Immersive Skies: APEX FTE EMEA Panel Explores the Potential of Mixed Reality Onboard
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Yesterday, during a panel discussion at APEX FTE EMEA focused on in-flight innovation, thought leaders from Meta and its partner MSM.digital, Emirates and TUI examined how immersive technology, especially mixed reality, could redefine in-flight entertainment (IFE). Anchored around an introduction to Meta’s in-flight experience program, the session emphasized a future where the passenger experience transcends screens to deliver seamless engagement, personalized content, and even onboard productivity.
Meta Reality Labs Sales Manager Kasia Holthouse ignited the panel with a sweeping vision of spatial computing’s place in aviation, before MSM.digital Deputy Managing Director AR/VR Labs Camillo Stark followed with a demonstration of immersive content experiences already reshaping how passengers relax, work, and play at altitude. Their presentations prompted sharp engagement from industry leaders including Emirates Head of Digital Platforms Sebastian Blumenthal and TUI Head of Customer Experience Dagmar Fischer.
While much of the conversation focused on future potential, panelists consistently returned to the fact that the technology exists today, and adoption depends not only on innovation but on scaling smartly and solving logistical concerns.
A New Layer in the Sky: Meta’s Immersive Vision
Holthouse opened her presentation by describing how we are on the edge of the transition to “spatial computing.” She defined Meta’s spatial computing platform, which combines the metaverse, AI and AI glasses, as “one that you perceive, not only with your eyes and your ears, but with everything that surrounds you, and one that’s accessible and stylish with a comfortable form-factor.”
She shared how this bold new frontier is already being trailed by the industry, highlighting a pilot program run by Lufthansa that sees Meta’s Quest 3 headsets used for IFE as part of the carrier’s Allegris business-class offering.
Meta’s immersive in-flight initiative is not about replacing traditional IFE, but about adding a new dimension. With its Quest 3 headsets and a growing content library, Holthouse argued passengers can now watch films on private virtual cinema screens, play spatial games, or take a virtual tour of their destination before landing.
“Passengers want more than just movies on screens,” she emphasized. “They want clever entertainment, they want high-quality experiences, and they want something that resonates with their digital lives.”
Excitingly, she shared that Meta is currently in the process of onboarding five launch airline partners to embrace the opportunities offered by the company’s mixed reality offering as part of its “Meta Immersive In-Flight Experience Program,” and encouraged delegates to get in touch if interested in participating.
Making Mixed Reality Work In-Flight: Logistics and Long-Term Value
The panel did not shy away from practical hurdles. MSM.digital’s Stark acknowledged the steep challenge of initial implementation, particularly distributing and managing headsets.
“We’re in phase one,” he explained. “Airlines need to handle logistics. But there are ways. And this phase is necessary because phase two is coming, which is when passengers bring their own headsets.” For that to succeed, he said airlines must ensure their content ecosystem remains relevant.
Stark’s message was clear: without branded, meaningful content, airlines risk losing their role in the passenger’s digital experience. “If you don’t build services now,” he warned, “passengers may simply log into something else and your touchpoint disappears.”
Stark outlined a two-stage strategy. In the short term, he said airlines need to distribute headsets onboard and create bespoke content designed for the airline seat environment. In the long-term, as headset ownership rises, he said airlines should shift to delivering value through exclusive content and tailored experiences.
“Passengers want more than just movies on screens. They want clever entertainment, they want high-quality experiences, and they want something that resonates with their digital lives.”
– Kasia Holthouse, Meta Reality Labs
From IFE to IFX: Delivering an Immersive Content Experience
Stark then reframed the discussion around not just hardware, but what passengers will actually experience. His company, partnered with Meta, builds content that harnesses Quest’s mixed reality capabilities, from wellness modules to interactive marketing.
“We’re not replacing screens,” Stark clarified. “We’re adding a new layer. Just like your car might still have a radio, but now it also has a smart display.”
Stark walked attendees through the potential onboard journey. After takeoff, a headset is handed to the passenger, requiring no wires or instructions. Upon activation, users receive a quick orientation and then encounter a branded digital interface offering entertainment, wellness, and productivity options, all accessible via intuitive hand gestures.
He emphasized that content, not technology, would make or break adoption. “Hardware and software might be king,” he said, “but content is King Kong.”
Stark’s presentation showcased use cases like immersive concerts and movies and AR product demos. He underscored that these experiences also introduce monetization opportunities, enabling airlines to build branded environments or partner with sponsors for unique promotions.
Scaling Smart: Emirates’ Approach to Implementation
Emirates’ Sebastian Blumenthal praised the innovation but grounded the conversation in the airline’s priorities: scaling effectively and maintaining quality. “Don’t forget the basics,” he cautioned. “This all needs robust connectivity underneath, even when some of it runs offline.”
He highlighted Emirates’ dual focus: improving foundational connectivity while also integrating immersive tools into training and premium-class enhancements. Emirates recruits approximately 120 cabin crew members weekly, an operational reality where VR training already creates efficiencies. The next step involves enriching Emirates’ extensive business-class product suite using mixed reality.
For Blumenthal, success hinges on matching innovation with infrastructure. “We’re investing heavily to make connectivity stable across the fleet,” he said. “That’s the table stakes. Once we have that, the immersive layer becomes not only possible but powerful.”
TUI’s Take: From Seatback to Destination
TUI’s Dagmar Fischer TUI emphasized mixed reality’s ability to turn the flight itself into the start of a passenger’s holiday.
She explained that rather than focusing purely on entertainment, TUI aims to create seamless transitions between onboard experience and destination services. As an example, the group recently introduced excursion booking via its onboard streaming platform, enabling passengers to plan holiday activities mid-flight.
“The holiday should start on the aircraft,” Fischer asserted. “We’re looking at how to expand this offering across our fleet, with more personalized services.”
Fischer’s insights highlighted that the use of immersive technology need not center on cinematic experiences but instead on utility, using spatial computing to make travel more connected and convenient.
“Hardware and software might be king, but content is King Kong.”
– Camillo Stark, MSM.digital
Embracing New Technology Quickly, but Carefully
All speakers agreed on a central premise: the future of in-flight engagement hinges on delivering intuitive, connected, and value-added experiences.
Blumenthal reflected on Emirates’ approach. “We see VR as an addition, not a trade-off. It’s about giving passengers more choice and making sure it works beautifully.”
Fischer echoed that sentiment with an emphasis on personalization. “If we can offer the right experience at the right moment, whether that’s before, during, or after the flight, we increase value for everyone,” she said.
Malthouse stated the importance of acting quickly to embrace the new technology: “This isn’t about someday. It’s about now. Mixed reality on flights is no longer a question of possibility – it’s a question of who leads.”
For more content from APEX FTE EMEA 2025, click here.