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RECOGNISING EXCELLENCE IN AIR, RAIL, CRUISE AND FERRIES awards.onboardhospitality.com
Food, glorious food
Bev Fearis ACTING EDITOR Onboard Hospitality
Warning: don't read this issue of Onboard Hospitality on an empty stomach. It's packed full of articles that will make your mouth water, from the latest in healthy inflight snacks (page 36) to the most exciting food trends in the US (page 28) and in South America (page 53).
One of the best ways to win the hearts of passengers is through their tummies and that's why airlines continue to invest heavily in their onboard catering, becoming increasingly creative with their menus, often collaborating with renowned chefs and choosing high quality, locallysourced ingredients that reflect their brand and tell a story.
With this in mind, we're excited to announce the expansion of the food and beverage categories in the Onboard Hospitality Awards 2026. Turn to page 14 to find out what's new. Entries open on September 1 and close on December 1, so start preparing your submissions now. We will be sharing all of the entries ready for when online voting opens on January 1 2026.
As always, the winners will be announced at the World Travel and Catering Expo in Hamburg in April, but before then many of you will be gathering at other industry events around the world. See our events section (pages 17-24) for a taste of what you can expect in Los Angeles, Singapore and more.
Safe travels and we look forward to seeing you there...
MEET THE TEAM...
STUART FORTSER
suggestions for technology or retailfocused features or interviews? Reach out with ideas to Stuart.
BEV FEARIS
is Acting Editor of the magazine and the weekly newsletter. Get in touch with anything relating to editorial.
CRAIG MCQUINN
queries about the Onboard Hospitality ForumAsia or entering our awards? Please contact Craig.
SUE WILLIAMS
Inside this issue...
Wellbeing
Retail
88 Motivating sales: Supporting crew to sell
92 AI in action: How technology is supporting cruise meal management 97 Onboard apps: The growing tech ecosystem 100 Entertainment: Content trends and developments
United CEO wins award
Scott Kirby will become the eighth recepient of the APEX CEO Lifetime Achievement Award at the 2025 APEX/IFSA Global EXPO. The award recognises an incredible leader who has reshaped the future of air travel.
“Since stepping into command a short five years ago, Scott has set a breakneck pace of advancing every pillar of passenger experience that has transformed his airline and, in doing so, advanced our entire industry,” said Dr. Joe Leader, CEO of APEX/IFSA. “He has infused United with a taste for excellence. His focus on quality, whether through elevated dining experiences or luxurious amenities, has ensured that United stands out as an airline that doesn’t just innovate but also delights in every moment of customer service delivery.
"Scott’s leadership has crafted an experience that enhances the journey, making United an undeniable industry leader in taste, travel and technology,” concluded Leader.
Kirby said the award is really a recognition of United's employees, adding: ”I like to say I have the easiest job of anyone at United because my only responsibility is to build an airline our people proud of, because when they’re proud they take care of everything else."
In their review, the APEX Board Directors noted that under Kirby's leadership, United has transformed its food and beverage from 'airline food' to elevated dining at altitude, while redesigned amenity kits demonstrate a thoughtful attention to detail, ensuring that every guest-facing touchpoint reinforces the airline’s dedication to excellence.
HOLLAND AMERICA LINE CHAMPIONS AUTHENTICITY
Holland America Line has partnered with Caputo to enhance its ‘Made Fresh Daily’ concept with authentic Neapolitan-style pizzas onboard. Founded in 1924, Caputo produces high-quality flour in the tradition of Neapolitan baking and the cruise line is now using two flours: Americana flour for Neapolitan-style round pizzas and Aria flour for Romana-style slab pizzas, served as by-the-slice offerings. Caputo’s corporate chef, Domenico ‘Mimmo’ Tolomeo, will visit each ship to lead onboard training. Michael Stendebach, Vice President of Food, Beverage and Room Division at Holland America Line, said: “We’re proud to bring the true tradition of Neapolitan pizza to our guests."
NEWS BITES
All Nippon Airways (ANA) is introducing a free, high-speed internet powered by Viasat, capable of inflight streaming in all cabins on its B767-300ER international flights • Singapore Airlines is marking the 60th anniversary of Singapore's nationhood with a limited-edition cocktail - the Violet Dress • deSter has won a Red Dot design award recognising the reusable Economy tableware on Etihad Airways • The Coca-Cola Company is partnering with Carnival Cruise Line to supply beverages across Carnival’s North American fleet • LATAM Group is investing $60 million to implement Viasat’s onboard Wi-Fi on more than 60 wide-body aircraft in 2026.
Delta Air Lines has refreshed its menus with new dishes and wines, and the expansion of established favourites. Dishes created in partnership with James Beard award-winning chef Mashama Bailey, such as shrimp and grits with spicy Creole sauce, are now available on more routes, and Delta First customers on selected routes can now enjoy Shake Shack’s Cheeseburger complete with 100% Angus beef, potato bun, sauce and toppings and chips.
SWISS set to unveil Senses concept
Swiss International Air Lines (SWISS) will take delivery of its new Airbus A350-900s this October complete with reimagined First and Business seats
The SWISS Senses cabins represent a redesign of the entire aircraft interior with the goal of conveying greater cosiness and comfort. The new interior features warm and muted tones of claret, anthracite and beige.
Human-centric lighting will help with jet lag while a state-of-the-art inflight entertainment system will include larger screens and the option of connecting personal
devices in all cabins.
The First suites will feature closable sliding doors, a spacious personal wardrobe, a large table, seat heating and cooling, a wireless charging station and screens the full width of the seat.
The Business seats convert into lie-flat beds of up to 2.2 metres long and also include seat heating and cooling, plus a wireless charging.
Economy travellers can expect seats with a pitch of almost one metre. Each with a high-resolution 13-inch screen and Bluetooth connection.
VIRGIN ATLANTIC TO ROLL OUT UPGRADES
Virgin Atlantic will introduce several enhancements as part of a $17 billion (£12.5 billion) fleet transformation, including new cabins and streaming-quality Wi-Fi. In response to growing demand, more premium seats will be made available and Virgin will become the first UK airline to introduce free, streaming-quality Wi-Fi across its fleet with unlimited use by passengers signed up to its Flying Club loyalty scheme.
Using Starlink technology, the rollout will begin in the third quarter of 2026 and be completed by the end of 2027.
EVA Air adds fun for kids
EVA Air has put a new focus on screen-free play with the launch of its latest kids kit designed in creative partnership with Kaelis.
Built around the Berry the Bear character, the kit is aimed at children under 12 and is presented in the EVA Air backpack, a “cheerful and durable" bright green mini backpack with adjustable straps in orange hues and decorated with playful travel-themed doodles.
The kit's items were chosen to be fun and educational and include a Meet Berry Activity Book full of engaging age-appropriate puzzles, colouring pages and fun facts, the Berry Memory Card Game, a classic matching game, and colouring pencils packed in a compact, eco-friendly tube featuring Berry’s artwork and primary shades.
500 TRAINS FIND THEIR MOMENT IN EUROPE
Moment now provides its onboard infotainment platform on more than 500 trains across Europe serving over 135 million passengers a year.
Rail operator partners include TGV Inoui, OUIGO France, OUIGO Spain, Lyria and Intercités whose passengers can access tailored offerings, via their own connected devices. Content includes documentaries, films, news, games and music, which is all pre-loaded on onboard servers. It is also available offline, providing uninterrupted access.
Operators can customise the platform to include travel info, menus, retail experiences and advertising.
KAELIS
People on the Move
Keep up to date with key industry movers and shakers. See onboardhospitality.com for more...
MD The Hayward Partnership
The Hayward Partnership has formed a new collective partnership with the Partnerwise Collective.
Partnerwise is a specialist global executive recruitment organisation which serves a wide range of sectors including travel retail, hospitality, travel and leisure, as well as consumer and retail food and beverage.
The Hayward Partnership is a global team of travel catering and retail, subject matter experts, providing consultancy, executive search, mentoring and coaching services.
This collective partnership enables both organisations to extend their global reach and expand their service portfolios. It offers significant advantages by aligning strategy with talent, ensuring customers benefit from cross-sector experience, geographical insight, deep expertise and comprehensive solutions.
Jenny Dodds
Principal Partner, Global Travel Retail, Partnerwise Collective
With over 25 years of experience in aviation and commercial leadership, Seeney will oversee En Route’s approach to global sales and contribute to the company’s wider strategic planning.
Previously COO, Doek will lead the company’s global vision and strategy, overseeing all operations and growth with a focus on innovation, excellence and relationships in airline catering.
Lirio Silva will lead global retail operations across airline partnerships, driving strategy, innovation and execution across multiple geographies and a variety of market segments.
Previously Commercial Director for North America, Groenweg will lead global commercial strategy and customer relationships, drive growth in the airline sector and expand international presence.
Get connected... To discuss your talent needs, contact our specialists: Roy Wilson - roy@thehaywardpartnership.com (UK/EU/UAE)
Mike Pooley - mike@thehaywardpartnership.com (APAC)
Returning to inflight, where her career began, Tynan will lead on operational performance, service and team culture, bringing strategic leadership to cabin crew operations and inflight experience.
After 14 fulfilling years de Louw is stepping down from his position and day-to-day operations and relocating to Asia. He will remain closely engaged as a shareholder and an advisor to the board.
Job seekers
Unlocking potential
THP places great emphasis on realising the potential within companies and the people they employ. Coaching and refining an individual's skillset can be vital to achieving success. Creating a tailored and effective coaching plan offers a structured reflection, a 'third eye' and, importantly, a sounding board. It is an honest, collaborative approach to breaking down daily workload challenges, cultivating resilience and confidence, and enabling personal growth. It empowers a more robust performance. Being truly fit for purpose fosters selfawareness, addresses any blind spots and provides the coachee with clarity and time to focus on their business strategy without having their energy drained by the small things. For more on coaching support contact: mike@thehaywardpartnership.com
Mike
Pooley
Scott Davies Chief Executive
Senior Partner, The Hayward Partnership
JOINS: Porter Airlines AS: VP Inflight Services
COLLEEN TYNAN
STEPPING DOWN: Foodcase International AS: CEO
WILBERT DE LOUW
The Hayward Partnership is looking to place several roles for clients around the world. Get in touch to find out more. Sales Director (UAE)
THIS REALLY OPENED THEIR EYES TO THE GLOBAL CAREER OPPORTUNITIES ”
Industry commentator Mike Pooley on the benefits of closer collaborations with the academic world
After 30 years spent in onboard hospitality, I am constantly seeking ways to build meaningful connections by linking my current academic pursuits to my business background and being a Partner at The Hayward Partnership. A former student, I have mentored at Oxford Brookes University's School of Hospitality, Tourism and Events for 12 years and was elected Visiting Industrial Fellow in 2023. These activities align well with THP where we commit to nurturing talent through mentoring and inspiring students, bringing theory to life by coordinating industry site visits, inviting leaders and experts on campus to raise awareness of the many varied careers in the industry, supporting scholarships, and commissioning research projects. Earlier this summer I led a visit for Oxford Brookes students to the Heathrow flagship kitchen of dnata
Catering Operations’, in partnership with another Brookes alumnus, Paul German, dnata Head of Sales - Scheduled carriers
The 10 students had a full-access unit tour and the chance to ask questions about seasonal menu plans, KPIs and other aspects of the operations. The group had no previous exposure to aviation catering services and this visit really opened their eyes to the complexity of the business and to the global career opportunities. One student said the visit completely reshaped how she looked at Inflight food, realising it's not just about meals but the precision, purpose and people behind the scenes.
For some marketing students attending this was just reward for completing a research study commissioned by THP and Melissa Adamski of Nutted out Nutrition in collaboration with Oxford Brookes Business School exploring Gen Z's
perceptions of food onboard, nutrition and how travel habits influence meal and snack options. The study aims to identify key preferences and expectations to inform future offerings in the travel and catering sectors.
Huge potential
Our collaboration highlights the fantastic opportunities for companies to tap into the student talent pool. There is an active source here to offer placements, test out potential candidates and find the right fit for their business needs. In time we also aim to replicate our Brookes experiences with other universities and business schools, and perhaps develop a course module aimed at preparing students for management roles in our global industry. For much more on possibilities and pathways, please contact me at mike@thehaywardpartnership.com. •
TIME TO SHINE
The best inflight products and innovations will be given the recognition they deserve in the Onboard Hospitality Awards 2026
The Onboard Hospitality Awards 2026 open for entries on September 1 with a number of new categories and a stronger focus on inflight catering.
The prestigious awards, launched in 2014, celebrate excellence and innovation in the industry and are a testament to the unwavering commitment of countless individuals and organisations dedicated to enhancing the airline passenger experience.
Due to a high level of entries in the food and beverage categories in recent years, this section has been expanded for 2026.
For the first time, there will be an award for the Best Chef Collaboration/Catering Concept, plus awards for Best Onboard Breakfast Food Service (all classes) and Best Low-Cost F&B Buy-on-board Menu.
A category for Best for Full-Service Food Service – Lunch & Dinner has been split into three categories for Economy, Business class and First class.
There are now four beverage categories Best Onboard Beverage – Alcoholic (beers, cocktails, spirits), Best Onboard Wine/Champagne (red, white, rose, sparkling, Champagne), Best Onboard Beverage – Non Alcoholic and Best Onboard Beverage – Hot Drinks.
The popular Ones to Watch category has been separated into two awards – F&B and nonF&B. See the full list of awards categories on the following page.
The closing date for submissions is December 1 2025, after which online voting opens on January 1 2026.
“The success of our awards relies on transparency and integrity so that’s why we invite our readers to vote,” says Sue Williams, Publisher of Onboard Hospitality magazine.
“This is then endorsed by a panel of highly respected international judges who can put forward any outstanding products they felt had not been selected.”
Each shortlisted entry then undergoes rigorous evaluation by a panel of independent experts who are selected because of their knowledge and good standing within the industry.
The winners will be revealed in a presentation ceremony on April 14 during the World Travel Catering & Onboard Services Expo (WTCE) in Hamburg.
Submit your entry at awards.onboardhospitality.com
Bev Fearis Acting Editor Onboard Hospitality
Magazine
THE 2026 CATEGORIES
CABIN CONCEPT
• Gold
• Silver
• Bronze
COMFORT
• Amenities – First
• Amenities – Business
• Amenities – Premium Economy
• Amenities – Economy/LCC
WELLBEING
• Textiles – Wearable
• Textiles – Onboard
FOOD AND BEVERAGE
• Full-Service Economy Food Service
– Lunch & Dinner
• Business Class Food Service –Lunch & Dinner
• First Class Food Service – Lunch & Dinner
• Onboard Breakfast Food Service
• Low-Cost F&B Buy-onboard Menu
• Onboard Beverage – Alcoholic
• Onboard Wine/Champagne
• Onboard Beverage – Non Alcoholic
• Onboard Beverage – Hot Drinks
• Onboard Snacks – First/Business
• Onboard Snacks – Full-service Economy
• Special Dietary Meal or Product
• Best Chef Collaboration/Catering Concept
NEW TO INDUSTRY
• Ones to Watch F&B
• Ones to Watch non-F&B
MULTIPLE TOUCHPOINTS
• Accessibility
• Sustainability – Product
• Sustainability – Programme
• Young Travellers – Amenities
• Young Travellers – Other
TECHNOLOGY
• Entertainment • Connectivity
• Hardware
• Apps SERVICEWARE
• Service equipment – Passengers
• Service equipment – Crew
2026 AWARDS ENTRIES OPEN
Don't miss your chance to shine. Enter the Onboard Hospitality Awards 2026 before December 1 2025.
KEY DATES
2026 Awards open for entries: SEPTEMBER 1 2025
Closing date for entries: DECEMBER 1 2025
Online voting opens: JANUARY 1 2026
Winners revealed: APRIL 14 2026
TO ENTER awards.onboardhospitality.com
For further details contact: sue.williams@onboardhospitality.com or craig.mcquinn@onboardhospitality.com
Ready to roar
Asia's Lion City is getting ready to host the 2025 Onboard Hospitality Forum-Asia and co-located FTE APEX Asia Expo
See you in Singapore on November 11-12? That's when our Forum-Asia and the FTE APEX Asia Expo will be at the Sands Expo and Convention Centre.
Craig McQuinn, Exhibition Director Onboard Hospitality Forum-Asia, said: “It’s not too late for suppliers to sign up to attend the 2025 event. Booth space is still available and the programme this year looks better than ever.”
The Onboard Hospitality team is hosting inflight catering, design, wellbeing and technology specialists in a dedicated zone to interact with key buyers. Additionally, we're inviting inspirational speakers from airlines and suppliers to share expertise during two of the panel discussions that will take place on the event's freeto-attend Expo Stage.
Stuart Forster, Technology and Retail Editor at Onboard Hospitality, said: “We’re lining up fantastic speakers who can supply cutting-edge industry insights on key topics. We’re looking to build on the positive feedback we’ve received about the past couple of Forum-Asia events and take the event to the next level. "
Ryan Ghee, COO at Future Travel Experience, added: “We’re excited about returning to Singapore this November for our 15th anniversary event in Asia. The free-to-attend APEX FTE Asia Expo and the co-located Onboard Hospitality Forum-Asia will bring together innovators from across the APAC region and beyond." onboardhospitality.com/all-eyes-onforum-asia/asia •
Around the stands
Participation in the Onboard Hospitality Forum–Asia is shaping up. Here's an overview of exhibitors...
Founded in 1994, J-Seco is a manufacturer specialising in producing disposable eco-friendly tableware, including wooden plates and cutlery, bamboo cutlery, bagasse tableware and paper cups. Bowls, chopsticks, straws, boxes and
napkins are equally among the company's core product range. Based in China, J-Seco is dedicated to providing sustainable and topquality products, making them available to buyers via a reliable supply chain to ship them around the world. jsecowoodencutlery.com
Linstol works with airline partners to find sustainable alternatives to single-use plastics. It is focused on ensuring airlines make wellthought-through changes. Successes have included switching millions of plastic stirrers to bamboo and the rollout of the Linstol Super Cup (made with EarthCoating) on Frontier. linstol.com
Founded in Melbourne, Australia, Bodd’s state-of-the-art full body 3D scanners and precision body scanning technology is revolutionising the uniforms, apparel and wellness sectors. Rapid scanning means less downtime for lengthy fitting sessions and no need for tape measures and try-ons. Scanners can size match for any clothing product, including footwear and accessories. bodd.io
A leading supplier of tamper evident security seals and reusable security bags for global inflight operations, ITW Envopak's seals are trusted to secure carts and boxes on more than 6,000 planes daily. At Forum-Asia it will unveil the Mini Uno, a smaller version of the popular Uno Seal, made from 100% recycled material. itw-envopak.co.uk
Established in 2002, En Route has become a leading global specialist in passenger solutions, supply chain services and sourcing for airlines and airline caterers. Founded in the UK, it now also has offices in the US, UAE and Australia. en-route.com
RMT GLOBAL PARTNERS
RMT Global Partners is an Atlanta-based company. A Certified Small Business, it was founded by Richard M Tuttle to provide the aviation and travel industry with a true partner in cabin service equipment design, sourcing and supply. rmtgm.com
Choya is a Japanese company headquartered in Habikino, Osaka, specialising in the production and sales of award-
FLIGHTPARTS
AVIASOFT
Aviasoft offers innovative inflight retail, entertainment and commerce solutions tailored for airlines and catering companies. Its flagship platform, SkyDepot, is robust and encompasses onboard retail, inflight entertainment and more. aviasoft.net
Based at Maastricht Aachen Airport in the Netherlands, AAB-Inflight designs delicious snacks and food concepts for airlines and airline caterers worldwide, including bread, portioned pastry, hot snacks and preservable hand-held bites. It prides itself on providing outof-the-box ideas that accurately fit airlines’ trolleys and trays. aab-inflight.com
STAND F2
A provider of aviation essentials, Flightparts is dedicated to enhancing every aspect of the inflight experience from top-notch entertainment via its headsets to the indulgent comfort of its pyjamas, blankets, and amenity kits. It is also offering more sustainable choices with eco-friendly products, and tailored assistance every step of the way through its personalised service. flightparts.com
winning umeshu plum liqueur, made with only domestically-grown ume fruit. It also makes other products ideal for inflights consumption, including brandy, sake, wine and foods. choya.co.jp
JOHN HORSFALL
John Horsfall creates solutions to elevate the passenger experience, such as blankets, duvets, sleepwear, table linens and headrest covers. johnhorsfall.com
ZIBO RAINBOW
This familyowned and operated, large-scale food manufacturing business, specialises in restaurant-quality sweet and savoury products made with fresh Aussie ingredients. Everything created has a minimum frozen shelf life of 12 months. Baked goods are snap frozen, ready for worldwide transport, with no preservatives. mannafromheaven.com.au
ZIBO RAINBOW has been serving the airline industry for the past 20 years. Its expertise is the design, manufacture and supply of inflight products for amenity kits, toiletries, wearable textiles and bedding, food packaging, serviceware, table settings glassware and more. en.ziborainbow.com
F7
CHOYA
MCalifornia gold
Onboard services professionals from around the world are looking forward to returning to Long Beach
embers of the Airline Passenger Experience Association (APEX) and International Flight Services Association (IFSA) will gather in Long Beach, California, from September 9-11 for the 2025 APEX/IFSA Global EXPO.
Held at Long Beach Convention Center, the event will be co-located with the Future Travel Experience (FTE) Global, whose theme this year is Collaborative Transformation. The three shows under a single roof draw together representatives of airlines and the onboard services industry for three inspirational days of networking, knowledge sharing and, of course, the showcasing of products and services.
Attendees can look forward to gaining insights into next-generation cabin solutions, innovations in connectivity, the latest in inflight entertainment (IFE), new amenities, uniforms, inflight services and food and drink offerings, and more.
On the floor
Last year more than 3,000 delegates and close to 100 airlines attended the events and this year looks set
to surpass those record-breaking figures. Once again, the exhibition hall will be open for two-and-a-half days, meaning that APEX and IFSA members can maximise opportunities to meet with decision makers from airlines. Thought leadership is a key aspect of the show and the IFSA Innovation Pavilion will host sessions by speakers giving insight into how to leverage design and fashion to showcase a brand; steps that can be taken to drive sustainability; and what to do to increase ancillary revenues.
Demonstration chefs will be on hand, serving up sample dishes for delegates to enjoy.
Both the show floors and the CEO keynotes look set to offer valuable insights into the industry.
See you there!
Our Technology and Retail Editor, Stuart Forster, will be in attendance and is eager to discover your new products and innovations. Get in touch today to book a meeting and discuss your news and updates at the show: stuart.forster@ onboardhospitality.com expo2025.apex.aero expo.ifsa.aero •
Linstol AMENITIES
Linstol will showcase its Atlas of Wonders collection, ranging from artisan-inspired amenity bags to audio headsets, and celebrating global artistry and storytelling. Booth 925 – linstol.com
Bottega SpA
FOOD & BEVERAGE
Booth 261 bottegaspa.com
Bottega produces sparkling and still wines, grappa, spirits and liqueurs and is dedicated to sustainability. Limoncino 0.0 is new for 2025 and a Halal version is available.
Monty’s Bakehouse
FOOD & BEVERAGE
This UK-based hot snacks supplier will be showcasing its Chefs’ Signature range for inflight service at the show. The range includes stonebaked Italian pizza. Booth 474 montysbakehouse.co.uk
Campione d’Italia Foods
FOOD & BEVERAGE
Creates innovative, trend-forward gourmet foods in a world-class BRC AA+ facility, from fully-prepared entrées and sandwiches to sauces and components. Booth 454 – cdifoods.com
Mission Craft Cocktails
FOOD & BEVERAGE
Mission Craft Cocktails makes award-winning bar-strength readyto-pour craft bottled cocktails with real ingredients, and gives 5% of all sales to food banks. Booth 577 – missioncocktails.com
En Route
FOOD & BEVERAGE
The team will be offering samples and insights into tailored solutions for all cabins, including bakery and hot hand-helds, snacks, ice cream and a new cheese programme. Booths 724, 726, 728, 730 en-route.com
Intervine
FOOD & BEVERAGE
Samples of crowd-pleasing snacks, wines, RTDs, spirits, flavoured sparkling waters, coffee and tea – plus a new iteration of versatile, sustainable cups – will be available. Booth 720 – intervineinc.com
Procurall AMENITIES
Responsibly designed premium onboard amenities will be showcased, including sustainable soft goods, wellness-driven skincare, tech accessories and disposable serviceware. Booth 937 – procurall.com
RMT Global Partners
SERVICEWARE
Premium onboard products tailored to reflect airline brands include CPET entrée dishes and water-based lined hot cups to custom cutlery kits and RPET blankets.
Booth 467 – rmtglobalpartners.com
ITW Envopak
SERVICEWARE
Stop by this booth to see the Mini Uno security seal, a new, smaller version of the Uno, made from 100% recycled material. Reducing plastic used by 41%, it offers a 66% increase in the number of seals per pallet, meaning it brings savings in shipping and storage. Booth 458 - itw-envopak.com
DFMi
FOOD & BEVERAGE
DFMi will host a tiki bar with a chef serving snacks, a cosy mid-century living room, boardwalk games, a relaxing ‘fire pit’ lounge area and products from its supplier partners at a 40' x 40' pavilion with a California Dreamin' theme. Booth 453 – dfminc.biz
POSHI
FOOD & BEVERAGE
POSHI will be at the show to share details of its range of vegetable snacks, including premium dill pickles, marinated artichokes and olives in shelfstable, liquid-free pouches.
Booth 473 – poshi.com
Deutsche Welle IFEC
This company's portfolio ranges from documentaries and short-form reports to podcasts and live TV channels. Booth 1543 – dw.com
John Horsfall AMENITIES
With pillow fills, luxury duvets and premium day blankets, the focus will be long-haul comfort. Core textiles as well as new, awardwinning collaborative designs for Aeroméxico will be on show. Booth 731 – johnhorsfall.com
SKYPRO UNIFORMS
Focusing on sustainability, design, manufacturing and circular services the team will talk all things uniform. Booth 754 corporate.wearskypro.com
Silk Route Entertainment
IFEC
Specialising in Asian and European content across more than 16 languages and multiple genres, the company will showcase a selection of awardwinning indie and festival films, and TV programmes.
Booth 1406 - silkroute.aero
Letronics
SERVICEWARE
Learn more about improving accessibility for disabled passengers with the WiseLift WL780 lift, which provides a comfortable, safe and dignified transfer experience.
Booth 1249 – letronics.com
Spafax
IFEC
Innovations in inflight entertainment and content delivery designed to enhance the passenger engagement and streamline airline workflows will be spotlighted from this booth Booth 1411 – spafax.com
IMG IFEC
Sport 24 is the world’s first and only dedicated live sports channel for the inflight market and has international rights from premium, global events. It also distributes non-live content, including films, documentaries, podcasts and event highlights.
Booth 1335 – business.sport24live.com
Uplay Content
IFEC
This content provider offers a curated collection of audiobook summaries, licensed exclusively for inflight. It also features best-selling non-fiction titles in over 20 languages.
Booth 1538 – uplay.com.br
Workwear Solutions International UNIFORMS
This independent garment and textiles consultancy specialises in uniforms, technical workwear and Personal Protective Equipment (PPE).
Booth 857 – wsiltd.co.uk
ELAG Group SERVICEWARE
A heat- and grease-resistant paper bag for hot snacks, a cutlery pouch made from sustainable FSC paper, paper cutlery made from renewable resources and an airsickness bag will be among the products displayed. Booth 368 – elaggroup.com
OPTIMUM Catering Solutions
FOOD & BEVERAGE
OPTIMUM represents over 150 vendors and has exclusive items new to the airline market, including ambient snacks, premium hand-helds, sides, desserts and special meals.
Studio 104 UNIFORMS
DKA Aerospace SERVICEWARE
DKA Aerospace will showcase its durable and easily maintainable XT Series of meal trolleys alongside its latest lighter units. The company also offers tailored services, including vendor-managed inventory (VMI) programmes, spare parts supply and engineering support. Booth 836 – dkaaerospace.com
Moment IFEC
Moment will showcase the latest version of its hybrid inflight connectivity solution, Flymingo Connect, a tailored platform that includes access to entertainment, onboard shopping and smart crew tools.
Providing language learning solutions spoken by native speakers, uTalk works with airlines so passengers can learn useful words and phrases via the inflight entertainment system. Booth 1648 – utalk.com
Specialists in premium uniforms, Studio 104 offers expertise and an end-to-end service from design to garment, and uniform programme management. Booth 753 studio-104.com
Retail inMotion
RETAIL & TECHNOLOGY
Retail inMotion partners with some of the world’s largest airlines to offer inventive onboard retail concepts and technology solutions, driving travel experiences and ancillary revenue. Booth 1237 –retailinmotion.com
Largest aviation tech event
WHAT: World Aviation Festival WHERE: Lisbon WHEN: October 7-9 2025
The World Aviation Festival (WAF) is billed as the world's largest aviation tech event. It is taking place at the FIL, the exhibition and congress centre, with four pavilions, in the Portguese capital's Parque das Nações.
Part conference and part exhibition, the 2025 edition of WAF will explore topics relating to business models, technology, sustainability and innovation.
Representatives of airlines, airports and their suppliers will be present in Lisbon, among a total of more than 4,500 delegates. As many as 600 speakers will address the attendees, sharing expertise and insights that could help reshape how things get done around the world in marketing, services, software and distribution within the aviation industry.
Confirmed speakers include Eddie Wilson, CEO of Ryanair; Luis Gallego, CEO of International Airlines Group, and Luís Rodrigues, Chairman of the Board of
10 up in 25
WHAT: TickEat WHERE: Milton Keynes
WHEN: October 22-23 2025
Adjacent to Stadium MK, the home of Milton Keynes Dons FC, Arena MK will again host TickEat's Meet the Buyer event. Top-tier industry buyers will have opportunites to seek out partnerships at the event which provides face-toface networking opportunities via an advanced matchmaker portal.
TickEat is celebrating 10 years of being in business during 2025. tickeat.co.uk
Directors and CEO of the local Portugese airline, TAP Air Portugal. Willie Walsh, Director General of IATA, and Theo Panagiotoulias, CEO of Star Alliance, will also address WAF attendees.
Newcomers to the sector will be showcased in the Start-up Village. terrapinn.com/conference/aviation-festival
On track
WHAT: Rail Live WHERE: Madrid WHEN: November 26-28 2025
The IFEMA Madrid is set to host Rail Live, an event which encompasses the entirety of the rail supply chain. As many as 10,000 delegates are anticipated at this event, which will see 300 exhibitors showcasing their products and services. Rail Live's conference will cover 10 themes, with more than 200 speakers sharing their subject matter expertise. terrapinn.com/conference/rail-live
CALENDAR
OCTOBER 28-30
APOT Networking Forum
Hainan Island, China apotasia.com
NOVEMBER 4
Food Matters Live Dublin, Ireland foodmatterslive.com/ venue-dublin
FEBRUARY 18-20
Airline Catering Association Leadership Symposium Paris, France evaintmedia.com/ aca-leadershipsymposium/
MARCH 10-11
Aircraft Interiors India and the MRO South Asia 2026 IICC
Dwarka New Delhi, India aerospacemediagroup. com/events/aircraftinteriors
www.wessco.net
Food & Beverage
Tea is being taken more seriously onboard flights with a wide range of brands, flavours and experiences 36 Snack attack
Gone are the days of just crisps, nuts and pretzels. Our nutrition expert Melissa Adamski discovers a wealth of inflight snacks designed for today's health-conscious travellers
46 Time for tea
cuisine
EAuthentic, regional influences and healthier options are coming to the fore as US carriers work to support their brand image through some tasty food storytelling, reports Julie Baxter
ven the most cursory look at the food on American airlines this summer quickly confirms change is in the air.
American Airlines put it this way in launching its summer menus: “From bold, vibrant dishes to timeless comfort food classics, every plate is designed to reflect the culture and cuisine of the iconic regions we serve.”
In this case, the catering team took its inspiration from the popular plates of the European destinations they fly to, so there was paella and paprika sea bass on flights to Spain, and a crisp schnitzel accompanied by potatoes and blistered tomatoes on flights to Germany. Similarly, Delta celebrated its new direct connection to Sicily with Italian menus, including spinach and ricotta rotolo with cherry
tomato sauce and fried basil leaves in Delta One, where the menus also include handmade artichoke ravioli with panna sauce, tomatoes and Parmesan.
Chef pairings
And their inspiration for European flights is reflective of a wider trend across the US for carriers to present menus that are increasingly thoughtful, connected and purposeful. Menu and snack offerings are becoming more customised, curated to be more sustainable and to forge interesting, relevant connections between the passengers, their journey and each airline's brand.
Collaborations with renowned and celebrity chefs continue to build the quality of bespoke
There is growing preference for ingredients sourced close to the production site
signature dishes too, while many refreshed items show a determination to source ingredients locally and align with brands that share wellness and sustainability principles.
Flying Food Group’s Nicolas Rondeau reports: “Our airline customers place strong emphasis on sophisticated, high-quality cuisine and we see a renewed interest in collaborations with star chefs, reflecting a commitment to elevated inflight dining experiences."
Traditional favourites
Thoughtful menus
His team sees high demand for traditional favourites, regional specialties and globallyinspired ethnic dishes across cabin classes. Investment in its production line is opening up its capacity for frozen offerings and wraps, and this is expected to be followed by new format innovations such as pockets and flatbreads Rondeau adds: "The dominant trend leans towards authentic, straight-forward dishes
that are exceptionally well executed. There is a growing preference for ingredients sourced close to the production site – a challenge in geographically large markets like the US, but one that aligns with broader sustainability goals.”
Alaska Airlines is among those championing ‘thoughtfully curated’ menus with well-known chefs, working with Chef Brady Ishiwata Williams, the James Beard award-winning talent behind Seattle’s renowned Tomo restaurant. The gourmet entrees onboard are made with regionally-sourced, seasonal ingredients and include the likes of mochi waffle and fried chicken for breakfast, or a Klingemann Farms glazed short rib with stir-fried rice cakes for dinner. There is brioche French toast or coconut chia for breakfast as well as linguine and crab cakes, huli huli chicken and ancient grains salads on the menus.
The airline sets a goal to bring innovative West Coast flavours onboard too with its Chef’s (tray) Table programme: a menu for First on specific routes to and from the West Coast designed
Above: Delta's summer flavours and flavours of Spain on American Airlines
BAGWELL AND PROTASIO
by celebrated chefs up and down the region. The local touch features in the main cabin too with the top selling buy-on-board fresh food item consistently being the Signature Fruit and Cheese Platter, which includes five different US cheeses with crackers and fruit. This item alone represents nearly 40% of fresh food sales. Local beverage connections also proved a hit following last year’s launch of the airline’s first-ever custom craft beer brewed for the carrier by Seattle-based Fremont Brewing. The IPA is complimentary in First and Premium Class and for purchase in the main cabin.
onboard food scene right now, with a growing emphasis on authenticity, regional identity, and real food stories. Airlines are are looking inward and asking: Who are we? What do we sound like, taste like, smell like onboard?
What is our food saying about us?
There is a strong Born in the USA drumbeat running through the onboard food scene
Delta reports that customer feedback has driven the expansion of its range from James Beard award-winning chef, Mashama Bailey, to additional international and domestic flights, with dishes such as shrimp and grits with spicy creole sauce and scallions. And demand for the 100% Angus beef Shake Shack’s Cheeseburger sees that now rolled out for service on 13 routes.
Regional identity
Marc Warde, Special Meal Program Director at Foodcase, sees the cheeseburger as part of a wider trend: “There’s a strong ‘Born in the USA’ drumbeat running through the North American
“The old days of carboncopy menus are fading. Now it’s all about establishing your food identity and character, storytelling and building emotional loyalty through the tray table. Really good, delicious recipes, that work onboard, artisan producers, regional specialities, and local flair are winning out, but it goes deeper than that. Passengers want to feel connected. Tastings aren’t just sign-offs anymore, they’re part of the brand engagement. Passengers want input, with many airlines now bringing in passengers to have a voice on that menu. And when passengers feel heard, they return.”
Warde also reports a new urgency in the US around catering for those with food allergies, intolerances, and evolving medical and lifestyle dietary needs, following high-profile onboard allergy incidents and the lawsuits that
Above: Alaska's summer sandwich and Delta's Shake-shack collaboration
TO NEW
Our decades of industry expertise guide your business through changing currents while honoring what makes your brand exceptional. Evolution doesn't mean abandoning tradition—it means elevating it.
Land Land
followed. He comments: “These have shaken the industry into action We’ve seen a big shift toward modernising special meals to be inclusive, safe, and actually enjoyable. Inclusive eating is now a necessity.”
Ambient is also having a bit of a moment, he says, as a long shelf life helps reduce waste. “American airlines get it and are moving towards that ambient light. From churros and tacos to smoky BBQ, tandoori and Korean fried chicken, the US street food scene is bursting onto aircraft in all cabins – diverse, distinctive, and downright exciting,” he adds.
Elevating formats
health and wellness. We see this reflected in increased popularity of juices and ‘juice shots’, and the healthy ‘salad’ culture driving demand for salads.
The US market is moving towards more premium snacking and away from UPFs
“As a result, the US market seems to be moving towards more premium snacking options, for example premium kettle chips rather than potato chips, and we’ve definitely seen a move away from ultra-processed foods (UPFs) and towards products that use fewer processed ingredients and less sugar. There’s a constant drive to reduce sugar among our suppliers, particularly those that operate in localities which have seen the introduction of soda taxes.”
Allison Hardesty, Key Account Manager at DFMi, detects change too. She says: “Airlines are moving away from generic offerings and leaning into items that deliver both a sense of indulgence and wellness. Passengers want food that feels both elevated and approachable, like sandwiches with destination-inspired sauces or spreads, or snacks that balance indulgence with better-foryou ingredients. We see a shift towards comfort food with a twist. Familiar formats elevated with global flavours or premium ingredients.”
This focus on health and wellness is noted by En Route too. Lisa-Marie Pitts, Senior Account Manager US, says: “Customers are clearly seeking food and beverage options that support their
Wellness demands
She reports growth in demand for plant-based foods too, which is driving interest in Asian and Asian fusion dishes, and Latin food culture which uses a lot of bean and lentil-based dishes. On-the-ground lifestyle trends are clearly making their presence felt onboard and airlines, it seems, are excited to be a part a changing food story in the US •
Above: Virgin Atlantic's signature drink and paired crisps; Alaska's popular cheeses
CELEB R ATING O U
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40TH AN N IVER S A RY
We a re e xcited to celebrate 40 years o f
Fr a nkenbe rg as a family company with ou r
fri e nds, p artners a nd experts f rom the industr y
Real food, real people
Fine-dining inflight bakery products are 'Manna from Heaven'. We discover some new handmade, premium products from Australia which are certain to impress and are now available at most international ports
Manna from Heaven (MFH) is an Australian business attracting attention for its 'Paddock to Plane' philosophy of food manufacturing, developed for the aviation sector over the past 25 years.
With access to some of the finest and freshest ingredients available from the diverse Australian landscape, MFH's latest launch is an Export Meat Programme, spearheaded by an incredible range of beef and lamb pies.
Managing Director, Ashley Meddings, explains:
"A few years ago I was served a very tough, dry and chewy tenderloin of beef with soggy vegetables in Business class. I was disappointed and inspired to ask my amazing team to create a solution. We already made handmade meat pies from scratch for aviation customers flying in Australia and New Zealand, but quickly discovered that what we do with relative ease presented major challenges for catering units in other countries.
"When we make our premium class products,
we take fresh local raw materials and protein and create restaurant-quality pies from scratch. None of the raw material is frozen or from mid-long term cold storage. Within 48 hours of ingredients entering our facility we create products just as a restaurant chef would, but at scale. We then snap freeze to lock in all the nutrients, flavour and quality. Chef Jamie Oliver says: ‘Real food doesn’t have ingredients, real food is ingredients’ and we couldn’t agree more."
Scratch cooking benefits
The product has an 18-month hard-frozen shelf life with almost no quality deterioration, and the scratch-cooking philosophy is one supported by Travel Dietician, Melissa Adamski. She says: “Dietary guidelines emphasise the importance of consuming mostly whole foods or minimally processed foods for good health, and cooking from scratch can help meet this goal. When we cook at home using common ingredients, we
are more likely to create meals that align with these recommendations. Whole foods are close to their ‘natural’ state or minimally processed. They contribute significantly to health and wellbeing, providing essential vitamins, minerals and phytochemicals like polyphenols. Having access to less processed meals made from whole foods is particularly important when travelling as our eating habits are disrupted and we dine out more. Onboard choices are limited and ultraprocessed foods offer tempting convenience and affordability. By focusing on whole foods, travel caterers can better support wellbeing, helping passengers cope with the unique challenges of flying at altitude and crossing time zones.”
Guaranteeing quality
MFH's Australian heritage gives it other advantages: amazing local producers, a tight supply chain and the ability to fully trace all ingredients to source as part of standard compliance requirements in Australia. Meddings says: "Australia has clear regulations not seen everywhere. In regions where beef, lamb and other raw material is traded intercontinentally identifying sources clearly is not so easy. It gives me great comfort to know we have trusted and equally compliant producers on our doorstep."
The company's Sydney facility is SQF, HACCP, Meat Export and Halal certified.
Milestones achieved
MFH's newest milestone - the ability to export its finished meat products - is of particular benefit to those markets with challenging supply chains,
limited ingredients or potentially-compromised raw materials taken from long-term cold storage. Meddings adds: "We all know premium meat tastes best fresh from the butcher, and not weeks later from our freezer."
His team has also solved the original challenge of the disappointing tenderloin, with a new Whole Braised Beef Cheek Pie (pictured below) which features a delicate, soft braised whole piece of beef with mouthwatering texture and flavour, paired with market fresh vegetables and a decadent butter pastry.
This pie now sits alongside other MFH favourites ready for inflight service including: Chunky Braised Beef, Pulled Wagyu Beef, Chicken (within Australia only) and Slow Braised Lamb Pie with roasted vegetables and mint, as well as bespoke products developed to any airline brief.
The team ensures every product is designed to match the cabin's budget and includes hot handheld pies, pastries and rolls for Economy packed in individual ovenable card boxes, delivered ‘ready to heat and eat’ inflight.
Meddings' goal is clear: "Manna from Heaven aims to consistently offer the absolute best quality of fresh-baked, scratch-made products not by mass-manufacturing or mass-processing but by large-batch baking, from scratch."
from Heaven aims to but by large-batch
Snack attack: The quest for innovation
Travel nutritionist, Melissa Adamski , reviews the current innovation in snacking, looking for products that meet passenger demand for healthier options
I'm always on the hunt for snacks that are both nutritious and delicious. Traditionally chips (or crisps, depending on where you're from), nuts and pretzels have ruled the inflight snack scene, but perhaps it is now time for a change.
overall wellbeing, whether you are eating them on the ground or inflight.
Veggie priorities
and allergy concerns move up the agenda,
As passengers show a growing awareness of health and nutrition issues, and allergy concerns move up the agenda, now is a great time to start exploring the huge growth in innovative new snacks.
During my visit to WTCE 2025 in Hamburg, I spent a lot of time on the lookout for snacks that offered vitamins, phytonutrients, fibre and protein, while also reducing salt or sugar where possible. I was most interested in options that not only support travellers’ wellbeing but also elevate the onboard dining experience.
WTCE was the ideal place to see which snacks are bidding for a place on the onboard hospitality menu, and hitting the expo floor did not disappoint.
Defining healthy
Eating a variety of foods is the key to healthy eating and I’m always delighted to see wholefoods starring as the foundation of a snack. When it comes to healthy snacking, I like to view every bite as an opportunity – not just for enjoyment, but also for nourishing the body. To me, healthy snacks should offer a range of nutrients, fibres and bioactives to support
Among those which caught my eye was POSHI's range of vegetable snacks including green beans, cauliflower florets, olives, asparagus and cornichons. What I love about these snacks is that they are lightly marinated and steamed. You don’t see many vegetables snacks like these onboard but why not? I love the little pickles and the green beans. These snacks are suitable for
a range of dietary requirements ticking the box for those seeking nut-free, soy-free and vegan credentials.
Gourmet Snacks is already working with many airlines but what grabbed my attention this year were the crunchy corn-based snacks and vegetable snacks. The team showcased Beetroot Chips and Garden Chips (jackfruit, beetroot and sweet potato) which tasted good and were not too salty. Beetroot contains a range of phytonutrients which contribute to health, including betanin which gives beetroot it’s
beautiful red/purple colour.
Wabba was exhibiting its range of crunchy fava bean snacks, which included both sweet and savoury flavours such as sea salt, cheddar cheese and dark chocolate. Legumes such as fava beans contain both plant-based protein and fibre making them ideal snacks, especially on the go.
Nairns is a well-established brand of oat-based biscuits but its expo stand showcased just how versatile an oats range can be. Oats are a nutritious food as their fibre content is important for
When it comes to healthy snacking, view every bite as an opportunity not just for enjoyment, but for nourishing the body too.
It is heartening to see suppliers being creative in the ways they are bringing new snack ideas to the onboard catering world
gut health, and while plain oatcakes are a great accompaniment to a cheese plate onboard, there are now also many flavour combinations such as Mixed Peppercorn & Seasalt or, and opportunities to pair sweeter flavours with the hot drinks service, such as the gluten-free Apple, Raisin & Cinnamon oat bakes.
Sweet treats
Another healthier sweet treat comes from K-Berry which showcased its range of fresh and freeze-dried strawberries, turning the spotlight onto ways to offer something sweet without too much sugar. Strawberries are a nutrient powerhouse packing a punch of vitamin C and polyphenols to name but a few. The freeze-dried strawberries are an interesting concept with some covered in a little chocolate to create a nutritious snack with a hint of sweetness and indulgence.
Seeds and dried fruits pack a punch when it comes to nutritious goodness and make a wholesome alternative to biscuits, so it is good to see exhibitors such as Farmley highlighting some great innovation in taste when it comes to these foods with mixes including sunflower and pumpkin seeds, cranberries and blueberries.
Join the debate
The ongoing debate around ultra-processed snacks and their increasing prevalence in diets worldwide continues, but it was refreshing to see that there are many nutritious alternative snacks on offer for airlines to choose from.
Worldwide there is such an abundance of amazing fruits, vegetables and grains available, that innovating should not be hard and it is heartening to see suppliers being creative in the ways they are bringing new snack ideas to the onboard catering world. The snacks on display showed airlines and caterers do have the opportunity to expand their thinking when it comes to inflight snacking, offer passengers foods that are not only nutritious but genuinely enjoyable to eat while travelling.
The examples I’ve shared are just a handful of what is available. Do your own investigations and you may be surprised at how wide the range of alternatives to classic favourite snacks has become. I am certain your passengers will thank you for considering something different, and I for one am already looking forward to seeing further innovations to come. •
Better together
F&B brokers convert trends into practical onboard product. Julie Baxter discovers how they are helping airlines navigate the constant consumer craving to try something new
Food and beverage brokers have a long list of services they supply to airlines. They help with planning, forecasting and cycle rotation; with sourcing, stock optimising, sales, inventory management and handling; they have a handle on sustainability, truck miles and trend spotting. But sometimes, despite all the research, data, market monitoring and consumer surveys they do, these days it can be a social media post that throws all the best laid plans and projections into a spin.
Anyone on TikTok saw this in action earlier this year when the virtual world went mad for a chocolate bar which combined the flavours of chocolate, pistachio, tahini and filo pastry. The
original product was called Can’t Get Knafeh Of It by FIX Chocolatier, manufactured in the UAE and inspired by the Arab dessert, Knafeh. Many imitations have since followed under the nickname ‘Dubai chocolate’ as every new batch of the original sold out in minutes.
It is hard for airlines to instantly respond to such an F&B sensation and sometimes these hits are forgotten as quickly as they catch fire but, as Lisa-Marie Pitts, Senior Account Manager US for En Route, says – this one has made its mark:
“In terms of flavour trends, pistachio is a hugely trending flavour right now, particularly in the sweets and desserts categories. That has mainly been driven by Dubai chocolate going viral and we’ve seen a boom in the popularity and
demand for pistachio-flavoured products ripple out to pistachio everywhere, from ice cream and pastries to cakes and beverages.”
Often, specific high-profile products cannot scale up fast enough for an airline contract, or even to meet consumer demand, but brokers are able to help airlines detect and respond to broader, more resilient trends.
Products with personality
Allison Hardesty, Key Account Manager at DFMi, says: “As a broker, our role is to help airlines curate offerings that reflect both passenger preferences and operational feasibility. Airlines are increasingly asking for unique products that tell a story, whether through ingredients, sustainability or social impact. We are constantly vetting new brands for quality, consistency, and logistical readiness. Airlines want partners who can scale, but they are also eager for products with personality. These are the items that stand out in a limited onboard menu and help shape the passenger experience. Brands that succeed onboard typically meet a few essential criteria: strong shelf life, efficient packaging and a clear consumer value proposition.”
Regional inspiration
Hardesty reports a growing demand for regionally-inspired offerings that help tailor menus to a route, but also an interest in high-protein, plant-based and functional snacks. This includes items like trail mixes with adaptogens, chickpea-based snacks or protein cookies.
At Harvey Alpert & Co (HACO), a partnership with King Nut is generating customised snacks for airlines, including snack mixes and pretzels with on-trend flavours such as Moroccan spiced almonds and chilli mango cashews; while a range by Nature’s Basics focuses on fresh flavours and natural ingredients, packaged using 40% post-consumer recycled material. A line from Whe Eat Smart brings gluten-free pretzels made from cassava flour, snack mixes and an Asian rice cracker to the portfolio.
Airlines are open to innovation but they also have to be practical
the beverage side, DFMi reports mocktails and functional drinks gaining momentum, although space onboard is a limiting factor. “Airlines are open to innovation but they also have to be practical and many still lean on tried-and-true products that check as many boxes as possible while still appealing to the masses,” Hardesty adds.
Also in the beverage arena, brokers can design a product offering with built-in opportunities for change. Intervine, for example, offers beers and brewers with everything from traditional ales and stouts to lagers and IPAs. It features a seasonal lager series designed to add a fresh twist to the beer offerings with the changing seasons, and it can also support the development of private label brands.
On
options on Delta; Whe Eat Smart supports gluten-free demand; and Intervine offers a seasonal lager series Farmer's Fridge
THE ROLE OF BROKERS
AMI Group points out the brokers’ value in managing the large, complex programmes airlines need to service their global networks, reporting: “Our projects include overseeing the global wine programme for one of the largest airlines in the world. This includes responsibility for forecasting demand, ordering product, arranging shipping, and assuring compliance with the intricate web of laws that govern the sale of alcohol. Within six months of taking on the assignment, AMI put efficiencies in place that reduced the airline’s overall cost by nearly 40% compared to the costs of the previous year.”
Matching values
the packaging hold up in a pressurised cabin? We invest time working with artisan brands to get them airline-ready. We don’t just parachute products in – we nurture relationships so no one, airline or supplier, is left stranded.”
He challenges the common criticism that brokers face, that they don’t actually make anything. “That’s not the whole truth,” he says, explaining that Foodcase manufactures and designs over 50% of its offerings. “We’re not just connecting brands with airlines; we’re building full-service solutions for a complex, regulated, and an emotionally-loaded industry", he says.
Allergy awareness is no longer a niche. It has become mission-critical
Marc Warde, Special Meals Program Director at Foodcase, agrees brokers bring a considerable skillset: “Airlines today want more than a catalogue. They want products that match their values, menus that align with their brand voice and service styles that reinforce who they are. Some carriers lean on us to do everything–from buy-on-board retail to full catering and special meals – because they don’t have the in-house culinary or nutrition expertise. Others know exactly what they want but need help finding or scaling the right producers. Sometimes the trendiest product on the ground just won’t work onboard. There are questions: Can it be delivered frozen? Is it ambient? Will
New priorities
The importance of allergy awareness and products onboard that suit all dietary needs is also an area where brokers can help. He says: “This is no longer a niche – it has become mission-critical." It's leading to a focus on improved product safety, labelling clarity without the caveats, and a generally higher quality offering.
The ambient options many brokers offer are also gaining a new respect for their long shelf life, reduced waste and improved quality. As Warde puts it: “It’s sustainable, cost-effective, and getting better every day. It’s not the future. It’s now.”
Now those are trends which have taken more than a social media post or two to take hold. •
Above: American Airlines opted for a Buy a Bar, Give a Bar snack with a strong back story; Foodcase reports ambient meal quality is on the up
Jens Kuhlen
GATEGROUP PRESIDENT NORTH AMERICA
Following a major investment by gategroup in North America, we chat with the head of the region to find out more...
Q. Tell us about gategroup’s recent investment in North America.
A : We continue to modernise and expand our North America network, investing in new infrastructure, updated facilities, advanced equipment and cutting-edge technologies.
In April we opened our new flagship unit in San Francisco, setting the global standard for what our future operations can look like. The stateof-the-art facility offers expanded capacity, modular and flexible infrastructure, modernised workflows, advanced food safety protocols and enhanced energy efficiency.
In the autumn we will be opening our new upgraded facility in Montreal, where we are replicating much of what we achieved with San Francisco, transforming an older facility to support improved workflows, upgrading equipment, high sanitation standards and long-term growth with our airline partners.
From a technology standpoint, we continue to scale our self-developed ERP system and proprietary IT tools. Additionally, we are looking into using AI-powered technology for waste/consumption management and production to spec, automation initiatives and the advanced production techniques like hotfill or sous vide processing across our network.
With the highest flight volumes in the
world, the North American market is strategically very important to us. We service all of the region’s legacy hub carriers, representing a majority stake of the North American market. Our focus is on selectively expanding where we have capacity and partnering with customers who prioritise innovation, premium service and scalable solutions.
Q. What trends do you see in the North American market?
A : We are seeing clear trends towards premiumisation and personalisation.
We are leveraging data to better understand passenger preferences, allowing us to support our airline partners
Carriers are refining their loyalty programmes, class segmentation and retail strategies, and that reflects back on us in the form of heightened expectations and opportunities.
We’re seeing increased attention to ESG priorities, particularly through waste management, packaging innovation and consumption tracking. Legacy carriers are leaning on caterers to support revenue-generating
opportunities while maintaining food safety and operational precision.
Across the North American airline catering market, we’re also seeing rising standards around special meals. This growing demand for personalisation is pushing caterers to deliver with greater consistency and precision. At the same time, food safety protocols are becoming more stringent, with an increase in thirdparty audits and more detailed servicelevel agreements driving accountability and quality control.
Q. How is gategroup responding to the shift towards customisation and elevated dining experiences?
A : Our teams are developing menus that not only align with airline brand identities but also meet evolving passenger expectations around personalisation and wellness. This includes offering more plant-based, allergen-sensitive and culturally relevant options.
We are also leveraging data to better understand passenger preferences, allowing us to support our airline partners in delivering a more curated experience by cabin class. Whether it's restaurant-style plating in Business and First class, or rotating seasonal selections, we’re committed to elevating the onboard offering through flexibility and innovation.
PROFILE:
Jens Kuhlen joined gategroup in 2015 and was appointed President North America in 2022, focusing on organisational alignment, enhancing communication and teamwork, and integrating the two countries into one cohesive region.
Q. Can you elaborate on the growing emphasis on sustainability and waste reduction?
A : Through AI-technologies, we will be able to capture real-time data on consumption, packaging weight and onboard waste, allowing us to rethink portioning, streamline packaging and support ESG commitments. This will not only reduce the environmental impact but will also help airlines optimise load efficiency and cost. We're also investing in sustainable product development through our equipment brand deSter, collaborating with customers to reduce single-use plastics and design circular solutions. At the same time, we’re expanding our offering of plant-based meals and lowwaste culinary innovations.
Q. What are your key priorities for the North American region in the next 12 to 18 months?
A : Our priorities include the continuation of operational enhancement and expansion, digital transformation, sustainability and culinary innovation, all underpinned by a renewed focus on accountability and audit readiness across the group. We are continuing to invest in infrastructure and technology across the region, modernising assets and implementing smarter equipment that enhances consistency and efficiency. Our in-house ERP platform, AI tools and automation initiatives are all enabling smarter operations and waste reduction.
Culinary excellence remains a strategic priority. We’re pushing forward with high-end techniques like sous vide and restaurant-style plating, while ensuring these innovations scale effectively at the unit level. •
Tea matters. Whether it’s a cuppa to-go, a full afternoon tea experience, a mindful tea ceremony or a quick thirst quencher, consumers make time for tea, and it can be a hallmark of genuine hospitality onboard, says Julie Baxter
There was a time when the cup of tea offered onboard came with just two simple options – milk and sugar – but today airlines increasingly offer a whole menu of hot beverage options and the crew come specially trained and armed with a plethora of tea ‘experiences’ onboard.
regular feature in the tea supermarket aisles worldwide. Leading brands like Twinings and Tetley have new products with added vitamins and nootropics (additions known to enhance cognitive performance and brain health).
Gone, in many cabins, are the generic multiserve tea flasks, replaced instead with branded teas, targeting the discerning tea drinker, along with fruit and herbal blends, and ‘functional teas’ known for their health benefits.
Teas claiming to boost your energy or immunity, aid your sleep or mental focus, support digestion or relaxation are now a
Twinings, for example, has added a Women’s Health range with teas to support women experiencing the menopause, and Tetley’s has revamped its Super range to add teas fortified with vitamin C and other nutrients that support the immune system and impact energy levels.
The Twinings Lemon and Ginger Herbal Infusion and Pure Peppermint are already flying on easyJet, alongside Green Tea, English Breakfast and other choices, and as the trend
gathers pace, consumers are expected to increasingly demand more. Making the right tea choice can have a significant impact on the passenger experience as British Airways’ Chief Customer Officer, Calum Laming, identifies when he says: “Last year, we served more than 37 million cups of tea in the air, and more than two million cups in our lounges globally, so we knew that selecting our newest tea partner was a decision we had to get right.”
Careful choices
The catering team chose a new partnership with British tea producer Birchall offering a carefully curated range, that celebrates British originality, for all long-haul cabins, as part of the airline's £7 billion transformation plan.
Back story bonus
story played an
important role in the decision to board Birchall, something which also played into Whittard of Chelsea’s debut onboard with Saudia.
The airline now serves six Whittard teas: English Breakfast, Earl Grey, Classic Green, Peppermint, Mango & Bergamont (a Whittard blend) and Warming (an exclusive herbal tea for Saudia) in First and Business, inspiring the brand to attend WTCE for the first time this year in a conscious push for more airline business.
Teas with active ingredients can clearly support airline wellbeing initiatives
Laming says: “We’re proud to continually lead the way in championing British originality, and it was important to us that our tea not only ticked the taste box but also showcased the quality and talent we have on our doorstep here in the UK.”
The deal features Birchall Great Rift English Breakfast tea, the UK’s most-awarded tea for taste, along with Camomile, Lemongrass & Ginger, Great Rift Decaffeinated and Red Berry & Flower. Club World passengers are also offered herbal infusions, including English Breakfast, Decaffeinated English Breakfast, Peppermint, Green Tea and Earl Grey.
Thomas Parkhouse, Whittard’s EMEA rep, says: “Airlines appreciate the Whittard heritage. The fact that we have been in the tea business since 1886 speaks to our quality, and then the breadth of the range, our flexibility in formats and our global network make us a good match for the airline sector.”
While classic teas remain the most popular, he sees specialist teas also making a mark in the market. “Tea is a growth market generally. Premium tea sales are up, as are fruit and herbal teas and decaffeinated teas. Increasingly, consumers are also looking for active ingredients in their teas, so those targeting digestion, energising or sleep inducing, and these types of teas can clearly support airline wellbeing initiatives onboard.”
When Cathay Pacific looked for its new
Below: Whittard combines heritage with flexible formats; Birchall now served on British Airways
partner, it too turned to premium brands for “a sense of understated elegance, a commitment to quality, authenticity, provenance and wellbeing, and an ethos that resonated with the Cathay brand”, says Vassilios Georgakopoulos, Head of Customer Experience, F&B and Service Design.
Japan, and
It chose JING Teas, with over 70 different strains of single-garden tea in its range including teas from Sri Lanka, Japan, India and China, and a strong focus on sustainability and a fair deal for growers.
Tea experiences
Catherine Archer, JING Tea CEO, says: “Our real focus is on creating unforgettable tea experiences, while supporting the people and places behind them to thrive. Connection is absolutely at the heart of both our brands, Cathay do that through physical journeys, and JING through the taste journeys that we take
continents. The airline reports it brews 33 million cups of Dilmah tea a year, which includes 10 different varieties including Dilmah Ceylon Black Tea, Moroccan Mint, Breakfast Tea and an Emirates' Signature tea, made exclusively by Dilmah for First passengers. The signature tea uses flowery orange pekoe leaf, a sprinkle of marigold and safflower, and is said to pair well with savoury dishes, nuts and leafy vegetables, light cakes, chocolate and caramel desserts.
The British tea company invested a lot of
The British tea company invested a lot of time and trials in perfecting the perfect inflight cuppa for Cathay. “Altitude impacts the palate's response to flavours and the lower boiling point of water on planes meant the team had to experiment with different quantities of tea and brewing times before arriving at the right formula,” says Archer.
What resulted was a range of blends including umami-rich Japanese green teas and cups of Sri Lankan Ceylon breakfast tea that worked well with the soft water onboard “to create a very smooth, rich taste”.
Once perfected, Cathay Pacific’s cabin crew were given comprehensive training on how to brew and serve the teas, with workshops held to help drive product understanding and enhance service delivery
The potential for tea businesses is huge. Emirates’ long partnership
Instant teas
Also new to WTCE this year was Senso Foods with a range of instant chai teas to make service onboard easy for those who want to feature India’s favourite hot drink, traditionally made with black tea, milk, sugar and added spices. Available in single serve sticks which just have to
be combined with hot water, the flavours include Cardamon Chai Latte, Ginger Chai Latte, Saffron Chai Latte, Masala Unsweetened Chai Latte and similarly flavoured Chai Karaks, a stronger version. The team claims this single serve format means: “No mess, no fuss, just great taste in every sip.”
Local favourites
Teas are
Local tea favourites already make it into the mix on Qatar Airways where they serve both saffron and cardamom flavours of karak chai; and on Starlux Airlines where they serve boba tea lattes in Business out of Taipei. On Malaysia Airlines teh tarik, a sweet, local milky tea (literally translated as ‘pulled tea’ because of how it’s made) is served in Business even on short-haul flights.
steeped in memories, anecdotes, places, moments. Each one
an experience
culture of the tea estates from which they come, all with the goal of creating a tea-drinking experience. Ambegaonkar says: “Tea, for me is a product of inspiration. I don’t just make teas, I curate them. The teas are steeped in memories, anecdotes, places, moments, infused with personal touch. My teas are a personal invitation. I believe each one is an experience that will linger.”
Tea Culture of the World (TCW), established in 2010 by one of India’s few certified tea sommeliers, Dr. Rupali Ambegaonkar, aims to tap into these local tea nuances and combine the discerning tastes of passionate tea enthusiasts with the demands of the ethical and healthconscious consumer. Debuting at WTCE, its teas are sourced from Fairtrade-certified producers and the 120+ flavours are crafted to reflect the
The growing market demand for new, more interesting and unusual teas, and this experiential element to tea offers an opportunity for some easy wins onboard concludes Whittard’s Parkhouse. He says: “Bringing premium brands onboard is an easy way to upgrade the customer experience to maximum effect because most passengers are going to have a tea or coffee and if that is a good experience, the customer experience will likely rank better. Likewise if you are selling the tea onboard, you can charge a little more for a premium brand and still be confident it will sell well. In short, tea is a win-win.” •
Above: The Great Western Estate, Dilmah's tea plantation in Sri Lanka, celebrated for high grown Ceylon Tea; Whittard is building on classic favourites to add more
unusual teas
Dilmah Tea
As Sri Lanka’s Dilmah Tea celebrates its 40-year anniversary, we look back at the success of one of the country’s most important tea producers
Dilmah Tea was founded by trailblazing teamaker Merrill J. Fernando, whose passion for quality, goodness and ethical purpose has helped Dilmah stand the test of time.
Born into a rural Sri Lankan family, Fernando was the first tea grower in the world to produce tea grown, perfected and packed at source. Influenced by his mother's family values, he was an advocate of kindness, and founded Dilmah on quality, authenticity, integrity, purpose and the belief that every business should serve humanity. His philosophy lives on through his son, Dilhan, who now heads up the Dilmah Tea business.
Tea for good Fernando's dream of making the world a better tea first became reality in 1985 when Dilmah, Single Origin tea made its debut. Going against industry mass commercialisation trends of the time, the company focused on authenticity, taste, goodness and purpose.
Forty years on, Dilmah stays true to its founding promise of garden fresh, unblended Ceylon tea, packed at source. It supplies airlines, including Emirates, but also touches the lives of the less fortunate with programmes in nutrition, training, education and child care. At least 15% of its pre-tax profits goes to humanitarian initiatives through its MJF Charitable Foundation. A further 5% goes to Dilmah Conservation.
Innovation
New to the comprehensive range of ethically-made Gourmet Teas and Infusions, Dilmah’s Elixir of Ceylon Tea is a natural extract of single estate tea. It can be used to make iced or sparkling teas and tea cocktails and is a great choice for health-conscious travellers looking for a convenient
reducing stress, improving skin, gut and heart health and reducing stress.
Last year, Dilmah launched its Finest Ceylon Cinnamon, rich in antioxidants and also supporting health.
Founded on kindness, Dilmah has generated over £40m for a range of charitable initiatives
coffee, alcohol and sugar-packed soft
The cinnamon used comes from Dilmah's Kahawatte Plantation, one of the largest and most respected in Sri Lanka, where master growers and peelers have passed down their knowledge for generations to produce world class cinnamon.
benefits, including aiding digestion and hydration,
The company remains committed to making a positive impact on the natural environment, empowering communities through kindness and dignity and addressing inequality for the next 40 years and beyond.
dilmahtea.com •
Latin vibe
Delivering an authentic local experience is high on the agenda for airlines in South America, says Jo Austin, particularly through inflight catering and service
The population of South America is one of the fastest growing in the world and the region's geography makes flying a necessity rather than a luxury.
In response, airlines serving the region are investing heavily in comfort, technology and sustainability to meet the growing demands of more discerning passengers with increasing disposable incomes.
It’s also a diverse region of 438 million people in 12 countries, each with its own culture. Airlines are incredibly proud of their individual cultures and strive to provide an authentic onboard experience.
“When a passenger steps on to a flight in this part of the world, they should immediately sense a welcoming atmosphere – a crew that is happy to see them, touches of local culture in the food and décor, and a feeling that they are not just a seat number but an honoured guest. That is what sets our region apart,” says Dominic Alexander Purvis, LATAM Senior Vice President for Product and Customer Experience.
LATAM Airlines Group, which was born from the merger of the flagship airlines of Chile and Brazil and now operates domestic and international flights in Peru, Ecuador and Colombia, champions the shared heritage of South America in its onboard experience.
Local differences in culture and flavours are
being
celebrated
Peru, Ecuador and Colombia to create traditional dishes. The initiative highlights the multicultural identity of South America, while empowering female chefs. A new signature dish is introduced every three months.
Creative collaborations
Rather than attempting to homogenise the journey, local differences in culture and flavours are celebrated.
For instance, LATAM's ‘Sabores que Transportan’ culinary programme invites female chefs from Chile, Brazil,
Meanwhile, Avianca has collaborated with several renowned chefs to enhance its Business class experience.
“Our leading chef is Álvaro Clavijo, born in Bogotá, Colombia, and head of the acclaimed restaurant El Chato,” says Juliana Parra, Customer Experience Manager.
“Currently, we are also
/ FOCUS ON
featuring a collaboration with chef Jennifer Rodríguez, born in Mesitas de El Colegio, a town near Bogotá, and founder of Mestizo Cocina de Origen.”
Its INSIGNIA by Avianca menu is overseen by gategourmet and offers a journey through flavours inspired by Latin America, designed to honour the region’s culinary heritage.
“We blend diverse techniques to create a menu that connects the richness of the land with the experience of flying,” adds Parra.
Aeromexico guarantees fine Mexican cuisine and flavours through its Business class menus designed by world-famous chef Enrique Olvera, proclaiming: “Fly with us and let us show you that Aeromexico means Mexican hospitality.”
Olvera runs and owns Pujol restaurant and two of his Mexican menus onboard are shrimp in garlic
Investment in new aircraft and cabin upgrades is on the increase
with red quinoa and fillet of beef with carrot cous cous and snap peas
Iberia, a major player in the region and the Gold winner of this year’s Onboard Hospitality Cabin Concepts, is also rotating menus using seasonal ingredients. “We are an international airline featuring Spanish touches and our gastronomy on board reflects that,” says Paula Lafora, Iberia’s Head of Customer Experience, Design and Delivery.
”Typically we use Spanish recipes with Spanish ingredients such as our ‘chipirones en su tinta’ (squid in ink) created with the help of our catering partner, Do&Co.
Product investment
Investment in new aircraft and cabin upgrades is also on the increase to accommodate greater traffic.
In this year alone, Avianca is investing $808 million to strengthen its fleet, onboard product and service.
One key milestone is the expansion of its Business Class Americas offering, which will now be available on all international routes departing from Bogotá, Medellín and San Salvador.
Iberia has been flying to Latin
America for nearly 80 years and currently lists 120 destinations through codeshare and interline agreements with LATAM, Avianca, Aeroméxico, GOL and Copa.
Lafora says: “Latin America is at the heart of Iberia’s identity and makes a significant contribution to our overall results.”
In 2025, Iberia put more than 5.5 million seats on the market to strengthen the air bridge across the Atlantic, representing a growth of over 4% compared to the previous year.
“We understand that the journey is not just about reaching a destination but about feeling at home in the air.
“Latin American travellers often seek a more human, personalised approach, while also valuing comfort and reliability. Our suppliers play a key role in co-developing and implementing innovative solutions that enhance both customer
Above, from left: Culinary programmes celebrating regional dishes are being pushed with celebrity chef collaborations, and Latin carriers are upgrading their Business class concepts
Menus connect the richness of the land with the experience of flying
experience and operational efficiency,” adds Lafora.
LATAM is expanding connectivity both within South America and to the world with new aircraft, including the Airbus A321XLR, which will allow for the opening of new non-stop routes connecting key cities in the region, such as Lima to North America and Europe. Similarly, the joint venture with Delta Air Lines is unlocking more travel options between South America and North America, seamlessly linking LATAM’s network with Delta’s.
Behaving
responsibly
However, growth goes hand in hand with responsibility and the region’s airlines are taking this seriously.
LATAM has set ambitious sustainability goals. By the end of 2024, 97% of single-use plastics were eliminated from its operations, and by 2027, LATAM aims to become a zero-waste-to-landfill airline group – meaning all waste will be reused, recycled or composted instead of being sent to landfills.
One initiative is the ‘Recicla Tu Viaje’ (Recycle Your Journey) programme on flights, which earned the Onboard Hospitality Award for Best Onboard Sustainability in 2023 and 2024. LATAM has already removed tons of plastics by switching to sustainable packaging and service items and introducing recycling on many flights.
Sustainability is also at the heart of Iberia’s strategy. Reducing CO2 emissions is a major focus and the airline is committed to achieving net zero emissions by 2050. Iberia has partnered with designer Teresa Helbig to create amenity kits featuring vegan cosmetic products made in Spain by Uvas Frescas, using grapes from the same vineyards that supply its wines.
“All these improvements would not be possible without the strong, collaborative ecosystem we’ve built with our suppliers,” says Lafora.
“The challenges of the commercial aviation industry in this part of the world are shared by all of us and overcoming them requires close cooperation and commitment.”
Avianca’s renewed Business class concepts, INSIGNIA by Avianca and Business Class Americas, claim to offer a sustainable, culturally rich experience. Amenity kits are inspired by Colombia’s indigenous heritage through a collaboration with two local brands: Mola Sasa and Loto del Sur. The pouch is crafted from recycled PET bottle fabric and developed with women from the Gunadule community. •
Above, from left: LATAM and Avianca are investing heavily in onboard product, chosing local wines and promoting traditional food, with LATAM's A321XLR aircraft expanding connectivity outside of the continent
Design & Innovation
58
Packaging talks
Although it's likely to end up in the bin, packaging plays an important role in loyalty, passenger experience and onboard sales
Today’s premium airline dinnerware must strike a balance between visual sophistication, functional performance, and long-term durability
64
Weigh up high
As sustainability drives the design of cabin trolleys, we explore the latest trends and what's coming next
68
In Conversation Petros Sakkis, Chief Marketing Officer at WESSCO International, believes airline priorities are shifting and all elements of the passenger experience are being elevated
Packaging talks
Product packaging has found its voice. Julie Baxter explores the choices that support loyalty, engagement and brand identity
KBrands, both on the high street and inflight, certainly believe we do. They use packaging to strengthen their connection with consumers, to provide product protection, add safety, convenience and usability. On-pack information helps ensure traceability, nutritional transparency, passenger engagement and, of course, brand identity. They see packaging as a way to build trust and reinforce their product’s consumer credibility.
The challenges
Bryony Koziol – Design Manager at Plane Talking Products (PTP), sums up the problem: “Packaging is in an interesting place right now as we all face the challenge of trying to reduce packaging as much as possible whilst accepting that, when it is necessary, we need to innovate around materials, design and functionality.”
erbside collection of recyclable waste has become a familiar part of daily life for millions of households worldwide. Many of us now seem to put more into the recycling bin than we send to landfill each week, and while we think of this as progress, the quantities remain vast and many are questioning: do we actually need all that product packaging?
landfill each week, and while we think of this
She and the PTP team believe that in this environment, packaging design aesthetics are more important than ever – not just in terms of graphics but the whole shape and structure of the packaging. “Packaging should have a purpose and a story behind it. When something feels considered and well thought out it becomes more appealing. This is especially true for onboard where maximising space, functionality and ease of use are top priorities,” she adds.
Marc Warde, Special Meals Program Director at Foodcase, agrees: “Packaging onboard is more than function – it’s your first handshake with the passenger. Before the food is even tasted, the story is already being told. Think of KLM’s Old Masters aesthetic or those whimsical Dutch houses in Business. Or IndiGo’s cheeky cast of
mascots. Even the signature cocktail on Virgin Atlantic tells you exactly it’s fun, it’s bold, it’s on brand.
where you are – it’s fun, it’s bold, it’s on brand.
“It’s easy to overlook packaging as just another cost, but it plays a huge role in loyalty, passenger experience and onboard sales. Those tiny touchpoints – the farewell chocolate on SWISS, the delightfully-labelled vegan snack, the styled salt and pepper shakers – create emotional connections.”
Brands see packaging as a way to build trust and reinforce their product's credibility
Lisa-Marie Pitts, Senior Account Manager for En Route, agrees packaging must be seen as part of the passenger experience. She says: “We place significant focus on the ‘unboxing moment' onboard, ensuring that packaging is designed not only for protection and efficiency but also to elevate the moment of consumption. Onboard product packaging plays a crucial role in shaping the passenger experience and delivering an airline’s brand story in a tangible, memorable way. It is no longer just a protective layer, it’s a key opportunity to enhance customer perception, convey brand values, and add real value to the onboard offering.”
Inspiring engagement
She believes that the look, feel and functionality of packaging directly contributes to how passengers engage with the product and says: “It’s about delivering the right
Above: KLM's branded meal box for Business
Below: One.five uses AI to smooth the design and manufacture process and cut costs
product in the right way – considering how it is presented, handled and ultimately enjoyed. Subtle, well-placed design features, such as hidden messages, clever tear strips or intuitive prompts, can surprise and delight passengers, creating a deeper connection with the brand.”
But packaging designers also accept they have a duty to minimise packaging and focus on the sustainability of the materials they use.
The Aviation Sustainability Forum has become the leading advocate for the standardisation of materials used for packaging onboard to support recycling, as well as clear labelling and crew training on recycling. It encourages airlines to better understand their cabin waste, and according to its most recent data packaging waste, accounts for around 30% of overall cabin waste. Its assessment shows segregation onboard is key to reducing this number and maximising recycling opportunities (where the in force regulatory environment allows).
The sector's desire to reduce single use plastics is a key driver in packaging trends
Diana Cawley, CEO ASF, says: “During our cabin waste audits, we see many types of packaging and it’s not always easy to tell what material it is made from. Specifically, composite materials make sorting, segregating and recycling more difficult and therefore harder to achieve consistency across a waste management system. Standardisation of materials and clear labelling would make segregation and recycling much easier for everyone involved.”
Thinking sustainably
Suppliers are responding to the challenges by working with the ASF on waste audits.
SATS Catering Singapore, for example, became the first catering unit in the world to adopt the ASF Cabin Waste Composition Audit programme which is helping both SATS and its airline clients understand inbound cabin waste levels and composition. Using the ASF’s data tools, the ongoing audit programme collects data designed to identify areas for improvement and trigger significant reductions in waste and costs.
Wayne Costigan, Managing Partner at Global-c, sees the sector’s desire to reduce single use plastics (SUP) as a key driver in packaging trends. He says: "We’ve always been strong in paper, and we’ve leaned into ‘plasticfree’ dispersion coatings in recent years to meet market demands. While these materials have been reclassified as ‘less plastic’ in Europe, they still greatly reduce plastic content while meeting high compostability and recycleability standards. Certifications are key here, as there is a flood of these coatings on the market.”
Others are looking at new materials. Koziol says: “Material development in packaging continues to move at pace as the world moves away from SUPs to more sustainable materials. We are currently working on a fully biodegradable and plastic-free alternative to cPET containers. This innovation provides freezer- and oven-safe products that are made entirely from agricultural waste. The smooth material finish allows complex shapes and textured patterning to improve the design."
Warde notes the popularity of kraft paper packaging, saying: “Sustainability is rightly a top priority and kraft paper has become the go-to for many. It’s a great material – familiar, versatile and widely recyclable. But let’s not stop at beige. With the right design, even kraft can sing. Without it, it risks fading into the tray. It’s not solely about what material you use, it’s the story it helps you tell. Packaging has already moved on – stylish, sustainable, functional,
Above: Plane Talking Products' bagasse collection, developed for home delivery, includes reusable pieces made from cork and glass
with narrative-led storytelling. Whether it’s a buy-on-board snack or a suite-worthy dessert, packaging should carry your brand voice, spark curiosity and feel considered. It’s often the first thing your passenger really sees, so it is important to make it count.”
Eco choices
Pitts agrees material choice is a critical factor and says En Route actively works with supply partners to source innovative, environmentally-friendly materials across all product categories. She notes that airlines increasingly want packaging to visibly support the sustainability story because passengers notice, and it can influence both perception and satisfaction. She says: “Airlines are increasingly seeking packaging solutions that balance operational efficiency with sustainability goals and premium design. The trend is moving towards visibly sustainable packaging, not just in material credentials but in how that sustainability is communicated through design.
Sustainable packaging producer one.five believes AI can help smooth the packaging processes. Its AI platform Qt.Master combines industry-trained data with multi-agent AI architecture to help understand the packaging process and relevant regulations. Its team estimates AI input can save 20% R&D costs and make development 70% faster.
Packaging is not solely about what material you use – it's the story it helps you tell
Gategroup’s deSter aims to lead the way in sustainability and last year achieved the EcoVadis Platinum rating, putting it among the top 1% of companies for sustainability performance.
Stef Van de Perre, President and Managing Director of deSter, says: “As our business evolves, so does our responsibility.”
"Neutral tones, paper and stone textures, and minimalist treatments help passengers intuitively recognise an eco-conscious approach, even if the packaging isn’t yet 100% plastic-free. We find that highlighting incremental improvements, such as using high percentages of postconsumer recycled (PCR) materials, resonates strongly with today’s environmentally-aware passengers.”
This has required changes across its operations and 94% of its packaging revenue now comes from reusable, recyclable or compostable solutions. Revenue from reusable/compostable products is at 64% while SUP sales, by weight, have fallen by 41% since 2019. 45% of foodcontact materials are now FSC- or PEFC-certified while 71% of fibre-based products are PFAS-free, with the goal being 100% by 2026.
Philippe De Naeyer, deSter Director of Sustainability and ESG, adds: “Sustainability is not a side project – it’s embedded in everything we do. By working closely with our customers, suppliers and communities, we believe we can drive real change – for people, for the planet, and through every product we create.”
It's surely an intent many passengers are signed up to as they adapt their own lifestyles too. •
Above: Monty's Bakehouse has developed ovenable, biodegradable packaging for pizza which includes innovative vents to help maintain crispness; and meal boxes from Global-c for Qantas domestic
talks with producers of galley equipment to understand key trends and establish what we may see onboard soon…
Sustainability is driving change relating to many aspects of the onboard experience. When it comes to galleys, equipment suppliers are taking steps to reduce the weight of products and also lighten the trolleys that wheel food and drink to passengers.
Jamie Melleney, Sales Manager at Korita Aviation, explains: “With airlines striving for sustainability and cost efficiency, lightweight solutions have been a top priority. Every kilogram saved onboard contributes to reduced fuel consumption, lower CO2 emissions and operational cost savings.”
His company’s Aluflite Super Lightweight range of trolleys is designed with those concerns in mind. Optimising materials and creating a slimmer, more ergonomic structure are key in reducing the
weight of a full-size trolley from 17.3kg to 16.1kg. And the half-size ATLAS meal cart, including dry ice trays, has been cut from 10.9kg to 10.1kg.
Trimming the pounds
“Weight reduction remains a priority of airlines, although the need to look at better waste separation and disposal in the cabin is becoming more apparent,” continues Melleney.
Consequently, demand for more efficient waste management and improved recycling is being factored into the most recent iterations of galley and trolley designs. All equipment must be easy to operate by busy crew, so there is a requirement for designs to be functional and user-friendly. Ultimately, operational simplicity underpins successful designs.
“Demands for more proactive means of waste separation, as well as recycling of material, mean trolleys need to adapt and be redesigned to meet such needs. The aim of Korita Aviation is to continue to adapt and develop to such demands, to offer innovative solutions for galley equipment without compromising quality and durability,” adds Melleney.
Complying with stringent aviation safety standards is, of course, a must for any galley equipment certified for onboard use. Depending on an airline’s requirements, Radio Frequency
Identification (RFI) and electronic maintenance tags can be inserted.
Security concerns
“Security is one of the important features that have been incorporated into the structural design, with options on additional locking available, according to airline requirements,” reveals Melleney.
King W. Lee, CEO of DKA Aerospace, also notes that airlines are continuing to prioritise lightweight, durable equipment. “These are the main reasons DKA is actively promoting our XT2.5+ carts and Gen 2 standard units. Both products are designed to be lightweight, reducing fuel consumption, while also being highly durable and easy to maintain, ensuring long-term operational efficiency for airlines.
“Additionally, as turbulence becomes more frequent, there is growing demand for products that enhance safety and ergonomics for cabin crew,” he predicts.
DKA’s XT Series meal carts feature Uni-Structure technology, which unifies the top and base assemblies of the cart into a consolidated structure. This reduces the number of parts, allows easier assembly, creates fewer points of breakdown, adds strength and reduces part fatigue. Instead of using traditional bonding methods, sub-assemblies are mechanically fastened to the structural frames. This preserves integrity and durability
while improving maintenance and spare parts inventory control. The company introduced its XT3.0 carts at the 2025 Aircraft Interiors Expo. Billed as the lightest meal cart on the market, a full-size cart is 14.8kg while its half-size sibling weighs 9.6kg.
Airlines are also looking for solutions that are modular, ergonomic and easier to service
Easy does it
Max Choong, DKA’s Research and Development Manager, adds: “Airlines are also looking for solutions that are modular, ergonomic and easier to service – features that reduce turnaround times and improve crew usability. Sustainability is increasingly shaping conversations, though widespread adoption still faces challenges around cost, infrastructure readiness and regulatory compliance.”
He predicts greater modularity in designs and, possibly, the advent of digitally integrated systems: “We also foresee increased demand for customisable product platforms that allow airlines to differentiate the passenger experience without compromising efficiency or safety.”
Jerry van Vive, CEO of Driessen Catering Equipment, observes: “There is growing interest in smart features, such as tracking and inventory management, to optimise catering workflows.”
Designed to offer flexibility for mixed-fleet customers, Driessen introduced its Hybrite
Above from left: Lighter, digitally connected and more serviceable trolleys are increasingly coming on stream as carriers seek to cut emissions and transform their catering logistics
Ultra Lite (UL) at WTCE 2025. That followed the 2024 launch of the Circularity Return Program, which allows end-of-life trolleys to be recycled.
“Almost 100% of materials can be recovered and reintroduced into our supply chain. This not only supports responsible production but also provides airlines with a CO2 savings statement for each returned trolley,” explained Van Vive.
Driessen’s offer includes the Cool Trolley, which eliminates the need for dry ice onboard, reducing costs and emissions. Additionally, the Waste Separation Trolley facilitates onboard sorting and recycling, improving waste management.
Digital integration
Additionally, the CLEO360 digital portal integrates with Driessen’s catering equipment and enables features such as track-and-trace. “The data CLEO360 collects opens the door to much broader operational insights – like whether trolleys are delivered on time to aircraft, if they’ve been properly cleaned and how long they dwell at each stage of the catering and MRO process. It even enables real-time reporting of inflight damaged trolleys and allows for better tracking and follow-up of MRO activities,” adds Van Vive.
“We anticipate broader adoption of connected
Thomas Mützel-von Schwartz, COO of SkyTender Solutions, believes the market is open to innovation.
SkyTender’s SkyBarista trolley enables coffees to be dispensed at passengers’ seats. Similarly, its SkyBar Aqua allows drinking water to be served, doing away with disposable plastic bottles.
technologies to streamline catering logistics, alongside material innovations that balance lightweight performance with circularity. Importantly, aesthetic customisation will continue to play an important role as airlines look to enhance brand experience onboard.”
We anticipate broader adoption of connected technologies to streamline logistics
“Reducing the cost for handling and sourcing water makes it a barrier breaker for both complimentary and buy-on-board carriers,” he says. “Mobile technology and, therefore, more flexible catering systems, will play a big role in driving aviation catering towards less waste creation.”
SkyTender presented an actively cooled trolley at the 2025 WTCE, raising the prospect of cold draught beer in aircraft cabins. And that’s a development that many passengers are likely to cheer more than anything else! •
Above from left: Cabin trolleys are becoming more ergonomic and easier to service, helping to cut turnaround times and making the onboard service easier for cabin crew
INFLIGHT MEALS ARE ABOUT PLACE, DESIGN AND EXPERIENCE
Petros Sakkis, CMO at WESSCO International, sees airline priorities shifting and all elements of the passenger experience being elevated
Inflight dining is undergoing a quiet transformation. As airlines look for new ways to deliver elevated passenger experiences, every element of the meal service is being reexamined—starting with the dinnerware itself.
We’ve seen first-hand how design expectations have shifted. Today’s premium airline dinnerware must strike a balance between visual sophistication, functional performance, and long-term durability. It’s no longer just about serving a meal—it’s about shaping how that meal is experienced.
Curated aesthetics
Airlines are leaning into aesthetics that feel curated and considered—from muted tones and organic silhouettes to materials chosen for their visual appeal and lasting quality. The inflight meal, once utilitarian, now has a place to tell a story: about place, design, and
the passenger’s journey. But beyond stylistic choices, it’s equally important to ensure alignment with logistical demands. The right dinnerware must also support service flow, reduce weight and waste, and integrate seamlessly into the realities of onboard operations—all while reinforcing an airline’s brand identity in subtle but powerful ways.
Evolution in action
Our recent collaboration with United Airlines is a clear example of this evolution in action. The new Polaris dinnerware collection was crafted in ultra-white porcelain and built around a modular design system. Every piece was carefully considered to enhance the inflight dining experience—from streamlined plating for crew to elegant presentation for passengers. By focusing on modularity, we’re able to offer greater flexibility while
supporting operational efficiency. Stackable designs save galley space, while consistent shapes help crew plate meals faster and more precisely. At the same time, the minimalist aesthetic complements United’s modern cabin environment, creating a cohesive visual experience throughout the journey.
Designing for longevity
Timelessness and longevity are also critical. Airlines are investing in collections that look modern today but won’t feel dated in a year or two. That means avoiding short-lived trends in favour of versatile, enduring forms that can evolve alongside the menu. As inflight dining continues to evolve, dinnerware is proving to be more than just a supporting player—it’s a design tool that, when executed well, can elevate the entire experience and help tell a story. We’re proud to play a role in shaping what that future looks like. •
Comfort & Wellbeing
Setting the limits
As alcohol-related incidents rise, a unique course is helping cabin crew deal with drunk and disorderly passengers
82
Fresh thinking
The cleanliness of an aircraft has a significant impact on passengers so how can airlines ensure their inflight hygiene meets expectations
AND MORE...
80 Impact of new diet drugs
Natural highs take flight Airlines are adding functional drinks to the inflight mix to meet the increasing demand for healthier options
Passenger reviews consistently suggest that the cleanliness of an aircraft has a significant impact on their happiness and satisfaction.
Julie Baxter reports
It may not be the most glamorous element of the onboard experience but inflight hygiene is not something that can just be brushed under the carpet.
COVID anxieties, of course, put hygiene under the spotlight, and while that intense scrutiny of health and hygiene protocols has diminished, passenger expectations remain high.
A standard aircraft cabin cleaning process typically includes attention to seats, floors, windows, trays, lavatories, overhead compartments and the galley, but tight turnaround times and delays inevitably often put pressure on those processes.
UK specialists, Aircraft Cleaning, reminds its customers: “A well-maintained and pristine aircraft not only brings a sense of joy to passengers but also ensures their comfort, creates a cosy ambiance and a healthy environment throughout the journey. Given the high volume of passengers travelling on aircraft, the potential for the spread of viruses, germs and other pathogens is significant. Proper
cleaning and disinfection help mitigate these risks, creating a healthier environment for both passengers and crew.”
The company flags up the stringent regulations many aviation authorities and health agencies have around aircraft cleanliness and sanitation, and the importance of product certifications to ensure the chemicals being used do not damage the aircraft infrastructure or performance.
Cleaning innovation
Callington, which designs and manufactures biosecurity and pest control insecticides, cleaning and maintenance products, supplies over 300 airlines. It specialises in aircraft-approved, highperformance solutions and reports suppliers continuing to innovate in this field.
It claims, for example, to be the first aviation chemical manufacturer offering aircraft-approved solutions with a calculated carbon footprint and carbon offset, for carbon neutral products in its new NetZEROco range.
GK-GermKiller was at WTCE this year with a
comprehensive collection of water-based, nontoxic disinfectants tested. Its Aviation Range of disinfectants and cleaners are formulated to be effective against a variety of pathogens while also drying quickly to reduce downtime. A quick glance at the efficacy claims of these products is just a small indicator of what aircraft cleaners are up against. They read: ‘Effective against SARS-CoV-2 (COVID-19), Influenza A (H1N1), Rotavirus (Gastroenteritis), Staphylococcus aureus (Staph), Pseudomonas aeruginosa, Salmonella typhimurium, Escherichia coli (E. Coli), Proteus vulgaris, Candida albicans, Canine parvovirus, Trichophyton mentagrophytes (Ringworm), Leptospira biflexa (Leptospirosis), mould and mildew, most positive and negative gram bacteria, most enveloped viruses (e.g. Hepatitis B, HIV)’.
their personal space has been wiped clean of allergen residues potentially left by a previous passenger’s meal or snack.
Small gestures
Sanitising wipes and towels are now offered widely and seem to represent a small gesture of thoughtful service which can help passengers feel more in control of their environment whether it’s used to wipe their tray tables, freshen up before or after a meal, or to counter skin dehydration en route.
RMT Global Partners' offers wipes that are airline-tested and customised to support the carrier’s brand identity or with added messaging touches. The team believes: “These days, a sanitising wipe is more than a courtesy – it’s an expectation. These everyday service moments can be turned into something memorable. When passengers feel cared for, they don’t just notice it – they remember it.”
When passengers feel cared for, they remember it
Swypes, showcased at WTCE by Intervine, presents its oversized wipes as an opportunity for shower-free freshness. Dual-sided, biodegradable body wipes that exfoliate and cleanse on the go, these aim to redefine in-transit hygiene.
Sized at 25x30cm and 75gsm in thickness, each wipe offers sufficient capacity for an all-over body ‘wash’ to eliminate sweat, odour and grime without water. They are infused with Vitamin E and chamomile, are plastic-free and presented
fails, for example when an aircraft, or even just their seat or tray table, are unhygienic. Increasingly airlines try this items
Most passengers really only notice aircraft hygiene when it aircraft, or even just their seat or tray table dirty and feel unhygienic to counter this anxiety by including hygiene items as part of the welcome service, or within amenity bags and lavatories. This is particularly critical for those with allergies who often need to be certain
Above: Aero-Sense focuses on quick spot cleaning and maintenance Below: Callington's aviation-safe cleaning range
Canine parvovirus, Trichophyton mentagrophytes
in individual, fully- recyclable packaging.
Phoenix Wipes, a US-based supplier of extralarge wet wipe towelettes, points up the added value wipes can bring. Marketeer, Yavuzcan Agi, insists: “Wet wipe packaging isn’t just about sealing in moisture. It’s your silent salesperson. The thing that whispers ‘trust me’. It's design, utility and brand story all in one tactile experience. Today’s consumers don’t just want clean. They want conscience, convenience, and character.”
His team reports biodegradable pouches are in high demand, made with compostable or plant-based films, to reduce plastic without compromising shelf life or functionality.
Hot stuff
The presentation of hygienic hot towels is synonymous with a premium welcome, but some argue refresher towels and cooling wipes can also serve this purpose by pairing them with a signature scent and personalised packaging.
FRNHZ specialises in cotton, tissue and microfibre towels infused with fragrances including aloe-vera, lemon, rose, peach, and mint/green teas and lemon. All are EU cosmetic safety compliant. The team says: “The airline industry has a unique set of rules and requirements and so we aim to make their job easier by ensuring our products are safe and suitable to use for all passengers within the aircraft.”
is key.
RMT Global Products says disinfectant wipes have become an essential tool to keep high-touch areas fresh, and also offers Clean-Com Wipes engineered for aviation equipment to support health and equipment longevity.
Targeting odours
Aero-Sense positions its scented wipes as ideal for regular maintenance, quick spot-cleaning or inflight touch-ups and believes wipes are easier than cloths and extra tools for crew to use. While its AeroScent aviation-certified Air Fresheners neutralise odours at the source with a small practical pump spray (100ml) designed to target odours and eliminate unwanted smells quickly.
Likewise, Intex offers cotton hand and face towels as well as disposable non-woven hot and cold towels and wipes in a range of weights and sizes. These can be personalised with a jacquard woven logo or woven labels; individually wrapped or packed in trays or waterproof cartons.
The confined nature of the cabin means unpleasant odours arising inflight can quickly impact many passengers so equipping crew with products that can help
Malton Inflight promotes a 3-in-1 Air Freshner pump spray for the cabin and highlights its AirGenie as a way to combine two products into one. AirGenie features a disposable anti-bacterial hand soap on top, with a discreetly placed fresh scented air freshener in its base. SGS certified, it claims to provide protection against Staphylococcus Aureus, Escherichia Coli, and Candida Albicans. The team says: “Safeguarding against these common bacteria is of significant importance as research shows these types of bacteria can linger on surfaces in commercial aeroplane cabins for up to a week.”
Toothbrush and paste have long been a wellbeing staple of amenity kits but now they sit alongside other hygiene elements. United Airlines, for example, includes a gentle cleansing Therabody facial wipe with added antioxidant protection – as part of its Arrive Revived skincare pack; Starlux includes a Resurrection Rinse-Free Hand Wash in its Aesop kit, and Qatar Airways features a wet wipes in its Hajj pilgrimage amenity kit.
No doubt further fresh thinking and innovation will come to market in due course. •
Above: Wet-Nap specialises in individually packed, luxury wet towels
Untitled-1
Setting the limits
As incidents rise, a unique course is helping cabin crew deal with drunk and disorderly passengers, says Prue Lock
Alcohol-fuelled disruptive behaviour by air passengers is becoming a day-to-day challenge for cabin crew. The number of incidents involving intoxicated passengers continues to rise and crew are left to manage unpredictable situations, often with little formal support. These encounters can be emotionally and physically draining for onboard staff. The lack of training and support they are provided with can lead to confusion and can also provoke aggression from the offender, escalating tension. Not only do these situations cause anxiety for crew, but they can also lead to discomfort for surrounding passengers.
Worrying trends
Airlines worldwide are facing a steady rise in alcohol-related passenger incidents.
In 2022, over 1,000 disruptive incidents were reported in the UK alone – almost triple the number recorded in 2019 – and most were linked to alcohol.
A survey conducted by Unite the Union, which represents nearly 30,000 cabin crew members in the UK, revealed that more than half of respondents had experienced or witnessed verbal, physical or sexual abuse from intoxicated passengers onboard.
In the UK, flights to and from Glasgow, Edinburgh, Manchester and Liverpool were the worst for incidents, particularly on budget and holiday routes.
The UK Civil Aviation Authority (CAA) estimates that flight diversions due to unruly passengers cost airlines between £10,000 and £80,000 per incident – underscoring the financial incentive for responsible alcohol retailing in the aviation setting.
Data shows that while incident rates are notably high in the UK and US, this is a growing global issue affecting carriers across all markets.
Industry first
In response to the growing problem, a specialised training course has launched to
give crew the confidence, tools and authority to manage intoxicated passengers safely and calmly, ensuring a stress-free and enjoyable flight for everyone onboard.
It has been developed by Versilia Solutions, a global onboard retail solutions provider, in partnership with Best Bar None, a widely respected government-backed initiative supporting responsible alcohol management in the hospitality industry.
This is the first time such a programme has been created specifically for the aviation sector, setting a new benchmark for standards in inflight retail responsibility.
The course is designed to fit seamlessly into crew members’ schedules using game-based learning techniques, including interactive scenarios, quizzes and role-playing games. It equips crew with practical skills and confidence to manage alcohol-related incidents, and it is delivered through Versilia’s dedicated training app, Luz, which also provides an always-available support system whenever a situation feels out of control to crew.
Importantly, this training is repeatable and flexible, so that crew can revisit modules to strengthen areas where they feel less confident.
“They can play it as many times as they like, and that's important because that then gives them a chance to practise the suggestions, to get things wrong,” explains Sue Walker, Chief Customer Experience Officer at Versilia.
“We have direct feedback from crew that says that by using this application they feel much more confident in approaching these types of situations," she continues.
“While all crew are generally given basic training
in conflict management, this type of dedicated guidance is unique in bringing those elements forward into their working day.”
The programme not only delivers practical tools – it also offers crew professional development in the form of formal accreditation. This means that, beyond immediate onboard application, crew leave the course with transferable skills and a recognised certification they can carry throughout their career.
Long overdue
In many cases, cabin crew would rely on instinct or experience to deal with disruption
Until recently, there has been little focus on alcohol-specific disruption, despite the increasing number of incidents taking place across the globe.
“In many cases, cabin crew would rely on instinct or experience to deal with disruption –often in high-pressure, mid-air situations, leading to potential danger and violence,” says Walker.
“This means there’s no guarantee of consistency, confidence or safety for the crew.”
The hope is that with clear expectations, practical tools, formal recognition and regular refreshers, cabin crew can now approach alcohol-related situations with greater authority and calm, giving them more confidence and control—and creating a more relaxed and safe environment for everyone onboard. •
Change in appetite
WEIGHT-LOSS MEDICATIONS
As new ‘miracle’ diet drugs such as Ozempic and Wegovy grab headlines and grow in popularity, Melissa Adamski explains why the travel and catering sectors must sit up and pay attention
Medications for weight loss, such as Ozempic and Wegovy, are rapidly becoming more common as part of people’s healthcare journeys. As their use becomes more widespread, questions are emerging about how these drugs might reshape eating behaviours and the broader food and hospitality landscape. Given the integral role that food plays in travel, what are these new weightloss medications, and why should the travel and catering sectors pay attention to their increased use?
Q. What are the new weight-loss medications everyone is talking about?
A : GLP-1 (glucagon-like peptide -1) receptor agonists – you might have heard of them by brand names such as Ozempic – are medications that were originally introduced to treat Type 2 diabetes. However, recently people are using them for weight loss regardless of whether they have Type 2 diabetes.
Millions of people are already using them globally. In the UK it is estimated around 1.5 million people use GLP-1s. A recent poll in the US showed 6% of the population is currently using a GLP-1, and this number is expected to grow to approximately 10% of the population by the end of the decade.
These medications work by mimicking the GLP-1 hormones naturally produced by the body when we eat. They assist people with Type 2 diabetes by helping control blood sugar levels through their effects on insulin and glucagon production. In addition to this they also slow stomach emptying and have effects on the brain which influence appetite.
for ‘junk’ foods. Even though these medications are similar to hormones produced naturally in the body, these medications are not without their risk and side effects. The most common side effects include nausea, vomiting and diarrhoea.
The change in habits mean some companies in the food industry are developing products specifically for users of these medications
Q. Why should the hospitality and onboard catering industry be paying attention?
A : Users of GLP-1 medications often experience not just reduced hunger but also diminished food cravings; people describe ‘food noise’ as going away.
When on these medications people simply don’t seem to have much of an appetite and don’t really want food or think about eating food. Interestingly, it seems the reduction in cravings are
With an increase in people using these medications there have been growing discussions about their potential impact on the food and hospitality industry. Research in 2024 highlighted households with GLP-1 users are spending less on groceries at the supermarket. There are also suggestions people are eating out less or eating less when visiting a restaurant.
These changes to food habits have some companies in the food industry innovating and developing products specifically for users of these medications. Last year Nestle announced it was designing companion meals for people using GLP-1s with nutrients and meal sizes aligned with their needs. Weight Watchers has also combined GLP-1s with its Points programmes as an option for some people.
While shifts in dietary habits have always shaped purchasing trends, the interest in GLP-1 medications from food producers and retailers stems from their current popularity and their anticipated growth.
Q. What could this mean for the travel sector?
A : As food and travel are inextricably linked, the growing prevalence of Ozempic and similar weight loss medications may quietly reshape the way passengers approach eating while travelling. For airlines and catering companies, this trend could influence passenger preferences both at the airport and during flights. Everything from airport food courts and airport lounge offerings to the buy-on-board menus and traditional inflight meal experiences may be affected.
This has a big knock-on effect. Preferences for portion size, meal timing and nutritional composition may shift. Furthermore, there may be an increased need to accommodate passengers who experience discomfort or side effects related to these medications, both in airports and onboard aircraft.
PASS
Working with nutrition professionals to stay informed about the evolving GLP-1 landscape and its influence on eating behaviours means airlines, caters and suppliers can adapt to changing passenger needs. This awareness will help ensure that inflight and airport food offerings remain relevant and considerate of travellers’ changing food preferences and expectations. •
PROFILE:
Melissa Adamski is a dietitian and nutritionist with over 15 years’ experience. She is founder of Nutted Out Nutrition, a business specialised in supporting the travel industry and travellers, and is a WTCE Ambassador in Travel Nutrition. airport remain relevant and considerate of
Pours for thought: Natural highs take flight
Airlines are tapping into the trend towards healthier lifestyles by adding functional drinks to their inflight menus, says expert Kelly Stevenson, founder of JetVine
The rising popularity of functional drinks isn’t just a marketing gimmick – it’s grounded in real data. In the UK, the North Star report, for 12 months to June, shows functional drinks are significantly outpacing traditional soft drinks in growth across all key performance metrics.
Airlines are responding to this trend, increasingly looking at how to adapt their onboard offerings to cater for the growing number of health-conscious passengers.
Defining drinks
these beverages are emerging as attractive options for airline menus worldwide.
Key drivers
Airlines are recognising that the growing demographic of younger travellers values wellness and experiences. These consumers voice a desire for healthy, low-sugar alternatives to traditional sodas and juices. While flying, the effects of dehydration can be felt more quickly than when on the ground. Air travel can also be a tiring and sometimes stressful experience so functional beverages such as electrolyte drinks, energy shots and calming infusions
Functional beverages are drinks that go beyond hydration to offer added health benefits such as energy, immunity boosts, relaxation, digestive support and fatigue combat. They are non-alcoholic beverages enhanced with ingredients such as vitamins, minerals, adaptogens, nootropics, electrolytes, and botanicals. Common examples include immunity-supporting vitamin waters, electrolyteinfused hydration drinks, CBD or magnesium-based relaxation drinks, superfruit and vitaminrich healthy shots, gut-friendly kombuchas and probiotics and nootropic-based energy drinks. consumers increasingly keen to maintain their health routines – even at 36,000 feet –
are practical and well appreciated additions
nootropic-based energy drinks. With
to help travellers feel their best on route Airlines which feature wellness-oriented offerings often see their brand image enhanced (and NPS scores improve), and curating a menu which includes functional drinks allows a carrier to meet the expectations of health-savvy fliers, while also gaining a competitive advantage, setting itself apart.
Early adopters
Airlines
which feature wellnessorientated offerings often see their brand image enhanced and their NPS scores improved
Water, a naturally hydrating beverage packed with antioxidants and prebiotics. It has also introduced Remedy Kombucha, providing probiotic support for gut health - especially beneficial when digestion is disrupted inflight.
Emirates: In Business and First, Emirates offers cold-pressed juices and herbal teas with functional properties. Its wellness offering is part of a broader initiative to personalise health and hydration inflight. Delta Air Lines: Delta partners with Hint Water: electrolyte-enhanced waters, as part of its commitment to customer wellbeing.
Many airlines have already focused their non-alcoholic offering to meet consumer expectations. Here are a few examples of some healthier options onboard: e offers Drink Simple Maple
JetBlue: JetBlue
haul flights includes hydration-focused
Qantas: Qantas’ wellness initiative on longhaul flights includes hydration-focused menus featuring coconut water and green teas designed to reduce jet lag and support immune function.
Virgin Atlantic: heart
super
fruit:
Virgin Atlantic: Virgin has put health and wellness at the heart of its beverage strategy with a wide choice including Perfect Ted Matcha Healthy Energy Drinks, Unrooted Healthy Shots boosted with the superfruit: Baobab and TRIP with calming properties including magnesium.
Saudia:
Jukes formulas are lo apple cider vinegar
In 2023, Saudia introduced an w-calorie, fruits, flowers and
Saudia: In 2023, Saudia introduced an interesting drink to its onboard menu: Jukes, which by definition is more luxury than functional - a high-quality alternative to wine. Yet, in terms of recipe properties, Jukes formulas are low-calorie, zero alcohol, Halal, 100% plant-based and organic with apple cider vinegar, fruits, flowers and
tself as a mindful drinkers, thoughtful about lifestyle and taste.
Key considerations
positions itself brand for retail
While functional drinks offer strong growth potential, airlines face challenges: Storage and shelf life: There are many excellent functional drinks that can be stored as ambient with a workable shelf life. Avoid fresh products requiring refrigeration or special handling requirements.
Regulatory restrictions: Ingredients like CBD and some adaptogens may face scrutiny in certain regions or airspaces so airlines need to be very clear what is permitted on each route served Training and education: It’s vital that servers onboard receive product training in order to offer meaningful explanations to passengers about the benefits of the drinks offered. Despite growing demand for functional drinks, guests may be unfamiliar with some ingredients.
Space available: While functional drinks are on the rise, soft drinks and juices are still hugely popular. To add options without having to remove others, consider small but mighty formats like wellness shots or hydration sachets – allowing multiple flavours onboard but using minimal space
Looking ahead
Strong consumer demand suggests that functional beverage is an F&B category
poised for continued expansion. From a pricing standpoint in onboard retail, functional drinks command a premium: their volume price rose by 8.8%, reaching £4.98 per litre in 2025, compared to £1.58 for the soft drinks category overall. Despite this higher cost, consumers are buying more of them, highlighting the perceived value these drinks offer.
Functional beverages are reshaping what it means to enjoy a drink at cruising altitude
he market share of functional drinks increased from 1.1% to 1.4% in value, and from 0.4% to 0.5% in volume, so it's clear they are gaining ground.
The in absolute terms, the growth trajectory w
While these numbers may seem small in absolute terms, the growth trajectory is steep, especially when compared to the stagnation of traditional soft drinks, with only modest growth in volume (3.5%) and units (0.3%).
Forward thinking
Looking ahead, airlines could consider customisable functional drink menus where guests can select beverages based on mood or health goals. For example 'Boost' drinks for energy and immunity, 'Calm' drinks for sleep and stress reduction, or 'Balance' drinks for digestion and hydration. Brands that tailor their offerings to inflight needs – jet lag, cabin dryness, stress – are likely to win both consumer loyalty and airline contracts.
, in short, reshaping what it means to enjoy
The rise of functional drinks reflects a broader shift towards mindful consumption - even when flying. Functional beverages are, in short, reshaping what it means to enjoy a drink at cruising altitude. For airlines looking to refresh their menus and better serve evolving passenger demand, functional drinks aren’t just an option - they’re fast becoming an expectation. As wellness continues to permeate every corner of our lifestyles, it’s safe to say the sky is no longer the limit for this booming category. • kelly.stevenson@jetvine.co.uk
option - they’re fast becoming an /
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The 2025 event for inflight catering, wellbeing, design and innovation specialists targetting Asia
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Innovating for inflight hospitality excellence
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Pre-plan your busy two-day schedule using a state-of-the-art
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Attend speaker sessions showcasing industry trends around this year’s theme ‘Accelerating Innovation’
Join a dedicated inflight trade event that’s not to be missed
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Sales driven
Cabin crew play an important role in onboard sales but not all of them find it easy, says Bev Fearis
Pre-flight checks, safety demonstrations, emergency response, aircraft security, food and drink service, passenger announcements, inventory, stocktaking, flight reports, aircraft security – there are many facets to the cabin crew role. Like any workplace, not everyone will excel in (or enjoy) every aspect of their job, and selling onboard is one area crew often struggle with. After all, being a good salesperson doesn’t come naturally to everyone.
“Not all crew will think retail is their best skill,” says Anthony Carson, Global Crew Engagement Manager at Retail inMotion. “Instead they may have a talent for making announcements, merchandising or connecting with people.”
With the proliferation of onboard connectivity and an increasingly ‘serve-yourself’ aviation model, there have been questions raised about the relevance of crew engagement for onboard retail, observes Lance Hayward, Founder and Managing Director of The Hayward Partnership, who adds: “But more recently, I’m of the opinion that it really does matter.”
Hayward argues that once onboard, the travel experience is unique and should be recognised as such. Just as travellers might make an impulsive purchase while killing time at the airport waiting for their departure gate to be called, passengers might also buy something once onboard, or at least pass some time flicking through the retail selection in the inflight magazine.
“It is one of the few points of the journey from home to destination where it’s possible to have an oasis of positive human interaction, over a relatively long period of time if you are on a medium or long-haul flight.”
Through effective training and well thought out incentives, airlines can transform crew into confident, expert personal shoppers to help guide a purchase. “This would bring a rewarding experience for crew members, the passengers and the airline,” says Hayward.
But how much airlines invest in retail training depends on their business model.
“Of course, it can be expensive to provide world-class training, especially if you take crew offline and staff turnover is high,” he explains.
“In this respect, I would recommend airlines take a holistic view on ROI [Return on Investment] and include the metrics of revenue growth, NPS [Net Promoter Score] and crew commission and retention when reviewing the business case.”
Product placement
Even with the best sales people walking down the aircraft aisle, the first step is to ensure you make the right product selection for your potential buyers.
“Icelandair renews the product selection a few times a year to keep the offering fresh and exciting,” says the airline’s Operations Analyst Thorunn Gudmundsdottir.
knowing when product choice needs updating.
“It is important to have [a route of] communication between cabin crew and the office,” adds Gudmundsdottir.
It's important to engage crew to want to sell the products and not to 'force' them to do so
Getting regular feedback from crew is key to
“Our crew have a clear communication path to the Icelandair onboard team, and we encourage them to give us feedback on new products or if there are changes in consumption, which we can verify and monitor with sales data.”
Crew are more likely to want to sell products they believe in, explains Sunclass Airlines Head of Inflight Product and Catering, Tobias Ögren.
“It’s important to engage crew to want to sell the products and not ‘force’ them to do so. Having a great assortment of products means crew are more motivated to sell. It is all about inspiring them to become better at selling, instead of pushing them.”
Combination code
Exclusive onboard offers appeal to passengers and also make it easier for crew to sell with confidence.
Combos, where you can buy one item and get another for half price, or special collections of products at an exclusive onboard price, are likely to entice passengers.
Meal deals are especially effective, when
From above: Airlines agree that the secret to maximising onboard sales lies in a combination of great product and motivated crew; short-haul routes have the most potential for easy sales such as drinks and snacks, meaning larger crews on long-haul services can be demotivated
passengers can get a sandwich, snack and a drink for a discounted price. Making these clearly displayed in inflight brochures and shared in onboard announcements gives crew a head start.
“The key is to announce all products at the front using the handset,” advises Viva Aerobus Onboard Services Manager, Marcos Flores González.
But if the onboard announcements don’t catch the attention of passengers, cabin crew can remind people as they are making their purchase, prompting them by saying “For only €1 more you can also have a hot or cold drink,” for example.
Retail rewards
Sunclass takes a similar approach. “Crew get commission and we also arrange different sale competitions,” says Ögren.
Iberojet pays a percentage commission on total sales per flight but the amount is also based on comparisons with other flights of the same length (such as domestic, European or long-haul) so that commission is calculated depending on whether total sales are below, the same, or above the average for that flight.
“We also give prizes for the best-selling cabin crew each month,” says the airline’s Director of Customer Experience Juan José Salgueiro.
He explains that motivating crew is more difficult on long-haul flights where teams are larger – eight to 10 people – so the commission per person is low.
“We have a monthly incentive programme, usually sponsored, where we give out Amazon gift cards to cabin crew members who excel at selling onboard F&B and retail products,” says González at Viva Aerobus.
Carson at Retail inMotion recommends running sporadic, short-term incentives to reduce stock or drive a quick uplift in sales, for example, to shift items with a short shelf life.
A problem shared
Combo offers, such as meal deals, are an effective way of enticing passengers
Perhaps the most effective way to encourage cabin crew to find their inner salesperson is through incentives, both for individuals and for onboard teams.
“Cabin crew receive commission on all items sold onboard,” says Icelandair’s Gudmundsdottir. “We also monitor sales and every two weeks send out a report where we highlight the crew who sold the most for that period. With this we hope to motivate other cabin crew members to reach that list and sell more onboard.”
The difficulties of motivating crew to sell was high on the agenda earlier this year at the first meeting of INK [Inflight Network of Knowledge], a new industry knowledge-sharing group for airlines with buy-onboard programmes.
“We are looking into new ways to incentivise cabin crew to sell onboard. Conversations at the INK meeting were lively on this topic and we got great ideas from our colleagues around the world,” said Gudmundsdottir at Icelandair.
Ögren at Sunclass Airlines said he came away from the meeting with the idea of running more competitions to motivate crew, while others learned about the power of ‘combos’.
Laura Heijmann, Transavia Buy on Board Manager and Inflight Sales Manager and one of the founding members of the INK network, notes: “It was reassuring to see that we all have the same challenges.” •
Above: INK, the new industry body for airlines with buy-on-board programmes, is sharing ideas on the best way to incentivise crew members
THE WORLD’S LEADING PRIVATE MEMOIR SPECIALISTS
Cruise control
The cruise industry has high hopes that AI will transform life onboard. Neal Baldwin discovers how the fledgling technology is making its mark
Ask ChatGPT how cruise lines are using artificial intelligence (AI) and the answer is long enough to write a book. Ask the operators themselves and it’s a different story.
Ocean and river cruise lines say they are all investing big in AI, yet at present it is having limited impact onboard. So far, the main use has been the widespread rollout of pre-trip planning tools and chatbots that automate many of the booking processes traditionally done by reservation staff.
But change is definitely coming – and it is sustainability and safety that is driving the innovation.
Back in 2021, Royal Caribbean unveiled its five-year Win on Waste programme, aimed at halving the food waste that has long blighted the sector.
order provisions for each sailing based on data gathered about the preferences of passengers.
“How does food consumption vary with guest demographic? We’ll be able to look at who’s coming onboard, then decide whether to thaw the burgers, the chicken or the tofu,” he jokes.
Similarly, river cruise operator Uniworld has introduced the hospitality industry’s Leanpath AI technology on its 11 ships. The company’s environmental impact report for 2024, released in June, revealed the system – which can adjust orders from suppliers and give chefs recipe suggestions based on surplus ingredients – had cut food waste by 41% compared to 2020. That’s the equivalent of 185,417 meals in the last year alone.
AI systems shape food preparation as they 'learn' more about dining trends every trip
A proprietary AI system was developed to monitor how busy restaurants and buffets are on its ships and which dishes are proving most popular, which in turn gives realtime feedback to the chefs in the kitchens.
Interestingly, the system is helping shape food ordering and preparation, since it is ‘learning’ more about dining trends with every trip.
Exciting possibilities
Matthew Denesuk, Senior Vice President Data Analytics and AI at Royal Caribbean Group, says the system’s ability to ‘think’ for itself holds exciting possibilities, since it will eventually
Significant savings Making savings is undoubtably a huge concern for the cruise sector, since large ships are extremely costly to operate.
Italian-owned MSC Cruises has turned to AI to retrofit its older vessels. Last year, the 15-yearold MSC Magnifica was equipped with AI-powered software from Arkitech to better manage its heating and ventilation systems.
“Controlling the most energy-demanding processes onboard – propulsion, hotel operations and the heating, ventilation and air conditioning (HVAC) – is increasingly important,” says Ivana Melillo, Head of Energy Efficiency, MSC Cruise Management (UK).
“Thanks to the project, we expect to save
Below: Ambassador Cruise Lines uses AI support for man overboard detection; Royal Caribbean uses it to detect passenger meal preferences
10-12% of HVAC energy consumption, equating to nearly one tonne of fuel saved daily. The greatest emissions savings we can make come from the fuel we don’t use.”
Another practical use now in play has recently been unveiled by the UK’s Ambassador Cruise Line. In April it became the first operator to use an AI-based man-overboard detection system on its ship, Ambition.
Developed by Scottish maritime safety experts
Zelim, the ZOE technology uses automated cameras to detect anyone falling from the ship, alerts the bridge and then can locate and track the person in the water with precise coordinates.
“Man overboard detection is an emergent technology, but most existing solutions focus solely on detecting the fall, not on tracking the person in the water,” says Zelim CTO, Doug Lothian.
of biometric interaction is only likely to grow.
Ultimately your ‘face’ could become your room key and charge card for onboard shops, bars and activities spending. Take it a step further and AI cameras could keep a track of your physical health onboard, giving an early warning of potential sickness.
A word of warning
Of course, being monitored 24/7 is a privacy hot potato – even more so given Carnival is rumoured to want to use facial recognition to watch guests and crack down on antisocial behaviour, which has become a significant problem for the line on some US sailings.
The potential of AI for the cruise sector lies in transforming the guest experience
“Without continuous tracking, a drifting casualty can be quickly lost from view as the vessel moves, making a successful rescue far more challenging.”
Going forward, Zelim says its system will be extended to monitor the seas for potential hazards ahead of ships, offering additional ‘eyes’ for the captain.
Guest experiences
Despite these practical uses, the potential of AI for the cruise sector lies in transforming the guest experience.
Princess Cruises, MSC and Carnival are already using facial recognition to speed up embarkation – cutting queues by up to 30% – and this sort
In the short-term guests should expect to see more Alexa-style virtual assistants coming on stream. Voiceoperated cabins that are integrated with the ship will allow restaurant and excursion bookings, and even make real-time recommendations of things to do onboard so no attraction is ever too busy.
One word of warning from the cruise experts though. Speaking at a recent SeaTrade Global event, cruise lawyer Brent Britton warned: “[AI] is a little puppy who wants to please you, and it will hallucinate and lie to you in order to give you some kind of answer.
“So, if you're setting the cabin temperature with the AI, fine. If you're telling me my dinner itinerary and you invent a restaurant, well, I might be frustrated. But if you're piloting your ship with AI, then somebody needs to check the course from time to time." •
Left: Princess Cruises is among those trialling face recognition to speed boarding
More than four million apps are available to download for Android and iOS platforms. They facilitate everything from messaging and journey planning to logging calories and fitness routines. And increasingly, apps are arriving to transform life when we fly.
“Apps have become central to the onboard experience because they offer a seamless way to personalise and enhance the passenger journey,” explains Andrew Masson, Senior Vice President, Product and Portfolio Management at Panasonic Avionics.
“Personalisation is pivotal to modern in-flight entertainment (IFE) solutions as passengers want their in-cabin experience to mirror their digital journey on the ground.
“Airlines are now responding to this demand by integrating apps into their inflight ecosystem,
Mind the app
Stuart Forster looks at why airlines are investing in apps and how they are changing life onboard
whether it’s services like digital menus, seatback screen pairing or even contactless ordering.”
Panasonic Avionics is helping airlines meet
Panasonic Avionics is helping airlines meet demand by designing systems that make apps an integral part of the journey, rather than merely an add-on.
Delta Air Lines is already integrating apps into everyday flying. Loyal passengers can log into their SkyMiles membership on seat-back screens to access to fast, free Wi-Fi. They also have a more personalised seatback experience. Notably, the Delta Sync feature picks up entertainment where it was left off on previous flights.
Meanwhile, United Airlines has the world’s most downloaded airline mobile app. Installed more than 110 million times, it clocks nearly 100 million sessions a month.
“We’re investing in industry-leading technology that makes the customer experience better
while remaining focussed on the human connection and people running our business that we know are integral to a meaningful customer experience,” says a spokesperson for the airline.
Redefining connected
As Kevin Birchmore, Executive Vice President of Sales and Marketing at Bluebox, points out, apps can play an significant role in improving customer satisfaction. For example, integrating a digital experience platform onboard resulted in an 18-point Net Promoter Score (NPS) increase for one US regional fleet.
“Airlines are rethinking what ‘connected’ really means,” adds Birchmore. “Increasingly, the answer is ‘apps’. Whether powered by full broadband connectivity or delivered via onboard digital platforms like Bluebox’s Blueview software, inflight apps are reshaping service delivery, enhancing the passenger experience and creating real commercial uplift.”
The Bluebox EVP explains that browser-based apps require no downloads and that means no friction. Passengers simply connect with their
own devices and instantly access the likes of entertainment, shopping, meal ordering and destination content.
“It’s a model that meets modern expectations for digital autonomy,” he observes.
Apps offer a seamless way to personalise and enhance the passenger journey
At-seat browsing enables passengers to look at menus and purchase at their own pace. That in itself can be a factor in boosting ancillary revenue.
“But the benefits extend beyond passengers,” explains Birchmore. “For crew, onboard apps can offer real-time access to inventory, passenger preferences and system health via a dedicated crew interface. Even in offline scenarios, these tools provide a smarter, more agile way to serve – improving operational efficiency and service consistency.”
Forward planning
Retail inMotion’s Colin McKenna recognises that a large number of younger cabin crew members have entered the workforce following the pandemic.
“Their expectation and experience is based on consumer applications with great UI/UX [user
As well as making
Above: life easier for passengers, apps open a world of data for carriers to identify trends and better tailor cabin experience, although this could create privacy concerns going forward
interfaces/user experiences], such as TikTok and Revolut. Entering the workforce and using enterprise-level applications that don’t meet this expectation is now no longer accepted, and vendors/airlines need to adapt accordingly,” outlines McKenna
Explaining that some airlines have got rid of crew rooms, he adds that apps now provide interactions between those staff members and the airline. Additionally, apps are helping drive paperless operations, providing easy access to data that can be a key driver in decision-making.
Artifical Intelligence
It looks probable that airlines will make greater use of artificial intelligence (AI) in the years ahead. AirFi has already deployed LEO Wingman, a chatbot supplying recommendations that can help passengers to book tours, experiences and services based on budget, group size and also their preferences.
Manish Kapoor, Director of Delivery at AirFi, explains: “It's a web-based AI-powered travel assistant developed with love and out of fun to entertain, gamify and deliver valuable engagement channels between airline and passenger.”
Panasonic Avionics’ Masson predicts: “With
an increasing computing power and storage capacity available onboard, we’re entering a new era for digital cabin solutions. This technological foundation enables far more than just entertainment – it opens the door to a fully responsive, intelligent onboard experience.”
That raises issues relating to the future shape of passenger and crew interactions and, inevitably, concerns about what happens to the data collected on flights. Those are likely to become points of discussion at a point in the not-too-distant future. •
FThat's
or many years, aircraft cabins were isolated from outside influences during flights and content on inflight entertainment systems (IFE) had a captive audience. Now that audience is in an increasingly connected world, so how is this impacting what passengers want?
Licensing budgets are under pressure and viewing-related data is carefully scrutinised to justify the choices made. Cultural sensitivities are evolving and it has never been easier for passengers to share glowing praise or withering displeasure publically, hence influencing passenger satisfaction perceptions
Jovita Toh, CEO of Silk Route Entertainment, notes a paradigm shift in entertainment being consumed onboard aircraft following the COVID19 pandemic. He says: “During the lockdowns, everyone took to streaming platforms and watched just about anything, and
As viewing habits continue to change Stuart Forster examines the trends and how they are impacting the content airlines now offer onoboard
this gained many new viewers for non-native language content. This has encouraged airlines to include more independent and foreign films on their slate.”
Independence day
That development brings welcome opportunities for independent filmmakers who don’t have the advertising budgets or distribution networks to match those of major studios. That lack has often caused bottlenecks to independent films being widely released in territories around the world.
Having a film licensed for viewing onboard an airline can help filmmakers build a culturally and geographically diverse following for their work.
Julieta Bowyer, Vice President of Content Distribution at Penny Black Media, explains: “For a filmmaker, the prospect of getting an inflight distributor onboard (excuse the pun!) means a chance for their film to reach global audiences that might otherwise never encounter it.”
Of other trends in the sector, she adds: “We are seeing a lot of queries
about content accessibility, with different subs and dubs. This corresponds with on-the-ground availability, with streaming services now making multiple language options available for most pieces of content.”
Curated
content
Bowyer believes that many viewers are overwhelmed by choice both on the ground and onboard. “Curation, variety and clear, coherent signposting are the most important things, and it’s not always easy for airlines to do this –especially on legacy systems,” she says. That perspective is echoed by Dimitrios Tsirangelos, Vice President of Business Development at Spafax, who says: “We often see films or series that under perform in cinemas become inflight favourites. Conversely, some major titles may not gain traction onboard if already widely viewed on the ground. The inflight environment is different – it’s curated, immersive and shaped by context. That’s why we place emphasis on smart selection, aided by both industry expertise and performance data.”
Long lead times, versioning issues and manual processes were historically the challenges for updating content but new systems, including Spafax’s cloud-based supply chain, now enable delivery of encrypted, adaptive bitrate content directly to aircraft systems.
Unique offering
Mirroring the diverse choices now available to people in their homes, passenger demand for
IFE has evolved significantly, observes Cathy Walters, Manager – Inflight Entertainment at Virgin Atlantic. She says: “While blockbuster new releases lead in popularity, there’s growing engagement with independent films, short features and curated TV, which are often the very titles that spark conversation and set us apart." Virgin Atlantic has substantially enhanced its offering of TV series to align with on-the-ground viewing habits and continues to innovate.
She adds that Vera, Virgin Atlantic’s inflight
Above: Passenger content demand is evolving
platform for showcasing creative work: “As a global airline we provide filmmakers and content creators with a unique opportunity to reach a truly international and captive audience. Adding to the appeal, all content is presented uncut and exactly as the director intended, ensuring the integrity of their vision is fully preserved.”
curating everyone requires tailored content that reflects
something for reflect seasonal trends and diverse demographics.
produced titles to match the base. The result includes films and series
well as Middle Eastern and Nigerian productions.
That means expanding children’s programming during school holidays and selecting locally global customer in Hindi, Telugu, Kannada, Tamil and Malayalam, as well as Middle Eastern and Nigerian productions. international crew and local teams, who contribute monthly to the content curation process,” reveals Walters.
“We also gain insights from our International, notes that rate high-profile scripted series, bestselling show
Emily Lawn, Inflight Executive at All3Media while IFE buyers still the company’s bestselling show this year is The Traitors (UK). “It’s been exciting to see an unscripted series bringing the same drama and addictive entertainment value as scripted,” she says, adding that premium documentaries such as Becoming Madonna and Formula E Driver are also attracting buyers.
many
t’s
cabins is transforming viewing habits. While some passengers may regret no longer being incommunicado while inflight, Bowyer says: “It’s on us distributors and the airlines to ensure
offering to encourage passengers to engage with the IFE programme.”
there is a fresh, interesting and well editorialised offering to encourage passengers to engage with short though that may change as
The stereotype of a young viewer with a attention span constantly scrolling isn’t as prevalent inflight, although free high-speed data becomes commonplace. “Younger audiences actually demonstrate a remarkably broad and mature range of content preferences –just as diverse as those of older viewers,” observes Bowyer.
There is a clear shift from 'more content' to the 'right content'
Tsirangelos at Spafax asserts that blindly providing more is not the right way forward: “We’ve observed a clear shift from ‘more content’ to ‘the right content’. Passengers are drawn to curated collections – limited series, prestige dramas, short-form features and podcasts. They want
short-form features and podcasts. They want formats that align with flight duration, cabin class and personal taste.”
Adventurous and carefully-curated IFE choices will clearly help passengers look forward to their flight well into the years ahead. •
The - popular title Virgin Atlantic has expanded
Constantly elevating a long tradition of culinary and service excellence
