OFFICERS:
President: Dominic Green (United Airlines)
Vice President: Mustafa Mucahitoglu (Turkish Airlines)
Treasurer: Zina Neophytou (BBC Studios)
DIRECTORS:
Xia Cai (Qatar Airways)
Ed Gillette (Boeing)
David Kondo (Austrian Airlines)
Jonas von Kruechten (Siden)
PRESIDENT CANDIDATE – Dominic Green
Dominic Green
United Airlines
Director – Inflight Entertainment
VICE PRESIDENT CANDIDATE – Mustafa Mucahitoglu
Mustafa Mucahitoglu
Turkish Airlines
Vice President, Customer Experience
TREASURER CANDIDATE – Zina Neophytou
Zina Neophytou
BBC Studios
SVP – Out of Home & BBC News Commercial Development, Global Markets
DIRECTOR CANDIDATE – Xia Cai
Xia Cai
Qatar Airways
Senior Vice President of Product Development and Design
Reason for running for the Board of Directors:
Dear APEX Members,
For nearly a decade, I have had the honor of being deeply involved with the APEX organization, a journey that began in 2016 when I first met APEX CEO Dr. Joe Leader. From that moment, I felt a profound connection to APEX’s mission and the incredible community that drives our industry forward. My experiences over the years have only strengthened my commitment to this organization, and it is with great enthusiasm that I announce my candidacy for the APEX Board of Directors.
In my current role at Qatar Airways, where I report directly to our GCEO Badar al Meer, I have had the privilege of contributing to the strategic direction of one of the world’s leading airlines. Since rejoining Qatar Airways in 2023, I have actively participated in APEX events as a speaker and leader, sharing my insights and helping to shape the conversations that matter most to our industry.
My dedication to APEX is unwavering. I am committed to reinvigorating our key initiatives, starting with APEX Global EXPO. I believe this event should remain the premier gathering for aviation professionals, a place where innovation thrives, and where we come together to shape the future of our industry. Additionally, I am passionate about the growth of APEX TECH. By expanding its scope, I aim to ensure it continues to provide cutting-edge insights into the technological advancements that are transforming aviation.
One of my primary focuses has been the expansion of the APEX Content Market. I recognize the importance of offering airlines a diverse range of choices to enhance the passenger experience. By working closely with industry stakeholders, I have been striving to create a market that is not only comprehensive but also dynamic, catering to the evolving needs of our passengers and partners.
As a keynote speaker at APEX TECH, I have taken every opportunity to facilitate dialogue and collaboration across our industry. I have seen firsthand the power of coming together, of mending fences, and of working collectively towards common goals. These experiences have reinforced my belief in the importance of unity within our industry, particularly during challenging times.
I am running for the APEX Board of Directors because I am deeply committed to the future of our organization. I believe in the potential of APEX to continue leading the way in our industry, and I am eager to contribute my experience, vision, and dedication to making this a reality. My nearly decade-long involvement with APEX, combined with my leadership role at Qatar Airways, has given me a unique perspective that I am eager to bring to the Board.
By supporting my candidacy, you are not just voting for a leader who is passionate about our industry; you are voting for someone who is committed to the success of APEX and its members. I believe in the power of collaboration, the importance of innovation, and the need for inclusivity as we move forward. Together, we can achieve great things, and I am excited about the opportunity to work with you all to continue advancing our shared goals.
In conclusion, I humbly ask for your support in my candidacy for the APEX Board of Directors. I am confident that with your vote, we can continue to elevate APEX, foster innovation, and drive our industry forward. Thank you for your consideration and for being a part of this incredible journey with me.
Sincerely,
Xia Cai
Airline passenger experience industry experience:
My Journey in Shaping the Future of Airline Passenger Experience
I have dedicated over two decades to transforming the airline passenger experience, leading innovative projects that set new industry standards. My career was defined by a relentless pursuit of excellence, from spearheading cutting-edge product development at Qatar Airways to co-founding a hospitality academy that shaped the next generation of industry leaders. As Senior Vice President of Product Development and Design at Qatar Airways, I oversaw the entire end-to-end customer journey, ensuring that every detail of our passenger experience was nothing short of world-class. Here’s a closer look at my journey and the impact I made:
Senior Vice President of Product Development and Design at Qatar Airways (October 2023 – Present):
• I led the division responsible for all aspects of the customer journey, both soft and hard products.
• My focus was on driving innovation and maintaining Qatar Airways’ reputation as a global leader in passenger experience.
Co-Founder of Muscat Hospitality Academy (August 2021 – July 2023):
• I co-founded the academy with the vision of advancing hospitality education in Oman.
• The academy became a cornerstone for developing future leaders in the hospitality industry.
Advisor on Guest Experience for Riyadh Air (August 2021 – June 2023):
• I was honored to be part of the early startup team, advising on guest experience strategies that helped establish Riyadh Air as one of the most promising new brands in the Kingdom.
Senior Vice President of Guest Experience and Branding at Oman Air (June 2016 – April 2020):
• I led the comprehensive brand revamp, introduced new cabin crew uniforms, and developed the flagship lounges at Muscat International Airport.
• My leadership extended to overseeing 2,500 frontline cabin crew and driving the transformation of inflight services and product development.
Vice President of Product Development at Qatar Airways (March 2010 – September 2014):
• Reporting directly to the Group CEO, I was responsible for evolving the Qatar Airways brand across multiple fleet programs, including the A350 Q-suite and A340-600.
• I led major initiatives like the Culinary Ambassadors in the Sky program, which featured world-renowned chefs and significantly enhanced our inflight dining experience.
Design Consultant to the Group CEO at Qatar Airways (March 2007 – March 2010):
• I provided strategic direction on design and brand initiatives, contributing to Qatar Airways’ global recognition for excellence.
Design Director at Performa Global Limited (January 2001 – March 2006):
• As the Design Director, I focused on creating unique brand, product, and service environments for major airlines worldwide, including Qatar Airways, ANA, and China Airlines.
Conclusion
My career was a journey of relentless innovation and a commitment to excellence in the airline industry. I always believed that the passenger experience is at the heart of any airline’s success, and I made it my mission to elevate this experience at every opportunity. From leading groundbreaking product developments to mentoring the next generation of hospitality professionals, I consistently pushed the boundaries of what was possible in our industry.
I remain deeply passionate about continuing this journey, and I look forward to further contributing to the evolution of airline passenger experience. My dedication to this field is unwavering, and I am excited about the possibilities that lie ahead as we continue to innovate and set new standards for the industry.
Leadership experience:
I have extensive leadership experience, including my current role as Senior Vice President of Product Development and Design at Qatar Airways, where I oversee the entire customer journey. Previously, I served as Senior Vice President of Guest Experience and Branding at Oman Air, leading a significant brand transformation. Additionally, I co-founded the Muscat Hospitality Academy, shaping the next generation of industry leaders, and advised on guest experience for Riyadh Air. My leadership has consistently driven innovation and excellence in the airline industry.
Current or previous experience on APEX committees and/or APEX Board:
I have nearly a decade of experience with APEX, first engaging with the organization in 2016 when I met APEX CEO Dr. Joe Leader. Since rejoining Qatar Airways in 2023 as Senior Vice President of Product Development and Design, I have actively contributed as a consistent speaker and leader at APEX events. My roles have included driving the reinvigoration of APEX Global EXPO, expanding APEX TECH, and enhancing the APEX Content Market by providing direct input to APEX’s CEO on behalf of our industry. My long-standing commitment to APEX and its mission positions me as a strong candidate with a deep understanding of the organization’s goals and values.
DIRECTOR CANDIDATE – Ed Gillette
Ed Gillette
Boeing
Director and Chief Engineer – Seat Integration Team
Reason for running for the Board of Directors:
Dear APEX Members,
I am running for the APEX Board of Directors with a clear focus on how we can shape and enhance the passenger experience over the next five years. My role at Boeing, particularly as the Chief Engineer for the Seat Integration Team, allows me to directly influence the systems and configurations that passengers will interact with every time they fly. By joining the APEX Board, I plan to leverage this perspective to advance APEX’s mission, ensuring that we continue to innovate in ways that make air travel more comfortable, efficient, and enjoyable. My work will align closely with the initiatives of APEX’s Future Travel Experience division and its sister organization, IFSA, both of which are crucial to delivering a holistic passenger experience.
Over the past two decades at Boeing, my journey has been deeply rooted in engineering and program management, beginning with the technical development of seating and interior systems for the 747, 767, and 777 aircraft. Recently, I have been entrusted with leading our Seat Integration Team, a role that involves overseeing the integration, certification, and installation of passenger seats into our commercial aircraft. This responsibility is not just about meeting current needs but about anticipating and driving the changes that will define the passenger experience in the near future.
My commitment to advancing the passenger experience at Boeing is strongly supported by my leadership, particularly by Dr. Lesley Ann Low, the Director of the 777X Interiors Integrated Product Team. Dr. Low’s expansive role at Boeing and her deep involvement in the integration of aircraft interiors have been instrumental in shaping our approach to cabin innovation. Her endorsement of my candidacy for the APEX Board of Directors reflects the confidence and support of Boeing’s top leadership in our shared vision for the future of air travel.
A significant part of my vision includes relocating the APEX Global EXPO to Seattle in 2027. This initiative will serve as a catalyst for innovation, bringing together 3,000 attendees and over 100 airlines in a setting that is central to the future of aviation. With focused efforts, we can expand the event to set new benchmarks for the industry and position APEX as the leading force in shaping the future of air travel.
Most sincerely,
Ed Gillette
Airline passenger experience industry experience:
My career at Boeing has been focused on the nuts and bolts of what makes the passenger experience truly exceptional. From the integration of seating systems to the development of advanced cabin features, my work is deeply embedded in the technical aspects that passengers may not see but certainly feel. As Chief Engineer of the Seat Integration Team, I am responsible for ensuring that every seat in our aircraft meets the highest standards of comfort, safety, and efficiency.
Over the years, I’ve led numerous initiatives that directly impact the passenger experience. For instance, my work on optimizing seat configurations through the plug-and-play power system on the 787 has provided airlines with the flexibility they need to adapt to changing passenger demands, all while enhancing the overall travel experience. Additionally, my leadership in developing customer-specific seat configurations has been crucial in delivering tailored solutions that meet the diverse needs of airlines around the world.
Dr. Lesley Ann Low, who oversees the 777X Interiors Integrated Product Team, has been a guiding force in our efforts to push the boundaries of cabin design and integration. Her leadership and support have enabled our team to implement innovative solutions that align with Boeing’s broader mission of enhancing the passenger experience.
As I continue to lead Boeing’s efforts in cabin and seat innovation, my focus will remain on practical, actionable improvements that directly benefit passengers. My goal is to ensure that every aspect of our cabin design contributes to a seamless, enjoyable journey.
In my role at Boeing, leadership means being at the forefront of technical innovation while also guiding a team of highly skilled engineers and professionals. Over the years, I’ve built and led cross-functional teams that have successfully integrated complex systems into our aircraft, always with an eye toward improving efficiency and enhancing the passenger experience. My approach to leadership is hands-on and grounded in real-world application, ensuring that our innovations are not just theoretical but implemented effectively.
My experience spans a wide range of projects and challenges, from developing new seat certification strategies to managing multimillion-dollar interior modification programs. In each of these roles, I’ve focused on increasing efficiency, reducing errors, and delivering high-quality results that meet both customer and regulatory requirements. My commitment to mentoring and developing talent within my teams ensures that our efforts are sustainable and continuously improving.
My leadership style and approach are strongly supported by Dr. Lesley Ann Low, who has consistently provided the strategic vision needed to ensure that our team’s efforts align with Boeing’s long-term goals. Her role as Director of the 777X Interiors Integrated Product Team is pivotal to our success, and her support of my candidacy for the APEX Board of Directors underscores the importance of collaboration across all levels of our organization.
Current or previous experience on APEX committees and/or APEX Board experience:
I have been a steadfast supporter of APEX for many years, deeply invested in its mission to elevate the airline passenger experience. My connection to APEX has been solidified through my work at Boeing, where I have been closely aligned with the organization’s goals through the efforts of my colleague, Kevin Bremer, who served on the APEX Board of Directors for nearly a decade. Kevin’s leadership in expanding educational programs and increasing airline participation at APEX events has significantly advanced the organization’s impact, and I am committed to carrying forward his legacy within APEX.
In my role as Chief Engineer for the Seat Integration Team, I have had the privilege of leading projects that directly contribute to the passenger experience—one of APEX’s core focuses. Whether through developing more adaptable and comfortable seating configurations or enhancing the efficiency of cabin systems, my work has always been geared toward aligning with APEX’s mission. These experiences have uniquely positioned me to contribute meaningfully to APEX’s objectives, ensuring that Boeing’s innovations resonate with the evolving needs of our airline partners.
Furthermore, I am proud to have the full backing of Boeing’s leadership, including the strong support of Jeff Roberts, a distinguished figure in our industry. Jeff has been instrumental in advancing Boeing’s product development efforts, particularly in cabin innovations that have redefined the possibilities within aircraft interiors. His work as Director of Boeing’s Product Development Systems has driven key advancements that align closely with APEX’s mission to improve the passenger experience. Jeff’s endorsement of my candidacy for the APEX Board of Directors is a testament to our shared commitment to this mission.
Jeff’s leadership has been a guiding force in my own career, providing me with invaluable insights into how we can continue to innovate and enhance the passenger experience on a global scale. His influence, coupled with the strategic vision of Dr. Lesley Ann Low, Director of the 777X Interiors Integrated Product Team, reinforces the strong foundation from which I aim to contribute to APEX.
As I step into the role of an APEX Board member, I am determined to build upon the robust foundation laid by Kevin Bremer and to bring a fresh perspective focused on the future of air travel. I look forward to collaborating with industry leaders such as Airbus Vice President of Marketing Ingo Wuggetzer, who shares a deep commitment to advancing passenger experience. Together, we will drive APEX’s strategic initiatives forward, ensuring that the next five years are marked by significant advancements in our industry.
My vision is to ensure that every innovation we pursue at Boeing is not only technically groundbreaking but also directly enhances the passenger experience in a way that is tangible and impactful. With the collective expertise and support of Boeing’s leadership, I am confident that we can achieve these goals and continue to solidify APEX’s role as the leading force in shaping the future of air travel.
DIRECTOR CANDIDATE – David Kondo
David Kondo
Austrian Airlines
Senior Director, Brand Experience
Reason for running for the Board of Directors:
I believe as an industry we face many challenges at the moment and APEX is such an immense platform to help tackle these issues together. To that end, I would be honoured to continue to serve on the Board of Directors, represent our members and help drive and shape the future of our industry.
Having built more than a decade of experience in airline customer experience development with some of the world’s leading airlines, holding an immense passion for the passenger experience, and having launched some highly innovative products to market, I am well placed to continue to contribute back and serve on the APEX Board to better our industry.
With leadership roles across multiple customer facing aspects of airline product development including cabin interiors, service, food and beverage, soft product, airports and lounges with multiple airlines and multiple world markets I’ve built a strong understanding of what makes a great experience. I’ve also had the fortune of working with many great supplier partners in our industry, many of whom are also APEX members.
If re-elected, I look forward to working with our members and in a collaborative manner to help address the big topics in our industry and grow back even stronger after these past turbulent years.
Airline passenger experience industry experience:
Global experience driving step change in NPS, customer experience, and brand with some of the world’s leading airlines including Finnair, Qatar Airways, Jetstar (Qantas group), Virgin Australia, and currently Austrian Airlines.
Highlights include:
• The end-to-end development of Finnair’s new long-haul cabin experience featuring the AirLounge Business Class and newly introduced Premium Economy
• Leading the early design development of the award-winning Qatar Airways Qsuite Business class
• Redevelopment of Finnair’s flagship non-Schengen international lounges to redefine service concepts, grow floorspace by 50% and introduce an all-new look and feel for Finnair
• Being part of the core team to deliver the inflight service design and menu development for Qatar Airways for the launch of A380 and A350 services, to which the hallmarks of this service remain onboard to this day
• Rebranding and turning Jetsar Asia’s onboard retail program from loss to profit
Leadership experience:
In addition to serving on the APEX Board of Directors and as EXPO Committee Chair, I have served in leadership roles within the airlines I have worked and I have also previously served on the Steering Committee of the Aircraft Interiors Expo (AIX).
Working in product development throughout my career, I have lead teams cross functionally considering numerous stakeholder groups within the airline and externally with suppliers. This has also often involved strong interaction with the executive boards and representation in various steering groups.
Current or previous experience on APEX committees and/or APEX Board experience:
APEX Board Member 2022-2024
APEX EXPO Committee Chair 2023-2024
DIRECTOR CANDIDATE – Jonas von Kruechten
Jonas von Kruechten
Siden
Senior Advisor, Aviation
Reason for running for the Board of Directors:
Two years ago, I was elected to the APEX Board of Directors with the motivation to bring fresh leadership, drive and inspiration to the aviation industry, and APEX as an association. Based on the feedback I received from so many of you during events and calls, I believe I have done exactly that during my term so far. Our industry is evolving at an ever-quicker pace, considering the impact that, e.g., inflight connectivity, increased digitalization and AI will have on passenger experience. So, it is vital for all of us to keep innovating and embrace collaboration.
As an APEX Director, I have the honor of chairing the Technology Committee, APEX’s most active committee. I have been thoroughly enjoying the work with the community which has been growing significantly in the past two years. It is so important to me that the APEX TECH community and events are a true nourishing ground for exchange and collaboration across industry verticals – jointly striving to develop and bring the best overall services and products to passengers.
To ensure this, the community needs to become more diverse, embracing new technologies and market entrants, whilst leveraging the collective industry expertise that APEX with its members and industry relationships has been known for. Deploying new technology onto aircraft is incredibly difficult – for all the right reasons. However, we must continuously ask ourselves whether we sometimes too easily let go of our innovation ambitions. Therefore, it has always been important to me to ensure that the many smaller and mid-size businesses are properly represented within APEX, on panels, and in conversations with airlines about how to elevate passenger experience. Having built and represented AERQ, and now joining Siden, underlines those motivations.
It has been a great honor serving on the APEX Board and chairing the Technology Committee for the past 2 years. I would be very excited to be able to continue this journey, further helping the industry advance and building on the momentum we have developed during my term. I would be grateful to receive your vote to remain on the Board.
Airline passenger experience industry experience:
I have been working in the passenger experience domain for the past 10+ years. My work mainly focused on the future of IFEC and digital onboard experience, both in commercial aviation as well as for business jets.
My current role as Senior Advisor, Aviation with Siden (www.siden.io) allows me to work with a team of seasoned entrepreneurs, leveraging proven technology for the next evolution of media content curation, delivery to aircraft, and streaming OTT on board.
During my time with AERQ (www.aerq.com) I was deeply involved in designing and developing their digital experience platform, aimed to bring a new level of engagement and entertainment to passengers.
I gained valuable experience in general aviation, having worked within Lufthansa Technik’s business unit which is leading the IFE/CMS market for business jets (www.lufthansa-technik.com).
Throughout my career I have worked with many amazing small businesses and startups who make a big contribution in developing the next generation of digital aircraft cabin solutions. Those interactions clearly showed me the power of partnering and knowledge sharing. To further improve passenger experience, our industry would benefit from lowering the barriers to entry for such businesses through more collaboration, mentorship and investment.
The importance of technology as a catalyst for passenger experience is obvious. But even more so, our industry requires rigorous customer orientation and visionary leadership. Without a doubt, technology-only discussions, e.g., in the APEX TECH context, are vital. To increase adoption of new technologies, however, we must begin more discussions from a passenger perspective and define respective use cases. Then we should discuss commercial viability and technological feasibility. It is essential to have the right round of stakeholders involved for this to work. I intend to have more of those conversations within APEX (TECH) as well.
Leadership experience:
Next to my Board Director mandate with APEX, I am honored to be a part of the Board of Advisors at Siden (www.siden.io) and ABOVE (www.above.aero), who offer a cloud-based, seamless and holistic video processing solution.
As part of my advisory and strategy consulting business at dgtlsky (www.dgtlsky.com), I advise airlines and startups in the development and adoption of the latest technologies and business models.
I have led cross-functional teams at Lufthansa Technik (www.lufthansa-technik.com) in international business development, strategy and M&A projects. One of these resulted in the incorporation of AERQ (www.aerq.com), whom I joined on day one, building a team of 200+ within 4 years. As Director of Strategy and Business Development I had a vital role in leading the business to market entry.
I have been mentoring startups and holding lectures as part of my voluntary engagement with Starburst Aerospace (www.starburst.aero).
My biggest leadership role and source of inspiration is being an involved father of 4 kids.
Current or previous experience on APEX committees and/or APEX Board experience:
I have served on the APEX Board for the past two years taking a very active role in advancing the association and our industry overall. I have also had the honor of chairing the Technology Committee during that time.
The work with the APEX TECH community, which has been growing significantly in the past two years, has been thoroughly enjoyable and inspirational. I would love to continue building on the momentum we set off there together, fostering collaboration and exchange across industry verticals.
The last two APEX TECH conferences and workshops have been the most successful in many years according to participants’ feedback, and considering diversity of stakeholders attending, number of airlines present and number of attendees overall.
We have initiated working groups on the subjects of metadata – with the objective of codifying content identifiers including EIDR, Ad-ID and LMT – and an accessible user interface (UI) for the blind and are planning for more in the months to come.
I have actively been sharing my industry knowledge with the aviation ecosystem, moderating and speaking on many APEX panels for the past 5+ years.