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  INDUSTRY Q&A PAX: In terms of size, scope and attendance, where does AIX/ WTCE fit in among Reed Exhibition’s many events? McGraw: Reed Exhibitions runs some 500 exhibitions globally, with AIX being one of our largest and one of our flagship events. It’s been running for 18 years in a niche sector and has built up a very dedicated following. PAX: Has Reed Exhibitions done any calculations in the amount of business that is done during Passenger Experience Week in Hamburg? McGraw: It’s hard to be precise, however with such a wealth of companies exhibiting at the show, and more than 1,000 airline executives expected to attend, I would expect the amount of business that will be done to be very substantial. In addition to the figures, brands also benefit from the networking and brand exposure opportunities at the event, with Passenger Experience Week providing attendees with the opportunity to expose their brand, products and services to buyers from over 180 global airlines. PAX: What are some of the topics and details planned for the April 3 Conference and Airline Forum? McGraw: New to the Passenger Experience Conference (PEC) this year is the Airline Breakfast Forum. This exclusive event for airline attendees will kick off with an inspirational keynote speaker and will offer insightful and thought-provoking content delegates will not find at other conferences. The Free and Hanseatic City of Hamburg has been home to the Aircraft Interiors Expo since 2005

It will be a fantastic Polly McGraw opportunity for airline attendees to network and debate with their peers about the issues most relevant to improving the passenger experience in their business and to share best practice insights. The discussion will be led by an industryexpert moderator and the key issues for the agenda will be decided in advance by a poll of the participant airlines. The previous Leaders in Innovation format has evolved into a new head-to-head with the innovators sessions, offering a series of one-to-one conversations with speakers spearheading improvements in passenger experience. This year’s PEC programme features in-depth breakout sessions, focusing on a different element of the passenger experience and providing attendees a further opportunity to discuss the industry with their peers. The sessions will be split into three streams running in parallel: Generating Revenue, Comfort and Wellbeing and The Connected Journey. The new focus of these breakout streams reflects an increasing convergence of interest among different airline departments. This year’s event will host more than 50 speakers, a wide range of speakers from both inside and outside the industry. Speakers confirmed include Delft University of Technology, Archetype Discoveries Worldwide, Gogo, American Airlines, Plug and Play. PAX: You mentioned last year a marked increase in VIP Airline visitors. What qualifies to earn VIP status? McGraw: To qualify as a VIP airline visitor you must be a senior executive from a commercial airline business or someone who works with a lessor company. Importantly, the individual must be involved in all aspects of cabin interiors products, from seating to in-flight entertainment. PAX: The event has certainly become the largest in terms of news and announcements. What is the general profile of the media people who attend? McGraw: We receive a huge amount of interest from media in attending, and as you say, many companies use the event as an opportunity to make significant announcements. The profile of the media is very wide ranging. It includes everything from specialist in-flight publications, to aviation blogs, international business media and business travel titles. Last year we attracted more than 130 media to the event – which was an increase of 51% in media attendance on the previous year. We already have nearing one hundred journalists registered to attend this year and look forward to welcoming them and many more

34  |  PAX INTERNATIONAL  |  MARCH/APRIL 2017

PAX International AIX March/April 2017  
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