How to compete - and win big – at the travel catering Olympics
For DELILITES, an award-winning food-on-the-move and bakery manufacturer, breaking into the travel catering sector required a long-haul strategy. The foundation of this effort was laid at the World Travel Catering & Onboard Services Expo (WTCE), where the company secured the highly sought-after buy-on-board programme for Aer Lingus and continues to generate new airline listings each year.
We spoke with Joe Harvey, Business Development Manager, Travel at DELILITES, who has over 14 years of experience with attending and exhibiting at WTCE, to understand how DELILITES has used the show to move from brand awareness to major contracts.
Harvey asserts that for any company serious about breaking into the airline and airport catering industry, you "have to be at WTCE in Hamburg". It offers the best opportunity to meet buyers from every airline, develop the brand, and showcase new products. The show’s timing in April, perfectly aligns with buyers' winter and summer/spring range buying cycles - making it an unmissable strategic platform that Harvey describes WTCE as the "Olympics and World Cup" of the industry.
The long-term vision
DELILITES’ success story is a testament to consistency and patience. While the company has secured high-profile wins like the entire buy-on-board program for Aer Lingus and listings with Discover Air, Harvey is quick to manage expectations for newcomers. "It's a three-to-four-year process – but one that is well worth it."
The show's primary value for DELILITES lies in pipeline management and planting the seeds for future business. The team reports adding up to 20-25 potential airline leads to their pipeline each year, recognising that many of those contacts will only yield contracts a year or more down the line. A strong, consistent presence matters enormously. As Harvey points out, buyers expect to see established suppliers in their usual location. "If you leave, you lose your spot," he notes.
For example, Harvey shared: “One major airline we're working on, we've had to go through four months of food safety kind of appraisals. We've now been nominated as a supplier for them, so now we start to take it to the next level. This shows just how patient you have to be when serving the airline market.”
The company uses a blended approach to maximise its time in Hamburg. The team on the ground relies on the WTCE Connect tool to pre-book essential meetings with existing and prospective clients, often scheduling their diaries earlier each year. However, a significant portion of their engagement comes from high-quality walk-up traffic generated by its large stand and interactive tasting area.
To manage these leads efficiently, the team uses WTCE Lead Manager to scan badges, which not only tracks contacts but also aligns with its B-Corp commitment to sustainability by eliminating the need for business cards.
The Aer Lingus success story
DELILITES' most significant partnership, the Aer Lingus buy-on-board programme, was initiated directly at the show. The first presentation to the airline was done at WTCE, providing the crucial face-to-face opportunity to build the relationship.
Even after that initial meeting, the process required extensive groundwork: "We had to go through four months of food safety kind of appraisals," notes Harvey. This experience highlights that WTCE is the necessary launchpad that grants entry to the supplier pipeline. The company also secured listings with Discover Air and had a sweet treat – its salted caramel brownie – listed a year after first showing it at WTCE.
Relationships over transactions
Harvey is adamant that success in the airline catering industry is built on relationships, not hard sales. He encourages exhibitors to attend as many of WTCE's peripheral events as possible – from the networking receptions, industry dinners and evening gatherings where genuine connections form. Getting to know the people and the airline buyers in relaxed settings is invaluable.
However, he offers one critical caveat: “Don't try to sell at social events”. These occasions are for building rapport and showing you're someone worth doing business with, not for pitching products. The contracts will follow naturally from those relationships, but only if you respect the boundaries.
Looking to exhibit at WTCE for the first time?
For first-time exhibitors, Harvey's advice centres on effective preparation and brand positioning. First, he stresses the need to prioritise brand awareness over immediate sales. Your first year at WTCE should be about laying down a marker – "Here we are, we've arrived, this is us." This initial exposure builds intrigue and ensures buyers recognise the company in subsequent years.
Second, booth design should focus on the product, not just the company name. Back during its first WTCE exhibition, DELILITES used a huge banner of its toasted ham and cheese sandwich – the hero product – to attract attention and immediately convey what they offer. This helps attendees quickly categorise your business. As Harvey puts it, you want them thinking: "Ah, so you're a sandwich company!"
He continues: "If you just see a big banner with your name on it, then they might come over to you because they don't understand what you are actually selling. But if you have a big, huge picture of your hero product, that's how you'll catch their attention."
Finally, Harvey emphasises doing your homework. WTCE is highly valuable because you meet decision-makers face-to-face, avoiding the guesswork of online networking. Attendees should arrive armed with knowledge about their target airlines. "Know the industry, know the airlines, know exactly what they do, where they fly to, what type of passengers they have on board...do your research." he advises. This preparation ensures conversations are relevant and productive.
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