KLM strives to differentiate themselves in an increasingly commoditizing sector by focusing on service. Social media and digital innovation play an important part in this strategy. Thus far, KLM has chosen to improve the booking process and the flight itself. One moment in the customer journey still provided an opportunity; a layover at Schiphol Airport, the airline’s hub in Amsterdam. The bulk of the airline’s traffic (70%) uses Amsterdam as a hub to continue their air travel. These transfer passengers are becoming increasingly important for KLM’s business. We were asked to help provide these passengers with that little bit of extra service that makes KLM different from other airlines.

At the heart of the service is a smart app that handles the matchmaking and way-finding. Travellers are matched to a locals in advance based on their shared interests, languages and preferred availability. With a simple guide and a complimentary train ticket to the city, we help travellers get from gate to meeting point and make sure they don’t miss each other. The app even buys the local and the traveller a free drink at a typical Amsterdam bar. When it is time to go, the app gives them a heads up using real-time flight information. We created an end-to-end user experience helping KLM passengers throughout their journey by making the Layover with a Local as easy and low-barrier as possible.