The organisers of World Travel Catering & Onboard Services Expo (WTCE) have released a new survey report looking at the expectations of aircraft passenger experiences in the South-East Asia market. The report, titled ‘What Asia Wants: From Food and Beverage Offerings to Sustainability’ (available on the WTCE website) is authored by Asia-based airline hospitality consultant, Jeremy Clark, and takes a deep dive into the priorities of travellers in Thailand and Indonesia in the post-Covid era.
The survey found that customer service quality ranks highest among passenger considerations in the region (97%), followed by food and beverage (F&B) quality (93%). Moreover, 96% of respondents consider F&B service to be either “very important” or “quite important” when selecting an airline, and 85% would avoid an airline based on a previous experience of poor inflight service.
Despite Asia’s strong airline offerings, passengers are calling for improvements in the quality of their F&B, with 64% of those surveyed saying they wanted better options. Healthier choices and more responsive crews are also in demand, particularly in Indonesia, where the need for improved service ranks significantly higher (at 56%) than in Thailand (31%). For both sets of respondents, the ability to order F&B outside of standard service times is another popular request (60% of passengers expressed) interest, as is the option to pre-select meals (36%).
The report also explores the complexities of sustainability in the airline industry and the need for clearer definitions. While those passengers surveyed expressed an interest in sustainable practices – 47% said they would definitely pay extra for a more sustainable flight and 46% said they would consider paying more – it ranks far behind F&B (93%) and service (97%).
While Asian passengers have pride in their region’s carriers, the findings emphasise the need for airlines to prioritise passenger preferences, particularly in the scope of F&B, to maintain a competitive edge in the Asian markets. Here, the report suggests that these trends align for smaller carriers operating local flights and legacy carriers operating long-haul routes. But with Asian carriers already known for the quality of its F&B and service, the report acknowledges the challenges the industry now faces to improve an already great experience.
Shona Thomson, event manager of WTCE commented, “This report underscores a crucial learning for airlines: in the competitive Asian market, passenger loyalty centres around delivering exceptional food and beverage experiences alongside top-tier service. Airlines must prioritise these elements to succeed, carefully considering the nuances between the dominating Indonesian and Thai markets, reflecting the specific demographic needs within their service offering.
“Returning in April 2025, WTCE will offer Asian carriers the perfect platform to dive further into these findings and collaborate on strategies that will shape the future of inflight dining and service.”
