In a world where passenger expectations for digital products are rapidly evolving, where are the quick wins? At World Aviation Festival, the Digital Product Panel consisting of key industry players such as Massimo Morin, Head, Travel, AWS, Oliver Schmitt, MD, Digital Hangar and SVP of Digital Delivery, Lufthansa Group, Dirk John, Chief Information and Digital Officer, British Airways, Sara Walter de Freitas, Director Ecommerce and Digital Experience, TAP Air Portugal, and Hugo Rousset, VP Digital Product & Services, AIR FRANCE KLM gathered to share their insights.

The session opened with each panellist identifying trends that will impact digital experiences of passengers in the coming years. Here, the usual themes of biometrics, AI/ML, and cloud computing were touched on but the speakers also took the time to centre the customer, looking at how these trends fit with their expectations.

One of the stand-out discussions looked at how apps feed into brand impression. Harteveldt asked the panellists, “are we at a point where you are only as good as your app?” TAP Air Portugal’s Director Ecommerce and Digital Experience pointed to a direct correlation between improved of the app and their NPS score. This led to wider debate around the significance of apps and how they can be leveraged to elevate the end-to-end experience.

During the 45-minute session, the experts also talked about learning from other industries, creating value streams that cover the various digital touchpoints, and challenged each others methodologies for changing the legacy mindset. For all this and more, watch the full session below.

 

 

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