Trends in Onboard Hospitality
51
Raymond Kollau Founder airlinetrends.com [email protected] Aircraft Interiors Expo Hamburg 8 April 2013
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Our presentation at the 2013 AIX Passenger Experience Expo in Hamburg A preview of new research into the hospitality trends that will impact on your service delivery and make a difference to your customers, including: - Cabin crew as concierges - The service touch: learning from hospitality brands - Teaming up with consumer brands for onboard amenities - Airlines as cultural ambassadors: going local, storytelling, sense of place
Transcript of Trends in Onboard Hospitality
EMPOWERED
Informed
Connected
IN CONTROL
Choice
Self-service
INDIVIDUAL
Personalized
EXPECTATIONS
Experienced
Other industries
CONVENIENCE
Seamless
Real-time
DIVERSE
Non-western
Older, female, GenY
VALUE FOR MONEY
Format competition
Frugal customers
EXPERIENCE(S)
Comfort
Storytelling
Surprise
Human
LESS LOYAL
Competition = choice
Recognized, rewarded
SOCIALLY
RESPONSIBLE
Sustainability
Transparency
Accountability
TRENDS x TOUCHPOINTS = INNOVATIONS
CREATIVE DESTRUCTION
‘CATCHING UP’
CHALLENGERS
INDUSTRY LEADERS
‘NICHE PLAYERS’
‘VALUE PLAYERS’
www.airlinetrends.com/services
www.airlinetrends.com/newsletter
Free
news-
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Trend
reports
Trend
sessions
TODAY
Singapore Airlines x Bose, Givenchy
TODAY
Singapore Airlines
Trends & innovations
TODAY: ONBOARD HOSPITALITY
TODAYCONNECTED CREW
About 10 airlines have equipped purses with tablets
Qatar Airways (concept)
TODAYPERSONAL SERVICE
BA ‘Know Me’ (big data: passenger intelligence)
TODAYPERSONAL SERVICE
TODAYPERSONAL SERVICE
BA ‘Know Me’
BA ‘Enhanced Service Platform’
TODAYONBOARD CONCIERGES
Onboard Travel Advisor(trial 1H2012)
‘Maitre d’Hôtel’ Provide details on in-flight menu
Air New Zealand ‘inflight concierge’ (2008-12)
TODAYONBOARD CONCIERGES
KLM ‘social media hub’
TODAYREAL-TIME CUSTOMER SERVICE
Connected aircraft
TODAYREAL-TIME CUSTOMER SERVICE
"We had a first class guest who wrote an
angry tweet, in flight, about never
getting a sandwich he ordered.
When we saw it, we immediately sent a
message to the crew, saying
'The man in 3C needs his sandwich.'
The result? A customer for life.“Porter Gale, VP Marketing Virgin America
Virgin America x Salesforce Chatter (concept)
TODAYREAL-TIME CUSTOMER SERVICE
Delta real-time luggage tracking
TODAYREAL-TIME INFORMATION
JAL smartphone holder
TODAYBYOD
SmartTray
TODAYBYOD
Qantas ‘Q-streaming’ (B767)
TODAYTABLETS
THE SERVICE TOUCH
Japan Airlines
THE SERVICE TOUCH
Virgin Australia ‘suit bag’
Turkish Airlines iPad & Haj amenity kits
TODAY‘MEMENTO’
Cathay Pacific x Shanghai Tang, G.O.D.
TODAYLOCAL
Finnair x Marimekko
TODAYLOCAL
Industry standard
BEYOND FULL-FLAT BEDS
Lufthansa ‘pre flight dinner’
TODAYBEYOND FULL-FLAT BEDS
Virgin Atlantic ‘Snooze Zone’
TODAYBEYOND FULL-FLAT BEDS
Malaysia Airlines, THAI A380s
TODAYKIDS-FREE
AirAsia X ‘Quiet Zone’
TODAYKIDS-FREE
KLM, airBaltic, Finnair, Malaysian, Spring Airlines
TODAYSOCIAL SEATING
Swiss Rail x Starbucks
TODAYBRAND PARTNERSHIPS
BRANDED PARTNERSHIPS
BA x Twinings ‘high altitute blend’
BRAND PARTNERSHIPS
JAL x Yoshinoya (x Mosburger, x KFC, x …)
BRANDED AMENITIES
Delta x Westin ‘Heavenly Inflight Bedding’
BRANDED AMENITIES
JAL x airweave
BRANDED AMENITIES
JAL, ANA x airweave
BRANDED AMENITIES (passenger expectations)
Quality, product placement
x
x
x
Alitalia ‘Made in Italy’
TODAYSTORYTELLING
Air France x Michel Roth (CDG - Montreal)
TODAYSTORYTELLING
Estonian Air ‘gourmet flight’
TODAYSTORYTELLING
Premium meal in Economy
TODAYSERVICE AT A FEE
DO&CO last minute desk (VIE)
TODAYSERVICE AT A FEE
Mix ‘n match pre-order (airBaltic)
TODAYSERVICE AT A FEE
Meal: € 7-12
Salad: €5-8
TODAYWHAT MAKES PASSENGERS FEEL GOOD ABOUT FLYING?
Delta ancillaries evolution
SERVICE AT A FEE
IATA New Distribution Capability (differentiation)
TODAYSERVICE AT A FEE
WANT MORE TRENDS & INNOVATIONS?
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The fast-paced and interactive trend session, led by
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and combines the trends discussed with dozens of
the latest airline product and service innovations
and links them to the various customer touchpoints:
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For KLM Inflight Services, airlinetrends.com organised a trends and
innovations workshop in which we presented an overview of the major
trends and innovations in onboard hospitality, which was followed by an
interactive workshop in order to generate ideas for KLM’s onboard
experience in 2015.
For the Marketing Department of TAM Linhas Aéreas, airlinetrends.com
presented a two-and-a-half hour ‘download’ of the latest trends and
innovations in order to show how airlines and airports around the world
are coming up with new innovations as a response to changing
consumer/passenger needs.
For airline amenities specialist FORMIA, airlinetrends.com at the
Hamburg Aircraft Interiors Expo presented its view about the future of
luxury and how airlines can learn from luxury brands to improve the
passenger experience.
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To meet the demands from increasingly demanding and savvy passengers, airlines are
recognizing that instead of developing elements of services themselves, it is easier to team up
with well-known brands who stand for quality in a specific field. Although branded amenities
aren’t a new feature onboard airlines – think amenity kits – the number of brand partnerships in
recent years has expanded to other parts of the passenger experience.
Trends in Onboard Hospitality
Besides dealing with shorter cabin interior and seating lifecycles, airlines are stepping up the
quality of the ‘soft’ elements of the passenger experience in order to meet today’s passenger
expectations. Containing over 100 recent product and service innovations from airlines around
the world, this report contains the latest airline hospitality trends that will impact on service
delivery and make a difference to passengers.
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