Apex Daily Experience
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March 7, 2023



Today's Top Stories


Swiss International Air Lines Unveils New Cabin Interiors

Late last week, Swiss International Air Lines announced it will launch new long-haul cabins dubbed ‘SWISS senses’ in 2025. The new cabin interiors will see brand new first, business and economy products, alongside the existing premium economy product that was introduced in 2022. SWISS will begin retrofitting its long-haul fleet of Airbus A330-300 aircraft in 2025, followed by its Boeing 777-300ERs. The airline’s new Airbus A350-900’s, which are also due to be delivered in 2025, will arrive with the new cabins.

Business Traveller | Related Here Is Swiss’ Elegant All-New First Class And Business Class - Executive Traveller



Cathay Pacific Reopens Bangkok Lounge

Cathay Pacific has unlocked the doors to its popular Bangkok lounge at Suvarnabhumi International Airport. With seating for around 140 travellers, the lounge is based on the elegant new-look Cathay lounge template created by English designer Ilse Crawford and her StudioIlse team which is also in place at London Heathrow, Tokyo Haneda and of course Hong Kong’s The Pier Business and First. Cathay says its Bangkok lounge, located on Level 3 of Concourse G, opens daily from 8.40am to 6.35pm daily.

Executive Traveller | Related How Plaza Premium Group Went From A Lounge Network To Full End-To-End Experience For Passengers - Simple Flying



Allegris First Class Moves The Lufthansa Premium Product Needle

Last week, Lufthansa launched its next-generation first class suite product, part of the Allegris cabin generation, which PriestmanGoode designed and Collins Aerospace will manufacture.There are several notable aspects of the product: it’s Lufthansa’s first suite, the center section offers a two-seater sofa that converts into a double bed, there’s an interesting new flexible door, and the new color, materials and finish of the product give a sign of where the airline is heading. To start with, it’s notable that this is Lufthansa's first suite.

Runway Girl Network | Related Lufthansa Allegris Features Major Metaverse Innovation And Redefines Long-Haul Travel Experience - Future Travel Experience



Bahrain International Airport’s Biometric Touchless Solution

Technology plays a critical role in helping airports to restore passenger confidence. Bahrain International Airport has taken a strategic approach to this, starting with a Proof of Concept (PoC) to evaluate the potential impact on passenger processing times and non-operational revenues. To facilitate this PoC, Bahrain Airport Company has partnered with SITA to implement their Smart Path solution, which will seamlessly integrate with existing airport infrastructure. The PoC will also assess passenger engagement and comfort levels with the use of biometric technology.

International Airport Review | Related Sharjah Airport Introduces Biometric System To Give Travellers A Paperless Experience - Curly Tales



Virgin Atlantic Launches Reward Seat Checker Tool

Virgin Atlantic has launched a new service that allows Flying Club members to check the availability of reward seats on their chosen routes and dates. Customers can input the route, the month of travel and whether they are looking to fly with Virgin Atlantic or partner Delta. They are then presented with a calendar showing the number of rewards seats available on each day, across economy, Premium and Upper Class. The service works for all direct Virgin Atlantic and Delta flights from the UK.

Business Traveller | Related Virgin Atlantic Officially Joins The Ranks Of SkyTeam Alliance - Executive Traveller



Seattle-Tacoma Explores ChatGPT Use Cases

Conversational AI is undoubtedly a hot topic right now and features in FTE’s 10 technology trends that can enhance airline and airport operations in 2023. Seattle-Tacoma International Airport (SEA) sees a lot of potential for ChatGPT’s use in the aviation space. Matt Breed, Chief Information Officer, SEA, states that the airport used ChatGPT to create the framework for an Aviation Technology Master Plan, and the potential for Artificial Intelligence and Machine Learning to improve at an exponential rate.

Future Travel Experience | Related What ChatGPT Means For The Future Of The Aviation Industry - World Aviation Festival



SSP Brings Vietnamese Quick-Service Restaurant To Changi Airport

Food and beverage operator SSP Group has partnered with restaurant holding group Les Amis Group to bring Vietnamese quick service, NamNam to Changi International Airport, Singapore. NamNam has a self-service, with defined pick-up zones for customers, as well as self-order kiosks and a digital queueing system. The outlet’s interior has been tailored for the airport environment with seating capacity for 82 guests at a time.

Passenger Terminal Today | Related Ramping Up Automation At Changi Airport A Priority For Next 3 To 5 years - The Straits Times




Today’s picture comes from @irmphotographysxm, showing a JetBlue Airways Airbus A321 aircraft.

Use #APEXPOTD for the chance to be featured in the APEX Daily Experience newsletter!

> Tweet of the Day

Up front onboard the JAL 77W: it’s a roomy seat. Not the newest design anymore but still one of the more spacious and comfy ones #PaxEx

Airline Reporter @AirlineReporter


Association News


New innovations and the future of connectivity, how are you prepared and what’s your organization doing to orchestrate “the next?” Join us at 2023 APEX TECH, 21 March – 23 March in Los Angeles, CA, and learn from and network with airlines and service providers. Register now.


> Quote of the Day

“This is the most comprehensive cabin renewal in the history of our company. As a premium airline, we want to pay due and full regard to our customers’ desire for more individuality. And with this extremely high-quality product, we can continue to meet all our high aspirations.”

SWISS CEO Dieter Vranckx
Read the article


The next newsletter will be out tomorrow.



The Airline Passenger Experience Association (APEX) encompasses a network of airlines, businesses and professionals that are committed to providing a world-class airline experience for passengers around the globe. Every day, APEX members are improving every aspect of the airline experience, from designing, building and installing seating, entertainment and communications systems on commercial aircraft, to airport lounges and in-flight dining. Visit apex.aero for more information. APEX is professionally managed by Kellen Company, the premier global association management firm with offices and representation in the United States, Europe, China, the Middle East, India and Southeast Asia.


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