KLM unveils its 105th Delft miniature house amid much fanfare in Amsterdam

Every year it is one of the best kept secrets in the Netherlands, but the news is out. Today KLM Royal Dutch Airlines unveiled its 105^e Delft miniature house at a chic event in Amsterdam. The airline says it is receiving dozens of emails from customers making guesses and suggestions about what should be next.

For 72 years, the airline has been handing out these special collector’s houses as gifts to World Business Class passengers at the end of a long-haul flight. They have become so popular that many travelers say they go out of their way to choose KLM just to get one.

The 105^e House In The Collection

Every year on the airline’s birthday, October 7, a new home is unveiled. This year’s house is a replica of ‘Het Huis aan de Drie Grachten’, a historic building (the oldest private residence in the city) and one of the most photographed buildings in the city. monuments. Unique architectural elements include three striking stepped gables, one on each side, atop a corner building at the confluence of three canals. A secret hatch leading to a hidden room was recently discovered, leading some to wonder what other mysteries the building holds. It is one of the few canal houses with a roof terrace.

Choosing a building as the newest KLM home is a national competition that starts months in advance. Between 10 and 20 iconic building owners from all over the Netherlands submit their real estate for viewing at KLM’s head office. These are then narrowed down by a committee and presented to the airline’s president and CEO, Marjan Rintel, and a small team of executives to select the year’s winner.

One of the reasons that the house is in Amsterdam this year is that the city will celebrate its 750th anniversary next year, but Rintel thinks it is important that as much of the Netherlands as possible is represented. Only in one province in the Netherlands (Flevoland) has no KLM house been included in the collection.

Today, many of the historic homes serve various purposes as museums, hotels and bed and breakfasts. For example, house #43 is currently the most expensive rental property in the Netherlands, often costing 15,000 euros per month. It has a private cinema and swimming pool as part of the property, which is located on the chic Prinsengracht.

There are also about 20 ‘special’ houses that are not available on KLM flights and are reserved as special gifts that the airline can give. Some of these can sell for around €10,000 on the resale market, if you’re lucky enough to get your hands on one. For example, KLM presented Hilton Hotels with a replica of its Waldorf Astoria hotel in Amsterdam, a local landmark, to celebrate the hospitality giant’s 90th anniversary.^e birthday. Only about 100 were produced, adding to the exclusivity.

Highly sought after collectibles

Move over Taylor Swift, KLM has its own fan base. These houses are a gift the airline gives to business class passengers, but there are other (cheaper) ways to get one. These official collectibles are available in antique and souvenir shops throughout the Netherlands. The official houses have the KLM logo on the bottom, but beware of copycats.

There are also fan sites where travelers display their collections (even the Dutch king, who uses his pilot’s license to occasionally fly for KLM, collects them). It became so popular that there is now a coffee table book, ‘Klein Kingdom aan Zee’, written by author Mark Zegeling and translated into many languages. He describes the history of each house, consisting of real structures found throughout the Netherlands, as well as two from the island regions of the Netherlands Antilles, Aruba and Curaçao.

According to Zegeling, the choice of the KLM Dutch house collection is an enormous honor for the owner of the building. Not only does it instantly become a tourist attraction, but it can significantly increase the property value of the property. The airline has created a walking tour of the houses, available on its website, if you would like to explore for yourself.

With an online app, travelers and collectors can detail and monitor their collection. And no one wants a duplicate, and the app will tell you if you have two of the same after you add the song to your list. If that happens, travelers can visit the non-Schengen KLM Crown Lounge at Amsterdam Schiphol Airport to exchange it for a lounge they need on their next trip.

Many people choose to sell them online instead. Ebay is full of people selling these popular gifts to the highest bidder, some fetching incredible amounts of money for the rarest homes.

There are even passengers who go out of their way to travel on October 8, the day after the final house is unveiled, knowing that they will be among the first to receive the newest house in their collection. Some of these have sold for four and five figure sums to avid collectors.

Where did the idea for a farewell gift come from?

The supply of these Delft blue replicas started in the 1950s. The rules at the time did not allow airlines to influence passenger loyalty by giving gifts on board a flight. At the time, regulations were strict, often protecting carriers on certain routes, including a country’s home carrier, from international competition.

However, KLM’s creativity changed the game. The airline realized it could still give passengers a gift if it filled the houses with gin, making it more of an inflight drink than a gift. Of course, few people detach the collectible to absorb it and take it home to add to their collection.

KLM annually produces 850,000 collection houses per year, which are then filled with the Dutch gin producer Bols, plus another 150,000 per year without alcohol for use on flights to dry destinations such as Saudi Arabia and Kuwait.

“…the houses are part of our brand and our culture. They’re not going anywhere.”

Now that airlines are doing everything they can to reduce costs and maximize profits, KLM seems to be bucking the trend with this popular gift. Flight attendants say that rarely does anyone turn down the gift when it is presented on a tray from which passengers can choose their preferred option. Many crew members even say that people are pleasantly surprised when they receive such a nice gift from an airline.

The houses have become a kind of status symbol and have built up an emotional collection where travelers can choose KLM.

Dr. Ryan O’Malley, a South African doctor living in Canada, is an avid collector and says he often chooses KLM, even if the flights are slightly more expensive. He proudly displays his collection in his home.

From a market perspective, this investment by KLM yields profits in terms of customer loyalty. The New Yorker magazine calls it a “powerful customer loyalty mechanism” that helps it build customer satisfaction and increase the value of its loyalty program.

Author Josh Barro goes on to say that he sees it as a “low-tech precursor to the status designations we see today,” referring to the elite status of airlines. The more houses people have, the greater their sense of loyalty to the carrier.

Like other airlines, KLM is currently working on a cost savings program to reduce costs and increase profits. But when asked whether Dutch houses are on the chopping block, Wintel answers: “Absolutely not. We look at everything, but the houses are part of our brand and our culture. They’re not going anywhere.”

A year of firsts

The unveiling in Delft this year is not the only new thing for KLM in 2024. The Dutch airline is also continuing its fleet renewal with the delivery of its new Airbus A321neo aircraft, which are more economical and will fly within Europe in a new livery. the airline. There are currently two and ten more will be added in 2025.

The airline has also shortened the training period for staff after a long absence, such as maternity leave or illness, by using virtual reality glasses, which guide them step by step through their normal working day.

A self-driving vehicle that can serve as a flight crew shuttle is also being tested. And the airline’s airport and flight staff now have new black sneakers in their wardrobe, increasing comfort and increasing staff satisfaction.

Passengers receive more than a Delft miniature house when they fly business class, including a new amenity kit in collaboration with Dutch brand Marie-Stella-Maris. A new option to pre-order meals on flights departing from Amsterdam for World Business Class travelers could help reduce waste while ensuring customers get their first choice.

The airline has also launched a new rail partnership to transport passengers from Amsterdam to Brussels using a train instead of a plane, as part of its environmental sustainability plan to reduce dependence on flying to nearby destinations.

KLM’s Travel Well campaign, launched this summer, aims to show how the journey, and not just the destination, can be fun. Giving customers a gift during the flight is a way to spice up the travel experience, something avid collectors agree with.

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