Airmail: The Future of Personalized Travel Inspiration

What’s your next holiday destination? Are you dreaming of a beach getaway, do you prefer strolling through a city in search of the best restaurants, or are museums more your thing? With over 105 years of travel experience, we at KLM know better than anyone that everyone has different travel preferences. How amazing would it be if we could send tailor-made travel tips via email marketing with just one click?

We took on the challenge and came up with Airmail.

Using AI, Airmail creates inspiring newsletters with (verified) destination tips, fully in KLM style. And this is just the beginning of our AI marketing journey. In February, we launched the first version of Airmail in our local markets to test and learn. The initial feedback and in-channel performance are positive, and we’ve learned a lot along the way.

We deliberately chose to start small, but we have a clear goal in mind: to develop an automated and personalized email journey, with AI-generated content that fits within KLM’s brand guidelines and resonates with each traveler.

During our presentation, we will take you behind the scenes of Airmail — from its creation and the challenges we encountered, to the lessons we’ve learned and our plans for the future.