Does it not feel as though there are too many products and services that add very little to the passenger journey? It is pretty obvious to me that the current model is not necessarily improving passenger happiness. Moreover, it is exhausting our planet.

Luckily, there is a growing awareness among airline passengers and industry leaders that the air travel industry needs to be smart, sustainable and deliver meaningful experiences. Laws and legislation are also changing, and authorities are taking responsibility. Large or small, each initiative counts, and care and respect for the planet becomes an expectation rather than a nice-to-have.

But the bigger question remains: how can airlines and airports become enablers of authentic travel experiences in order to earn passengers’ trust and build loyalty?

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