KLM has announced a significant evolution inits brand strategy with the introduction of ‘Travel Well’, its newplatform that is designed to enrich the travel experience for every passenger.
Underpinned by adedication to enhance the meaningfulness of travel journeys, Travel Wellembodies KLM’s commitment to foster genuine connections with travellers. Thisinitiative integrates thoughtfulness and care into every aspect of the KLMexperience, ensuring that each journey is memorable and impactful.
“As part ofTravel Well, KLM has refined its purpose to ‘creating memorable experiences onthe planet we care for’. This reinforces our belief that travel is not justabout reaching a destination, but about experiencing the world in a profoundand enriching way,” said Marius vander Ham, the Air France KLM GeneralManager for East and Southern Africa, Nigeria, and Ghana.
Recent research by KLM and Norstat reveals a growing trend among travellers, 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 serves as a catalyst for building trust and forging valuable business relationships that extend beyond borders and boardrooms.
At the operational level, KLM is constantly striving to ensure that travellers feel its sincere dedication to enhancing every moment of their journey, from bookingto 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, theKLM 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 TravelWell 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: the55th 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 thetwo airlines.
