KLM’s “Royal” Predicate Extended
KLM Royal Dutch Airlines will be allowed to attach the predicate “Royal” to its name for the coming 25 years. KLM President & CEO Peter Hartman will today receive an official certificate from Jan van Zanen, Mayor of Amstelveen, confirming that the predicate “Royal” has been bestowed.
The predicate “Royal”
The Royal Airline Company for the Netherlands & Colonies was established on 7 October 1919. After the Second World War, the airline’s name was changed to Koninklijke Luchtvaart Maatschappij N.V. (KLM Royal Dutch Airlines). Queen Wilhelmina had already bestowed the predicate “Royal” upon the airline on 12 September 1919, before KLM was officially established. It was truly extraordinary that the predicate was bestowed before the company was established. In principle, such honours are only bestowed on companies that have existed for more than 100 years, and even then the company must meet a wide array of exacting requirements.
The predicate is bestowed for a period of no more than 25 years, after which the company must apply for reaffirmation of its right to bear the predicate “Royal”. The predicate is only extended after thorough investigation and careful consideration by the Mayor of Amstelveen, the Queen’s Commissioner for North Holland, and the Queen’s Cabinet.
“Royal” and the swan
KLM’s royal status found expression in various ways, including its renowned advertising campaign featuring swans. The swan is commonly associated with positive values such as national pride, reliability, quality, strength, style and royalty. And the KLM swan is topical once more thanks to last night’s presentation of the Gouden Loeki award for advertising. In 1995, KLM was the first winner of this award, for its “Swan” commercial. KLM congratulates Telfort, winner of the Gouden Loeki 2012, on this auspicious accolade.
KLM Royal Dutch Airlines was founded in 1919, making it the world’s oldest airline still operating under its original name. In 2004, Air France and KLM merged to form AIR FRANCE KLM. The merger produced the strongest European airline group based on two powerful brands and hubs – Amsterdam Airport Schiphol and Paris Charles de Gaulle. Retaining its own identity, the group focuses on three core businesses: passenger transport, cargo and aircraft maintenance.
In the Netherlands, KLM comprises the core of the KLM Group, which further includes KLM Cityhopper, transavia.com and Martinair. KLM serves all its destinations using a modern fleet and employs over 33,000 people around the world. KLM is a leader in the airline industry, offering reliable operations and customer-oriented products resulting from its policy of enthusiasm and sustainable innovation.
KLM is a member of the global SkyTeam airline alliance, offering customers an extensive worldwide network. The KLM network connects the Netherlands to every important economic region in the world and, as such, serves as a powerful driver for the economy.
SkyTeam is a global airline alliance providing customers from member airlines access to an extensive worldwide network offering more destinations, more frequencies and more connectivity. Passengers can earn and redeem Frequent Flyer Miles throughout the SkyTeam network. SkyTeam member airlines offer customers access to over 490 lounges worldwide.