At World Travel Catering & Onboard Services Expo (WTCE), we’re proud to provide airlines with access to 300+ new and innovative brands with inspiring products for onboard hospitality. This week, we spoke to Þórunn Björg Guðmundsdóttir, Manager at Icelandair for Onboard Services and Procurement, about her experiences of WTCE and the airline’s key takeaways the show.
Overview:
Sharing some insight into her role at Icelandair, Þórunn advises that she currently operates within a team of six, explaining, “Since we are a smaller airline, our team handles a lot of different projects.”
She says, “We have both domestic and international flights, and as the onboard services and procurement team, we take care of the service on board as well as procurement of all items that are not stuck to the aircraft.”
Given the breadth of onboard services that Þórunn and her team manage, WTCE can offer a valuable tool for sourcing innovative products in a timely and effective manner. But what did she have to say about her time at the show?
Objectives and opportunities at the show:
For Þórunn, the true value of attending WTCE is in helping to build a wider industry network, exploring new ideas, being exposed to the latest innovations in the sector. She mentions that it’s important to gain fresh perspectives from both current and new suppliers.
She adds, “Sometimes you can get stuck in your existing ways of thinking and doing things, so WTCE is a great platform to see if there is something brand new out there that could work for us.”
Þórunn advises that “WTCE definitely helps us to meet our objectives.” She explains that without the show, it would take months of planning and execution to conduct the same amount of meetings and be exposed to the same amount of innovation and new ideas.
She says, “We always see something new, something innovative. It’s very interesting. Even though I’ve only visited WTCE twice, there was such a big difference between the two years. There’s always something happening and the suppliers want to show you something new every year.”
Þórunn explained that she and her team frequently used the WTCE Connect tool to get in touch with suppliers. The platform helped her to discover more products and services offered by suppliers, beyond what they initially knew. This enabled Þórunn to explore new opportunities and make informed decisions about potential partnerships or purchases.
A meeting place for airlines
Þórunn advises that WTCE is also a great opportunity to connect with peers from other airlines. She says, “it’s good to see what other airlines are doing, because sometimes as airlines, we are afraid to take the first step. We don’t want to be the first one doing something.”
She adds, “We now share knowledge quite a lot as there’s no reason for us to invent the same thing. I feel like most of us try to share as much knowledge as we can. It’s to all of our benefit that we do better, for example, when it comes to sustainability. I definitely feel like WTCE is also a good platform for us to meet people from other airlines where we can share knowledge.”
When it comes to networking and making new contacts, Þórunn found that speaking at The Taste of Travel Theatre was particularly helpful. She explained that lots of people stopped her after the panel sessions she took part in, and they have since exchanged contact details.
Discussing the best parts of WTCE, Þórunn highlighted the opportunity to build relationships with people from the same field. She says, “Working for an airline, there are complications that other industries may not fully understand. WTCE provides an excellent environment to learn from experts, to listen to panel discussions, to meet other people in your field, and to meet supplies. It’s a very good platform, a knowledge sharing platform.”
Results and outcomes
In addition to the valuable networking opportunities and the discovery of new onboard products and services, what were the key results for Þórunn and the Icelandair team?
Primarily, WCTE has facilitated the execution of tangible new supplier contacts for Icelandair. After conducting a short meeting at WTCE 2024, Icelandair began working with Haoliwen, which is currently designing a new headset for children onboard. These products are expected to be onboard next spring, as free giveaways to all children on board. Icelandair was also introduced with English sparkling wine in a can at WTCE from Inflight Initiatives, which has become a big hit in their Buy-on-Board program.
Advice to other airlines
Þórunn suggests being open to the experience and being open to meeting new people and new suppliers. She says, “The first time I attended WTCE, my schedule was packed. I was just running between meetings and had no time for anything. Whereas this year, I tried to make sure I had some free time slots to just walk around, take it all in and see what’s new. Maybe there are suppliers that you didn’t spot on the WTCE Connect app, or that you have no idea exists.”
She adds, “You also need to take the time to walk around and see the smaller booths. There are so many booths and so many companies there that it was very helpful to walk around, take it in, stop by for two minutes at some booths and just see what they’re offering.”
WTCE will run at the Hamburg Messe from 8-10 April, 2025. For more details and registration, please visit: https://www.worldtravelcateringexpo.com/en-gb.html