What began as some bad YouTube publicity for American Airlines is growing into an employee-led drive for change in brand positioning and corporate leadership at the legacy carrier.

It started when Gailen David, under the username SkySteward, began posting videos to YouTube starring himself, dressed in frumpy corporate drag, as “The Aluminum Lady,” an AA executive with a panache for cost-cutting and a disdain for flight attendants. In one video, “The Aluminum Lady” plays with Fisher-Price dolls dressed in blue uniforms, saying, “We can run each one of these aircraft with about three less flight attendants. It looks like it’s perfectly doable.”

An American spokesperson made a public statement against the videos and reportedly called David in for a disciplinary meeting that he did not attend.

“We all have tried to deliver such great customer service,” David said in an interview with NBC Dallas-Ft. Worth. “And in return, it feels like we keep getting kicked in the gut, so this was a time for me to do something to make us all laugh for a change and really say what needed to be said.” He added: “They may fire me for it, and that’s going to be OK.”

To say something like that in today’s economy, you have to just not care whether you have a job, or have a plan and a passion for what you are doing.

It turns out that for David, it is the latter. This week, he launched a “sAAve American Airlines” petition through Change.org, appealing to U.S. Bankruptcy Court for “…a new flight plan with a new leadership team made up of individuals with a proven track record of winning rather than years of compounded failures.”

David is no rookie in the social media world. He runs a website, DearSkySteward.com, about the airline industry with a special focus on in-flight etiquette, and currently has 22,825 followers on Twitter. The petition currently has close to 3,300 signatures, far from its target of 250,000.

We will leave it for someone else to judge how much and what kind of change is needed at American, which is in Chapter 11. But this developing story is an example of how social media can work for or against a company. Media-savvy David, often interviewed in the national press, could just as easily use his platform to make his employer look good—in fact, it seems like he still might, if he sees some of the changes he hopes for at the airline.

Video: YouTube

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JetBlue Airways is starting off 2012 with a new web and mobile strategy. The Forest Hills, N.Y.-based low-cost carrier just debuted its native iPhone app, along with redesigned web and mobile sites.

JetBlue is late to the game, but it has rolled out an app with high functionality despite its clean design. The airline developed its new digital strategy with the help of digital agency Rokkan, app developer DoubleEncore and the input of more than 15,000 customers.

The new app, available for download at the iTunes store, offers all the basics—booking, check-in and flight-status monitoring. Other features include weather reports for destination cities, and easy organization of past and upcoming trips. It also includes a virtual postcard tool and connectivity to social networks so users can share their travel experiences. In addition, travelers can scout in-flight amenities like snacks, beverages, movies and DIRECTV schedules.

JetBlue aimed for more personalization in designing its new platforms—what a user sees will depend on geo-targeting, booking history and any preferences they have entered into the TrueBlue rewards program. The website also includes a feature called “Pick Me Up” that allows users to not only share their itinerary with a friend in their destination city, but also to send that friend maps and traffic reports.

Travelers can expect to see better apps soon from other airlines, predicts Colleen Taylor writing at Gigaom.com. She points to a CNN story from last fall highlighting an Airline IT Trends Survey that found that more than 90 percent of carriers plan to increase their investment in mobile.

Photo: JetBlue

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Online review sites are gaining ground as a research tool in the destination selection process, according to a recent report published by PhoCusWright that looked at the habits of leisure travelers in the United States, France, Germany and the United Kingdom. Online travel agencies (OTAs) are still a popular source for reviews, the study found, and different patterns are developing in each market.

A higher percentage of travelers in all four markets are turning to review sites such as TripAdvisor—21 percent of French and German travelers consulted one in 2011, an increase of 8 and 7 percentage points, respectively.

Although the use of traveler review sites is increasing across the board, U.S. and German travelers still put more stock in the reviews they find on OTA sites, according to PhoCusWright. The percentage of U.S. travelers who called traveler review sites slightly or very influential decreased from 65 percent in 2011 to 59 percent in 2010. Meanwhile, the portion who said the same about reviews on OTA sites held steady at 73 percent. Travelers in the United Kingdom and France are much more likely to be influenced by traveler review websites.

Competition for travelers’ eyeballs is not a zero-sum game, the study confirmed. Travelers in all four markets visited an average of three to five sites before booking, according to the report, “Destination Unknown: How U.S. and European Travelers Decide Where to Go.”

Photo: TripAdvisor.com

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Where would you like to travel in 2012? For people in the travel industry, it’s often easier to come up with a list of where they wouldn’t like to travel. So many destinations, so little time.

This time of year, travel lists abound, with each, naturally, subjective in its own way. Looking for top luxury spots? Budget destinations? Off-the-beaten-path spots? How about top ethical places in the developing world? There’s a list for you.

Mayan ruins at Tulum, Mexico.

Without reading a single one, a destination gambler’s best odds for this year would be to include London and its surroundings, home of the 2012 Summer Olympic Games. Not far behind should be locales in Mexico and Central America that were part of the Mayan world. That culture, after all, predicts that the world as we know it will transition into its next phase on December 21, 2012.

Many of the current 2012 travel lists do indeed mention one or both of these destinations/regions, namely CNN’s World’s Top Destinations for 2012 (the first four of which also include Chicago and Myanmar and happen to align with my personal list of where I’m likely heading this year) and Frommer’s Best Destinations for 2012.

The Frommer’s list is particularly interesting as it’s geared toward the hard-to-define traveler who simply loves to explore the world and runs the gamut from budget to luxury. Destination choices are all over the map, literally and figuratively, from Canada’s Bay of Fundy to Japan’s Fukuoka, Ghana to Girona, Spain, with Beirut, Curacao, Kansas City and Chongqing, China, rounding out the list.

Uptake’s own Yen Lee harnessed the social media power of Facebook’s friend graph to capture the most buzzed about places, based on more than 200 million comments, status updates, photo descriptions and check-ins. The list published on Huffington Post includes some classic Southeast Asian gems, including Hoi An, Vietnam, and Luang Prabang, Laos, along with Copacabana, Bolivia, and Portland, Oregon, stateside.

Lonely Planet has expanded its audience significantly beyond intrepid backpackers during the past decade, so its annual lists now seem to include more places that make one wonder “why there” as opposed to “where is there.” There remain, however, some great picks. For top U.S. destinations, LP editors recommend the always-enjoyable Chicago, the Four Corners region of the Southwest, California’s Gold Country and, perhaps more surprisingly than the other spots, Cincinnati. Ever hear of Culebra? No? It’s an island 17 miles off the coast of Puerto Rico. The Caribbean tropics can be yours, no passport required.

Luxury lovers who turn first to picks from Travel & Leisure‘s Hottest Destinations of 2012 will find a variety of remote resort destinations from which to choose, including Sri Lanka, Xishuangbanna in China’s Yunnan Province, and Mozambique’s Northern Coast, along with Bentonville, Arkansas. That’s right—Arkansas, which made the list thanks to the Moshe Safdie-designed Crystal Bridges Museum of American Art, opened in November.

Budget Travel magazine has a terrific list of value destinations, including Egypt—surely a bargain these days and desperately trying to rebuild its tourism industry; Atlantic Canada, which also appears on a variety of lists; and Taipei, a personal favorite, for its culinary scene and diverse topography. Stateside San Diego and San Antonio are the places to stretch your dollars.

Conscientious and green travelers can thank Ethical Traveler for its newly released list of the Developing Worlds 10 Best Ethical Destinations (press release), based on their accomplishments in the areas of environmental protection, social welfare, and human rights. The winners, in alphabetical order, are: Argentina, The Bahamas, Chile, Costa Rica, Dominica, Latvia, Mauritius, Palau, Serbia and Uruguay.

The editors at The New York Times haven’t yet published their list for 2012, but they recommended 41 places to go in 2011. That probably was inclusive enough to last most people a good few years, or even a decade.

Photo: D.M. Airoldi