KLM Redefines Its Brand With Strategic Enhancement Of ‘Travel Well’ Experience

KLM has announced a significant evolution in its brand strategy with the introduction of ‘Travel Well’, its new platform that is designed to enrich the travel experience for every passenger.

Underpinned by a dedication to enhancing the meaningfulness of travel journeys, Travel Well embodies KLM’s commitment to fostering genuine connections with travelers. This initiative integrates thoughtfulness and care into every aspect of the KLM experience, ensuring that each journey is memorable and impactful.

“As part of Travel Well, KLM has refined its purpose to ‘creating memorable experiences on the planet we care for’. This reinforces our belief that travel is not just about reaching a destination, but about experiencing the world in a profound and enriching way,” said Marius van der Ham, the Air France KLM General Manager for East and Southern Africa, Nigeria, and Ghana.

Recent research by KLM and Norstat reveals a growing trend among travelers, with 75% expressing a desire for more meaningful travel experiences on their next trip. This view is particularly strong among Gen Z and Millennials, highlighting a shift towards intentional, qualitative, and authentic travel choices. Notably, 58% of GenZ and Millennials associate meaningful travel with more authentic interactions with locals, which makes a trip more memorable

These sentiments align with KLM’s strong belief that meaningful travel is not just about collecting stamps in a passport but connecting deeply with each experience. By facilitating convenient, comfortable, and affordable travel, KLM supports the appreciation for other cultures and fosters bridges between people and societies. Meaningful travel also catalyzes building trust and forging valuable business relationships that extend beyond borders and boardrooms.

At the operational level, KLM is constantly striving to ensure that travelers feel its sincere dedication to enhancing every moment of their journey, from booking to boarding and check-in to transfer. The KLM team is also keen to showcase positive energy, sincere hospitality, and thoughtful professionalism that extends beyond the flight deck, as respect, kindness, and curiosity become shared currency throughout travel.

For example, the KLM cabin crew forges genuine, thoughtful connections with passengers, fostering an atmosphere of positivity and inspiring confidence that KLM cares about every part of the journey – comfort, baggage, transfer, arrival, and more. The ambition is to transmit this genuine thoughtfulness through KLM’s travellers to their loved ones, business partners, and/or locals.

“We invite travellers to embark on a journey with fresh eyes, to travel intentionally, and to immerse themselves in enriching experiences,” said van der Ham. “At KLM, we will be there to support these experiences, because Travel Well is not just a slogan; it’s a promise to elevate every journey and create lasting memories.”

In addition to this strategic shift, KLM recently celebrated two significant milestones: the 55th Anniversary of its operations in Nairobi and Tanzania. In this regard, the airline is running a 10% discount on its flights to and from Kenya and Tanzania to Amsterdam, using the discount code ‘TRAVELWELL’. The second milestone, also marked in May, was the 20th Anniversary of its merger with Air France, which has over the years brought about operational excellence and efficiency for the two airlines.

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