Expect good things is the big news coming out of the morning sessions of the Airline Passenger Experience Association (APEX) EXPO in Singapore.
Presentations focused on finding a balance between airline profitability and passenger satisfaction.
Perhaps the most inspiring presentation in this regard came from Finnair’s CEO Pekka Vauramo, who emphasised that moving beyond cost-cutting measures and building a strong and clearly defined brand had helped the airline meet its targets as it grows in Asia.
It's not only about cutting costs, says Vauramo. It's important to keep focus on factors which drive growth. #APEXEXPO pic.twitter.com/qIoagrTLNo
— FlightChic | ✈️💺 (@designerjet) October 24, 2016
Pekka Vauramo CEO @finnair on strategic position @HelsinkiAirport and building top PaxEx for growth. #APEXEXPO pic.twitter.com/sR42H6BRDD
— FlightChic | ✈️💺 (@designerjet) October 24, 2016
The A350 has improved performance of Finnair, and unique Nordic experience, (including +1M liters blueberry juice!) #APEXEXPO
— FlightChic | ✈️💺 (@designerjet) October 24, 2016
Vauramo inspired by hotel industry to improve airline competitiveness. Need to educate the market away from commodity status. #APEXEXPO 🎉
— FlightChic | ✈️💺 (@designerjet) October 24, 2016
“We want to make travelling easy and pleasant.” 16 Quotes On Finnair’s Customer-Focused Strategy | #APEXEXPO https://t.co/J1B2mS3LVS
— FlightChic | ✈️💺 (@designerjet) October 24, 2016
Pekka Vauramo CEO of @Finnair says embracing design in the cabin interior is a key element for increased NPS.#APEXEXPO
— Garen Moreno (@Garenmoreno) October 24, 2016
Vauramo explains the importance of balancing digital with personal service. #APEXEXPO Commoditizing air travel is a mistake, he suggests. pic.twitter.com/DghpBxzS41
— FlightChic | ✈️💺 (@designerjet) October 24, 2016
Airbus’ VP Cabin Marketing, Ingo Wuggetzer, also shone a bright light on the product and experiential elements which will drive the air travel experience in the near term future.
Good #PaxEx is elementary. Ingo Wuggetzer @Airbus shares critical elements of creating brand ambiance and PAX-friendly spaces. #APEXEXPO pic.twitter.com/IkgiF4WhhX
— FlightChic | ✈️💺 (@designerjet) October 24, 2016
Get ready for #PaxEx 2025 #APEXEXPO (Looking forward to this!) pic.twitter.com/yMNOzCYz9T
— FlightChic | ✈️💺 (@designerjet) October 24, 2016
Focus on #paxex (from the ground up) @EtihadAirways new Terminal #APEXEXPO [Jimmy Durante 'Make Someone Happy' is playing. I'm verklempt.] pic.twitter.com/eDgpprASas
— FlightChic | ✈️💺 (@designerjet) October 24, 2016
At #APEXEXPO @Airbus will have special sessions to help airlines plan optimal Airspace Cabin experience. (So cool!) pic.twitter.com/sEnxTJcvK0
— FlightChic | ✈️💺 (@designerjet) October 24, 2016
Wuggetzer shares view of Crew Services 2025. #APEXEXPO pic.twitter.com/PtsvoL81S2
— FlightChic | ✈️💺 (@designerjet) October 24, 2016
Ingo Wuggetzer @Airbus: 55-65% of pax value onboard wifi as a key criteria when choosing an airline #APEXEXPO #PaxEx
— Future Travel (@FutureTravelX) October 24, 2016
From 2007 we've gone from zero connected airlines to 74 connected airlines across all business models, says Ingo Wuggetzer @Airbus #APEXEXPO
— Stephanie Taylor (@Inflight_Steph) October 24, 2016
Wuggetzer says, enabled by connectivity, ancillary revenues could grow from 40.5bn euros today to 130bn euros over next few years #APEXEXPO
— Stephanie Taylor (@Inflight_Steph) October 24, 2016
Keep your eye on developments in Virtual and Augmented Reality, Wuggetzer says. #APEXEXPO pic.twitter.com/PvZA7PGDYJ
— FlightChic | ✈️💺 (@designerjet) October 24, 2016
Forget digital natives and start worrying about satisfying the needs of *digital residents* Wuggetzer suggests. #APEXEXPO pic.twitter.com/SjatvvaXlw
— FlightChic | ✈️💺 (@designerjet) October 24, 2016
No APEX meeting would be complete without an in-depth look at technology’s role in driving change.
While we expect many focused sessions today which will look at various elements of building a strong digital infrastructure, Google’s Partner Development Manager, Max Coppin, gave us a down-to-earth view on digital transformation.
"We're moving from a mobile first into a mobile only world," says @google's Max Coppin #APEXEXPO
— APEX (@theAPEXassoc) October 24, 2016
Google is ready to Tango with #travel – @Tnooz //Delivering Augmented Reality Navigation #APEXEXPO https://t.co/u1qLQeXRMX
— FlightChic | ✈️💺 (@designerjet) October 24, 2016
Coppin: Amazon says for every 100 millisecs of latency in its app, it loses 1% of revenue. Airlines needs to think about this! #APEXEXPO
— Inflight (@inflightmag) October 24, 2016
To @google the Starbucks app counts as a #travel app which, yeah OK, I can't argue. #APEXEXPO pic.twitter.com/keTZLwnaAA
— FlightChic | ✈️💺 (@designerjet) October 24, 2016
There was no mention of Google Glass, but we did see the new Google Viewer on display–which offers unique possibilities for in-flight entertainment.
Is Google Daydream View the Answer to Airline VR Entertainment..and those “Pesky Kids”? | Flight Chic #APEXEXPO https://t.co/V09Yg1lRrU
— FlightChic | ✈️💺 (@designerjet) October 24, 2016
And of course, we heard again about Google’s plans to integrate the digital journey, which includes looking at things like Google maps onboard. How realistic that might be, when their maps system relies on a connection is to be determined.
Here are some of my favourite take-aways from other of the morning’s sessions:
Steven Greenway, U-Fly Alliance: U-Fly was set up as an LCC alliance but it's interesting that some FSCs are now talking to us #APEXEXPO
— Future Travel (@FutureTravelX) October 24, 2016
Greenway: Digital experience is consistent. Humans aren't, but I agree we do need to find a balance. #APEXEXPO #PaxEx
— Stephanie Taylor (@Inflight_Steph) October 24, 2016
Rossen Dimitrov @qatarairways: The personal touch is so important. Pax will remember a personalised experience #APEXEXPO #PaxEx
— Future Travel (@FutureTravelX) October 24, 2016
Yehudit Grisaro, EL AL: We're focused on the interaction between crew and pax – you can create real added value this way #APEXEXPO #PaxEx
— Future Travel (@FutureTravelX) October 24, 2016
Linda Celestino VP Guest Services @EtihadAirways explains exceptional product, hospitality and luxury key to differentiate. #APEXEXPO pic.twitter.com/tEVvC2wi9f
— FlightChic | ✈️💺 (@designerjet) October 24, 2016
IBM’s Head of Design for travel and transportation has now inspired major note taking goals.
https://twitter.com/chrisnoessel/status/790390265156476928
https://twitter.com/chrisnoessel/status/790390924417257472
https://twitter.com/chrisnoessel/status/790394130299957248
https://twitter.com/chrisnoessel/status/790409513857789952
(Gotta up my game because my notes do not even come close.)
APEX’s charity partner is doing amazing and vital work. If you can, please support them.
Ruby's sight was restored through surgery on board the #FlyingEyeHospital, an initiative by APEX’s official partner charity Orbis #APEXEXPO pic.twitter.com/kNauYXjLDz
— APEX (@theAPEXassoc) October 24, 2016
Great article @virgin website, about the Orbis Flying Hospital raising awareness for #WorldSightDay @richardbranson https://t.co/EVqpnqhZa7 pic.twitter.com/80nWTJtGkG
— StreetVisit | 360° & VR Panoramic Photography (@StreetVisit) October 13, 2016
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