PEC 2025 signals start of packed event schedule in Hamburg
Last updated: Monday, April 7, 6:00 p.m. Central European Summer Time. Find updates below, with all timings in local time.
The Hamburg Messe on April 7, 2025 ahead of PEC, WTCE and AIX 2025
The sun was shining on the Hamburg Messe in Hamburg, Germany this morning as attendees arrived for the first of several industry events this week.
The Passenger Experience Conference (PEC) started at 8:30 a.m. with coffee and light bites before Archana Dharni, Event Director of PEC and Aircraft Interiors Expo (AIX), took to the stage to welcome delegates to the conference hall.
Jane Hobson, Managing Editor, PAX International and PAX Tech (left) and Robynne Trueman, Business Editor, PAX Tech at the entrance to the PEC on April 7, 2025
"The industry continues to show resilience, growth and progress. We need learning opportunities like today to discuss accessibility opportunities, how we can improve sustainability in the cabin and drive circularity," Dharni said. "I urge you to make the most of your time here, to challenge each other to think bigger and bolder. I hope you have a successful event and a great day ahead."
The PEC schedule includes several sessions discussing topics of accessibility, inclusivity, artificial intelligence, digital transformation, experience driven design and more. Kicking off the day was the opening plenary-keynote presentation "Designing with empathy" by Jo Rowan, Associate Director Strategy and Customer Experience Design, PriestmanGoode, and sponsored by Viasat.
Robynne Trueman, Business Editor, PAX Tech at the entrance to the PEC on April 7, 2025
Archana Dharni, Event Director of PEC and AIX, gives welcome address at PEC 2025
The focus of the keynote discussed the greater expectation placed on brands to be more inclusive due to the society becoming more sensitive to the needs of others. Rowan shared processes and best practice in listening to and working with those who have diverse perspectives and lived experiences; share examples of how design with empathy has unlocked outcomes that respond to different needs in aviation, other modes of transport and at different stages of the journey.
"We really need to ensure that processes are about enabling empathy and that they are the new benchmark," Rowan explained.
Rowan highlighted the collaboration with Priestman Goode, Panasonic Avionics Corporation and Collins Aerospace on MAYA, next-generation Business Class suite, as a case study on highly personalized comfort that addresses diverse perspectives.
Summarizing the top three recommendations for designing with empathy, Rowan cited Understanding the needs and including diverse perspectives throughout the design process, Unlocking the various pain points and Inspiring others to make a difference as the key takeaways.
Jo Rowan, Associate Director Strategy and Customer Experience Design, PriestmanGoode
Next, Seth Miller, Founder and Editor-in-Chief, PaxExAero, took to the stage, inviting Rowan; John Morris, Founder, WheelchairTravel.org; Shawn Raybell, Director of Business Development, Collins Aerospace and Axel Becker, Manager, Trend Research, Cabin and Cargo eXpert Future Cabin Performance & Design, Airbus to the stage for a discussion on "Sharing ideas on including all the passengers, all of the time."
During the panel, John Morris of WheelChairtTravel.org highlighted a lack of focus on maintaining the independence of disabled people during air travel, noting a regression in the quality of travel experience for wheelchair users in recent years that is a juxtaposition to the technological advancements in the passenger experience.
Speakers on stage for the discussion "Sharing ideas on including all the passengers, all of the time"
After this discussion, the PEC format then transitioned into breakout sessions, including one that explored the current understanding of the value of AI to the passenger experience to provide to provide a hype-free analysis of current AI deliverables. The panel was moderated by Vimal Rai, Co-Founder Managing Partner, Commercial Excellence Partners, wit speakers including Ron Verweij, UX and Innovation Strategy Consultant, Solution Lab; Jan-Hendrik Lendholt, Chief Technology Officer, Retail inMotion; Joe Harvey, Business Development Manager, Travel, Deli Lites Ireland and Benny Retnamony, Founder and Chief Executive Officer, Quvia.
At the same time one room over, the session "Experience driven design for the inflight segment" focused on how the industry can affect inflight time to turn it into something valuable and anticipated. Speaker Neil Baptista, Managing Director, Icon Ventures, explored experience driven design perspectives, including the use of context and personalization, as well as translating some approaches from outside the airline industry. Both Johannes Lampela, Director of Design, LA Studio, Designworks, A BMW Group Company and Nathan Portlock, Associate Director, Strategy and Partnerships, Designworks, A BMW Group Company moderated this session.
Other sessions for the morning included "How rail-aviation cross-pollination can elevate passenger experiences," "Insights from the travel ecosystem," "Making the connections – insights into rail-aviation partnerships and customer journeys" and "Roundtable discussion: A vision of 2030 inflight experience."
After lunch, the breakout sessions continued with "Building the foundations for digital experience strategies in the 2030s," a conversation that examined how airlines can future-proof digital experience strategies by embracing innovation and shifting corporate mindsets to welcome, rather than resist, technological change. The discussions highlighted the importance of optimizing bandwidth management to ensure seamless connectivity for both passengers and crew, while also driving operational efficiency and value for airlines. Panelists emphasized the growing opportunities to enhance the onboard experience through digital innovation, unlocking new avenues for ancillary revenue. Insights were also drawn from other sectors within the travel industry that are already leading the way in adopting forward-thinking strategies and technologies.
Panelists on stage for the "The appliance of science for a sustainable future: Insperial's mission to revolutionise the mass transportation industry" session
Also in the afternoon, Matthew Nicholls, Vice President of Marketing, Perrone Performance Leather & Textiles, moderated the session "The appliance of science for a sustainable future: Insperial's mission to revolutionise the mass transportation industry." Panelists included Bill Perrone, Founder, Perrone Performance Leather & Textiles; Dr. Stephen Van Hall, Materials Engineer, Perrone Performance Leather & Textiles; Dr. Willy Agut, Head of Research and Development, Insperial; Marc Westcott, Regional Sales Manager, Insperial and Candice Wong, Commercial Team Leader, Asia Pacific, Insperial.
This session spotlighted Insperial Group’s transformative journey to rebuild its organization with sustainability at its core, bringing together global expertise and innovation from its key brands, including leather specialist Perrone and adhesive films company Adhetect. Led by Matthew Nicholls, VP of Marketing at Perrone, the discussion explored how a collaborative, cross-cultural approach has shaped a next-generation company dedicated to revolutionizing the transportation industry. Panelists shared insights into how strategic R&D investments are being used to develop sustainable, customized solutions tailored to the evolving needs of global markets, while also addressing the operational complexities of uniting teams and aligning goals across diverse cultures, norms, and time zones.
"The urban transit e-VTOL putting passengers first" session
Furqan, Chief Executive Officer, Sora Aviation and Ben Orson, Chief Executive Officer, Orson Associates gave a presentation on the latest in e-VTOL and the advantages of a clean-sheet passenger-centric approach.
The breakout sessions also covered "From means to meaning: How new modes of travel enhance the passenger experience," which discussed how the journey is just as important as the destination, and "Innovating and engineering new electric experiences," examining electric seating and cabin interior innovations. Then later in the afternoon, "Circularity in the cabin—Progress report" brought experts together to discuss meaningful sustainability solutions.
Panelists on stage for the "Accessible, inclusive and equitable—action to improve air travel for all"
Building on the morning session moderated by Miller, delegates reconvened for "Accessible, inclusive and equitable—action to improve air travel for all." This session covered how the aviation industry can embed universal design principles into every stage of the passenger journey, using insights from travellers with lived experience and broader stakeholder groups to create better air travel for all.
Three final sessions rounded out the PEC: "Closing the Loop: Leveraging passenger feedback to drive ancillary revenue across the travel ecosystem;" "Shaping the future of VIP travel: Experience, design and technology," and "Trends and experience transfer: Inspiration for mainstream air experiences," which examined how innovations in VIP and business jet interiors can influence and elevate the passenger experience in commercial air travel.
Michael Raasch, Chief Executive Officer, Omnevo, during his presentation as part of the "Closing the Loop: Leveraging passenger feedback to drive ancillary revenue across the travel ecosystem" discussion
Today’s PEC was a dynamic and insightful event, featuring engaging discussions on the latest trends, innovations and challenges shaping the future of air travel and making it more accessible for all, with a strong focus on enhancing passenger experience through technology, design and sustainability.
Festivities continue tonight, with the Welcome Party hosted by PEC, WTCE and AIX event organizers, located in Hall A1 of the Hamburg Messe.
PAX International and Tech are proud to be official media partners for PEC, WTCE and AIX 2025. Follow along for news coverage, announcements and interviews.
