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79% Of US Travelers Aim For Meaningful Connections, KLM Survey Finds

  • Airlines
  • 3 min read
KLM Launches Travel Well brand platform to promote meaningful travel.

KLM Royal Dutch Airlines is launching a new brand platform called “Travel Well“. The platform will promote meaningful travel amongst its annual 30.3 million passengers. The airline expects historic travel levels and rising costs this summer. The initiative highlights the importance of connections and experiences over mere transportation. The airline emphasizes that destinations should be more than just locations to visit.

KLM surveyed 8,000 travelers from various key markets to understand their priorities and perceptions of meaningful travel. The survey results reveal that while Americans align with the sentiment of travel being significant, they also hold differing views.

“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.”

KLM Travel Well Survey Key Findings:

  • 59% of American travelers feel their travel has become more meaningful after COVID-19 (top 3 of all surveyed countries)
  • 79% of US travelers prioritize making meaningful connections with people and places over simply visiting many destinations
  • 83% of US travelers desire more meaningful experiences on their next trip, rising to 70% among Gen Z.
  • GenZ and Millennials prefer to travel with family and friends (vs alone) and participate in activities stimulating personal growth.
  • 58% of GenZ and Millennials respondents said meaningful travel includes more authentic interactions with locals, which makes a trip more memorable
  • At the same time, 39% of Gen Z worry that technology (too much time on your phone) will make your trip less meaningful.
  • US travelers agree meaningful travel is all about connecting with your travel companion(s), exploring local food and creators, and enjoying spontaneity. However, Americans seem less interested in experiencing different cultures.

KLM’s Travel Well campaign will feature branded content partnerships and collaborations with creators and key opinion leaders. KLM has also introduced a new logo that includes KLM Travel Well as a slogan.

Note: KLM survey conducted by Norstat

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