{"id":6534,"date":"2025-03-24T08:00:00","date_gmt":"2025-03-24T13:00:00","guid":{"rendered":"https:\/\/alturaservice.com\/?p=6534"},"modified":"2026-03-16T12:01:07","modified_gmt":"2026-03-16T17:01:07","slug":"future-trends-inflight-retail-airline-customer-experience","status":"publish","type":"post","link":"https:\/\/alturaservice.com\/en\/future-trends-inflight-retail-airline-customer-experience\/","title":{"rendered":"Future trends in inflight retail: What airlines can learn from the high street"},"content":{"rendered":"\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/alturaservice.com\/wp-content\/uploads\/2025\/03\/Sue_Walker_Altura-1.jpg\" alt=\"\" class=\"wp-image-8792 lazyload\"\/><noscript><img fetchpriority=\"high\" decoding=\"async\" width=\"1000\" height=\"250\" src=\"https:\/\/alturaservice.com\/wp-content\/uploads\/2025\/03\/Sue_Walker_Altura-1.jpg\" alt=\"\" class=\"wp-image-8792 lazyload\" srcset=\"https:\/\/alturaservice.com\/wp-content\/uploads\/2025\/03\/Sue_Walker_Altura-1.jpg 1000w, https:\/\/alturaservice.com\/wp-content\/uploads\/2025\/03\/Sue_Walker_Altura-1-300x75.jpg 300w, https:\/\/alturaservice.com\/wp-content\/uploads\/2025\/03\/Sue_Walker_Altura-1-768x192.jpg 768w, https:\/\/alturaservice.com\/wp-content\/uploads\/2025\/03\/Sue_Walker_Altura-1-18x5.jpg 18w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/noscript><\/figure>\n\n\n\n<p>As someone who\u2019s spent years helping airlines evolve their retail offering, I\u2019ve always looked at what\u2019s happening in parallel industries. What we\u2019re seeing right now in retail and hospitality \u2013 particularly on the high street \u2013 is a wave of innovation driven by shifting customer behaviour and accelerated by necessity. And it\u2019s packed with insight for our sector.&nbsp;<\/p>\n\n\n\n<p>In response to the pandemic, many retailers had no choice but to rethink how they served customers. They embraced technologies and strategies that may once have seemed too complex, too niche, or too risky. Consumers, for their part, adapted fast \u2013 embracing mobile ordering, contactless payments, and flexible delivery options. Now, those changes have set new expectations. This, to me, is a signal for the airline industry to act.&nbsp;<\/p>\n\n\n\n<p>There\u2019s an old phrase I keep coming back to: <em>in adversity lies opportunity<\/em>. The brands that moved early on digital transformation \u2013 not just at the point of sale, but across the entire fulfilment journey \u2013 are now reaping the benefits. With better data, more flexible ordering, and tools that convert customers into communities, they\u2019re building stronger, more profitable relationships.&nbsp;<\/p>\n\n\n\n<p>That got us thinking: how soon before these expectations start to define inflight retail too?&nbsp;<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><img decoding=\"async\" class=\"lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/alturaservice.com\/userfiles\/images\/129765829-800px.jpg\" alt=\"\"><noscript><img decoding=\"async\" class=\"lazyload\" src=\"https:\/\/alturaservice.com\/userfiles\/images\/129765829-800px.jpg\" alt=\"\"><\/noscript><\/p>\n\n\n\n<p><\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>New payment habits, new expectations&nbsp;&nbsp;<\/strong><\/h4>\n\n\n\n<p>Even before Covid-19, card was overtaking cash \u2013 and contactless was overtaking chip and PIN. Since the pandemic, that shift has accelerated. In North America, for example, contactless use rose by 40% over swipe, and cash-to-card transactions jumped 87%. Customers now see these methods as safe, quick and reliable \u2013 and, more importantly, they expect them.&nbsp;<\/p>\n\n\n\n<p>We\u2019re also seeing a rise in digital wallets, \u201cBuy Now, Pay Later\u201d tools, and app-based loyalty schemes that turn payment into something more engaging. The retail transaction is no longer just about the product \u2013 it\u2019s about what value can be added around it. Cashback, rewards, instalment plans for smaller purchases \u2013 these features are fast becoming part of the new normal.&nbsp;<br><\/p>\n\n\n\n<p><\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>The shift towards seamless ordering&nbsp;&nbsp;&nbsp;<\/strong><\/h4>\n\n\n\n<p>Here in the UK, 75% of customers say they\u2019re more likely to complete a purchase if ordering is flexible and easy. This trend is no longer confined to restaurants or delivery apps. On the high street, we\u2019ve seen significant growth in kiosk ordering, click-and-collect and app-based fulfilment. Some operators report increases of 20\u201330% in average transaction value (ATV) as a result.&nbsp;<\/p>\n\n\n\n<p>These are learnings we can\u2019t ignore. In the air, why are we still making passengers wait for the trolley to pass \u2013 only to find their preferred item has sold out? Pre-flight ordering and in-seat browsing aren\u2019t futuristic concepts anymore. With connectivity improving and passenger expectations rising, I believe we\u2019ll soon reach a tipping point where customers expect the same seamless experience onboard as they do elsewhere.&nbsp;<br><\/p>\n\n\n\n<p><\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Making it easy means making it work&nbsp;&nbsp;&nbsp;<\/strong><\/h4>\n\n\n\n<p>One of the most overlooked barriers to inflight sales is friction \u2013 ordering delays, out-of-stocks, language gaps or payment issues. With the right tech, we can remove most of that friction. Smartphones are now the default transaction device for millions. When passengers can order in their own language, see exactly what\u2019s available, and pay how they prefer \u2013 conversion improves. It\u2019s not a theory, it\u2019s been proven time and again in retail and hospitality.&nbsp;<\/p>\n\n\n\n<p>Cabin crew aren\u2019t salespeople by trade. They already do an exceptional job. So we should be designing systems that support them, not add to their workload. Replacing printed brochures with intuitive digital interfaces isn\u2019t just more efficient \u2013 it reflects the world customers are used to. And when you link this to booking systems and passenger profiles, the opportunity grows.&nbsp;<br><\/p>\n\n\n\n<p><\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>The journey doesn\u2019t begin at take-off&nbsp;&nbsp;<\/strong><\/h4>\n\n\n\n<p>This is the big shift. Airlines have the chance to rethink the customer journey as starting far earlier \u2013 and extending well beyond landing. The moment a passenger books, there\u2019s potential to understand more about their preferences, their travel habits, their buying patterns. And if we use that data respectfully and intelligently, we can create offers that feel relevant, useful and timely.&nbsp;<\/p>\n\n\n\n<p>For me, that\u2019s what digital retail is really about \u2013 not pushing products, but creating relevance. Passengers don\u2019t just want to browse what\u2019s in stock \u2013 they want to feel like it\u2019s for them. Low-alcohol options. Allergen-aware meals. Ethical skincare. Seat upgrades. Excursion add-ons. These are all part of the inflight retail future if we align systems and strategy.&nbsp;<br><\/p>\n\n\n\n<p><\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Data only works when it connects&nbsp;&nbsp;&nbsp;<\/strong><\/h4>\n\n\n\n<p>There\u2019s no shortage of data in our industry \u2013 but there is often a lack of connection. Booking systems, EPOS, loyalty platforms, inventory systems\u2026 they all gather valuable insight, but how often are those insights actually used together?&nbsp;<\/p>\n\n\n\n<p>At Altura, we\u2019ve seen firsthand how bringing this data together \u2013 and putting it to work in real time \u2013 can transform retail performance. Destination-led content. Targeted product ranges. Pricing strategies that flex by route or time of day. All of it becomes possible when you treat retail as an integrated part of the passenger journey, not an add-on.\u00a0<br><\/p>\n\n\n\n<p><\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>It\u2019s not just about the sale \u2013 It\u2019s about the relationship&nbsp;&nbsp;&nbsp;<\/strong><\/h4>\n\n\n\n<p>When a customer downloads your app or logs onto onboard Wi-Fi, that\u2019s a moment of trust. It\u2019s a chance to engage beyond a one-off sale. Flexible loyalty schemes, integrated payment and booking journeys, and personalised experiences are no longer difficult to implement. They\u2019re simply being underused.&nbsp;<\/p>\n\n\n\n<p>It\u2019s easy to say this is a cultural challenge \u2013 and yes, innovation is tough. But we\u2019ve already seen what\u2019s possible. Airlines are operating in a different world post-pandemic, and with cost pressures and margin targets more important than ever, now is the time to explore smarter, leaner, more engaging retail models.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/alturaservice.com\/wp-content\/uploads\/2025\/03\/Altura_customer_relationship-1024x512.jpg\" alt=\"\" class=\"wp-image-8137 lazyload\"\/><noscript><img decoding=\"async\" width=\"1024\" height=\"512\" src=\"https:\/\/alturaservice.com\/wp-content\/uploads\/2025\/03\/Altura_customer_relationship-1024x512.jpg\" alt=\"\" class=\"wp-image-8137 lazyload\" srcset=\"https:\/\/alturaservice.com\/wp-content\/uploads\/2025\/03\/Altura_customer_relationship-1024x512.jpg 1024w, https:\/\/alturaservice.com\/wp-content\/uploads\/2025\/03\/Altura_customer_relationship-300x150.jpg 300w, https:\/\/alturaservice.com\/wp-content\/uploads\/2025\/03\/Altura_customer_relationship-768x384.jpg 768w, https:\/\/alturaservice.com\/wp-content\/uploads\/2025\/03\/Altura_customer_relationship.jpg 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/noscript><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>So, what&#8217;s next?&nbsp;<\/strong><\/h4>\n\n\n\n<p>For me, this all comes down to mindset. Are we still making retail decisions based purely on historical sales data \u2013 or are we ready to respond to how customer expectations have evolved?&nbsp;<br><br>I believe the airlines that will thrive in the years ahead will be the ones that treat retail as a strategic advantage, not just a service line. And the good news is, the tools are already there \u2013 we just need to start using them better.&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>As someone who\u2019s spent years helping airlines evolve their retail offering, I\u2019ve always looked at what\u2019s happening in parallel industries. What we\u2019re seeing right now in retail and hospitality \u2013 particularly on the high street \u2013 is a wave of innovation driven by shifting customer behaviour and accelerated by necessity. And it\u2019s packed with insight [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":9199,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-6534","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"acf":[],"_links":{"self":[{"href":"https:\/\/alturaservice.com\/en\/wp-json\/wp\/v2\/posts\/6534","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/alturaservice.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/alturaservice.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/alturaservice.com\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/alturaservice.com\/en\/wp-json\/wp\/v2\/comments?post=6534"}],"version-history":[{"count":1,"href":"https:\/\/alturaservice.com\/en\/wp-json\/wp\/v2\/posts\/6534\/revisions"}],"predecessor-version":[{"id":9150,"href":"https:\/\/alturaservice.com\/en\/wp-json\/wp\/v2\/posts\/6534\/revisions\/9150"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/alturaservice.com\/en\/wp-json\/wp\/v2\/media\/9199"}],"wp:attachment":[{"href":"https:\/\/alturaservice.com\/en\/wp-json\/wp\/v2\/media?parent=6534"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/alturaservice.com\/en\/wp-json\/wp\/v2\/categories?post=6534"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/alturaservice.com\/en\/wp-json\/wp\/v2\/tags?post=6534"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}