Asian airlines win passengers through elevated inflight food, drinks, and service
Event | World Travel Catering & Onboard Services Expo 2025 |
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Organiser | RX Global |
Event Date | 08.04.2025 |
Press Release Date | 19.02.2025 |
World Travel Catering & Onboard Services Expo has released a new survey report unveiling key insights into expectations in South East Asia’s aircraft passenger experience market. What Asia Wants: From Food and Beverage Offerings to Sustainability, authored by Asia-based Airline Hospitality Consultant, Jeremy Clark, takes a deep dive into the priorities of travellers in Thailand and Indonesia in the post-Covid era.
The survey highlights the overwhelming importance of food and beverage (F&B) quality and customer service, with these factors ranking highest among passenger considerations at 93% and 97% respectively. Moreover, 96% of respondents consider F&B service either ‘very important’ or ‘quite important’ when selecting an airline, and a significant 85% would avoid an airline based on previous poor inflight service.
Despite Asia’s strong airline offerings, passengers are calling for improvements in the quality of F&B, with 64% calling for better options. Healthier choices and more responsive crews are also in demand, particularly in Indonesia where the need for improved service ranks significantly higher (56%) compared to Thailand (31%). For both sets of respondents, the ability to order F&B outside of standard service times is another popular request, with 60% of passengers expressing interest, as is the pre-selection of meals (36%).
The report also explores the complexities of sustainability in the airline industry and the need for clearer definitions. While passengers express interest in sustainable practices, with 47% saying they definitely would pay more and 46% saying they would consider it, it ranks far behind F&B (93%) and service (97%).
While Asian passengers uphold pride in their region’s carriers, the findings emphasise the return need for airlines to prioritise passenger preferences, particularly in the scope of food and beverage, to maintain a competitive edge in the Asian markets. Here, the report suggests that these trends align for smaller carriers operating local flights and legacy carriers operating long-haul routes. But with Asian carriers already known for dominating F&B choice and service quality, the report acknowledges the challenges the industry now faces to make what is already ‘great’, better.
WTCE’s Event Manager, Shona Thomson, said: “This report underscores a crucial learning for airlines: in the competitive Asian market, passenger loyalty centres around delivering exceptional food and beverage experiences alongside top-tier service. Airlines must prioritise these elements to succeed, carefully considering the nuances between the dominating Indonesian and Thai markets, reflecting the specific demographic needs within their service offering.
“Returning in April 2025, WTCE will offer Asian carriers the perfect platform to dive further into these findings and collaborate on strategies that will shape the future of inflight dining and service.”
The report provides valuable insights for airlines and suppliers attending WTCE 2025, enabling them to tailor their offerings to meet the specific demands of Asian travellers. To view the full report, ‘What Asia Wants: From Food and Beverage Offerings to Sustainability’, visit: What Does Asia Want? Passenger Insights Report | WTCE
For more information or to register for World Travel Catering & Onboard Services Expo, visit https://www.worldtravelcateringexpo.com/reg
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