Designing a new travel class is a unique opportunity!
In aviation, choices made often remain for years due to the large investments involved. Designing KLM’s Premium Comfort Class was therefore a unique opportunity to create a well-considered and future-proof concept.
The positioning between Economy and Business Class was the starting point, followed by extensive benchmark research. I travelled the world to discover how other airlines designed their Premium travel classes and gained valuable insights. In addition, a thorough analysis of KLM’s customer data provided insight into preferences and satisfaction at different points in the customer journey. Inspiration sessions with partners and suppliers brought (mega)trends from other industries into focus. This broader perspective ensured that the concept was not only relevant, but also future-proof.
The biggest challenge
The first commercial flight was the ultimate test. No pilots, no test runs. There was a press delegation on board, which meant there was only one chance to make a strong first impression. Everything had to be right from day one.
The greatest success
The holistic approach: from the supply chain to the cabin layout and crew training – every detail was carefully designed, with the ‘why’ question at the heart, guided by the desired customer experience.
Crew as the key to success
By actively involving them in the launch, we created support and energy. The result? A team that fully supported the concept and proudly promoted it. The consistently high customer rating confirms that the right choices were made.
Premium Comfort Class is not just a travel class – it is a successful, distinctive concept that continues to inspire.
