KLM CXO Barry ter Voert Highlights Changing Passenger Expectations and Industry Evolution
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Younger Travelers, Personalization, and Sustainability Drive the Future of Air Travel
KLM Chief Experience Officer and EVP Business Development Barry ter Voert addressed airline and catering industry leaders last Thursday afternoon, February 27, in Amsterdam at the ACA Symposium. Speaking to an audience that included International Flight Services Association (IFSA) and Airline Passenger Experience Association (APEX) members and staff, he highlighted major shifts in passenger behavior, the growing importance of personalization (a subject to be prominently featured at the upcoming APEX TECH), and the increasing demand for more sustainable travel experiences.
Opening the symposium, KLM Catering Services CEO and ACA President Michiel van der Eijk set the stage for the discussion, emphasizing the importance of collaboration in addressing industry challenges. “The airline industry is evolving rapidly, and catering must evolve with it,” van der Eijk stated. “We need to tackle systemic issues like waste, sustainability, and service expectations together to ensure a stronger future for all stakeholders.”
Ter Voert’s keynote presentation underscored the need for airlines to evolve alongside their customers, particularly as younger generations take center stage in travel demand.
Consumers Shift Spending Toward Experiences
Ter Voert pointed to a significant shift in how consumers allocate their discretionary spending, prioritizing travel and experiences over material goods. Decades of data show a steady increase in spending on travel, entertainment, and events, while material purchases continue to decline.
“Younger generations aren’t just traveling more—they’re shaping the entire experience around flexibility, personalization, and authenticity,” ter Voert stated. “They value convenience, digital control over their journey, and brands that align with their personal values.”
This demand extends beyond transportation to the entire travel ecosystem. Ter Voert explained that passengers expect an integrated, technology-driven experience allowing them to customize every element of their trip, from selecting seating and meals to booking exclusive inflight and airport services.
The Rise of Younger Generations in Travel
By 2029, Millennials, Gen Z, and Gen Alpha will make up nearly two-thirds of Europe’s population, representing a dominant force in global travel trends. These generations, according to ter Voert, prioritize self-determination, digital accessibility, and sustainability.
“Millennials have already demonstrated the strongest growth in travel spending,” ter Voert noted. “They are now generating nearly the same yield per kilometer flown as Baby Boomers, and Gen Z is quickly following.”
As these younger travelers enter their prime spending years, ter Voert stressed that airlines must adapt by offering services that reflect their preferences. This includes enhanced digital interfaces, real-time booking flexibility, and more environmentally responsible travel options.
Personalization Becomes the Norm
Passengers increasingly expect control over their inflight experience, particularly when it comes to service options. Ter Voert highlighted how airlines are investing in digital solutions that allow travelers to pre-order meals, select onboard services, and adjust preferences throughout their journey.
“With personalization becoming the expectation, passengers want tailored options not only in entertainment and seating but also in how and when they receive services,” ter Voert explained.
New catering models reflect this demand, offering flexibility in meal choices and delivery methods. Ter Voert cited examples such as pre-ordered meals, in-seat service, gate delivery, and takeaway options. He noted that these innovations align with the broader consumer trend toward customization and convenience.
Sustainability and Ethical Consumerism Drive Airline Strategy
Ter Voert emphasized that younger travelers demand more than just convenience; they want more sustainable and ethical travel choices. This expectation pushes airlines toward greener practices, reduced waste, and more environmentally friendly products and services.
“Travelers today are making more conscious choices, whether it’s reducing food waste, selecting healthier meal options, or choosing brands that demonstrate environmental responsibility” ter Voert underlined.
Airlines, in response, are rethinking their supply chains. Ter Voert discussed investments in biodegradable packaging, responsible sourcing, and more efficient food production. He highlighted waste reduction initiatives and circular economy practices as critical components of airline catering strategies. “Aviation is hard to decarbonize but we strive to go as fast as we can”.
Premiumization and Market Consolidation
Ter Voert also spoke about the rise in premium travel demand, with airlines expanding premium economy and business-class offerings to meet evolving passenger expectations.
At the same time, European airline consolidation continues. Ter Voert noted that industry moves, such as Air France-KLM’s stake in SAS and Lufthansa’s investment in ITA Airways, signal a shift toward greater efficiency and competitiveness.
“The level of airline consolidation in the U.S. is three times higher than in Europe,” ter Voert pointed out. “In Europe, we continue to see national carriers competing in a fragmented market.”
Shaping the Future of Airline Services
Ter Voert reinforced that the airline industry’s future success depends on its ability to embrace innovation, leverage technology, and create an experience-driven approach to air travel.
For IFSA and APEX members, ter Voert’s insights provide a critical roadmap for the future of inflight service, catering, and passenger experience. As airlines invest in personalization, sustainability, and premium travel, onboard service providers must align with these shifts to stay competitive.
As the only APEX World Class airline in the European Union, KLM Royal Dutch Airlines continues to set a high standard for excellence in passenger experience, sustainability, and innovation. Ter Voert concluded by emphasizing the importance of listening to passengers and anticipating their needs.
“The future of aviation isn’t just about flying—it’s about creating experiences that passengers remember and value,” ter Voert said. “If we focus on what matters to travelers today, we will build an industry that thrives tomorrow.”