Four events in four days shine a light on the latest innovations and services transforming the passenger experience industry.
The global travel and tourism industry is one of the most dynamic economic powerhouses on the planet. It not only creates jobs, but connects businesses to markets, drives exports, is a catalyst for prosperity and generally helps people enjoy better lives worldwide. The World Travel and Tourism Council (WTTC) estimates that the sector accounts for 10.4% of global GDP and 313 million jobs, making it one of the largest contributors economically in the world. The connectivity provided by international air and rail transport is one of the key factors in facilitating its growth.
It is estimated that over half of international tourists travel by air, meaning aviation plays a crucial role in supporting one of the globe’s most important economic sectors. And according to the International Air Transport Association (IATA), it contributes an enormous 2.3 trillion euros with more than 120,000 flights taking off daily – transporting more than 10 million passengers worldwide.
It’s clear that the aviation sector is thriving, and the global rail market is also in a period of growth according to the 2018 Worldwide Market for Railway Industries Study. Since 2016, its value has grown from 169 billion to 183 billion euros, with the rate outstripping forecasted growth of 2.3% two years ago, to 2.8%.
This strong growth has resulted in changes across the air and rail sectors with a greater focus on improving customer satisfaction levels through innovations in onboard service and environments. For example, a new raft of commercial aircraft models from leading manufacturers Airbus and Boeing has forced airlines to refine the offering they provide to passengers, while developments in onboard catering and cutting-edge technology are attracting passengers to travel operators that have a modern and unique approach to travel. The key to sustaining this success lies in being aware of – and acting on – key trends without being outmaneuvered by competitors.
The spotlight is on passenger experience
This year’s Passenger Experience Week, taking place in Hamburg from 1-4 April 2019, brings together four leading events that aim to provide ideas, inspiration and solutions for air, rail and cruise buyers looking to improve the experience they offer to their passengers. Comprising Aircraft Interiors Expo (AIX), World Travel Catering & Onboard Services Expo (WTCE); Passenger Technology Solutions (PTS); and the Passenger Experience Conference (PEC), the series of events will showcase the latest cabin interiors, in-flight entertainment and connectivity, passenger comfort, catering, retail offerings and technology software that will ultimately transform the experience passengers receive on a plane, train, coach or cruise ship.
Over 950 exhibitors will be on hand throughout the week to showcase their innovations to 18,000 attending industry professionals. Of these, more than 2,000 will be VIP guests – leading decision makers representing the world’s major air and rail operators – looking to find those unique, new-to-market products that will set their business apart from the rest. Face-to-face buying, selling and networking will dominate proceedings across the Hamburg Messe throughout the week.
Learning from industry visionaries
Marking the start of Passenger Experience Week 2019, the Passenger Experience Conference (PEC) will bring together thought leaders from across the global aviation, rail and cruise sectors, who will share new ideas and discuss the next steps in the evolution of the passenger experience from onboard environments to services.
Delegates joining this year’s conference on 1 April will be able to hear speakers from Airbus; Seymourpowell; Diehl Aviation; Panasonic Avionics Corporation; Collins Aerospace; and Passenger Experience Week supporting organisation, International Air Transport Association (IATA).
Opening the conference, Joe Leader, Chief Executive Officer of the Airline Passenger Experience Association (APEX) and International Flight Services Association (IFSA), will provide the inside track on the strategies that will deliver more competitive cabins. He will offer insight on how to deliver greater value for passengers and improve revenue for airlines; the transformative approaches to making the journey better; and how to integrate new technologies and tools every step of the way.
Following the day’s keynote sessions, three breakout streams will focus the discussion on key trends shaping the future of the industry – The Competitive Cabin, Digital: The New Reality, and Revitalising the Journey.
The Competitive Cabin stream will help delegates understand how suppliers are innovating products and services to deliver a better passenger experience and increase revenue. The session will explain the importance of technology collaborations in creating innovative interiors solutions that enhance the journey of all travellers – including those with mobility, visual or hearing impairments.
With a digital revolution underway in the travel sectors, Digital: The New Reality will explore the importance of integrating technology across the entire journey to create a seamless and connected environment. Speakers will explore the role of automated and digital/mobile self-service; how biometric technologies are opening up opportunities through airports and on aircraft; and how the food and
retail experience onboard can be digitalised to improve engagement and passenger enjoyment.
In the final stream, Revitalising the Journey, speakers will address how new sensory technologies can help passengers navigate their journeys. From sensory touchpoints – sonic branding, voice technologies, haptic feedback – to augmented and virtual reality, delegates will learn more about the opportunities to improve experiences, while tackling new challenges in cabin design. Sessions will encourage delegates to rethink both the physical and onboard experience, from understanding how biometric technologies, such as facial recognition, are transforming passenger experiences in a world of self-service; to the opportunities to deliver outstanding personalisation, helping passengers to arrive at their destinations feeling relaxed and refreshed.
Serving up innovation at WTCE
For the past two decades, AIX has become the global meeting place for airlines to source innovative technologies and solutions to improve the passenger experience. In more recent years, it has been joined by sister exhibition, the World Travel Catering & Onboard Services Expo (WTCE), which has also grown significantly in its own right to become the leading global event for travel catering, onboard retail and passenger comfort.
This year’s instalment, which sits alongside AIX at the Hamburg Messe in halls A1-A3, is set to be one of the biggest to date, thanks to continued demand for the very best onboard experience the world’s leading airlines, rail companies and cruise liners can provide.
Indeed, according to Global Industry Analysts Inc., the worldwide market for in-flight catering services is projected to reach 15.5 billion euros by 2020, driven by ever increasing – and demanding – passenger traffic and an abundance of service innovations by airline operators. And with more than five million meals served onboard flights each day, it’s no surprise that businesses are looking for new and innovative ways to improve their onboard offerings and attract new customers.
Many airlines are already switching things up when it comes to their catering. Take Emirates for example, which has announced it is building a vertical farm to grow food for its meals with less impact on the environment. Meanwhile, Delta Airlines is trialling a new three-course meal plan served with sparkling wine; Air France has added a new ‘healthy’ meal option to it’s a la carte menu, while conversely, Swiss Air has added new hot cheese fondue to its menu. Whatever the innovation, its clear there is a place in the market for new ideas when it comes to onboard catering, and this year’s WTCE is the place to find them.
What’s on at WTCE
The free-to-attend exhibition houses over 350 suppliers of onboard products and services, including more than 180 dedicated to food and drink. These include The Barilla Group, which will showcase its dedicated line of Italian food solutions for foodservice professionals under its most famous and well-loved brands, Barilla and Mulino Bianco. Cuisine Solutions, an industry leader in the expert development and manufacturing of premium, fully cooked foods using the sous-vide method, will also be present, demonstrating its slow-cooking technique that was pioneered and perfected by its Chief Scientist Dr. Bruno Goussault.
WTCE will once again present visitors with a host of new products for complimentary in-flight and buy onboard menus from cheeses to chocolates. Companies such as Brazzale Spa, the oldest Italian family business in the dairy and cheese-making industry; Butlers Chocolates, Ireland’s premier family-owned firm dedicated to the craft of exceptional chocolate-making; and Dr. Schar Group, the European leader in gluten-free products, will all present the latest food and beverages suitable for onboard consumption.
Visitors can also see products from a broader range of categories including hygiene, transport and logistics, packaging, travel retail, passenger comfort and toys and games, with many launching products that have never been seen before. This year, visitors will have the opportunity to view products from the full spectrum of airline and rail suppliers – large and small – including LSG Group, Matrix, Bayart Innovations, dnata and gategroup, as well as those from more than 100 new exhibitors that have not previously launched into the industry.
The New Exhibitor Village gives companies that are new to the industry the opportunity to reveal their services or products to more than 200 international airlines and rail operators. With a dedicated, stand-out area on the show floor, participants will benefit from a unique platform to market their innovations.
Companies already signed up to showcase their products in the Village include Belberry Preserves, Belgian-based purveyors of fruit preserves; Chum Fruit Snacks, 100% healthy fruit snacks featuring the simplest purest ingredients; Farmhouse Biscuits, biscuits baked from traditional, old-family recipes; Nature Frais, an agri-food company which specialises in the cutting of fresh vegetables and fruits; and frozen bread producers Novepan.
Elsewhere, there will be a selection of designated areas to enable visitors to easily identify products and services that are of interest to them. Giving airtime to brand new products will be the What’s New Onboard showcase that will feature products and innovations launched to the market in the past 12 months or less from exhibitors including Monty’s Bakehouse and Dr. Schar.
The growing Focus on World Travel Retail will return to Hall A4 to showcase products that can help drive revenue opportunities onboard. In the cut-throat travel retail industry, operators need that all-important competitive edge to set their business apart from the rest and win customers. Exhibitors taking part this year include Schafer Travel Retail GmbH, a supplier with more than 10 years’ experience supplying a wide selection of brands and products to over 60 airlines and 40 airports worldwide; Chateau d’Esclans Whispering Angel, a leading producer of a renowned range of Cotes de Provence roses; Lemonaid Beverages, fairtrade lemonade made from fresh, organically grown ingredients; MeMento, a blend of distilled aromatic waters filled with the scents of the Mediterranean; and Gebr. Heinemann, one of the top players on the international travel retail market. Visitors will also have an opportunity to sample new products and engage with other attendees at the Gebr. Heinemann networking bar.
The Spotlight on Travel Apparel feature, sponsored by Egret Aviation and MODUS, will return to the exhibition’s central entrance to showcase the latest onboard clothing. Operators looking to update their brand or source new uniforms will find plenty of inspiration and ideas in this area. Further examples of the latest uniforms, crew luggage and travel accessories can be found on the show floor, with new companies CREATION & IMAGE Paris, GATE8 Luggage, OX'BRIDGE and Sky Soles joining the exhibition.
Also providing visitors with unrivalled inspiration for their air, rail and cruise operations will be this year’s Taste of Travel Theatre. Run in association with Onboard Hospitality magazine, presentations and live demonstrations – delivered by leading consultants, industry experts and award-winning chefs will aim to educate the audience about the future of the sector, encourage them to think about current and upcoming trends and urge them to understand how they can best enhance the passenger experience. Taking place across all three days of the show, the sessions will focus on a diverse range of trends including sustainability, packaging, food waste, pre-ordering and wellbeing.
Sustainability in the air is one of the current industry hot topics and will feature prominently in this year’s Taste of Travel programme. Matt Rance of MNH Sustainable Cabin Services will lead this important debate in a session entitled Sustainable Thinking as he examines how suppliers and airlines can work together to provide cradle-to-grave thinking for onboard products.
Phil Chadwick, editor of Packaging News magazine, will also chair a debate around the challenges of plastic and sustainability onboard, in a session entitled Less Plastic in the Air. Taking a look at current hot packaging innovations, a further session entitled Best Sustainable Packaging will invite five exhibitors to give a quick-fire pitch to three expert judges on how their solutions are the most environmentally friendly.
Wellbeing is another hot topic that is sure to provoke lots of lively debate in the Taste of Travel Theatre. Tied to this is the theme of gut health, which will be addressed by Marc Warde, culinary consultant to the airline rail and cruise industries, as he explores the new generation of meat-free, gluten-free and allergy-friendly meals suitable for health-conscious passengers. Ariane Van Mancius of Now/New/Next will also examine the habits and hang ups of passenger eating habits in her session entitled ‘How Generations Y and Z eat’. She will look at the influences of these ‘new kids on the block’, and in particular how the rules are being re-written through social media and Instagram.
Other themes that will be covered include ‘Dine on Demand’ by Werner Kimmeringer and Craig Devoy of Yates+Partners; how consumers are using technology to personalise their food, health, travel and lifestyle by Mariette Abrahams of Mariette Abrahams Consulting; ‘Pre-ordering’ by Delta Airlines Executive Chef Christian Hallowell; and a session on ‘Best Rail Dining in Europe’ by two members of the Junior National Team of AKC (Czech Chefs Culinary Association) who will also demonstrate the latest dining concepts on Czech Railways. In celebration of its centenary year, representatives from British Airways will also present some of the airline’s new menus along with samples.
Returning to facilitate meetings on site, WTCE’s Business Meeting Hub provides the perfect place to do business at the show. Private meeting rooms will be available, enabling VIP airline and rail attendees to arrange meetings with existing or new suppliers. Also aiding relationship building is the improved My Event tool that allows visitors and exhibitors to pre-arrange meetings, so they can maximise time spent at the show.
Katie Murphy, Portfolio Director at Reed Exhibitions, said: “We’re delighted to return to Hamburg this April to mark the 20th anniversary of AIX and the continued growth of co-located events, World Travel Catering & Onboard Services Expo, Passenger Technology Solutions and the Passenger Experience Conference.
“More than ever, we’re seeing a clear need for collaboration and cross industry pollination as operators look to transform the passenger experience and learn from best practice across the industry. And, with digital technologies connecting services on the ground and in the air, our four events will help the aviation, rail and cruise sectors transform the passenger experience by sourcing the most innovative products and services and learn from the brightest minds from across the travel industry.”
Passenger Experience Week 2019 returns to Hamburg from 1-4 April comprising Aircraft Interiors Expo (AIX), World Travel Catering & Onboard Services Expo (WTCE), Passenger Technology Solutions (PTS) and the Passenger Experience Conference (PEC). The four leading events in one location – the Hamburg Messe – share one goal: to shine a light on the latest innovations and services available to enhance the travel experience and improve the onboard comfort and wellbeing of passengers.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
