At the Passenger Experience Conference in Hamburg, industry leaders gathered on stage to explore how airlines can cycle-proof the customer experience to ensure their continued viability and relevance in a fluctuating economic environment.

The panel discussion highlighted the lessons learned from the Covid-19 pandemic and explored innovative strategies to enhance in-cabin experiences while maintaining profitability.

Jo Hirayasu, Product Marketing Manager from Japanese low-cost airline Zipair Tokyo, emphasised the necessity of continuous innovation. “We must always innovate the cabin experience,” he said. “It is key to our future growth and will enable us to stand out from the crowd.”

Melanie Berry, director of customer experience at Iberia, shared insight on the digital transformation of in-flight entertainment (IFE). “At Iberia, we are 95% connected. The future will continue to be digital-focused for our passengers. Innovations in IFE such as screen mirroring will be something the industry must explore. I want to move forward, but it can sometimes be hard to be the first to innovate,” Berry remarked, expressing both enthusiasm and the challenges faced in implementing new technologies.

Nick Galano, Director of Starlink Sales and Partnerships at Space Exploration Technologies, encouraged a bold approach to innovation despite challenges. “The industry always has to balance and remain aware of challenges, but sometimes the best innovations – come from being bold, so just go for it,” Galano advised, advocating for a proactive stance in the pursuit of cutting-edge solutions.

Hirayasu agreed, adding, “Someone has to be first – to move the industry forward and keep innovation coming through, I know we can’t hide away from making bold changes.”

The panel also touched on the critical issue of sustainability, with Berry highlighting Iberia’s commitment to environmental responsibility. “Sustainability is mega important for us. Circularity too. Finding ways of reusing things to extend the life of materials – more and more passengers expect to see us shifting our eco-friendly practices forward. We must not forget innovation plays a huge role within sustainability too.”

As the airline industry continues to navigate economic uncertainties, the insights from this panel discussion underscored the need for adaptability and innovation. By focusing on enhancing the passenger experience and embracing sustainable practices, the panel agreed that airlines can better position themselves to withstand future economic cycles and meet evolving customer expectations.