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March 24, 2023



Today's Top Stories


'Really Cool Airlines' set to take off later this year

A new Thai carrier, Really Cool Airlines, will announce its flight routes by the end of June and begin operations by the end of the year, according to CEO Patee Sarasin. The experience will be midway between a luxury and budget carrier, Mr Patee said, and the new airline will concentrate on international flights. Mr Patee, who was formerly the chief executive of Thai low-cost carrier Nok Air, said the new carrier will surpass previous standards.  The launch of the new airline will help Thailand meet its tourism targets, which for this year is 30 million visitors.

Straits Times | Related Company launches 'Really Cool Airlines' with planes set to take off later this year - The Mirror



New Saudi carrier: NEOM Airlines to launch in 2024

Saudi Arabia is to get another new airline, this time dedicated to serving the Kingdom's futuristic 'NEOM' development. Operations  for NEOM Airlines will begin from the existing NEOM Bay Airport in 2024, before moving to the soon-to-be-built NEOM International Airport. CEO Klaus Goersch argued the new service will be “futuristic and efficient."  In a blog post, Goersch highlighted innovations such as biometrics, next generation interiors and from 2026 next generation aircraft using technologies such as hydrogem or hybrid-electric powertrains.

Business Traveller | Related

NEOM Airlines set for take-off by end of 2024, CEO reveals - Arab News



APEX TECH: Michael Childers & Mary Kirby spearhead high-flying session on edge caching

TECH committee veteran Michael Childers, Chief Consultant, Content and Media Strategy, Lufthansa Systems, co-moderated an APEX TECH panel with the Runway Girl Network founder Mary Kirby on edge caching. Noting that education was going to be one of the primary items on the session’s agenda, Childers tapped his hat to the many panelists beside him who were involved in SVTA, the Streaming Video Technology Alliance.  Among the session highlights were discussions about whether or not the IFE-IFC convergence and the introduction of D2C IFE would mean such things as the airline turning control of the content over to the content provider and discussions about licensing.

APEX Media | Related

Dr. Joe Leader sits down for a deep-dive one-on-one with JetBlue’s Mariya Stoyanova - APEX Media



APEX TECH: “Smart” Metadata in the spotlight

Lufthansa Systems’ Chief Consultant, Content and Media Strategy, Michael Childers moderated the first of multiple metadata panels on the third and final day of the APEX TECH. Covering everything’s from data analytics and data driven IFE to content provenance metadata and metadata as proxy for GDPR-protected data, Childers finished by noting that “all of these represent opportunities for new uses of metadata in the content delivery supply chain. They also represent suitable topics for analysis this afternoon.”

APEX Media | Related

Air China’s Dr. Zhihang Chi opens APEX TECH with keynote address on elusive nature of PaxEx - APEX TECH



APEX TECH: Inflight Advertising workshop, led by Inadvia’s Matthew Blay

Hot on the heels of his Day Two afternoon panel on D2C advertising in the IFE space, Inadvia’s Director, Matthew Blay's, second session of the morning on day three of APEX TECH focused on in-flight advertising. Piggybacking on his earlier Inflight Advertising Workshop: Part 1 – which focused on short format videos and the so-called “walled gardens” of heavy-hitters like Google and Facebook – Blay and panelists Jonas von Krüchten, Head of Strategy and Business Development, AERQ; Dirk Ottens, Head of Content and Media Strategy, Lufthansa Systems and Mary Rae Esposito, Director of Sales, North America, Spafax; sat down for an open conversation in a session entitled: Privacy and the Deprecation of the 3rd Party Cookie.

APEX Media | Related Inadvia on unlocking the full potential of inflight advertising - Runway Girl



British Airways readies upgraded 787 business class, first class

British Airways will soon begin upgrading its Boeing 787 fleet to the latest Club Suites business class, with the first of the redone Dreamliners expected to take wing at the end of October. The upgraded 787-9s will see 38 Club Suites, and 38 premium economy World Traveller Plus seats, along with eight of the new-design first class suites, which like business class includes a sliding privacy door. The original plans to upgrade the airline's Dreamliners were delayed due to the pandemic.

Executive Traveller | Related

English sparkling wine to cheer British Airways business class - Daily Telegraph



Southwest Airlines shares ‘hacks’ to bag an entire row of seats on a flight

Southwest Airlines has shared a video of “discouraged but crafty” tactics passengers use to bag an entire row of seats. The LCC released the comedy footage in response to a slew of TikTok videos advising travellers on how to secure a whole row of seats for their exclusive use. Captioned, “Don’t think we don’t notice y’all out there trying”, the film shows a range of approaches for passengers who prefer space during their flight.  This includes tricks like the "fake breakup" where a passenger pretends to have a break up on the phone and then loudly declares that s/he will be upset for the rest of the flight.

The Independent | Related

Travel hack: TikTok tactic for getting special treatment on a flight - New Zealand Herald




Today’s picture comes from @you_in_paris.  It features a French Bee A350 taking off from Paris-Orly (ORY). Use #APEXPOTD for the chance to be featured in the APEX Daily Experience newsletter!

> Tweet of the Day

And that's a wrap! A big thank you to APEX TECH attendees, speakers, sponsors, & all who made this such a successful event! We hope you'll join us at our upcoming events. Until then, review some of the APEX TECH highlights here: https://bit.ly/3FGPQ27

APEX @theAPEXassoc


Association News

APEX Content Market

As the only global industry event focused on connecting in-flight entertainment content buyers with worldwide content distributors, APEX Content Market is your chance to browse the dynamic show floor to get ahead on planning your in-flight content for the upcoming year. Join us at this year’s event, 26-27 April in Istanbul, Turkey. Register now.


> Quote of the Day

“We are excited and ready to introduce Really Cool Airlines to give an extraordinary experience to passengers."

Patee Sarasin, CEO, Real Cool Airlines
Read the article


The next newsletter will be out nexr week



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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