Consumer-built destination guides are nothing new, but in typical KLM style the Dutch airline has now also entered the fray with its own neat service.
KLM CityGuide allows passengers to create a hard-copy guide to some of the key destinations on the airline's network, using a series of questions and prompts based on interests and likely things to do.
First of all the tool asks users to select a destination on an interactive globe.
After choosing a destination, users are then asked to pick three of their favourite types of activities, such as art and culture, music and nightlife or nature and parks.
Each of the activities is then broken down into sub-categories, allowing users to pinpoint areas of interest such as cycling or hiking within the activity and outdoor section.
The last element asks what is a user's favourite type of holiday generally, such as city trip, cultural, sporty, etc.
Once the user has marked each category with a preference, a map is shown to locate each of the activities and preview what the guide will look like.
The downside to the tool is that is then posted to the passenger within four to six weeks, clearly meaning that users will not be able to organise the CityGuide on the eve of a trip.
KLM is certainly one of the braver airlines in the market when trying a myriad of things to potentially engage with potential customers and passengers, including the social media aspect of interacting and web-based competitions and games.
In the past 12 months alone, KLM has launched a game deliberately targeting the over-50s, the KLM Surprise service to greet passengers with relevant gifts based on their social media habits, and the tile-an-aircraft competition.