KLM launches “Travel Well” campaign ahead of busiest summer travel months ever

The Transportation Security Administration (TSA) is Predicting the busiest summer travel season and airlines are preparing for it. KLM recently unveiled a brand new brand logo and a brand new marketing campaign that can “Bon Voyage,” that highlights the transformative and inspirational features of travel. Whether you are travelling for business or pleasure (or a mixture of each), the programme revolves across the concept of an ever-changing world that is becoming smaller, more connected and more price exploring than ever before. And airlines play a key role in that.

Meaningful connections between family, friends and colleagues are the product of what an airline sells; it is not nearly getting you from A to B. The promoting campaign is launching in time for what experts say will probably be the busiest summer season ever. As the world’s oldest airline operating under this name, KLM will play an enormous part on this, carrying greater than 30 million travellers a 12 months.

Changing trends

KLM conducted a survey of 8,000 travelers in key markets in Europe, Asia and the United States to find out their travel priorities and the aspects that influence their decisions.

The pandemic has shifted people’s travel priorities, and business travel has modified too. People aren’t any longer making the identical trips every week, but are finding ways to mix work and pleasure (so-called “bleisure” travel). Remote working has turn out to be the norm, and plenty of offices have moved to a hybrid model of in-person and distant work. This has resulted in people having the chance to travel with friends and family members while still going about their day-to-day business.

This also means that folks are increasingly searching for personal contacts when travelling, which represent a meaningful element and justify the price of the trip.

“The business travel industry has turned a new chapter and left the pandemic behind,” said Suzanne Neufang, CEO of the Global Business Travel Association. “As companies and travelers continue to value the important role of personal connections for business, there are strong indicators of continued growth in travel volumes and spending in 2024.”

Business travelers are attempting to balance these necessary personal business trips, but at the identical time, they place more value on time with family members and necessary milestones. Essentially, they need their trip to be worthwhile, irrespective of who they’re traveling with. They need to immerse themselves within the destination and have meaningful experiences within the places they visit.

Airlines are also seeing a rise in leisure travelers paying greater than before for business class on their trips, indicating that attending to and out of your destination can be a very important a part of the experience.

“Every trip not only offers the opportunity to relax, but also to reflect on and enrich the diverse encounters,” says Barry ter Voert, CXO and EVP Business Development at KLM. “Quality, not quantity, defines every trip.”

A recent survey by Beaches Resorts brought some interesting results. 53% of Generation Alpha travelers (those born between 2010 and 2024) surveyed through their parents hope to learn something recent on their trip, including things like swimming, browsing, scuba diving, skiing, or perhaps a recent language.

Generation Alpha travelers even have loads to look ahead to, as their parents help them make their trips more meaningful. In fact, the Beaches survey found that many children of families who take a minimum of two trips a 12 months earn elite status based on the quantity they spend in a loyalty program, making the trip more worthwhile even before they arrive at their destination.

Generation Z approaches travel otherwise

According to KLM’s survey, Americans specifically find travel meaningful. 59% of respondents said they’re searching for more meaning of their travels after Covid-19. Gen Z and Millennial travelers prefer traveling with family and friends and search for activities that promote personal growth. Among them, 58% said meaningful travel involves authentic interactions with locals. More than a 3rd of Gen Z travelers said an excessive amount of technology (corresponding to spending time on their phone) can detract from the authenticity of a spot.

Dmytro Yaremkovych, CEO and Managing Partner of Eurotrips, refers to current findings that show 73% of Generation Z say they feel lonely (greater than another generation).

“For Gen Z, travel isn’t just about checking off bucket list destinations; it’s about making real connections, immersing yourself in local culture and creating lasting memories,” says Yaremkovych. “Companies must adapt their offerings to meet these evolving needs, prioritizing experiences that foster camaraderie and belonging.”

KLM’s Travel Well initiative takes this considering and expands the message to all travelers, not only Generation Z.

Economic hurdles are emerging

While demand stays high, economic aspects are driving up travel costs. According to a survey by Intrepid Travel, 66% of U.S. consumers are having to limit their travel time, although 84% are still planning vacations. 74% of travelers are searching for “summer swap destinations,” or cheaper places that remind them of their dearer counterparts. These include places like Lake Atitlán in Guatemala versus Lake Como in Italy, or Quebec versus France (where prices are set to skyrocket in light of the Summer Olympics this summer).

However, the outcomes of KLM’s survey on American interests may surprise some. While the survey suggested that Americans are eager about exploring recent places, particularly through food or spontaneous experiences, they were less eager about experiencing other cultures. Inflation and a weakening economy could also be fueling this desire to remain closer to home, or business travelers combining their work trip with a vacation to save lots of costs.

The economy is faltering, but the need to travel is stronger than ever. This campaign motivates and reminds travelers that no matter the explanation for travel (work, vacation or each), travel is a source of inspiration and education to be enjoyed. KLM’s recent message reminds travelers of this special privilege.