APEX Global Airlines Push the Boundaries of Cabin Design at RedCabin Event in Tokyo
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At the RedCabin Airlines Panel Discussion today in Tokyo, aviation leaders shared bold visions for the future of cabin design and passenger experience. Moderated by Airbus Vice President of Cabin Marketing Ingo Wuggetzer, the discussion revealed strategies shaping innovation in the industry, with an emphasis on personalization, sustainability, and collaboration.
“Segmentation, differentiation, and sustainability are transforming cabin products,” declared Airbus Vice President of Cabin Marketing Ingo Wuggetzer. “From premium seating with enhanced privacy to lighter materials that reduce environmental impact, the future of cabin design lies in anticipating passenger needs and integrating forward-thinking solutions.”
Wuggetzer and Turkish Airlines Vice President of Customer Experience Mustafa Mucahitoglu, both members of the APEX Board of Directors, emphasized the importance of industry-wide collaboration to drive meaningful advancements.
Passenger-Centered Design as a Cornerstone
All Nippon Airways Vice President of Customer Experience Management and Planning Toshiya Shimada highlighted the airline’s customer-first approach as a driving force behind its acclaimed products. “Understanding customer expectations is essential,” remarked Shimada. “Our goal is to create fans of ANA by delivering experiences that resonate with their needs and desires.”
ANA’s flagship product, “The Room,” represents this philosophy with its spacious and seamless design. “Every step of the passenger journey, from lounges to cabins, reflects a commitment to consistency and excellence,” he added.
Cathay Pacific Head of Customer Experience and Design Laurent Tremblay-Simard detailed how the airline leverages its premium products to strengthen brand differentiation. “At Cathay Pacific, we focus on what we call ‘killer differentiators,’” explained Tremblay-Simard. “From world-class lounges to refreshed cabins across all classes, every detail reflects our dedication to passenger satisfaction.”
The Evolution of Premium Cabin Experiences
Qatar Airways Senior Vice President Aircraft Program Masroor Hasan emphasized the importance of privacy and innovation in shaping the airline’s industry-leading products. “The Qsuite redefined business class by creating a home-like experience for passengers,” stated Hasan. “Privacy, comfort, and forward-thinking design drive our ability to remain at the forefront of the industry.”
Turkish Airlines Vice President of Customer Experience Mustafa Mucahitoglu shared how the airline balanced privacy and open cabin aesthetics in its new business class suites. “Our design philosophy preserves the connection between passengers and the cabin atmosphere while offering enhanced personal space,” observed Mucahitoglu. “This reflects Turkish Airlines’ unique approach to hospitality and innovation.”
Mucahitoglu noted that Turkish Airlines’ focus on personalization and passenger feedback has been recognized globally, including its designation as an APEX World Class airline. “We gather around 100,000 passenger feedback submissions monthly,” he revealed. “This volume of data allows us to identify trends, improve areas of concern, and build on what passengers already love about Turkish Airlines.”
Starlux Director of Cabin Interiors Martin Chou explained how the young airline has rapidly established itself as a premium player. “Our modern fleet and attention to detail ensure that passengers experience luxury from the moment they board,” commented Chou. “Collaboration and teamwork are key to delivering a product that exceeds expectations.”
Technology and Real-Time Personalization
Turkish Airlines Vice President of Customer Experience Mustafa Mucahitoglu elaborated on how technology enables personalization at scale. “Our Customer 360 program integrates passenger data into real-time systems,” said Mucahitoglu. “This enables our cabin crew to deliver surprises like favorite beverages or respond immediately to disruptions, creating lasting positive impressions.”
Mucahitoglu emphasized that such systems are critical for staying competitive in the modern aviation landscape. “Personalization is the new luxury,” he declared. “Passengers expect recognition and engagement, and our systems allow us to deliver that in real time.”
Starlux Director of Cabin Interiors Martin Chou echoed this sentiment, highlighting the role of technology in creating seamless passenger experiences. “Advanced tools enable us to enhance every aspect of the journey, from cabin interiors to inflight services,” stated Chou. “Technology bridges the gap between vision and execution.”
Leader’s Insightful Question to Turkish Airlines
During the audience Q&A, APEX CEO Joe Leader posed a thought-provoking question to Turkish Airlines Vice President of Customer Experience Mustafa Mucahitoglu. “As Turkish Airlines introduced suites with lower walls compared to some competitors, what drove that decision, and how does it align with your design philosophy?” asked Leader.
Mucahitoglu’s response reflected Turkish Airlines’ thoughtful approach to balancing privacy with cabin atmosphere. “We wanted to create personal space without isolating passengers from the overall cabin experience,” he explained. “Turkish Airlines is known for its generosity in hospitality—whether it is our desserts, ice creams, or beverage carts, we want these elements to remain visible and accessible.”
He added, “Our design philosophy prioritizes both privacy and connection. This is part of what makes Turkish Airlines unique and why we have been recognized as an APEX World Class airline.”
Sustainability and Industry Collaboration
The panelists agreed that sustainability is a key driver of innovation, with collaboration across the supply chain playing a critical role. “Lighter materials and efficient designs are essential for reducing environmental impact,” explained Airbus Vice President of Cabin Marketing Ingo Wuggetzer. “These innovations are not just about meeting regulations but about creating a more sustainable [cabin solution] future for the industry.” He further emphasized that accessibility innovations go beyond simply meeting regulations, focusing on a proactive approach to creating solutions for all passengers.
Cathay Pacific Head of Customer Experience and Design Laurent Tremblay-Simard shared how the airline integrates sustainability into its decision-making processes. “Every design change must be assessed for its carbon impact,” Tremblay-Simard highlighted. “This ensures that sustainability is embedded into everything we do.”
Qatar Airways Senior Vice President Aircraft Program Masroor Hasan emphasized early engagement in product development as key to addressing sustainability goals. “The first six months of a program are critical,” emphasized Hasan. “During this time, we define specifications, collaborate with suppliers, and address potential challenges to ensure a sustainable product lifecycle.”
Challenges and the Path Forward
The discussion also touched on the challenges of working with suppliers and the need for industry-wide improvements in certification and innovation timelines. “The aviation industry must catch up with the speed of consumer technology,” stressed Qatar Airways Senior Vice President Aircraft Program Masroor Hasan. “By embracing new materials, processes, and certifications, we can deliver innovations that meet passenger expectations.”
All Nippon Airways Vice President of Customer Experience Management and Planning Toshiya Shimada underscored the importance of trust in supplier relationships. “Strong partnerships are essential to meet customer expectations consistently,” Shimada pointed out. “Collaboration ensures that innovations can be delivered on time and with the highest quality.”
Airbus Vice President of Cabin Marketing Ingo Wuggetzer closed the discussion by urging the industry to embrace bold ideas and new approaches.
He highlighted that the next major innovation waves for the passenger experience and the industry will focus on digitalization. “The future of aviation lies in personalization, [cabin solution] sustainability, and innovation,” Wuggetzer concluded. “By working together, we can set new benchmarks for the passenger experience.”
The APEX member airline panelists’ insights at RedCabin revealed a shared commitment to redefining cabin design and elevating the passenger journey, underscoring the collaborative and innovative spirit that continues to shape the aviation industry.