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How Meta’s XR and AI Technologies Are Transforming Aviation At the CAPA Airline Leader Summit – World in December 2025, Meta presented an ambitious vision for integrating extended reality (XR) and artificial intelligence (AI) within the aviation industry. Moving beyond experimental phases, these technologies are now generating tangible benefits across crew training, operational efficiency, and passenger experience, marking a significant step toward digital transformation in aviation. Revolutionizing Training and Operations Airlines are increasingly adopting XR to transform crew training by utilizing highly realistic and repeatable simulations. These immersive environments enhance safety protocols, accelerate the learning curve for personnel, and reduce associated costs. Complementing this, AI-driven content creation and analytics are streamlining airline operations by enabling personalized services, anticipating operational demands, and optimizing performance on a large scale. For passengers, the integration of immersive in-flight entertainment and bring-your-own-device strategies is redefining engagement, offering richer and more customized experiences without adding weight or complexity to aircraft cabins. A central element of Meta’s strategy is the development of next-generation augmented reality (AR) devices, notably the Orion smart glasses. These devices aim to provide contextual, real-time information directly within crew workflows and passenger interactions. Potential applications include interactive navigation, service guidance, and immersive previews of destinations, all of which promise to transform how travelers engage with airlines and their environments. Strategic Shifts and Market Challenges Meta’s recent strategic realignment, characterized by reductions in its Reality Labs division and a renewed focus on AR and AI, reflects both the opportunities and challenges inherent in this sector. While AR smart glasses and AI-powered tools hold promise for enhancing pilot training, maintenance, and operational efficiency, the company’s pivot has sparked concerns about a potential “VR winter.” Analysts highlight the limited mainstream appeal of VR headsets, and skepticism remains among some competitors regarding the long-term viability of AR glasses in aviation. Meanwhile, other industry players are developing their own AR solutions, underscoring a fragmented and competitive landscape. Investor response has been measured. Although sales of Meta’s smart glasses tripled last year, raising interest, questions persist about the broader adoption of AI glasses and the regulatory implications of their widespread use in aviation settings. Despite these uncertainties, Meta’s continued investment and real-world deployments demonstrate that XR and AI technologies have moved beyond futuristic concepts to become practical tools delivering value today. The company’s aviation strategy offers insight into how immersive technology could influence airline competitiveness, operational resilience, and customer engagement in the coming years, even as the industry contends with evolving market dynamics and regulatory scrutiny.

NASA Studies Public Response to Air Taxi Noise Investigating Community Reactions to Emerging Air Mobility As advanced air mobility (AAM) aircraft prepare to enter U.S. airspace, NASA is conducting research to understand how communities might respond to the novel sounds these vehicles will introduce. The focus of this investigation is on air taxis—small aircraft intended for short-distance passenger transport, including personal travel and emergency medical services. NASA’s aeronautics division recently completed a study designed to assess public annoyance and sensitivity to these new noise sources. The research, titled the Varied Advanced Air Mobility Noise and Geographic Area Response Difference (VANGARD) test, involved 359 participants from Los Angeles, New York City, and Dallas-Fort Worth. Conducted between late August and September 2025, the study exposed participants to 67 simulated aircraft sounds derived from NASA and industry concept designs. To ensure impartial feedback, participants were not informed of the manufacturers nor shown images of the aircraft. This methodology aimed to isolate auditory perception from visual or brand biases. Key Findings and Methodology Preliminary results indicate that residents in noisier urban environments reported higher levels of annoyance from air taxi sounds compared to those living in quieter suburban areas. While researchers continue to analyze the data, early interpretations suggest that individuals accustomed to elevated background noise may exhibit increased sensitivity to additional sound disturbances. Participants rated their annoyance after hearing each aircraft flyover simulation and provided their zip codes, allowing researchers to classify their home environments by ambient noise levels. Most participants completed the study remotely using personal audio devices, while a control group of 20 individuals participated on-site at NASA’s Langley Research Center using standardized listening equipment. The consistency of responses between these groups reinforces the reliability of the findings. Addressing Public Concerns Amid Industry Progress The introduction of air taxis has sparked community opposition in certain regions, notably Southern California, where petitions have circulated expressing concerns over noise pollution and the impact of low-flying aircraft. These public apprehensions underscore the significance of NASA’s research in guiding both industry stakeholders and policymakers. Despite skepticism, companies such as Vertical Aerospace and Archer Aviation continue to advance their air taxi initiatives, aiming to secure regulatory certifications from the Federal Aviation Administration (FAA) and UK authorities by 2028. Their progress highlights the pressing need to understand and mitigate community reactions to the noise generated by these emerging aircraft. NASA’s ongoing studies, including the VANGARD test, seek to facilitate the safe and considerate integration of air taxis into communities. The insights gained are expected to inform future aircraft design and operational strategies, balancing technological innovation with the comfort and well-being of residents.

Linear Air Revamps Membership Program Amid Intensifying Competition Boston-based Linear Air, a broker specializing in regional private charter flights, has relaunched and rebranded its membership program to better address the evolving needs of frequent flyers. This strategic update follows the return of Justin Nihon as CEO six months ago and underscores the company’s commitment to refining its service offerings in a competitive market. Membership Structure and Fleet Composition Linear Air operates a significant portion of its flights using air taxis, which it categorizes into five distinct classes: Air Taxi, Premium Air Taxi, Midsize Air Taxi, Large Air Taxi, and Executive Air Taxi. The Executive Air Taxi category includes turboprop aircraft such as the King Air and Pilatus PC-12, accommodating up to eight passengers. The remaining categories primarily feature single- and twin-engine piston aircraft, including models like the Cirrus SR-22 and Cessna 172 Skyhawk, typically seating between two and six passengers. The company’s revamped membership program, branded as the Arrow Club, introduces two principal tiers. The Core membership requires a $24,000 upfront payment or $2,000 monthly installments, offering members a 5% discount on flight costs and guaranteed availability when booking at least 72 hours in advance, excluding weekends and holidays. The Premium tier, priced at $48,000 upfront or $4,000 per month, increases the discount to 10% and reduces the booking window to 48 hours. Premium members also benefit from coordinated ground transportation and catering services provided at cost. Additionally, a bespoke tier is available to accommodate corporate clients. All membership levels incorporate dynamic pricing and permit penalty-free cancellations up to 48 hours before departure, although more stringent terms may apply for turboprop and jet charters. The program primarily targets the piston aircraft segment, which Nihon identifies as a key growth area, particularly for travelers seeking efficient alternatives to lengthy drives or commercial flights on short regional routes. Digital Innovation and Market Differentiation Linear Air distinguishes itself through its instant online booking platform, enabling customers to secure next-day flights with ease. Approximately half of all bookings are now completed digitally. When a preferred aircraft category is unavailable, the company offers alternative options at adjusted rates, enhancing flexibility for members. Nihon highlights that frequent flyers increasingly value the convenience and immediacy of online booking. The company’s focus on air taxis sets it apart from many brokers and fixed-rate programs that predominantly emphasize jet charters. Linear Air anticipates growing demand as high-net-worth individuals prioritize time efficiency and experiential travel, such as making multiple same-day stops or returning home for family commitments following business engagements. Competitive Landscape and Market Challenges The overhaul of Linear Air’s membership program occurs amid intensifying competition from established operators like Wheels Up, which has recently announced ambitious expansion plans. Industry analysts suggest that competitors may initially adopt a cautious stance but could respond by enhancing their own membership offerings or adjusting pricing strategies to protect market share. Moreover, broader economic and geopolitical uncertainties—including fluctuating interest rates and inflationary pressures—pose potential challenges to consumer behavior and the private aviation sector at large. As Linear Air seeks to solidify its position within the charter market, its ability to navigate competitive pressures and adapt to shifting market dynamics will be critical to its future success.

MRO Drives Growth and Diversification in Mexico’s Aerospace Industry Mexico’s aerospace sector is increasingly embracing maintenance, repair, and overhaul (MRO) services as a strategic pathway for expansion, according to the Federación Mexicana de la Industria Aeroespacial (FEMIA). Traditionally centered on manufacturing components for original equipment manufacturers (OEMs), the industry is now capitalizing on the rising global air traffic and the consequent surge in demand for aircraft maintenance, which is opening new opportunities within the aftermarket. MRO activities encompass a broad spectrum of services, including preventive and corrective maintenance, component overhauls, engine servicing, avionics support, and regulatory inspections. These operations are subject to stringent oversight by regulatory bodies such as the U.S. Federal Aviation Administration and Mexico’s Agencia Federal de Aviación Civil, making technical expertise and certification essential prerequisites for market participation. Unlike aircraft manufacturing, which is often cyclical, MRO generates recurring demand throughout an aircraft’s operational life, offering a more stable revenue stream and greater resilience against economic volatility. For Mexican suppliers, this segment presents multiple avenues for diversification, ranging from engine and composite work to electronic systems and ground support equipment. By advancing along the value chain, companies can solidify their presence in the North American aviation market. Challenges and Strategic Responses Despite its potential, the expansion of MRO services in Mexico faces notable challenges. Industry experts highlight workforce shortages and the need to enhance regional capacity as significant obstacles. Overcoming these issues will require sustained investment in infrastructure, workforce training, and regulatory compliance. Additionally, companies must cultivate a nuanced understanding of regional maintenance hubs and adapt their technical capabilities to meet the evolving requirements of airlines and operators. The sector’s growth is closely linked to fleet activity in both Mexico and the United States, where high aircraft utilization continues to drive demand for specialized maintenance services. In response, market participants are increasing investments in the aviation aftermarket, with particular emphasis on integrating advanced technologies and sustainable practices to boost competitiveness. Meanwhile, global competitors are also adjusting their strategies. Some are leveraging regional strengths and expanding their footprint in markets such as the Middle East, especially in widebody MRO, to capture a larger share of the growing demand. While manufacturing remains a foundational element of Mexico’s aerospace industry, analysts concur that future growth will increasingly depend on after-sales services. By expanding into MRO, Mexican suppliers can access a more stable, high-value segment of the global aerospace market, positioning themselves for long-term success amid shifting industry dynamics.

Royal Navy Advances AI Predictive Maintenance to Fixed-Wing Aircraft Expanding the Motherlode Analytics Platform The Royal Navy is accelerating its integration of artificial intelligence to improve the reliability and availability of its frontline aircraft through the latest iteration of its Motherlode analytics platform. Developed collaboratively by the 1710 Naval Air Squadron (NAS) and Defence Equipment & Support’s Automation and AI team, Motherlode Version 3 represents a significant advancement in data-driven maintenance. The platform is designed to predict component failures, reduce unnecessary maintenance tasks, and enhance overall fleet readiness within the Fleet Air Arm. Originally tailored for rotary-wing aircraft, the upgraded Motherlode system is set to expand in 2026 to include fixed-wing fleets such as the Poseidon maritime patrol aircraft, the E-7 Wedgetail airborne early warning fleet, and the Protector remotely piloted air system. This expansion reflects a broader strategic shift within UK defence, moving artificial intelligence from experimental applications toward becoming an integral operational tool for engineers and planners. Transforming Data into Operational Insight At its core, Motherlode Version 3 processes extensive aircraft and maintenance data to generate actionable insights for engineers, airworthiness teams, and programme managers. The platform’s AI models are capable of identifying components at risk of failure prior to deployment, detecting environmental factors that accelerate wear, and pinpointing maintenance activities that consistently fail to uncover faults. This data-driven approach enables support teams to optimize inspection schedules and allocate resources more effectively. During the “Innovation at the Core” event held at HMNB Portsmouth, Motherlode demonstrated its capacity to enhance detachment planning through predictive spares modelling. This capability allows units to deploy with more precise logistics packages, improving operational efficiency. Lieutenant Commander Sam Budd of 1710 NAS highlighted the platform’s role in providing maintainers with enhanced situational awareness of aircraft health. He stated, “We are giving maintainers the data, context and confidence they need to make rapid, informed decisions,” emphasizing the tool’s potential to increase aircraft availability while alleviating the workload on engineering personnel. Strategic Implications and Challenges While earlier versions of Motherlode primarily supported the Royal Navy’s helicopter fleet—including Merlin, Wildcat, Apache, and Chinook—Version 3’s extension to fixed-wing aircraft marks a strategic evolution. The Royal Navy, alongside the wider defence sector, increasingly regards predictive analytics not as a specialized tool but as a foundational digital infrastructure for aviation support. By providing plain-language explanations alongside technical outputs, Motherlode seeks to bridge the divide between complex data science and the practical demands of flight-line maintenance. Nonetheless, the adoption of AI-driven predictive maintenance for fixed-wing aircraft presents challenges. Industry analyses, such as those from Aviation Week, have underscored ongoing privacy and security concerns associated with these technologies, even as their use expands in sectors like business aviation. As the Royal Navy advances its AI capabilities, it is anticipated that competitors may adopt similar technologies to maintain operational parity. This dynamic is likely to stimulate increased investment across the defence and aviation sectors in AI-driven maintenance solutions aimed at enhancing efficiency and reducing downtime. The Role of 1710 Naval Air Squadron The leadership of the 1710 Naval Air Squadron in this initiative highlights its distinctive position within UK military aviation. Based in Portsmouth and operating without its own aircraft or pilots, the squadron specializes in deployable scientific and engineering support. This unique role places 1710 NAS at the forefront of the Royal Navy’s efforts to embed artificial intelligence into routine aviation operations, underscoring the service’s commitment to leveraging advanced technologies to sustain and improve fleet performance.

Airbus Secures Orders Amid Engine Supply Challenges Airbus has cautioned investors that despite a record order backlog, achieving record delivery numbers remains uncertain due to persistent engine supply constraints. While demand for the European manufacturer’s aircraft remains robust, ongoing shortages from critical engine suppliers continue to limit its production capacity and revenue recognition. Delivery Outlook Reduced Due to Engine Shortages In its latest update, Airbus revised down its commercial aircraft delivery forecast for 2026 to approximately 870 units, falling short of analyst expectations that had anticipated deliveries exceeding 900. The company attributed this reduction primarily to significant engine supply shortages, notably from Pratt & Whitney, a key provider for the A320neo family. CEO Guillaume Faury acknowledged the severity of these supply chain disruptions, emphasizing that the shortfall is substantial and cannot be easily mitigated by alternative suppliers. Although Airbus offers alternative engine options for the A320neo, including those from CFM International—a joint venture between Safran and GE Aerospace—these suppliers are currently unable to accelerate production sufficiently to compensate for Pratt & Whitney’s delays. In response, Airbus has initiated contractual dispute proceedings with Pratt & Whitney, indicating that the impasse may intensify if unresolved. Consequently, Airbus now anticipates that production of the A320 family will reach between 70 and 75 aircraft per month by the end of 2027, rather than achieving the previously targeted steady rate of 75 per month. Weak delivery figures in January have heightened concerns that the 2026 delivery schedule will be back-loaded, with the majority of aircraft handovers occurring late in the year. Market Impact and Industry Context The market reacted promptly to Airbus’s revised guidance, with the company’s shares declining by approximately 6 to 8 percent on the day of the announcement. Shares of RTX, the parent company of Pratt & Whitney, also experienced a downturn, while Boeing’s stock traded lower as investors assessed the broader implications for the aerospace sector. The competitive landscape between Airbus and Boeing remains under scrutiny, as both manufacturers contend with challenges related to increasing production rates and strategic planning for future aircraft programs. Financial and Operational Risks At the heart of the issue lies a cash flow challenge. Aircraft manufacturers typically receive the majority of payments upon delivery, so any downward revision in delivery forecasts delays cash inflows and affects expectations for free cash flow, dividend payments, and capital returns. Airbus, which had previously been recognized for more consistent execution amid Boeing’s recent difficulties, now confronts its own production bottlenecks. The company’s heavy reliance on Pratt & Whitney has intensified this risk, as the inability of a single supplier to fulfill commitments imposes a hard limit on production expansion. This situation highlights the vulnerability of aerospace supply chains and the complexities involved in scaling production within a constrained environment. As Airbus seeks to secure additional engines from CFM International and manages its dispute with Pratt & Whitney, industry observers are closely monitoring how the company will navigate these disruptions while striving to maintain its competitive position.

Ezeiza Airport Implements AI-Powered Ramp Visibility Across All Passenger Gates BUENOS AIRES, Argentina — Ezeiza International Airport (EZE) has completed the full deployment of Synaptic Aviation’s AI-driven ramp visibility platform at every passenger gate, marking a pivotal advancement in the airport’s ongoing modernization efforts. This rollout follows a successful 90-day proof of concept during which Synaptic Aviation collaborated closely with Ezeiza’s IT team and Argentine airport authorities to ensure a secure, efficient, and locally managed implementation aligned with national data privacy standards. Enhancing Operational Efficiency and Safety The newly installed system comprises over 60 on-premises cameras that provide continuous, real-time monitoring of ramp operations and aircraft turnaround activities. This comprehensive visibility allows airport personnel to track critical operational milestones, swiftly identify deviations from standard procedures, and utilize data-driven insights to improve safety, punctuality, and overall efficiency. Ezeiza plans to share these insights with airlines and ground handling teams to optimize ramp workflows and enhance the passenger experience. As one of the first airports in Latin America to adopt AI-powered ramp visibility on such a scale, Ezeiza is establishing a regional benchmark for integrating advanced technology into daily airport operations. The initiative was spearheaded by Luciano Verri, Corporate IT Manager; Mariano Bonora, IT Manager at Ezeiza; and Pablo Quetglas, CCO Manager at EZE. Together, they aligned operational and safety requirements, defined evaluation metrics, and ensured full compliance with Argentine data privacy regulations. “Collaboration was essential throughout this project,” said Mariano Bonora. “By working with government stakeholders and Synaptic Aviation, we achieved a flexible, on-premises model that meets Argentina’s data and security standards while delivering the performance needed for a busy international hub. This system supports our modernization goals and strengthens operational reliability.” Challenges and Industry Impact Despite the successful deployment, integrating AI-powered ramp visibility with existing airport systems has required meticulous planning to prevent operational disruptions. Managing data privacy and security remains a paramount concern, particularly given the sensitive nature of the operational footage captured. Additionally, airport management is addressing potential resistance from staff accustomed to traditional monitoring methods by emphasizing comprehensive training and change management initiatives to facilitate a smooth transition. Market response to the deployment has been largely positive, with expectations that improved efficiency and reduced wait times will enhance passenger satisfaction. Industry competitors are closely observing Ezeiza’s initiative, with some anticipated to adopt similar AI solutions or invest in more advanced technologies to maintain their competitive positioning. The global trend toward connected, intelligent airport operations continues to accelerate, driving innovation across the aviation sector. “Ezeiza’s forward-thinking approach sets a strong example for responsible and effective AI adoption in aviation,” stated Sal Salman, President of Synaptic Aviation. “Their leadership in building a secure, locally managed deployment demonstrates how innovation and data sovereignty can go hand-in-hand.” This milestone also expands Synaptic Aviation’s global footprint, supporting airports and airlines across North America, Europe, Asia, and Latin America. Ezeiza’s initiative highlights Aeropuertos Argentina’s commitment to technological advancement and cross-sector collaboration, laying a data-driven foundation for future growth in the increasingly digital aviation industry.

China Continues to Rely on Western Technology for Advanced Innovations Aerospace Ambitions and Persistent Challenges China has firmly established itself as a global manufacturing leader, producing a wide array of goods ranging from everyday household items to electric vehicles. However, when it comes to cutting-edge technologies, the nation continues to encounter significant obstacles. This dependence on Western expertise is exemplified by the recent announcement from the state-owned aerospace manufacturer COMAC. The company revealed that Aviage Systems, a US-Chinese joint venture, will be responsible for developing the core avionics processing system for its forthcoming C929 passenger jet. Often described as the aircraft’s “central brain,” this system highlights China’s ongoing reliance on Western technology for critical components. COMAC presented the C929, which remains in the detailed design phase, at the Singapore Airshow last month. The jet is positioned as China’s response to Western widebody aircraft such as the Boeing 787 Dreamliner and Airbus A350. Despite this ambitious vision, the project is far from completion, with particular attention focused on the unresolved challenge of producing a suitable jet engine. China continues to grapple with the complex metallurgy and manufacturing precision required for large turbofan engines, a domain still dominated by Western companies. Internal reports dating back to 2017 reveal persistent quality issues and a strategy heavily reliant on imitation and reverse engineering, factors that have contributed to a technological lag in this sector. Efforts to develop the CJ-2000 turbofan engine, intended as China’s domestic equivalent to the Rolls-Royce Trent-1000, have shown some progress, including record thrust achievements in recent tests. Nevertheless, the engine has yet to match the reliability and longevity of its Western counterparts. Rolls-Royce, recognizing China’s demand for advanced engines, has a longstanding history of cooperation with Beijing, dating back to Cold War-era technology transfers and a landmark 1975 agreement to supply Spey turbofan engines. Advances in Artificial Intelligence and Strategic Implications Despite the challenges faced in aerospace, China has made significant advances in other high-technology sectors, particularly artificial intelligence (AI). The country’s rapid progress in AI has narrowed the gap with Western nations, raising concerns among global technology leaders. Demis Hassabis, CEO of Google DeepMind, recently noted that Chinese AI companies are now only six months behind the most advanced Western laboratories. While the United States continues to control access to the most sophisticated semiconductor chips, China is developing an alternative AI ecosystem based on domestic hardware, efficient algorithms, and vast data resources. This technological shift carries not only economic but also strategic and national security implications. China’s technology sector has demonstrated resilience, as evidenced by the strong performance of tech listings in Hong Kong amid Beijing’s push for self-reliance. Analysts warn that China’s rapid ascent in AI poses a challenge to U.S. dominance, as the country moves up the value chain and offers affordable, widely deployed AI solutions to developing economies. China’s dual approach—leveraging foreign expertise where necessary while aggressively pursuing domestic innovation—reflects a broader strategy aimed at achieving technological self-sufficiency and enhancing global competitiveness. While the nation continues to depend on Western technology for its most advanced innovations, particularly in aerospace, it is simultaneously closing the gap in other critical sectors.

Airbus and Pratt & Whitney in Dispute Over Engine Deliveries Contractual Conflict Amid Production Ambitions Airbus and its engine supplier Pratt & Whitney are currently embroiled in a legal dispute concerning the delivery of Geared Turbofan (GTF) engines. During Airbus’s fiscal year 2025 earnings presentation, CEO Guillaume Faury confirmed that the company is invoking its contractual rights to secure the agreed number of engines for the year. This move underscores the growing tension between the European aircraft manufacturer and Pratt & Whitney as Airbus seeks to enforce supplier commitments critical to its production targets. The dispute arises at a pivotal moment for Airbus, which is striving to accelerate production of its highly popular A320neo family. However, the pace of engine deliveries from Pratt & Whitney has fallen short of expectations, impeding Airbus’s ability to meet its ambitious goal of delivering 870 commercial jets in 2026—a 10 percent increase over 2025. Airbus explicitly attributed these production challenges to Pratt & Whitney in its earnings release, stating that the supplier’s failure to fulfill engine orders is adversely affecting both the company’s guidance for the year and the planned production ramp-up. Airbus now anticipates reaching a monthly production rate of between 70 and 75 aircraft by the end of 2027, with a stabilization at 75 units thereafter. Broader Supply Chain Challenges and Industry Implications Airbus’s difficulties extend beyond Pratt & Whitney, as the company has also encountered delays in engine deliveries from CFM International, the joint venture between Safran and GE Aerospace responsible for the Leap-1A engines powering the A320neo. Despite these setbacks, Airbus remains confident that CFM will meet its committed delivery volumes. Safran CEO Olivier Andriès emphasized that CFM will prioritize existing supply commitments while remaining open to accommodating additional requests from Airbus where feasible. Pratt & Whitney is actively engaged in negotiations with Airbus to align GTF engine deliveries with the manufacturer’s increasing production rates. The engine supplier is seeking to finalize an agreement that supports Airbus’s ramp-up plans, though the ongoing discussions reflect the complexity of balancing supply chain constraints with production demands. These supply chain challenges highlight the broader difficulties faced by the aerospace industry in scaling up aircraft production amid strong global demand and persistent logistical hurdles. While Airbus has raised its overall delivery forecast for 2026, it has moderated expectations for the A320neo program due to continued uncertainty surrounding engine supply, particularly from Pratt & Whitney. The resolution of this dispute will be closely monitored by airlines and industry stakeholders, given the A320neo’s central role in global fleets and the significant implications for aircraft production schedules worldwide.

Sunclass Airlines Innovates Onboard Catering Amid Intensifying Airport Competition Sunclass Airlines, a prominent operator in Scandinavian leisure travel, is overhauling its onboard catering strategy in response to mounting competition from airport food outlets and evolving passenger preferences. The airline, which primarily operates charter flights connecting Nordic travelers to warmer destinations across Europe and beyond, faces shifting market dynamics and operational challenges that demand a fresh approach to inflight meal services. Responding to Changing Passenger Behavior and Market Pressures Tobias Ögren, head of inflight product and catering at Sunclass Airlines, points to a significant decline in pre-order meal uptake, attributing this trend to the expanding and increasingly assertive food offerings available within airport terminals. Passengers, often utilizing mobile applications, are more inclined to purchase food at the airport and bring it onboard, thereby challenging traditional airline catering models. “The offerings from the airports are getting bigger, and they are also getting more aggressive with their communication,” Ögren explains. In response, Sunclass is focusing on enhancing the value and variety of its onboard menu. Internal testing indicates that pre-booked meals are frequently more affordable and convenient than airport alternatives, a message now central to the airline’s pre-departure communications. This strategy aims to reclaim market share from airport vendors, particularly in major hubs such as Chicago O’Hare, where competition among carriers like United and American Airlines is especially fierce. Innovation and Collaboration as Strategic Pillars Innovation lies at the core of Sunclass’s renewed catering approach. The airline is experimenting with lighter, more flexible meal options—including burgers, kebab rolls, and pizza slices—that reflect popular terminal choices. Industry events such as the World Travel Catering and Onboard Services Expo (WTCE) have become vital platforms for Sunclass to explore new products, engage with suppliers, and address operational challenges. Ögren emphasizes the value of these gatherings: “We’re trying to challenge [airport catering] by looking into new meal alternatives 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.” WTCE has also fostered direct collaboration with partners, exemplified by a meeting with Marfo that resulted in the creation of a bespoke onboard burger, now a staple of Sunclass’s light meal offerings. “It can sometimes be that straightforward,” Ögren reflects, highlighting the importance of face-to-face industry engagement. Beyond menu innovation, Sunclass is exploring new revenue streams, including a revamped buy-on-board program inspired by serendipitous encounters with emerging brands at WTCE. These initiatives come at a critical time as the broader foodservice industry contends with rising labor costs, supply chain disruptions, and increasing pressure to reduce waste—factors that directly affect airline catering operations. As Sunclass navigates these complexities, its efforts to align onboard offerings with changing customer expectations and operational realities underscore the airline’s commitment to maintaining competitiveness in a rapidly evolving travel environment.