KLM are a 100-year-old Dutch airline with revenues of over £9 billion.
The KLM Messenger chatbot has a couple of excellent features.
Intergration of Augmented Reality. This brings the experience to life and makes a fun distraction whilst maintaining the KLM branding.
Affiliate marketing. KLM have affiliated with Booking.com & more to further monetise their bot users. When someone from the bot clicks the KLM Booking.com link, KLM will. collect a reward.
However, the KLM chatbot bot does a rather poor job of guiding the user. Perhaps it could be the various actions which a traveler may want to do. But a menu in the first message would be useful to achieve the results KLM want.