Digital travel content specialist Frommer’s® Unlimited has achieved a series of firsts in delivering the content of KLM’s new Destination Guide, a global web service on www.KLM.com, including multilingual services and maximized search engine optimization (SEO). Frommer’s Unlimited created a multi-lingual content package of 86 cities, 76 countries and 92 airports in close consultation with KLM airlines, which wished to provide relevant, compelling content for its international customers. Frommer’s Unlimited, in close cooperation with other suppliers, also maximized SEO by writing quality destination content in KLM’s brand style, to appeal to KLM’s leisure and business travelers, but balanced with the airline’s SEO keyword objectives.

• Technical delivery by reverse proxy

  This is the first service that Frommer’s Unlimited has delivered using its new reverse proxy framework – whereby Frommer’s Unlimited delivers raw content in XHTML to the customer’s own server. This technical solution avoids any loss of page ranking associated with white label services and therefore maximises SEO benefit.

• Search engine optimised content in six languages

  In another first for Frommer’s Unlimited, KLM’s site has been created in six languages, all written to maximise relevant SEO terms in each territory, including: English, Dutch, French, German, Spanish and Italian. Users can view any point of interest, from museum to club, shop or restaurant on a KLM branded map.

• Cost-effective custom and syndicated content mix

  The relaunched site features Google™ mash-ups with worldwide events and attractions, and a cost-effective blend of unique destination guides with syndicated venue and events content.

“This new content is already delivering bookings from natural search through the guide content,” said Anna Goldrein of Frommer’s Unlimited. “It allows KLM to reach new customers and reconnect with existing customers across the World, and SEO is a component of content in every language set. With SEO integrated effectively, the KLM website appeals to customers with targeted compelling content, and wins search engine traffic with on-topic keywords.”

“The web content package also presents the KLM brand effectively as an expert in local knowledge worldwide. The guides are a blend of practical and inspirational content, helping KLM customers to avoid stress and time wasting, and inspiring them to travel to unfamiliar destinations or return to familiar destinations to find out more. In short, it’s a hub for travel research and booking, and an opportunity to strengthen brand loyalty to KLM.”

Frommer’s Unlimited is now working on expanding to a wider destination set. To view the guides visit www.klm.com site and access: Travel information – Travel planning – Destination Guide.

About Frommer’s®

Frommer’s—best trips start here.

The market leader in travel guides, Frommer’s publishes more than 300 guides and sells 2.5 million guides annually, reaching 7 million travelers who count on Frommer’s for exact prices, savvy trip-planning, sightseeing advice, dozens of detailed maps, and candid reviews of hotels and restaurants in every price range. Frommers.com is a comprehensive, opinionated travel resource featuring more than 3,500 world destinations. Frommer’s is a registered trademark of Arthur Frommer. Frommer’s is a branded imprint of Wiley’s Professional/Trade business which provides must-have content to professionals, consumers, and students worldwide in all media.

About KLM

KLM Royal Dutch Airlines is an international airline operating worldwide. Founded in 1919, KLM is the oldest airline worldwide still operating under its own name. In 2004 KLM merged with Air France, creating the strongest airline group in Europe. KLM carried nearly 22.6 million passengers and 670,000 tons of cargo in the fiscal year 2006-2007. Headquartered at Amsterdam Schiphol Airport, KLM flies to more than 137 destinations worldwide. In the airline industry, KLM is a leading player with reliable operations. KLMs 33.000 employees are working with passion on innovative customer centric services in a sustainable way.