26 March 2012, Hamburg Messe, Germany

• Plenary session 1: Tomorrow’s passenger’s, today’s journey

  Session Chairman: Vern Alg, ALG Consulting

  09.30 – 09.40Welcome

  09.40 – 10.05 Changing tastes and lifestyles – critical trends shaping consumer expectations in the future? Jeremy White, Head of Transport, Seymour Powell

  • Who are tomorrow’s consumers?
  • What are the trend indicators for future design and service?
  • What will brands need to do to impress them and stand out from the crowd?

  10.05 – 10.30Embracing the future – welcoming change and innovation in the cabin Raymond Kollau, Founder and Trend Analyst, airlinetrends.com
  

  • How do you foster a culture of change and innovation?
  • What are the challenges to evolving the cabin experience to meet the demands of tomorrow’s passengers
  • Sustainable futures – what makes passengers feel good about flying, rather than worrying about their carbon footprint?
  • What can aviation learn from other business sectors?

  10.30 – 10.45Q&A

  10.45 – 11.15Coffee

• Plenary session 2: Affording the future – daring to be different?

  11.15 – 11.30Economic briefing: future cabin innovations in context Sven Achilles, Vice President and General Manager, Structures and Integration, BE Aerospace
  

  • What are the medium- and long-term growth prospects for airlines and how ready are interiors supply chain to deliver?
  • Is it the timing right for airlines to continue to invest in the onboard experience?
  • What are the medium- and long-term paybacks? How should airlines and suppliers respond?

  11.30 – 12.30Panel discussion: Can astute airlines take advantage of standardisation but still differentiate their brands? Dr Mark Hiller, Chief Operating Officer, RECARO Aircraft Seating
  Peter Lewalter, Head of Cabin Interior and IFE, Lufthansa
  Bob Lange, Vice President Marketing, Airbus
  Jenny Ruegamer, Associate Creative Director, Teague
  Steve Collard, Director Strategic Sourcing, Star Alliance
  
  Airlines and suppliers explore the challenges of standardisation and differentiation, including:

  • How do marketing people categorise and differentiate customers?
  • How does this segmentation of the market drive differentiation in the cabin?
  • When is differentiation meaningful to passengers?
  • And how far can you differentiate before you get a diminishing return?
  • What differentiation opportunities are available to alliances that standardise the economy offer?
  • Are new aircraft types with carefully defined catalogues and a limited number of approved vendors creating congestion in the supply chain?
  • What is the impact of this congestion on innovation, price and after-care?

  12.30 – 14.00Lunch and networking

• Breakout session - Option 1: Expanding the boundaries of airline hospitality

  14.00 – 14.05Chairman’s welcome Rick Lundstrom, Editor in Chief, PAX International

  14.05 – 14.20New vision for comfort – lessons from the hospitality industry

  • How can the concept of comfort be expanded beyond the seat across other elements of your customer’s experience?
  • How can delivering a quality service overcome other brand issues and make your brand memorable?

  14.20 – 14.40Meeting changing expectations of friendliness and service

  • How are passengers’ expectations of friendliness and service evolving?
  • How can airlines meet differing cultural and generational expectations in the same airplane or even cabin?
  • What about different expectations within brands in the same alliance?
  • How can you standardise service routines and achieve consistency?

  14.05 – 14.45Q&A

  14.45 – 15.30Panel discussion: Offering choice, making money – what are the future service options your customers will want to buy into? Arnaud Masson, Head of Onboard Services, Eurostar International
  Richard Cushing, Senior Vice President & General Manager Europe, serving EMEA, GuestLogix
  Michael Wahl, Vice President Product Marketing, LSG Sky Chefs
  
  Airlines and suppliers explore the challenges of innovating onboard catering and retail including:

  • How can you evolve in-seat choice beyond the front of the plane – on demand ordering, personalised experience and à la Carte in economy – what are the opportunities for revenue?
  • How do you communicate this choice to the customer?
  • How can technology innovations support the process of catering and involve the passenger in the airlines catering identity? What are the opportunities for extending and enhancing the onboard retail experience – and the challenges?

  15.30 – 16.00 Coffee

  16.00 – 16.55Insight on innovation: Nigel Goode, Director, Priestmangoode
  Airlines and their supplier partners reveal the behind-the scenes challenges and learning from bringing a recent project to successful implementation

• Breakout session - Option 2: Strategies to manage the passenger experience

  14.00 – 14.05Chairman’s welcome Michael Childers, Chief Consultant Content & Media Strategy, Lufthansa Systems

  14.05 – 14.40How to create an engaging passenger experience? Senior Executive from Panasonic Avionics Corporation
  Senior executive from IMS Research
  
  Two alternate visions of the future for inflight entertainment and connectivity:

  • How will the way consumers engage with technology at home and at work drive their expectations of entertainment and connectivity in the air?
  • What will be the impact of passengers’ own mobile devices and content on both the offer in the air and the cabin environment?
  • What will be the impact of wireless IFE on the passenger experience? And what will be the impact on embedded systems?

  14.00 – 14.45Q&A

  14.45 – 15.30Panel discussion: How can airlines evolve their IFE&C strategies in a way that is good for business and makes sense to passengers? Ian Dawkins, Chief Executive, OnAir
  Walé Adepoju, Chief Executive, IMDC
  Stuart Dunleavy, Vice President of Marketing & Customer Proposition, Thales
  Airlines and suppliers explore the challenges of innovating IFE & Connectivity, including:
  

  • How do you calculate the business case for IFE&C?
  • Are there new opportunities to spread investment costs, for example revenue sharing with a supplier (hardware or content)?
  • How do you manage content to keep passengers engaged with the brand and revenue opportunities flowing?
  • What is the role of increasingly smart mobile devices in the IFE&C arena and how can they help airlines extend their brand across more touch points in the passenger journey?

  15.30 – 16.00Coffee

  16.00 – 16.30 Insight on innovation: Janis Vanags, Vice President Corporate Communications, Air Baltic
  Airlines and their supplier partners reveal the behind-the scenes challenges and learning from bringing a recent project to successful implementation

  16.30 – 17.00 Insight on innovation Niels Steenstrup, Vice President of International Operations, Gogo
  The Convergence of Inflight Connectivity and Entertainment through in-Air Multimedia Platforms