TG0's head of Innovation Programs, Joe Johnson, attended the Aircraft Interiors Expo (AIX) this April to investigate the latest innovations and offerings in the industry. After hours of conversations and miles of walking the show floor, here are his four key takeaways.
1. Real Estate Rethink
If you want to understand the state of society you need look no further than seating configurations on aeroplanes. Airlines always run the risk of borrowing from Peter to pay Paul. Right now we are generally seeing more economy seats, a booming Premium Economy class, added luxury in first class, and Business class taking the real estate hit.
This shouldn't be a surprise. Businesses are tightening the purse strings on travelling executives, and in an economic downturn Economy class passengers are digging a little deeper for the manageable upgrade to Premium. The challenge for the industry is to create distinct offerings at each level, without the rung below cannibalising the more expensive experience. Technology provides one solution: using it to make everyone feel special, without blurring the lines between classes.
Business class remains the flagship zone. It is therefore extra pleasing to see TG0 client Stelia's new Rendezvous family recognised as one of the most innovative new seats at AIX this year.
2. Sensor Revolution
Sensor technology is getting very good, and the aircraft environment is the perfect place to take advantage of technological progress. Understanding the status of passengers, of stock on board, of ground teams, of maintenance requirements — it is all possible in real time with AI support. Being able to flag irregularities before systems fail and capture opportunities to delight passengers before they've realised they need attention is wonderfully fertile ground.
3. Harnessing Tech to Reinforce Brand Identity
Tech for tech's sake rarely makes sense. But when cleverly deployed to bring joy, surprise, and new functionality to an environment, it can have an outsized impact. Cathay Pacific's 'Gallery in the Skies' concept — rewarded at Crystal Cabin — is a signpost to the future. Using technology that impacts all the senses, we can more seamlessly merge the journey with the destination through clever haptics, textures, and movements, and better blur the lines of the passenger journey from booking to airport to aircraft and beyond.
In terms of tech ripe to be deployed right now: adaptive ergonomics, immersive entertainment and gamification, social and collaborative experiences, and hyper-personalised UX with AI predictive comfort. There is so much to explore.
4. We Need to Talk About Screen Time
There were notable awards given to IFEC innovations where functionality for seat controls, lighting, and entertainment had been loaded onto clean touchscreens. The upsides are real — short learning curves and the ability to embrace familiar phone-tech norms.
But there are downsides too. TG0 works closely with the automotive sector and has seen firsthand the backlash against characterless touchscreens. Will that trend play out on aircraft? More than a few whispers of desire for increased tactility were heard.
For all the simplicity touchscreens provide, the human desire for tactile, 3D buttons, switches, and dials is not going away. The opportunity to design novel interactions that capture both the imagination of passengers and the identity of airlines is huge.
