Can virtual work?

Virtual interactions are now a part of business life. Julie Baxter asks Daniel coleman, leading the FTE-APEX Virtual Expo (December 8-9), can they really work at scale?

Onboard hospitality is an experienceled sector CAN A VIRTUAL EVENT REALLY WORK AS A WAY TO PROMOTE AND DISCOVER NEW PRODUCT?

DC

Absolutely! This is a time when every airline, and supplier is pivoting to accommodate change. Many face-toface events are cancelled or postponed, as are business meetings, so virtual activities have a vital role in bringing the industry back together en masse to share our new priorities and capabilities. We have to pull together and events like this will help. Onboard Hospitality, APEX, IFSA and the Airline Catering Association, who are all strategic partners to the event, are commited to helping the industry navigate the challenges of the pandemic and this is an opportunity for all other stakeholders to share solutions and coalesce around positive plans for the future.

WHY DO YOU THINK VIRTUAL IS THE SOLUTION?

DC

We all want to meet again but I honestly believe this is the right product for the times we are living in. The response has been incredible – like nothing I've seen in the 15 years since we started FTE. We already have thousands of registrations from every corner of the world including representatives from over 120 airlines. We have over 60 exhibitors confirmed and the event is broadening out to cover all aspects of air transport. Exhibitors range from Airbus through to Incheon Airport and SATS with Monty’s Bakehouse.

WHAT ARE THE MOST COMPELLING REASONS FOR AIRLINES AND BUYERS TO ATTEND?

DC

The great benefit of virtual events is that every attendee can have a front row seat at conference and be certain they get meaningful engagement with those they

Daniel Coleman, founder of the Future Travel Experience, is pioneering virtual events for aviation

want to see. Conference sessions can run around the clock to suit all time-zones and on-demand options mean attendees can revisit content and stands whenever suits them. There are none of the travel costs usually associated with attending expos and, of course, no concerns about COVID19. I am particularly championing our Premium Attendee 'Virtual Networking Sessions' which will deliver a really authentic, human experience with real-time, face-to-face interactions that feel natural and fun, as they should. Networking interactions will be focused around specific industry topics, so you can meet, engage and share ideas and experiences with other peers interested in the same subjects as you. There are never more than six participants at a 'table' to keep conversations manageable and you can move between 'tables' to broaden your learning, and the number of contacts you make.

WILL SUPPLIERS REALLY BE ABLE TO SHOWCASE PRODUCT WITHOUT THE TOUCH AND FEEL?

DC

Suppliers have been working on some incredible innovations, purpose-designed for the times. They are evolving concepts and have already embraced new ways of sharing those concepts. This is an extension of that change. Those who say virtual events can’t work, that you can’t effectively showcase product or network, honestly haven't engaged with the opportunites on offer. You absolutely can, and you can achieve lots more beside, at a fraction of the cost. The world has changed and everybody must change the way they do things to survive and meet the on-going COVID-19 challenges.

HOW DO YOU SEE INDUSTRY EVENTS EVOLVING IN THE LONGER TERM?

DC

Our industry is hurting badly and recovery is taking longer than hoped. Airlines and suppliers cannot let staff attend events this year and possibly not next year or the year after either. Virtual is here to stay, even when physical events return they will be hybridised. Digital showcasing and digital engagement is going to be a massive part of our lives going forward and Virtual Expo is the perfect catalyst for industry stakeholders to embrace this essential change in approach. •