Now that we’ve returned from an exhilarating few days at the World Travel Catering & Onboard Services Expo (WTCE) in Hamburg, we’ve had time to take stock of all the wonderful things we experienced.
The En Route team was on the ground, absorbing the energy and creativity of this dynamic showcase of the latest trends and innovations in aviation, from cutting-edge packaging solutions to tantalising new menu items and flavour combinations.
Not only did we get a first hand look at the future of in-flight dining, but we also proudly unveiled our new brand identity, making a significant mark at the show. Now they’ve had time to recover, we asked the team to recount the highlights, the insights and reflections to take you through the vibrant atmosphere of WTCE 2024.
“Attending my first WTCE, I was blown away by the sheer scale and scope of the expo. I had no idea what to expect, but the experience exceeded all my expectations. From an En Route perspective, I was incredibly impressed with our team. They demonstrated exceptional teamwork, seamlessly collaborating to achieve our goals. Each team member proved themselves to be a subject matter expert, displaying deep knowledge and expertise in their respective areas. Their professionalism and dedication were truly inspiring, and it was clear that they are passionate about their work.
On a personal level, I was amazed by the current state and future direction of the airline industry, particularly in terms of sustainability. The focus on reducing carbon footprints was evident across the board. It was inspiring to see the innovative efforts of companies, from amenity kit suppliers to food vendors, all working towards more sustainable solutions. The creative approaches to sustainability, such as eco-friendly materials and waste reduction initiatives, highlighted a collective commitment to environmental responsibility. Overall, the experience left me with a profound appreciation for the industry’s progress and the exciting advancements on the horizon.”
Tai Nguyen, Food Development Coordinator, US
“From discussions I had, customer meetings and general observations, it was clear that the sustainability agenda is very evident. From plastic reduction to regional sourcing and sustainable materials, this was present in all areas from suppliers to customer priorities.
As ever, consistency across the supply chain was a key concern from the airlines, reducing the need for caterer handling and intervention. Airlines are focussing on how we recreate offers in all regions to ensure passengers experience equal levels of service and product wherever they travel. I also noted that more customers were interested in the importance of highlighting ingredient quality and provenance.”
Nicole Strachan, Head of Category Development, UK
“From a marketing perspective, it was great to see the new En Route brand over so many touchpoints – from the new stand to the atrium tabletops to the visitor bags to the Taste of Travel Theatre – seeing it ‘in real life’ was really exciting as it had been a long time coming.
From an En Route perspective, I thought our hospitality service was extremely well received – our cheese pairings were a real crowd pleaser and gave us a great opportunity to get important feedback and insight into how we can elevate the experience even more for 2025!”
Rebecca Handford, Marketing Manager, UK
“I witnessed a lot of positivity from customers, competitors and suppliers around the En Route brand.
As our first big hospitality event received so much support and praise, it makes me excited for what we can do next with the other categories – really leveraging our team’s product expertise to showcase our products in a different way to our customers.”
Georgina Mogridge, Head of Category Development, UK
“We demonstrated great teamwork throughout the week, with everyone pulling together. A real team effort.
The stand looked really impressive. Big shout out to everyone who made this week a success.”
Russell Smith, Driver & Samples Coordinator, UK
“WTCE was a great opportunity to launch and showcase our rebrand, and reinforce both who we are and what we can and do offer from both a business and people perspective
My personal highlight was the cheese and wine event – it was great to host and celebrate with suppliers, customers and colleagues and further showcase our abilities and passion for what we do, from all areas of the business
I was so impressed with how we all came together as a team. So much work goes into WTCE every year, however, this year felt particularly special with it being the year we launched our rebrand. Everywhere you looked was well-considered, from the stand to the packaging to the display. I think everyone should feel incredibly proud and we shouldn’t lose sight of the amount of high-quality work that was generated.”
Hannah Jordan, Senior Design Manager, UK
If you missed us at WTCE, you can see what we got up to over on our Instagram page > www.instagram.com/enrouteinternational/
