As the industry travels to Hamburg this month for the 2025 edition of the Aircraft Interiors Expo (AIX), this issue of PAX Tech is dedicated to the trends that are shaping cabin concepts of the future. From smart seating to strides in sustainability, industry experts examine the latest innovations, developments and challenges that are emerging in the aircraft interiors market.
Among the key trends is a growing emphasis on personalizing the passenger experience, but as Spafax’s Dimitrios Tsirangelos points out, the level and role of customization in the air is not yet the same as on the ground, with personalization targeting a general demographic rather than the individual at present.
“The fear of infringing on passenger privacy is understandable, but it doesn’t happen,” he says. “We work with airlines to create this balanced approach where engaging content, entertainment and brand sponsorships complement—rather than disrupt—the passenger experience.”
As airlines are seeking to personalize content for passengers, sup-
pliers are also striving to customize offerings for airline customers in a way that reflects the carrier’s unique brand identity. Gianluigi Mormile, Sales Manager, Geven tells PAX Tech in this issue, “Customization plays a pivotal role in enabling airlines to distinguish their cabin experiences in an increasingly competitive market.”
With last year’s AIX welcoming more than 12,000 attendees from around the world, including representatives from 166 airlines, AIX 2025 promises to build on last year’s momentum, particularly in the areas of sustainability and accessibility. Inside this issue, we highlight the latest products and initiatives from exhibitors such as FlightPath3D, Linstol and IFPL Group that are moving the industry forward in these areas through commitment to waste reduction, weight reduction and making air travel more inclusive.
Our team at PAX Tech is looking forward to reconnecting with you on the expo floor and delving deeper into the cabin concepts of the future to be unveiled in the coming week. See you in Hamburg!
Robynne Trueman Business Editor PAX Tech
CABIN EQUIPMENT
A look at how AirFi and IdeaNova are implementing layered security practices to protect digital data for airlines and passengers
Linstol’s Steve Wickham highlights the company’s partnership with Plastic Bank
Bucher highlights its latest expansion news and product enhancements that will be on display at AIX
Ola Häggfeldt, Chief Commercial Officer of CTT Systems, explains how optimal cabin humidity is key to transforming air travel 22 WHAT’S IN A NAME?
Meet the new DKA Aerospace in conversation with CEO King W. Lee, discussing the galley cart supplier’s rebrand and plans for AIX 2025
IFPL Group highlights its Transform Power System ahead of AIX 2025, with an emphasis on in-seat power scalability and sustainability
Dennis Markert explains how Astronics AES’ in-seat power systems regulate power consumption locally for the benefit of airlines and passengers
41 ON THE EDGE OF FUTURE-PROOFING
Niels Steenstrup, CEO, Thales InFlyt Experience, provides an update on how FlytEDGE will power the next-generation Delta Sync seatback experience
44 SET TO ASCEND
PAX Tech catches up with Panasonic’s Andy Masson to learn about the Icelandair partnership and the initial passenger response to Astrova
46 NOW IT’S PERSONAL
Spafax examines the potential for personalizing inflight ad content in line with its vision for seamless integration
48 CONTENT IS KING
IdeaNova CEO Juraj Siska explains why in the connected cabin, content is crucial when it comes to transforming the passenger experience
EVENTS
53 SHAPING THE FUTURE
AIX Event Director Archana Dharni tells PAX Tech what attendees, exhibitors and airlines can expect in Hamburg
54 PAX HONOURS EXCELLENCE
The PAX Readership Awards return to celebrate the achievements of the industry, as voted by loyal readers
Sales Manager Gianluigi Mormile explains how Geven helps airlines differentiate the cabin experience through custom
Industry experts examine how recent advancements in smart seating are redefining the passenger experience with new layers of comfort
38 CONNECTION IN THE CLOUDS
Laney Hind, Director of Airline Programs at Viasat, considers how to get the most out of inflight connectivity
Airbus is among the industry experts examining how recent advancements in smart seating are redefining the passenger experience on page 32.
Meet us at AIX in Hamburg from 8 –10 April 2025 Hall B5, Booth 5D60
Living
perfection down to the smallest detail
CONNECTIVITY
SES and Quvia partner to advance multi-orbit connectivity solutions
Luxembourg-based satellite communications company SES and Quvia, the AI-powered quality of experience (QoE) platform formerly known as Neuron, are partnering to advance SES’s multi-orbit connectivity solutions by enhancing network orchestration capabilities.
The companies are integrating SES’s Adaptive Resource Control (ARC) system with Quvia’s Grid and Network Capacity Controller (NCC) solutions to intelligently orchestrate SES’s multi-orbit services. NCC is the first solution to dynamically allocate satellite capacity across multiple customer endpoints.
The ARC, Grid and NCC systems will be able to communicate to analyze customer demand and respond dynamically, expanding capacity from SES’s satellite network. In addition, SES is deploying Quvia’s QoE analytics solutions to measure and monitor customer QoE. Quvia’s QoE scoring system includes network, application and usage metrics, and extends across antennas, routers and third-party systems to deliver an end-to-end view of QoE from the network core to the end-user.
“Our partnership with SES marks a leap forward in multi-orbit connectivity, redefining what’s possible for global networks,” said Benny Retnamony, Founder and CEO of Quvia. “By combining our expertise, we’re unlocking new levels of flexibility, reliability, and performance that directly enhance digital experiences for customers and the people who rely on their services.”
SUPPLIER
Ultrafabrics adds nine colours to Pearlized Collection
Tapis Corporation’s mill partner Ultrafabrics has launched nine new colours to its Pearlized Collection, coining it the Pearlized Refresh.
“Pearlized seamlessly blends comfort and performance with its timeless natural grain and delicate shimmer, offering both durability and sophistication. Each hue radiates a subtle glow, making Pearlized an ideal choice for those looking to add an elegant yet understated touch of luxury, even in busy, hightraffic environments,” Tapis said via LinkedIn.
The nine colours are Opal Dream, Lavender Agate, Golden Ore, Pink Quartz, Rose Pearl, Pure Silver, Beryl Green, Ruby Crush and Metallic Blue.
Ultrafabrics Pearlized Collection
SES and Quvia announce collaboration alongside Quvia’s recent rebrand
HEAR WONDERS
Linstol unveils the next generation of headphones, delivering unparalleled in-flight audio experience. We specialize in crafting bespoke solutions for our clients who prioritize the quality onboard.
WTCE Booth 4E30
Touch Inflight Solutions partners with SAS as airline joins SkyTeam
Scandinavian Airlines (SAS) has selected Touch Inflight Solutions (Touch) for its IFE solution as part of the airline’s next chapter with SkyTeam. The partnership supports SAS’s transformation, focusing on delivering a seamless, modern passenger experience while expanding its global reach.
As SAS takes advantage of its expanded network, Touch will work closely with the airline to implement an IFE content strategy that brings SAS’s vision to life onboard.
“We are thrilled to partner with SAS, collaborating to create a data-driven foundation that will redefine inflight engagement for their Scandinavian and global customers,” said André Valera, VP of Business Development at Conetic.
SAS’s Caroline Bergström, said, “We are very excited to start our collaboration with Touch that will help us take the inflight entertainment experience to the next level for the passengers of SAS. With the recognized experience and creativity that Touch brings to the table, we are confident that we will achieve great things together and we are looking forward to many years of good partnership.”
CONNECTIVITY
Aeromexico selects Viasat for IFC upgrades
Dreamliner fleet with Viasat connectivity
Viasat has announced it is expanding its long-standing relationship with Aeromexico to retrofit the airline’s 787 Dreamliner fleet with its most advanced inflight Wi-Fi solution. The fleet consists of eight 787-8s and nine 787-9s.
The 787-8s will be equipped first, with installation for the 787-9s following. The first of these new Viasatequipped aircraft are set to enter service later this year. Additionally, Aeromexico is using the Viasat Ads platform to offer its passengers free, ad-supported connectivity sessions, with streaming capability.
“We’re honoured to extend our partnership with Aeromexico,” said Don Buchman, SVP and GM, Commercial Aviation at Viasat. “It’s our mission to bring a consistently high-quality and content-rich inflight Wi-Fi experience to passengers around the world, and we’re looking forward to delivering this onboard additional Aeromexico aircraft.”
Andrés Castañeda, Chief of Digital & Customer Experience Officer & EVP of Aeromexico, siad, “Viasat is a trusted provider for Aeromexico and with a resilient, multi-orbit satellite roadmap, we look forward to continuing to work together to bring high-quality inflight Wi-Fi to our customers long into the future.”
The partnership between Touch and SAS aims to deliver a seamless, modern passenger experience
Aeromexico will retrofit its 787
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DEEP DIVE ON DATA
A look at how AirFi and IdeaNova are implementing layered security practices to protect digital data for airlines and passengers
by ALEX PRESTON
As the push for a more digitized onboard experience gathers pace, the associated usage by passengers of personal electronic devices (PEDs) introduces new layers of vulnerability and security threats into the cabin. With greater convenience comes greater risk to personal data.
Every good security implementation uses several layers, and fortunately, help is at hand for airlines to call upon to deploy such measures. One relatively simple layer used by IdeaNova is based upon the principle of “need to know.”
As CEO Juraj Siska explains, passenger data is only collected and accessible if needed. The second, and more sophisticated, is to leverage technology available either on a PED or an IFE server.
“Anything from hardware encryption via TPM and SGX to software encryption is used by our products,” he says.
AirFi CEO Job Heimerikx says the company uses full Payment Card Industry (PCI) certification for payment security, applying the same encryption standards to passenger data, which tends to remain on personal devices rather than being centrally stored, reducing risk. Unauthorized access is further prevented by AirFi’s system architecture, which requires physical presence on an aircraft to attempt a breach. Even in the event of an attempted attack, extensive security measures are in place, states Heimerikx, who adds that AirFi tracks intrusion attempts, allowing for the identification and tracing of bad actors.
Juraj Siska, CEO, IdeaNova
Job Heimerikx, CEO, AirFi
With greater convenience comes greater risk to personal data
Ensuring safeguards
“Proper defense starts at design,” emphasizes Siska, who says IdeaNova leverages OWASP (Open Worldwide Application Security Project) best practices. “We bake security right into the design and architecture of our products. We also realize that secure systems cannot be built by untrained professionals, therefore we spend time on continuous training. Each developer is required to complete several modules of Security Shephard training per month.”
Each product is subject to vulnerability scanning before its release, while AirFi says all its hardware and services undergo rigorous annual penetration testing by ethical hackers.
Additionally, IdeaNova monitors trends and counsels its customers about common vulnerabilities that might need to be addressed either by applying software patches or a complete system update.
Defeating deception
AirFi’s connectivity solution is already leveraged by key industry partners to eliminate fraud and boost
onboard retail operations through real-time payment validation. The company collaborates with leading payment industry experts like Perseuss, Mastercard and Worldpay to create an integrated fraud prevention ecosystem. Together, they are working to bring the same fraud management protocols used in e-commerce on the ground to inflight systems.
“We prioritize security by operating primarily offline, minimizing exposure to online threats,” says Heimerikx. He explains that payment information is securely transmitted via the company’s LEO inflight connectivity system to the ground, where it is verified before being relayed back to the crew. “This process ensures that transactions are completed successfully and reduces fraud to nearly zero percent,” he claims.
Siska believes that connectivity provides yet another vector of attack and therefore should be considered when building new systems and enabling connectivity on the aircraft. “We monitor the cyber security landscape and notify our customers as new threats emerge and coordinate possible mitigation,” he says.
For its part, AirFi invests heavily in cybersecurity to meet industry standards and compliance. As Heimerikx points out, however, a key differentiator for the company is that its system operates independently from the aircraft, requiring no direct connection, which eliminates risks related to flight safety and aviation cybersecurity regulations.
“As a result, AirFi has minimal need to collaborate with regulatory
AirFi collaborates with leading payment industry experts for secure inflight payment
AirFi antenna
bodies on broader aviation cybersecurity concerns,” says Heimerikx.
As the aviation industry moves toward greater connectivity, he says AirFi remains focused on securing its platforms without impacting flight safety or requiring direct integration with the aircraft.
“From our perspective, collaboration with airlines is a lot more relevant, particularly regarding the security of back-office systems and passenger data collection. In this area, AirFi adheres to industry-standard cybersecurity measures, undergoes periodic audits, and follows best practices from the e-commerce and IT industries to ensure compliance and security,” Heimerikx adds.
A time for AI?
Could AI play a role in best practice? The jury is still out on this question. AI and machine learning are not yet primary tools for cybersecurity at AirFi, as the technology is still evolving in this field, Heimerikx tells PAX Tech.
The company leverages AI to enhance the passenger experience
rather than for security purposes, as its role in real-time cyber threat mitigation remains uncertain. AirFi’s system architecture, including that of its offline operations and AirFi LEO connectivity, is designed in a way that does not require AIdriven cybersecurity solutions.
“AI, just like any new technology, can be used to enhance security posture by analyzing suspicious patterns or can be misused when in the hands of malicious users. It will take a human to dissect the information, put it to good use and identify its use for enhancing our flying experience,” says Siska.
Passenger using a personal electronic device inflight
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Making waves in waste reduction
Linstol’s Steve Wickham highlights the company’s partnership with Plastic Bank
by ROBYNNE TRUEMAN
Linstol is partnering with Plastic Bank to help reduce the environmental footprint of airline products and industry events, Steve Wickham, Global Head of ESG at Linstol tells PAX Tech. Plastic Bank is a social enterprise devoted to preserving the oceans, building a circular economy for plastic waste and stopping ocean plastic pollution at the source.
In addition to showcasing sustainable products in all onboard categories, including headsets, textiles, meal service and amenity kits, Linstol will help mitigate the amount of plastic waste generated by large scale industry events such as WTCE.
Repurposing plastic
Through its partnership with Plastic Bank, Linstol will fund the collection of more than 3,000 kilograms of ocean-prevented plastic waste— which is equivalent to approximately 150,000 waste plastic water bottles—to help offset the plastic footprint of each visitor to WTCE this year.
Wickham says collaborations like this are critical to making a positive impact on global issues such as plastic pollution. It demonstrates progress toward the United Nations Sustainable Development Goals (SDGs) by helping to alleviate poverty, ensure sustainable consumption and production, and preserve the oceans.
He emphasizes that while Linstol’s long-term partnership with Plastic Bank is helping to amplify impacts on all 17 SDGs simultaneously, it is especially relevant to SDG 1 (No Poverty), SDG 12 (Responsible Production and Consumption) and SDG 14 (Life Below Water).
Plastic Bank’s network of waste collectors in vulnerable coastal regions in developing countries receive income and social benefits in return for the plastic waste they collect from coastlines and waterways, Wickham explains. Plastic Bank then recycles the waste into raw material known as “Social Plastic” which can be used in the supply chain for manufacturing of new plastic prod-
ucts. Through this program, Linstol has already diverted more than 20 tons of plastic waste from oceans in 99 coastal communities worldwide.
In August 2024, Linstol began using Social Plastic in mass production of its Business Class and Economy Class headsets, as showcased for Virgin Atlantic at FTE APEX Asia Expo last year.
“Positive impact can only be achieved by supporting and working together. There is no doubt that innovative suppliers and responsible customers collaborating will enable us to catch up and make significant achievements on the SDGs during the next five years, an increasingly critical period for our planet,” says Wickham.
Steve Wickham, Global Head of ESG, Linstol
Plastic Bank’s network of waste collectors receive income and social benefits in return for the plastic waste they collect from coastlines and waterways
BEST OF BUCHER
Bucher highlights its latest expansion news and product enhancements that will be on display at AIX
by ROBYNNE TRUEMAN
Bucher’s innovative approach to aircraft interiors will be on full display at this year’s Aircraft Interiors Expo (AIX), featuring an array of new and enhanced products. Attendees can explore a single-aisle aircraft cabin showcasing a fully customized chilled Galley, which was developed for singleaisle aircraft and the groundbreaking 16g Bionic Partition Wall, both already in use with several airlines.
Bucher tells PAX Tech the company is excited to share the latest advancements in two of its products. The SkyBassinet, now fully certified after passing all regulatory tests, is ready to take off and provide the highest comfort for the youngest passengers. Meanwhile, the customizable class divider has been enhanced with new features, offering tailored solutions to meet an airline’s unique, specific needs.
Bucher is also expanding its premium tray table offerings with innovative designs that combine functionality, space efficiency and passenger comfort.
The supplier’s booth at AIX will feature a twin-aisle centre galley from a renowned airline’s current produc-
tion series. Another highlight is the reliable airline stretcher equipped with ACE’s Oxygen Medical Unit, Bucher’s one-of-a-kind ARCTICart, in addition to new tables and monitor arms designed for efficiency.
“To meet growing demand, we have grown our team with specialists whose advanced skills will accelerate innovation,” Beat Burlet, CEO of Bucher says. “We have simultaneously invested in state-of-the-art production facilities to expand our manufacturing area and improve both efficiency and quality.”
This commitment to innovation and quality is what Burlet says solidifies
Bucher’s position as a leader in the aircraft interiors market. The company’s focus on developing lightweight monuments offers significant benefits to airlines striving to reduce overall aircraft weight, leading to lower fuel consumption and increased range.
As a Tier 1 supplier, Bucher has deepened its expertise in creating customized cabin environments that unite comfort, aesthetics and brand representation. By using cutting-edge lighting, bespoke surfaces and inventive designs, the supplier empowers its customers to craft distinctive experiences that align with the airline’s brand.
Bucher invites attendees to visit Stand 5D60 in Hall B5 at AIX to experience these innovations firsthand and enjoy a delicious premium cappuccino from a SkyTender trolley.
Bucher’s customizable class divider
Bucher’s branding panel for Korean Air
Let’s Get Personal
From seat covers to innovative, lightweight materials, our customized solutions bring your brand to life in the cabin. Partner with us to create a passenger experience that’s both luxurious and uniquely yours.
Scan to learn more
Journey for the senses
Ola Häggfeldt, Chief Commercial Officer of CTT Systems, explains how optimal cabin humidity is key to transforming air travel
by JANE HOBSON
Air travel sucks the moisture out of the human body. The skin, throat and eyes dry out quickly as humidity drops below comfort level. But Ola Häggfeldt, Chief Commercial Officer of CTT Systems, tells PAX Tech, this can be solved by adding humidity to the cabin environment.
“You are flying in an environment where the cabin’s humidity is 6 to 10 percent drier than the Sahara Desert,” Häggfeldt explains. “Our Humidifier Onboard system is not just about raising the humidity; it is about restoring a balanced environment that keeps you hydrated, healthy and comfortable.”
Benefits in flight and beyond
A well-humidified cabin improves the inflight experience and
has lasting effects for passengers once they disembark.
During the flight, humidity will improve sleep quality for all passengers.
As Häggfeldt explains, “Dry air disrupts your sleep cycles, leaving you exhausted. With the Humidifier Onboard, passengers can sleep deeper and wake up refreshed, ready to embrace their destination.”
Keeping well hydrated in the cabin can ease the effects of jetlag, helping the body adjust to new time zones post-flight.
“Our humidification system supports a smoother transition by reducing jet lag symptoms, so you are less likely to suffer from red-eye flights,” says Häggfeldt.
The reality is, low humidity dries out the body, weakening its natural defenses and making passengers
more vulnerable to sicknesses. CTT’s Humidifier Onboard technology maintains a healthier infight environment, supporting the respiratory system and overall wellbeing of passengers.
Häggfeldt says this is really a conversation about the overall sensory experience onboard. He emphasizes that dry air dulls the senses, which can make food taste bland and contribute to an overall unpleasant flight.
“Restoring the right humidity makes flavours vibrant and keeps senses sharp, enhancing the travel experience,” he adds. “With CTT Systems Humidifier Onboard, you do not just endure the journey—you thrive in it.”
Ola Häggfeldt, Chief Commercial Officer, CTT-Systems
A well-humidified cabin improves the inflight experience and has lasting effects for passengers once they disembark
WHAT’S IN A NAME?
Meet the new DKA Aerospace in conversation with CEO King W. Lee, discussing the galley cart supplier’s rebrand and plans for AIX 2025
by ROBYNNE TRUEMAN
With a revamped identity but the same core values long associated with the brand, galley equipment supplier Diethelm Keller Aviation is now DKA Aerospace. As CEO King W. Lee tells PAX Tech, the decision to rebrand comes 18 months following the company’s acquisition by LHM Holding Group, at what he says is the right time to establish a distinct identity in the market.
“We are deeply grateful to the Diethelm Keller family for allowing us to use their name and brand follow-
ing the acquisition,” says Lee. “Our goal is for DKA Aerospace to carry the same brand recognition and trust as Diethelm Keller Aviation while signaling our evolution and continued leadership in the industry.”
The new chapter
DKA Aerospace is actively communicating its rebrand across multiple channels, from social media platforms to relevant digital news media. The company is also directly engaging with customers about the refreshed brand identity via email and during on-site visits to get the messaging out. The supplier sees the rebrand as a natural progression and the beginning of a fresh chapter.
“This is not just a name change; it’s a strategic repositioning to better align with market needs while
A selection of DKA Aerospace’s galley carts and cabin equipment product lineup
King W. Lee, CEO, DKA Aerospace
maintaining our core values,” says Lee. “While our name has changed, we want to assure our customers that we are still the same company with the same culture, values and high standards they have always trusted.”
The Aircraft Interiors Expo (AIX) 2025 serves as the official launchpad for the refreshed brand identity. In previous years, Diethelm Keller Aviation exhibited in Hamburg at the World Travel Catering and Onboard Services Expo (WTCE), co-located with AIX at the Hamburg Messe. This year, DKA Aerospace will instead take on the AIX side to showcase its vision and commitment to the future.
Lee says this decision is a strategic shift to communicate DKA Aerospace’s rebrand and product offerings more effectively to a broader customer base.
“[AIX] provides the ideal plat-
form to reinforce our position in the industry and showcase our ongoing commitment to innovation and meeting customer needs,” he explains.
A rich legacy
DKA Aerospace remains focused on its legacy attributes and reputation for sustainability and durability.
“Reducing weight improves fuel efficiency, while durable equipment minimizes maintenance costs,” Lee explains. “These are the main reasons DKA is actively promoting our XT2.5+ carts and Gen 2 standard units.”
Both products are designed to ensure long-term operational efficiency for airlines by being lightweight, durable and easy to maintain.
In addition to airlines seeking lightweight and durable cabin equipment, Lee notes a growing demand
for products that enhance safety and ergonomics for cabin crew as turbulence becomes more frequent. He predicts an increased focus on materials and designs that optimize weight and usability into 2025 and beyond.
See for yourself
Besides highlighting its refreshed brand identity at AIX 2025, DKA Aerospace will unveil a new product stand 7A56.
“This exciting addition is designed with sustainability and durability at its core, reinforcing our commitment to innovation and meeting the evolving needs of the industry,” encourages Lee. “Stay tuned for the reveal.”
So far, he says the response to the new company identity is favourable.
“We look forward to seeing how the market responds to our rebrand,” he says.
DKA Aerospace’s XT2.5+ cart
DKA Aerospace’s XT2.5+ cart and EcoLite Gen 2
Scale, adapt, transform
IIFPL Group highlights its Transform Power System ahead of AIX 2025, with an emphasis on in-seat power scalability and sustainability
by ROBYNNE TRUEMAN
FPL Group is transforming the in-seat power scene at the Aircraft Interiors Expo this month with a focus on its Transform Power System, designed to deliver flexible, efficient and future-proof power solutions for cabin interiors.
“At its core, Transform is built around scalability and adaptability,” Dan Rust, Head of Design, IFPL Group, tells PAX Tech.
Transform is a modular solution that allows an airline to upgrade its in-seat power configuration without costly hardware changes as passenger and airline demand rapidly evolves. Compared to traditional installations, the time required to retrofit the power system in a box is significantly reduced.
“Transform reflects our commitment to innovation, providing airlines with a smart, adaptable solution
that grows with the industry and keeps passengers powered, comfortable and connected,” Rust says.
The plug-and-play design streamlines the installation process to help airlines maximize uptime. The Transform Power System incorporates wireless intelligent power management to optimize power distribution in the cabin without complex wiring or manual intervention, automatically adjusting power usage based on real-time demand. Wireless communication between all system components allows each unit to share data with its counterparts for active monitoring across the cabin.
Transform is compact and lightweight, engineered for energy efficiency to support fuel and weight reduction goals. It optimizes power distribution within the aircraft, contributing to a longer product lifecycle thereby reducing electronic waste.
“At IFPL, sustainability is a key consideration in every stage of our product design process,” says Rust. “Not as a marketing tactic, but as a genuine effort to make a positive impact where we can.”
He cites five key areas where IFPL
Group strives to deliver products to the aviation industry that support airline sustainability goals; optimizing energy efficiency, focusing on lightweight design, producing durable products, continuous innovation and reducing waste and energy consumption at the manufacturing stage.
Rust says IFPL Group remains focused on developing products and solutions that anticipate future challenges and needs.
“We believe in building longterm partnerships with our customers, offering not only cutting-edge technologies, but also an ongoing commitment to providing reliable, scalable solutions that support their growth,” he concludes.
Dan Rust, Head of Design, IFPL Group
Power supply layout
POWERING THE PASSENGER EXPERIENCE
by ROBYNNE TRUEMAN
Line-fit offerable wireless charger
Dennis
Markert explains how Astronics AES’ in-seat power systems regulate power consumption locally for the benefit of airlines and passengers
Optimizing power distribution onboard an aircraft impacts multiple areas of the passenger experience, from accessing inflight connectivity and IFE on PEDs to keeping electronics charged and ready for use. Astronics AES (Astronics) EmPower® in-seat power systems use both a scalable architecture at the system level, as well as hardware
Astronics EmPower with 18 Type-C outlets
and software to monitor and regulate power consumption locally.
As Dennis Markert, Director of Business Development, Global Sales & Marketing, Astronics AES, tells PAX Tech, “Our customers rely on us to provide recommendations for optimizing power allocation per passenger that meet both current and future demands for these systems, making each offering unique to the customer.”
Improving passenger satisfaction
Markert emphasizes that the power provided to passengers in the cabin through Astronics’ in-seat power systems are independent of the aircraft’s flight-critical power requirements.
“The cabin is allotted a limited amount of power as defined in the aircraft OEM electrical load analysis. Therefore, effectively managing this power allocation between different classes of service and passengers is a key part of our added value at Astronics,” he explains.
With more airlines introducing IFEC services accessible via PEDs, a smooth in-seat charging experience is critical to increasing
Dennis Markert, Director of Business Development, Global Sales & Marketing, Astronics AES
and maintaining passenger loyalty. Astronics designs its power supply solutions to operate effectively across a wide input voltage and frequency range, ensuring reliable performance throughout all phases of flight.
“Our solutions are built to endure various abnormal operating conditions, including momentary dropouts, voltage surges, spikes and lightninginduced effects,” says Markert. “With the highest power conversion efficiency in the industry, our latest generation power supplies reduce power dissipation by 50 percent.”
This generates less thermal energy, thereby reducing component stress and increasing the Mean Time Between Failure. To further ensure reliable in-seat power, Markert explains that Astronics’ in-seat power components and systems undergo rigorous testing, including Highly Accelerated Life Testing and Highly Accelerated Stress Screening.
Emphasis on efficiency
In-Seat Power Suppliers (ISPS) must be committed to reducing environmental impact through energy-efficient designs and sustainable manufactur-
ing practices. Markert says suppliers should be actively aligning with airline sustainability goals by offering solutions that reduce fuel consumption and overall carbon footprint. At the power supply level, higher efficiency results in less heat generation which reduces the need for extensive thermal management and as a result, reduces fuel consumption.
“Our innovative design and high efficiency enable a reduction in unit size and eliminate the need for heavy heatsinks,” says Markert, referring to Astronics’ EmPower in-seat system. Newer airframes incorporate electric environmental systems in the cabin, resulting in less thermal energy from electronic equipment and a reduced demand on the aircraft’s environmental system.
At the system level, Astronics’ newest system architectures are designed to reduce weight through a distributed model – one power supply for multiple rows – with optimized cable design and intelligent power distribution techniques.
“Collectively, these innovations reduce the overall weight of the system, directly contributing to lower fuel
usage and helping our customers meet their sustainability goals,” Markert says.
He points to the Ultralite Generation 2 (UltraLite G2) system as an example: half the size and weight of the previous generation but delivering twice the output power at 800 Watts, the UltraLite G2 has an Advanced Master Control Unit that monitors the total system power and the passenger power usage onboard to prevent system overloads and maximize power availability. Further down the chain, smart Power Distribution Connectors allocate power to individual Type-C outlet units and report power usage back to the power supply. The USB-C outlet unit automatically negotiates power levels with passengers’ devices.
It also employs a central power supply to serve a specific zone within the cabin, distributing power within that area and eliminating the need for power supply at each seat, ultimately reducing overall system weight.
“The increased efficiency of the system minimizes wasted power, reducing the load on the aircraft generators, while the lower weight decreases fuel consumption for each flight,” Markert explains.
He cites a proven track record of success, line-fit offerability and a commitment to sustainability as some of the key considerations for airlines when selecting an ISPS.
“Astronics AES recognizes that reduced energy consumption, sustainability and total cost of ownership are top priorities for airlines, and we provide the best solutions in the market to meet these needs,” he concludes.
Sales Manager Gianluigi Mormile explains how Geven helps airlines differentiate the cabin experience through custom seating solutions
by ROBYNNE TRUEMAN
In an increasingly competitive landscape, an airline can infuse its individual identity into the cabin via its seating design to make a lasting impact on the passenger.
As Gianluigi Mormile, Sales Manager, Geven S.p.A. (Geven) tells PAX Tech, “Customization plays a pivotal role in enabling airlines to distinguish their cabin experiences in an increasingly competitive market. By tailoring seating solutions, airlines can reinforce their unique positioning, offering passengers a distinctive and memorable journey.”
To capture the carrier’s unique brand identity and infuse those elements into customized seating design, Geven’s industrial design
department focuses on close collaboration with its airline partners.
Working with the airline to understand its brand essence, passenger demographics and service goals, Geven ensures its seating design reflects the airline’s performance and practicality priorities as well as its visual identity. Mormile says the process of communicating the airline’s spirit at the design stage can be achieved through workshops, mood boards and digital renderings.
Geven advises on colour combinations, material pairings, stitching designs, logo application technologies and dress covers to completely customize the product and experience.
According to Mormile, these aesthetic choices are crucial in shaping the passenger’s first impression of an airline.
“Geven works with premium materials and innovative finishes to balance aesthetics with functionality. For example, soft-touch textiles,
Comoda-Materia Pack Business Class seats on Icelandair with integrated Astrova seatback IFE from Panasonic Avionics
Gianluigi Mormile, Sales Manager, Geven
leather accents and mood-enhancing colour palettes help airlines create an inviting atmosphere that aligns with their brand identity,” he explains.
Having the flexibility to tailor features, options and requests to meet the specific needs of each airline is a priority for Geven, with Mormile noting that this extends to the range of seat widths available.
“Ranging from 28 inches to the more spacious seats at 30 to 31 inches, passengers can truly appreciate the exceptional living space afforded by our thoughtful design,” he explains.
“By offering this flexibility, conducting in-house testing and maintaining a vertical supply chain, we ensure that we do not limit the airline’s choices.”
Putting personalization into practice
In December 2024, Geven’s ComodaMateria Pack Business Class seat and Elemento Economy Class seats took off on Icelandair’s A321LR. Mormile
says the collaboration with Icelandair was guided by a shared commitment to enhancing passenger comfort and optimizing operational efficiency.
The Comoda–Materia Pack seat delivers premium cushioning, integrated privacy features and an intuitive design tailored for long-haul travel in Business Class. Meanwhile, Geven’s Elemento is a luxurious and lightweight long-range Economy Class seat with an impressive living space and comfort experience.
“These seating choices align with Icelandair’s goal of delivering a highquality onboard experience while maintaining efficiency on transatlantic routes,” explains Mormile.
He adds that while Comoda has been in service for several years, it was redesigned in close collaboration with Icelandair to enhance key aspects of the passenger experience, including the integration of a cradle mechanism for elevated comfort. The seat now offers improved privacy with
a narrower gap between seatbacks, a wider backrest and privacy wings on the headrest. The central console was completely redesigned to offer more space for personal belongings, including a dedicated amenity pocket, a bottle holder and a wider cocktail table.
“These improvements were implemented based on valuable input and specific requests from Icelandair as the launch customer,” Mormile recalls.
Curating the cabin experience
As the topic of personalizing the passenger experience looms large in the aviation industry, Mormile anticipates increased personalization, digital integration and the use of sustainable materials will significantly influence the future of cabin interiors in the next decade.
“A key market demand is for recyclable, sustainable and lightweight materials. Geven is enthusiastic about combining customization with cutting-edge technology, ensuring that future seats offer both efficiency and enhanced passenger experience,” he says.
Geven’s Elemento Economy Class seat
Geven’s Comoda-Materia Pack Business Class seat on Icelandair
Diethelm Keller Aviation is now DKA Aerospace. Simple and straightforward, because that’s how we do business.
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Redefining comfort WITH SMART SEATING
Traditional aircraft seats have often left passengers feeling restless, but recent advancements are redefining the passenger experience with smart seats adding new layers of comfort.
According to Stefan List, Head of Cabin Market Insights at Airbus, “Seats are becoming more advanced with individually adjustable built-in features, e.g. speakers, noise cancellation technologies or lights. In order to also address the important health and wellbeing trend, interesting examples for premium seats are lumbar support, massage function
Industry experts examine how recent advancements in smart seating are redefining the passenger experience with new layers of comfort
by ALEX PRESTON
or a heating and cooling function controlled by the passenger - as we know it from automotive. We see many interesting seat developments also allowing fine adjustments of the backrest and sleeping positions.”
Ultimately, he tells PAX Tech, it is the airline that defines the seat details for the aircraft depending on its passenger preferences, routes and business model. List says that, like Airbus, an airline maintains a close working relationship with seat manufacturers to discuss options for its respective aircraft fleets.
“The overall design of the cabin
reflects the hospitality, positioning and branding concept of the respective airline and depends on a chosen ratio between exclusive passenger comfort vs. revenue space maximization. We observe a trend – that travellers want to personalize their journey more towards their preferences and needs and especially premium airlines make a move to look at options allowing for such a personalized passenger experience.”
Mark Hiller, CEO, RECARO Aircraft Seating, believes that airlines can enhance passenger experiences by utilizing advanced seating systems equipped with technology that adapts
Cross-section Business Class in A320 Airspace cabin
to individual preferences and bodies.
“For instance, seats with memory settings can adjust automatically to preferred positions based on a passenger’s profile or body shape,” he tells PAX Tech. “Additionally, integrated smart systems can allow passengers to control the ambient lighting and climate around their seats using mobile apps or touch panels, creating a personalized travel environment.”
The ability to create personalized profiles through airline apps is picked up by Ross Burns, Head of Industrial Design, Thompson Aero Seating, who notes that some even have
functionalities to set certain criteria for the seat, such as heating levels, playlists and film favourites, before boarding. The passenger’s personal device simply connects to the aircraft’s Wi-Fi (often for free) and pairs to the seat. The passenger can then upload the profile to the seat. This personal touch can be adjusted and saved inflight to carry on to the next flight.
While personalization of the passenger experience has become standard for First Class Suites, where the seat, IFE and lighting controls integrated into the suite are controllable by the passenger or crew, the technology
Mark Hiller, CEO, RECARO Aircraft Seating
Stefan List, Head of Cabin Market Insights, Airbus
Ross Burns, Head of Industrial Design, Thompson Aero Seating
Business class seat in A330neo Airspace cabin
Alastair Hamilton, Vice President of Sales & Marketing, Aircraft Seating, Collins Aerospace
VantageNOVA in zero-g position
is now flowing into the latest generation of Business Class suites.
The suites may have become a much more technologically advanced place in recent years, but, says Burns, compared to other industries the aviation industry lags somewhat behind.
“Advanced wireless charging, wireless audio, immersive massage modes, heating and cooling, and haptic feedback all make up the next generation of premium seating options. New prospects such as Virtual Reality and Augmented Reality are starting to emerge too within IFE, bringing new experiences to the passenger. The airline’s role is a supportive one, embracing technologies such as these and giving them a platform on which to operate, to enhance the passenger journey,” he explains.
For example, the “R Horizon” tech-
nology demonstrator from RECARO highlights how advanced technology can elevate passenger experiences by integrating a range of innovative features. It includes USB and power outlets for device charging, a transition to USB-C and wireless charging for enhanced convenience and Bluetooth connectivity for wireless audio, alongside modern IFE systems with interactive screens for streaming content. Additionally, the manufacturer has incorporated seat comfort technologies, such as built-in massage functions, climate control with heating and ventilation and ambient lighting, all designed to create a luxurious and relaxing atmosphere.
“Presenting eight new technologies, such as large secondary touchscreens, predictive maintenance, textile wireless charging units, jetlag prevention fea-
tures, active seating for inflight exercise and headphone-free audio, ‘R Horizon’ exemplifies the commitment of RECARO to leveraging technology for enhanced personalization and comfort. Based on customer feedback, some of these innovative features may be integrated into serial products like the R7,” states Hiller. Some of these advancements will be on display in Hamburg at the Aircraft Interiors Expo (AIX).
For Alastair Hamilton, Vice President of Sales & Marketing, Aircraft Seating at Collins Aerospace, enhancing passenger comfort through ergonomic design will continue to be a key priority to evolving the passenger experience. As with the other manufacturers interviewed, Collins puts its seating products through a battery of static, dynamic and real-world tests to provide the latest in comfort design, while optimizing weight and cabin layouts and meeting critical safety standards.
Another trend to watch is enhancing IFE, particularly in how seating and IFE suppliers can work together earlier in the design process to create more holistic solutions that complement and build off one another’s strengths. Hamilton says a great example of this is the Maya concept Business Class suite Collins and Panasonic Avionics co-displayed at AIX 2024.
“The development of Maya was a fully collaborative process between the two firms from the earliest design and build process, showcasing what the future of premium aircraft seating could be,” Hamilton explains.
Hiller highlights the importance of fostering strong partnerships between airlines and seating manufacturers, especially in staying abreast of technological advancements.
“By investing in modular and upgradable seating platforms, airlines can more easily integrate new features as they become available. Additionally, gathering and analyzing passenger feedback is essential for understanding evolving preferences and ensuring that adopted innovations align with passenger desires.”
Sustainable materials from Thompson Aero Seating
Helix Cabin with seatback PED holder on the middle seat
The updated Humidifier Onboard
Humidifier Onboard
Less jet lag
With active cabin humidification, your passengers will arrive relaxed, rested, and ready for business meetings.
With active cabin humidification, your passengers will stay hydrated and feel more comfortable throughout the flight.
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Passengers will sleep better and feel refreshed when waking up. It’s a new level of relaxation.
Passengers value a healthy and seamless transition –arriving at their destination fresh, rested, and ready to perform
A ONE-STOP-SHOP
Muirhead
highlights its one-stop-shop seat cover service as the supplier heads to Hamburg for AIX 2025 by ROBYNNE TRUEMAN
Muirhead is now a one-stop solution for seat cover services and will manage every detail in-house, from leather production to finished seat covers, for a seamless process.
“This achievement is a testament to the hard work, creativity and dedication of our entire team. Bringing this vision to life has been nothing short of remarkable, and I couldn’t be prouder of what we’ve accomplished together. I’m excited to share more at the upcoming Aircraft Interiors Expo, where the team and I will showcase the art of the possible and explore how we can elevate your cabin interiors,” Nicholas Muirhead, CEO, Scottish Leather Group, tells PAX Tech.
Finished seat covers from Muir-
head remove complexity from the customer’s supply chains, making the supplier a single point of responsibility for product delivery and quality. With its in-house production, Muirhead aims to shorten lead times, eliminating delays with faster turnarounds and readily available replacement parts. The use of AI-driven cutting technology further reduces waste and maximizes yield while bespoke lamination enhances the durability of the product. Muirhead undertakes rigorous “prestress” testing to simulate real-world conditions to ensure reliability.
“Unlike fabrics or synthetics, leather demands specialized craftsmanship and technical expertise to achieve the fit and performance required in aviation – expertise often missing in traditional supply chains. At Muir-
head, we’re proud to have integrated every step of this process under one roof – ensuring airlines benefit from a seamless, accountable solution and the unrivalled quality that only comes from working with a dedicated leather specialist,” explains Martin Longden, Head of Cabin Engineering, Muirhead.
Muirhead is exhibiting at the Aircraft Interiors Expo (AIX) 2025 in Hamburg, Germany at Stand 6E95.
Muirhead Business Class seat covers
Muirhead seat covers
Connection in the clouds
Laney Hind, Director of Airline Programs at Viasat, considers how to get the most out of inflight connectivity
by ALEX PRESTON
Whilst inflight connectivity (IFC) is a hygiene factor for the majority of passengers, for airlines it is a pandora’s box—with different business models and pricing strategies available for providing the ultimate IFC experience. Fortunately, companies such as Viasat are on hand to help airlines make sense of these options.
Speaking to PAX Tech, Laney Hind, Director, Airline Programs at Viasat, Inc., says that the premise here is a good one: inflight connectivity is no longer just about providing internet access. It has become a key component of airline differentia-
tion and even revenue generation.
“We often say at Viasat, ‘If you know one airline, you know one airline.’ Each customer has varying priorities, objectives and goals, and it is really important that we understand these. Having provided inflight connectivity for more than a decade, we have listened intently to these goals and now offer a variety of business models to attain and even exceed them.”
Hind explains that Viasat offers a range of business models to airline customers, along with service level agreements (SLAs) so an airline can have confidence it will get what is agreed upon. The models range from
full, fast and free, which is often tied to customer retention and brand loyalty, to an ad-sponsored model, whereby an airline can offer access to free Wi-Fi after a passenger views an ad, thereby offsetting costs.
“The process starts with the airline’s ambitions, however,” she says. “By empowering the customer to create the connectivity experience that is best for its goals, we can from there collaborate on a model that can generate success for all.”
Laney Hind, Director of Airline Programs, Viasat
Starlux has become one of the latest airlines to sign up to Viasat’s commercial aviation IFC services
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Success is not just measured in financial terms. As Hind says, an airline’s ability to maximize IFC services are myriad depending on its goals. “And often, customers are measuring against a variety of metrics—return on investment (ROI), improved net promoter score (NPS), loyalty, etc.,” she states.
For example, a low-cost carrier might have goals more aligned to offsetting investments in inflight connectivity or generating revenue from it. This can take many shapes ranging from ad-supported Wi-Fi sessions to offsetting fraud by having connectivity onboard to handle real-time retail purchases.
As Hind observes though, many airlines tie the inflight connectivity
services to NPS scores, which is a powerful metric and shows how tied in the Wi-Fi experience can be to the overall brand sentiment. If loyalty is a key driver, it can be measured by engagement with loyalty programs. Delta, for example, reported in February that more than 3.5 million new SkyMiles members joined the program in just two years through Delta Sync Wi-Fi. IFC services also generate unique opportunities to personalize the passenger experience and engage with passengers in a more intentional way.
“We are seeing more and more personalization strategies across the industry,” she notes.
According to the Viasat 2024 Passenger Experience Survey, 87 percent of passengers are prepared to
watch ads in order to have free Wi-Fi onboard. Hind says this willingness to watch a short ad for access to free Wi-Fi presents a compelling business case for airlines, as advertisers can leverage route-specific ad targeting.
“For example, advertisers can target flights into a certain city during a large event—say a marathon or the Super Bowl, or can promote destination-specific offers that, based on the flight’s destination, are sure to reach an appropriate audience. Viasat Ads is our platform for airlines that decide to pursue this approach. Additionally, Viasat’s bot-free environments ensure that ad impressions are genuinely reaching human passengers, which maximizes engagement and return on investment.”
Investment in ultra-reliable, robust satellite connectivity is a must to power more demanding passenger expectations
On the edge of future-proofing
FlytEDGE will power the next-gen Delta Sync seatback experience
Niels Steenstrup, CEO, Thales InFlyt Experience, provides an update on how FlytEDGE will power the next-generation Delta Sync seatback experience by ROBYNNE TRUEMAN
Delta Air Lines revealed at CES 2025 in Las Vegas in January that Thales InFlyt Experience’s FlytEDGE cloud-native IFE system will power the next-generation Delta Sync seatback experience. The airline expects to bring this inflight entertainment experience onboard beginning in 2026.
The hardware and software technologies of the system, powered by the first cloud-native IFE infrastructure, include cinematic 4K QLED HDR seatback displays with more than one billion vibrant colours and Bluetooth® capabilities for pairing wireless devices. The software platform runs on Thales’ Onboard Data Center (ODC) with 96TB of storage to enable edge caching and an intelligent
recommendation engine that tailors content to passenger preferences.
Niels Steenstrup, CEO of Thales InFlyt Experience, highlights the shared commitment to innovation between Thales and Delta.
“It’s about seamless travel. It’s about understanding how travellers spend their time onboard and providing the technology to support that,” he tells PAX Tech. “It’s about the experience.”
Driving the “Delta difference”
On January 7, Ed Bastian, Delta CEO, took the stage at CES to deliver a keynote speech in which he unveiled several technology partnerships that will enable the airline to improve the end-to-end passenger journey
in the coming months and years.
Bastian referred to the “Delta difference” as personalizing the passenger experience by ensuring airline staff and cabin crew are familiar with a traveller’s preferences, reason for travelling, milestones they may be celebrating and more.
Delta has 165,000 seatback displays flying today. Steenstrup says that any time a passenger is sitting on an aircraft with a seatback display, it is an opportunity to improve the travel experience through personalization.
Niels Steenstrup, CEO, Thales InFlyt Experience
Seatback IFE display on Delta
It is with this customized passenger experience in mind that Delta partners with Thales, using FlytEDGE to power Delta Sync. Several features enabled by FlytEDGE are set to help Delta achieve its goals in expanding personalization and accessibility for passengers, including an Onboard Experience Planner, Seatback Announcement Translation and Arrival Mode.
The Onboard Experience Planner includes seatback features such as “Do Not Disturb” mode to give passengers the privacy and quiet they may need inflight. Future enhancements are set to include guided wellness and expanded options for customizing the food and beverage experience.
In terms of making the travel experience more accessible, the Seatback Announcement Translation is designed to help passengers understand crucial flight information. This service supports passengers with hearing disabilities or who may speak
a different language than the flight crew communicates in, by providing flight attendants with the ability to send messages to seatback displays in the passenger’s preferred language.
Personalization comes into play with the Arrival Mode feature, which integrates travel information from the Fly Delta app directly into the seatback environment. With this customization, SkyMiles members have the information they need across all devices from gate to gate.
Simplifying content curation
For airlines, FlytEDGE facilitates data-driven decisions to constantly adapt the passenger interface with new features and curated entertainment at every seat. With the cloudnative system, Delta will be able to deploy the latest updates instantly to individual aircraft or the entire fleet. This seamless process will allow the
airline to deliver the newest content curated by the Delta Studio Team to passengers more efficiently.
“From an operations and management perspective, Delta can deliver content and updates directly to the aircraft,” Steenstrup explains. “Anything that can run on the web can run on the aircraft, with FlytEDGE.”
The connected cloud architecture enables quick integration of Delta’s digital partners, improves data flow and future-proofs the aircraft’s IFE system.
“It means Delta is not going to have to wait for these monolithic releases every six, nine or 12 months to create a new experience for its passengers,” Steenstrup says, instead comparing the system upgrade process to updating an app on a smartphone. “That is a paradigm shift in terms of how IFE is done. They can link it into the backend operation systems, operate more efficiently, reduce costs and improve reliability. There’s a lot of benefits.”
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SET TO ASCEND
PAX Tech catches up with Panasonic’s Andy Masson to learn about the Icelandair partnership and the initial passenger response to Astrova
by ROBYNNE TRUEMAN
First unveiled in 2023, Panasonic’s Astrova IFE solution is available for both single-aisle and twin-aisle body aircraft and features a modular design that helps airlines stay current in a competitive market.
The system took off for the first time in December 2024 with launch customer Icelandair PAX Tech caught up with Andy Masson, Vice President Product & Portfolio Management, Panasonic Avionics Corporation, to learn about the airline partnership and the initial passenger response to Astrova.
“In the first six weeks of revenue flights, the system has performed beyond expectations,” he reveals.
Launching a lasting partnership
Masson says Icelandair’s A321NEO LR fleet was a fantastic launch customer for the Astrova seat-end solution, noting that the airline is impressed with the system’s modular architecture, which facilitates easy upgrades to keep pace with evolving technology.
“Icelandair’s commitment to delivering a cutting-edge inflight experience underscores its prioritization of passenger comfort, which aligns with Astrova’s immersive and feature-rich design,” Masson explains, highlighting why the Icelandic flag carrier was the ideal partner for getting the awardwinning IFE solution off the ground.
Panasonic Avionics’ inflight map displays the route from Hamburg to Reykjavik
Andy Masson, Vice President Product & Portfolio Management, Panasonic Avionics Corporation
In particular, he emphasizes the increased value of IFE systems onboard long-haul routes, for which Icelandair is known, with the majority of its routes connecting Europe to North America.
“The airline has shown a history of embracing advanced digital solutions, making it a natural fit for our technology-first Astrova,” he says.
Astrova is the fastest-adopted IFE solution from Panasonic Avionics, with more than 80 airline program commitments already in place. The partnership with Icelandair is the first in the program, providing Panasonic Avionics with real-world feedback and data that will be used to further refine Astrova and develop future IFE systems.
“Icelandair and their passengers continue to give us feedback that the video performance is phenomenal,” Masson adds. “Both Panasonic Avionics and Icelandair are really excited to see the program continue as more A321NEO LR aircraft continue to be delivered.”
Putting customization on the map
Now more than ever, passengers are seeking an IFE experience that reflects what they are accustomed to on the ground. Masson says that Astrova and Arc™–Panasonic Avionics’ 3D moving map–deliver just that to travellers on Icelandair.
Astrova’s modular design ensures the system remains updated for the benefit of both the airline and passengers, with the 4K OLED HDR10+ displays, immersive Spatial Audio and USB-C fast-charging delivering what Masson calls, “a truly captivating entertainment experience.”
Panasonic Avionics’ 3D moving map, Arc is also flying onboard Icelandair to complement the Astrova IFE system. The map provides premium point-of-interest content to create an engaging flight tracking experience for passengers.
“Arc was designed to be in 4K resolution, so the combination of Astrova with our 3D moving map is
really visually impressive. We think it’s going to draw passengers into the Icelandair inflight experience, let them explore and have a more enjoyable flight,” Masson explains.
He adds that customization options are available with Arc, allowing airlines to modify branding and various features. The core map functionality remains consistent for all airlines and the data-enabled features are tailored to suit the individual identity, with Masson noting a move toward live data integration and real-time information updates is key.
“For us, this is just the beginning of live data integration,” he explains. “The flexibility that comes with live data will allow us to integrate shopping elements and other promotional items directly within the map, supporting the airline’s ancillary revenue.”
The latest iteration of the Arc Studio management interface, which began delivery last month, will also allow an airline to update locations and identify relevant landmarks and points of interest, tailoring display information to its brand.
To achieve the level of personalization passengers see from Astrova and Arc on Icelandair, Panasonic Avionics collaborates closely with airlines through the entire process from design to installation.
“We work with the airline to ensure the system’s design and integration into the aircraft cabin are as compatible as possible, considering both seat integration and cabin layout among other criteria,” explains Masson.
Rigorous testing and validation are conducted to ensure the system meets performance and reliability standards, often involving feedback from test passengers.
“We provide ongoing support and maintenance after the system is deployed to ensure that customer experience remains consistent and at the forefront of everything that we do,” he concludes.
Panasonic Avionics’ Astrova flying on Icelandair
NOW IT’S PERSONAL
ASpafax examines the potential for personalizing inflight ad content in line with its vision for
seamless integration
by ROBYNNE TRUEMAN
s digital innovation reshapes inflight entertainment, Spafax’s Dimitrios Tsirangelos, Vice President of Business Development IFE Technology and Innovation, sees an opportunity for seamless integration of digital inflight advertising, driven by evolving media consumption habits and the rise of personal electronic devices (PEDs) onboard. By focusing on content engagement, airlines can create personalized experiences that extend beyond traditional seatback screens, enhancing passenger satisfaction, brand impact and ancillary revenue.
“The value of advertising onboard the aircraft is higher than on the ground and should be considered as such,” Tsirangelos tells PAX Tech.
Data fusion & audience insights
When passengers think of personalization, they may expect the same level of targeted ad content they receive on the ground, yet Spafax utilizes anonymized data to protect passenger privacy. Rather than personalizing ads at the individual level, Spafax can leverage data-driven insights based on the demographics of passengers to curate a relevant, non-intrusive passenger experience that connects with a wider demographic. To Tsirangelos, this is a positive thing.
“The fear of infringing on passenger privacy is understandable, but it doesn’t happen,” he says. “We work with airlines to create this balanced approach where engaging content,
entertainment and brand sponsorships complement—rather than disrupt—the passenger experience.”
Maximizing every moment
Spafax has identified approximately 200 touchpoints where airlines can interact with passengers throughout the journey. But Tsirangelos points out that just because an airline can engage with a traveller so many times along the way, does not mean it should.
A passenger’s interest and stage in their journey —whether emailed pre-flight information, interactive gate displays or branded content in the lounge—creates a harmonized ecosystem and shapes the type of
Dimitrios Tsirangelos, Vice President of Business Development IFE Technology and Innovation, Spafax
The Spafax Profile airline microsite enables passengers to preview content available on their flight before they leave home
Spafax IQ is the analytics dashboard that airlines can use to monitor performance of content in numerous views.
NOTE: This image is for demonstrational purposes only and does not reflect actual performance metrics
content passengers are most receptive to. Spafax takes a data-driven approach to ensure that content investment translates to measurable outcomes for airlines, determining which touchpoints hold the most value.
Tsirangelos explains that for inflight advertising to be effective, it needs to be subtle and seamless. For example, passengers do not want to see the same advertisement multiple times on the journey but will tolerate five to seven ad viewings from different brands without complaint if they are all unique and relevant. These offerings should be tailored to the airline’s route demographics delivering targeted buy-in opportunities, such as post-flight activities or bidding on a seat upgrade before takeoff.
“Offering a curated, relevant content ecosystem is how we see airlines enhance passenger satisfaction and loyalty through inflight advertising,” he says.
Airline systems today are fragmented. Airlines operate separate
systems for onboard and ground interactions. Spafax can unify these disparate touchpoints and bridge the gap between advertising best practices on the ground versus onboard the aircraft, optimizing ROI for the airline and passenger experience.
“If you know the audience, offer exactly what the audience wants to see. When executed well, branded content within the airline’s connectivity portal can drive significant value for all participants,” Tsirangelos says.
He highlights the value in strategically placing the paywall for access to IFC services on passengers’ PEDs to maximize engagement or offering free Wi-Fi while watching a set number of ads, generating revenue through advertising. Tsirangelos identifies connected IFE and personalization as trends that Spafax can support in the current market because passengers expect tailored content recommendations on both streaming services and wireless IFE. He also cites interactive and shoppable ads as trends to watch.
“As these trends evolve, we expect passengers to engage with advertising more intentionally,” he says.
Connect in Hamburg
Spafax will be exhibiting at the Aircraft Interiors Expo (AIX) in Hamburg, Germany, this month, showcasing how the convergence of technology, data, and creativity is reshaping the airline experience via its Connected Content Stream. At the booth, the content service provider will have multiple interactive stations demonstrating its content offerings and data fusion (how it collects and consolidates data) for full-service carriers as well as new low-cost carrier packages.
Spafax will also showcase its portable VR IFE system, an offering for premium airlines as well as the StoryWonder app that brings interactive stories to life for children. In addition to hands-on demonstrations at the booth, these innovations and more are highlighted on the new Spafax website, spafax.com.
Content is king
by JANE HOBSON
IdeaNova CEO Juraj Siska explains why in the connected cabin, content is crucial when it comes to transforming the passenger experience
In today’s fast-paced world, content-savvy passengers demand more than ever before. With connected aircraft becoming the new standard, passengers have the luxury of choosing between inflight entertainment (IFE) systems and their personal electronic devices (PEDs). The key to standing out? Offering cutting-edge content and technology that makes your IFE the preferred choice, explains Juraj Siska, CEO at IdeaNova
IdeaNova’s tools can help keep airline content fresh, maximize passenger delight and minimize operational costs. Here is a closer look at IdeaNova’s products:
Fleet Management: A fleet management system can revolutionize content distribution, ensuring content is delivered rapidly to all aircraft whenever connectivity allows. Frequent updates, such as daily uploads, give passengers the perception of live streaming, even when content is locally cached. Solutions such as Inplay Fleet Management provide a comprehensive overview of content status across an airline’s fleet.
Smart Caching: Smart caching minimizes the effort needed to persist content on an aircraft. It allows end users to trigger content uploads instead of operators. With smart caching products such as Inplay Edge, popular content is loaded from a local cache by subsequent users, significantly reducing bandwidth strain. The result: passengers can quickly access their preferred entertainment without delays or interruptions.
Transform IFE into Info-tain-
ment: To truly transform IFE into a captivating experience, airlines must offer more than just traditional entertainment. Fresh and unique content that is easily accessible will keep passengers engaged and make IFE the obvious choice. A unique solution is Inplay Flow that allows passengers to mirror and cast from platforms such as YouTube directly to seatback entertainment systems.
Personalized Content: Content relevant to destinations, languages and flyer status further enhances the passenger journey. Inplay Suite, for example, boasts a range of features sought after by both passengers and airlines. This includes a discovery portal that bridges cabin networks with Internet connectivity and customizes players with exciting integrated map features.
“The new era of IFE is both exciting and challenging. Those who embrace technology will gain more than just positive reviews for a flight; they can create a dedicated following of frequent flyers. Those who neglect to innovate risk being left on the sidelines,” Juraj says.
Juraj Siska, CEO at IdeaNova
IdeaNova’s Inplay Player is part of the content discovery Inplay Portal platform and is used by millions of passengers worldwide
READERSHIP AWARDS 2025
RETURN TO
HAMBURG!
From onboard caterers to connectivity and all the latest in aircraft cabins, the PAX Readership Awards will once again recognize those in the industry that go above and beyond.
The award winners will be announced on Wednesday April 9, 2025 at the Radisson Blu Hotel in Hamburg.
Award winners will be featured in a special spread, as well as in our e-Newsletter.
Accessibility Map is inclusive by design, featuring highcontrast displays, larger visuals, flexible zoom & panning, future audio narration and more. The Accessibility Map is fully ADA and EAA compliant with clear labels that empower passengers with visual, motor or cognitive impairments to track their flight independently.
Booth: 4D60. www.flightpath3d.com
Unum One – Unum Aircraft Seating: Unum will unveil the latest layouts and enhanced options for its Unum One family of Business Class seats. New features include an inward-facing herringbone layout for fleet consistency, luxurious trim options, an advanced closed stowage console with ample space for travel essentials and adjustable lighting. With TSO certification on track for 2025 and a widebody launch program in progress, Unum has design capacity and production slots available for 2026 deliveries. Booth: 6B30. www.unum.aero
Soisa High Volume Manufacturing –Soisa Aircraft Interiors: Soisa Aircraft Interiors is a leader in high-volume manufacturing of dress covers and cushions, serving airlines, OEMs and MROs with quality and efficiency. With a production capacity of 50+ commercial SS per month, the supplier combines advanced technology like CNC equipment, lamination and craftsmanship to meet the highest aerospace standards. Booth: 6C41. www.soisa.com.mx
Hughes LEO ESA – Hughes: Hughes offers an Inflight Connectivity ESA for aviation, optimized for LEO. Designed and manufactured in the U.S., this solution is part of Hughes’ complete high-speed, low-latency end-to-end managed services. It is designed to ensure uninterrupted connectivity, enhancing the inflight experience with reliable and efficient connectivity.
Booth: 2B70. www.hughes.com
SUMMIT
13-15 MAY 2025 PITTSBURGH INNOVATION
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SUMMIT INNOVATION
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10-12 JUNE 2025 DUBLIN
APEX FTE EMEA & ANCILLARY & RETAILING
A gathering of air transport’s digital and innovation leaders, creative designers and progressive minds, who will inspire one another and reimagine travel together
9-11 SEPTEMBER 2025 LONG BEACH
FTE GLOBAL
CO-LOCATED WITH APEX/IFSA GLOBAL EXPO
Known as the ‘CES of Aviation’, FTE Global is the definitive event for innovators, technologists, designers, collaborators and gamechangers
11-12 NOVEMBER 2025 SINGAPORE
APEX FTE ASIA EXPO
Celebrating 15 years as Asia’s leading innovation & passenger experience expo
9-Series – Tapis Corporation: 9-Series is a high-tech performance Fabric designed for Vertical Surface applications. It is designed to meet the most stringent flammability requirements, including Heat Release & Smoke Density. The 9-Series is the only product of its kind in the NASA MAPTIS database and is flight-approved for use in space. Tapis is excited to announce that it is now offering nine stocked colors available for quick shipment. Booth 7C20. www.tapiscorp.com
ALLEGRA – Aviointeriors: The ALLEGRA Business Class seat delivers a comfortable travel experience with expansive personal living space, a fully horizontal bed, and easy aisle access for all passengers. Emphasizing luxury without compromise, Aviointeriors designed this seat for a high level of versatility and available customization. The seat is 100 percent made in Italy, both designed and manufactured in-house. Booth 5A30. www.aviointeriors.it
RISE Power, RISE Power + PSS – BURRANA: Discover Burrana’s RISE Power solution this year at AIX with the opportunity to see a demo in action during the show. The demo will highlight the fast charging speed and intelligence of this simple solution. Burrana is also introducing RISE Power + PSS at AIX 2025, the next evolution in inflight technology. Booth: 4D42. www.burrana.aero
Installed Physical Secondary Barrier (IPSB) –AmSafe Bridport: AmSafe Bridport is a world leader in aerospace and defence safety restraint products to ensure a safer aircraft environment. The supplier’s lightweight, highly engineered Installed Physical Secondary Barrier (PSB) offers unparalleled strength and rapid deployment. With a visually non-intrusive design that fits seamlessly into the cabin environment, it has been designed to meet stringent FAA regulations, providing a minimum delay of five seconds before entering the cockpit. Booth 5B02. www.amsafebridport.com
Shaping the future
AIX Event Director Archana Dharni tells PAX Tech what attendees, exhibitors and airlines can expect in Hamburg
by ROBYNNE TRUEMAN
The Aircraft Interiors Expo (AIX) is returning to Hamburg, Germany, from April 8 to 10, co-located with the World Travel Catering & Onboard Services Expo (WTCE) at the Hamburg Messe.
AIX Event Director Archana Dharni tells PAX Tech that the 2025 edition of AIX will welcome first-time exhibitors such as Robert Hofmann GmbH, CesiumAstro, Amerex Corp and Fraunhofer IPK. Returning exhibitors this year include industry leaders such as Panasonic Avionics Corporation, Safran, Geven, Acro Aircraft Seating and Diehl Aviation
The event will also have a heavy focus on sustainability and accessibility, two of the aviation industry’s most pressing priorities, Dharni says. “An emphasis on these themes underscores the industry’s commitment to transforming the passenger experience
while addressing global challenges.”
Dharni says sustainability is a high priority for the industry as airlines strive to meet their net zero targets. As such, AIX 2025 will highlight advancements in materials, cabin designs and operational efficiencies aimed at reducing waste and emissions. A similarly critical focus on accessibility at this edition of AIX means exhibitors will be showcasing innovations such as adaptive seating and diverse design principles.
CabinSpace Live, AIX’s conference and speaker program, is set to return this year with a lineup of industry leaders discussing trends, challenges and opportunities shaping the future of aircraft interiors.
Following the success of last year’s IFEC Zone, AIX 2025 will once again provide a hub for the latest in inflight connectivity and entertainment on the expo floor.
In order to maximize time at AIX 2025, Dharni recommends attendees explore the exhibitor list and event schedule ahead of time to identify key companies and sessions aligned with their goals, as well as checking for updates on the AIX Hub
For airline buyers, Dharni suggests taking advantage of networking opportunities to forge connections with suppliers offering tailored fleet solutions. She also says that participating in the dedicated sessions at CabinSpace Live are an opportunity for exhibitors to elevate visibility and credibility during the expo. Attendees can download the AIX app and access AIX Connect to schedule meetings ahead of the event. PAX Tech is a media partner for AIX 2025, covering updates live from the show floor.
The PAX Readership Awards return to celebrate the achievements of the industry, as voted by loyal readers
The most prestigious travel industry awards of the year are taking place in Hamburg, Germany on April 9. The PAX Readership Awards recognize achievements across the aviation industry, voted on by the loyal readership of the leading industry magazines PAX International and PAX Tech.
“The PAX Readership Awards are a chance to come together and recognize the dedication and innovation driving this industry forward,” says Aijaz Khan, Publisher of PAX International and PAX Tech. “From catering and technology to onboard amenities, these awards honour the advancements that elevate the passenger experience. We are incredibly grateful to our loyal readers for your votes and to all our supporters. We can’t wait to celebrate with you in Hamburg!”
“We deeply appreciate our readers and supporters, whose engagement allows us to grow and strengthen our role as the trusted source for news in this ever-evolving industry,” adds Jane Hobson, Managing Editor.
This year’s sponsors
The ceremony will take place at the Radisson Blu Hotel in Hamburg by invite-only, bringing the nominees, award winners and select industry members together for a night of celebration and recognition.
Robynne Trueman, PAX Tech Business Editor says, “The Awards Ceremony is a fantastic opportunity to connect with industry peers, explore new collaborations and celebrate outstanding achievements.
I’m thrilled for this year’s big event.” Here are some of this year’s categories:
• Outstanding Food Service by a Carrier
• Airline Caterer of the Year
• Best Inflight Duty Free Program
• Most Improved Airline
• Best Solutions Company
• Best Overall Passenger Experience
• Best IFE
• Best Seating
WESSCO received the award for Best Business Class Amenity Kit South America for LATAM Airlines at the PAX Readership Awards ceremony 2024
Airlines received the award for Outstanding Food Service by a Carrier South America at the PAX Readership Awards 2024
