Pax 2013 Digital Summer Edition

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n e w s a n d a n a ly s i s f o r t h e pa s s e n g e r s e r v i c e s e x e c u t i v e

another look at


Making videos with appeal New technology on the frontier NBAA-FATC Review p.



Supplier Report p.


IFSA/APEX exhibitors p.


Wessco and American Airlines p.

A taste of the world

53 destinations worldwide Servair brings you a taste of the world – a taste journey into four continents for our airline, company and group clients. What’s more, we prioritise great service and the respect of local specificity in order to better meet our clients’ needs. Finally, we offer our clients the highest possible quality professional restaurant and airport standards, see we meet their service expectations.

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Contents Emerging Markets


10 On the March

As passengers make their way from home, to airport to cabin, the importance of tracing their every step has meant stronger demand for companies that make cutting edge technology for the mobile marketplace

Supplier Report

14 Staying power

A handful of companies share their story of success and how they’ve managed to thrive in a market that is rapidly evolving and always changing

20 An American standard

The legacy of a design family lives on in American’s amenity bags as the airline nears the third year since major overhaul of its inflight product on international flights

Event Coverage 9

Beyond all limits NBAA wraps up 18th Flight Attendants/Technicians Conference

18 Next stop: AnaheiM


PAX International highlights a handful of exhibitors that are not to be missed at this year’s upcoming IFSA and APEX Expo in September


22 Out of the box briefings

Airline safety films have taken a new turn in recent years, and companies that work with carriers say the possibility exists for the clips to carry more than the necessary message of safety first

Departments 4

Editor’s Note




people News


what’s hot


Association News/calendar

on the cover: Aircalin’s safety video, produced by Interact in 2012. Read more on page 23



PAX International 26 Pearl Street, Mississauga, Ontario L5M 1X2, Canada Tel: (1 905) 821-3344; Fax: (1 905) 821-2777 website:

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E d i t o r i a l O f f i ce s Rick Lundstrom, Editor in Chief PAX International 723 Jefferson Street, NE Minneapolis, MN 55413, USA Tel: (1 612) 378-0862

Our digital summer

This is the second summer PAX International has chosen to publish an online edition of the magazine. We are attempting to make this issue a regular feature for our summer fare. This year, we have added elements such as video and more Internet links to help readers gain more in-depth understanding of the companies and airlines we cover. As the technology itself has evolved, so too will our efforts and abilities. This year, our section on the tech companies that have made a difference in passenger service reveals a few of the key trends that have been showing up again and again at events in the industry. Passengers, in all their movements and stops are under the watchful eye of marketers and they are rapidly adjusting to the new airport and airline environment (smart phone and iPad in hand), that promises a more streamlined trip through their travel experience, and more opportunities for companies along the way to sell goods and services. “That is where we think mobile is going to end up,” said Hans Miller Managing Director of Airside Mobile, an app supplier for concessionaire HMSHost in our story on


page 10. “That more and more of the pieces of the travel experience become accessible on mobile, we think it is going to be kind of a geometric growth rate.” If our sources are correct, there could be some major announcements afoot, clearing the way for more advancement in airports and airline’s digital environment. The International Flight Services Association and the Airline Passenger Experience Association cleared away an obstacle for this year’s fall event, as well. As this issue was being completed, we learned that the two groups will be integrating their trade shows into a single area, clearing away a divide that separated the events into two halls. Visitors were limited by time and space from seeing all that the joint event can offer. This is welcome news, and planners from both associations and the Kellen Company are to be praised for making it work. The new format should no doubt raise the profile of the APEX/IFSA Expo, to the benefit of the two associations and the many visitors to Anaheim. Rick Lundstrom Editor-in-Chief, PAX International

Fax: (1 612) 378-0852 E-mail: Lauren Brunetti, Managing Editor Tel: (1 905) 821-3344 x21 E-mail:

A r t de pa r t m e n t Sarit Scheer E-mail:

Ad v e r t i s i n g O f f i ce s Deepa J, Subscription & Conference Manager Tel: (1 905) 821-3344 x35 Fax: (1 905) 821-2777 E-mail: PAX International is published six times a year (January/February, March/April, May, June/July/August, September/October, November/December) by PAX International, 26 Pearl Street, Mississauga, Ontario L5M 1X2, Canada. International Distribution. Subscriptions: $200 for one year; $300 for two years; $400 for three years. Art and photographs will not be returned unless accompanied by return postage. The views expressed in this magazine do not necessarily reflect the views and opinions of the publisher or editor. July/August 2013, Vol. 17, No. 5. Printed in Canada. All rights reserved. Nothing may be reprinted in whole or in part without written permission from the publisher. © PAX International magazine


Emirates aims to please kids with new offerings Emirates rolled out a long list of cabin features for children this summer from programming on its inflight entertainment system ice, to menus to a selection of toys. On the ice system will be a selection of more than 10 new release animated movies and children’s programming; 40 Disney classic movies; more than 30 dedicated television channels and nearly 60 hours of television programming. Music will be from such artists as, One Direction, Demy Lovato, Taylor Swift, Olly Murs, Little Mix and Justin Timberlake on the hundreds of channels of music available. Emirates is also publishing an inflight activity magazine: 3,2,1 for pre-school travelers and 3,2,1 e-kids for older children that offers games, quizzes and stories. As part of its children’s product offering, Emirates has specially designed brightly colored gear and added dedicated cutlery, tray mats, snack boxes, headset bags, as well as the toy bags. Emirates Flight Catering has designed menus for kids that appeal to the airline’s multi-national passengers. Menu items include Asian and vegetarian dishes as well as special offerings such as low protein or medical meals. Special meals can be made available with 24 hours’ notice. Young passengers are provided with a fun pack containing the new monster-themed toys. Aimed at pre-school children, the monster collection has quirky characters from around the world. They come in two categories; Blanket Buddies - plush characters wrapped around soft polar fleece blankets, and Seat Belt Critters - little toys worn around a seat belt to encourage safety. Young travelers can also enjoy the existing range of children’s products including the 3,2,1/e-kids magazine, colored pencils, branded Emirates rucksacks and cooler bags, children’s eyeshades and the popular Dr. Seuss books. Older children can enjoy the Quiksilver collection of travel-inspired products co-designed with lifestyle brand Quiksilver, on long-haul flights over five hours. August sees a dedicated Quicksilver TV channel introduced to ice Digital Widescreen, featuring surfing and skating programming. In addition, special services for children and infants are provided. They include; priority boarding for families with small children, special fares for children aged two to 11, 10 kilograms free baggage allowance for infants not occupying a seat, special brightly-colored child-sized headsets, baby kits, bassinets, nappies and baby change tables. Baby bottles, milk formula and two types of jar food as well as food/bottle heating services are available. Upon arrival in Dubai, special ‘stroller’ delivery service for parents with small babies is provided, enabling them access to pushchairs immediately upon disembarking the aircraft.

Emirates has two versions of its 3,2,1 magazine for young and older children

Blanket Buddy toys now on Emirates

Food travel program to show on Virgin America The Tastemade channel will bring Perennial Plate’s Real Food World Tour to Virgin America domestic flights in July. The Perennial Plate’s Real Food World Tour is an online documentary series created by Daniel Klein and Mirra Fine dedicated to “socially responsible and adventurous eating.” In partnership with Intrepid Travel, the series will visit 12 countries to explore the people and cuisine. “It’s exciting that online films about sustainability are now being

shown side by side with the blockbusters and romantic comedies normally associated with airline entertainment,” said Perennial Plate’s Daniel Klein. The Tastemade channel also features food programming such as Thirsty For, a modern take on video recipes; and Cooking and Food Travel Shows featuring YouTube’s top food stars such as SortedFood@, The Table, Hilah’s Texas Kitchen and Bite Club.  |  PAX INTERNATIONAL  |  5


SIA’s new KrisWorld to debut in September The next generation KrisWorld, with the Panasonic eX3 as a platform will be on Singapore Airlines’ new 777-300ERs by September. It will also be introduced on A350s scheduled for delivery in the coming years. The airline signed a US$400 million agreement with Panasonic Avionics last year. Existing aircraft already in service with KrisWorld may also be retrofitted with the new system, said the airline. Singapore Airlines is the launch customer for the eX3 system for the A350s, as well as the first to offer the eX3 on the 777-300ERs. The airline will also be the first to offer Panasonic’s Global Communications Suite on the A350s. The system has the capability to provide broadband Internet services to passenger devices and the seatback, as well as mobile phone services. The new KrisWorld features larger screens of 24 inches in First Class, 18 inches in Business Class and 10.6 to 11.1 inches in Economy Class. Economy Class passengers will also be able to browse through the more than 1,000 on-demand entertainment options by swiping or scrolling through the touch-screen monitor. Screens and video touch-screen handsets will be available in all classes. SIA worked with Massive Interactive to integrate the functionality of the video touch-screen handset into the core design of a new KrisWorld user interface to ensure that navigating through menus and programs intuitive and user-friendly. Passengers using the system will be able to watch a movie and use the handset to keep up to date with the latest news headlines or track the aircraft’s flight path. Alternatively, passengers may use the handset as a touchscreen trackpad to navigate KrisWorld. New features such as “Quick Search,” where the handset pulls up a playlist of entertainment choices, are also

being introduced. The Notification Centre on the KrisWorld dashboard contains information relevant to the flight, reducing the number of onboard announcements. Passenger will also experience greater personalization, with KrisWorld providing content recommendations based on passengers’ preferences. They may also rate movies and see how others have rated these. Twenty-one aircraft SIA aircraft have been thus far equipped with connectivity service, which will be rolled out to the rest of the airline’s A380-800 and B777-300ER aircraft by the end of next year.

Expect more and bigger on the new Singapore Airlines KrisWorld experience


New Zealand new spot for gategroup expansion Gate Gourmet announced this month it is expanding its presence in New Zealand to a full-service catering and provisioning operation, which includes last-mile delivery to aircraft. “Gate Gourmet upgraded from its previous asset-light operation in New Zealand by taking on the assets and business activities of catering provider Pacific Flight Catering (PFC),” said a release from the company. “This gives airlines operating at Auckland Airport increased access to Gate Gourmet’s customized catering offering and internationally recognized quality of service.” At the 7,000 square-meter Auckland unit, Gate Gourmet will serve regional South Pacific and international carriers such as Fiji Airways (formerly Air Pacific), Cathay Pacific, Malaysia Airlines, Air Tahiti Nui, China Airlines, Thai Airways, China Southern and Jetstar, which is the most recent addition to the customer portfolio. “By strengthening our service offerings in the Oceania market, we are reinforcing our commitment to providing brand-differentiating menu designs and other onboard needs to airlines operating in


this important region,” said Herman Anbeek, Group Senior Vice President and President of gategroup’s Airline Solutions Emerging Markets business. The expansion is part of gategroup’s ongoing focus to strengthen its core catering and in-flight services portfolio. In the last several weeks, the Group has reached a number of onboard-related agreements with customers across its suite of brands. Examples include the retention of catering by Gate Gourmet for Malaysia Airlines’ daily Amsterdam-Kuala Lumpur flight, sandwiches for airberlin by Supplair, and Jetstar crew meals in Australia coordinated now by Pourshins, Supplair and deSter. Gate Gourmet also launched catering and provisioning services for Emirates new nonstop service out of Haneda, Japan, and Los Angeles. The Group in June sold its non-core cabin cleaning, de-icing and aircraft exterior washing assets at London’s Heathrow and Gatwick airports to a provider that specializes in such service.



PAX International Magazine and its talented team are completely focused on accurately covering all aspects of the passenger experience and providing a platform upon which industry players large and small can share news, developments and competencies with top airline, cruise and rail executives and decision-makers. Since 1997, PAX International’s bi-monthly print magazines and bi-weekly electronic newsletters have been serving executives onboard cuisine, sales, logistics, IFE, cabin connectivity, design, and passenger amenities with the latest and most trusted news and analysis in the world.

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AMI names Poizat Sales Director for Caribbean AMI on May 1 named Caroline Poizat, Sales Director Caribbean, for AMI Duty Free. Poizat comes to AMI after eight years with Danone, the French food-products multinational corporation. She worked in sales and marketing for the Caribbean and Latin America for the company’s Evian Volvic Export Division. She will be responsible in developing AMI business in the Caribbean for exclusive brands including Evian and Badoit. She will also assist Linda Pincus with marketing needs in AMI’s cruise line diviCaroline Poizat sion.

Wang joins RMT Global Partners Sara Wang has joined RMT Global Partners, as the company’s new Manager, Manufacturing and Business Development. Wang has more than nine years experience in international t rade working with Asian manufacturers selling globally, and spent the last four years selling airline Sara Wang equipment. “We are extremely fortunate to have Sara as our newest member of the RMT Global Partners group,” said RMT’s Founder and President, Richard Tuttle. “Her presence in China will further support our goal to deliver a quality product, on time, and at a better than great value.” RMT Global Partners of Atlanta is a supplier of customer comfort items and service equipment to the travel industry. 8  |  PAX INTERNATIONAL  |  JULY/AUGUST 2013

Engesser heads export sales and marketing for MEIKO Klaus Engesser has been appointed as MEIKO’s new Head of Export Sales and Marketing for dishwashing technology. Engesser said one of his key tasks would be to continue expanding the c o m p a n y ’s sales activities in existing markets while building up its own distribuKlaus Engesser tion structures. He also intends to focus on opening up new sales markets and exploiting their full potential. “We’re already in a great position thanks to MEIKO’s outstanding product portfolio and high quality standards. My goal is to grow the company in all its different product areas. The key is not just to acquire new customers, but also to turn them into active promoters of our brand,” Engesser explains. Before joining MEIKO, Engesser worked as a Market Director at the metalworking company Roto Frank AG where he was responsible for exports to various countries and sales. He also spent three years as a regional sales manager at Blanco, a period during which he gained key insights into the commercial kitchen appliances sector.

Flying Food’s Paul Hall to receive Citation Award Flying Food Group’s Vice President of Food Safety and Quality, Dr. Paul A. Hall, will receive the Harry Haverland Citat i o n Aw a r d July 31 at the 2013 Annual Meeting of the International Association for Food Protect ion (IAFP) in Charlotte, Dr. Paul A. Hall North Carolina.

Hall, a microbiologist and global food safety expert, is a past president (2005) of IAFP, which cited his “commitment to excellence in food safety,” and his “years of devotion to the ideals and objectives of the association” in naming him to the award. He is a Fellow of IAFP and has been the recipient of several awards in recognition for his lifelong passion for food safety. Hall has headed Flying Food Group’s Food Safety & Quality team since 2011. Under his leadership, Flying Food became the first airline/retail caterer to join IAFP as a Gold Level member. It is a prestigious category that includes Heinz, Coca-Cola and Kraft Foods, among others. Flying Food Group is currently undergoing rigorous preparation for certification by the British Retail Consortium (BRC)—an international food safety standard recognized by the respected Global Food Safety Initiative.

Swann named new CEO of SSP Airport concessionaire SSP has named Kate Swann Chief Executive Officer effective September 4. She succeeds Andrew Lynch who will step down after nine years in the role. Swann has had a 23-year career in the retail industry and was CEO of WHSmith for 10 years until July 1. “I am delighted to be joining SSP and look forward to working with the team as we continue to grow the business and deliver for our customers.” SSP Chairman, Vagn Soerensen, said, “Andrew has done a great job in building SSP into an international market leader in its sector. The strength of both the management team and brand portfolio leaves the business very well positioned for further growth. We wish him every success in the future. I very much look forward to working with Kate to continue developing SSP in the years to come. SSP will benefit from Kate’s vast retail experience from WHSmith in accelerating growth and working with business partners, while continuously improving the customer experience.”


Beyond all limits

NBAA wraps up 18th Flight Attendants/Technicians Conference by Lauren Brunetti with notes from Jay Evans


rom June 20-22 in Washington, DC, several hundred corporate and VIP flight attendants and technicians were joined together to take part in the annual NBAA Flight Attendants/Flight Technicians Conference. This year, the event was built upon the conference theme of “Beyond all Limits” - to demonstrate the safety and service skills that the cabin crew need to achieve excellence. Joining attendees was a host of keynote speakers, educators, caterers and suppliers, to work towards common objectives of increased safety and overall, a better passenger experience. “I’ve been with the program the entire time, since 1996, and I must say it has evolved into a well organized and orchestrated event. Some of the key evolutions have been the support from the sponsors and the added “display tables” that are present at the conference. This brings the attendees and key supporters of the cabin crew together to learn how they can work together on many issues,” said NBAA’s Director of Professional Development, Jay Evans. This year, the presenters put together a strong program that demonstrated how the “Beyond all Limits” theme can be achieved in cabin crew skills and career development. Mary Ann Fash, Flight Attendant Committee Chair and Senior Manager at The Boeing Company challenged the over 230 attendees to reach for this type of success in all they do. The first conference speaker, Ed Bolen, President and CEO of NBAA challenged the attendees to expand their horizons with career broadening and high goals as cabin crew professionals. He also noted some of the coordinated key successes of NBAA including working to support Congress’ funding reauthorization of the FAA without a user fee program. As a high thrust initiative, George Dom and Ron Mumm, former US Navy Blue Angel Lead and US Air Force Thunderbird Lead, respectively, explained how building team trust builds success. They showed how building team character, commitment and connection help the team reach beyond all limits.

Jason Fedok, NTSB accident investigator, introduced accident analysis results from various cabin crew accidents to explain what works and what does not work in these situations. His detailed presentation dealt with fire response and life jacket donning techniques to increase survival rates for passengers. Through positive and negative results he explained how safety trained professionals can make the difference in life and death situations. For other ways to improve the response to critical incidents, Kevin Armstrong of Aircare Accident Assistance, explained how we all deal with psychological stress from powerful situations, like accidents. Preparation can be the key reason for success or failure here, he told the audience. After this jammed packed day, the attendees were treated by the Catering Working Group of sponsors to an evening of food, entertainment and great scenery on the roof of the Warner Building, NBAA’s temporary office building. On Saturday morning, The NBAA FAFT Scholarships were announced by the Flight Attendant Committee, followed by four short presentations by Catering Working Group presenters on catering issues associated with China, India, Brazil and Russia. Air Gourmet and Gulfstream explained it all with chop-

sticks, to meeting with VIPs in China. Alison Price on Air introduced how Indian family and hierarchy affect all ways to present food and explain taste preferences. Air Culinaire Worldwide focused on key ways to work with meat and presenting it to your passengers as they might expect in Brazil. Finally, Marsden Catering showed how history and multiculturalism in Russia carry over to the food and passenger expectations. As a highly anticipated event, Mike Venezia of United Distributors explained how wine and altitude have to be carefully considered. The attendees were treated to food and wine pairings to explain and experience the best combinations and results. As a finale, the fast paced, memory expert Ron White asked, “Do you have a bad memory?” Here are five key ingredients to help your memory: focus, file- store in your brain, picture- associate words with objects, glue-action and emotion, review. The main ingredient to all of this is good nutrition and exercise. To finish off, Mary Ann Fash, thanked everyone for their support and professionalism. Dodie Thomas of Altria Client Services, incoming Committee ended the day with a reminder to come back next year on June 19-21, 2014 for the next Conference in West Palm Beach, FL.  |  PAX INTERNATIONAL  |  9


On the march As passengers make their way from home, to airport, to cabin, the importance of tracing their every step has meant stronger demand for companies that make cutting edge technology for the mobile marketplace by RICK LUNDSTROM


ver the past 18 months, suppliers from a segment of the travel catering industry have been growing customer bases, while watching and learning much about the way travelers make their decisions on every step of the journey - from home to where they land. With technology in their tool box, they are bringing that segment up to speed in quicker ways than existed in all the years previous and now say they stand “on a precipice” of advancing what has long been a part of the airline service world into a new realm—one that has always been envisioned by seemingly just out of reach. The pre-buy airline food service market, pioneered by companies like Alpha and shown on the trade show floors dating back to the International Flight Catering Association (IFCA) events has taken another turn. In the past year, small startup companies have been successful in selling the concept of ordering meals for service in the airport or the aircraft, and introducing their technological capabilities to large airport concessionaires and legacy carriers. Now, those same developers are biding their time, patiently waiting as the industry comes around to what they say is an inevitable conclusion – that airlines and passengers will increasingly embrace their solutions as they become accustomed to their ease of use as the move through an airport.

United Airlines expands mobile app With a new feature, United Airlines’ mobile app users who experience flight delays or cancellations will be offered the option to keep their existing itinerary or, where available, the ability to change to a new itinerary. United Airlines announced in July a refreshed applications for iPhone, Android and BlackBerry 10 that include streamlined user interfaces along with a new feature, also available on Windows Phone 8, which will enable customers to manage their travel in real time during irregular flight operations. With the new feature, United mobile app users who experience flight delays or cancellations will be offered the option to keep their existing itinerary or, where available, the ability to change to a new itinerary. Passengers whose flights are affected may use the mobile app to accept new flights that United has automatically confirmed or search for alternate routes, airports and dates of travel. “United continues to invest in mobile technology that improves the travel experience for our customers,” said Scott Wilson, United’s vice president of merchandising and ecommerce. “The new features and updated look of these apps give travelers increased convenience, flexibility and control. United will continue to invest in building powerful mobile tools for our customers with many significant enhancements scheduled to roll out over the next year.” Separately, the airline also announced plans to make mobile boarding pass scanning available at all of the more than 220 domestic airports it serves by the fall of this year. United was the first U.S. airline to introduce mobile boarding passes in 2007, and it is the first mainline carrier to announce that it plans to make the service available at all of the domestic airports it serves. United also offers mobile boarding passes at over 40 international locations.

In the airport Passengers embarking on a journey have the first chance to make use of the new technology in the concourses of several of the major airports in the United States. Most recently, HMSHost and its supplier company Airside Mobile began to offer the B4 You Board smart phone app to patrons of Phoenix Sky Harbor Airport. In December of last year, passengers placed the first orders to one of the eight PHX restaurants participating in the program. The app allows passengers to 10  |  PAX INTERNATIONAL  |  JULY/AUGUST 2013

United continues to invest in mobile technology that improves the travel experience


One of the launch airports for B4 You Board services was Minneapolis-St. Paul

place their order and have it ready for pick up or delivery to their gate in 20 minutes. The program is into its third year after a May 2011 launch, and is currently available at Phoenix, New York Kennedy, Minneapolis-St. Paul, Chicago O’Hare, Sacramento and Salt Lake City Airports. Airside Mobile has also worked with concessionaire OTG to add iPad stations where passengers can place meal orders at Kennedy and HMSHost at Minneapolis-St. Paul. For Airside Mobile, the service has not only been successful

businesswise, but has taught the company’s Managing Director, Hans Miller a few things about an important demographic. He said he would like to take those lessons forward to expand the service in a number of different directions. “We have found the people who use it, love it and the most common compliant is ‘why is it not at my airport,’” said Miller. For many that make use of the service, he added that it has become a part of their travel routine. Therein lies both the opportunity and the challenge, said Miller. Making the project more accessible at several points across a travelers’ movements will be one of the company’s important challenges moving forward, he said. “The third thing is, we are very tuned into what is going on with onboard Wi-Fi and we believe onboard Wi-Fi is going to have a very big impact on the in-airport experience,” said Miller. When a passenger is able to easily access Internet service in the air, it naturally becomes a tool to arrange for the purchase of goods and services once they reach the ground, Miller stressed. A passenger that has forgotten headphones should one day be able to order a set for pickup at the next airport. The same passenger, arriving late in the evening should also be able to one-day order a hotel room-service meal from the aircraft. All this advancement has Miller and Airside Mobile restless to move ahead. The company has been watching Washington move slowly ahead on advancing airport security technology and airlines make steps in pre-check. “Our eye is really toward building a platform for airport-oriented mobile applications,” said Miller.

In the cabin In the Washington suburb of Great Falls, Virginia, Air Meals has set up a corporate headquarters and is building relations with hopes of expansion beyond its three airline customers for the onboard service pre-buy platform. The company’s most recent airline addition has been Canada’s WestJet, which began the company’s pre-order meal program in

A new app for the executive flight attendant Switzerland based DeliSky works with airline caterers, hotels and gourmet restaurants around the world. Its new app for iPad and iPhone is designed to give executive jet flight attendants the tools they need to transform downtime into a productive period as they plan meals for the next executive jet flight. The new app was introduced at the EBACE business jet trade show in Europe this year. With it, flight attendants can have ‘round the clock access to DeliSky’s inflight catering providers at 120 airports around the world. Since the launch, DeliSky now handles approximately 10% of its meal orders off the app, which works off the Apple IOS operating system found on iPads and iPhones. To develop the app, DeliSky researched what types of devices flight attendants use when on the move. Sascha Gassmann, Managing Director of DeliSky, said more than 30 business jet companies now use the mobile service. The company maintains and web-based ordering system for handling most of its business. With the app, flight attendants can create, save and send catering orders, working off menus, selecting courses and adding packaging instructions and delivery times. Though flight attendants normally place orders anywhere from 24 to 36 hours before a business jet flight, Gassmann said charters are often booked on shorter notice, and executive jet suppliers can commonly handle orders placed from six to 12 hours before a flight though some can possible supply a charter jet within two to three hours if they are near enough to the airport.  |  PAX INTERNATIONAL  |  11


the summer of 2012. With major carrier’s Delta Air Line and US Airways now well past the trial stages for the pre-buy program, Air Meals can safely say that its system is becoming part of an expanding segment of the travel catering industry, providing passengers meals on trans-continental routes and international routes in both directions. The company supplies the working parts for the DineUp program on Delta and the DineFresh program on US Airways. On WestJet, the service is primarily a supplement to the carrier’s buy-on-board program. Since its launch in Canada, WestJet has expanded its pre-buy program from just Toronto to what will be eight departure cities by September. Mark Allen, Vice President of Business Development and Operations at Air Meals has been gratified with the success of the small startup venture, formed by a group of graduate student friends from Babson College near Boston. “We are thrilled to have had the success we have had in the past year,” Allen tells PAX International. Since the launch, he said the company has added capability to a system that is already designed for use in a number of applications, from aircraft cabin ordering, tax and from crew meals to duty free sales. US Airways sells its DineFresh meals to economy class passengers on routes in the United States and overseas. It has given Air Meals the opportunity to work with airline caterers large and small to adapt the service to a wide variety of scenarios. The company has been able to make the program work at airports as far-flung as Tel Aviv and Brazil. “Current airlines have realized the promises of incremental revenue generation, cutting of food costs and waste, done with minimal upfront expense and a deployment to market in a handful of weeks,” said Allen. For Delta’s DineUp, a number of fresh menus are offered online to the passenger on 48 hours notice. Card members who book the meals with the carrier’s American Express card can get a 20% discount. US Airways offers a similar discount, but can handle meal a meal order 24 hours in advance. WestJet began the service by offering a selection of fresh sandwiches, cheese trays and Lindt chocolates available at a cost of C$6 on 48 hours notice.

An industry breakout With companies such as these anxious to move ahead with development and with operation size that can work easily and flexibly with airline customers, planners in their boardrooms are envisioning advancement in both the near and long-term. Both Airside Mobile and Air Meals stated that they are hoping to very soon be part of some major announcements, though neither would reveal what they are. “We are on a precipice of this being very commonplace,” said Air Meals’ Mark Allen. “Before too long, I think we’ll be able to see in reality, any number of vendors to the back of the cabin.” Airside Mobile’s Miller compared acceptance of the B4 You Board application to the advancement of Smart Carte trolleys at airports in the United States – something that become widely available becomes part of a traveler’s routine. “That is where we think mobile is going to end up,” he said. “That more and more of the pieces of the travel experience become accessible on mobile, we think it is going to be kind of a geometric growth rate.”


New card makes debut through GuestLogix on China Southern GuestLogix Inc, will deploy its onboard retail technology platform, including point of sale (POS) handheld devices to accept the China UnionPay bank card onboard China Southern Airlines, the Toronto-based company announced recently. GuestLogix’ solution will allow passengers to purchase seat upgrades while onboard China Southern aircraft. It also marks the start of the China UnionPay card acceptance in an inflight environment. “Our focused efforts in Asia Pacific are truly paying off as we welcome China’s largest airline – the fifth largest airline in the world – into our customer base,” said Brett Proud, President & CEO of GuestLogix. “As the market leader in Asia Pacific, China Southern is carving its own path, staying true to its reputation as an innovator in terms of both technology and customer service. We are thrilled to assist China Southern with its unique inflight seat upgrade offerings, by enabling the offline acceptance of China UnionPay cards on international long-haul routes for the very first time in the industry.” GuestLogix’ PCI-compliant handheld POS devices will be deployed for the acceptance of China UnionPay bank cards for the purchase of inflight seat upgrades. In collaboration with China UnionPay and China Merchant Bank, GuestLogix will support China Southern’s payment processing of accepted cards onboard. “With ongoing commitment to the philosophy of ‘starting from customer experience and valuing every service opportunity’, we constantly provide the experiences that exceed our passengers’ expectations,” said Zhou Junbao, General Manager Marketing, Commercial Steering Committee of China Southern Airlines. “As an airline known for putting our customers first, we are pleased to be adding inflight seat upgrades to our repertoire of offerings that will enhance the inflight experience for our passengers. By joining forces with leaders in onboard retail and payment technology, we are able to provide this exciting new luxury onboard our flights.” China Southern operates service to more than 193 destinations in 35 countries and regions worldwide, with a strong emphasis on flights within China and Asia, and international service to Europe, North America, Australia and Africa.

China Southern will debut the GuestLogix technology as well as the China UnionPay card for inflight service




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ver the decades, many companies have come and gone within this industry. But those that are fortunate enough to be recognized as seasoned veterans know all too well that in order to flourish and become successful in this competitive marketplace, innovation is key. Any ambitious newcomer will learn quickly that establishing a presence and building a strong customer base is a never-ending challenge; between tight profit margins – for suppliers and airlines alike. Struggling to make a name in an industry with as many ups and down as commercial aviation compounds the challenge. It is imperative to have a unique product that can meet the needs of an airline, time and time again.

It’s tea time It was about 10 years ago when Laurance Milner realized there was a void in the tea-drinking world: no tasty cookie existed that could be that paired perfectly with his morning or afternoon cup of tea. Instead, only coffee-oriented Italian style biscotti was available. What started out as an observation, quickly turned into a full-fledged business and not long after, Milner’s company, BISCOTTEA Baking Co. was born. With headquarters in Seattle and with bakeries in Scotland and the U.S., BISCOTTEA sells millions of pieces of its specialty shortbread baked with actual tea, to more than a dozen countries. “Last year was our strongest year to date and we are very proud to have been recognized twice by the Scottish food industry – in the home of shortbread – with an award for innovation, and BISCOTTEA was runner up in our category at the 2012 Scottish Food and Drink Excellence Awards,” said Milner. BISCOT TEA and its c omp anion range, BIS*COFFEE are baked with organic and all-natural ingredients. They combine the richness of a traditional Scottish shortbread recipe with healthy attributes, Milner said. “We try to use organic and fair-traded tea and coffees whenever available and we offer only completely non-GMO, all natural products,” he told An offering from BISCOTTEA’s new PAX International. Savoury Shortbread collection 14  |  PAX INTERNATIONAL  |  JULY/AUGUST 2013

A handful of companies share their story of success and how they’ve managed to thrive in a market that is rapidly evolving and always changing by Lauren Brunetti Tea consumption has grown rapidly over the last decade, Milner said, and since many new styles of teas from around the world are becoming more main stream for consumers, BISCOTTEA decided to develop a range of shortbread to easily match each flavor. For instance, there is the Earl Grey Shortbread - for classic black tea pairing, Mint Tea Shortbread - for caffeine free late evening teatime, and more. For coffee drinkers, there is BIS*COFFEE, made with fair-traded coffee baked into a square shaped snack. “On the coffee side, our Seattle roots have helped us understand modern coffee trends so our espresso, mocha and cappuccino shortbreads offer great pairing opportunities,” Milner explained. After initial success in the retail market, BISCOTTEA decided to break into the travel catering industry a couple of years ago by producing a 20g shortbread square, which has been available on Alaska Airlines and US Airways, and on Qantas from the U.S. West Coast outbound. Last year the company’s Scottish bakery supplied American Airlines with its Mint Tea shortbread on their inbound flights from London Heathrow to the United States. “Our goal and our motivation is to continue to innovate, but stay true to our original premise of taking traditional products like shortbread and giving them a contemporary relevance,” Milner told PAX International. In August, BISCOTTEA will be launching their BISCOTTEA Savoury Shortbread Collection, composed of five unique flavor combinations ideal for appetizer, cheese platter and snacking platforms. On the coffee side, Bis*Coffee will also be adding a range of shortbread made with Kona Coffee. “We have been fortunate to make contact with a dedicated producer in Hawaii and we are excited about this release this August, too,” Milner said.

Fun for Kids Based in Stockholm, specializes in developing products for children on the go; including unique toys, give-aways and speciality kids’ packs based on an airline’s brand values. “The idea for the company came to me and my partner, Anna-Karin Karlqvist, when we were out travelling with our children during longhaul trips; the toys the children received on the plane, boat or train were often hastily put together, boring, a bit strange and weren’t really worth playing with,” explains Ann-Christine Redving, Sales Manager and one of the creators of “We started to think about how the toys we received affected all of us; the worse the toys were, the less prioritized we felt as families with children. We then came up with loads of ideas for activities and toys that we knew our children (and indeed we as parents) would appreciate during the journey.”

SUPPLIER REPORT was products is made with superior quality – which is the foundation born from this research for the company. “Superior Quality is one of Birch & Waite’s core specializes in and experience, and values and something we live and breathe every day. We strive developing products to go that extra mile when we are developing new products to for children on-the-go almost immediately the company received their make sure our products are innovative that stand out from the first order from SJ (Swed- rest,” added Kristen McKinstry, Birch & Waite’s Marketing Manager. ish State Railway). And though their products can primarily be found throughout “If kids sit for a long Australia, the attractive Asian and Middle Eastern markets are a main period of time, doing focus for Birch & Waite when it comes to their plans for expansion. the same thing over and “We are establishing key strategic partnerships with a wide range over, they will get bored of airline partners in these areas - as we want to be able to work and restless. If kids are closely with them, and assist in building their menu so they can unhappy, their parents, deliver a quality end product to their passengers every time,” fellow passengers and McKinstry explained crew are also unhappy. That is why there is always a need for different types of activities for kid’s on-the-go. A well-composed activity Leading the way kit, toy or game will always be popular. It will keep the kids occupied With 20 years of airline industry experience, Linstol has supplied more and it can even be used again and kept afterwards Also, it will reflect than 150 airlines with cost efficient products, inventory management, the airlines goodwill and hospitality,” said Redving, who also added forecasting, and complete concept solutions. that today’s passenger equals tomorrows customer. Peter Woolhouse established Linstol in 1993 with the aim to supply Now, the company’s most popular onboard toys include: ‘create the airlines with the best possible quality/cost combination for paswith stickers,’ where children can complete picture puzzles and can senger cabin related products. At the present time, Woolhouse acts build an imaginary world using stickers, and ‘activity books,’ that as the company’s Chairman and during the last eight years, Linstol Redving says are well designed with passion, humor and color. has increased the ownership with Ole Bek, President, Mark Russell, For seven years, has been creating, designing and Vice President of Linstol US and Kevin Peat, Managing Director of supplying activity toys for Finnair’s domestic, European and long-haul Linstol UK. flights. “When we create toys, we always consider the length of the With this new unit ownership structure, Linstol is now capable flight as well as the importance of the variety of activities,” Redving of offering airlines a direct communication with decision makers. In told PAX International. The company is also working with Malmö return, airlines can therefore expect a speedy, and quality, reply to Aviation, Novair, Finnair, Livingstone Air, and other customers in any inquires, explains Bek. the transport sector. “During the 20 years in business, Linstol has developed a deep has made it a company mission to offer products knowledge of the airline industry and is well positioned to understand at a lower price point, in an effort to suit every budget in the airline airlines requirements and develop cost efficient solutions in close world. As a result, the company can proudly offer toys for less than cooperation with airlines,” he told PAX International. half a Euro each. “Our airline customers (even budget airlines) Headsets are a strong part of Linstol’s product offering and for are convinced of the importance of giving their young passengers good reason; Linstol is considered to be the airline industry’s leadsomething fun and instructive to do, to enhance their (and their ing supplier of Economy, Business and First Class headsets, Bek said. parents’) travel experience. In such times, you have to be even more Linstol’s product range also includes plastic cutlery and cups, paper creative and push down prices without affecting the quality of the cups, air sickness bags, blankets, cotton towels, amenity kits, aircraft design or product.” models and gift items. The Linstol business model is quite simple; the vision is to be airlines preferred supplier of passenger cabin related products by Eastward and upward offering the industry’s most attractive quality-price combination. In With just two directors, Australia-based Birch & Waite originally started out as a small boutique manufacturer of pates and pies for order to archive this vision, Linstol operates with a low cost company high-end retailers nearly 20 years ago. Over time, this lead to sup- structure that requires fewer margins than most competitors leading plying specialty dressings to Qantas and as a result of this initial to a reduced unit cost for the airline. At the APEX exhibition in Anaheim, Linstol will launch five new relationship, an ongoing affiliation began with other big players products, which will include two low cost earbuds and three very within the airline industry as well. “Our directors saw a gap in the airline market for supplying attractive designed noise cancellation headsets. gourmet products,” explains Barton Beverley-Smith, National Sales Manager at Birch & Waite. “This relationship with the airlines grew, particularly with Qantas, where at one stage we supplied more than 500 different products.” Headsets are a Lately, business is growing at a rapid rate for Birch & Waite and strong part of Linstol’s product the company is experiencing a successful incline for their dressings, offering sauces, mayonnaises, mustards, salsas, dips, desserts and condiments. The company is currently working with Cathay Pacific, Korean Air, Qantas, Virgin, Thai Airways, Vietnam Airlines and Malaysia Airlines, as well as major airline caterers around the globe. Even though competition can be fierce, Birch & Waite stays one step ahead by always making sure that each and every one of their  |  PAX INTERNATIONAL  |  15

ifsa agenda The Anaheim Convention Center will be home to the new, integrated APEX/IFSA Expo

A new integration Visitors to this year’s APEX/IFSA Expo will notice immediate benefit from the new event format between the two groups.


housands of aviation professionals from the Airline Passenger Experience Association (APEX) and the International Flight Services Association (IFSA) who represent more than 120 airlines and more than 250 vendors from dozens of industries ranging from IFE to catering will be attending this fall’s APEX/IFSA EXPO. The APEX/IFSA EXPO will be held September 9-12 at the Anaheim Convention Center in Anaheim, California. In previous years, the event was held as two separate shows, made up of the APEX EXPO and the neighboring IFSA Annual Conference & Exhibition. This year, the shows will be fully integrated to encompass every aspect of the passenger experience – comfort, ambience, multimedia and services – designed to give airlines and service providers even more access to the companies that are crucial business partners in this industry. “The APEX/IFSA EXPO will offer attendees multiple opportunities to network with key decision makers in one convenient place,” said Jim Fowler, Executive Director for IFSA. “This show is a costeffective way for airlines and partners to maximize their time and gain a competitive edge.” The APEX/IFSA EXPO will offer the visitor exclusive access to experts and decision-makers from around the world committed to elevating the level of the airline passenger experience. It is the industry’s four-day premier event featuring top-notch educational sessions and the latest and most comprehensive display of airline related technologies, products and services.

Education During the educational sessions on Monday, September 9, industry leaders will share their knowledge on issues related to enhancing the overall passenger experience. Session speakers include: Dean Hallett – Chief Financial Officer and Executive Vice President of 16  |  PAX INTERNATIONAL  |  JULY/AUGUST 2013

Operations & Strategy, Fox (the event’s keynote speaker); Christian Charnaux, Vice President, Global Brands Strategy, Hilton Worldwide; Mark Hiller, CEO of Recaro; and Devin Liddell, Principal Brand Strategist, TEAGUE. Concurrent breakout sessions will cover specific issues to meet member needs in the core areas of comfort & ambiance, multimedia and services.

Networking The APEX/IFSA EXPO is designed to build business relationships and strengthen partnerships. Visitors can plan to meet colleagues and airline industry professionals from around the world at special networking events during the EXPO. They include: a Welcome Reception from 1730-1900 on Sunday, September 8 at the Hilton Anaheim Lanai Deck; an Awards Ceremony from 1745-1915 on Monday, September 9 at the Anaheim Convention Center (Sponsored in part by Post Modern Group); and a Social Networking Event from 1930-2230 Wednesday, September 11 at the Disney California Adventure® (Sponsored in part by Walt Disney Studios Non-Theatrical, Gogo, CineSky Pictures, Harvey Alpert & Company and The Coca-Cola Company). Various lunch and breakfast events will be held throughout the event for attendees.

Tradeshow With the integration of the event, visitors can easily explore airline related products and services from around the world showcased at the upcoming EXPO. During the APEX/IFSA EXPO will be the airline industry’s foremost tradeshow with more than 250 exhibitors. A large crowd of airline executives since APEX and IFSA airline members attend for free. Added flexibility with a free flow between the APEX and IFSA tradeshow halls and extended hours in the exhibit hall were added so visitors could have more time for meetings.


Next Stop:

Anaheim PAX International highlights a handful of exhibitors that are not to be missed at this year’s upcoming IFSA and APEX Expo in September by Lauren Brunetti The finest quality stainless steel products Company: Sola Airline Cutlery B.V. Founded in 1868 by the Gerritsen family in The Netherlands, Sola is a privately owned company that has developed into a well known and trusted international cutlery brand. The airline section of Sola has built up an excellent reputation for providing quality steel products in all required designs, volumes and quality. With our wide range of cutlery and hollowware available, we aim to enhance the dining experience by simply adding a touch of elegance. Sola has proven to be successful in creating new designs which can be supplied world-wide in any volume required. Sola Airline Cutlery B.V consists of a team of experienced staff, who take care of any of your questions and requirements from start of the process till final delivery. At the present time, we supply to 70 airlines worldwide, most of them for longer than 10 years already. We highly value the business we get from our existing clients and we always seek new business on a continuing basis. Visit Sola at IFSA: booth #314P

Inflight product specialist for over 18 years Company: ZIBO RAINBOW ZIBO RAINBOW Airline Appliance Co., Ltd is a manufacturer that specializes in in-flight products for nearly 18 years. Since its creation, ZIBO RAINBOW always adheres to excellence and improvement in quality. After years of effort and hard work, ZIBO RAINBOW has won a good fame due to fine quality products and high quality service. Now, it has developed into a group of companies which includes textile, printing and packaging industries. The main products of ZIBO RAINBOW include towels, sleeper suit, blanket, headrest cover, pillowcase, first and business class amenity kit and toiletry, airsickness bag, non-skid tray-mat, napkin, paper cup, plastic products, porcelain and stainless steel dish-ware. ZIBO RAINBOW insists on the quality of its products. Quality control starts from raw materials inspection and reaches the details of each production process. For major raw materials, they opt for global sourcing. Some of the major raw materials are imported from France, Australia, Taiwan, India and Pakistan. Visit ZIBO RAINBOW at IFSA: booth #136

A tasteful choice company Company: PARTNERS The PARTNERS story began in 1992 when Marian Harris realized the handmade crackers she made to accompany her homemade soups and salads were a hit. Shortly after retiring from the restaurant business, she perfected her recipes, bagged her creations, and hit the streets. She depended on the taste and quality of her all natural gourmet crackers to earn the trust and respect of her customers, and 21 years later, PARTNERS is still going strong by following the same tried and true philosophy of bringing taste and quality to the marketplace. When the business took off, Marian soon recruited her son, Greg Maestretti, and daughter Cara Figgins to keep up with the growth. The three of them still run the company today and Marian is still creating new recipes and perfecting old favorites. The company now employs over 85 people in a 100,000 square foot eco-friendly facility outside of Seattle. PARTNERS offers seven different tasteful choice brands with more than 40 varieties of crackers, cookies and granola, including organic, low-fat, and now gluten-free options. PARTNERS’ award-winning products are sold in all 50 states and around the world. Through it all, Marian, Cara and Greg have remained committed to sourcing high quality, all-natural ingredients, and when they can’t find just exactly what they want, they make it themselves. Visit PARTNERS at IFSA: booth #226


APEX/IFSA PREVIEW Developing creative, customized and low cost solutions Company: Linstol Linstol was established in 1993 with the aim to supply the airlines with the best possible quality/cost combination for passenger cabin related products. The company’s vision is as follows: “To be the airlines preferred supplier for passenger cabin related products.” Linstol’s European sales office is located in London, UK and the US sales office is located in Naples, FL. With 20 years of airline industry experience we have supplied more than 150 airlines with cost efficient products, inventory management, forecasting, and complete concept solutions. Linstol makes it their mission to supply the airline industry with the most attractive price-quality combination for passenger cabin related products by: Developing creative, customized and low cost solutions in close cooperation with the airlines, in addition to the airlines having direct communication with the Linstol Management Team. The Linstol Management Team conducts onsite quality control at all production facilities. Quality Control Team inspects all products prior to delivery based on pre-agreed Quality Control standards. Visit Linstol at APEX: booth #200

Organic and all-natural shortbread Company: BISCOTTEA Baking Co. This fall, BISCOTTEA Baking Co. will be introducing three new product ranges, all with the travel and hospitality industry in mind: BISCOTTEA “Savoury Shortbread Collection:” The range is comprised of five unique flavor combinations ideal for appetizer, cheese platter and snacking platforms: Blue Cheese and Black Pepper, Spinach and Nutmeg, Rosemary and Red Chili, Roasted Onion and Jalapeno and Smoky Sea Salt. These savoury-sweet biscuits bridge both the cracker and biscuit categories, making them truly versatile for onboard service. On the coffee side, the company’s BIS*COFFEE range will be adding a delicious shortbread made with 100% Kona Coffee. BISCOTTEA Baking Co. has contracted with a dedicated producer in Hawaii and is excited about this release, giving passengers to and from Hawaii a taste of the islands that they will cherish. Also, BISCOTTEA’s elegant Pink Rose Tea Shortbread, “RAISE YOUR PINKY,” is baked with real Organic Rose petals. This will be available in October, to help increase awareness of the fight against Breast Cancer. The company will contribute a percentage of sales to Breast Cancer Research. Visit BISCOTTEA at IFSA: booth #408  |  PAX INTERNATIONAL  |  19


An American standard The legacy of a design family lives on in American’s amenity bags, as the airline nears the third year since major overhaul of its inflight product on international flights by RICK LUNDSTROM


n September 2011, American Airlines unveiled the new elements of a substantial investment in its premium cabin in the form of comfort items that touched nearly every part of the passenger experience on its international flights. Premium duvets, pillows and slippers, and sleeper suits cloaked passengers in First and Business Class in comfort. One month into the launch, flight attendants began offering a turndown service that would help passengers settle in to enjoy what the airline called “a cutting-edge inflight experience” aboard its 777-200ERs and 777-300ERs. Waiting on the seats for those passengers boarding for an international flight was an amenity bag that reflected the airline’s home country in more ways than one. Inside the First Class bag was a selection of lotions and potions from American company Dermalogica®. On the outside, the bag was, and still is, trimmed in a fanciful dot pattern that is the legacy of a husband and wife team whose reputation is etched in mid-Century design history. The Eames Office® design pattern is now entering its third year on American Airlines, but has lived longer as displays at major art museums in New York. With the latest

incarnation, passengers can leave the aircraft with a functional bag shaped to fit tablet devices in a case festooned with an elegant nod to Ray and Charles Eames to go with whatever memories and experiences they had on their trip. Pulling the project together were planners from American and WESSCO International, based in Los Angeles, where the Eames family lived in a house that is now filled with the pair’s belongings and is being lovingly preserved for the centuries. Amid all the style, American also has practical reasons the latest generation of the amenity bag. Recently, the airline launched its first 777-300ER with full connectivity and Wi-Fi capabilities. “To build on that, and to kind of bring attention to this amazing benefit that the aircraft offers our customers, we wanted to design our next amenity kit around something that would be useful for them and also kind of drive the message home that whether you bring an iPad or Samsung tablet or a laptop on board, you can stay connected,” said Brady Byrnes, Manager of Design at American Airlines. The program began in a standard enough way. Byrnes said American put out a regular

Amenity kits and other features of American Airlines’ First Class


bid to several companies with a general description of what the airline was looking for. American selected WESSCO, which put together a pouch style bag with the Eames Office® dot pattern vertically down the middle and fashioned into the zipper pull. “It was really well received and we knew we wanted to stick with the Dot/Office pattern because it was pretty iconic,” said Byrnes. “It’s an American designer and we are obviously an American company.” The idea of bringing together a longestablished U.S. airline and a family of American designers was what WESSCO took to American Airlines when pitching the idea, said Anita Gittelson, Executive Vice President at WESSCO. “We tried to do something that was never done before,” she said. “American Airlines is an iconic American carrier. What if we tied it in with an iconic American designer, and that would be the image of the bag?” Since the launch, the bags have gone through two changes. A small dot pattern has been enlarged and arranged in a new composition. And the bag is now sized to have a second life as a case for a tablet device. For now, American Airlines plans to stick with the products and the Eames Dot/Office

airlines design. Merger plans with US Airways have the attention of every department at American. A few color changes to refresh the look are all that is planned. Whatever the future holds for the program, Byrnes said the goodwill earned by the airline and the value the partnerships have brought to its customer experience has been seen in tangible ways.

A design family Charles and Ray Eames made their mark in American design creating the look and function for products that people used day in and day out. They were also enthusiastic travelers. Thus the addition of a design bearing their name aboard a global airline would make the pair happy, said one of their descendants. The Eames name and vision can be found on designs of products as commonplace as coffee cups, as elegant as fine home fabrics and in a comfortable chair and ottoman that was part of the WESSCO International stand at World Travel Catering and Onboard Services Expo in Hamburg this spring and a few of the airport lounges of American Airlines. The pair’s furniture designs can be found in the Museum of Modern Art and the Library of Congress. Beyond architecture and design, the Eames’s were also involved, painting, photography and filmmaking, producing film shorts like Powers of 10 and Toccata for Toy Trains. “Things you call aesthetic could also be in the realm of function,” said Eames Demetrios, a grandson carrying on the legacy of Charles and Ray. Demetrios spoke with PAX International as he prepared for a trip to Singapore. These days, the Eames Foundation is heavily involved in education, devoting its time to teaching children the properties of such esoteric subjects as concepts of scale. “Scale is the new geography,” said Demetrios. The family is also looking to preserve the iconic Eames house in Los Angeles, thinking long-term and keeping the home relevant for generations 250 years out. “Charles and Ray had this blend of vision and pragmatism,” said daughter Lucia Eames in a description of the family home. “I think the foundation represents the pragmatic part – it’s the physical object, the place where they created their visions.”

A TASTE OF FIRST CLASS Our meal solutions include a delicious range of portion sized dressings, desserts and accompaniments. All are made in Australia from premium ingredients and are the perfect accompaniment to enhancing your in-flight meals Contact us for more information on our Foodservice solutions: +61 2 8668 8000

A walk through the airy Eames house with Eames Demetrios in Pacific Palisades

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safEty videos

Out of the box briefings Airline safety films have taken a new turn in recent years, and companies that work with carriers say the possibility exists for the clips to carry more than the necessary message of safety first by RICK LUNDSTROM and lauren brunetti


he idea of producing a pre-takeoff video that carried with it a message of anything other than the important safety features of an aircraft must have at one time seemed like a step too far for many. For decades, safety briefings were delivered to passengers by disembodied voices over aircraft speakers and flight attendants standing in the aisles at what closely resembled military-style attention. A justthe-facts narrative was repeated with only minor changes from one airline to another. Even those who didn’t understand the language could know what was being said. With the advancement of inflight entertainment, a few of videos began to make it to the aircraft screens. A few more characters were added to the production, but its central message remained pretty much the same. Elsewhere the safety message was getting similar treatment. In the seatback, the required safety-briefing card was being regulated to the point where it was strongly suggested that airlines refrain from using too much color, and were directed to add hues only to areas that required stressing. As is the way of human nature, passengers tuned out. Almost as

Delta Air Lines Safety Video


if it were only a matter of time, a couple of airlines decided to break the mold. The efforts of Air New Zealand, and more recently Delta Air Lines to inject a bit of lighter treatment has earned the attention of industry watchers and the travel journalism community. Most importantly the short videos have gotten the attention of passengers, for whose safety the airline is responsible. One needs to look no further than YouTube to find the Hobbitthemed safety films of Air New Zealand and the wry humor found in the Delta video to see the evolution. Companies that work with the airlines to make the videos say the online attention to the clips has been marketing gold and the need to keep the videos fresh leads to more than just a stressed message of safety. “Obviously, the safety instructions are always paramount,” said Rouba Korfali, Head of Production at IFE Services, a supplier for cabin safety videos since 1999. “And the recent films by Delta and Air New Zealand have done a great job of ensuring that this is the case, whilst at the same time generating a larger amount of publicity.” The Delta video got two thumbs up from other corners as well. Michael O’Toole, a contributor for Forbes magazine gushed over the

An Unexpected Briefing on Air New Zealand

safEty videos Delta video in an April story on his inflight A movie still from Aircalin’s 3D animated safety video, produced by the Interact Creative team experience. “The thing that you never, ever pay attention to is making people smile,” he said. In June Air New Zealand’s Hobbit-themed video, entitled An Unexpected Briefing received a Digital Innovation Asia Award. IFE Service, based in the United Kingdom, employs a number of techniques. Scripts are produced hand in hand with airline customers. In the case of any animated video, the product is often left in the hands of 2D and 3D animators who take characters that have been painstakingly created with proper skin and hair colors, and clothing to put out a product that is completed within time and budget. The company’s most recent safety video project is with Iberia Airlines. In May, IFE Services produced a new safety film for Iberia’s fleet of A330s. The safety film features the characters ‘Gustavo’ and ‘Andrea’ – previously seen in the animated cabin crew training videos that IFE Services has been producing for Iberia. The safety film has been produced with both English and Castilian Spanish voiceovers with subtitles included. IFE Services has been Iberia’s IFE content service provider for two decades. The company supplies Iberia with movies, TV shows and audio. Korfali said Iberia approached IFE Services with a completed script by its marketing team and with regulatory approval. “With the script ready, we were able to propose scenes and draw up a storyboard, giving the client an early indication of the overall film,” she said. IFE Services has done similar videos for XL Airways and Cyprus Airways, adding appealing characters to help bring Throughout 2012, Interact worked closely with Aircalin on the the message to passengers. A film the company produced for Vueling used 2D sketch animation with safety instructions portrayed through production of their safety video, safety card, and several instructional videos. This project came about as Aircalin was planning to launch a conversation between two passengers. Korfali confirmed that the current trend is to incorporate live their retro-fitted aircraft with new cabin upgrades, new seats and a action into safety videos, but the style and approaches by airlines have new Panasonic AVOD IFEC system. Interact’s creative team drew inspiration from the various ethnic been widely varied. Technology advancement has also allowed highgroups that make up Aircalin’s passengers, including French, Japadefinition equipment to be used in a much more cost effective way. Where the airline faces challenges is keeping the product fresh. nese, and the local Kanak people. Interact worked closely with the Korfali said videos with more standard live action have a shorter airline to help incorporate Aircalin’s brand personality within each shelf life. Clothing and hairstyles change along with aircraft interiors. element of the project. “For us, the most important aspects of our safety videos are the Combining elements of live action and 3D graphics avoids costly aircraft grounding for long periods and gives the production a more demonstration of how to use seat belts, oxygen masks and life jackets serious tone that many carriers seek. The more modern the graphic and the action of the brace position,” said Michaela Bolzan, Interact’s elements, the more likely today’s tech-savvy travelers will feel they Creative Director. “In an emergency situation, the implementation of some or all of these elements can save lives, and this is ultimately have been both informed and entertained. “A safety film will always remain a necessity for an airline,” said what we are trying to achieve with this piece of media.” For each project, Interact works in close consultation with each Korfali. “And without having to spend a huge amount of money, if airline’s safety departments throughout the entire production proused wisely, it can serve a broader purpose than demonstrating the cess, and they also insist that the airline obtains approval from their safety instructions.” With the company’s creative team being a mix of both airline and national regulatory body at key milestones during the production entertainment industry professionals, it’s no wonder that Interact’s process, Bolzan said “Safety videos have now been around for a number of years. As custom production work has not only won a number of airline industry awards, but it has also been recognized with several highly a result, passengers can become blasé and think they know what to do in an emergency, and will stop watching. So, as video producers, prestigious film and video awards as well. Headquartered in the IFEC hub of Orange County, California, we need to find new and creative ways of getting people to watch the Interact, a creative content service provider, offers in-flight entertain- videos, but at the same time these techniques shouldn’t detract from the important safety messages.” ment solutions to airlines around the globe.  |  PAX INTERNATIONAL  |  23

what’s hot!


HOT! Advanced sound performance

Company Name: Linstol Company Location: Naples, FL Description of Product: Linstol introduces its latest small and light weight earbud model. The PE-90 is designed with an air-tube feature, providing advanced sound performance. The design provides a comfortable and secure fit for long periods of wear and it’s also equipped with soft silicone earpieces, providing great noise reduction. This product is available in a variety of colors and can be manufactured to the airlines technical specifications.

Delicious ice cream and sorbet

Powerhouse of nutrition

Company Name: The Hoffman Group Company Location: Seattle, WA Description of Product: New from The Hoffman Group and Earnest Eats: Hot & Fit Cereal Cups. Packaged in colorful, re-sealable cups, this delicious oatmeal is inspired by cultures, tradition and knowledge gathered from around the globe. This product proudly combines superfood grains – whole oats, amaranth and quinoa – plus fruits nuts and seeds including almonds, mango, cranberries, cocoa and cashews for a powerhouse of nutrition, energy and flavor. Just add hot water, steep for a few minutes…and you will then have a satisfying, all natural hot breakfast in a cup.

First impressions are everything

Company Name: Global Inflight Products Company Location: Redmond, WA Description of Product: Airlines can get more innovative and modern by presenting their first course with the outstanding shapes and lines of Global Inflight Products’ trendy porcelain offerings, which will help serve a memorable meal to all passengers. G.I.P. takes pride in supplying the airline industry with custom-designed products that save their customers time and money.


Dressed for success

Company Name: Purbeck Ice Cream Company Location: Dorset, UK Description: Purbeck Ice Cream is celebrating 25 years making entirely natural, multi award winning ice creams and sorbets. Made on the farm, Purbeck Ice Cream is made with fresh milk, Dorset cream and only the very best natural ingredients, with no artificial additives, GMOs, added colors or nuts. Everything is also gluten free, vegetarian and Halal accredited - giving confidence and peace of mind to enjoy the very best. Purbeck Ice Cream is available in individual sizes with spoon lid tubs, retail and catering sizes as well.

Company Name: Birch & Waite Company Location: Marrickville, Australia Description of Product: Australian manufacturer Birch & Waite Foods creates a range of chef style dressings that are ready to dress your inflight meals. The company’s Thousand Island Dressing blends a creamy tomato base with subtle hints of citrus and spice. These tangy flavours will help liven up every inflight meal.

what’s hot! New amenity kits for Eva Air

Company Name: FORMIA Company Location: Kowloon, Hong Kong Description of Product: From mid-2013 FORMIA will supply specially designed, high quality branded amenity kits for Eva Air’s Elite and Royal Laurel classes. The Elite kit will consist of a high quality microfiber pouch, containing a THANN lip balm and a branded dental set. The attractive, durable pouch is suitable for a number of uses post-flight. Royal Laurel class passengers will be presented with a RIMOWA branded hard shell case, which will contain a variety of products from the Thai cosmetic and lifestyle brand HARNN, including their Cymbopogon body soufflé and Ultra Lip treatment.

The perfect companion for tea

Coolike refreshment towels

Company Name: Coolike Regnery Company Location: Bensheim, Germany Description of Product: The manufacturers of the original Coolike refreshment towels, well-known from the onboard service of numerous international airlines, have created two brand new scents, Coconut, which offers an exotic holiday feeling and Creamy, an elegant scent that will remind passengers of a fresh shower. The range now offers ten different fragrances to choose from in total.

Compact earbuds

Company Name: InflightDirect Company Location: Rhode Island, USA Description of Product: InflightDirect is pleased to introduce their new Active Noise Cancellation headphones - model ID-ANC98EB. The new headphones offer a compact earbud style that is offered to customers in a small, hard case, to protect the headphones while traveling; this prolongs the life of the headphones and offers inside pockets for accessories such as airline adaptors and spare battery.

Company Name: BISCOTTEA Baking Co. Company Location: Seattle, WA Description of Product: BISCOTTEA and its companion range, Bis*Coffee is baked with organic and all-natural tea and coffee ingredients. Each square combines the richness of a traditional Scottish shortbread recipe with healthy attributes. With headquarters in Seattle and in Scotland, BISCOTTEA proudly sells millions of pieces of their shortbread every year to over 16 countries around the globe.

Whether traveling by air, land, or sea...

All natural crackers perfect for healthy snacking on the go t us a Visit 2013 6 A IFS H #22 T BOO

PARTNERS, A Tasteful Choice Company • 800-632-7477 •  |  PAX INTERNATIONAL  |  25


Thirty-two receive scholarships from NBAA sponsors Sponsors in the National Business Aviation Association (NBAA) gave cash to 32 recipients of the 2013 Flight Attendants/Flight Technicians Scholarship. The students were recognized during the NBAA 18th Annual Flight Attendants/Flight Technicians Conference, June 20 to 22 in Washington, DC (see coverage, page 9). “The NBAA Flight Attendants/Flight Technicians Scholarship program is administered by NBAA and its Flight Attendants Committee, and was established to assist business aviation flight attendants/flight technicians in their roles as a crewmember aboard business aircraft,” said a release from NBAA. The 2013 scholarship sponsor names and award recipients are as follows: • Aircare FACTS Training – Savannah Lasecki; Vanessa Moore • Aramco Associated Company – Matthew Goodman • ASI Group – Annie Baione • Aviation Catering Consultants – Julie Kozma • Bombardier Aerospace – Patricia Hamrick • CAPS FlightCrew Training – Kyle Marsh; Kristina Conover • ConocoPhillips – Christina DePew • CornerStone Strategies – Clare Rybczynski • Corporate Flight Attendant Training by Susan Friedenberg – Kathleen Lisi; Chantal Gabaldon • The Corporate School of Etiquette (Advanced) – Tricia Scott • The Corporate School of Etiquette (Aircraft Service) – Jennifer White • Culinary Institute of America – Bridget Stoll • The Darden School of Business at the University of Virginia – Ronald Giannetti • Dassault Falcon Jet Corporation – Deborah Brodfeuhrer • Embry-Riddle Aeronautical University – Monique Anderson; Ahmed-Lasana Yusef • Flight Crews Unlimited Inc. – Carolyn Ellmaker • FlightSafety International (Recurrent) – Diane Davy • FlightSafety International (Initial) – Mark Jackson • FlightSafety International (General Emergency) – Carol Martin • HEB Grocery – Caroline Chamberlain • Jet Professionals, LLC – Brenda Woods • MedAire, Inc. – Debra Taylor, Erin Ivko; Rachel Thomas; Renee Mayer • Survival Systems USA, Inc. – John Vogt; Dove George • The Aviation Safety & Security Program, University of Southern California – Johanna Ford

c a l e n d a r 2013 International Flight Services Association Annual Conference and Exhibition, September 9-11, Anaheim, California, For more information Contact IFSA at (404) 252-3663, e-mail Airline Passenger Experience Association 2013 Annual Expo, September 9-12 Anaheim, California. For more information contact APEX at (212) 297 – 2177, Aircraft Interiors Expo Americas, October 1-3, Seattle, For more information contact: Customer Service at 203-840-5680 Aircraft E-Enablement Connectivity and IFE Conference, October 1-2, Park Inn Hotel at London Heathrow. For more information, all +44 1403 230 700 or contact Marine Hotel Association European Conference & Trade Show, November 5-7, Hotel Arts Barcelona. For more information, contact or call (415) 332-1903. International Travel Catering Association/SIAL Middle East Trade Show and Networking Forum, November 24-26, Abu Dhabi. For more information, go to

2014 Middle East Rail 2014, February 4-5, Dubai World Trade Centre, For more information, contact Terrapinn Middle East, 971 4440 2500 or Aircraft Interiors Expo and World Travel Catering and Onboard Services Expo, April 8-10, Hamburg Messe, For more information 
+44 (0) 208 271 2174 cruise3sixty, April 2-6, Broward County Convention Center, Fort Lauderdale. For more information, contact Nicole Dunbar, or call 949-457-1545

NBAA offers a number of other scholarships and programs. Learn more at the NBAA Scholarships page.

Enter now for the ITCA Mercury Awards The entry form for the International Travel Catering Association Mercury Awards 2012 is now live on the group’s website. All entries must be completed on line. Closing date for the 2012 entries is September 10. ITCA urges interested parties to place entries as early as possible –as the earlier entries can do so at a lower fee. Fully paid up ITCA members receive a discount on their entries. Like last year, the Awards will be presented at the ITCA Middle East event November 24-26 in Abu Dhabi. The following were winners of the 2011 Mercury Awards: Onboard Service........................................................................................ Etihad Airways Food and Beverage................................................................................... Green Gourmet Equipment....................................................................................................... Malton Inflight Environment and Sustainability .................................................. flydubai Systems and Development................................................................. flydubai Inspirations.................................................................................................... SriLankan Airlines 26  |  PAX INTERNATIONAL  |  JULY/AUGUST 2013

Ad v e r t i s e r ’ s I n de x Birch & Waite................................................. 21 DHL.................................................................. 15 Duty Free......................................................... 27 Linstol.............................................................. 19 LSG.................................................................. 28 Partners Crackers........................................... 25 Pax International...............................................7 Servair................................................................2

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