WTCE Review
Left, Michel Quissac and Jeremy Clark. Above, two well-designed stands at the World Travel Catering & OnBoard Services Expo in Germany’s second largest city, Hamburg
working on the move; Technology – more choice at their fingertips, no more checking in at airports, iPads for crew to improve customer relationships. When choosing a new frozen meal supplier she invited passengers on Facebook to choose their favourite meal supplier; Sustainability – be prepared to risk upsetting a customer when it comes to meal time. It is OK not to have everything for everyone. Simply apologise to the passenger and tell them you have run out of that product, saving airlines money and weight. In a panel discussion, Armand Masson of
Eurostar compared his service with supplying 72 jumbo jets every day between London and Paris. Pizza seems to be the way forward. Richard Cushing of GuestLogix spoke of real
time credit card process in the air combined with excellent fraud detection. Ryanair is already taking this up. “Onboard connectivity helps to reduce fraud.” “The debate continues on how airlines
should charge for connectivity. We have to charge each passenger for each transaction but as we are offering something they want they are happy to pay, unlike having to pay for their luggage!” added Cushing. LSG’s Michael Wahl spoke of the trend for pre-ordering of meals to ensure freshness for
BoB. With new technology passengers can pre-order just one hour of check-in adding product freshness. Future aircraft will have less galley space and more seats. Pre-ordered meals can be stored in a compact space.
The snowflake and the egg. On the FORMIA stand we met Sarah DaVanzo of New York’s Kaplan Thaler Group that claims to make unknown brands famous and create ideas that become part of our culture. Sarah’s focus is watching culture, spotting trends and imagining the future for new business and clients. In her presentation sponsored by FORMIA and LSG Sky Chefs, Sarah spoke about the pursuit of hedonism as the new wave of luxury values deep satisfaction and brand connection over cost and convenience. “There are two types of passenger” said Sarah. “Maximal and minimal. The Snowflake (desires) and the Egg (deserves). Everyone is both snowflake and egg depending on their mood. The passenger may be terrified or in bliss when they fly and it is our job to make them happy. They want quality and brands and they want to know where they come from. An inflight amenity kit needs to give a lasting impression.”
Dates for the diary: Aircraft Interiors and World Travel Catering & Onboard Services Expo, HAMBURG April 9-11 2013
WHAT WE LEARNED IN HAMBURG: During the first day’s conference session we learned about: • Changing tastes and lifestyles – critical trends shaping consumer expectations in the future • Change and innovation in the cabin • Differentiating your brand whilst embracing standardisation within the airline cabin • Meeting changing expectations of friendliness and service • Offering passengers choice while making money • How to create an engaging passenger experience onboard • How airlines can evolve their IFE&C strategies in a way that is good for business and makes sense to passengers
Michel Quissac (left) and Mehdi Amiri (right) who created a meal in the Premium Taste Challenge with OnBoard Hospitality’s Jeremy Clark (centre)
www.onboardhospitality.com 61
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