CANADA JETLINES

has debuted in Canada on a mission to be the best leisure airline in North America

Bright & bold

The launch brief was simple, to put the customer experience at the forefront of everything and create a bold, instantlyrecognisable brand that would stand out against the competition and give the airline a distinct personality.

This was achieved through striking, bright livery colours and the development of Frank –a character/logo who would engage in ‘frank conversation and speak honestly’ to the market. Designed as a smile in the sky, Frank is found on seats, trolleys, products and the aircraft exterior. The branding was to be forward thinking, fun and creative, they wanted customers to come to love Frank, and for Canada Jetlines to be established as the value-based leisure airline of the region, delivering a consistent experience built around comfort, convenience and leisure, as well as safety and security.

All Jetlines’ employees were encouraged to feel a sense of ownership and pride in the product and positioning. From maintenance departments and inflight service, to onboard product, sales and marketing and airport staff, all would work hand in hand to ensure positive brand promotion - always connected through Frank.

The smile in the sky

Comfort aircraft livery featuring signature primary colours, orange, blue and white, and used these elements throughout the cabin. The charcoal grey E-leather of the seats was set off with a vivid orange headrest to highlight the premium seating. The Recaro seats were ergonomically designed to offer a recline of eight inches and a seat pitch of up to 36. Each seat had a power source and illuminated USB port. Branded curtains separate the cabin from galleys.

Comfort was seen as critical from the start. The team recognised that seat pitch and comfort was a high priority to its target customer. The Canada Jetlines Airbus A320 was therefore the first in North America to be equipped with the slimline Recaro 3530 seats, and a deliberate decision was made to reduce the number of seats from 180 to 174 to provide additional leg room and seat pitch. The chosen seat fabric was charcoal E-leather for its durable, breathability and resistance to wear.

Service/Crew

Cabin crew recruitment focused on candidates who aligned with the airline’s vision to offer a consistent, genuine and outstanding service. The airline saw every customer touchpoint as an opportunity to deliver exceptional service, including through the Frank's Cafe service.

During each flight, the cabin crew pass through the cabin offering choices from Frank’s Café, the airline's new menu range. The offer is served from bespoke orange service carts which clearly identify the brand and inject a sense of leisure and fun to the cabin environment. Crew deliver a polished customer-focused service, and many items offered are one-of-a-kind products offered exclusively on Canada Jetlines.

The carrier is proactively developing a customer service training initiative for all front-line staff including its pilots, flight attendants, check-in agents, maintenance staff, call centre and catering teams to ensure a consistent level of service, language and genuine hospitality from the start to the end of the customer’s journey.

This material is also easy to clean so it supported the goal of maintaining hygiene and cleanliness on aircraft to the highest levels. In addition to its physical benefits, this material also had aesthetics that would add to the customer experience. The use of rich textures and sleek lines was designed to bring an element of luxury to the cabin environment – comfortable and relaxed.

This material is also easy to clean so had aesthetics that would add to the textures and sleek lines was designed to environment – comfortable and relaxed.

Interior design

The team wanted to create a fantastic first impression so choose a bold

Technology

Passengers receive a complimentary wireless IFE streaming service using Moment’s technology. The Flymingo Boxes deliver easy and convenient connections accessed via a QR code on the menu. Flight attendants have been issued iPads to support personalised service.

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The light-weight Recaro seat (10 kg) and Egret trolleys were selected to cut weight and CO2 emissions, and a collaboration with ClearSky Global prioritises low-emission jet fuel. •

A330neo

Feel-good atmosphere

Condor is championing a new era of cabin design, created to provide a lounge-like atmosphere with maximum comfort above the clouds. The airline received its first A330neo in December 2022 and with it came the carrier’s determination to create an 'extraordinary' concept for its aircraft cabin interior design.

Condor wanted to create a more relaxed environment with the focus on a new feeling of comfort and more feel-good factors. It wanted to bring the stripes of its unique corporate identity, used on the outside of the aircraft, inside, and reflect its promotional campaigns in the cabin too, in a smooth way using more muted colours. The idea behind the new cabin concept was to create an atmosphere of wellbeing and the feel of a cosy living room. This was done through the use of a darker seat colour and wallpaper design. The cabin colour is a consistent marina blue throughout, complementing dark wood décor and leather in Business Class. The plan is to roll out this style out across the whole Condor longhaul fleet by 2024.

The stripes within the corporate identity were brought into the interior on the back walls, within the seat styling and on accessories, while the living room feeling was consistently restated through the use of the blues. Bringing the exterior design inside is an innovation which Condor believes it has delivered in an elegant and relaxed way. brand panel has the new shape of a column, which also fits perfectly with the stripes. For optimal light conditions and a feel-good atmosphere, the cabin features mood lighting that can be individually adjusted for all classes to suit the time of day. This helps guests fall asleep easily and wake up more relaxed. time that an airline has so consistently

The team believes this is the first time that an airline has so consistently brought a living room and feel-good atmosphere into the aircraft and has dared to bring so much dark colour into the cabin, from seat covers to wallpaper, carpets and curtain fabrics. The unique stripes have been incorporated in a subtle way, creating special decorative effects.

Interior Design

Visually, the new cabin product impresses with a stylish colour concept that focuses on the colours ‘Condor Marina’ and ‘Condor Earth’ as well as the subtle stripes as a recurring element.

This element includes a striped badge on every seat as well as uniformly striped headrest covers in Business and Premium Economy Class. The

Comfort

Thanks to the 1-2-1 seat configuration in Business Class, each seat has direct access to the aisle, giving passengers maximum privacy from their neighbour.

Improvements in seating give passengers a 180 degree lie-flat bed with 199cm length, plus enhancements to the surrounding living space and footwell. The new design aims to make the stay onboard something special and increase the anticipation of travelling with Condor.

In Premium Economy there is also increased legroom, with 89cm seat pitch – almost six inches more seat pitch than in Economy Class.

There is a net storage space with an extra bottle holder in both Premium Economy Class and Economy Class, a cocktail table, device holder, generous storage area and coat hooks. •

ETIHAD AIRWAYS shows sustainability and style can go hand in hand for its new A350 cabin concept

Armani designs

Etihad Airways has launched a thoughtful, holistic and ‘best-in-class’ approach to its guest experience, designed to set its new A350 experience apart. The concept highlights how sustainability and style can go hand in hand.

The A350 fleet is one of the most sustainable flying – with 25% more fuel-efficient engines –and the design team was tasked with creating an elevated inflight experience to match. an elev

The goal was to design ‘remarkably thoughtful experiences’ inspired by Emirati hospitality while improving service efficiencies but continuing to lead in sustainability and quality.

For this Etihad partnered with global fashion brand Armani/Casa to bring stylish but lighter tableware onboard, and worked with Buzz Products for reusability, waste reduction, and closed looped recycling solutions for the Economy equipment.

Interior Design

The cabin interior has been inspired by the Abu Dhabi landscapes and starts with a signature welcome zone that uses dark wood panelling to hide the trolleys.

Business Class has a sophisticated style

Emirati tones in Business for the new fleet

with touches of gold, stone, rich brown leather and soft textiles. It has 44 direct-aisle access suites with sliding privacy doors and a fully lie-flat 79-inch seat with ample storage. There is a large adjustable bi-folding table and integrated headphone hook. The signature sconce lighting projects palm frond shadows on the entrance and lavatory wall, where a mosaic motif and full-length mirror add style.

The 327 Economy seats feature ‘fixed-wing' headrests for support, bi-fold tables and net storage. The chocolate leather headrest and charcoal fabric create a contemporary feel. There are five rows of Economy Space seats with extra legroom.

Technology

Noise-cancelling headphones and an 18.5-inch TV screen in Business, and a 13.3-inch touchscreen TV in Economy provide access to the extensive IFE. Bluetooth technology allows guests to use their own devices, and in Business seats include a built-in wireless charging port and multiple charging sockets. Mobile and wifi connectivity is available throughout the aircraft. The cabin lighting emulates natural ambient light to provide an optimum environment for sleeping and reduced jetlag. This is supported by the new dark-mode interface on the E-Box IFE.

The A350 offers the quietest wide-body aircraft cabin and also features dedicated prayer areas with privacy curtains and prayer timings and direction information are available.

Catering

The redesigned menus feature familiar favourites, UAE specials and flavours from the Etihad routes, all presented on new tableware. The beverage offering has been upgraded and expanded.

In Business the collaboration with celebrated designer Giorgio Armani and Armani/Casa brings refined silhouettes and elevated contemporary finishes, materials and embossed patterns, with the the designer evident in the cutlery, cruet, stirrers. In Economy, the reusable tray, platter, casseroles, bowls and their lids feature signature Etihad facets. Stainless-steel cutlery is wrapped in premium napkins and bespoke bamboo stirrers cut SUP use.

Comfort

The Armani/Casa collaboration brings the premium textiles to the Business turn-down service with a 20% larger pillow, matching pillowcase and duvet set and a new innovative memory foam mattress which is designed as a dress cushion for when it is not in use, to save storage.

The Economy upgrade includes new soft furnishings featuring a 35% larger pillow in a reusable soft fabric cover, complemented by a soft fleece blanket made from recycled plastic bottles.

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Etihad’s first A350-1000 aircraft, named Sustainability50, stresses Etihad's commitment to net-zero carbon emissions by 2050.

It is part of a programme running with Airbus and Rolls-Royce since 2021 which uses Etihad A350s to test new eco initiatives, building on the similar Greenliner programme for the Boeing B787s aircraft experience and enhancements.

The new Business tableware reduces equipment weight by up to 10% and is locally sourced.

The Economy equipment eliminates SUPs and will be part of a closed-loop, local sourcing and recycling programme within the UAE. •

2023 CABIN CONCEPT AWARD ENTRY

The goal of the Carefree Value Concept is to offer guests a stress-free experience from the moment they start looking for a flight until their arrival at the destination. The team wanted to tailor and enhance the onboard offer according to key needs expressed by its customers: flexibility, comfort and sustainability.

The concept team put its focus on people and the united love of travel. Research showed passengers wanted to feel free, broaden their horizons, explore and leave the everyday behind for a while. Yet many felt more tense than free when travelling, so Eurowings set itself the goal of making every journey smooth and relaxed.

They used direct customer and crew feedback to transform the product offered, differentiating it from the competition by focusing on products and service concepts along the entire journey and making its crew brand ambassadors responsible for consistent and memorable moments onboard.

Using real-time data from various sources, Eurowings measured, evaluated and predicted increasing customer satisfaction for every touchpoint. It based its holistic Value Concept on these in-depth customer insights.

The guest experience was elevated and improved

Stress-free & sustainable

through specific hospitality training. The Value Concept was woven into every product/service and interaction. Beyond just tracking long-term metrics like NPS, the emphasis was also on understanding and responding to more near-term changes that could be made to enhance service.

Technology

Eurowings set ambitious targets in customer satisfaction and NPSs. New insight reports now consolidate various sources of feedback used across the entire company. With the data gathered, Eurowings can challenge and align customer experience initiatives and identify new specific needs. The dashboards use powerful tools that provide real-time customer data, facilitating immediate improvement in KPIs such as customer satisfaction, overall spend and loyalty.

overall spend and loyalty.

Catering

Eurowings launched a new buy-onboard catering concept in November 2021. This featured a ‘New way of Life’ range that combined sustainable products, those with local provenance and commercially-strong items, to increase the overall passenger spend. Reduction of food waste and SUP use was prioritised, and socially-responsible partners were identified. The insights showed the concept was positively received.

Interior Design

With the introduction of the new A320 and A321 Neo, adjustable lighting was available to set the mood and bring Eurowings’ signature burgundy into the cabin to set a relaxed and comfortable atmosphere. Boarding music was composed to create a calm welcome that would awaken the holiday feeling in travellers. Announcements were revised using a new tonality for a dedicated ‘Voice of Eurowings’.

Service/Crew

Eurowings introduced a ‘Supportive Friend Masterclass’, a dedicated hospitality training programme for cabin crew in partnership with experts, MGI Learning. Cabin crew explored the company’s value strategy and were introduced to a special customer service toolkit to improve their handling of all requests and situations.

A new format of crew engagement and co-creation was established. The ‘Voice Of Crew’ expert group was launched in January 2023, with representatives from all Eurowings’ bases working together to improve the onboard experience.

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Eurowings is investing in its target to become net CO2 neutral on the ground by 2030 and in the air by 2050. Key to this are the 13 new Airbus A320neo and A321neo which contribute to 50% less noise emissions, 15% less fuel consumption and 15% less CO2 emissions. Passengers are also encouraged to reduce and compensate their carbon emissions. The carrier is also investing in sustainable aviation fuel and off-setting. Onboard, only biodegradable cellulose packaging is used for sandwiches, and AI is helping cut waste by better predicting demand. Initiatives such as ‘Bring your own cup’ and ‘Happy Hour’ discounts for fresh food on the last flights each day further help to cut food waste. •

Iberia has used the arrival of its A350Next aircraft as an opportunity to make qualitative improvements in customer service. The team set 2022 as the year of recovery and a year in which to significantly improve product and service in all cabins. A lot of research was undertaken prior to launch and this showed customers believe comfort, technology and sustainability should be the priorities for next-gen aircraft. These became the three main drivers for the new A350 cabin to ensure the aircraft aligned with expectations. Numerous innovations were part of the design with the focus always on comfort, privacy, spaciousness, technology and efficiency. Aircraft weight was significantly reduced and the improvements in the IFE NEXT entertainment system are said to be game changing.

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As the launch customer for this new Airbus standard, Iberia was able to take advantage of upgrades which ensure great operational benefits. This aircraft is equipped with the latest technology and is designed to fly with maximum efficiency. It was built with the most sustainable materials on the market, cutting total aircraft weight by one ton. Specifically, it includes lowspeed improvements as new flap positions allow

Neat touches

the pilot to select the optimal configuration for each take-off; and the retraction of the landing gear is faster which allows the aircraft to become fully aerodynamic faster.

The weight of the empty aircraft in the factory has been reduced through structural improvements and lighter equipment, which significantly improves operational performance even at the most demanding airports.

The bathrooms feature contactless taps and the surfaces are made with antibacterial materials that improve the hygiene of these spaces.

Comfort

The new standard is also good for comfort. The cabin is wider and has greater comfort and better features built into all of the three classes –Economy, Premium Economy and Business – adding privacy and space, with seats supplied by Recaro.

Comfort driven innovation

headrest and additional storage. The seat lies fully-flat and is 5cm longer than previously. The Premium Economy seats now offer more privacy thanks to the addition of ‘wings’ to the headrest. These fold and adjust on both sides for greater comfort. In Economy, the wider cabin has allowed Iberia to increase the width of each seat by one centimetre while still maintaining the same number of seats per row. The headrests here are now articulated and adjustable as in the other cabins. Below the IFE screens, the seats incorporate a stand to hold and charge passengers' personal devices.

Interior design

All the interior design details were developed with comfort and warmth in mind. Iberia has incorporated wood finishing into the Business class seats, and unique textiles plus leather elements in all classes. The goal was to create an inviting onboard atmosphere with a warm welcome for a comforting experience. In Business the number of each seat is projected on the aisle floor to make them easier to find in the dark and overhead bins in the central part of the cabin have been removed to enhance the sense of space.

Technology

A Business innovation is the freestanding door that delimits an enclosed seating structure where the customer has more personal space. All seats in this cabin have direct access to the aisle and the central ones – known as honeymoon seats – have an automatic divider. Each seat has an articulated leather the central ones – known as honeymoon

The new IFE Next system has been developed in collaboration with Panasonic. It incorporates a more modern, interactive and intuitive design and uses the most advanced technology. The screens offer 4K resolution and incorporate night lighting. Screens are larger in both Premium Economy (now 13-inch) and Economy (now 12-inch). The Business and Premium Economy seats have a second screen that shares crew messages without pausing the content. They include a remote control for inflight entertainment with a touchable navigation panel and specific gaming functions. Connection via Bluetooth to personal headphones is possible in all cabins. In Business and Premium Economy cabins, noise-cancelling headsets are still provided. •

KLM rolls out a newlydesigned product and service concept for its new Premium Comfort Class

High-end & sustainable

The new KLM Premium Comfort Class has been designed with the focus on passenger experience and sustainability across the entire dedicated cabin. Positioned between World Business and Economy, the new class focuses not on improved product but on an improved end-to-end experience. It has been crafted to provide premium touches throughout the journey and is offered on KLM's intercontinental flights.

The new class targets both leisure and business travellers with improved space, privacy and plenty of added comforts in a dedicated cabin, at a competitive price.

The experience begins at the airport with a larger baggage allowance than for Economy passengers and with SkyPriority's fly-through-the-airport services to help passengers get onboard sooner.

Once onboard, they are seated in a quiet and dedicated cabin comprised of three to four rows of seats for 21-28 people. These feature extra wide and redesigned seats with a 97cm/38-inch pitch and 20cm/8-inch recline. Each has a personal 13.3-inch entertainment screen, noise-cancelling headset plus USB-A/C and 110 V power outlets.

Key to the concept was a design that combined

New wider backrests

very sustainable credentials and high-end offerings for every element of the cabin.

Interior design

The new Premium Comfort Class seats were designed in collaboration with Collins Aerospace, with special attention to a new backrest which is wider (for more privacy and comfort) and looks modern and appealing.

The seats are also lighter than previous models, supporting the sustainability goal. They include a leg rest and were designed in-house in line with KLM’s brand style.

Catering

Passengers are served a high-end and distinctive catering concept with a choice of three meals, selected wines and liqueurs. Catering items are either reusable (special cutlery, bowls and plates made of light-weight polypropylene) or, if not reusable, made of recycled PEF. All items were assessed in terms of circularity and weight without compromising on aesthetics. The cutlery chosen is of a light-weight stainless steel, glasses are light-weight and the tableware is rotable. The meal trays are made of polypropylane which can be recycled to create new trays (closed loop).

Lids used on hot meal dishes are made of bagasse, while any plastic lids are made of recycled plastic. Waste systems ensure onboard recycling processes.

The menus are mainly dishes already popular in Business with a choice of meat, fish or vegetarian followed by coffee, tea, a liqueur and ice cream. Between meals, there are snacks and cocktails. There is also an extensive complimentary beverage range available.

Comfort

Passengers receive a sustainable amenity kit made from recycled plastic and KLM is working with REPREVE® Our Ocean® to give 130,000 plastic bottles that wash up on beaches every year a new life onboard. The bag can be reused postflight. Contents include an eye mask made from recycled plastic and earplugs wrapped in paper not plastic, Happy Tabs toothpaste tablets and a bamboo toothbrush by Bamboovement. The pen is made from wheat straw, an agricultural residue. A business standard blanket and pillow with cotton pillowcase are also provided.

Service/Crew

The crew has been specifically trained on KLM's vision for this new class. Online training gave background information about choices made for tableware, design, sustainability, passenger profile and service schedule. All services have been filmed and are available for crew to view in their app if they need futher clarification. Working methods are detailed in the MyFlight app on their iPads to support consistent service levels. A lower passenger-crew ratio is boarded (compared to Economy) to facilitate a more personal approach to Premium Comfort passengers.

Technology

Noise-cancelling headsets are provided to passengers using the 13.3-inch entertainment screen, and there are USB, USBC and 110V power outlets so they can charge their own devices. Wi-fi connectivity is available for free messaging. •

MALAYSIA AIRLINES showcases its rich cultural heritage across its new B737 onboard service concept

Malaysia Airlines prides itself on promoting and showcasing its rich cultural heritage across all elements of its inflight services. For the B737-800NG cabin concept, it was determined to celebrate Malaysian culture and style while creating a sophisticated and tranquil cabin environment and unique passenger experience. The goal was to create an experience that immersed passengers in a world of serene elegance and cultural richness while also incorporating new technology and sustainability into every aspect of the journey. The vision was to meet the expectations of today's travellers and position Malaysia Airlines as a leader in sustainable and culturally-rich air travel. This concept thinking was applied to multiple elements of the cabin design, with each element contributing to the overall vision. The design needed to align with the established brand identity and appeal to discerning travellers seeking an elevated travel experience both in terms of comfort and aesthetic appeal. It needed to embody the essence of Malaysian hospitality and culture while embedding all modern passenger conveniences, technology and best practice.

Comfort & convenience

Interior design

The new B737-NG aircraft interiors were designed with serenity and elegance in mind, creating a visually stunning and culturally rich environment. The goal was to transport passengers into a tranquil and relaxed world from the moment they stepped onboard. The trademark blue colour of Malaysia Airlines flows seamlessly throughout the cabin, setting a relaxed mood; while the batik motif debossed on the seat upholstery adds to the aesthetic appeal, highlights the local influences and brings the cultural richness of Malaysia into every nook and cranny of the cabin.

Service/Crew

The cabin crew's iconic kebaya uniforms were intricately designed and used traditional batik fabric to create a stunning representation of Malaysia's unique identity.

They were designed to be a true work of art that would set the carrier apart from other airlines and reflect its commitment to its home nation.

In a clever showcase of Malaysian performing arts talent, the cabin features in a new safety video which combines the enchanting Malaysian performing arts and culture with key aviation safety advice in an informative yet captivating way. The goal is to showcase Malaysian talents and identity in a unique and engaging way.

Catering

The inflight catering menu features Malaysian delicacies and signature dishes representing the best of Malaysian cuisine. The menus showcase the country's diverse culinary heritage and embody the essence of Malaysian hospitality. F&B product packaging supports the brand, adding an elegant cultural touch to the dining experience. The use of sustainable and eco-friendly materials further emphasises the airline's commitment to environmentally-conscious practices.

Technology

The wireless IFE system, MHstudio, offers over 500 on-demand entertainment options and personalised shopping experiences. Each seat also features individual charging ports (USB type-A and type-C), ensuring that the passengers’ personal devices remain fully charged throughout their flight. It is hoped this allows them to sit back, relax and indulge in a personalised entertainment experience that makes them feel truly pampered.

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Malaysia Airlines is committed to reducing its environmental impact, and sustainable practices were prioritised for this cabin concept so they could be integrated into the cabin design.

For example, the B737-800 NG cabin refresh introduced lighter seats and wireless inflight entertainment. The subsequent reduction in the aircraft weight is resulting in lower fuel consumption and a smaller carbon footprint.

Up to 89.1% of the material used in the seats was also recyclable to minimise waste. The transition from seatback IFE to wireless IFE has made the seats considerably leaner and lighter, providing passengers with a more personalised and convenient entertainment experience while also being more sustainable. •

QATAR AIRWAYS took the FIFA World Cup tournament onboard with a celebratory inflight service

Branded touches

Qatar Airways has claimed a world first by fully integrating the 2022 FIFA World Cup into its inflight journey as it supported the build up and delivery of the Qatar-hosted international football tournament.

The airline was extremely proud when its home nation became the first Arab country to host the tournament and, as the official airline, wanted to integrate that pride into the inflight customer experience. This was the first and biggest world event since COVID-19, which added to the sense that it was a special moment for travellers.

The goal was to build an experience that would be remembered by all through the rebranding of products, incorporating stadium experiences into new dining concepts, redefining technology onboard and delivering new levels of service.

As the world emerged from the pandemic, people were ready for some joy and, as the tournament approached, every Qatar Airways flight became a celebration – customers danced and chanted as they entered to the FIFA-themed boarding music!

The cabin dressing was FIFA themed and crew went through specially-curated FIFA training so they knew all about the tournament and could help with passenger queries.

Catering football-related sports content options, live FIFA games, the FIFA+ channel, football Spotify playlists and Hollywood and Bollywood football content. One of the highlights of the onboard Oryx One inflight FIFA experience was an opportunity to view an exclusive interview conducted with the FIFA President Gianni Infantino.

Fans were also introduced to the host city through Visit Qatar football videos that highlighted favourite tourist spots in the country; a football video shot at the award-winning Hamad International Airport, and an acclaimed safety video featuring the muchloved FIFA Mascot, La’eeb. Limited-edition noise cancellation headsets were co-branded with the FIFA logo in premium cabins, whilst Economy passengers received colourful headsets in the FIFA 2022 brand colours. Live TV enabled customers to connect their devices and watch their favourite matches or other sport via the Sports 24 channel.

Comfort

Passsengers in First and Business Class were seated in cabins adorned with FIFA co-branded antimacassar and message pillows carrying special football-inspired slogans. A bespoke range of amenity kits in faux leather incorporated key FIFA visual elements. They were tailored to accommodate match-day essentials in the form of a body bag for men and a cross-body bag for women, as a souvenir keepsake.

burgers and half-time platters

Catering innovations were featured on a FIFA-themed menu. In First and Business, a range of FIFA-inspired matchtime favourites complemented the customary fine-dining experience. Dishes included burgers and half-time platters inspired by ingredients native to the participating countries such as American cheeseburgers, Brazilian burgers and Canadian burgers, while the dessert selection of Golden Chocolate Spheres revealed fillings tailored to each region. There were stadium snacks and coasters, and the cocktail napkins had FIFA co-branding to reinforce the celebrations.

In Economy match-time snacks included pizzas and sausage rolls presented to passengers in colourfully-designed FIFA-themed packaging. Desserts were garnished with signature chocolate footballs to bring the tournament to the table.

Technology

On the IFE system, the airline celebrated the FIFA season with exclusive FIFA content including 189

Guests were presented with football jerseyinspired FIFA co-branded loungewear with the FIFA logo and Qatar Airways on the front and ‘Qatar 22’ on the back. The bespoke loungewear was packed in drawstring bags made from rPET material. Economy Class passengers found pillowcases and headrest covers carried special messages; they also received vibrant FIFA-branded headphones and amenities to add surprise to their experience.

Children were given a taste of the tournament through the ORYX Kids Club range of FIFA-themed products to get them interested in the game. Young fans received a football-themed young traveller pack and plush toys to keep them entertained. Never has any airline integrated the tournament so firmly throughout the inflight journey.

Passengers experienced a flight like no other, making memories that will last a lifetime. •

2023 CABIN CONCEPT AWARD ENTRY

Authentic cultural upgrades for ROYAL AIR MAROC as it rebuilds and differentiates its offer

Culturally authentic

Royal Air Maroc made significant efforts to launch new initiatives in 2022 to enhance its offer and support the passengers’ return to travel post-COVID. It undertook an organisational transformation designed to support its development and growth in three key areas: commercial, customer experience and transformation. The reorganisation was based on a ‘customer-centric’ approach to the entire customer experience and included the launch of a new brand platform to embody the best of Moroccan and African leadership and the airline’s pride in its roots. Key projects have included new uniforms, new inflight catering and newly-designed cabin interiors, all introduced to provide customers with a unique and authentic experience. The goal was to showcase the cultural richness of Morocco and its continent, and provide a sense of pride in this heritage for both its staff and customers.

By focusing on cultural authenticity and customercentric initiatives, the airline aims to successfully differentiate itself from competitors while also providing passengers with an improved travel experience that showcases its values.

Bright & harmonious

Service/crew

New uniforms for ground and flight crew feature traditional Moroccan patterns and colours and are designed to reflect the airline's commitment to its Moroccan culture and heritage. They are a new visual signature for the airline; chic and elegant to convey the brand's culturally authentic values: reliability, proximity, optimism and ambition. By wearing them, the staff express with one voice: "We are proud and we wear what we are. We are Moroccans and Africans, faithful to our cultures, living in our time". The uniforms are part of a professional welcome, reflecting the commitment to high-quality customer service. They feature the brands new amethyst signature colour, also used onboard aircraft and in airport signage.

Catering

Similarly, the new catering was inspired by Moroccan cuisine, offering a diverse range of flavours. In Business, an à la carte service is a qualitative leap in long-haul service standards. The 'All Day' section of the menu gives access to hot or cold snacks throughout the flight and new Moroccan products with branded packaging include roasted almonds and mixed dry fruits, salted cookies, pure honey for breakfasts, chocolate squares with coffee, tchaba teas and infusions, coffee capsules in Business and quality coffee in Economy. Lemonade with fresh mint is the new welcome drink and there is a new service of mint tea and Moroccan cakes.

An orange blossom scented refreshing towel is also offered. In Economy passengers have new sandwich options, muffins and yogurt boxes on short-haul flights and hot meals on medium and long haul flights. A white fish, salmon and a third vegetarian choice have been added.

Interior design

The new cabin interiors are brighter and provide a more harmonious atmosphere, drawing on local themes such as traditional Moroccan tiling.

The trims now feature the amethyst of the new uniforms, chosen as a colour evocative of refinement, calm and serenity.

The design of the embossed leather seats recalls Moroccan craftsmanship and the Kingdom's prestigious leather heritage, while mosaic chevrons – so specific to local culture – were chosen for the walls, carpets and seatbacks. The seats have been upgraded to add comfort and more user-friendly features. Ambient lighting adds atmosphere. In Business Class, upgrades aim to match or surpass the best for comfort and service, offering privacy and tranquility. Seats can be converted to a bed and personal lighting is all fully adjustable.

Comfort

Products chosen for Business are designed to make this one of the most privileged travel experiences in the air. Presented in an elegant hand-woven linen pouch, high-quality Moroccan toiletries and comfort products include 100% natural care products, socks, and eye mask.

Technology

The IFE has been enriched and includes a new Sustainable Development Channel highlighting initiatives towards carbon neutrality by 2050. It now includes seated yoga to support inflight wellbeing. •

Tactile touches

2023 CABIN CONCEPT AWARD ENTRY

Developed from the belief that customers really value human connection, the goal in designing the new cabins was to provide physical spaces that would facilitate in-person connection inflight while also building connectivity and technology to enhance service and enable interactions with loved ones at home. The new cabin reflects Virgin Atlantic’s determination to never stand still. The social space is especially unusual on a single deck aircraft and is a key differentiator for the carrier. The A330neo is a symbol of a continuing evolution, developed nose to tail in an holistic manner as an engaging, seamless experience that customers will love for many years to come.

Catering

The A330neo cabin includes a new self-service offer in the Upper Class cabin with two freelyavailable fridge/freezers and a drinks dispenser. This is in addition to the meal service and represents a step change for F&B service. The units, known as tri-mode chillers, have three functions for service flexibility: fridge, freezer and chiller. The products offered include ice cream and chilled drinks.