APEX re­view

Onboard Hospitality - - Inside This Issue -

APEX As­so­ci­a­tion ceo, Joe Leader, re­ported a record 2600 del­e­gates at this year’s Expo in Long Beach, Cal­i­for­nia, and with 141 ex­hibitors and the co-lo­ca­tion of AIX and IFSA ex­pos, a to­tal of 5000-plus at­ten­dees were drawn to the event.

The Ed­u­ca­tion Day kicked things off with a wel­come from APEX pres­i­dent

Brian Richard­son be­fore Sir Tim Clark, pres­i­dent Emi­rates, spoke about Emi­rates' de­vel­op­ment into a lead­ing brand. He in­sisted it was vi­tal to be coura­geous, say­ing: "En­hance­ment to the pas­sen­ger prod­uct, in tech­nol­ogy ar­eas and in the cabin, must be done. Be ready and brave enough to take those de­ci­sions."

Emi­rates to­day has 82,000 staff fly­ing 50-70 mil­lion pas­sen­gers to 157 desti­na­tions. Look­ing ahead, Clark imag­ined moves to­wards win­dow­less planes that could fly higher, faster and more ef­fi­ciently, with vir­tual win­dows show­ing any­thing, from the out­side view, to des­ti­na­tion pre­views, to IFE. He pre­dicted fu­ture air­ports will have check-in and se­cu­rity done by bio­met­rics.

Spencer Wang, vp fi­nance and in­vestor re­la­tions at Net­flix, gave del­e­gates an­other view of the fu­ture. Net­flix In­flight, cur­rently fly­ing with Vir­gin, Aeromex­ico and Qan­tas, makes the huge Net­flix cat­a­logue avail­able to pas­sen­gers on their own de­vices at no ex­tra cost to sub­scribers. It is at­trac­tive to air­lines as it is free to air­lines, is a well-liked brand and en­ables a sig­nif­i­cant sav­ing in band­width. Net­flix claims to be the num­ber one favourite brand in the UK and Brazil, and third favourite in the U.S. Wang said Vir­gin Amer­ica boosted book­ings

33% in Econ­omy and 58% in Busi­ness by adding the ser­vice. "It's great news for air­lines. As they im­prove their con­nec­tiv­ity, they can part­ner with us, use the new en­codes, and im­prove the of­fer with­out hav­ing to do any­thing else."

Robin Hayes, pres­i­dent and ceo JETBLUE, talked about the evo­lu­tion of the air­line's Mint pre­mium prod­uct rev­o­lu­tion­is­ing the transcon­ti­nen­tal U.S. route. From Jetblue's ori­gins as a one-class air­line through to an­cil­lary charg­ing for ex­tended le­groom, then pri­or­ity board­ing, he ex­plained how Mint be­came so prof­itable and pop­u­lar that they had to dou­ble the fre­quency of the busiest flights.

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