as APEX CEO at FTE Global just days later. From there we agreed to co-locate their APEX Asia regional conference with FTE Asia EXPO 2015 in Singapore. The co-location for this year’s event was agreed soon after, with AIX brought into the fold, too. It has been great to work together and the decision to colocate represents a closer collaboration that benefits the industry as a whole. Asia is, of course, an extremely exciting and fast-growing market and I think between us the overall event offer will be incredibly dynamic, comprehensive and diverse. It will give airline executives, and industry providers from across the continent and beyond, so many good reasons to get on a plane to Singapore. I think to have a gathering of such scale for the region with a core focus on enhancing passenger experiences is very powerful. We look forward to carrying this momentum forward as APEX and Aircraft Interiors head back to the U.S. in 2017, while we continue to build FTE Asia EXPO at the Marina Bay Sands in 2017 and 2018, making it the home of Asia’s biggest passenger experience expo going forward. PAX: What are the FTE Awards and what activities do they recognize? Coleman: The FTE Asia Awards build on the popularity of our long established FTE Global Awards. A total of 14 airlines and airports from across Asia-Pacific will be rewarded by region for their customer experience achievements. The awards will be presented to the winners in the presence
of their industry peers at FTE Asia EXPO. The ceremony, which is free to attend, will take place on the EXPO Seminar Stage on the evening of Tuesday 25 October. PA X : Your organization seems to concentrate heavily on the experience in the airport. What are some of the trends and demands that are shaping the airport experience? Coleman: We started off more focused on the airport experience, but we value every part of the travel experience equally and our portfolio certainly reflects that now, with a major focus on in-flight experiences. In answer to your question, I would say that in the past the only way to deal with passenger growth was by building new airport terminals, which is very expensive. Thanks to technological developments, facilities can now be used much more efficiently and major efforts are being made to move airport processes such as check-in and bag drop away from the airport terminal. PAX: In a general sense, how well do you think airlines and airports cooperate to improve and guide the passenger experience? Any examples of a way such cooperation has been successful? Coleman: I think in the past there has been too much of an “us and them” mind set, but there is a growing acceptance now that nobody “owns” the passenger. The bigger threat perhaps comes from the likes of Google and Apple, who could take control of the relationship with the passenger. This development has helped to drive more cus-
Winners of last year’s FTE Awards event
tomer-focused thinking and collaboration, which are helping to deliver innovations that create real added value for passengers. One of the best examples of this that I’ve seen is a data sharing effort led by Gatwick Airport, which has enabled easyJet to do some really cool things through its app, such as providing personalised and real-time information to help passengers as they move through the airport. PAX: In the past year what has been some of the most interesting trends that are taking shape in the travel experience? Coleman: Augmented reality, the Internet of Things and biometrics have been steadily gaining traction, but artificial intelligence is coming online very fast now. I know many airlines were already looking at this, but the recent announcements by the likes of Microsoft and Facebook in this space are sure to accelerate their interest. Digital assistants on mobile devices are the future, and AI will power this. PAX: This location seems to be at the cutting edge of the travel experience: an amazing airport and a world-class airline. What do you think Singapore has done right to give it the reputation it has? Coleman: I think both Changi Airport and Singapore Airlines place customer experience at the epicentre of everything they do, and when you take that approach you won’t go too far wrong. As an industry overall, there is perhaps a bit too much of a focus on aircraft turnarounds, rather than how to provide the passenger – who is the whole reason this industry exists – with a more comfortable and seamless experience. Singapore is a definite exception, and while they invest heavily in technology and product, both of them, including the partners they choose to work with, put the human touch at the centre of their service delivery. This is a wise strategy because staff members are the most important factor when it comes to delivering a memorable customer experience. PAX: As a frequent traveller yourself, what are some of the steps you take from home to the aircraft to improve your travel experience? Coleman: Headphones – they are the most effective way to get yourself into your own world, and minimise any unwanted distractions from those sitting around you!
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