Passengers that bring too much and too large pieces of hand baggage cause costly delays, internal friction and, above all, a negative passenger experience. After internal and external research, the problem was deemed to be too complex to be solved without compromising KLM’s core value of customer intimacy. Gathering relevant factors on the future of air travel lead to a Future Vision for KLM, proposing a transition towards a true passenger-centric KLM. By considering the impact on passenger experience for all important decisions and policy, a new streamlined customer journey will emerge and the three main reasons to bring hand baggage (found to be time, security and cost) will disappear. Three concepts are proposed as first steps in this transition: KLM Trip Assistant, offering pro-active assistance throughout the complete trip, Shared Stuff, offering rental of commonly used items and Baggage Information, supplying passengers with up to date information about their check-in baggage. A truly passenger-centric experience will not only result in a decrease of hand baggage but will also put KLM back on the map as a reliable and comfortable way of travelling.