With a series of creative initiatives rolled out by KLM, many believe the airline sets the bar very high for its airline rivals to follow - not least in social media.
This time, KLM has pushed the bar further up with its @KLM_LocalEyes Twitter account launch, an initiative where KLM employees across the globe takes turn every week to tweet tips about a destination.
For this week, KLM staffer Simonette has taken charge of the LocalEyes account where she tweets about food, local restaurant recommendation and other tips about Amsterdam.
Each week it will be another employee (from a different location) within the KLM empire who will provider destination tips ranging from hotel recommendations, things to do, less known facts about a place, etc.
Every tweet that has a geo-tag is also shown on a map for visual engagement and also for people who aren't in Twitter.
Recent notable developments from KLM include its social gifting service Wannagives, local information mashup site MyDreamCatcher, a space flight campaign by name Claim your space and a social graph based application called Must See Map.
Although not on the same, slightly open season scale, it's not the first time a travel brand has given over a Twitter account to an individual to run for a period of time to promote a particular region or destination.
Swedish tourism officials created a now infamous (and much cloned) project to give a resident access to the country's official Twitter handle, with some rather controversial results.