Airline passengers have been raising their expectations of comfort, wellbeing and seamless experiences during their travel experiences. The onboard food and beverage offer is playing an increasingly important role in shaping the passenger experience, with many travellers rating in-flight offerings positively among leading airlines.
As travellers become more perceptive, airline, rail and cruise operators must carefully consider how they can meet these rising expectations while maintaining operational efficiency and delivering a consistent, high-quality experience throughout the journey.
A key industry event, World Travel Catering & Onboard Services Expo (WTCE), can help buyers and operators by giving them the opportunity to share ideas, discuss challenges and inspire one another on the next steps for the onboard hospitality industry. There are several highlights at this year’s show, which returns to Hamburg Messe from 14-16 April 2026, including new features on the exhibition floors.
A wide range of global airlines have confirmed their attendance at WTCE 2026, including British Airways, Air Canada, Delta Air Lines, AirAsia, easyJet, American Airlines, Lufthansa, and Qatar Airways. So, what can these airlines, and other attendees, expect to see in Hamburg?
More than 300 exhibitors are preparing to showcase their latest onboard hospitality products and services across the three-day event. As well as the familiar show features returning for 2026, such as the First-Time Exhibitor Village, Taste of Travel Theatre, VIP Buyer Programme, and the Steps to Sustainability Trail, there will be new dedicated zones, including the Drinks Zone and the Discover Zone.
Top-tier exhibitors
Across the exhibition floor, visitors can expect to connect with major catering companies including Dnata, SATS, LSG Sky Chefs – Americas, and Flying Food Group. There is also a new third hall at WTCE (Hall A2), which will be exclusively dedicated to Gategroup and its onboard brands.
The show will also spotlight premium food companies such as Delice de France and Around Noon, showcasing bakery, fresh and food-to-go options tailored specifically for airline operators.
Beyond catering, leading onboard retail and amenity companies will demonstrate their latest passenger experience innovations, including Tourvest Retail, Kaelis, and Linstol.
Who’s new at WTCE 2026?
This year’s WTCE will feature more than 90 first-time exhibitors, 30 of which will be located in the New Exhibitor Village, an area where the latest products and concepts are showcased. The space will make it easier for visitors to find new ideas and products in one location.
Exhibitors in the village will include Banana Cph A/S, which reduces food waste by transforming over-ripe bananas into plant-based products; NomadNibbles, with its range of premium ‘grab & go’ snack boxes; Champagne Lombard’s range of terroir-driven options; K.R.S Spicy Food under the J-Lek brand, presenting traditional Thai sauces and condiments; and Hard Rock Cocktails, which offers its bar flavours into ready-to-drink cocktail cans.
Listen and learn at the Taste of Travel Theatre
The Taste of Travel Theatre will deliver three days of insight-led sessions at WTCE, many of which will explore the future of onboard hospitality. The sessions, which will include Elevated Passenger Experience, Intelligent Cabin, and Business of Onboard, will see industry leaders will share practical strategies, and their views on emerging trends and real-world developments that are shaping the next generation of onboard service.
The Elevated Passenger Experience themed sessions will explore how airlines and suppliers are adapting their onboard services to meet rising passenger expectations. Highlights include ‘A Focus on Asia’ (13:00–13:45, Tuesday 14 April), a session moderated by Jeremy Clark of JC Consulting, and featuring Jon Harwood of Dnata, David Helm of En Route International, Puneet Arora from SATS, and Mirko Brenzinger, an entrepreneur and aviation business consultant, who will discuss Asia’s rapid aviation growth and its influence on global service standards.
The second day of sessions will feature a discussion on evolving passenger expectations, led by Anne De Hauw of In Air Travel Experience, followed by ‘Health, Wellness and Nutrition on Board’, a session with speakers from En Route International and SAS (Scandinavian Airlines System). The programme will finish with an international beverage trolley showcase hosted by WTCE’s Beverages Ambassador, Kelly Stevenson of JetVine, who will share her thoughts on innovation and storytelling in onboard drinks services.
The Intelligent Cabin sessions at the Taste of Travel Theatre will focus on how AI, automation and smart design are reshaping onboard operations and passenger satisfaction. The session titled ‘How AI Can Help Us to Understand What Passengers Want’ (11:15–12:00), moderated by industry consultant Vimal Kumar Rai, will feature speakers including Laura Gambell of Omnevo, Sarah Rogers and Mike Pooley from Oxford Brookes University, and Kai Kosicki, a consultant for the Hayward Partnership, who will explore how data-driven insights can help optimise menus, reduce waste and enhance the passenger experience.
Later on the Wednesday, the session titled ‘Sustainability as an Operating Requirement – Rethinking International Catering Waste’ (11:45–12:45) will bring together experts Maria Brewstovansky, government affairs manager for the International Flight Services Association (IFSA), Diana Cawley from the Aviation Sustainability Forum, and Olivia Stoll from Flying Food Group, who will discuss sustainable cabin design.
In the afternoon, the ‘Smart Catering’ session (14:15–15:00), moderated by Vimal Kumar Rai of Commercial Excellence Partners, will highlight how automation and AI-powered solutions can drive efficiency and sustainability. The expert panel will include Paul Bilham of Immfly, Manuel Hubschmann of Viktio, Alexandre Sudron of Transavia France, and David Hailey of Countifi.
Business of Onboard sessions
There will also be a series of ‘Business of Onboard’ sessions at the Taste of Travel Theatre, where airline leaders and retail specialists will explore revenue growth, collaboration, and the true cost of delivering standout passenger experiences.
Day One’s ‘Onboard Retail Laid Bare’ session (14:00–15:00), moderated by Lance Hayward of The Hayward Partnership, will feature founders of INK (Inflight Network of Knowledge), alongside Laura Heijmann of Transavia, Michelle Philpot of easyJet, Duncan de Boer of Foodcase International, and Ilze Silina of the Norwegian aviation company, to discuss collaborations and developments in low-cost inflight retail.
On Day Two, ‘The Cost of Good Customer Service’ (10:45–11:30) session, moderated by Fernanda Veiga of Kaelis Group, will bring together Melanie Berry of Vueling and Beatriz Guillén from Iberia Airlines to examine the operational and cultural investments required for exceptional service.
Day Three will conclude with ‘How to Get Your Product Onboard – An Interactive Workshop’ (11:00–13:00), a session where industry experts Brett Hooyerink from Marfo, Nicky Slater at ITW, Joe Harvey from Deli Lites and WTCE Special Diets Ambassador, Julianne Ponan of Creative Nature will share practical advice on how to successfully launch products into the airline market.
The Discover Zone
This year’s show will bring a new space, the Discover Zone, giving visitors a dedicated space where they can discover the latest onboard products from a selection of more than 20 exhibitors, including Farmley, Banhoek Chilli Oil, Hello Straw, and Neuhaus.
Located in Hall A4, the zone will showcase new trends and developments across key onboard categories, including snacks, confectionery, beverages and amenities, helping airline teams and onboard service professionals to find new suppliers and products.
Attendees will be able to scan products that catch their interest using Colleqt technology to receive further information in their inbox.
For VIP buyers (buyers from transport and travel operators), the experience goes a step further. After scanning their preferred products within the Discover Zone, VIP attendees will be able to collect a personalised sample bag of their scanned products from the VIP Collection Point within the area.
The 20 participating exhibitors in the Discover Zone will include Gut Springenheide, Wonderful Brands, Kiboni, Hand Off Wines, APAC, Kimrica Hunter international and Roncadin, among others.
VIP attendees will also be given access to the Digital Gift Bag, which includes free samples and exclusive offers from more than 50 companies such as Champagne de Lombard, Pots & Co Ltd, Vita Coco, Bon Café, Caviar de Beluga, and Pattiseries Fabie.
VIP Buyer Programme
The VIP Buyer Programme is returning in 2026, offering onboard buyers and airline teams additional benefits throughout the event. Available exclusively to VIP badge holders at WTCE and the neighbouring Aircraft Interiors Expo (AIX), the VIP Lounge in Hall A4 will provide light morning refreshments, lunch and drinks in a relaxed setting designed for informal meetings and downtime.
The VIP Buyer Programme also offers a discounted rate for the Passenger Experience Conference, taking place on Monday 13th April, including access to the evening Welcome Party.
The Journey Circle
The Journey Circle is a new advisory network of senior airline and hospitality professionals, who help shape key areas of the expo and help visitors to learn more about what factors will shape the future of inflight catering and passenger experience.
The founding members include Simone Walli, catering manager at Austrian Airlines, Samson Arega, group vice president at Ethiopian Airlines, Tobias Ögren, head of inflight product and catering at Sunclass Airlines, and Louise Leaupepe, senior manager of inflight experience at Riyadh Air, alongside Hari Ghotra, senior manager of global inflight food & beverage development at Virgin Atlantic, and Shiada Drysdale, manager of inflight services food & beverage at Virgin Atlantic.
Simone Walli from Austrian Airlines and Tobias Ögren from Sunclass Airlines will also help steer the Discover Zone, an interactive product discovery space that will showcase the latest onboard-ready products designed to improve visitor experience and operational efficiency.
Samson Arega from Ethiopian Airlines will also join industry leaders as a panellist at the Passenger Experience Conference, taking place on Monday 13th April at Hamburg Messe ahead of WTCE. The conference programme will address critical operational and strategic questions across three themes: Digital First – Personal, Intelligent & Intuitive; Sustainability & The Eco-Conscious Traveller; and Wellness, Comfort & Human-Centric Design.
Experts from a record number of airlines, including Lufthansa Group and Saudi Arabian Airlines, will provide practical guidance for improving the customer experience.
Wellbeing Walkthrough
Passenger wellbeing is a central focus in discussions about the future of onboard hospitality. The Wellbeing Walkthrough returns to WTCE as a showcase of products and services across health, nutrition, comfort, and wellbeing.
The trail has been curated by WTCE’s Ambassadors, Dr Melissa Adamski, (travel nutrition ambassador and director of Nutted Out Nutrition); Julianne Ponan (special diets ambassador and founder of Creative Nature); and Kelly Stevenson, (beverages ambassador and founder of JetVine).
The Wellbeing Walkthrough route will highlight solutions that can help passengers avoid the side effects of long-haul travel while promoting long-term health and wellbeing. For 2026, the trail will feature 13 companies, including Wabba, Foodcase International, Milk Ltd, and The Coconut Collab.
Steps to Sustainability Trail
The onboard hospitality industry is looking for ways to improve its environmental footprints across all elements of the passenger experience. The Steps to Sustainability Trail is an interactive visitor experience that showcases developments across the supply chain that can support environmentally conscious production and operations. The trail takes the form of a walking route around the halls, with companies highlighting sustainable solutions for onboard services.
Created by WTCE’s sustainability ambassador, Matt Crane (founder of the Aviation Sustainability Forum and a strategic projects lead at SATS), the trail will highlight the trends and accomplishments that are shaping the future of the industry. 20 carefully selected companies, including Linstol, RMT Global Partners, The Barista Cup, Castello Monte Vibiano, and Global Inflight Products will be part of the zone for 2026.
Tech Trail
The Tech Trail will also return for the 2026 show, connecting buyers with suppliers that can help them transform inflight retail and catering through data, digital and automation. The immersive walk-through will showcase technologies that can enhance the passenger experience and improve operational efficiency.
The 10 exhibitors on the trail will include C8Rtech, with its airline catering technology that uses Cloud-based technology; Devion, which develops solutions to reduce time-consuming catering processes; Immfly, which provides onboard digital solutions to help airlines increase revenue and enhance passenger experience; and Foodcase International, which offers end-to-end supply chain solutions from concept to distribution.
New Drinks Zone
This year’s WTCE will feature a new dedicated area that brings together beverage brands tailored for onboard catering and hospitality professionals. Visitors can explore a wide range of beverages from leading brands, including functional drinks, low-alcohol alternatives, and sustainability-led beverages. Kelly Stevenson, WTCE’s Beverages Ambassador, is supporting the exhibitor lineup, ensuring the zone highlights new flavours and formats created specifically for onboard hospitality.
Designed to help onboard buyers stay ahead of 2026 trends, the space will also provide fresh ideas and inspiration for evolving beverage programmes. Highlights include twice-daily Happy Hours from 12:00–1:00pm and 4:00–5:00pm, plus signature serves and speciality drinks that showcase the flavours and formats shaping the future of onboard beverages.
Visitors can expect to see exhibitors including Defiant Ones UK, which supplyies a broad range of alcoholic beverages; Gemellii Drinks, offering Italian-crafted ready-to-drink low-alcohol mocktails and mixers; Pentrade FMCG Distribution, which provides single-point-of-contact solutions; Amrut Distilleries and Piccadily Distillery, which will be showcasing India’s leading malt whiskies ad premium spirits; and Picoso, which creates premium spicy sodas inspired by Mexico.
WTCE Connect
Exhibitors and visitors can create their accounts for WTCE Connect ahead of the show, allowing them to search for relevant companies and products at WTCE 2026. WTCE Connect is a meeting platform where attendees can plan their activities during the show and sign up to any sessions and events happening, such as any of the Taste of Travel sessions taking place during the week.
Colleqt QR codes
Colleqt QR Codes will be featured on all exhibitor booths within the Discover Zone and Taste of Travel Theatre. Simply scan the code with a smartphone, and products details will be highlighted. At the end of each day and at the end of the week, visitors will receive a daily digest in their email inbox, of companies they have scanned.
WTCE is co-located with Aircraft Interiors Expo (AIX), helping create opportunities for collaboration and networking. On Monday 13th April, ahead of the exhibitions opening, a Welcome Party will bring attendees together. The party (18:00–21:30) is open to VIP badge holders and Welcome Party badge holders, as well as PEC delegates with upgraded access.
Throughout the show, daily happy hours will take place in the new Drinks Zone from 12–1pm and 4–5pm. On Tuesday 14th and Wednesday 15th April, evening hospitality hours (17:00-19:00) in the exhibition halls will see exhibitors hosting informal drinks and networking sessions. Registering for either WTCE or AIX grants visitors access to both exhibitions with one badge.
For more information or to register for World Travel Catering & Onboard Services Expo, visit https://www.worldtravelcateringexpo.com/en-gb/tickets.html
