APEX in Profile: Enzo Vailati


Image: Enzo Vailati

Enzo Vailati

Enzo combines his background in the legal field with managerial duties to juggle the operations of various companies. He has been the chief executive officer of Cylo for the past four years and has helped the company go from strength to strength.

Fast Facts:
Location: LHR
Now listening to: Only Time Will Tell, Jeffrey Archer (audiobook)
Favorite aircraft: A380
Seatback or PED? PED
Favorite social network: Instagram

What famous quote do you live by?
“Everyone knew it was impossible, until a fool who didn’t know came along and did it.” – Albert Einstein

What do you think is the most overlooked aspect of the passenger experience?
The fact that the airline customer is planning a trip, not just buying a seat on a plane. Airlines need to start leveraging this idea, as there is a huge opportunity to sell products and experiences relating to the entire trip.

What area of the passenger experience do airlines need to focus on changing?
Passenger expectations are rising: They want to be connected constantly, to be in control of their experience, to access information about their journey in real time and to be entertained. Technology needs to match this demand to ensure that travel is exciting and pleasurable, rather than stressful.

How can airlines become leading digital retailers, and where does Cylo fit in?
Airlines need to start thinking like retailers if they want to add value to their offering. They have to stop being seat-sellers, and instead fulfill as many of their passengers’ end-to-end needs as they can. We are seeing a shift whereby airlines are turning in-flight entertainment from a cost into a revenue stream. Digital retail is where Cylo originated, and the solutions we have developed allow us to cover every point of the passenger journey.

“Airlines need to start thinking like retailers. They have to stop being seat-sellers, and instead fulfill as many of their passengers’ end-to-end needs as they can,” – Enzo Vailati

How do travelers’ spending habits change in the air, compared to on the ground?
When people book a flight, their main concern may be getting the lowest possible price. When they are on board, the value of a product such as entertainment is much higher, and so an upsell becomes a more attractive option.

What type of customer insights can airlines glean from collecting real-time data, and how can this increase their ancillary revenue?
Airlines are already successful in collecting data on their customers’ purchasing habits, but have yet to gain any advanced insights into individual content tastes and interests. By better understanding this data, airlines will be able to engage with their passengers on a far more personalized level. Beyond this, airlines will be able to open a new communication channel that can be used to offer additional products and services.

Why did Cylo decide to join APEX?
Customer experience is a key differentiator in the travel industry. As a company that is committed to innovating in the entertainment space to make the experience more seamless, personalized and exciting, we want to be part of the community that is building the future of travel.

If you could sit next to anyone on a plane, who would it be?
Steve Jobs.

“APEX in Profile: Enzo Vailati” was originally published in the 8.3 June/July issue of APEX Experience magazine.