KLM’s ‘Travel Well’ to Showcase ‘Meaningful Journeys’

KLM Royal Dutch Airlines has launched Travel Well, a new brand platform that aims to inspire and enable our travellers to create more meaningful connections in every stage of their journey.  

 The airline conducted a global study* in March 2024 that highlights the significance of meaningful travel to travelers globally: 3 out of 4 travelers indicate they would like to travel more meaningfully on their next trip.

In Canada - 80% of Canadian travelers prioritize making meaningful connections with people and places over simply visiting many destinations, surpassing global results.

"Traveling not only helps us reach new places, but also introduces us to unique experiences, leading to greater inspiration and understanding. This, I believe, is one of the most wonderful aspects of travel. Each journey offers a chance not just to unwind, but also to reflect and gain richness from the diverse encounters we have", says Barry terVoert, CXO & EVP Business Development at KLM. "It's about valuing meaningful connections with destinations, people, and experiences. Quality, not quantity, defines each journey, where you consistently come back to KLM's personal and hospitable atmosphere." 

 More survey findings:

•                 80% of Canadian travelers prioritize making meaningful connections with people and places over simply visiting many destinations 

•                 86% of Canadian travelers express a desire for more meaningful experiences on their next trip

•                 56% of Canadian travelers feel their travel has become more meaningful after COVID-19 

•                 Results in line with US, but exceed survey findings of Europe (Netherlands, Germany, Sweden and UK) where those who strongly agree with meaningful travel experiences were less than 62%

•                 The top three themes for meaningful travel were: relaxation and rejuvenation, spending quality time with family and friends, and creating lasting memories.

*The Norstat research was conducted in 8 countries across the world (Brazil, Canada, China, Germany, Netherlands, Sweden, UK, and US). In each country around 1,000 travelers participated in the research. The data for this study was collected from March 1 to March 14, 2024.

 As the world’s oldest airline, for the last 100+ years KLM has aimed to enhance the meaningfulness of one’s personal travel experience, whether it's an upgrade, a roomier seat, the onboard service, or the attentive care of the crew. 

The new Travel Well website can be found here: https://travelwell.klm.com/ca_en?WT.ac=hp_herobanner_travelwellpr