The Accountant Nov-Dec 2016
Create successful ePaper yourself
Turn your PDF publications into a flip-book with our unique Google optimized e-Paper software.
TRAVEL<br />
THERE’S NOTHING VAGUE<br />
ABOUT THE HAGUE<br />
By Clive Mutiso, clivemutiso@gmail.com<br />
One of the unexpected<br />
consequences of Air<br />
France/KLM becoming the<br />
strategic airline investor in<br />
Kenya Airways seems to<br />
have been the way in which the bigger<br />
European airline has been able to use<br />
the data it gathers about Kenya Airways<br />
passengers to attract business to its own<br />
routes. If you are a regular traveler with<br />
Kenya Airways, and a member of the<br />
Flying Blue frequent flyer progamme,<br />
you may have noticed a sudden increase<br />
in promotional offers from Air France<br />
and KLM, who operate the Flying Blue<br />
programme and consequently administer<br />
the database that comprises all the email<br />
addresses and personal information that<br />
passengers provide when they join the<br />
programme. This information is a valuable<br />
resource for airlines looking for more<br />
business, and KLM especially is targeting<br />
Kenyans with tempting offers. Somehow<br />
the fares from Kenya to any European<br />
destination seem to be just a little lower<br />
than comparable fares on Kenya Airways.<br />
A powerful marketing tool for KLM is<br />
its iFlyemagazine, which is sent to Flying<br />
Blue members every month and is packed<br />
with articles, pictures and videos about<br />
European and worldwide destinations to<br />
which KLM is offering special fares and<br />
packages. Kenyans soon realise that they<br />
can book a European holiday with KLM<br />
for just a few Dollars more than a return<br />
flight from Nairobi to Entebbe.<br />
<strong>The</strong>re is an almost seamless nexus<br />
between KLM and the Netherlands<br />
tourist industry, which brings in more<br />
than 14 million visitors each year and<br />
comprises more than five per cent of<br />
the national economy. Although the<br />
commanding heights of the economy are<br />
held by manufacturing, trade, and high<br />
value agriculture, the Dutch are proud of<br />
their country and their culture, and the<br />
welcoming nature of the people is a big<br />
part of the national tourism brand. Most<br />
Dutch citizens speak good English –<br />
better, some people say, than the English<br />
themselves.<br />
All of the KLM bargain flights are<br />
routed through the airline’s European<br />
hub, Schiphol Airport at Amsterdam,<br />
60 NOVEMBER - DECEMBER <strong>2016</strong>
Change language