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Predicting the future of inflight service

This article was written and published before the Covid-19 pandemic. While limited air travel is possible between certain destinations, travellers are advised to check the latest travel advice and follow all Covid-19 precautions.

Technology is rapidly transforming the way we travel. Check-in happens on a computer or smartphone; bag drop-off is entirely self-service; engers are told to attach their own luggage labels; entering departures is fully automated; even boarding a plane can now be done through automatic gates. It’s very efficient, but how far could this technology go? Could we soon see the first robotic cabin crew?

That, argue the experts, is rather unlikely, and not just because of the technical challenges. While “technology can help to improve customer service, the importance of the human touch shouldn’t be forgotten,” says Ryan Ghee, the head of strategy at Future Travel Experience.

Yet it’s a fine line that airlines and airports are learning to tread: delivering efficiency and convenience through digital innovations, but with a personable, attentive human member of staff available when needed.

Singapore Airlines, for its part, has had success with an online chatbot that provides engers with useful information, and is always available 24/7, says Angeline Khoo, the company’s Vice President Customer Experience.

The Singapore Airlines chatbot “Kris”.

Where digital technologies really come into their own, however, is when they are being used to improve the quality of the human experience, ideally with engers not even realising that any kind of technology is involved. It’s this subtly augmented human approach to digital innovation that will be the differentiator between airlines.

At Singapore Airlines, it all comes down to key insights on what engers want, says Khoo: The flight crew is expected to show care; provide a truly personalised service; offer locally suitable services; and deliver a consistent experience.

To help achieve this, Singapore Airlines use multiple systems to record enger preferences, not just during online encounters, but at every touchpoint – from check-in all the way to the flight itself. With this information, crew know how engers prefer to be addressed, whether they want to be woken up for the meal service, etc., allowing them to provide service in a more personalised manner.

Travellers can also pre-order their meals online or via the SingaporeAir app, which broadens their choices, makes it easier to meet their dietary requirements and guarantees they get their preferred option.

Technology has already dramatically transformed the enger experience, but airlines are now exploring other ways in which flight crews will be able to use digital tools to subtly improve the customer experience. “Wearable technology has been a hot topic for a while now and there has always been a lingering argument that wearable tech is a solution that’s looking for a problem to solve,” says Ghee. Some airlines, he says, have run trials by equipping flight attendants with headsets and smart watches, but “a lot of the that I’ve heard suggests that engers often see the technology as a negative ... that takes away from the sincerity of the interaction”.

Smart glasses have yet to reach maturity.

Given current technology, Singapore Airlines has opted against using smart watches or devices like Google Glass. “It’s definitely an area that we are watching,” says Khoo, but “right now, there are obvious privacy concerns, plus engers may find them simply distracting.”

Still, certain wearable technologies may soon be adopted, predicts Joe Leader, the chief executive of the Airline engers Experience association, APEX: “For flight crews, we will not see wearable glasses as quickly as we will see auditory artificial intelligence wearables.”

These in-ear devices could real-time language translation, help staff to pronounce engers’ names correctly and remind them of their drink choices. “It’s about wearables that supplement rather than supplant genuine human interaction,” says Leader.

Another emerging technology in search of a solution is virtual and augmented reality (VR and AR). Many airlines are exploring VR as part of their inflight entertainment strategies, says Ghee. For Singapore Airlines, VR is being explored as a training tool for crews to help them familiarise themselves with new aircraft configurations, etc. The airline is also in the early stages of exploring ways to enhance the inflight dining experience using AR.

Digital technologies will also transform the overall inflight entertainment experience. Already, Singapore Airlines engers can use an app before the flight to browse which movies, short features and songs will be available on their flight, and can create a playlist that syncs to their inflight entertainment system once onboard.

Popular online streaming services are typically seen as the usability standard, and airlines are keen to offer the same amount of personalisation. However, that doesn’t simply mean linking traveller’s existing online streaming s to their inflight entertainment system. “There are travellers who adopt different entertainment preferences once they board a plane,” says Khoo. Adding to this, Leader believes that “we are at the dawn of [an on-demand] content revolution that will make content centre around individuals”.

A Singapore Airlines A380 Business Class seat

Another of the most talked about digital technologies right now is artificial intelligence, and airlines are also wondering how they and their engers can benefit from it.

“There is a lot of potential in using technology to better understand engers’ emotions and needs in the cabin, whether it’s by using AI, biometrics, sensors or other technologies,” says Ghee. However, he warns that whether “these technologies become commonplace in the cabin depends largely on customer acceptance”. For Leader, one exciting potential application of this technology could be to flag a enger’s “dehydration or signs of illness” early, before it becomes necessary to find a doctor on board.

Singapore Airlines is watching developments closely, but “this is a path that we have yet to go,” says Khoo. She acknowledges that these technologies have potential, but they only work if engers are comfortable with them.

A more realistic and immediate benefit of AI will be in the back office, she says, for example by monitoring food choices and engers’ likes and dislikes. This will not only improve service, but also reduce food wastage. It also makes it possible to deepen personalisation of service across all cabin classes. Thanks to technology, “personalisation in service will transform the in-flight experience,” says Leader.

“Crucially, whichever technology is being used,” says Khoo, “airlines have to make the experience as easy and simple as possible, because while some engers are tech savvy, others are not - but the experience has to work for everybody.”

Whilst there are a wide range of emerging technologies with the potential to transform inflight service, airlines are primarily focused on providing greater personalisation, ensuring they continue to provide the genuine human touch, unobstructed by digital technologies.

However, as technologies become less obtrusive, and engers’ familiarity with these technologies develops, the opportunity to integrate them into the inflight experience will increase.

Just don’t expect robotic cabin crew serving your inflight meal anytime soon.

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When you fly with Singapore Airlines, you’re not just travelling from one place to another. With our world-class product, award-winning service and enhanced precautionary measures including meaningful innovations to make travel safe and seamless, we bring you on a personal journey that is designed around you and your well-being.

Step onboard our modern aircraft and connect to over 130 destinations we fly to, and you’ll discover what makes Singapore Airlines the world’s most awarded airline.

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While limited air travel is possible between certain destinations, travellers are advised to check the latest travel advice and follow all Covid-19 precautions.\u003c/em\u003e\u003cbr /\u003e\u003cbr /\u003e\u003c/p\u003e\u003\u003eTechnology is rapidly transforming the way we travel. Check-in happens on a computer or smartphone; bag drop-off is entirely self-service; engers are told to attach their own luggage labels; entering departures is fully automated; even boarding a plane can now be done through automatic gates. It\u0026rsquo;s very efficient, but how far could this technology go? Could we soon see the first robotic cabin crew?\u003c/p\u003e\u003\u003eThat, argue the experts, is rather unlikely, and not just because of the technical challenges. 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It\u0026rsquo;s this subtly augmented human approach to digital innovation that will be the differentiator between airlines.\u003c/p\u003e\u003\u003eAt Singapore Airlines, it all comes down to key insights on what engers want, says Khoo: The flight crew is expected to show care; provide a truly personalised service; offer locally suitable services; and deliver a consistent experience.\u003c/p\u003e\u003\u003eTo help achieve this, Singapore Airlines use multiple systems to record enger preferences, not just during online encounters, but at every touchpoint \u0026ndash; from check-in all the way to the flight itself. With this information, crew know how engers prefer to be addressed, whether they want to be woken up for the meal service, etc., allowing them to provide service in a more personalised manner.\u003c/p\u003e\u003\u003eTravellers can also pre-order their meals online or via the SingaporeAir app, which broadens their choices, makes it easier to meet their dietary requirements and guarantees they get their preferred option.\u003c/p\u003e\u003\u003eTechnology has already dramatically transformed the enger experience, but airlines are now exploring other ways in which flight crews will be able to use digital tools to subtly improve the customer experience. \u0026ldquo;Wearable technology has been a hot topic for a while now and there has always been a lingering argument that wearable tech is a solution that\u0026rsquo;s looking for a problem to solve,\u0026rdquo; says Ghee. Some airlines, he says, have run trials by equipping flight attendants with headsets and smart watches, but \u0026ldquo;a lot of the that I\u0026rsquo;ve heard suggests that engers often see the technology as a negative ... that takes away from the sincerity of the interaction\u0026rdquo;.\u003c/p\u003e\u003\u003e"},{"image":{"type":"image","model":{"rawImage":{"templateUrl":"https://image.staticox.com/?url=https%3A%2F%2Fychef.files.bbci.co.uk%2F%24recipe%2Fp07sl58b.jpg","pid":"p07sl58b","filetype":"jpeg","height":1414,"width":2121,"alt":"Smart glasses have yet to reach maturity."},"caption":"Smart glasses have yet to reach maturity."}}},{"bodyHtml":"\u003c/p\u003e\u003\u003eGiven current technology, Singapore Airlines has opted against using smart watches or devices like Google Glass. \u0026ldquo;It\u0026rsquo;s definitely an area that we are watching,\u0026rdquo; says Khoo, but \u0026ldquo;right now, there are obvious privacy concerns, plus engers may find them simply distracting.\u0026rdquo;\u003c/p\u003e\u003\u003eStill, certain wearable technologies may soon be adopted, predicts Joe Leader, the chief executive of the Airline engers Experience association, APEX: \u0026ldquo;For flight crews, we will not see wearable glasses as quickly as we will see auditory artificial intelligence wearables.\u0026rdquo;\u003c/p\u003e\u003\u003eThese in-ear devices could real-time language translation, help staff to pronounce engers\u0026rsquo; names correctly and remind them of their drink choices. \u0026ldquo;It\u0026rsquo;s about wearables that supplement rather than supplant genuine human interaction,\u0026rdquo; says Leader.\u003c/p\u003e\u003\u003eAnother emerging technology in search of a solution is virtual and augmented reality (VR and AR). 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Adding to this, Leader believes that \u0026ldquo;we are at the dawn of [an on-demand] content revolution that will make content centre around individuals\u0026rdquo;.\u003c/p\u003e\u003\u003e"},{"image":{"type":"image","model":{"rawImage":{"templateUrl":"https://image.staticox.com/?url=https%3A%2F%2Fychef.files.bbci.co.uk%2F%24recipe%2Fp081qp9y.jpg","pid":"p081qp9y","filetype":"jpeg","height":540,"width":960,"alt":"A Singapore Airlines A380 Business Class seat"},"caption":"A Singapore Airlines A380 Business Class seat"}}},{"bodyHtml":"\u003c/p\u003e\u003\u003eAnother of the most talked about digital technologies right now is artificial intelligence, and airlines are also wondering how they and their engers can benefit from it.\u003c/p\u003e\u003\u003e\u0026ldquo;There is a lot of potential in using technology to better understand engers\u0026rsquo; emotions and needs in the cabin, whether it\u0026rsquo;s by using AI, biometrics, sensors or other technologies,\u0026rdquo; says Ghee. 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