How Sunclass Airlines turns airport competition into onboard innovation

We spoke with Tobias Ögren, Head of Inflight Product and Catering at Sunclass Airlines, to understand the airline’s strategy for innovation and why World Travel Catering & Onboard Services Expo (WTCE) remains their single, unmissable industry event when it comes to food, beverage and retail opportunities on board.

Sunclass has observed a challenging downward trend in pre-order meal uptake. Ögren points to the evolving airport environment as a major factor: “The offerings from the airports are getting bigger, they are also getting more aggressive with their communication.” He notes that passengers are increasingly bringing food purchased at the airport – often using convenient mobile apps – onto the plane.

Sunclass is tackling this trend by focusing on value and variety on board too. Ögren confirmed that testing shows their pre-booked meals are often cheaper –  and more convenient –  than airport options, a message they are now driving in pre-departure communication, direct to passengers.

The second part of their strategy is product innovation, which is where WTCE plays a vital role:

“We’re trying to challenge that by looking into new meal alternatives – such as lighter options like a burger, a kebab roll, or a pizza slice that passengers might find in the terminal.  That’s where I think the show [WTCE] is very good, because you get new ideas and can meet up with new potential suppliers who can assist you.”

Ögren explains that when he first attended the show, his main goal was simply to understand the market beyond his existing contacts. This open-minded approach has since yielded concrete results, making WTCE its only industry event.

That being said, WTCE also serves as the annual touchpoint with current partners, allowing the Sunclass team to address issues and plan strategy face-to-face. For example, the show facilitated the development of a specific “light meal” solution:

“We’ve been working with Marfo, for example, and they’ve designed the burger for us. I met them at WTCE for the first time, where we started to discuss the possibility of light meals right then and there. They mentioned they were already working on a burger, which we subsequently introduced on board. It can sometimes be that straightforward!”

The show’s structure – featuring a wide range of exhibitors, including a dedicated area for first-time food and beverage brands – is essential for unexpected discovery and identifying future revenue streams, such as the new fresh buy-on-board programme Sunclass is developing.

Ögren shared his unplanned meeting with an international brand as a key example of WTCE’s serendipitous value:

“Sometimes we have an idea of what we’re supposed to look into for the year, and then all of a sudden we pass a product like The Drinks Bakery, and we’re immediately intrigued and are still having conversations and taste testing its products. It was a brand we had never heard of before and has a great offering for airlines looking to elevate the snacks on board.”

Thanks to the meeting at WTCE, Sunclass received samples, held follow-up discussions, and is now looking into a potential collaboration for its long-haul flights this winter.

Ögren stresses that the value of WTCE lies in its combination of scheduled business and open exploration. While pre-arranged meetings with current suppliers and prospective contacts through WTCE Connect app are essential, maintaining a flexible calendar is also vital: “I think both areas are very important. We know that all our suppliers are attending, so it’s easy to plan in advance to meet everyone. But we also take time to just go around and see what we can see at the show. I think it’s good to be very open-minded.”

For Sunclass Airlines, WTCE is essential because of the sheer breadth of attendees. As Ögren summarises: “Everyone working within the industry is somehow participating at the show, either as an exhibitor or as a visitor exploring the exhibitors, so everyone is there. If you’re not there, you’re really missing out.”

“Don’t set a too tight agenda. There are a lot of friendly people to talk to, so have some space in the calendar to go around, take some time, and meet new potential suppliers. With an open mind, you will go very, very far.”