KLM Crown lounge 2020

KLM Crown lounge 2020

Vermeeren, B.

Santema, S.C. (mentor)
Van Heur, R.J.H.G. (mentor)

Industrial Design Engineering

PIM

SPD

2013-08-29

The KLM Crown lounge is an airline lounge offered to the premium passengers (PAX) of KLM and partners. The current lounge is a one-size-fits all concept fulfilling the basic needs (basic food and beverages assortment, Wifi and comfortable seating) of PAX. Overall lounge rating is declining while the competition has invested recently in their airline lounges. Above mentioned has resulted in a decreased ranking of the KLM Crown lounge compared to industry. Due to major rebuilding at Amsterdam Airport Schiphol the opportunity has presented itself to expand the current KLM Crown lounge in the non-schengen area. This opportunity will be taken to expand the lounge and deal with occupational problems occurring weekly. The upcoming expansion of the KLM Crown lounge creates the opportunity to develop a distinguishing lounge concept in line with a new lounge vision. Based upon an extensive analysis including observations, interviews, creative sessions, external analysis including a benchmark study and an internal analysis building blocks for the new lounge vision are formed. Based on these buildings blocks pillars are created; inspirational, tailor-made experience, hospitality and comfortable atmosphere. The different intermingled pillars forms the basis for the new vision of the KLM Crown lounge; visiting the KLM Crown lounge should be an inspirational tailor-made experience of hospitality in a comfortable atmosphere. PAX visiting the KLM Crown lounge have different moods. Based upon the new lounge vision a distinguishing lounge concept is developed. The new lounge concept offer a more tailor-made experience based on the moods of the PAX, away from the one-size-fits all concepts. 4 different more or less timeless moods of the PAX visiting the KLM Crown lounge are found and translated into zones; feeling of being home, energize, efficient working and indulge moments and presented graphically in mood boards. Movable walls separate the zones. The walls are equipped with advanced lighting technology enhancing the atmosphere fitting the mood. Moods of PAX are however not fixed. The space between areas is open and easy accessible to lower the threshold to switch zones. A concept for a mobile tool to simplify the selection process of choosing the right zone is developed; MyLounge. MyLounge could be integrated into the KLM app. The tool will be used to communicate with PAX; reserve a shower and send push notifications when the plane is ready for boarding making noisy announcements otiose. In line with the assignment the lounge’ business model should enable KLM to earn additional revenues, a new business model is developed for the lounge. The lounge concept offers PAX choice and the opportunity to be in control of composing their ideal lounge experience; there is a free basic assortment of amenities and on top of different paid options generating ancillaries. The offered amenities form a compliment to the customer’s journey. The atmosphere of the zone has positive affects, seducing PAX to spend money on desired paid amenities. Based upon the lounge vision, the developed concept and business model a roadmap is developed until the year 2020.

KLM
airline
lounge
crown

http://resolver.tudelft.nl/uuid:56ad3010-0de5-4ef7-838c-681158cdc40e

Campus only

Student theses

master thesis

(c) 2013 Vermeeren, B.