The panellists at the Women in Aviation session at AIX covered a huge range of topics, from the impact of technology and innovation on airline brands, to what makes an effective leader, to the most important advice for those starting their careers in aviation.
Enjoy some impactful and inspiring quotes from Mariya Stoyinova, for mer director of product development at JetBlue, and a Crystal Cabin Awards judge; Julieta McCurry, VP of in-flight entertainment and connectivity strategy at Delta Airlines; Helga Huld Bjarnadóttir, director of product and service management at Icelandair; and Michelle Munoz-Talcott, senior director, marketing, aviation & energy at Viasat.
What is your best piece of advice for someone starting out in the aviation industry?
Mariya Stoyinova: “Never stop growing, and find new ways to grow. There are ways to grow in everything. Failures and missteps are the best lessons. When you get comfortable, question if you’re too comfortable.”
Julieta McCurry: “Follow opportunity – you need to say yes to more things than no, and to trust your gut. If you see something you really like, be it a project or a role, raise your hand. If you don’t ask, the answer will always be no.”
Helga Huld Bjarnadóttir: “Opportunities are everywhere. Never stop looking for them. Most of the opportunities in my career would not have come unless I raised my hand, made myself visible, and had others bringing me along the way. Find the people who match you and who match your passion and growth.”
What makes an effective leader?
Julieta: “To be effective as a leader, you need to build a great team – a team of highly talented individuals who complement your skills and each other’s skills. Also, authenticity is so important – I don’t think competence is enough, especially when you’re working on things that are innovation driven or net new. How do you make sure your team is willing to take the risks, dive in, and know that they’re supported?”
Mariya: “This industry is not for the weak of heart! Persistence is so important. We often hear, “No that can’t be done”. But in my vocabulary, ‘no’ means ‘find another way to do it’. ‘No’ should not stop you, ever. We need to break through a lot of walls and build things quicker.”
What more can the industry do to support women?
Helga: “Parental leave is very different between countries, but it’s vital for people of all genders who want to start families to have the opportunity to leave and come back, with the necessary support – without it having an effect on their career development. Companies also need to have thorough plans on training, mentorship, development programmes, and more for women.”
What would the future of aviation look like with more women at the top?
Helga: “Having more females on board gives you more teamwork, more views on things, and more ways of doing things. It’s not just about females, but all genders. To have this diversity benefits us in all aspects of decision making and innovation.”
Mariya: “We all bring something different to the table, not just for gender equality, but for diversity of thought. Everybody is so unique and brings a unique perspective, which prevents tunnel vision. Diversity of thought is critical. That said, women bring a different type of skillset – we’re just built differently.”
What is the impact of technology on airline brands?
Julieta: “It’s all about experience. We [Delta Airlines] have an ambition to become not just a loved brand but an experience brand, and technology plays a big role in that – in the inflight experience especially. Customers are pushing us to think about loyalty differently. They’re seeing membership experiences as another benefit to loyalty. In addition to the core benefits of miles and status, they are leaning into in-the-moment experiences like fast, free wi-fi and Delta Sync.”
Mariya: “Every moment from the travel journey is an opportunity for you to build your brand. Technology is helping to engage customers, but also to reduce friction. It’s that combination of the human aspect and technology. I’m looking forward to us infusing technology more and more in the travel journey, while also increasing hospitality and the human touch.”
