Asia’s aviation industry is entering a new era – one defined by rapid expansion, rising passenger expectations and an increasingly sophisticated approach to onboard hospitality. With long-haul routes connecting Asian cities to every major continent and a growing number of regional low-cost and full-service carriers competing for market share, the inflight experience has become a critical brand differentiator.
As the world’s airlines look toward 2026 and beyond, few markets hold as much promise, or complexity, as Asia. As WTCE continues to grow its global influence, the event offers Asian carriers an unparalleled opportunity to discover the innovations shaping the next generation of inflight service.
At the forefront of this transformation is dnata Catering & Retail, a global leader in inflight hospitality. dnata aims to revolutionise the inflight experience by integrating culinary creativity, digital excellence and operational precision, ensuring that every meal and retail offering reflects the highest standards of quality and innovation.
With operations spanning over 60 locations and partnerships with more than 120 airlines, dnata’s insights into regional preferences, sustainability trends and digital transformation provide a glimpse into how the Asian market is evolving – and why now is the moment for carriers to engage more deeply with the WTCE community.
Understanding the Asian passenger
Asia’s passengers are among the world’s most diverse and discerning. From the umami-rich palates of East Asia to the spice-forward cuisines of South and Southeast Asia, regional dining preferences are deeply rooted in culture, history and ritual. For caterers like dnata, meeting these expectations means balancing authenticity with innovation.
“Our approach starts with understanding the customer and their cultural heritage,” explains Robin Padgett, CEO of dnata Catering & Retail. “We work with airline partners to refine and elevate signature dishes so they can be celebrated onboard.”
Robin expands: “Our unique selling propositions are built on delivering exceptional quality, consistency and innovation throughout every stage of aviation catering. With a global presence, we combine international reach with deep local expertise, ensuring our services are meticulously tailored to regional requirements while upholding consistently high standards worldwide.”
This philosophy has produced authentic regional creations – such as Hainanese poached corn fed chicken, daikon salad with ginger oil, and fried barramundi infused with rice wine pickle juice – all crafted by native Chinese chefs using traditional tools like woks and cleavers in dnata’s Australian kitchens.
This commitment to local authenticity shows how global caterers and suppliers can collaborate to honour regional culinary traditions, while scaling them for international operations.
A market defined by health, heritage and innovation
One of the most dynamic shifts across Asia’s airline catering scene is the growing demand for healthier, plant-forward and allergen-friendly meals. dnata is responding by designing dishes that are both nutritious and culturally meaningful, using local ingredients and techniques that resonate with passengers.
In partnership with airlines across Asia, dnata has piloted plant-based menus and biodegradable packaging, demonstrating that sustainability can go hand-in-hand with flavour and authenticity. This focus on wellness and environmental responsibility is expected to be a key talking point at WTCE 2026, where global suppliers will showcase new materials, ethical sourcing models and smart packaging solutions tailored to Asia’s needs.
Specific towards the Asian market, Robin said: “Our approach includes creating dishes that are naturally gluten-free and introducing vegan options that are celebrated for their flavour and composition, so well-crafted that the absence of meat often goes unnoticed by guests.”
Technology meets taste
Asia is one of the fastest adopters of digital solutions in aviation, and dnata’s use of AI-driven forecasting and pre-ordering systems is a sign of where the industry is heading. By predicting passenger demand more accurately, dnata reduces waste while ensuring travellers receive their preferred meals onboard.
“In today’s data-driven world, we leverage customer and passenger feedback, along with emerging trends, not only to monitor menu performance but also to shape the development process.” Robin said.
Pre-ordering platforms are particularly resonant in Asia, where mobile-first consumers expect seamless digital engagement throughout their journey. These systems not only enhance the passenger experience but also unlock new ancillary revenue opportunities for airlines – an area where WTCE exhibitors are set to showcase the next generation of inflight e-commerce and catering software.
Robin said: “We’re actively developing tailored retail programmes that bring the ordering decision earlier in the passenger journey, helping airlines streamline bar fill and increase spend per head. Passenger adoption of pre-selecting meals is growing year on year, and with recent advances in AI, we anticipate this will soon become standard. This will not only ensure customers receive their first choice onboard but also significantly reduce excess food waste.
“These innovations reflect our broader strategy: leveraging technology to enhance the inflight experience, deliver greater choice and personalisation, and support airline growth with scalable, tech-enabled solutions.” Robin continues.
Global reach, local relevance
While dnata operates globally, its regional expertise in Asia sets it apart. With facilities in Singapore, Indonesia, Australia and the Middle East, and strong partnerships with airlines from China, Japan, Korea, Thailand and India, dnata’s network ensures both consistency and cultural relevance.
Robin explains: “For us, tailoring menus to reflect regional and cultural tastes is at the heart of how we collaborate with airlines. The first foundation step is to know and understand the customer and the regional cuisines that represent their culture and heritage. This allows our culinary development specialists to work with airline partners to take signature dishes that represent their background, refining and elevating them so they can be celebrated onboard.
“We work closely with each airline to co-design menus, drawing on our deep culinary expertise and local market knowledge. Our chefs specialise in a wide range of cuisines, from Arabic and Indian to Chinese, Japanese, and Southeast Asian, enabling us to create authentic dishes that feel familiar and comforting to passengers.
“This approach combines cultural insight with culinary innovation, ensuring every meal delivers a memorable dining experience for passengers.”
Strategic production sites near major airports allow the company to maintain freshness and operational efficiency, while centralised hubs like Snapfresh support frozen entrée production for long-haul or high-frequency routes – a model that Asian carriers can emulate or adapt as they expand internationally.
This dual approach of local sourcing supported by global logistics, illustrates the broader opportunity WTCE offers to Asian airlines: access to innovations, partnerships and expertise that bridge regional identity with global operational standards.
Collaboration at the core
Perhaps the most significant trend shaping inflight catering today is collaboration. dnata’s partnerships with airlines increasingly go beyond supply contracts to co-created dining experiences that reflect brand identity and passenger expectations.
Robin said: “Our role in airline partnerships goes far beyond delivering meals – we work hand-in-hand with airlines to design menus that reflect their brand identity, passenger demographics and route profiles.
“While some airlines still celebrate local and international celebrity chefs or renowned establishments through menu collaborations, these partnerships are only possible because of the expertise within our culinary teams. Our chefs have the skills to adopt and recreate signature dishes in the airline environment, meeting strict food safety requirements and operational constraints onboard. The ability to serve these dishes at 30,000 feet is always a delight for passengers – it’s intriguing and memorable to enjoy some of their favourite dishes in the sky.”
Such innovation perfectly captures the spirit of WTCE – an event built around creative partnerships and knowledge exchange. For Asian airlines, attending WTCE offers direct access to global suppliers, culinary innovators and service designers who can help elevate their onboard experience to world-class levels.
“Collaborative partnerships are becoming a cornerstone of modern airline catering. We’re seeing the traditional customer relationship evolve into a true collaboration, with many of the world’s leading airlines now leaning on caterers like dnata as the culinary experts for menu design and development. This allows airlines to leverage our skills and knowledge to offer the best in-market produce, aligned with both local and global food trends.” Robin concludes.
Asia trends report
As dnata’s experience shows, success in today’s inflight hospitality market depends on three key pillars: authenticity, agility and technology. These values are driving the next wave of transformation across Asia’s airline industry – and each will be highlighted at WTCE 2026. At the show, exhibitors will showcase the latest innovations in catering, onboard retail, amenity design and passenger wellbeing – all tailored to the evolving expectations of travellers.
The upcoming WTCE Asia Trends Report will delve deeper into why attending WTCE is a strategic opportunity for Asian carriers – from uncovering new innovations and forging global partnerships to gaining insight into emerging passenger trends. The report will feature exclusive highlights on the top exhibitors delivering products and services most relevant to the region’s airlines, along with fresh intelligence on Asian passenger preferences, spanning wellness, cultural dining and digital engagement. For Asia’s airlines, WTCE represents more than just a trade show – it’s a gateway to inspiration, collaboration and competitive advantage. As dnata’s global success demonstrates, those who embrace collaboration and innovation today will define the inflight experience of tomorrow.
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.