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8 – 10 Apr 2025
Hamburg Messe

Taste of Travel Theatre

Travel Catering Inspiration Starts Here

Sponsored by:

Taste of Travel is a free-to-attend Theatre on the show floor, with sessions on global onboard trends of tomorrow and beyond.  

The programme is produced in collaboration with Onboard Hospitality and sessions range from sustainability and technology to special diets, the latest in beverages and boosting ancillary revenue.

Get up to date on important trends, watch demos and discover trends to inspire and elevate your passengers’ experience.

This year’s thought-provoking programme curated by Onboard Hospitality’s former editor, Jo Austin, features inspirational keynote speakers, chef demos and new products trends to inspire and elevate your passengers’ experience. It will also host the award ceremonies carried out by Onboard Hospitality.


Past Speakers:

Programme Themes

Sustainability

Sustainability is at the forefront of the travel catering & onboard services industry mind, with a strong commitment from suppliers and operators alike to reducing cabin waste and embracing innovative solutions. As passenger expectations rise and net zero commitments become pivotal as targets loom, the industry is responding with creativity and agility. 

Find out how forward-thinking approaches and sustainable practices are transforming the onboard experience, paving the way for a greener future in travel.


Changing Passenger Expectations

As passenger expectations continue to evolve, our industry is constantly redefining the onboard experience, focusing on personalised service and innovative dining options. With an increasing demand for pre-ordering services and tailored experiences, airlines are adapting to meet the desires of modern travellers. 

Get exclusive access to the strategies and innovations that are reshaping how passengers interact with inflight services, with key takeaways for operators and suppliers alike.


Beverage Trends

In the ever-evolving world of onboard services, beverages remain among the products operators are most interested in. From functional drinks to catering to low- and no-alcohol markets, airlines are enhancing passenger experiences by offering an array of exciting beverage options. 

But what does the landscape of inflight refreshment look like? Join experts at Taste of Travel as they provide a refreshing twist to conversation.


Technology and Data

In the digital age, technology and data are revolutionising the travel catering & onboard services industry by enhancing customer experiences and boosting operational efficiency. AI and data analytics are crucial in personalising services and optimising decision-making processes.

But will it ever outweigh human connection? Discover how cutting-edge technologies onboard and on the ground will shape the future of travel, provide passengers with tailored experiences, and airlines with smarter, more efficient operations.


Health and Wellbeing

In the quest to enhance the travel experience, health and wellbeing have become pivotal themes in onboard services. Airlines are increasingly attentive to passengers' health and dietary needs, incorporating allergy and nutrition considerations into their offerings. 

Through personalised health-conscious services, the industry is redefining customer care, ensuring that each journey is not only enjoyable but also supportive of passengers' individual wellness goals. Explore how these enhancements are elevating travel standards to align with passenger expectations.


Accessibility and Inclusivity

In the spirit of inclusivity, the travel industry is making significant strides in enhancing accessibility for passengers with disabilities, including those with neurodiverse needs. By prioritising inclusive travel environments, airlines are breaking down barriers and creating journeys that cater to everyone.

Find out how these initiatives are reshaping the travel landscape, fostering a welcoming experience for all passengers, and setting new standards in accessibility and inclusivity.


Family and Kids

In today's dynamic travel environment, creating a family-friendly experience is more important than ever. The travel industry is innovating to meet the unique needs of families and children by offering engaging and entertaining solutions to ensure journeys for all ages. 

Discover how airlines and service providers are crafting experiences that keep young travelers amused, making travel enjoyable and memorable for all.


Supply Chain and Collaboration

In the ever-evolving landscape of onboard services, collaboration between airlines and suppliers is key to excellence. By fostering strong partnerships, the industry is driving innovation and enhancing supply chain efficiency. 

Learn how these collaborative efforts are not only creating seamless and successful onboard experiences, but also paving the way for future advancements in travel services. Join us to explore the strategies shaping a more connected and efficient industry.

Why attendees return year-after-year

"The WTCE Taste of Travel sessions were very engaging, with enthusiastic presentations. The concept of bringing various ideas from the show together was impressive. I particularly enjoyed the chef's demonstration using seaweed, which offers a natural flavour and reduces CO2 levels in food. Kelly's enthusiasm was contagious, and Steve did a fantastic job coordinating everything. It was truly inspiring!"


Key Account Manager
Royal Smilde

"The event provided a comprehensive view of how to elevate our catering standards. The AI session in the Taste of Travel Theatre was particularly enlightening, addressing how to better understand passenger preferences and complaints. The entire experience was incredibly helpful."


Corporate Director
Midroc Investment Group

"We're seeing interesting new flavours for catering, especially with a focus on sustainability and reduced meat options. The food showcased at the Taste of Travel Theatre has great taste and quality. Every year, we encounter exciting novelties here, and we see the commitment to making flying more enjoyable for everyone."


IT Product & Service Management
Airbus

"The event has provided a great platform for the Taste of Travel sessions and ambassador programmes, building event momentum and engagement. I've noticed there's a strong focus on responsible travel and making conscious choices at the show. It has been a busy and sociable experience, which is truly beneficial for our growth."


Managing Director
Plane Talking Products

Join us

Register to attend WTCE and take advantage of the Taste of Travel Theatre sessions.