KLM has announced a significant evolution in its brand strategy with the introduction of ‘Travel Well’, its new platform designed to enrich the travel experience for every passenger.
Underpinned by a dedication to enhance the meaningfulness of travel journeys, Travel Well embodies KLM’s commitment to foster genuine connections with travellers. This initiative ensures 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, Air France KLM General Manager 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. This view is particularly strong among Gen Z and Millennials, highlighting a shift towards intentional, qualitative and authentic travel choices. Notably, 58% of Gen Z and Millennials associate meaningful travel with more authentic interactions with locals, which makes a trip more memorable.
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Marius van der Ham said 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.
“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,” says van der Ham.
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.
