KLM launches 'Travel Well' campaign ahead of busiest summer travel season ever

The Transportation Security Administration (TSA) predicts that the summer travel season will be the busiest on record, and airlines are preparing. KLM recently unveiled a new brand logo and marketing campaign, “Travel Well,” which emphasizes the transformative and inspirational aspects of travel. Whether it's for work or pleasure (or both), the program centers around the notion of an ever-changing world that's smaller, more connected, and more worth exploring than ever before — and airlines are a key part of it.

Meaningful connections with family, friends and colleagues are a product of what airlines sell, not just a way to get from point A to point B. The ad campaign launches during what experts predict will be the busiest summer season ever, and KLM will play a big part in that as the world's oldest airline operating under the same name, carrying more than 30 million travelers annually.

Changing trends

KLM surveyed 8,000 travellers across key markets in Europe, Asia and the US to explore their travel priorities and decision drivers.

The pandemic has shifted people's travel priorities and transformed business travel. People are no longer taking the same trips every week, instead looking for ways to blend business and leisure (so-called “bleisure” travel). Many offices have switched to a hybrid model of in-person and working from separate locations, and remote working has become the norm. This has created opportunities for people to travel with friends and loved ones while still carrying out their daily work.

It also means that when people choose to travel, they are increasingly looking for face-to-face connection as a meaningful element to justify the expense of travel.

“The business travel industry has begun a new chapter and has weathered the pandemic,” said Suzanne Newfang, CEO of the Global Business Travel Association. “There are strong indications that travel volumes and spending will continue to grow in 2024 as companies and travelers continue to value the critical role of face-to-face connections in business.”

Business travelers strive to balance important business travel with time spent with loved ones and important milestone experiences. Essentially, when they travel, they want the journey to be worthwhile, no matter who they're with. They want to immerse themselves in the destination and have meaningful experiences in the places they visit.

Airlines are also noticing an increase in leisure travelers who are willing to pay more to travel business class during their trips, indicating that traveling to and from their destination is also an important part of the travel experience.

“Each journey is an opportunity not just to relax, but also to reflect and be enriched by our encounters,” says Barry ter Vogt, CXO and EVP Business Development at KLM. “It's quality, not quantity, that defines each journey.”

A recent survey conducted by Beaches Resorts also revealed some interesting results: 53% of Gen Alpha (born between 2010 and 2024) travelers surveyed through their parents would like to learn something new while traveling, such as swimming, surfing, scuba diving, skiing or even a new language.

Gen Alpha travelers also expect their parents to help make their trips more meaningful: Beaches' research also found that with families taking trips at least twice a year, many kids are earning elite status based on how much they spend in loyalty programs, making the trip more fulfilling even before they arrive at their destination.

Gen Z takes a different approach to travel

According to KLM research, Americans especially find travel meaningful, with 59% saying they want more meaning from travel post-COVID. Gen Z and millennial travelers prefer to travel with family and friends and are looking for activities that foster personal growth. Of these, 58% say meaningful travel includes authentic interactions with locals. More than a third of Gen Z travelers say using too much technology (such as spending time on their phones) can take away from the authenticity of a place.

Dmytro Yaremkovich, CEO and managing partner at Eurotrips, points to recent research that found 73% of Gen Zers report feeling lonely (more than any other generation).

“For Gen Z, travel is not just about bucket list destinations — it's about making authentic connections, immersing yourself in the local culture and creating unforgettable memories,” Yaremkovich says. “Businesses must adapt their offerings to meet these changing needs, prioritizing experiences that foster a sense of camaraderie and belonging.”

KLM’s Travel Well initiative fits right into this idea, but it extends the message to all travelers, not just Gen Zers.

Economic obstacles loom

Though demand remains high, economic factors are driving up travel costs. According to a survey by Intrepid Travel, 66% of U.S. consumers are being forced to scale back their trips, but 84% still plan to take vacations. 74% of travelers are looking for “summer swap” destinations — places that are more affordable, that remind them of more expensive destinations. This could include Lake Atitlan in Guatemala over Lake Como in Italy, or Quebec over France (where prices will skyrocket due to the Olympics this summer).

But the KLM survey may surprise some with its findings about Americans' interests. The survey showed that Americans are interested in experiencing new places, especially through food and spontaneous experiences, but are less likely to seek out different cultures. Inflation and a weakening economy may be stimulating business travelers' desire to stay closer to home, or to combine business trips with vacations to cut costs.

While the economy has its ups and downs, the desire to travel has never been greater. This campaign inspires and reminds travelers that whatever the reason for travel (work, vacation or both), travel should be a source of inspiration, education and something to be enjoyed. KLM's creative campaign reminds travelers of their special privilege.