Founded October 7, 1919, it was the first scheduled airline in the world. When contract-pilot Jerry Shaw climbed aboard the new company's leased De Havilland DH-16 on May 17, 1920 and new two passengers and a parcel of newspapers from Amsterdam to London, KLM became the first airline in the world with an established air connection. That same year, the company recorded several more firsts: the first charter flight, the first transport of air cargo, and the first air transport of animals. And, in 1934, KLM became the first European airline to operate the famed Douglas DC-3.
One of KLM's most stunning firsts came just three years ago: the opening of direct service from Taipei to Amsterdam. Despite the uncertainties and various potential risks, KLM chose to act on its own final assumptions—as it had throughout its pioneering history—and launch the service. Though the timing looked right and other indicators pointed toward success, also, the route was thus far untried, and there were obvious political concerns. But moving decisively in 1983, the airline took its chances, inaugurating its first direct flight to Taipei. And since then, the service has proven to be one of KLM's most lucrative runs.
In May, 1982, when J. Th. Zwart came to the Republic of China as district manager, his mission was to prepare KLM for the new on-line service to Europe. He accomplished that task in less than a year. KLM's growth in the ROC since that point has been rapid.
Less than six months after the inaugural Amsterdam-Taipei flight, in April 1983, the company had to expand its offices to accommodate additional staff and prepare for a second weekly flight—begun in May 1984. In response to passenger interest, in August 1984, KLM introduced bi-lingual Chinese personnel on flights between Taipei and Amsterdam.
Then, prior to March 1985, KLM-Taiwan had been reporting to the Hongkong regional office. But in April 1985, it started reporting directly to the regional vice-president for Asia/Australia, a higher echelon.
April 3, 1985 marked the beginning of a third weekly service from Taipei to Amsterdam, this time with a new en route destination, Athens, and another first—an airlink between the Republic of China and Greece.
In August of 1985, KLM-Taiwan moved to more spacious offices opposite the Asiaworld Plaza Hotel, in the heart of one of Taipei's most active business districts. Then, to provide better service for the growing demand in southern Taiwan, the company opened a branch office in the port city of Kaohsiung.
Having recently signed an official agreement with China Airlines, KLM scheduled, for June 6, 1986, the initiation of its fourth weekly service between Amsterdam and Taipei (departing every Friday evening from Chiang Kai-shek International Airport at 6:45 PM and arriving in Amsterdam Saturday mornings at 9:05 AM). The total schedule now specifically adds up to two flights a week from Taipei to Amsterdam—via Athens—on Tuesdays and Fridays, and two flights a week from Taipei to Amsterdam—via Vienna—on Thursdays and Sundays.
KLM-Taiwan's general manager, J. Th. Zwart, says that KLM's basic determination to fly to the Republic of China despite all impediments stems from "KLM's policy of 'flying people-to-people, wherever there is a need.'"
KLM's promotional efforts in the ROC range from this window display and TV ads to Chinese in-flight interpreters and publications.
The need for a direct ROC air-link to Europe was perceived to be very strong, and KLM moved without hesitation to fill the niche. "Our experience since 1983 has proved that decision correct: We've started an additional flight each year since, plus another this year on June 6," he said.
"For their own reasons, the other European-based airlines have not established direct airlinks with the ROC," Zwart noted, "and I have no indication that other European carriers plan to fly here in the near future." Observers in the travel industry here say other European carriers are inhibited by pressures on their governments by Communist China.
Asked if he could comment on what specific factors have made the Taipei Amsterdam link so successful, Zwart expanded: "The success of KLM in Taiwan is quite simple: ROC citizens love to travel, and they are quite affluent by Asian standards. Many have already been to Japan, other parts of Asia, and the United States. Now KLM flies direct to Amsterdam, the heart of Europe. We provide the convenience of same-aircraft service plus the KLM reputation, which is highly regarded by the Chinese."
KLM Royal Dutch Airlines' head office in Amstelveen, Holland, recently announced a special recognition award for KLM-Taiwan's promotional efforts on behalf of its Taiwan-Amsterdam route. Among KLM-Taiwan's 1985 activity items instrumental in earning the award were two 90-minute TV programs introducing Holland; a 13-part TV variety program shot entirely in Europe; and a tourism exhibition and a premiere exhibition by World Press Photo in the Republic of China.
On the drawing board for Taipei-Amsterdam services over the next few years, says Zwart, is a policy "to promote KLM in such a way that it becomes synonymous with travel to Europe. At the same time, we will seek out and utilize every opportunity to upgrade our ground and in-flight services for the maximum convenience and comfort of our passengers.
"For instance, we now offer a choice of Western or Oriental-style foods on all flights between Taipei and Amsterdam, and Chinese tea is always available to passengers. And each flight carries a Chinese interpreter fluent in English and Chinese. To provide better in-flight entertainment, we will soon be providing our own in-flight Chinese language magazine for all our Chinese passengers. This will be an addition to the Chinese newspapers and magazines we already carry."
Zwart noted that European countries have a very high regard for the potential of the Far East as a source of tourists "In the past few years," he said, "the Japanese have been especially noticeable in Europe, and I believe that tourism from the ROC is now beginning to have a real impact on the (European) market.
"Travel from Taiwan to Europe is growing faster than it is to other destinations, and the national tourism organizations of the major European countries are aware of this—and very interested. We have noted a definite increase in the level of their promotional activities here as well as in Hongkong and other areas in the Far East."
Zwart is notably content with the fact that KLM has reaped the rewards for pioneering and is now comfortably ahead of the pack.