With its online travel communities Flying Blue Club Africa and Flying Blue Club China, the Dutch airline KLM offers its business travelers a digital meeting place to connect and network with fellow travelers. On the platform #1 social needs are addressed as customers can share experiences, either travel- or business-related, maintain valuable contacts as well as learn from others’ insights into the Chinese/African business world. The stimulated knowledge exchange fosters the required reciprocity and social ties. By starting discussions, the airline attempts to promote communication and the integration of members. This form of active moderation needs to be considered critically, though as users might feel disrupted in their freedom of posting travel experiences or opinions and thus, possibly perceive the brand community as an implicit advertising tool. The airline places strong emphasis on stimulating #2 intellectual needs. KLM considers its online travel communities as rich sources of expertise which allow the exchange of invaluable experiences and knowledge (KLM, 2015). Several steps are taken to ensure high-quality: the continuous monitoring of user-generated content as well as the airline’s effort to thoroughly check travelers’ subscription first in order to keep the brand communities’ nature of exclusivity and expertise.