Industry Analysis

Over 2,500 aviation technology professionals headed to Singapore in February, where 150 speakers shared their thoughts on the latest trends in software, aviation services, sustainability and marketing.

Here are our top six takeouts:

1. Seamless travel makes sound commercial sense

Truly seamless travel can reduce the security check process from ten to three seconds and the total boarding process from 25 to ten minutes according to Elsa Wong of NEC Hong Kong. If airports and airlines can use automated processes to shorten the time taken by three, they can manage three times the number of passengers without capital investment.

2. Take things steady on AI

When it comes to the use of AI, the travel and tourism industry is ripe for development – which Julia Simpson of the World Travel and Tourism Council called a polite way of saying behind the curve. But a step-by-step approach is needed in order to avoid a negative impact on the passenger experience. Companies should not try to replace many processes with AI at once, perhaps beginning with a few backend functions rather than the more customer facing applications.

3. What customers ‘feel’ is as important as what they ‘think’

Data from Cathay Pacific found that emotion and brand reputation drive 50% of passenger choice while price and product account for just 25% each. Edward Bell, the airline’s general manager of brand, insights and marketing communications said that this insight has prompted his company to focus on ‘the feeling’ that is created in its latest advertising for the new Aria Suite, following up with communicating detail such as seat functionality or film choice later on in the buying process.

4. India really is the land of opportunity

Ajay Singh of SpiceJet said that India, the most populous country in the world, is home to just 800 aircraft – yet more evidence that this market is ripe for massive expansion.

5. Promote sustainability initiatives with caution

Customers are looking for authenticity when it comes to comms on the ever-more crucial topic of sustainability, so any messaging needs to be genuinely meaningful according to Ricky Horwitz of Allianz Partners. Edward Bell at Cathy stated that the importance travellers place on green initiatives still varies considerably across the world, according.

6. More effort must be put into supply of sustainable aviation fuels

Supply and costs of SAF need to be addressed if the industry is to meet sustainability targets. SpiceJet’s Kamal Hingorani maintained that currently it is three times as expensive as standard fuels and globally only 0.5% of the SAF fuel that is required is available.

If you want to have a chat about how your business can communicate effectively around these issues and how tech can be used to improve the passenger experience – do get in touch.