Creativity takes flight BOOSTING ANCILLARY REVAMPING RETAIL REDUCING TOUCHPOINTS EMPOWERING CREW
OTI Cover - butterfly V6.indd 1
4/9/21 06:49 PM
Bluebox Wireless Solutions Engage. Entertain. Earn.
Bluebox helps move your on-board services into your passengers’ hands – safely, digitally, wirelessly.
Phones, tablets and laptops are invaluable tools for engaging with passengers on board, especially now. Bluebox offers cost-effective wireless solutions for maintaining key elements of your on-board services – informing passengers of safety measures, entertaining them with in-flight magazines and other media, and facilitating on-board retail – delivering these via passengers’ devices. Virtual Seat Pocket delivers your safety information, magazines and menus digitally.
Virtual Trolley enables touch-free retail, allowing passengers to browse items, order, and pay directly from their own device, minimizing interactions with cabin crew. With over a decade delivering awardwinning innovation to airlines around the world, Bluebox’s wireless platforms can help you offer on-board services safely. Want to engage, entertain and earn revenue via your passengers’ devices? Contact Bluebox.
Bluebox Wireless Solutions / firstname.lastname@example.org / www.blueboxaviation.com
29/03/2021 16:05 4/6/21 08:00 PM
WELCOME / 03
EDITORIAL EDITOR Julie Baxter email@example.com
ASSISTANT EDITOR April Waterston firstname.lastname@example.org
he travel industry is all about connections. It connects travellers with loved ones and new places, crucial cargo with communities, businesses with markets.
CONTRIBUTING EDITORS Jo Austin (For Taste of Travel enquiries: email@example.com), Bev Fearis & Jessica Pook CONTRIBUTORS Neal Baldwin, Markus Gilges EDITORIAL DIRECTOR Steve Hartridge
PUBLISHER Sue Williams firstname.lastname@example.org ASSOCIATE PUBLISHER Craig McQuinn email@example.com
DESIGN & PRODUCTION DESIGNER Caitlan Francis PRODUCTION & STUDIO MANAGER Clare Hunter PRODUCTION ADMINISTRATOR Steve Hunter
BMI PUBLISHING MANAGING DIRECTOR Matt Bonner CEO Martin Steady SUBSCRIPTIONS Kay Fisher firstname.lastname@example.org (PRINT) ISSN 2046-2042. ©BMI PUBLISHING LTD 2020. ONBOARD HOSPITALITY IS PUBLISHED BY BMI PUBLISHING LTD: 501 THE RESIDENCE, NO. 1 ALEXANDRA TERRACE, GUILDFORD, GU1 3DA, UK. T: 020 8649 7233 E: ENQUIRIES@BMIPUBLISHING.CO.UK BMIPUBLISHING.CO.UK WHILE EVERY EFFORTIS MADE TO ENSURE ACCURACY, BMI PUBLISHING LTD CANNOT BE HELD RESPONSIBLE FOR ANY ERRORS OR OMISSIONS. COVER IMAGE: ISTOCKPHOTO.COM/ VISUALGENERATION Regularly read in over 70 countries worldwide and mailed to our 20,000+ international database. Read this magazine in digital form, share it virtually or subscribe. If you are looking for a supplier or caterer, check out onboardhospitality.com/finder
Get yourself connected online @OBHMagazine �Onboard Hospitality at linkedin.com onboardhospitality.com
RECOGNISING EXCELLENCE, RESILIENCE AND INNOVATION IN AIR, RAIL, CRUISE AND FERRIES
Julie Baxter EDITOR Onboard Hospitality
Ours is an industry which builds and supports personal and corporate connections and if the pandemic has taught us anything, it is just how bereft we all feel when these connections are disrupted or even totally taken away. But while many physical, real world connections were put on hold in the past year, digital, virtual connections became a lifeline for us all and showed just how empowering and life affirming technology can be. Now digitalisation is at the heart of the post-COVID passenger experience and recovery. It is building confidence, enhancing safety, boosting revenues and enabling better service and sustainability. Tech providers are showing their creative flair and innovative applications, and in this issue, as well as in our Onboard Hospitality Awards (page 32) we champion them as the true heroes of the hour. Their stock in trade and touchless solutions are key to recovery and will help us all start connecting again – in person – very soon. For that we thank them wholeheartedly.
IN THIS ISSUE... 04 NEWS AND TRENDS: Your industry update / 08 FTE-APEX VIRTUAL EXPO Show preview / 10 IN CONVERSATION... with Martijn Moret, AirFi / 12 OPINION: Federico Germani and Steve King / 13 FOCUS ON... Omnevo / 14 FOCUS ON: Real Time Dashboard / 16 LET'S GET DIGITAL: Digital press / 19 FOCUS ON: QuiverTree Media / 20 IN CONVERSATION... Kevin Clark, Bluebox Aviation / 22 SYMBOLIC GESTURES? Quality connections / 25 OPINION: Michael Serres, Moment / 26 PASSING THROUGH: Digital health passes / 30 OPINION: Dr Stathis Kefallonitis / 31 FOCUS ON: Levarti / 32 ONBOARD HOSPITALITY AWARDS
4/9/21 04:46 PM
4 / INDUSTRY UPDATE
Onboard Tech Innovation
Your industry update
echnology touches all elements of the passenger journey. Here we showcase some of the latest innovations. Check out our online coverage and weekly e-news updates for more. Send your news to email@example.com
IFE VIDEO CHAT FROM IDEANOVA
PRESSREADER JOINS ORYX ONE
Qatar Airways has partnered with PressReader to offer passengers unlimited access to more than 6,000 global digital magazine and newspaper titles through its Oryx One inflight entertainment app. Passengers can access titles by downloading the Oryx One app to their personal electronic devices (PEDs), inserting their Booking Reference Number (PNR) into the app’s ‘Newsstand’ and selecting the titles they wish to save. pressreader.com
IdeaNova Technologies has introduced Inplay Video Chat function to its IFE portal, allowing passengers to communicate with crew and watch inflight entertainment with friends and family whilst respecting onboard safety guidelines that limit passenger movement around the cabin. Inplay Video Chat is an extension of text chat. With a click of a button, passengers can initiate video communication with their friends in the cabin or crew, creating a friendly atmosphere from people interacting safely and digitally onboard. ideanovatech.com
SUCCESS FOR THINKOM
ThinKom has completed successful over-the-air tests of a pair of 17-inch active diameter K/Q-band phased-array antennas communicating through an Advanced Extremely High Frequency (AEHF) satellite, verifying the antennas performs effectively. thinkom.com
OTI Industry Update-v5.indd 4
4/9/21 12:36 PM
industry update / 5
aero-sense Now EU-approved
Belgium-based Aero-Sense® has become the first Qatar Airways is upgrading its manufacturer of an aerosolised aircraft insecticide Boeing 787-8 Dreamliner fleet with worldwide to receive an approval for sale and the latest Thales AVANT IFE system. use in all 27 members states of the European The upgrade includes HD capacitive Union, including Iceland, Norway and touch screen technology enabling Switzerland.All Aero-Sense aircraft passengers to navigate the insecticides are formulated FTS connects user interface using familiar according to the World MSFL gestures from their Health Organisation (WHO) FTS, a provider of wireless smartphone or tablet. recommendations, and should Inflight Entertainment and The light-weight screens be used according to IATA Connectivity solutions, has signed are two to three times and ICAO guidelines. Their a cooperation agreement with brighter than the former Aircraft Insecticide ASD is the Minsheng Financial Leasing (MSFL) technology, featuring first to successfully acquire a to provide an inflight high-speed more than 16 million Union Authorisation under the connectivity solution for MSFL’s colours. qatarairways.com; European Biocidal Products fleet of more than thalesgroup.com Regulation (BPR). aero-sense.com 300 aircraft. fts.aero
sport for JetBlue
JetBlue has selected Panasonic Avionics for its live sports inflight offering on its Airbus A321 long range aircraft. This will expand JetBlue's transatlantic IFE options to include a channel of live sports, Sport 24, with satellite-based streaming facilitated by the airline's connectivity provider. JetBlue's new fleet of Airbus A321 LR aircraft, due to be delivered from 2021, will be outfitted with the service. panasonic.aero; jetblue.com
Etihad supports start-up HUB
Etihad Airways has signed a memorandum of understanding with Hub71, Abu Dhabi’s global tech ecosystem, to support the expansion of entrepreneurs innovating in Abu Dhabi. Etihad will become the official airline partner of Hub71 which will offer special rates and access to a dedicated booking platform to support and simplify the travel needs of 100+ global startups in its tech community. etihad.com; hub71.com
6 / INDUSTRY UPDATE
AIRBUS SIGNS CONTRACT WITH INTELSAT Airbus has signed a contract with Intelsat to build two OneSat satellites operating in multiple frequency bands for Intelsat’s next-generation softwaredefined network. The satellites will be based on Airbus’ OneSat product line, the latest generation of fully flexible, in orbit reconfigurable, Software Defined Satellites (SDS). The ground segment software components, when fully integrated into Intelsat’s next-generation software defined network ecosystem will allow dynamic operation of end-to-end satellite resources. The two next generation SD satellites will be delivered in 2023. airbus.com; intelsat.com
PANASONIC GOES RETRO
Panasonic Avionics has selected BANDAI NAMCO Entertainment, a Japanese multinational games publisher and developer, to strengthen its IFE gaming portfolio. The gaming industry saw significant growth amidst the COVID-19 pandemic, and retro games are seeing a resurgence. BANDAI NAMCO has developed some of the most recognised games in pop culture history such as Dig Dug, Pac-Man and Galaga. panasonic.aero
MALAYSIA AIRLINES LAUNCHES ENRICH SHOPPE
As part of its Enrich frequent flyer programme, Malaysia Airlines has introduced a new online shopping platform called Enrich Shoppe. Powered by RebateMango, Enrich Shoppe provides an easy and quick way for Enrich members in Malaysia, Singapore, Thailand and Philippines to earn Enrich Miles for purchases from over 500 famous e-commerce brands such as Tumi, Sephora, Michael Kors, Watsons, JD Sports, Uniqlo, Cotton On, and many more. malaysiaairlines.com
ONBOARD FINDER onboardhospitality.com/ﬁnder
Finder quaterUpdate-v5.indd page ad.indd 26 OTI Industry
Looking for something? Revolutionise the way you ﬁnd your onboard solutions with Onboard Finder Get your product into Onboard Finder, contact firstname.lastname@example.org
12:25 PM 4/9/21 12:36
INDUSTRY UPDATE / 7
WEST PARTNERS WITH QLOO
West Entertainment (West) has partnered with Qloo to introduce AI functionality to its WE by West platform. Based on Qloo's over 750 billion cultural correlations already mapped by its AI engine, WE by West will now predict consumer tastes. For each title selected on the platform, WE by West will provide airline clients with a number of recommendations for movies, TV shows and music, all based on the title initially selected. westent.com; qloo.com
FLIGHTPATH3D OPTIMISTIC ABOUT MARKET RECOVERY
FlightPath3D has announced that during Q1/2021 its install base has surpassed 3,000 aircraft. Duncan Jackson, FlightPath3D president, says: “We’re seeing absolute signs of recovery in flights and see good growth going forward through 2021. We’re optimistic about the market and expect to surpass 4,000 aircraft within a year.” Boris Veksler, FlightPath3D CEO AERQ adds: “We’re pleased to see 737 MAX deployments once again AND JOLED as they make their way back COLLABORATE into revenue service. Our JOLED, a manufacturer of 4K optimism is further amplified OLED by printing technology, by the news around forward and AERQ are collaboratiing to integrate medium-sized OLED bookings from our airline displays in aircraft cabins customers and the growth we’re aerq.com; j-oled.com experiencing in the business aviation sector.” flightpath3d.com
OTI Industry Update-v5.indd 7
4/9/21 12:36 PM
8 / FTE-APEX PREVIEW: VIRTUAL EXPO
RELAUNCHING GLOBAL AIR TRANSPORT Previewing the FTE-APEX Virtual Expo
ollowing the success of December's Virtual Expo, Future Travel Experience (FTE) and the Airline Passenger Experience Association (APEX) are revisiting the digital world with a second foray into virtual events. The second FTE-APEX Virtual Expo will run on May 25-26 with the same format as in December including a virtual exhibition hall, auditorium and networking sessions. It aims of offer airlines and suppliers the opportunity to reconnect and debate the road map to recovery, keeping momentum going until in-person events (hopefully!) resume later this year. December's expo saw 161 speakers, 166 airlines, 81 exhibitors, and 1,500 organisations come together for two days of networking and collaboration.
RELAUNCH, REFRESH The May event includes conference sessions themed around: 'Relaunching Global Air Transport'. Exhibitors and speakers will share ideas and solutions that can help airlines and their partners
deliver improvements in the following areas: Digital Transformation & Automation; Inflight Service, Amenities, Catering, Interiors & Comfort; Reimagined End-to-End Guest Experiences; Biosecurity & Sanitisation; Retail & Ancillary Innovation; Touchless & Socially Distanced Travel; IFEC Systems, Solutions & Content, and more.
HEAR FROM THE BEST Some of the biggest names in the air transport industry are already confirmed to join the speaker lineup, including Ed Bastian, CEO Delta Airlines; Scott Kirby, CEO United Airlines; Karen Chan, CEO AirAsia.com; Sophie Dekker, CCO easyJet; Ed Sims, President & CEO WestJet; Bilal Eksi, CEO Turkish Airlines; Olivier Arrindell, CEO Ava Airways; Dr Bjoern Becker, senior director product management ground & digital services, Lufthansa; Amy Burr, managing director operations & partnerships, JetBlue Technology Ventures, and many more forward thinkers and innovators.
THINK TANK FTE's Think Tank team has identified two key areas of the travel experience that it feels can be redefined and improved as we reach the transition period out of the COVID-19 pandemic. These focus on the way passengers purchase and consume F&B, and ways to provide a reliable and seamless end-toend baggage experience. Industry stakeholders are invited to contribute their ideas, which will be collated and presented at the expo. To submit your ideas, visit futuretravelexperience.com
FTE-APEX VIRTUAL EXPO ON MAY 25-26, 2021
4/9/21 05:26 PM
FTE-APEX FTE PREVIEW: VIRTUAL EXPO / 9
SESSION HIGHLIGHTS Onboard Hospitality is pleased to be a part of the event and will moderate a session called: New approaches to inflight service, catering and retail, taking place on Wednesday 26 May 08:30-09:30GMT. Following a series of 10 minute case studies the session will move to a panel discussion to debate evolving approaches and new trends in this space. Moderated by Julie Baxter, editor Onboard Hospitality, the panel will include Genevieve Roasario, head of product development & service design, Qatar Airways; Lorry Matthews, senior advisor buy-on-board, Swoop, and Steve Dickson, managing partner at Skylight Aviation, with more to be confirmed.
[ THE EXHIBITORS ]
ON DEMAND The On Demand Speaker Zone is accessible at any time throughout the expo. Here you’ll find further content from Onboard Hospitality, including conversations with Lauren Costello, executive director of the International Flight Services Association (IFSA), on the latest COVID guidelines and updates, and Anne De Hauw, founder INAir Travel Experience, on the latest research into cabin waste management and sustainability. To register visit futuretravelexperience.com • FOR THE FULL LIST OF EXHIBITORS VISIT FUTURETRAVELEXPERIENCE.COM
4/9/21 05:26 PM
10 / IN CONVERSATION WITH...
Martijn Moret co-founder, Airfi
Integrated IFE systems can help boost inflight sales and optimise logistics in the post-COVID era. Martijn Moret tells April Waterston how
Q. From your perspective, how has
COVID transformed the passenger experience? How have your customers’ priorities changed? A : As COVID-19 took hold, IFE was, for both airlines and passengers, the lowest priority. There was only a small number of flights operating, with a small number of passengers onboard and IFE was the last thing on the airlines' minds. Even our customers with big domestic markets like Vietnam and Korea made IFE their last priority. At the same time, passengers in Asia had a very high interest in hygiene. At the airports there was, and still is, full PPE, protective gear and people with masks and double masks. Hygiene was the priority, and so was touching as little as possible on the aircraft. Several governments also ordered the removal of magazines and menus from the aircraft. In the last few months with load factors increasing (some domestic markets are now at above 60-70% again), the focus has come back to serving passengers. Airlines, like everyone else, have gone through a digitisation realisation. They also realise they need to have a big focus on cost saving and generating revenue.
Q. Tell us about your work with Scoot Airlines on ScootHub. A : Scoot was already using our point
of sales solution to control its sales onboard for both F&B and other ancilliaries like seat upgrades and in-seat power. We had been talking to all our customers to see where we could support them post-COVID and Scoot made a radical choice to go fully digital. There's only one way to maximise onboard ancilliary and that's by going digital. To do that quickly you need to avoid the need of installing all sorts of systems inside an aircraft. Scoot
There's only one way to maximise onboard ancilliary and that's by going digital chose our product because we have a fully-integrated solution almost readyto-go. We were given the green light in September and by December 2020 it was live. We addressed the concerns of different stakeholders in the airline crew, ancilliary, marketing, catering, duty-free, engineering, and others. And now we are rolling out subsequent phases to prepare for the 'big return' of flight capacity. There will also be an
expansion of the revenue generating opportunities such as advertising, special offerings through microsites for brands, e-commerce offerings, attraction parks, interactive destination information, and other. We started with a smaller offering when the number of flights and load factor was low, but now month-on-month we're delivering additional capability as well as helping Scoot fully commercialise their offerings.
Q. Have you had much feedback?
A : The load factor is still quite low due to the social distancing measures, but we can see that games and maps are very popular amongst passengers. We can see how passengers are evaluating the buy-on-board product menus and that data is very valuable as feedback for the catering company. The expectation is that once the passenger numbers are back, the revenue coming from onboard sales will have grown significantly.
Q. What benefit does this
technology have for catering? A : Catering companies usually guess what passengers like to eat, so it's interesting to be able to give them data on how their offerings are actually being received. We are also heavily involved in the process of stock counting. With access to real-
In Convo martijn_v6.indd 10
4/9/21 02:05 PM
IN CONVERSATION WITH... / 11
time stock levels, knowing when a product is about to go out of stock is invaluable if the aircraft has more flights to do. Digitisation within the catering companies, to align their processes, ensures they can deliver a better service with fewer people, in a less labour-intensive way. This, in combination with much more data, allows them to make better management decisions about what to put onboard. It is another step towards improved revenues.
Q. What is in the future for IFE?
A : This is the 'crystal ball' question! The 'entertainment' aspect will come into focus again once the airlines see it gives them a competitive advantage. Passengers are currently looking more at price, flight availability and risks of quarantine. It might be that the old models - where airlines paid quite a sum of money for a few movies evolves to more of a pay-per-view model, or one which offers a much faster-changing landscape for content onboard. Airlines need to step up to create more relevant content for passengers and with cost levels under pressure they should aim to get more for less. Content providers will need to adapt to serve these new models.
Q. What's next for AirFi?
A : Pre-COVID we announced lowbandwidth connectivity, a low-cost solution for aircraft without wifi. This has a number of uses, such as last-mile services in the air which can be used to book a hotel or taxi so it is ready on landing. From an operational point of view, knowing and being able to communicate the fact that a popular product is close to being sold out whilst the plane is still inbound gives the catering company time to react and prepare to replenish the stock before the next departure. airfi.aero •
Martijn Moret is a co-founder of AirFi.aero. Prior to founding AirFi, Martijn ran an aviation innovation consulting company, and worked as an aviation technology consultant at Accenture. He is based in Singapore.
In Convo martijn_v6.indd 11
4/9/21 02:05 PM
12 / OPINION
New hopes for
retail growth Federico Germani, CCO gategroup, and Steve King, CEO Black Swan Data, explain how onboard hospitality can be a clear channel for ancillary growth
E-commerce has grown tremendously in the past 12 months. More people than ever are now used to the choice, control and convenience of digital retail. The behavioural shift of passengers embracing technology in their everyday life shows a clear opportunity in travel retail that can drive improved engagement. We see three key areas becoming pivotal to maximising the retail opportunity.
Offering travellers the ability to pre-order at favourable prices provides a convenience factor that helps Digitalisation passengers plan ahead By providing passengers and save money. Prewith an onboard retail order has particular store accessible via Shifts in consumer value on routes where their own devices, behaviour present a airport facilities and airlines can significantly massive opportunity for improve their digital delivery services are less digital retail established, providing engagement. Browse onboard airlines with an excellent and order capabilities opportunity to tap into provide passengers with the travellers' willingness to spend. more choice and convenience. When coupled with mobile payment, this amplifies the retail conversion. Passengers can expect a modern Personalisation payment experience that feels familiar to Digital retail platforms built other eCommerce platforms. This familiarity on an intelligent data engine not only helps increase trust and conversion provide passengers with an but makes it easy to use and improves crew experience that matches the service efficiency - something we rigorously personalisation level they now focus on through our continuous customer expect elsewhere in life. At Gate engagement. Retail, in partnership with Black We are optimistic about the future. Once Swan Data, we have created a we take to the skies again, consumer service that leverages retail data behaviour shifts present a massive making it easier for passengers to opportunity through digital retail. find what they are looking for. This Implementing the above will drive extra helps airlines sell more and learn revenue, optimise costs and provide from past performance to optimise passengers with an inflight retail experience ongoing inventory management, they truly value. gategroup.com • whilst also reducing waste.
Opinion Black Swan_v6.indd 12
4/9/21 10:13 AM
FOCUS ON / 13
Rethinking retail New retail and F&B partnerships across the travel market could reap ancillary revenue rewards for all according to disruptor, Omnevo. Julie Baxter reports
ew AOE Group subsidiary, Omnevo, is working to reinvent digital retailing and catering management to allow airlines to effectively compete with digital powerhouses such as Amazon and Alibaba. Michael Raasch, CEO Omnevo, says: "Travel retail needs increased penetration and consumer engagement, with reduced overheads and far greater efficiency in operations and supply chain than is practised at the moment." He suggests the time is right for a shift from in-house or supplier out-sourcing models, towards a more hybrid model for travel retail and F&B ordering which ultimately brings partners together through a single travel omnichannel. Created through the merger of AOE’s aviation e-commerce solutions with catering management and supply chain expert SHIFTEO, Omnevo has been set up to deliver unique ancillary revenue models in F&B, retail and experiences for airlines, airports and rail operators. It aims to drive a new digital performance standard for the travel and hospitality sectors worldwide with what it claims to be the world’s first fully-modular
digital solution suite, providing end-toEmpowering everyone end, vendor-agnostic digital retailing He says that by working in partnership and catering management. with an invested outside party that The system can provide shares common interests, industry personalisation, choice and fulfilment players can create a win-win scenario, opportunities, as with mutual well as supporting investment in the operational logistics, success of the warehousing, crew and business. He adds: Everyone realises ePOS needs. that the post-COVID "The airline can Raasch explains: maintain control answer is “Omnevo is an of the product by undoubtedly digital having the last word, effective, holistic and, above all, flexible but the fulfilment is response to the harsh new travel delivered by experts – allowing each market realities. Everyone realises that side to play to their strengths. This the post-COVID answer is undoubtedly requires transparency and collaboration digital. However, under severe financial on everything from data to product pressures, many are unsure how to and pricing. Neither party runs make that happen – so we’ve created a everything nor avoids all risk, but the clear, powerful, cost-effective solution possibilities become more empowering that is ‘off the shelf’ and can be for everyone in the game, including implemented quickly.” customers." omnevo.net •
Focus on Omnevo-v5.indd 13
4/9/21 11:04 AM
14 / FOCUS ON
Rail gets Real Real Time Dashboard is a new communications platform that gives rail passengers detailed information on their journey. Neal Baldwin reports
new communication platform aimed at improving the passenger experience for rail travellers is undergoing its first trial with a UK train operator. Dubbed ‘Real Time Dashboard’, the system allows passengers to find out every detail about their journey, from constantly updated timetabling to facts about station facilities. “I’ve always been fascinated by the fact that the moving maps on airline IFE are popular with travellers,” says Edmund Caldecott, creator. “I realised it is all about reducing stress. When people travel, they want to know where they are and how they are progressing.” Easy access Rail passengers use their smartphone to scan a QR code located on their seat to access the system. This leads to a
Added value unique travel dashboard, personalised The system also allows instant to the service they are on. A moving two-way communication between map of the route shows users how passenger and the train operator, the train is progressing, how many meaning an end to frustration caused minutes it will be to the next stop by delays or faulty onboard services. and forecast arrival time at its final “‘Users can report destination. This problems via the information is constantly updated When people travel, RTI dashboard. It’s from the rail network’s they want to know great for the train operator – it is own feed. how they are collecting valuable In addition, users can progressing information so it click on any station to can try to fix the find out all the facts problem, and it about its facilities. could also send a voucher to the “For onward journey planning, users customer by way of apology." can see live departure information for Ultimately, the technology aims to each platform or find out or where the sign up third-party partners across bus stops are outside with timetables," the country with its open API, giving Caldecott explains. "If their station is travellers options for things like visitor in London and has a tube interchange, attractions, theatres and restaurants they can access real-time information on their route. whooshmedia.co.uk • on how the services are running.”
FO Rail tech_v5.indd 14
4/9/21 11:18 AM
A GREAT PASSENGER EXPERIENCE STARTS HERE…
Aircraft Interiors Expo The world’s leading cabin interiors show brings together designers, engineers and key decision-makers to network and collaborate. Discover the latest innovations in seating, lighting, fabrics, galleys and more, all in one location.
World Travel Catering & Onboard Services Expo The global marketplace for suppliers of travel catering, onboard retail and passenger comfort. Senior buyers from the world’s airlines and rail services attend to source the best experiences for their passengers.
Keep up to date with the industry Discover the latest expert insights, new innovations, event news, podcasts, webinars and more on the AIX Hub or WTCE Content Hub. Find them from our homepage.
ACCELERATE YOUR RECOVERY & FIND OUT HOW YOU CAN BE INVOLVED: AIRCRAFTINTERIORSEXPO.COM WORLDTRAVELCATERINGEXPO.COM Organised by:
In co-operation with:
23/02/2021 09:28 2/23/21 02:35 PM
16 / DIGITAL PRESS
Let’s get digital As airlines look to reduce touchpoints onboard, April Waterston asks: are the days of the in-seat magazine and menu nearly over…?
s a journalist, I see the benefits of digital press day in, day out. In my profession, I’d be silly not to. In fact, we’ve just decided that the very magazine you’re reading now is going to be published solely digitally for the first time. When it comes to magazines and menus onboard, the sustainable and financial benefits of reduced weight are well rehearsed. But with the added focus on hygiene and reducing passenger touchpoints, has the argument toppled into digital’s favour?
If COVID-19 hasn’t sped up the demise of print onboard, it has at the very least put it on pause. With the focus on hygiene, some governments have gone as far as to ban magazines and menus from aircraft. Martijn Moret, co-founder of AirFi, has noted these trends from his base in the Asia-Pacific region. Scoot Airlines, for example, has removed
all of its printed collateral and has no plans to bring it back. Instead, Scoot Airlines now offer all of its menus, entertainment and retail offerings through a new app, ScootHub (read more on pages 10-11). “Online has seen a huge uptake in the past 10 years,” says Martijn. “With digital there’s a lot of data that can be sent back to the advertisers and brands, highlighting the ROI. For printed aircraft magazines, that's really hard to do.” “This might be the death of the magazine, simply because it’s not there any more. It will need a conscious restart to return,” Martijn adds. “My feeling is we will see them return on certain airlines but many will drop, as a cost efficiency. In the coming years, every kilo of weight onboard will count.” Etihad Airways has also removed its printed offering. Terry Daly, executive director guest experience, brand & marketing Etihad Aviation
IFE feature v7.indd 16
4/9/21 10:14 AM
DIGITAL PRESS / 17
“Digital consumption of media was on the rise Group, says: “As part of our commitment to in 2020 and will continue to be, as people prefer reducing the spread of COVID-19, we removed ‘contactless’ content. Most passengers also prefer high-touch surfaces including printed newspapers to use their own devices.” and magazines from the customer journey and The pandemic has driven a rise in the bringenhanced the experience by partnering with your-own-device (BYOD) approach to IFE. Though PressReader. PressReader is largely accessed on personal “To encourage a contactless experience, devices, it can be integrated onto IFE systems, this new partnership gives our guests choice leaving it up to the passenger to choose where and convenience to download as many digital to read. It has recently been launched onboard publications as they would like, before their flight, Alaska Airlines, Etihad to read at home, across our Airways, Qatar Airways and lounges, at the airport, or Flydubai. during their flight.” Digital consumption of Carlos also claims the Carlos Martinez, director partnerships at PressReader, media was on the rise in pandemic has encouraged says: “We’ve partnered with 2020 and will continue to people to think twice about the quality of their news airlines and airport lounge be, as people prefer sources, with readers opting groups for years, helping ‘contactless’ content to pay to access what them present a hybrid printthey consider to be more digital model or assisting in reputable publications. “When COVID-19 spread transitioning their media offering for travellers across the world, news consumption skyrocketed from print to digital, and adding more value to as people scrambled to access trusted information their frequent flyer membership benefits.” about the virus amidst the rising spread of false narratives. Willingness to pay for digital news also A digital world increased in several countries, prompting many Business seems to be on the up for digital press publishers to accelerate their move to digital.” platforms like PressReader. “When COVID-19 hit the aviation industry, we expected all our existing and potential partners would hunker down and Added perks wait out the storm until 2021 at the earliest," adds Aside from magazines, physical items like menus, Carlos. "We were wrong. Our aviation sales funnel duty-free catalogues and safety cards also pose didn’t dry up; it overflowed. a contamination risk. Software like Panasonic
Below from left: PressReader can be integrated into seat-back IFE, but most passengers tend to access it on their own devices
IFE feature v7.indd 17
4/9/21 10:14 AM
18 / DIGITAL PRESS
Above from left: Retail inMotion partners with e-Mersion Media; Panasonic Avionic's Onboard Reader integrates into IFE
flicking through the in-seat magazine, Avionics’ Onboard Reader can facilitate the browsing the duty free offers and virtual distribution of these materials. Andrew reading up on destinations to add to Mohr, vice president of digital solutions at my ever-increasing ‘to-go’ list. Whilst Panasonic Avionics Corporation, says: “This I am aware I could read the exact technology enables airlines to convert their same content on my seat-back screen or iPhone, seatback reading materials like menus, safety the self-confessed bibliophile in me will, given the e-cards, frequent flyer magazines and duty-free choice, choose print over digital every time. catalogues, into a digital format. Not only will this I’m not alone. I spoke to allow our airline customers Andrew Robinson, head to safely reintroduce reading of onboard services at material back onboard, but Eurostar, just as services it will enable them to update With many airlines were beginning to pick up their digital material easily already pulling the plug again following COVID-19’s using a cloud-based Content on print, is it the end of first wave. In a bid to reduce Management System (CMS).” an era? touchpoints as services Moving to digital also resumed, Eurostar moved its enables content to be menus onto a digital platform personalised to the accessible through a QR codes, but its magazines passenger, providing opportunities to upsell remained. “We carried out some research onboard retail offers. Retail inMotion (RiM) has regarding our magazine offering and found that capitalised on this with its partnership with our passengers prefer these to be physical rather digital magazine publisher e-Mersion Media than digital,” he explained. “Instead of removing (e-MM). “Personalisation is becoming them, we are encouraging passengers to either more important than ever in the airline take them home or leave them out for us to industry and offering the right products to recycle after use.” the right person at the right time makes the But, with many airlines already pulling the plug difference between a good onboard experience on print, is it the end of an era? With arguments and a great one,” says Stefan Patermann, CEO of in favour of sustainability, cost-reduction, dataRetail inMotion. capturing, versatility and personalisation, this journalist reluctantly reports that, indeed – it End of an era? probably is. • For me, one of the simple pleasures of flying is onboardhospitality.com
IFE feature v7.indd 18
4/9/21 10:14 AM
FOCUS ON / 19
The art of entertainment Silent contemplation of art has been shown to improve personal wellbeing. Julie Baxter discovers how this can now be part of the onboard experience
he entertainment industry has been reinventing itself during the global lockdowns. While cinemas, theatres and cultural attractions of all kinds have been closed, the creatives behind them have been finding all kinds of imaginative ways to bring their products to our screens. And now that push is bringing art and culture onboard as part of the IFE mix. QuiverTree Media has teamed up with ikonoTV, the world's first art streaming platform, to provide access to content from worldwide collections, archives, galleries and museums inflight. Roll out of the content is already in hand for carriers such as Iberia Express, Volotea, Air Nostrum, Pegasus and Sun Express, and the content can be viewed onboard via personal devices or seat-back screens.
The concept of streaming 'Art in Silence' enables passengers to immerse themselves in the visual experience, without sound or commentary, for silent
in 2011 by Elizabeth Markevitch, contemplation, an activity which has a curator with over 20 years of been shown to aid personal wellbeing experience. She says: “People can as well as broadening cultural often be intimidated by art, concerned understanding. they may not understand it, when in The full portfolio showcases fact, one only needs the opportunity more than 500,000 works including to relax and feel in masterpieces such as order to experience The Garden of Earthly it and feel fulfilled." Delights by Dutch QuiverTree Media master Hieronymus Bosch, the Naked Maja Silent contemplation is a specialist in of art has been Aviation Media from the Prado’s Goya shown to air integrating content, Collection, and the Nefertiti bust dating personal wellbeing advertising and OTT services onboard.Its back to c.1345 B.C. customers include airlines in Europe, Africa and Asia with a combined fleet Relax and view of over 500 aircraft. Subscribers also gain access to The company also collaborates with interviews with artists, documentaries, Audible, an Amazon company, to bring exhibitions and performances, as well digital spoken-word entertainment as the opportunity to meditate in the onboard. quivertree-media.com; virtual museums. ikonotv.art • The ikonoTV concept was launched
Focus on Quiver Tree_v4.indd 19
4/7/21 12:15 PM
20 / IN CONVERSATION
Hear more from Bluebox:
fee break with
W-IFE opens up new ways for airlines to engage with passengers Kevin Clark, CEO Bluebox Aviation Systems, explores how W-IFE is enabling the digital cabin and changing the passenger experience
ireless Inflight Entertainment (W-IFE) has developed rapidly in recent years. It offers many of the same capabilities as a classic full inflight entertainment deployment but at a lower price and with greater flexibility, plus it is all on the passengers’ own devices – a very significant advantage in the current climate. W-IFE opens up new ways for airlines without IFE systems onboard to engage with passengers inflight and beyond. This can be be very powerful. Systems can be put in place to derive additional revenue, for example, whether from paid-for access to content, advertising revenues or onboard retail. Wireless streaming systems enabled through a digital cabin also allow airlines to encourage passenger engagement in a number of ways which bring benefits now and in the future.
Some believe it’s the end of the seatback IFE system, but at Bluebox we don’t subscribe to that view. Seatback IFE will continue to co-exist with W-IFE systems. Our work with Airbus, and Boeing’s own move into W-IFE, signal the future significance of W-IFE. It really ought to be a given, basic onboard system for any aircraft supporting the digitisation of the cabin. The option of a seatback IFE would remain but as an addition. The line between wireless and seatback will move around. Obviously seatback has a role to play in longhaul service, and wireless has a role to play in short-haul or regional services, but there’s a crossover where the two come together. A passenger with their
own device might want to engage with a wireless environment for certain services, perhaps for onboard retail, with seatback providing some of the more traditional entertainment content, such as Hollywood blockbusters.
Recent events have pushed forward developments around digitisation in the cabin and delivery of services. Touchfree retail sales via passengers’ devices are the development most in demand at the moment as our customers return to service post-pandemic. With the ongoing expansion of W-IFE, when passengers are back travelling in volume they'll have a much richer environment to engage in inflight. blueboxaviation.com •
Untitled-1 1 Untitled-2 1
26/03/2021 10:44 4/6/21 08:01 PM
22 / CONNECTIVITY
Passengers now seek the ubiquitous wifi symbol wherever they go but guaranteeing the quality of that connectivity could soon become the key onboard differentiator, says Markus Gilges
irlines and rail operators have been proudly displaying the wifi symbol onboard for some time now, assuming this instantly elevates their passengers’ onboard experience from a mediocre A-to-B trip to an enjoyable or even productive journey. But the truth is, not all wifi is equal. Operators may use the same symbol to generate the same joyous expectations in passengers, but from a systems performance point of view, the offer can vary substantially. Operators often wonder why they receive angry letters from frequent-travellers about poor connectivity when they see statistics from wifi vendors that show satisfactory external
connectivity. It is important to remember that external connectivity only provides the data to/from the internet, arriving at the vehicle antennae. Here companies like Intelsat help to maximise capacity with multi-layered highthroughput satellite networks. But the onward internal connectivity is different – this intranet is what addresses the distribution of that capacity within the vehicle.
Wifi performance onboard has to be seen in relation to expectations too and these vary between passenger groups and cabins. Frequent and or business travellers, for example, have different needs and expectations to occasional
OEC Mini Feature Markus v4.indd 22
4/6/21 07:52 PM
CONNECTIVITY / 23
admittedly a foggy area. The group initially leisure travellers. identified parameters that define and make Performance has to be seen in relation to system performances comparable, resulting in what the wifi is used for too. Typical applications a Quality of Service (QoS) measurement. As a include messaging services, emails, web next step it will create a Quality of Experience browsing, VPN, accessing cloud services, file (QoE) measurement that should bring clarity in transfers, the increasingly popular streaming understanding the actual passenger experience. with its very high-capacity requirements, social media, real time applications such as VoIP calls, and gaming. Each of these applications places Personal devices different requirements on a given system. This will become increasingly important as Critically, some require a continuous stream the use of Personal Electronic Devices (PEDs) of data – enter the dreaded buffering symbol continues to grow. For operators, these highly – while others are operated on a request-reply functional devices are a great gift. They reduce basis with intermittent capacity. system complexity whilst offering the passenger The intranet (internal connectivity) is becoming a familiar user interface. increasingly important to operators, especially COVID-19 has accelerated the BYOD (Bring if it is used to offer cached content, as it cuts Your Own Device) trend. Passengers are hesitant the costs of internet data downloads which to touch anything other than their own devices passengers are increasingly unwilling to pay for. and many useful passenger apps are evolving It is not affected by external factors either such into tools operators and service providers can as tunnels for trains or the use to increase their digital polar regions for aircraft. touch points with passengers The key is to offer attractive during an increasingly The key is to offer content in an easy-to-access touch-less journey. Many attractive content in an are adding passenger way similar to on-the-ground easy-to-access way which Paxlife, for example, value, such as the In-cabin similar to on-the-ground Mobility Management app with its Cloud Edge Platform, seems to have found a very from PXCom, a solution that effective way to deliver. helps passengers to socially Performance parameters for wifi systems are distance onboard. actually pretty complex. Industry bodies like For operators, the only item required in vehicle the Connectivity Working Group of the Airline for PEDs is in-seat power and possibly a seating Passenger Experience Association have taken arrangement that allows for easy use or storage. it on to try and bring clarity for operators Provide this and they can do away with the need and end-users in what is to operate, maintain, and apologise for the faults of the onboard entertainment and connectivity system. Passengers like it too as they feel more in control, and therefore more content.
The big elephant in the room when it comes to onboard wifi is cyber security. Everyone knows this has to be addressed but many don’t know where to start. Industry bodies like the WiFiAlliance have developed standard protocols, like the latest WPA3 for the certification of wifi products, but there is still work to be done. The most common requirement is to include onboardhospitality.com
OEC Mini Feature Markus v4.indd 23
4/6/21 07:52 PM
24 / CONNECTIVITY
The exponential growth of data ways to detect and protect against unwanted volumes and data types consumed system intruders. Intruders often appear as onboard is only going to accelerate so ‘evil twins’ where the hacker impersonates the need to reduce interferences, minimise the network, thus getting access to sensitive the required hardware and maximise data passenger data. capacity to every seat is growing too. There is also the question of client WiFi6 and 6E will increase system performance authentications which could go well beyond the and capacity on an access point level, but not on immediate system security to provide greater a total system level, and vehicle networks could passenger convenience. The seamless roaming become smarter by not just relaying data, but by between cellular networks we are used to on managing and optimising the total wifi capacity the ground for calling is only in its infancy in the as well as offering the operator insights. Products wifi world. Imagine the added value to our lives from Eltec in the rail market if we could roam seamlessly and Miltope in the aviation between all the wifi networks world, for example, are we encounter on our journey Onboard wifi is already offering such – be that different vehicles, increasingly becoming technologies. allied operators, the station, THE infrastructure on The value of onboard wifi airport, lounge, or hotel – which everything relies for operational purposes is without signing in to each also growing exponentially separately. especially through Internet Various industry bodies are of Things developments onboard which can pushing for such a solution. The most prominent support service delivery and maintenance one is the Wireless Broadband Alliance (WBA) applications. offering an industry standard that streamlines The wifi experience, as part of the overall entry to wifi access points by eliminating the passenger experience, is set to become an need to re-authenticate – surely the passenger increasingly important contributor to the NPS wifi nirvana. Wi-Fi CERTIFIED Passpoint is an (Net Promotor Score). At some point the industry standard from the Wi-Fi Alliance which investment in outstanding onboard wifi when implemented on devices, also streamlines may become the most effective way access to hotspots and eliminates the need for of increasing the NPS. Passengers users to find and authenticate a network each may even accept an time they connect. otherwise mediocre onboard product Looking ahead if they receive Onboard wifi is increasingly outstanding becoming THE infrastructure wifi.• on which everything relies. onboardhospitality.com
OEC Mini Feature Markus v4.indd 24
4/6/21 07:52 PM
OPINION / 25
supporting recovery with
connected cabins The Internet of Things (IoT) is key to passenger confidence in the post-COVID cabin says Michael Serres, COO of IFEC specialist, Moment
Passengers will want to travel again, there is no doubt. But under what conditions? A return to normality will be a pre-requisite but it will not be enough. Airlines need to rebuild a feeling and atmosphere of trust onboard. In an industry shaken, but showing resilience, digital innovation will help with the new challenges.
Connected cabins offer a rich potential to improve productivity and the passenger experience. Adding a new dimension to onboard service with its advanced etc) and giving the crew a better overview, functionalities, IoT combined with contactless technology will simplify procedures. technology will enable enhanced digital The challenges of inflight connectivity make services in the cabin via passengers’ own some airlines think twice devices, respecting about such a solution new protocols and but it does not have to procedures. IoT will transform IoT will transform flights be complex, nor costly. flights by enabling by enabling innovative Some IFE solutions already support the innovative features for features for passenger development of IoT, passenger comfort and safety helping transform comfort and aircraft cabins. safety. With Quick and easy deployment and the costan ecosystem of interconnected effectiveness makes them essential to sensors, centralising and airlines looking to adapt their cabins to new processing cabin data, the requirements. passenger will have from their own electronic device the capacity to control services and cabin Contactless future elements from their seat, without The future of air travel will depend on the assistance. development of a global journey experience: Beyond helping set up best a contactless one. From boarding security onboard practices and ensuring to exiting the aircraft, digital solutions will physical distancing, IoT will help be key in rebuilding passenger trust. With airlines and crew improve logistics the implementation of technologies such as efficiency. By automatically checking IoT, airlines adopt a responsive approach, elements in the cabin (seatbelts, relying on new models to stay operational overhead bins, doors, and exceed passenger expectations in a safe pressurisation levels environment. moment.tech •
Opinion - moment v8.indd 25
4/9/21 01:54 PM
26 / HEALTH PASSES
Passing through Digital health passes seem to be key to restarting international travel. April Waterston explores how airlines are embracing the challenge
Digital Health Passes-v5.indd 26
4/8/21 03:15 PM
HEALTH PASSES / 27
pp usage is on the up and combined with the passenger’s phone or other personal entertainment device (PED) the app is fast becoming an integral part of the onboard experience. From hosting inflight entertainment to ordering food, boosting onboard revenue and enabling socially-distanced service, PEDs are playing an essential role in restarting service in the cabin during the COVID-19 pandemic. And now, with the rise in demand for digital health passports, they also seem key to restarting more normal travel planning.
Airlines are doing a lot to keep passengers safe and boost confidence as they return to the skies. Onboard service has been overhauled to reduce touch points, and hygiene has been a top priority
for crew and passengers alike. The emergence of safety accreditations like the APEX Health Safety Standard powered by SimpliFlying and the Skytrax COVID-19 Safety Rating, aim to boost passenger confidence as will news of crew vaccination programmes and new safety protocols onboard. Now the focus is moving onto the passenger to do their bit too, and take account for their own fitness to fly. Boarding a flight knowing every other passenger has also been vetted for a negative COVID-19 test now seems key to peace of mind and sustainable load factors. Suddenly, a whole host of apps can help get the job done.
IATA Travel Pass
Clearly it would be best if there was consistency in requirements and the apps used and IATA has tried to lead this with its IATA Travel Pass.
Digital Health Passes-v5.indd 27
4/8/21 03:15 PM
28 / HEALTH PASSES
IATA’s Travel Pass and Yuji Hirako, president Singapore Airlines (SIA) was the first airline to and CEO of ANA and member of the board pilot it with passengers travelling from Singapore of governors of IATA, says: “With constant to London in March. changes to international travel requirements JoAnn Tan, acting senior vice president adding to the complexity of travel, IATA Travel marketing planning, Singapore Airlines, says: Pass enables passengers “The first phase of the trials to easily verify whether helped to support SIA’s they meet the COVID-19 drive towards a secure and convenient industry Airlines are doing a lot to testing requirements of their destination and share their standard for the verification keep passengers safe test results with airlines of COVID-19 test results, and boost confidence as and authorities in a secure and the health status they return to the skies way. Through our trial, we of passengers including hope to contribute to the their vaccination status, development of a digital solution making travel in the future. That has given us confidence in more seamless, secure, and contactless.” the second phase, during which we can further Qatar Airways led the way in the Middle East streamline the verification process for eventual with trials of IATA Travel Pass in partnership integration into SIA’s mobile application.” with Qatar Ministry of Public Health, Primary All Nippon Airways (ANA) has also trialled
Digital Health Passes-v5.indd 28
4/8/21 03:15 PM
HEALTH PASSES / 29
Health Care Corporation and Hamad Medical Corporation. And Virgin Atlantic will trial it on Heathrow-Barbados services for one month from April 16. Other airlines getting behind the trials include Ethiopian, Korean Air, THAI and THAI Smile, Air Serbia, Gulf Air, airBaltic, Malaysia Airlines, RwandAir and Air New Zealand. The IATA app is designed so it can be integrated into an airline’s own application, streamlining the process and keeping things simple for the passenger. “We are not a business-to-consumer brand,” explains Alan Murry-Hayden, head of airport passenger and security products at IATA. “We don’t want passengers to download the IATA app, we want it to be integrated in airline apps.”
using the CommonPass app and pre-departure rapid PCR test records to create a digital pass that included the passenger's name, travel document number, and confirmation that their negative COVID-19 PCR test result was within the prescribed timeframe and conducted at accredited labs, as is being required by authorities in this case. Cathay Pacific has collaborated with the Airport Authority Hong Kong (AAHK), The Commons Project and Prenetics on the trial. This followed a previously successful trial conducted in October last year between Hong Kong and Singapore with the same partners. Cathay Pacific is also a member of the IATA Travel Pass Advisory Group.
IATA is not alone in this endeavour. Air France British Airways chose to trial VeriFLY. The trial and the ADP Group launched a test programme followed the announcement that American for the ICC AOKpass solution. The four-week Airlines now allows all customers to use the trial focused on outbound and return Air France VeriFLY app when they are travelling to the flights between Paris-Charles de Gaulle, San U.S. from all international destinations. Since Francisco and Los Angeles. American became the first airline to use VeriFLY Alain Bernard, chief operating officer, Air in November for selected routes, thousands of France, says: “Since the beginning of the COVIDcustomers have travelled using the app, with 19 crisis, we have been calling for a worldwide many providing positive feedback to the airline health-related standard. This new experimental on its ease of use. programme is an example of what could become Sean Doyle, British Airways’ CEO says: “Although the standard for travel document verification flying is currently restricted, it is essential we do in the future, and we are as much as we can now to pleased to implement it help those who are eligible with Air France partners. to fly and prepare to help Collaboration between Collaboration between our customers navigate governments, airlines the complexities around governments, airlines and airport authorities is and airport authorities is changing global entry essential to find solutions requirements when the essential combining health safety with world re-opens. a smooth travel experience.” “Through these trials, we hope to provide future travellers and governments on both sides of the Atlantic with CommonPass the tools they need to open up the airways and Cathay Pacific has completed a number of trials book with the reassurance they need to make using CommonPass. safe travel possible.” • Pilots and cabin crew volunteered for the trials
Digital Health Passes-v5.indd 29
4/8/21 03:15 PM
30 / OPINION
making sense Enhancing passenger interactions can create huge differential value. Dr Stathis Kefallonitis, founder & president, branding.aero, believes sensory biometrics can provide the key
The concept of sensory biometrics is gaining a lot of attention in the airline industry. It is the process of monitoring passengers’ emotional and behavioural biometrics at every stage of the journey and linking scientific findings to onboard hospitality objectives.
Sensory biometric findings can be used for in-depth analysis to strengthen product and service design and their evaluation. Data is collected using neuroscientific hardware devices such as: electroencephalography (EEG), magnetoencephalography (MEG), attention and reactions (boarding process), galvanic skin response (GRR), functional specific attention to part of the experience magnetic resonance imaging (fMRI) (menu/dining), recognition of intended eye tracking, face and unintended parts recognition and others. of the offer (wine The combination of selection/ambience) tools ensures are all recorded. In a Sensory biometric the validity and live onboard testing, findings can be used as passenger emotional depth of findings an in-depth analysis to reactions are measured and measures strengthen product and during the service. This chemical changes in the can help redefine the service design brain, heart onboard experience in beat rhythm, oxygen level and other ways no other testing can do. physiological variations. Translating Working closely with sensory biometrics, the collected data identifies any airlines, caterers and onboard hospitality physiological changes in the providers can change the way the industry passengers, and shows how they designs hospitality parameters. The respond to onboard services. We International Flight Services Association (IFSA) can now also link specific passenger has been an advocate of sensory biometrics behavioural and emotional patterns and supports this approach as a way to the design and service delivery. members can demonstrate and strengthen the role of F&B and service onboard. Sensory biometrics are here to stay. They Optimising service help us to dig deeper into the emotional Onboard service tests (of hard and state of passengers and understand, like no soft products) provide deep insights other way, the service experience. on the passenger experience. branding.aero • Measurable details can show initial
Opinion Stathis v7.indd 30
4/9/21 01:55 PM
HOW TO... / 31
empower crew Levarti’s MAX Crew app enables crew to provide a personalised passenger experience. April Waterston discovers more PROVIDE INSIGHT
Levarti's MAX Crew is an app from the company's MAX Mobility Suite, designed to be the 'one stop shop' for airlines who want to improve cabin crew productivity, remove paper-driven processes and deliver better inflight service. The native iOS app is rich with detailed passenger information, allowing cabin crew to offer a more personalised inflight service. MAX Crew also includes details on all connecting flights and identifies any passengers that have been delayed or disrupted. This information empowers crew to manage passenger issues inflight, rather than leaving it to customer service or ground staff personnel to address downstream.
crew need to manage any retail transaction, with digital menus, inventory management and preorder options. With pricing combos for upselling and payments in any currency, it also supports charging of seat fees and cabin upgrades.
MAKE IT PERSONAL
With this information at their fingertips, crew are also able to offer a personalised service. “Part of the personalisation that we provide the crew member with enables expanded pre-order capabilities,” says John Edmondson, head of sales at Levarti. “It changes the conversation from 'chicken or beef?' to 'Welcome aboard Mr Smith, you have a $10 voucher to spend onboard today. What can I get you?'"
MAX Crew also offers an efficient point-of-sale solution. It contains all the tools and information the
FACT FILE MAX Crew generated over $65M USD in additional ancillary revenue in 2019 One third of all revenue for MAX Crew is from inflight pre-order vouchers
MAX Crew allows for a 100% paperless cabin, contributing towards an airline's sustainability goals In 2019, MAX Crew airlines flew over 1800 flights a day
MAX Crew offers multiple payment options including cash, credit card and vouchers, and supports digital receipts. The majority of Levarti customers operate a cashless cabin.
SUPPORT THE CREW
In addition, the app stores all manuals, reports and checklists crew may need to refer to during the flight. This can include emergency procedures, passenger announcements, check and training guides and company news. levarti.com
How to Levarti_v5.indd 31
4/6/21 07:43 PM
32 / AWARDS 2021
CALLING ALL TECH HEROES... Technology is at the heart of the post-COVID passenger experience. It is building confidence, enhancing safety, boosting revenues and enabling sustainability and better service. Share your digital story as we recognise this year's digital game changers
ENTER NOW Closing date for entries: July 1, 2021 onboardhospitality.com/awards
OTI Awards-v7.indd 32
4/9/21 01:52 PM
AWARDS 2021 / 33
Celebrating excellence, resilience and innovation for the onboard hospitality industry in air, rail, cruise and ferries The Onboard Hospitality Awards are the leading awards in the industry, championing products and services that innovate and change the passenger experience for the better. FOR THE FULL LIST OF CATEGORIES AND TO ENTER onboardhospitality.com/awards
CABIN CONCEPT OF THE YEAR 2021
Recognising innovation in the passenger experience This prestigious airline award will recognise cabin-wide innovation created by multiple touchpoints. Share your new cabin vision be it in style, service, catering or comfort ENTER NOW
Cabin Concept of the Year 2021
NEW FOR 2021 All entrants are invited to nominate candidates for our new free INDUSTRY CHAMPIONS AWARD. Shine a light on the star performers within your company
For enquiries contact: email@example.com onboardhospitality.com/awards
OTI Awards-v7.indd 33
4/9/21 01:52 PM
THE INDUSTRY TRADE SHOW WITH THE WIDEST GLOBAL ATTENDANCE IN 2021 REGISTER OR BOOK YOUR BOOTH TODAY
MAY 25-26 2021 F u t u r e Tr a v e l E x p e r i e n c e . c o m
TOP CEO SPEAKERS INCLUDE
NEW STARTUP AIRLINE
CEO, United Airlines
KAREN CHAN Group Chief Commercial Officer, AirAsia.com
OLIVIER ARRINDELL CEO, AVA AIRWAYS
NEW STARTUP AIRLINE
ARNAR MAGNÚSSON CEO, PLAY
NEW STARTUP AIRLINE
(NINO) NAVDIP SINGH JUDGE CHIEF EXECUTIVE AND FOUNDER, FLYPOP
NEW FOR 2021
The APEX/IFSA Board of Governors will convene virtually this year to consider key industry priorities placed forward by the APEX Board of Directors and IFSA Board of Directors. The Board of Governors will each share their views and collectively agree on their strategic guidance for both associations. Don’t miss the live broadcast on 26 May!
The second phase of the ground-breaking FTE APEX Business Model Transformation Think Tank will have a major focus on redefining the food & beverage experience on the ground and up in the air. Industry leaders will unveil strategies for improving F&B options for passengers, optimising efficiency, increasing revenues and reducing wastage.
FIND OUT MORE @ FutureTravelExperience.com Untitled-1 Untitled-2 1
30/03/2021 10:54 4/6/21 08:02 PM
In this issue: News and trends, revamping retail, reducing touchpoints, empowering crew