KLM Creates ‘Travel Well’ Campaign Ahead Of Busiest Summer Travel Months Ever

The Transportation Security Administration (TSA) is predicting the busiest summer travel season on record, and airlines are getting ready. KLM recently unveiled a new brand logo and marketing campaign campaign, named “Travel Well,” which highlights the transformative and inspirational aspects of travel. Whether traveling for work or pleasure (or a mix of both), the program wraps itself around the concept of an ever-changing world that is getting smaller, more connected and worth exploring more than ever before. And airlines are a key part of that.

Meaningful connections between family, friends and colleagues are the product of what an airline sells; it’s not just transportation from A to B. The advertising campaign kicks off in time for what experts are saying will be the busiest summer season ever. As the oldest airline in the world operating under the same name, KLM will play a big part of that as it carries more than 30 million travelers a year.

Changing trends

KLM conducted a survey of 8,000 travelers in key markets across Europe, Asia and the U.S. to determine what their travel priorities are and what drives their decisions.

The pandemic shifted peoples’ travel priorities, and business travel has changed. No longer are people taking the same weekly trips, but instead finding ways to blend business and pleasure (so-called “bleisure” travel). Remote work has become common with many offices switching to a hybrid model of in-person and working from elsewhere. This has led to the opportunity for people to travel with friends and loved ones while still conducting day-to-day business.

It also means that when people choose to travel, they are increasingly looking for that in-person connection as a meaningful component that justifies the cost of the trip.

“The business travel industry has ushered in a new chapter and moved beyond the pandemic,” says Suzanne Neufang, CEO of the Global Business Travel Association. “As companies and travelers continue to embrace the vital role of in-person connection for business, there are strong indicators for continued growth in travel volume and spending in 2024.”

Business travelers are working to balance those important in-person work trips while also placing greater emphasis on time with loved ones and important milestone experiences. Essentially, when they travel, they want it to be worth it, whoever they are with on the journey. They want to immerse themselves in the destination and have meaningful experiences in the places they visit.

Airlines are also seeing an uptick in leisure travelers paying more than before to enjoy business class on their trips. That’s an indication that even the journey to and from the destination is a key part of the experience.

“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 and EVP business development at KLM. “Quality, not quantity, defines each journey.”

A recent survey from Beaches Resorts had some interesting findings of its own. 53% of Gen Alpha travelers (those born between 2010 and 2024), surveyed via their parents, are hoping to learn something new on their trip including things like swimming, surfing, scuba diving, skiing and even a new language.

Gen Alpha travelers also have a lot to look forward to as their parents help their travel become more meaningful. The Beaches survey even found that because families are taking at least two trips a year that many of their children are earning elite status based on the amount of money spent with a loyalty program. This makes the journey more rewarding before even reaching the destination.

Gen Z takes a different approach to travel

Americans especially find travel to be meaningful, according to KLM’s survey, where 59% said they seek greater meaning in their trips after Covid-19. Gen Z and Millennial travelers prefer travel with family and friends and seek out activities that stimulate personal growth. Among them, 58% said meaningful travel includes authentic interactions with locals. More than one third of Gen Z travelers said that too much technology (such as spending time on your phone) can hinder the authenticity of a place.

Dmytro Yaremkovych, CEO and managing partner of Eurotrips, points to recent findings that show 73% of Gen Z report feeling lonely (more than any other generation).

“For Gen Z, travel is not just about ticking off destinations on a bucket list; it’s about forging genuine connections, immersing oneself in local culture, and creating lasting memories,” says Yaremkovych. “Companies must adapt their offerings to cater to these evolving needs, prioritizing experiences that foster camaraderie and belonging.”

KLM’s Travel Well initiative falls right into that thinking, but expands that messaging to all travelers, not just those in Gen Z.

Economic hurdles loom

While demand remains high, economic factors are driving up the cost of travel. According to a survey from Intrepid Travel, 66% of U.S. consumers are having to cut back the scale of their travel although 84% still plan to take a vacation. 74% of travelers are looking for “summer swap” destinations, more affordable places that remind them of their pricier counterparts. These include places like Lake Atitlan in Guatemala over Lake Como in Italy or Quebec over France (where prices will sky rocket given this summer’s Olympics).

KLM’s survey may surprise some with its findings about American interests though. While the survey pointed to Americans being interested in experiencing new places, especially through food or spontaneous experiences, they were less likely to seek out different cultures. Inflation and a weakening economy may be fueling this desire to stay closer to home or for business travelers to pair work trips with a vacation to scale back costs.

The economy ebbs and flows, but the desire to travel is stronger than ever. This campaign motivates and reminds travelers that no matter the reason for the journey (work, vacation or a bit of both), travel is a source of inspiration and education that should be savored. KLM’s new messaging reminds travelers of that special privilege.