1.
CATERING TO PASSENGER EXPECTATIONS IN AN ON-DEMAND ECONOMY
PASSENGER EXPERIENCE CONFERENCE, HAMBURG, 9 APRIL 2018
RAYMOND KOLLAU | FOUNDER AIRLINETRENDS | RAYMOND@AIRLINETRENDS.COM | WWW.AIRLINETRENDS.COM

2.
Raymond Kollau (47) is founder of
AirlineTrends and has extensive
experience in analyzing industry and
consumer trends and translating
these trends to relevant innovations
in the airline passenger experience.
WHAT OUR CLIENTS SAY
© AIRLINETRENDS 2018
AIRLINE TRENDS | INSPIRATION FOR PASSENGER EXPERIENCE INNOVATION
Raymond is a frequent presenter and facilitator of trend
sessions at airlines and airline suppliers around the globe, as
well as industry events such as the Hamburg Passenger
Experience Conference and Future Travel Experience.
Besides publishing the AirlineTrends newsletter (10,000
subscribers worldwide), Raymond has been quoted by
publications such as New York Times, CNN, NBC, Telegraph, Der
Spiegel, AdWeek and DesignWeek.
Before founding AirlineTrends, Raymond worked as Industry
Analyst at PWC Consultants (now part of IBM), Strategist at
Agency.com (part of TBWA) and Head of Research at consumer
trends agency TrendWatching. Raymond holds a Master degree
in Business from the University of Amsterdam, the Netherlands
and also studied International Relations at Yonsei University in
Seoul, South Korea.
“With AirlineTrends you can get an overview, as well as deeper insights,
of airline-related trends and new developments about a general or
specific subject in a very quick and efficient way. Thanks!”
- Robert Ehrencron, Business Development Manager, KLM IFS
“Airbus Consulting has partnered with Airlinetrends to offer our airline
customers support in the development of their passenger experience.
This takes us beyond the cabin and into hospitality throughout the
entire journey.” – Amrish Pathack, Head of Airbus Consulting

3.
TREND RESEARCH
& PRESENTATIONS
INNOVATION
WORKSHOPS
INSPIRATION CONCEPT DEVELOPMENT
© AIRLINETRENDS 2018
AIRLINE TRENDS | INSPIRATION FOR PASSENGER EXPERIENCE INNOVATION

4.
Consumer behavior is changing. As smartphones make it quick
and hassle-free to order goods online, watch a movie, or flag a
taxi, the so-called ‘On-Demand Economy’ has generated a sense
of entitlement with consumers to fast, simple, attention-saving
experiences.
And, in what TrendWatching has dubbed ‘Expectation Transfer’,
the experiences consumers have with one brand also impacts
the expectations they have from brands in other industries.
So what does this on-demand mindset mean for the inflight
experience, in particular for onboard catering?
At this year’s Passenger Experience Conference in Hamburg,
AirlineTrends founder Raymond Kollau delivered a presentation
on the impact of our on-demand lifestyles has on the food and
beverage expectations in-flight.
This overview was the starting point for a wider discussion,
bringing together experts from KLM, Norwegian, LSG Group and
Diehl to consider the challenges the on-demand catering trend
poses and how the industry could address them.
THE ON-DEMAND ECONOMY
One of the areas where the on-demand economy has
had an enormous impact is food delivery. Online food-
delivery platforms such as Just Eat, GrubHub, Delivery
Hero, Deliveroo, Takeaway.com, FoodPanda, Foodora,
Uber Eats and Amazon Restaurants have expanded
choice and convenience, allowing urban customers
across the globe to order from a wide array of
restaurants with a single tap of their mobile phone.
These on-demand expectations are also transfering to
the travel sector. For example, hotels such as Marriott
allow guests to order food and amenities via the hotel
app, while other hotel chains have partnered with
food delivery platforms to replace room service. And
Deliveroo has just launched a food delivery service to
passengers waiting at the gate at Dubai Airport and
Amsterdam Schiphol.
Today, only about a dozen airlines allow passengers to
order food or snacks on demand, be it via the
(wireless) IFE system or by just asking the flight
attendant.
AIRLINE TRENDS | CATERING TO PASSENGER EXPECTATIONS IN AN ON-DEMAND ECONOMY
© AIRLINETRENDS 2018
In Business Class, on demand meal service is part of a
broader trend that sees airlines introducing
hospitality-inspired service offerings that provide
passengers in premium classes with more choice and
control.
Passengers onboard Etihad, Qatar Airways, Air Canada,
KLM, and Finnair can order a meal or snack whenever
they want, while Japan Airlines and Air New Zealand
let passengers order a light meal or snack via the IFE
system in between regular meal services. Cathay
Pacific has been trialing an on-demand catering
service in 2017.
At the other end of the spectrum are long-haul low-
cost carriers such as Norwegian and Level – but also a
hybrid LCC like FlyDubai – who give passengers the
option to purchase buy-on-board catering via the in-
seat IFE system. For these carriers this is a way to
“keep the store open” during the full flight, instead of
just selling items when the crew walk the aisle with
the trolleys.

5.
THE ON-DEMAND ECONOMY HAS GENERATED A SENSE OF
ENTITLEMENT TO FAST, SIMPLE, AND EFFICIENT EXPERIENCES
THE ON-DEMAND ECONOMY | CUSTOMER STANDARDS & EXPECTATIONS
© AIRLINETRENDS 2018

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CUSTOMER EXPERIENCE | THE ON-DEMAND ECONOMY
© AIRLINETRENDS 2018

7.
CUSTOMER EXPERIENCE | THE ON-DEMAND ECONOMY
© AIRLINETRENDS 2018
#IdiotProofOrdering

8.
THE ON-DEMAND ECONOMY | DOMINO’S AS UNLIKELY CX CHAMPION
© AIRLINETRENDS 2018
Domino’s is not just in the pizza-making business,
but in the pizza-delivery business. […] We are as
much a tech company as we are a pizza company.
J. Patrick Doyle, CEO Domino’s
“
“

9.
THE ON-DEMAND ECONOMY | CUSTOMER EXPECTATIONS: CINEMAS
© AIRLINETRENDS 2018

10.
THE ON-DEMAND ECONOMY | HOTEL ROOM SERVICE
© AIRLINETRENDS 2018
MARRIOTT HOTELS: MOBILE REQUEST HYATT CENTRIC x GRUBHUB: ROOM SERVICE

11.
ON-DEMAND CATERING | HOME > AIRPORT
© AIRLINETRENDS 2018

12.
THE ON-DEMAND ECONOMY | CUSTOMER EXPECTATIONS
© AIRLINETRENDS 2018

13.
THE ON-DEMAND ECONOMY | CUSTOMER EXPECTATIONS
MILLENNIAL
PROOF
© AIRLINETRENDS 2018

14.
PREMIUM PASSENGER EXPERIENCE | ON-DEMAND CATERING: HUMAN TOUCH
QATAR AIRWAYS ETIHAD
© AIRLINETRENDS 2018
AIR CANADAPHOTO: ZACH HONIG

15.
ON-DEMAND CATERING | JAPAN AIRLINES: 2nd SCREEN
© AIRLINETRENDS 2018
JAPAN AIRLINES

16.
© AIRLINETRENDS 2018
ON-DEMAND CATERING | FINNAIR
© AIRLINETRENDS 2018
BUSINESS : TOUCH ECONOMY: TECH

17.
ON-DEMAND CATERING | AIR NZ LONG + SHORT-HAUL
© AIRLINETRENDS 2018
B777/B787
A320

18.
© AIRLINETRENDS 2018
ON-DEMAND CATERING | KLM ‘ANYTIME FOR YOU’
© AIRLINETRENDS 2018

19.
ON-DEMAND CATERING | KLM ‘ANYTIME FOR YOU’
© AIRLINETRENDS 2018© AIRLINETRENDS 2018© AIRLINETRENDS 2018

20.
ON-DEMAND CATERING | KLM ‘ANYTIME FOR YOU’
© AIRLINETRENDS 2018© AIRLINETRENDS 2018© AIRLINETRENDS 2018

21.
ON-DEMAND CATERING | NORWEGIAN ‘MONETIZING IFE’
© AIRLINETRENDS 2018

22.
ON-DEMAND CATERING | NORWEGIAN ‘SNACK BAR’
© AIRLINETRENDS 2018

23.
ON-DEMAND CATERING | LSG GROUP
Schedule your food & beverage experience to
your preferred delivery time whenever you want.
Passenger view
Restaurant on Board App –
Eat what you want when you want
© AIRLINETRENDS 2018

24.
ON-DEMAND CATERING | LSG GROUP
Restaurant on Board App –
Eat what you want when you want
The provided service schedule supports the
service of the crew with an easy to use schedule
function.
Crew view
© AIRLINETRENDS 2018

25.
ON-DEMAND CATERING | LSG GROUP
Feeling thirsty or hungry? Check out the
SkyCafe for a wide range of Food & Drink.
Looking for something special? Have a look at
our selection of Duty-Free in the SkyShop.
SkyCafe & SkyShop
Media inMotion –
Order everything to your seat
© AIRLINETRENDS 2018

26.
ON-DEMAND CATERING | LSG GROUP
Galley Guide app –
Find everything you search for
Displays simply galley specific loading overview.
Offers offline the loading provided by the caterer.
Gathers all catering information fast on any mobile
device.
Your inflight search engine
© AIRLINETRENDS 2018

27.
ON-DEMAND CATERING | DIEHL AEROSPACE
© AIRLINETRENDS 2018
 The SMART galley can be reconfigured in minutes for routes with different food service requirements
 Also features a touch screen that shows passengers’ orders placed from their seat

28.
ON-DEMAND CATERING | PANEL DISCUSSION
Martin
Bucholtz
Maria
Laamanen
Madeleine
Braun
Jakob
Versemann
© AIRLINETRENDS 2018

29.
PASSENGER EXPERIENCE INNOVATION: RESEARCH & INSIGHTS
AIRLINE TRENDS
RAYMOND KOLLAU | FOUNDER AIRLINETRENDS | RAYMOND@AIRLINETRENDS.COM | WWW.AIRLINETRENDS.COM
PRESENTATIONS WORKSHOPSRESEARCH REPORTS