This summer, with travel expected to reach record levels alongside increasing expenses, KLM Royal Dutch Airlines is introducing its new brand initiative, Travel Well. This platform aims to advocate and inspire purposeful travel among its 30.3 million annual passengers.
KLM initiated Travel Well with the conviction that travel transcends mere transportation; it’s about forging meaningful connections during the voyage, recognizing destinations as more than map points to check off. While a global survey reveals that Americans generally align with this sentiment, there are variations in their perspectives on other aspects.
KLM delved into the perspectives of 8,000 travelers worldwide, focusing on key markets like the US, Canada, Brazil, Sweden, Norway, Germany, the Netherlands, the UK, Denmark, and China. Their aim was to understand travelers’ priorities, track shifts in attitudes, and grasp what meaningful travel signifies to them, all part of their new platform rollout.
‘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 ter Voert, 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.’
Key findings include:
* Travelers value experiences over material possessions, with 62% of Americans stating that they would rather spend their money on travel than on physical goods.
* Travelers are increasingly seeking out authentic and immersive experiences, with 73% of Americans saying that they are interested in learning about local cultures and traditions when they travel.
* Travelers are looking for ways to make their travel more sustainable, with 58% of Americans saying that they are concerned about the environmental impact of their travel decisions.
