Ethiopian Airlines is the flag carrier of Ethiopia and one of the largest and most successful airlines in Africa. Widely regarded as a model for aviation growth and management on the continent, its approach to passenger experience is rooted in balance.
Merging its rich African identity with global standards of service, comfort and sustainability – at the heart of the airline’s continued success is a commitment to delivering an exceptional, end-to-end passenger experience.
For Samson Arega Bekele, Group Vice President of Customer Experience at Ethiopian Airlines, this means overseeing every customer touchpoint – from inflight services and catering to digital interfaces and ground experience – ensuring a seamless and unified journey for every passenger.
With the aviation industry facing the dual challenges of rapid growth and cost efficiency, Samson views World Travel Catering & Onboard Services Expo (WTCE) as an essential platform for inspiration, innovation and collaboration.
“Passenger expectations are evolving faster than ever,” he says. “WTCE helps us keep pace and stay ahead by connecting with global partners and discovering new ways to elevate the onboard experience.”
Strategic objectives
Ethiopian Airlines approached WTCE 2025 with a clear and targeted agenda. Samson’s goals centred around:
- Exploring new culinary concepts that celebrate regional identity while meeting international standards.
- Reviewing sustainable packaging solutions to reduce waste and environmental impact.
- Evaluating comfort items and amenity kits for both economy and premium cabins.
- Engaging with technology providers advancing personalisation and digital innovation.
The Ethiopian Airlines team scheduled key meetings in advance while also allowing time to discover emerging trends across the exhibition floor.
Insights from the show
Samson describes WTCE as “vibrant, relevant and forward-thinking,” and proves to be a rich source of inspiration for the team. With exhibitors showcasing everything from sustainable catering systems to digital tools reshaping the onboard experience. Samson looks back on WTCE 2025 as “well-curated and highly engaging”. He continues “The exhibitor mix was impressive, covering everything from sustainable catering equipment to next-generation inflight technology.”
Particular highlights included the Taste of Travel Theatre, which offered practical insights into shifting passenger preferences and the networking zones, which fostered valuable dialogue with peers and suppliers.
“WTCE has a special energy,” Samson notes. “It’s not just about sourcing; it’s about understanding where the industry is heading.”
Innovation highlights
Ethiopian Airlines identified several promising suppliers during the event, particularly in:
- Sustainable catering solutions and alternative materials.
- Premium bedding and amenity kits to enhance passenger comfort.
- Health-conscious meal concepts inspired by African culinary traditions.
- Smart-galley innovations that improve efficiency and reduce waste.
The event also served as a powerful benchmarking opportunity, helping the team align their vision with global best practices while maintaining an authentic brand identity.
Networking and collaboration
Samson highlights the benefit of connecting with peers from across the industry to discuss shared challenges such as sustainability, post-pandemic service models and the growing role of digital solutions.
Beyond that, tangible outcomes from the show were immediate, with advanced contracting discussions happening at the event with multiple suppliers. One standout opportunity involves new premium bedding solutions designed to enhance long-haul comfort while reducing onboard weight – a move that delivers both passenger satisfaction and operational efficiency.
The VIP Lounge and well-designed meeting facilities enhanced the professional yet relaxed atmosphere, reinforcing WTCE’s reputation as the premier global hub for inflight service professionals.
Looking ahead
Compared to other aviation events, WTCE’s focus on inflight services and catering remains unmatched. Samson emphasises that for professionals in passenger experience management, attendance is essential.
“WTCE delivers real ROI through its combination of product innovation, thought leadership and peer engagement,” he says. “It’s where the future of onboard service takes shape.”
Looking ahead, Ethiopian Airlines plans to return for WTCE 2026, with particular interest in expanded showcases of digital solutions, AI-driven personalisation and regional culinary creativity.
Final thoughts
Ethiopian Airlines’ participation in WTCE 2025 demonstrates how strategic engagement with the industry’s leading event can translate into measurable business outcomes, enhanced passenger experience and sustainable innovation.
By leveraging the event’s insights and partnerships, the airline continues to strengthen its position as a trailblazer in African aviation and a global leader in customer experience.
Join us at World Travel Catering & Onboard Services Expo
Join the industry’s main marketplace for a world of inspiration to enhance the onboard experience.
Join us from 14-16 April 2026 at Hamburg Messe.