British Airways Global Traveller Advisory Board

According to Business Travel World, British Airways has established a Global Traveller Advisory Board (no, not this Global Traveller!) to give formal feedback on service and trials.

Willie Walsh, BA's chief executive, said: "This board is at the heart of finding out what our customers want and feeding that back into the business.
"The members are not only frequent flyers with BA, but also other
airlines, so they are well placed to offer constructive criticism on our
products and services."

Currently this board has about 15 members, although they are looking to recruit more from Europe, Asia and the Pacific regions.

Is this a concession that normal feedback methods are failing or a savvy marketing gimmick to encourage big business (at least those represented on the Global Traveller Advisory Board) to fly British Airways more? With such a small group I can't help feel it is a gimmick. If BA wishes to invite this global traveller onboard I'd be happy to be proven wrong.