By Jeremy Clark, Asia based Airline Hospitality Consultant
In this last observation of the upcoming WTCE from our viewpoint here in Asia, it’s worth taking another glance at the highly informative survey we conducted in late 2024 to get a reading of markets and demands going forward.
There is no doubt that the key driver of passenger expectations and demands across all products is for better quality of food and service – despite Asia’s already great reputation for great inflight service. Food and Beverage quality rates as most important for 93.5% of respondents and 64% feel more could be done to improve passenger experience and service.
What would be interesting would be to compare this with the same questions asked in other regions. There is no doubt we are spoiled here in Asia – with like-for-like quality of hotels, airlines and other services being markedly higher.
Then we come to this issue of sustainability. Our survey suggested that 90% of respondents would be prepared to pay more for a flight with an airline that prioritises sustainability. People tick the feel-good box in the surveys, but when the mouse-pointer is hovering over the price choices at the time of booking, I can guarantee that sustainability is not uppermost on their minds. The issue is that although Asian attitudes are aware of the importance of sustainability – they also recognise that it’s already a major part of their culture.
For example, East Asia and the Pacific make up 40% of the world’s population and generates 20% more waste in total than North America, which is around 3.5%. That said, efforts are made, many of which make sense especially by those Asian carriers whose networks penetrate into markets where this subject attracts more media attention. Thai Airways just launched a new range of menus and amenities with focus on locally resourced product. Singapore Airlines has also made changes with an eye on reducing waste and Cathay has a very active ‘sustainable development’ programme.
For many, the push for more healthy and locally produced food is perceived as being more sustainable than the alternatives, and most believe that choosing local, organic, healthier options ticks that box.
But let’s not fool ourselves. The primary driver for all airlines and their providers, regardless of the hype – is cost. All the efforts to improve quality, be more environmentally aware, and to love the planet are ineffective without a viable business resulting from it. So, the real conundrum is to be able to sustain a business whilst addressing your passengers needs as sustainably as you can.
Most suppliers present at WTCE would argue that they can help with this, and this is precisely why it’s a must-see for Asian airlines and providers. We are fortunate that some operating costs here are significantly lower than other regions. We also have an abundance of easily obtainable resource – but we are acutely aware of the pitfalls, and of the models that have evolved in other regions but might not work here.
Passengers are fickle beings. Remember the survey confirmed that almost 70% of respondents said they would NOT fly an airline again on the basis of bad service. That, for me, is one of the biggest shock results from this survey. The test comes with time and price pressure but if even half true, it is time to pay attention and address the issue.
Let’s see what WTCE has to offer! To learn more about WTCE 2025 or to register, please visit https://www.worldtravelcateringexpo.com/en-gb.html.
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