WTCE survey reveals future of onboard services in Asia
The information in this article is based on a survey conducted by Jeremy Clark and WTCE
With evolving expectations and new innovations on the horizon, the industry has an opportunity to redefine excellence in the sky
To say that things have changed in the short time that has passed since last year’s WTCE would be an understatement. In Southeast Asia and the Far East, it is all going at lightning speed. Asia was slow to pick up momentum during 2022 and 2023 while the U.S. and Europe were almost back to 2019 norms, but in the intervening months, Asia has, as predicted, not only regained momentum but exceeded it. The supplier base that survived has proven not only robust but stronger than ever with caterers and suppliers of all products into the provisioning market showing resilience.
There are some interesting stats to take note of based on survey results produced in collaboration with WTCE. Conducted across two of Southeast Asia’s largest and most dynamic markets—Thailand and Indonesia—with some key questions related to onboard services, the goal of the survey us to provide visibility into passenger expectations as 2025 rolls on. Numbers in terms of revenue and passenger trips are almost back to 2019 levels, but the difference is now twofold.
Survey respondents indicate that customer service and F&B quality are more important consideration compared to IFE, amenities and sustainability during the booking stage
Firstly, the rate of increase is sharply higher than back then, suggesting continued fast-paced growth and secondly, the China market has not yet fully materialized with international travel in and out still at levels a lot lower than in 2019.
The demand for quality food and beverage services, as well as crew service and ground services, is very strong in this region. The results of the survey show this clearly. The two participating countries, Thailand and Indonesia, are ideal candidates for a window into the region. One is a well and long-established tourist market; the other has a huge domestic market.
Thailand fares slightly better than Indonesia in terms of perceived quality of product, but not by much. The important takeaway is that 62 percent of all respondents felt that Asia’s airlines are better than those from outside the region. Thirty-one percent think it is “about the same.” Virtually no one places airlines from outside the region as better.
The great divide
The demand for quality F&B services, as well as crew service and ground services, is very strong in the Asia region
This is where the great divide begins to become apparent. The first divide is here in Asia. It is the gap between demand for quality (from LCCs and legacy carriers) and the reflected ticket prices. As the savvy know, booking in advance with the legacy carriers can lock in an all-in service at a price that comes very close to the LCCs by the time you pay for all the extras.
The survey reveals beyond doubt that travellers of all ages in the region want better food and beverage. Passengers want more choice and better quality. Also, the on-the-ground services are under increasing scrutiny as airports get busier and self-check-in areas become more chaotic.
When asked to rank preferences at the booking stage, 96.5 percent of survey respondents cited “Customer Service” as the most crucial, followed by “Food and Beverage Quality” at 93.4 percent. Then respondents indicated IFE, amenities and then finally sustainability.
This indicates the second divide.
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Qatar Airways, known for its premium service, offers dine-on-demand, an expansive seat layout and a luxurious amenity kit
The experience of flying Business Class can vary significantly depending on the airline, even when booking under the same ticket. Consider a passenger travelling from Kuala Lumpur (KUL) to Helsinki (HEL) on a ticket purchased through Qatar Airways. While the entire journey could have been operated by Qatar Airways, scheduling constraints led to a segment being flown with Finnair instead. Despite the ticket price remaining the same, the contrast in service levels between the two airlines is stark.
Qatar Airways, known for its premium service, offers dine-on-demand, an expansive seat layout and a well-appointed amenity kit. In contrast, Finnair’s approach follows a more minimalist, less-is-more philosophy. The airline does not offer dine-on-demand or an extensive selection of between-meal snacks. Its Business Class amenity kit is notably basic—justified as an environmentally friendly initiative. While Finnair provides a spacious seating area, it lacks the refinement and attention to detail found on other carriers such as Qatar Airways.
This disparity highlights a broader trend, particularly among European airlines, where sustainability efforts are reshaping the premium travel experience. Whether through reduced onboard offerings, carbon surcharges, or the push for passengers to contribute to sustainable aviation fuel programs, less is not more. The question remains: Are these changes genuine steps toward sustainability, or are they simply cost-cutting measures wrapped in eco-conscious branding? Here is Asia, passengers are just not buying it.
For long-haul premium passengers, survey respondents listed the “Sleep Kit” as most important, with 66.5 percent valuing this product. However, right behind is the demand for more food. Almost 60 percent of passengers want the “ability to order F&B outside of service times” on long-haul services.
What does it all mean for Asia?
Asia Correspondent Jeremy Clark says the there is a great divide in Asia between demand for quality from LCCs and legacy carriers and the reflected ticket prices
Over the past 30 to 40 years, the tables have turned 180 degrees. In the 70s and 80s, the U.S. world carriers dominated together with BOAC, Air France, Swissair and the others.
Now? It is a take-it-or-leave-it world in Europe and the U.S. where service ranks below almost every other aspect of the product.
The most important insight that the survey reveals is this: Seven out of 10 respondents said they would avoid a carrier based on previous bad inflight service. And, 15 percent would only rebook with a bad service airline if no other option is available.
This means that 85 percent of passengers will rate and reselect an airline on the basis of the service rather than the price or the route.
So, to summarize, Asia is pampered with the best airlines that the serve the best F&B by the best crew—but still there is room for improvement. As airlines navigate the balance between service, sustainability and cost, one thing remains clear—passengers remember the experience long after the journey ends. With evolving expectations and new innovations on the horizon, the industry has an opportunity to redefine excellence in the sky.
