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EDITORIAL
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TECHNOLOGY & RETAIL EDITOR
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Better together
As legendary basketball player Michael Jordan famously said: "Talent wins games, but teamwork and intelligence win championships."
Walking the halls of the Hamburg Messe in April during WTCE/AIX, it was clear that the same ethos applies to our industry – where collaboration and creativity make for a game-winning formula.
April Waterston MANAGING EDITOR Onboard Hospitality
Whether it was suppliers working together, thoughtful brand partnerships or the sharing of thought leadership and expertise at the Taste of Travel Theatre (see more on this on pages 20-22), one thing stood out: We're all working towards the same goal, and through collective effort, tough challenges can be overcome and great things can be achieved.
The theme of collaboration is explored throughout this issue. On pages 27-29, for example, we take a deep dive into Lufthansa's FOX launch, completed in close partnership with gategroup. On pages 30-32, talented and acclaimed chefs team up with airlines, railways and caterers to bring their clout, expertise and experience onboard. We even look at designing in partnership with the 'AI intern' on page 38 – a read not to be missed.
And a strong demonstration of success from collaboration can be found in our coverage of this year’s Onboard Hospitality Awards. Congratulations again to all the winners. Enjoy the read!
STUART FORTSER
BEV FEARIS
CRAIG MCQUINN
Inside this issue...
Regulars
07 In the News: Recent updates
People on the move: Job seekers and movers
15 Show highlights: Key facts and figures
18 New products: Ten F&B finds
Taste of Travel: Learnings from thought leadership
Beauty in the details: Events that tell a story
27 FOX in focus: Lufthansa's collaboration with gategroup takes flight 30 Expert blend: Chef collaborations onboard
33 In conversation: Nick Wiley, En Route
Sense of place: Destination-driven
36 New arrivals: BioDigestible Plastic
Opinion: Designing with AI
Wellbeing
41 Opinion: Health trends from WTCE
42 Anniversaries: Milestones worth celebrating
45 Calendar: What's coming up
46 IFSA: What to expect
47 Onboard Hospitality Awards 2026
50 Gallery: Ceremony photos 52 Winners: See who won
62 Cabin Concept: Gold, Silver and Bronze winners
64 Enter next year: Entries open September 1 2026
Saudia Business Class Soft goods
Aeromexico extends deal
Aeromexico and gategroup have agreed a three-year extension to their long-standing catering and hospitality deal.
The renewed contract covers operations at 15 airports across Europe, North America and Latin America, and builds on a 15-year history of cooperation between the Mexican airline and the global provider of airline catering, retail-on-board and hospitality products and services.
It will also further establish gategroup’s presence in strategic international markets while supporting Aeromexico’s global network, which also includes
services at additional stations in the Asia Pacific region.
Federico Germani, Chief Commercial Officer and President for LATAM and APME at gategroup, said: “Our relationship with Aeromexico goes beyond day-to-day operations. It is rooted in confidence, aligned objectives, and a shared ambition to elevate the inflight experience.
"This new three-year mandate across 15 global stations highlights the durability of our collaboration and our focus on culinary quality, reliability, and forward-thinking solutions.”
NEW BRAND IDENTITY FOR SKYCHEFS
SkyChefs has unveiled a refreshed brand, marking a new chapter in the catering company’s near 85-year history. The rebrand drops the ‘LSG’ prefix and introduce a more contemporary US-inspired visual identity. The look is already being rolled out online and across SkyChefs’ trucks, signage and uniforms.
“This refreshed brand brings our promise to deliver, delight, and innovate front and centre, while reflecting the pride we take in what we do and the people who make SkyChefs what it is,” said SkyChefs CEO Erik Olund.
Virgin autism first
Virgin Atlantic has launched an accredited Autism Awareness training programme for cabin crew, produced in partnership with the specialist organisation Autism Double-Checked.
The mandatory digital training is comprised of two modules. The first covers general awareness of autism, while the second is tailored specifically to the cabin crew role, focusing on the inflight experience. All crew will complete the sessions as part of their annual learning.
SWISS axes duty-free as habits shift
Swiss International Air Lines (SWISS) will discontinue inflight duty-free sales at the end of September 2026.
The decision comes in response to changing passenger purchasing behaviour over recent years. In its place, the airline will offer a broader selection of products via the digital Worldshop of Miles & More.
The current inflight sales catalogue will remain valid until the offering ends on September 30.
From June, SWISS will offer selected items from the remaining duty-free assortment at reduced prices. Discounts will start at 25%.
Other onboard retail offerings on SWISS flights, notably SWISS Saveurs Economy F&B concept, will remain unaffected. Passengers will still be able to purchase selected products from the duty-free catalogue online.
SAUDIA WELCOMES A321XLR ARRIVAL
Saudia has taken delivery of the first of 15 planned Airbus A321XLR aircraft due to join the fleet by the end of 2027. With an extended range of up to 8,700 kilometers and a flight duration of up to nine hours, the narrow-body aircraft offers flexibility to operate longer international routes.
The A321XLR is the first new delivery to feature elements of ‘The New Saudia Experience’, Saudia’s new onboard offering. The cabin is equipped with high-speed inflight connectivity and configured with 24 Business Class suites, alongside 120 Guest Class seats featuring enhanced seat design, 13-inch personal entertainment screens, and charging ports.
Lufthansa styles it out with uniform collab
Lufthansa has teamed up with designer brand BOSS on a new uniform for its cockpit, cabin and ground staff.
New outfits will roll out in the fourth quarter of 2026, linking with the carrier’s 100th birthday celebrations.
The collection marks the first major uniform update for the airline in more than 20 years and
includes approximately 40 new or reimagined pieces. While the designs retain the airline’s traditional dark blue and yellow colour palette, the new line introduces a cape for cabin and ground crew, paying homage to the company’s history.
Staff will be able to mix-and-match the new uniform with existing items to reduce waste.
A JOURNEY IN COUTURE
Saudia and Elie Saab’s onboard collaboration enters a new chapter, bringing the couture house’s signature elegance into the cabin through elevated materials, sophisticated silhouettes and refined detailing.
An inspired collection of amenity kits, bringing an immersive, fashion-led vision of modern luxury to the journey.
NEWS BITES
• Sunclass Airlines has added a new pizza slice to its light meal offerings onboard after teaming up with Monty’s Bakehouse • Eurowings crew members can now wear white sports shoes with the airline's logo as part of their everyday uniform, instead of just on Fridays as part of so-called ‘Sneaker Flydays’ • Saudia has introduced a special edition of onboard refresher wipes inspired by three scents rooted in the Kingdom’s national heritage • Etihad Airways is rolling out a new line of amenity kits in Business cabins with 14 designs to collect, each inspired by a city in its global network • Best Day Brewing has partnered with Alaska Airlines to offer its non-alcoholic Kölsch on selected flights •
American uncorks Cali wine selection
American Airlines has introduced a range of new Californian wines in select premium cabins. Their introduction comes as part of the airline’s investment in its premium inflight experience and is the first phase of a broader refresh of American’s wine programme. In the Transcontinental Flagship First and Flagship Business cabins, Migration Chardonnay and Justin Cabernet Sauvignon are being introduced. From Sonoma Coast, Migration Chardonnay has a 93-point rating from
James Suckling and 92 points
from Wine Enthusiast. The Justin Cabernet Sauvignon, from Paso Robles, earned a gold medal at the London International Wine Competition in 2024.
Truchard Vineyards Chardonnay, from Napa Valley, and Decoy Cabernet Sauvignon will be served in the International Flagship First and Flagship Business cabins. Decoy Cabernet Sauvignon was named wine partner for the 77th Emmy Awards season, while Truchard Vineyards Chardonnay boasts a five-star Restaurant Wine rating.
People on the Move
Keep up to date with key industry movers and shakers. See onboardhospitality.com
easyJet AS: Head of Business Performance – Inflight FROM: EY Parthanon
Giulia Morandin returns to easyJet to optimise the airline's top inflight retail offer, combining customer insight, data-driven strategies and airline expertise.
P&O Ferries AS: Head of B2B Sales
Dominic Tucker will lead P&O Ferries’ B2B and passenger group sales, strengthening key customer and travel partner ties. With a long career in the B2B space, he worked mainly in aviation.
Manoj Pridhanani will oversee design innovation, crafting futurefocused onboard solutions for clients based around in-demand sustainable principles.
With 30-plus years’ experience in inflight service and product development, Damon Stanton offers operational expertise, commercial insight, and passion for customer experience.
At AAB Inflight Steve Austin focuses on onboarding and supporting new clients. He brings commercial expertise from outside the industry.
Jenefer Jackson, with 25-plus years in global hospitality and aviation, will be in charge of elavating customer experience and premium service, building strong teams and ownership culture.
To discuss your wider talent needs, get in touch with this team of specialists, using the contact details: Roy Wilson: roy@ thehaywardpartnership.com (UK/EU/UAE) Mike Pooley: mike@thehaywardpartnership.com (APAC) Sandra Pineau-Boddison: sandra@thehaywardpartnership.com (Americas) Lance Hayward: lance@thehaywardpartnership.com (general enquiries)
JOINS:
GIULIA MORANDIN
JOINS:
FROM: easyJet
DOMINIC TUCKER
JOINS: Plane Talking Products AS: Creative Director
MANOJ PRIDHANANI
JOINS: Qantas Airways AS: Senior Product Manager Dining FROM: dnata
DAMON STANTON
JOINS: AAB Inflight AS: Business Development and Sales FROM: Monty's Bakehouse
STEVE AUSTIN
JOINS: Emirates Airlines AS: SVP Inflight Product and Ground Hospitality Planning
JENEFER JACKSON
Placements really matter
Mike Pooley Partner
The Hayward Partnership
Sharing experiences and shaping futures
The burning question on the minds of most hospitality graduates leaving Oxford Brookes University is ‘How do I get my first job?’.
It’s been a while since I took that step, so I invited Chloe Shepherd from Q5 Consulting to share her more recent experiences of getting on the ladder with my 2026 mentees. The students learned so much from it. This is Chloe’s feedback:
"Mentoring Oxford Brookes students has been a rewarding way to share application experience and support others in their future careers.
"I held a session covering my journey from university to my current role, including the trials and challenges along the way, and offered top tips and practical insights on CVs, covering letters, interviews, and assessment centres.
"I also covered how to use AI to support rather than to hinder the application process. At the moment, it's a particularly tough graduate job market, so helping these ambitious students felt like a meaningful way to put hard-earned insights to good use, and I'd strongly encourage others in the industry to get involved too."
lance@thehaywardpartnership.com
As a Visiting Industrial Fellow at Oxford Brookes Business School, my discussions with post- and undergraduates cover many aspects of their education, career experiences, networking efforts and ‘employabilityʼ.
The most valuable conversations (and often the most challenging) are those when we discuss their pending industrial placements. I recently spent many hours encouraging focused and talented second-year students that this year out can provide the practical experience, commercial awareness, confidence and vital workplace exposure that can never be realised in a library or classroom. All students gain personally and professionally, and strong industry partnerships enhance the process.
If your business would like to forge ties with universities like Oxford Brookes, please reach out. You will create a real opportunity for your company by collaborating with a student whose contemporary perspective and skillset can make a valid contribution.
mike@thehaywardpartnership.com
ROLE OPPORTUNITIES
Looking for your next job? Look no further!
The Hayward Partnership, in collaboration with Partnerwise, is looking to place several roles. Get in touch to find out more:
• Sales Manager Middle East
• Business Development Director
• Ecommerce/Digital SVP
• Business Development Manager
WTCE/AIX
Auf Wiedersehen, Hamburg
We reflect on another successful year for the World Travel Catering & Onboard Services Expo and the Aircraft Interiors Expo, co-located at the Hamburg Messe
More than 160 airlines from 66 countries and procurement teams from around 50 of the world’s leading inflight catering companies gathered in Hamburg in April for the World Travel Catering & Onboard Services Expo (WTCE) 2026.
With 319 exhibiting companies, including 79 first-time exhibitors, the three-day show brought together suppliers working across food and drink, packaging, amenities, serviceware and onboard and catering technology.
The co-located Aircraft Interiors Expo helped attract an even wider audience of passenger experience professionals, with 4,000-plus visitors attending in total.
Buyers in focus
The event’s VIP Buyer Programme welcomed senior decision-makers from airlines including American Airlines, United Airlines, Turkish Airlines, easyJet, Emirates, Lufthansa, Wizz Air, Delta Air Lines, Qantas and British Airways. Fourteen rail companies were also in attendance, with representatives from Eurostar, DB Fernverkehr, Trenitalia, Amtrak and LNER.
For 2026, WTCE’s VIP Buyer programme also helped drive more focused product discovery. For the first time, VIPs could chose from personalised sample bags assembled from 20 products in a special Discover Zone, which showcased a crosssection of ideas from food and drink to packaging and service items, such as champagne stoppers for the skies.
This helped to reduce waste and allowed VIPs to take products home and test as a consumer in their own environment and share with their wider teams.
The bigger picture
“While food and catering remains at the heart of the passenger journey, it’s now a much bigger picture,” said Shona Thomson, Event Manager of WTCE 2026.
"Sustainability, design, wellness, and the role of operations to drive efficiencies, sustainability and improve passenger experience all play a key role in getting the passenger experience right across the world and across all cabins."
Thomson said the onboard industry is now more motivated than ever to strike the right balance between premium service and operational reality.
"WTCE 2026 was once again a vital event for the supply chains to build and nurture the partnerships that will define how we will all fly over the next decade," she added. WTCE and AIX 2027 take place on April 6-8.
WTCE 2026 was a vital event for supply chains to build and nurture partnerships
16 / REVIEW: WTCE/AIX
Key takeaways
Across the exhibition, suppliers showcased a broad range of new product development and concepts aimed at meeting evolving airline priorities around efficiency, sustainability and passenger satisfaction.
Catering
In inflight catering and service solutions, major players included gategroup, dnata, SATS, Foodcase International and Cuisine Solutions, who all presented new approaches to menu design, service logistics and waste reduction.
gategroup marked its 95th anniversary with a dedicated hall bringing together its brands to showcase its capabilities, technologies and creative thinking across the airline catering and travel experience space.
SATS spotlighted Monty's Bakehouse and Gourmet Solutions by SATS on its stand to build new partnerships and share its latest catering offerings for airlines.
Meanwhile, dnata Catering & Retail showcased a micro farm installation, proving how airlines can integrate selected herbs for menu development – improving freshness, reducing waste and enhancing sustainability-focused menu design.
Around Noon used WTCE to launch its new Arctic Deli to meet the needs of airlines looking to serve fresh sandwiches across longer routes.
En Route unveiled its En Route Club – a series of sandwiches including bread rolls, ciabattas and brioches that can all be filled with different flavours to reflect regional taste trends.
New flavours and snacks for the skies were presented by a number of brands including Poco Vino with its sleek, colourful variety of 187ml wine bottles.
Among the product highlights, Traiteur de Paris also unveiled a new crème brûlée developed specifically for onboard service.
Wabba Treats brought new flavours of its popular vegan and major allergen free
bean-based snacks.
Poshi returned and brought its line of shelf-stable portioned olives and seasonable vegetable snacks, such as artichokes and asparagus.
Farmley introduced nut and seed mixes tailored for premium economy catering.
Large-scale suppliers like General Mills also had a presence, focusing on their iconic brands such as Nature Valley and Häagen-Dazs.
Bottega presented its signature selection of Italian wines and spirits, emphasising small-format packaging with a touch of first and business-class service.
Complementing the traditional wine offer, Twisst showcased its expanded range of non-alcoholic, ready-to-drink cocktails. These shelf-stable cans, featuring classics like the Mojito and Piña Colada, were positioned as a high-quality, operationally efficient solution for airlines looking to serve sophisticated mocktails.
Comfort
Amenities and passenger wellness was also a key area of the event.
Linstol launched a new concept collection titled 'The Art of Delivery'. This campaign focused on the craftsmanship,
The industry is more motivated than ever to strike the right balance between premium service and operational reality
This year's Taste of Travel sessions brought together industry experts
engineering and sustainability behind their products. The company also introduced Sound by Bose technology into its inflight audio portfolio.
Buzz celebrated the launch of many partnerships, such as those with China Airlines, Tangerine and American Airlines.
Meanwhile, Formia and Kimrica Hunter brought their latest high-end, sustainable personal care products intended for global airline partnerships.
Data-driven service
Devion brought catering supply chain equipment to the show floor with an impressive demonstration of its robotics, a popular hit for airlines looking to automate catering processes.
Meanwhile, Driessen Catering Equipment unveiled its new Cool Trolley, designed to keep food and beverage items chilled for extended periods without using dry ice.
C8Rtech, a new stand-alone company dedicated to delivering advanced airlinecatering technology solutions, was launched by LSG Group. The company’s digital tools are designed to help airlines cut complexity and elevate productivity by using data analytics to predict passenger demand.
On the other side: AIX
This year marked the 25th edition of Aircraft Interiors Expo (AIX), with eight exhibitors returning for the 25th time: Collins Aerospace (formerly B/E Aerospace), Belgraver, Botany Weaving Mill, CELSO, Lantal Textiles, Rohi Stoffe, Tex Tech Industries and Percival Aviation.
Alongside the AIX veterans, 93 companies made their AIX debut, supported by a strong influx of first-time visitors.
Among the major airline announcements, flyadeal confirmed its two-class Airbus A330-900neo cabin strategy ahead of entry into service from 2027, marking the carrier’s long-haul debut.
Thompson Aero Seating, Unum Aircraft Seating and PriestmanGoode/Geven all unveiled new premium seating concepts focused on greater privacy, flexibility and configurable cabin layouts, while Mirus Aircraft Seating and ZIM Aircraft Seating showcased lighter-weight seating platforms designed to improve efficiency and recyclability.
ZIPAIR revealed a fleetwide deployment of MacBook Pro as its inflight server platform integrated with Starlink connectivity, while Thales introduced its FlytEDGE Aura seatback IFE system featuring next-generation display and connectivity capabilities.
Burrana and Seamless Digital showcased a new concept which uses e-paper seatbacks as dynamic advertising surfaces, and IdeaNova launched an offline-first AI-driven platform designed to deliver personalised entertainment and shopping experiences onboard. •
Watch out!
Top ten F&B finds
Exhibitors at WTCE 2026 delivered a fresh wave of innovation. Here are ten standout products highlight the trends shaping future inflight menus...
1 Life Is Bananas: Simple, healthy snacking
Best for: Young travellers and economy
Life Is Bananas delivers a simple but effective snack: freeze-dried fruit snacks that retain their nutritional value. Lightweight, long-lasting and allergen-friendly, the mango, strawberry and banana range ticks multiple boxes for airline service.
2 STICO: Handheld, mess-free meals
Trend: Format innovation STICO rethinks the onboard snack format entirely, turning comfort food into a convenient, handheld option. With fillings like Chicken Curry and Cauliflower Risotto encased in a crispy dough “stick”, it offers a more substantial alternative to traditional snacks. Made with 'real ingredients', it aligns with demand for cleaner, easierto-eat solutions in tight cabin environments.
3 ODE: The rise of aperitif culture onboard
Trend: Gen Z drinking habits
ODE’s bold, brightly packaged aperitifs reflect a broader shift away from traditional wine and beer. Available in lemon and ruby wood flavours, the Berlin-made drinks tap into cocktail culture with flexible serve options –neat or mixed.
4 To Øl: Craft with personality
Trend: Independent beverage brands
Danish brewery To Øl brings colour, creativity and a craft ethos. From lowgluten session IPAs to experimental brews, its range reflects the continued rise of independent brands in airline catering. Already served by some major carriers, To Øl offers a way to inject personality into beverage menus while aligning with passenger expectations for more distinctive, premium choices. Curry and Cauliflower for cleaner, easier-
5 The Coconut Collab: Plant-based made premium Trend: Inclusive indulgence
The Coconut Collab’s WTCE debut underscored how far plant-based has evolved, moving firmly into indulgent territory. Its coconut yogurts and chocolate ganache pots deliver on both dietary needs and taste, offering gluten-free, dairy-free and vegan-friendly options. Already onboard major carriers, the range is tailored for airline service with ambient formats that balance inclusivity with broad passenger appeal.
7 Hard Rock Cocktails: Bar-quality, minus the complexity
Best for: Operational ease
brand’s bar experience without the need for preparation, the Hard
Designed to replicate the brand’s bar experience without the need for preparation, the Hard Rock Cocktails ready-to-drink range offers a practical solution for airlines looking to elevate drinks without adding complexity for crew.
8 World’s Best Cheeses: Curated global sourcing Trend: Elevated grazing
With over 3,500 specialty products, World’s Best Cheeses’s WTCE presence highlighted growing demand for premium, globally sourced grazing options onboard. It is backed by strong logistics and an expanding airline division.
9 Banana CPH: Upcycling meets indulgence
Trend: Waste reduction
Banana CPH transforms surplus bananas into cakes, cookies and truffles. Plant-based and naturally sweet, the products combine sustainability with indulgence, highlighting how upcycled ingredients can be made into scalable offerings.
6 Pots & Co: Desserts as a premium touchpoint
Best for: Premium cabins
Pots & Co is leaning into the idea that dessert can define the onboard experience. With a focus on highend ingredients and no artificial preservatives, the brand positions itself as an easy upgrade for premium cabins seeking a more memorable final course. Sounds sweet to us!
10 Minimelis: Wellness goes edible
Trend: Functional inflight wellbeing
Minimelis reflects the growing convergence of food and wellbeing onboard. Its functional gummies feature melatonin, multivitamins and more, offering a simple way to support rest and reduce jet lag. Developed through dedicated R&D, the range points to a future where snacks do more than satisfy hunger, actively contributing to passenger comfort and wellness.
Rock Cocktails
Key takeaways from
Taste of Travel 2026
A packed agenda of Taste of Travel sessions left plenty of food for thought at this year’s WTCE. Here we summarise some key takeaways...
Onboard Hospitality was once again proud to produce the Taste of Travel Theatre programme in partnership with the World Travel Catering and Onboard Services Expo (WTCE) this year. Huge thanks to all who took part.
Read on for a small flavour of the thought leadership on display. To watch all of the sessions in full, head to the WTCE website.
Rethinking international catering waste
One of the industry’s most significant hurdles is the so-called “regulatory paradox” of International Catering Waste (ICW).
This discussion navigated the different aspects of sustainability, emphasising the underplayed aspects of it being a critical operational factor, tied to cost control, legal compliance and efficiency.
Marian Brestovansky, Government Affairs Manager at the International Flight Services Association, led the panel, which featured Diana Cawley, CEO of the Aviation Sustainability Forum (ASF); Olivia Stoll, Sustainability Manager at Flying Food Group; and Thorunn Björg Guðmundsdóttir, Sustainability Manager at Icelandair.
The conversation explored how the industry can transition from high-volume waste to a closedloop, science-based circular economy.
With over one billion meals served to seven billion passengers annually, Cawley presented data from ASF audits showing that approximately four million tons of waste are generated globally each year.
“About 30% of that waste is potentially recyclable,” Cawley noted, highlighting that 18% of food waste consists of untouched, sealed items that are currently mandated for incineration or landfill due to outdated biosecurity laws.
The panellists discussed the friction between environmental goals and rigid regulation, such as the EU’s animal by-product regulation and the US’s “regulated garbage” rules.
Guðmundsdóttir shared Icelandair’s three-year journey to implement a risk-based recycling framework, emphasising that a lack of standardised international procedures creates confusion for cabin crew and frustrates passengers who expect to recycle onboard.
Reimagining the bar cart
Examining the evolving landscape of onboard beverage service, this session focused on premiumisation, sustainability and functional wellness.
Kelly Stevenson, Founder of drinks strategy firm Jetvine, was joined by Florence Cherruault, Founder of The Pickle House, to discuss how brands are adapting to the unique requirements of the travel environment.
The discussion highlighted the Bloody Mary as a staple of inflight service due to how altitude affects taste.
The “no and low” and wellness categories were identified as major growth sectors. Stevenson introduced Unrooted, a wellness shot brand using the African baobab fruit, which offers high fibre and anti-oxidant content.
The panel also addressed a trend toward “indulgence,” noting that travellers are increasingly seeking treats like champagne or premium rums.
Stevenson observed a shifting dynamic between legacy freeservice models and buy-on-board programmes: “What you’ve had… is very good quality, because people need to pay for it. So the quality needs
to be high and the choice needs to be exceptional… but the free offering that might be at the front of the plane is more of a staple – as in there’s not much innovation coming through. But I think that is changing… customers are demanding more, and we have to wake up to that as an industry, you need to have quality.”
The session concluded by identifying technology and pre-ordering as the next frontiers for bar cart innovation, allowing for more diverse stock without increasing weight or waste.
Is Asia the new standard-bearer for passenger service?
Exploring why Asian and Middle Eastern carriers consistently dominate global service rankings, moderator Jeremy Clark suggested that while lower labour costs are often cited,
the true differentiator is a cultural commitment to hospitality.
He noted: “You’re not in the transportation business. You are in the hospitality business. You just happen to be moving them from A to B.”
Mirko Bestier, Vice President Culinary, Riyadh Air, emphasised that future success lies in balancing technology with human interaction. He said: “Automate anything that doesn’t really add emotions, and you then focus on the human service element to be the main driver.”
Bestier argued that as a “greenfield” airline, Riyadh Air has the advantage of building digital-first processes, such as pre-ordering from scratch to enhance passenger comfort.
The discussion went on to highlight India as a major growth engine. Punit Aurora, CEO SATS India, noted that
You are in the hospitality business. You just happen to be moving from A to B
Indian passengers have become increasingly well-travelled and demanding.
“The passengers are very unforgiving. They are very demanding in today’s market,” Aurora said, adding that menus are evolving beyond traditional staples to meet sophisticated international expectations.
A significant portion of the session focused on the anticipated return of Chinese outbound travel. The panel identified a shift in demographics toward “active seniors” – a group forecast to exceed 100 million travellers by 2025.
John Harwood, VP Retail, dnata, addressed the challenge of maintaining authenticity for this market as they travel to new destinations. “The Asian carriers are very much aligned with once you get on a plane, the brand is very much tied to what you see in front of you,” Harwood stated.
He noted that caterers must ramp up culinary expertise and language skills to maintain this connection. Stuart Senior, Global Commercial Director, En Route International, added that En Route invests in primary research to understand these needs, focusing on “nostalgic flavours” and clear labelling to cater to older travellers.
Economy in focus
A live simulation challenged the industry to elevate the service standards for the cabin’s most populated seat class that is often most overlooked.
Nik Loukas of Inflight Feed and Vassilios Georgakopoulos, Aviation Customer Experience Consultant at Hôte Advisory, put on an interactive display which included tasting of inflight meals on the ground.
How much does the food in Economy matter, really? For any doubters, the session opened with data highlighting the critical role of onboard dining in passenger satisfaction.
Citing a 2024 study, the presenters noted that 70% of passenger satisfaction is explained by food quality, while a 2019 survey of 704 passengers from Emirates and Oman Air revealed that nearly 30% of travellers would switch airlines specifically for better food.
The presenters emphasised that Economy passengers increasingly seek variety, customisation and culturally aligned meals. Examples included JetBlue’s customisable components and Malaysia Airlines’ unique Book the Cook service, which allows economy passengers to pre-order main meals – which is a feature typically reserved for premium cabins.
The discussion also touched on the necessity of real cutlery.
In a live poll, 100% of the participating audience agreed that stainless steel cutlery significantly elevates the dining experience.
Loukas noted that several
Stainless
steel cutlery significantly elevates the dining experience
airlines, including Emirates, Turkish Airlines and Korean Air, continue to provide metal cutlery in economy to maintain brand standards.
The cost of good customer service
How can airlines balance the books while maintaining a premium passenger experience?
Moderated by Fernanda Veiga, Business Development Director, Kaelis Group, the all-female panel featured Melanie Berry, Chief Customer Officer at Vueling Airlines, Beatriz Guillen, Chief Customer Officer at Iberia Airlines, and Victoria Schuster, Senior VP Customer Service, British Airways. The consensus view was that service shouldn’t be viewed as a “cost centre” but instead as an essential pillar of brand loyalty, which brings in dividends in a multitude of ways. Schuster explained that digital tools are reshaping the customer journey – for instance with “channel harmony” which refers to the idea that whether the passenger interacts via an app, a chatbot or a crew member, their experience must remain seamless. The session concluded with a consensus that the cost of “bad” service – manifesting in lost loyalty and operational delays – is far higher. •
Events that tell a story
Beauty in the details
Monte Vibiano and Linstol brought the onboard experience to life in Hamburg. Lights dimmed, headphones on, and we’re ready for takeoff...
The outside world fades into a swell of cinematic music as light begins to dance across the walls. What starts as a flicker becomes a fully immersive story, unfolding not on a screen but across every surface of the room. For a moment, the audience is no longer in Hamburg, but somewhere between history, imagination and flight.
This was not just another industry gathering during the World Travel Catering & Onboard Services Expo (WTCE), but a carefully choreographed expression of where the onboard experience is heading.
Immersion as storytelling
Castello Monte Vibiano and Linstol’s co-hosted evening at Hamburg’s Mozartsäle transformed the historic venue into a multi-sensory environment, where sound, projection and performance worked in unison to tell a story – not just of aviation, but of how experience itself is evolving.
At the heart of the evening was a striking visual narrative projected across the neoclassical architecture of the main hall. Spanning all four walls, the animation traced the story of mankind and flight, from early imagination to modern aviation.
“It’s hard to explain how short a period in time flight actually is,” said Mark Russell, CEO of Linstol, speaking on the night. “It goes back to the sketches of Leonardo da Vinci. Tonight, I hope you enjoy some of that imagination.”
Everything is about the details – every single one of them matters
LORENZO FASOLA BOLOGNA, CEO, MONTE VIBIANO
Today, every single passenger is the most important passenger, because everyone has a voice
Equipped with over-ear headphones provided by Linstol, guests were drawn deeper into the narrative through a synchronised soundscape, where music and visuals combined to create an experience that felt both personal and collective.
The inclusion of compositions by Wolfgang Amadeus Mozart offered more than just a fitting soundtrack. The composer’s ability to transform notes and technicalities into emotional resonance served as a subtle parallel to the ambitions of today’s airline experience, which turns the simply functional into something special.
As the projections faded, the focus shifted from visual storytelling to physical performance. Two acrobats took to the stage, their movements precise and seemingly gravity-defying.
The symbolism did not go unnoticed. Just as early aviation challenged perceptions of what was possible, so too does the next generation of onboard experience.
A new mindset
For Lorenzo Fasola Bologna, CEO of Monte Vibiano, the evening was about more than spectacle.
“If I had to sum it up in one word, it would be lifestyle,” he said. “We
brought together Monte Vibiano and Linstol because each company has its own story to tell, but the real magic happens when we combine our skills and create an experience everyone can be proud to showcase.”
That idea of collaboration and of moving beyond standalone products towards something more holistic reflects a broader shift within the industry. “Travel is changing,” Bologna continued. “Today, every single passenger is the most important passenger, because everyone has a voice. Airlines are rethinking not just how to serve food onboard, but what special experience they can create with every meal.”
In this evolving landscape, food is no longer simply a service element, but a central pillar of the passenger journey.
“Food has become one of the most important parts of the airline experience,” he said. “People might not choose an airline just for caviar, but they absolutely remember how the overall experience made them feel –and food is at the heart of that.”
It is a sentiment that aligns closely with the tone of the evening itself: carefully curated, emotionally driven and rooted in sensory detail.
The details that linger
Following the performances, guests were invited to experience Monte Vibiano’s Italian heritage first-hand, with food and drink that reflected the brand’s provenance and philosophy.
As conversations continued into the night, accompanied by a DJ set flown in from Ibiza, the underlying message of the evening remained clear.
Today, the future of onboard hospitality is not defined by a single product or innovation, but by how every element – sound, service, flavour, atmosphere – comes together.
“Today,” Bologna said, “everything is about the details – every single one of them matters.” •
Flying Fox
From Michelin-inspired menus to 187 million serviceware items, Lufthansa's new long-haul concept underscores the scale of gategroup’s operation
Lufthansa has launched its new Future Onboard Experience (FOX) long-haul service concept across all cabin classes, marking one of the carrier’s largest investments in onboard hospitality to date.
by Executive Chef Christoph Brandstaetter and Lufthansa’s own culinary team, to develop menus that reflect Lufthansa’s premium positioning and the FOX philosophy.
Created over a two-year period in close collaboration with gategroup, the programme brings together culinary development, operational planning and onboard equipment design. gategourmet collaborated on menus across all four cabin classes, while deSter designed more than 150 service items.
Olaf Mauthe, Head of Inflight Service, Lufthansa, said: “FOX is a key element of our ambition to further develop the Lufthansa onboard experience in a holistic way. With gategroup, we share a strong and trusted partnership that enables us to jointly develop new culinary concepts and successfully bring them into operation. This close collaboration is a key success factor for FOX.”
Meanwhile in Business Class, new menu concepts were created in collaboration with renowned chef Johann Lafer, gategroup's culinary team and Lufthansa’s culinary experts. The introduction of more flexible dining options, including the ‘Sky Selection’ concept, offers passengers greater choice and personalisation.
Max Herzog, gategroup’s Senior Executive Chef at Lufthansa’s Studio 508, played a key role in adapting all menus to the specific requirements of inflight service.
Dining, elevated
In First Class, two Michelin-starred chef Christoph Kunz worked with gategroup’s culinary team, led
“As Senior Executive Chef for the Lufthansa Group, I am responsible for the complete menu development across all four travel classes: First Class, Business Class, Premium Economy, and Economy,” explained Herzog. “Working with top chefs such as Christoph Kunz and Johann Lafer required adapting fine-dining philosophies to the operational realities of airline catering.
“For Chef Christoph Kunz, this was his first experience designing menus for an
airline environment. When we began our collaboration around three years ago, it was essential to first explain the specific challenges and restrictions of onboard catering before we could start the actual menu development together. Together, we adapted Chef Kunz’s creative approach into dishes that still delivered a premium culinary experience while being operationally reliable for inflight service."
A highlight of the menu can be found as a starter in the FOX Lufthansa First Class. Passengers can enjoy panseared pike-perch fillet with Lardo di Colonnata beurre blanc, kimchi, crispy fried ginger, and fresh red currants.
In
a completely fresh production process for all Business Class meals. These were important milestones we achieved together.”
Serviceware overhaul
Alongside culinary advancements, Lufthansa has also overhauled onboard serviceware and presentation. Around 187 million individual tableware and cutlery items are being replaced or introduced as part of the rollout.
Business and First Class, tactile and visual presentation are not secondary details
In Lufthansa Business Class, meanwhile, Johann Lafer’s starter menu includes a vegetarian composition of marinated braised eggplant served on sweet potato and yuzu purée, accompanied by wild broccoli and teriyaki sauce.
“Chef Lafer’s cooking philosophy also aligned perfectly with Lufthansa’s new FOX food concept.” added Herzog. “The focus is strongly centered on the quality of raw materials, the introduction of carefully selected suppliers, and
Specialist deSter led the design and development of this equipment, aligning the design with Lufthansa’s brand heritage, modern German design principles and the visual identity of the Allegris cabin.
“From deSter’s perspective, the Lufthansa FOX programme represents one of the most comprehensive onboard equipment transformations in recent aviation history,” said Johannes Hein, Director Marketing and Communications, deSter. “The scale goes far beyond the headline figure of replacing 187 million items worldwide. deSter
was responsible for the design and development of more than 230 individual serviceware and equipment solutions across all four cabin classes including the integration of brand partnerships.
“This meant rethinking the entire onboard ecosystem. From tableware and casseroles to crew handling tools and trolley integrations, every item had to work as part of a connected service flow.”
Equally important was the operational complexity. Each solution had to perform consistently across a global long-haul network, under strict constraints of space, weight, safety, and turnaround time. At this scale, even small design improvements translate into significant operational and environmental impact.
Quality additions
“In the FOX context, tableware and service items act as tangible brand carriers,” said Hein.
“They translate Lufthansa’s design language and premium ambition into something passengers can see and touch.
“In Business and First Class, tactile and visual presentation are not secondary details. They are central to how passengers experience hospitality at 35,000 feet.
"When a meal is served in a premium cabin,
the serviceware is the first physical touchpoint. It sets the tone before the first bite.”
For the Lufthansa FOX concept, deSter developed collections that follow a clean, timeless design language closely aligned with Lufthansa's modern German identity. Every piece is intentional, without excess, and built around the idea that refinement does not need to announce itself.
An example is the textured finish on selected pieces within the porcelain collection. The texture serves a dual purpose – it gives the pieces a distinctive visual character, and it improves grip during service. On the mug specifically, the texture also acts as a heat buffer, protecting passengers' hands from heat.
The
bigger picture
Lufthansa Airlines CEO Jens Ritter said the launch forms part of the carrier’s wider transformation strategy as it marks its centenary year.
“We want to be the number one premium airline in Europe,” he said. “To achieve this, we are investing over 70 million euros this year alone in the new premium service across all classes for our guests.”
Ritter added that the investment demonstrates how “sustainably and resolutely” Lufthansa is renewing its onboard product offering.
Christoph Schmitz, CEO of gategroup, meanwhile, has described FOX as “a pioneering model for the future of travel”.
"We are immensely proud to see this vision take flight, setting a new global standard for hospitality that treats every passenger to a premium, personalised journey,” he said. gategroup.com; lufthansa.com •
FOX in numbers:
187 million new serviceware items have been introduced /
Approximately 300,000 Business
Class main course plates were procured. Stacked, the plates would reach a height of 2,400 meters – 6.6 times the height of the Eiffel Tower / The new service was tested on more than 110 test flights / Over 9,000 guest feedback responses and over 500 crew feedback responses were considered / There were 28 menu presentations at 57 airports worldwide for employees in preparation for the rollout
Above from left: Elevated service in Economy; Chef Johann Lafer with gategroup's Executive Chef Christoph Brandstaetter; A cake service will later be added as a 'Signature Moment'
Expert blend
Chef collaborations bring a new level of excitement and expertise to onboard service. Here April Waterston explores some recent partnerships
Partnerships with renowned chefs have become a defining pillar of airline and rail catering strategy. They shape menus, elevate brand identity, and reframe how passengers experience food at altitude, on rail and at sea.
In the Onboard Hospitality Awards 2026, the Best Chef Collaboration category reflected a sector now firmly committed to culinary partnerships that go far beyond signature dishes. From Michelin-starred menus in First Class cabins to regional chefs reinterpreting national identity for rail travellers, these collaborations are now central to how operators compete on experience
Culinary identity
Airlines are increasingly using chef collaborations not just to provide quality and variety, but to communicate authenticity, place, and prestige.
Take Qatar Airways’ Guest Chef Programme, for example. The airline has partnered with more than 10 internationally acclaimed chefs, combining Michelin-starred expertise with culturally rooted cuisine to deliver what it positions as ‘restaurant-level dining in the sky’.
This approach spans continents and culinary styles, from French refinement to Afro-fusion and modern Asian cuisine, reinforcing the airline’s ambition to make onboard dining a defining element of its luxury proposition.
The concept considers variety, localisation and emotional resonance. Each chef contributes a distinct culinary voice, enabling airlines to rotate menus that feel both globally relevant and locally grounded.
Beyond its Guest Chef Programme, the airline continues to expand its partnerships with globally recognised culinary figures.
Recent collaborations include celebrated chefs such as Yannick Alléno, whose menus extend from First and Business Class cabins into premium lounges, and whose work reflects a broader ambition to fuse French culinary artistry with international influences.
Alongside these headline names, Qatar Airways has also worked with regional chefs such as Noof al Marri, who brings contemporary Qatari cuisine into Business Class, reinforcing a sense of place and national culinary identity for passengers travelling through Doha.
Rather than one-off menu design projects, Qatar Airways has built an ongoing ecosystem of culinary partners, enabling continuous refreshment of its onboard offer.
Haute cuisine at altitude
Meanwhile, Air France’s approach to chef collaboration is rooted in haute cuisine tradition, with a strong emphasis on French culinary heritage and seasonal fine dining. Its La Première menus, created in collaboration with chefs such as Anne-Sophie Pic and others, have long positioned the airline as a benchmark for luxury inflight dining.
Underscoring its menus is the philosophy that onboard catering should mirror the restaurant experience as closely as possible, even within the operational constraints of aviation. The result is a careful balance between artistry and feasibility, where plating, ingredient sourcing and menu progression are all designed to evoke Michelin-starred dining at 35,000 feet.
National talent
In contrast, Air Canada has built its chef collaboration strategy around national identity and regional diversity.
storytelling through Canadian cuisine. Each chef represents a different facet of the country’s culinary landscape, from West Coast seafood to modern Indian-Canadian fusion – creating a menu programme that reflects both geography and multicultural identity.
Chef collaborations communicate authenticity, place, and prestige
The airline’s culinary programme brings together some of Canada’s most respected chefs, including Jérôme Ferrer, David Hawksworth, Vikram Vij and Masaki Hashimoto, alongside leading sommelier Véronique Rivest.
Rather than focusing solely on global culinary icons, Air Canada’s approach emphasises
This strategy aligns closely with broader industry trends: passengers increasingly value authenticity and provenance, particularly in premium cabins. For Air Canada, chef collaborations are not just about elevation, but about representation.
Cultural storytelling
For LATAM, chef collaboration has become a powerful tool for cultural storytelling across Latin America.
Recognised as a Winner in the Onboard Hospitality Awards for its “Sabores que Transportan” and “Sabor a Brasileira” female chef collaborations, LATAM’s approach places emphasis on regional culinary identity and the empowerment of local chefs.
Rather than importing global celebrity chefs, LATAM’s strategy highlights local talent and culinary heritage. This allows the airline to present onboard dining as a journey through Latin America itself – where each dish reflects a different cultural origin, ingredient base or culinary tradition.
This localisation strategy is particularly powerful in Economy and Premium Economy cabins, where differentiation is often harder to achieve. By embedding chef collaboration into
LEFT: LATAM’s female chef collaboration aims to empower local chefs ABOVE: Chef James Sommerin works with Transport for Wales
more accessible cabin classes, LATAM extends culinary storytelling across the full passenger journey.
Rail catering, redefined
Chef collaboration is not limited to aviation. For example, UK rail operator Transport for Wales demonstrates how rail operators are also embracing culinary partnerships to elevate onboard hospitality.
Recognised as Highly Commended in the awards for its collaboration with chef James Sommerin, Transport for Wales has helped redefine expectations of rail food service in the UK. Sommerin’s influence brings a fine dining sensibility to a 'traditionally utilitarian' environment, elevating menus and introducing greater emphasis on seasonality and quality.
This reflects a wider shift in rail catering from convenience-led offerings to experience-led dining. As rail operators compete for passenger loyalty, food and beverage has once again become a key differentiator.
Culinary innovation at scale
Behind many of these collaborations sits gategroup. The caterer plays a central role in translating chef creativity into operational reality. Its work with airlines such as Qatar Airways and others focuses on menu design, sourcing, sustainability and scalable production.
The company’s model is built around culinary co-creation – working directly with chefs and airline teams to ensure that dishes can be consistently reproduced across global networks without losing integrity or quality. This includes the development of culinary studios, where chefs
and catering experts collaborate on recipe development, testing and refinement before onboard deployment.
The caterer has recently implemented a full-service concept with Lufthansa. Read more about this on pages 27-29.
Looking ahead
Chef collaborations have become one of the most influential forces in onboard hospitality. They bridge the gap between aspiration and execution, storytelling and service, creativity and consistency.
Collaborations are no longer isolated marketing initiatives or prestige-led menu launches, but rather structured systems of innovation, integrated into airline identity, operational strategy and the passenger experience.
Looking at the examples from this year's Onboard Hospitality Awards, three key trends stand out: First, scale and continuity. Airlines such as Qatar Airways are moving from individual chef partnerships to full culinary ecosystems. Second, localisation. Carriers like Air Canada and LATAM are using chefs to reflect national and regional identity, rather than global uniformity. Third, operationalisation. Partners like gategroup are ensuring that culinary creativity is matched by consistency and deliverability at scale.
As the industry continues to evolve, the most successful collaborations will not simply ask what passengers are eating, but why it matters, who created it, and what story it tells along the journey.
•
If you have a chef partnership worth shouting about, enter the Onboard Hospitality Awards 2027 from September 1 2026.
LEFT: Chef Ömür Akkor for Turkish Airlines ABOVE: Chef Masaki Hashimoto collaborated with Air Canada
THE BEST PARTNERSHIPS ARE LONGTERM AND COLLABORATIVE
Collaborating closely with caterers can lead the way to innovation and creativity, says En Route International's Nick Wiley
We’re all very good at asking for what we already know,” says Nick Wiley, Global Managing Director of En Route International. “The challenge is getting people to think differently.”
That thinking sits behind the company’s latest insights report, which explores changing passenger expectations around food, authenticity and onboard experience. Using this report, the caterer is innovating its offer to be at the forefront of trends and innovation with the development of new products.
For Wiley, the aim is not just to gather data, but to challenge assumptions within airline catering.
“If you ask suppliers for a chocolate cookie, you’ll get variations of a chocolate cookie,” he explains. “But if you ask for a better snacking experience, you might end up with
something completely different –maybe a Dubai-style pistachio and chocolate cookie. The conversation becomes more creative.”
Authentic differentiation
That mindset is increasingly important as airlines look to differentiate their onboard offering. Wiley says passengers today are far more adventurous and globally aware than they were even a decade ago.
“People travel more, they’ve experienced more cuisines, and they’re more prepared to experiment,” he says.
Authenticity, he adds, is becoming critical, particularly on routes serving international passenger bases.
“If Malaysian passengers are flying home, they don’t want a Western interpretation of Malaysian food,” he says. “They want the flavours they recognise from home. That’s
what creates comfort and emotional connection.”
Unexpected innovation
Some of the clearest examples of that innovation-first approach could be seen at this year’s WTCE; the En Route Club, a premium sandwich concept created especially for the event that has been designed for consistent replication across multiple regions, and En Route’s Ice Cream Sundae with warm cookie concept, combining adaptable indulgence and comfort.
Wiley believes many successful food innovations come from being openminded rather than sticking rigidly to convention. “If briefs are too tight, everything becomes about cost,” he says. “But if they’re too vague, you don’t understand the problem you’re solving either. The best partnerships are longterm and collaborative.” en-route.com •
Amenity kit designs inspired by destinations can both celebrate and promote an airline’s reach...
We all know amenity kits can pack in a lot more than just their contents. They are vessels for communication and a key touchpoint for continuing brand awareness with passengers after their flight. Drawing design inspiration from cultural references and natural landscapes, carriers are increasingly using kits to promote the routes they fly to passengers – an innovative way to inspire further bookings. Here are four examples...
Delta Air Lines
Sense of place
The latest iteration of the Missoni range of kits on Delta draw inspiration from five of the airline's flight destinations: Cape Town Canopy (dark green/ blue), Malta Coast (aqua), Rio Radiance (yellow), Seoul Sunrise (orange) and Sydney Coral (pink).
ETIHAD
Etihad's new Business amenities collection features 14 designs, each inspired by a city from within the Etihad global network. These include Abu Dhabi, Krabi, Mumbai,
Lisbon, Addis Ababa, Calgary and Atlanta.
Carriers are increasingly using kits to promote the routes they fly to passengers
LATAM
LATAM’s amenities draw inspiration from the landscapes of South America, with colours that echo the deep greens of the Amazon to the layered mineral tones of the Andes.
Copa Airlines
Linstol has partnered with Copa Airlines on a collection of amenity kits featuring the exclusive artwork of the late Al Sprague, one of Panama’s most recognised artists, who captured iconic vistas of Panama in his works.
Change plastic for good
* NEW ARRIVALS *
Plastic shouldn't linger on our planet, says Aviva, whose application of BDP in inflight service products marks a step forward toward a future with zero 'forever plastics'
Everyone loves a success story and at Onboard Hospitality we are always excited to see new companies and products on the scene that have the potential to shake up the industry.
Hitting that brief is inflight products supplier Aviva, whose traditional plastic products come with a remarkable sustainability story thanks to its use of BDP (BioDigestible Plastic).
Breaking it down
BDP is a revolutionary organic ingredient that enables naturally occurring microbes to consume plastic at the end of its useful life, converting it into a nutrient-packed fertilizer, leaving behind zero forever microplastic.
Unlike conventional plastics that can remain in the environment indefinitely, plastics enhanced with BDP are designed to decompose in biologically active environments such as landfills, soil and oceans. It is non-toxic and safe for food-contact applications.
"BDP addresses one of the industry's biggest sustainability challenges: the massive volume of singleuse plastic generated through onboard service, catering, packaging, lounges,
Despite its eco-friendly composition, products made with BDP look and feel identical to traditional plastics
and airport operations," explains Nina Friede, Director Brand Management, Aviva. "It helps our industry to manage plastic waste in a different way.
"Even airlines with strong sustainability programs often still rely heavily on plastic for hygiene, food safety, weight reduction, and operational efficiency."
Same, but better
Despite its sustainability advantages, products made with BDP look and feel identical to traditional plastics.
For example, toothbrushes in the range use BDP even in the bristles, making it the first fully-decomposable toothbrush in the inflight market.
"That means airlines can continue using lightweight plastic products where alternatives are impractical, while improving end-of- life environmental outcomes," Friede adds. aviva.aero •
AI can't replace the human magic of design, says Manoj Pridhanani, Creative Director, Plane Talking Products – but it can be a powerful tool worth exploring
AI intern Designing with the
The AI boom has turned everything into a fast-moving carnival of apps, plug-ins, and ready-made templates.
“Will AI leave me behind?” is the question plaguing designers. It’s natural to panic, but before you do, take a breath: If you can’t beat it, learn to embrace it.
Reality check
Let’s be honest. AI isn’t here to take away our job. It’s more like a very eager intern who never sleeps and always has suggestions. It can whip up ideas super quick and its even faster at helping us discard ones that will not work and mock up endless variations. For designers, that’s gold.
Design has always been half magic and half method. That sudden moment of inspiration? Lovely. But the work underneath – the research, the user understanding, the editing – that’s what turns sparks into something that connects.
AI helps with the dreaming and the drafting stages, but it doesn’t replace the years of research, nature walks, museum visits or window shopping. It can propose patterns, prints and layouts, but you still need to ask: Who is this for? What problem are we solving? What feels true to the brand’s voice, and what is just following a trend?
Drivers of change
I’m a hybrid craftsperson. I still love the tactile thrill of cutting up magazines and pinning them on a board. But now my studio is two-faced in the best way: a physical mood board and a digital one that iterates while I sleep.
The thing that allows Design to connect is emotion and AI doesn’t feel. It can mimic sentiment, yes, and it can analyse trends in emotional language, but it doesn’t carry a heart full of
It's the human designer who can bring it all together: context, empathy, and an aesthetic instinct
childhood summers or the colour palettes in a Bollywood dance video.
At Plane Talking Products, research is rooted in aviation history – surfacing as anecdotes in almost every conversation. It’s amazing to see how far airlines have come. We’ve all evolved, and now this legacy is being passed on to a new generation – one that’s creating fresh anecdotes of its own, this time with AI as the newest tool in the kit.
However, one thing that remains the same – it's the human designer who can bring it all together: context, empathy, and an aesthetic instinct. We know best when and how to bend the rules.
So, let's continue practicing the art of designing, feeling, painting, and creating In the end, design hasn’t lost its soul – it’s changing tools the way artists always have. •
Capture your life story in a memoir
You’ve lived a life full of love, laughter and lessons, but some stories can fade with time.
Now, you can preserve your life story in a way that lasts. We guide you through a series of conversations in the comfort of your home. There’s no writing required, just your stories, transformed by our ghostwriters into a beautifully written memoir. The result is more than a book. It’s a legacy your loved ones can hold in their hands.
Nutrition and wellbeing
A taste of trends
WTCE 2026 highlighted
that travel nutrition and wellbeing is more than a passing trend, says Dr Melissa Adamski, Travel Nutritionist and Founder of Nutted Out Nutrition
As the Travel Nutrition Ambassador for the World Travel Catering & Onboard Services Expo (WTCE) in 2026, I am always on the lookout for nutrition and wellbeing initiatives for the industry and this year’s show didn’t disappoint! Here are several nutrition and wellness trends showcased at the expo to support passengers while travelling which I was thrilled to see.
Thirst for innovation
Exhibitors showcased waters and hydration supplements to help combat the dry cabin environment, along with compact nutrientdense drinks and teas with functional nutrition and health benefits. Whittard of Chelsea had a range of teas and infusions designed to assist with wellness which were great to taste. gategroup had an impressive wellness drinks menu with a focus on nutrition – I had an amazing dark chocolate, goji berry and banana smoothie when I visited the stand.
Special meals
Airline catering for dietary requirements has evolved over the years, but there seems to remain a gap between passenger expectations and their experiences onboard.
A more comprehensive range of free-from products and meals were showcased, providing options to help make travel more inclusive. Creative Nature were showcasing their Top 14 allergen free snacks, while dnata were serving delicious food on their stand suitable for a range of dietary requirements –highlighting special meals don’t have to mean bland.
Clean eating
In a time when highly processed food dominates our food supply, there were
A more comprehensive range of free from products and meals were showcased at the expo
exhibitors with an emphasis on nutritious wholefood meals and snacks. This was an important opportunity for buyers to explore nutritious alternatives to common ultraprocessed foods. Examples at the show included snacks by Life is Bananas and Poshi.
Make it personal
Personalised nutrition is an important topic, referring to how more targeted nutrition recommendations can be made. A focus on AI by exhibitors opens possibilities for passengers to experience more personalised onboard food experiences. This includes tailoring pre-order options or helping passengers navigate choices that align with their dietary needs and wellbeing goals. WTCE 2026 highlighted travel nutrition and wellbeing is more than a passing trend – it is an opportunity for the industry to innovate, differentiate their offerings and support passengers to feel their best on their journey.
•
Markingthe occasion
Stuart Forster say 'cheers' to notable anniversaries being celebrated across the travel industry and among suppliers this year
Special anniversaries warrant celebrating. Whether they relate to personal relationships or key business milestones, marking them is an opportunity to reflect and cherish the work and passion that go into achieving things together.
American Airlines celebrated its 100th anniversary at the 2026 WTCE in Hamburg, Germany. The trade show was in full swing on April 15, the date in 1926 on which celebrated aviator Charles Lindbergh first transported mail for the Robertson Aircraft Corporation, one of the companies that later merged to form American Airlines.
Special-edition items
To mark the occasion, American introduced a collection of special-edition onboard products. FORMIA collaborated in the creation of centennial amenity kits, drawing inspiration from the airline’s liveries. The limitededition Astrojet, Silverbird and Forward-themed kits reflect three eras of aviation history, and their contents include cosmetics by Joanna Vargas.
The range of commemorative items included a special-edition Centennial Sleepwear Collection designed in conjunction with Buzz. Available with the three themed logos, the blue, limited-edition pyjamas are available to Flagship First and Flagship Suite Preferred passengers, as well as to Flagship Business guests on some routes.
United Airlines also traces its first flight to April 1926, as Varney Air Lines on the sixth of the month. That was two days before Lufthansa’s first-ever flight. The story of the German flag carrier is set out in Lufthansa Group’s Hangar One in Frankfurt, a short drive from GIC International Catering’s headquarters. GIC celebrated its 25th
anniversary in October and, since then, the catering company has announced plans to open a new facility in Munich on July 1.
Lufthansa turns 100 Lufthansa displays celebratory, centenary livery on six of its aircraft. The design features a white crane intertwined with the deep blue of the fuselage. More importantly for passengers, it has unveiled its Future Onboard Experience project – FOX – a long-haul service concept across cabin classes focusing on personalisation, comfort and ‘signature moments’.
The FOX concept was developed over two years in conjunction with gategroup, which was involved in operational planning, culinary development and onboard equipment design. Read more on page 27.
95 not out
The first inflight meals were reputedly handed to passengers during a ParisLondon service in 1919. In 1931, Swissair created an in-house catering division to serve its passengers while they were in the air. That laid the foundation for what became Gate Gourmet in 1992 and, eventually, gategroup in 2008.
eras, challenges and expectations, and gategroup has had to keep evolving with it,” he continues.
“What feels most meaningful about the anniversary is that the heart of the business has stayed quite consistent. It started with the idea that food and hospitality could make travel feel better, more considered and more human. That still matters today.”
Ten years of Clip
Pausing to celebrate achievements helps staff power up for future achievements
Celebrating 10 years of Clip with friends and partners at WTCE felt like a kind of homecoming to its Director, Cindy Lam. She says of the occasion: “I’m most proud of our agile, dedicated and committed team. And the support of our customers who have made it possible and allowed us to be where we are today, and the fact that we continue to grow from strength to strength.”
“The 95th anniversary is being marked as more than a historical milestone. It is being used as a moment to connect gategroup’s heritage with the direction of the business today,” explains Agustin Buenano, Vice President Culinary and Customer Experience, gategroup.
“Ninety-five years is a special milestone, especially in an industry that has changed so much. Aviation has gone through different
“Honestly, and sadly, galley spaces are getting smaller, government regulations play a leading role on restrictions and products are different but essentially still the same,” she says of the onboard industry’s evolution over the past decade. “With that said, we do see that airlines and the collective community are working hard to help elevate the passenger experience and differentiate the products offered onboard. Focus on well-being, nutritional products and sustainability is an area that continues to strengthen and evolve.”
Above: gategroup turns 95; Clip hosts 10th anniversary celebration at WTCE
25th edition for AIX
2026’s Aircraft Interiors Expo (AIX) was itself a landmark occasion, being the show’s 25th edition. Media Carrier Solutions proudly displayed signage commemorating its 15th anniversary. “Our first client, Air Berlin, wanted to reduce logistical costs, cut weight and offer passengers an innovative service. That was essentially the catalyst for our shift from print products to digital content,” explains Marketing and Communications Manager, Susanne Sano. A key evolution came in 2024, when the company began offering newspapers via IFE systems, updating the offering daily.
Also at AIX, ALOFT AeroArchitects was marking 50 years of providing solutions to the aviation industry. IFPL, meanwhile, started supplying durable audio jacks 30 years ago. “While audio remains a key part of our offering, the product line has evolved in line with changing passenger expectations and advancing technology. The introduction of advanced in-seat power solutions, such as our Transform in-seat power system, reflects the growing demand for higher power, greater flexibility and future-proofed solutions,” explains Karen Rogers, Marketing and Admin Manager at IFPL.
Change, of course, is an ever-constant element of business. Pausing to celebrate achievements helps staff power up for future achievements. Onboard Hospitality wishes all of you celebrating major milestones continued success and we look forward to reporting on those to come in future editions.
If you have a big anniversary coming up, do get in touch – we’d love to celebrate you! •
TRAVEL CATERING & COMFORT SERVICES
World Aviation Festival
WHAT: WAF
WHERE: Lisbon
WHEN: October 13-15 2026
In October 2026, the World Aviation Festival will once again return to Lisbon, Portugal, bringing together 4,500+ attendees and 600 speakers over three days of insights, innovation, and networking.
Attendees will find a packed conference schedule with sixteen dedicated conference tracks. The agenda spans topics such as customer experience, retail, IT, AI/ML, sustainability, marketing, airport technology, ground pperations, payments, loyalty, revenue management, low-cost carriers, distribution and more.
Across three days, 600 global speakers from the world’s leading airlines, airports, and travel technology companies will share their strategies, insights, and expertise
Confirmed speakers so far include Luis Rodrigues, CEO, TAP Air Portugal; Marjan Rintel, CEO, KLM; Sir Tim Clark, President, Emirates; Luis Gallego, CEO, IAG; Willie Walsh, CEO, IATA; Tony Fernandes, CEO, AirAsia, and many others.
On track
WHAT: Innotrans WHERE: Berlin
WHEN: September 22-25 2026
Taking place every two years, Innotrans is back on track for a bumper show in 2026. The last edition of the show in 2024 attracted 2,946 exhibitors and an impressive 69,214 visitors from 128 countries.
A unique feature of InnoTrans is its outdoor and track display area, where everything from tank wagons to highspeed trains are displayed on 3,500 metres of track. innotrans.de
Bringing together the world’s airlines, airports, and their top executives in charge of software, services, marketing, and distribution, this is where the future of aviation is shaped. Learn more at terrapinn.com/conference/ aviation-festival
Lunch!
WHAT: Lunch! WHERE: London
WHEN: September 16-17 2026
For the first time, Lunch! will be co-located with four other F&B shows, forming part of The London Food & Drink Festival. These include the Artisan Food & Drink Show and the Natural & Organic Food Show – meaning there will be plenty of new products to discover. Buyers can source food, drink, tech and packaging, plus learn from seminars across three keynote theatres. lunchshow.co.uk
CALENDAR
SEPTEMBER 8-10
FTE Global Dallas, Texas futuretravelexperience. com/fte-global
SEPTEMBER 16-17
Lunch! ExCeL, London lunchshow.co.uk
SEPTEMBER 22-25
Innotrans Messe, Belin innotrans.de
SEPTEMBER 23-24
PTE
Marine Bay Sands, Singapore pte-asia.com
Deep in the heart of Texas
For the first time in years, the 2026 edition of the IFSA Global Expo will not be returning to California. Instead, it is setting up camp in Dallas, Texas at the Gaylord Texan Resort & Convention Center just minutes away from DFW International Airport.
Another key change is the absence of the usually co-located APEX Expo, although FTE Global will still be there. But with these changes come ‘fresh momentum, renewed energy and new opportunities’, so say the event organisers. Plus, the format of the event will remain familiar, with chef demos showcasing culinary creativity and onboard trends, a vibrant exhibition floor connecting airlines with suppliers and thought leadership sessions addressing the future of inflight services.
Looking ahead
Thought leadership sessions are currently planned to include World Food Safety Guidelines; Premiumisation, Service Flexibility Drive Differentiation, and Brand Led Differentiation, and Digitalisation Catering & AI-Enabled Personalisation at Scale.
A highlight of the event will be the Opening Networking Reception, bringing the community together in a relaxed, high-energy setting, featuring food and beverage, live entertainment, and time allocated to enjoy the IFSA community off of the show floor. IFSA Global EXPO attendee numbers are expected to exceed 800 –increasing to over 1,500+ with the co-location of FTE Global. In 2025, 70% of attendees were c-suite, senior or
The Onboard Hospitality team are proud media partners of IFSA Global Expo. Get in touch to book a meeting at the show.
manager-level.
The expo will take place September 9-10 2026. Tickets are currently available at an early bird rate, which ends July 10 2026. Register now at ifsa.aero
The Onboard Hospitality team are proud media partners of IFSA Global Expo. Get in touch to book a meeting, and to learn about promotional opportunities in our show preview edition, out in August.
IFSA Global Expo 2026
PRIDE AND JOY
Year after year, the Onboard Hospitality Awards entries showcase just how our industry constantly raises the bar on excellence.
It's an honour to shine a light on the great work being done around the world and the incredible dedication and expertise of those working in the sector – all determined to create the very best in onboard experiences for passengers. If only everyone could win!
There was a record number of entries (over 300) this year, and the winners emerged from a very high quality field. Voted for by you, our readers, and judged in-person by a panel of over 20 industry experts, the winner and highly commended recipients were presented awards during the World Travel Catering & Onboard Services Expo (WTCE) in Hamburg. Huge congratulations to all those who won. Read on to see who took home a trophy.
We're changing things up a bit for 2027, so watch this space and start getting your entries ready for September 1 2026.
April Waterston Managing Editor Onboard Hospitality Magazine
Skincare sourced from the Amazon. Colors mapped to iconic Latin American locations. Designed for reusability.
www.wessco.net info@wessco.net
We were delighted to bring the industry together in Hamburg to present trophies to the winners and highly commended finalists in this year’s Onboard Hospitality Awards. The ceremony took place during the World Travel Catering and Onboard Services Expo (WTCE).
The award categories covered inflight products and services relating to comfort, wellbeing, accessibility and sustainability, plus awards for innovation in technology and inflight entertainment and connectivity.
Six awards were also presented to ‘Ones to Watch’ – products not yet onboard, and to the bronze, silver and gold winners of the much-coveted Cabin Concept of the Year.
Our thanks go to En Route International, Castello Monte Vibiano and Intervine for providing delicious food and beverages for the event.
Entries for the 2027 Onboard Hospitality Awards open on September 1 2026.
The 2026 WINNERS
Our rigorous and transparent judging process sits at the heart of the Onboard Hospitality Awards and is fundamental to their enduring success.
Expert judges
The process includes a panel of industry experts, our judges, which features buyers and decision-makers, chefs, caterers, industry consultants and travel professionals who all have first-hand experience of delivering onboard service, and extensive global reach.
Your peers
All entries are initially subjected to online
in-the-know to have their say, and brings informed peer-to-peer recognition.
Judgement day
Finalists identified through online voting are then put to our panel of judges who gather in person to test and review the shortlisted products and services, until our winners emerge. The judges have their work cut out identifying winners and, where applicable, highly commended recipients. To be chosen is no mean feat!
Winners revealed
The winners are announced at WTCE in Hamburg. Read on to see who stood out from the crowd. Congratulations to all!
BEST FULL-SERVICE
ECONOMY FOOD SERVICE –LUNCH & DINNER
WINNER: Octopus Royale, Iberia, DO&CO
HIGHLY COMMENDED: Lemon & Rosemary Grilled Chicken, Turkish Airlines
Turas Pantry’s Seasonal Chutney and Biscuit Boxes, Aer Lingus
HIGHLY COMMENDED: Cherry Pie in the Sky – with Northern Bloc Ice Cream,
BEST BUSINESS CLASS FOOD SERVICE –LUNCH & DINNER
WINNER: Traditional Kebab Plate with Smoky “Beğendi” & Buttered Bulgur Rice, Turkish Airlines
HIGHLY COMMENDED: European Business Class – Dinner Scandinavian Airlines (SAS)
BEST ONBOARD BEVERAGE –NON ALCOHOLIC
BEST ONBOARD SNACKS – ECONOMY
WINNER: Higgidy Cheddar & Caramelised Onion Chutney Roll and Higgidy Vegetable Samosa Roll, MileOne Group HIGHLY COMMENDED: Fijian Cacao Chocolate, Fiji Airways
BEST ONBOARD WINE/CHAMPAGNE
WINNER: Thirteen Forty Five, Air New Zealand
WINNER: The Bloody Mary Mix by The Pickle House, Virgin Atlantic
HIGHLY COMMENDED: Signature Mocktail Collection, Turkish Airlines
BEST ONBOARD BEVERAGE –ALCOHOLIC
WINNER: SWISS Alpine Essence –Signature Cocktail, SWISS HIGHLY COMMENDED: ESJA –Icelandair’s Signature Lager, Víking Brugghús
WINNERS REVEALED Awards were presented at a ceremony during WTCE. See photos on p46
WINNER: Traditional “Kahvaltı” Feast, Turkish Airlines HIGHLY COMMENDED: Little Tree Food Plant-Based Breakfasts, China Airlines
BEST LOW-COST F&B BUY-ON-BOARD MENU
WINNER: Casa Olivia, Foodcase
BEST SPECIAL DIETARY MEAL OR PRODUCT
WINNER: Icelandair’s Special Meals, Foodcase
2026 WINNERS
BEST ONBOARD BEVERAGE – HOT DRINKS
WINNER: Cutting Chai, Air India
BEST CHEF COLLABORATION
CATERING CONCEPT
WINNER: Sabores que Transportan & Sabor a Brasileira Female Chef Collaborations, LATAM HIGHLY COMMENDED: Transport for Wales’ First Class Collaboration with James Sommerin, Transport for Wales
CONGRATULATIONS!
Our 2026 winners were selected from over 300 entries
BEST AMENITIES: FIRST CLASS
WINNER: Graff First Class Amenity Kit, Korean Air
BEST AMENITIES: BUSINESS CLASS
WINNER: LATAM x Costa Brazil Business Class Amenity Kits, WESSCO International
HIGHLY COMMENDED: STARLUX Airlines X THREE Business Class Amenity Kits, WESSCO International
BEST FOR WELLBEING
GET SET
Entries for the 2027 awards open on September 1 and close on December 1 2026
WINNER: 3D Eye Mask – Redefining Inflight Rest, Aviva
BEST FOR ONBOARD TEXTILES
WINNER: FRETTE Inflight Bedding Set, Korean Air
HIGHLY COMMENDED: IndiGo Airlines Business Class Textiles, Tdhil
BEST AMENITIES: PREMIUM ECONOMY
WINNER: LATAM x Costa Brazil Premium Economy Amenity Kits, WESSCO
BEST FOR ONBOARD TEXTILES
WINNER: FRETTE Inflight Bedding Set, Korean Air
HIGHLY COMMENDED: IndiGo Airlines Business Class Textiles, Tdhil
2026 WINNERS
BEST FOR SERVICE EQUIPMENT –PASSENGER
WINNER: LATAM Premium Business Serviceware, Global-c
BEST SUSTAINABILITY PROGRAMME
WINNER: Driving Sustainable Change in Aviation, Foodfolk
HIGHLY COMMENDED: Carbon Footprint Monitor, Snackboxtogo
ECO FOCUS
BEST FOR SERVICE EQUIPMENT –CREW
HIGHLY COMMENDED: United Airlines
New Coat Hanger, by Kaelis
HIGHLY COMMENDED: Skytidy Sharps
Box, by Reedbut
Sustainability is a key criteria for all onboard products and services
BEST FOR YOUNG TRAVELLERS – AMENITIES
WINNER: Air Astana Infant Kit, Bayart Innovations
HIGHLY COMMENDED: Air Astana “Travel Tales” Children’s Programme, Buzz
REDEFINING THE ART OF INFLIGHT LISTENING
Precision Audio, Award Winning Design.
2026 WINNERS
BEST SUSTAINABILITY PRODUCT
WINNER: Icelandair Business Class Amenity Kits, skysupply
BEST ONBOARD CONNECTIVITY
WINNER: Starlink Enabled Fleet, Qatar Airways HIGHLY COMMENDED: Flymingo Mini, Moment
BEST FOR ONBOARD TECHNOLOGY – HARDWARE
WINNER: Meridian 260 Headset, Linstol
TECH TALK
Technology is a key driver of passenger satisfaction
WINNER: Cloud Map, FlightPath3D
BEST FOR ONBOARD ENTERTAINMENT
WINNER: Destination Stories, FlightPath3D
ONES TO WATCH
WATCH OUT
Ones to Watch winners are new products that show potential to do well onboard
BREAKDOWN PLASTIC,
CHICKEN TERIYAKI SHAOBING BUN by En Route and Farm2Plate ENGLISH
BAO BUN by En Route and Farm2Plate
GOLD WINNER: SWISS
SWISS won for its SWISS Senses concept – a comprehensive long-haul experience designed to redefine passenger comfort, wellbeing and premium travel. Launching on the Airbus A350-900, the concept combines elegant new cabin interiors, human-centric lighting and advanced inflight technology with elevated dining, luxury amenities and redesigned service. Across all four cabins, passengers benefit from thoughtfully curated Swiss touches, including regional cuisine, premium bedding and personalised entertainment features. Sustainability is embedded throughout, with recycled materials, reusable service items and partnerships with leading Swiss brands reinforcing the airline’s focus on innovation and customer-centric travel.
CABIN CONCEPT OF THE YEAR 2026
SILVER WINNER: Air France
Air France was recognised for its new La Première suites, which combine privacy, refined French luxury and advanced technology to create a highly-personalised first-class experience. Rolling out across selected Boeing 777-300ER aircraft, the suites feature a unique five-window design, adaptable seating and a sofa that converts into a two-metre bed. Enhanced by Michelin-starred dining, couture-inspired interiors and intuitive tech, the concept sets a new benchmark for premium air travel.
BRONZE WINNER: LATAM
LATAM’s goal was to redefine its Premium Business cabin by integrating a distinct design narrative inspired by South America. From materials and textures, to curves and colours, the concept aimed to provide true privacy and comfort, plus smart tech and soft elements, alongside signature hospitality rituals. The concept also offers responsible choices – lighter, durable, reusable materials; less single-use plastic and more efficient provisioning.
