IFSA Global EXPO Panel Preview: Inflight & In Style
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The “Inflight and In Style” panel session taking place at IFSA Global EXPO in Long Beach, California from September 9-11 will be led by Kaelis’ Chief Design Officer Manoj Pridhanani and will take a deep-dive into the world of brand experience.
Panelists include Tiera Kelley, who headed up Cabin Services and Delivery at Riyadh Air until very recently. She will talk about what it takes to build a brand from the ground up, something she has prior experience of, having been part of the launch team at Virgin America.
Ahead of the live discussion, Kelley outlined the fledgling airline’s approach by saying, “The way we centralized Riyadh Air’s in-flight experience or brand experience is with the city of Riyadh itself. And so it comes from the heritage, whether it’s the landscape or the ‘Hafawa’ everyone speaks about, and we make sure there’s a modern twist to the heritage of the Kingdom.”
By contrast, Delta Air Lines’ Senior Manager Onboard Brand Experience April Oliphant will be providing insight into what it’s like curating the in-flight experience for a 100-year old brand. “When I think about the work we do, I think about what’s going to be beautifully presented in our flight museum one day,” she explained.
“In the world of aviation, this idea of ‘premiumization’ and brand partnerships are really, really important to our customers”
– Jenefer Jackson, United Airlines
Oliphant will also share the thinking behind Delta’s recent partnership with Missoni in terms of the two companies’ shared core values, as well as leveraging partnerships with fresh new brands like Shake Shack. Ultimately, she believes it’s about staying true to the airline’s “timeless authenticity.”
JetBlue’s General Manager Onboard, Lounge and Ground CEX Svender Singh will also join the conversation, focusing on how JetBlue finds a balance between leaning into its reputation for being a disruptor, while not taking things too far. “I’ll talk about the customer and what we’ve learned there in terms of brand partnerships and culinary partnerships – things that help us find that balance.”
Another airline discussing culinary partnerships will be United, who will be represented onstage by Jenefer Jackson, the carrier’s Director, Food & Beverage Programs. During a preparatory call before IFSA Global EXPO, Jackson outlined some of the topics she will focus on: “Obviously we are a global airline. We have a global footprint and we’re really committed to bringing authentic experiences for our customers onboard that connect with the communities and destinations that we serve.
“But in the world of aviation, this idea of ‘premiumization’ and brand partnerships are really, really important to our customers […] so how do we bring touches of exclusivity or luxury to our customers in every cabin that really identifies with our global network?” she continued. And yes, Jackson believes United’s Stroopwafel is a great example…
The “Inflight & In Style” panel session will take place in the LBCC Breakout Room from 3:20PM until 4:10PM on September 9. To find out about the other panels taking place at the IFSA Global EXPO, click here.