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IATA hires Regional VP Asia-Pacific

SINGAPORE, 28 MAY 2025: The International Air Transport Association names Sheldon Hee as Regional Vice President, Asia-Pacific, effective 1 June 2025.

Based in Singapore, Hee will lead IATA in the Asia-Pacific, a region covering 39 countries and home to 53 IATA member airlines.

Sheldon Hee.

He brings over 25 years of experience in the airline industry, having held various management roles at Singapore Airlines in Singapore, Japan, Switzerland, and the UK. Before joining IATA, Hee was the airline’s Vice President for Partnerships and International Relations.

“Having spent my professional life in an airline, I am humbled and privileged to continue contributing at an industry level by leading IATA’s activities in Asia-Pacific. The region is vast and diverse, with states at different stages of aviation development. I see a significant opportunity for the regional stakeholders to work together to achieve the region’s potential. Together with the well-established IATA team, I look forward to working with our member airlines, governments and partners across the region to support the safe, efficient, and sustainable growth of an industry that catalyses economic and social development,” said Hee.

The Asia-Pacific region is estimated to observe the fastest-growing passenger demand in the next 20 years. In 2024, it accounted for a third of global passenger traffic, measured in revenue passenger kilometres (RPK), and is projected to contribute more than half of international passenger traffic in the following two decades.

Philippines Tourism Secretary submits resignation

MANILA, 28 MAY 2025: Private sector stakeholders from the tourism industry have aired their support for Department of Tourism (DOT) Secretary Christina Garcia Frasco following the Phillippines President’s order for a midterm cabinet reset.

The Tourism Secretary submitted her “courtesy resignation” hours after the President’s announcement on Thursday, 22 May 22, saying that she had served at the pleasure of the President and “supported his administration’s call to put the people first.”

Department of Tourism (DOT) Secretary Christina Garcia Frasco.

A Department of Tourism press statement quoted a portion of Secretary Frasco’s courtesy resignation: “Under the President’s leadership, the tourism sector has significantly contributed to the national economy and employed millions of Filipinos.” 

Tourism industry stakeholders, who have been working closely with the DOT, aired messages of support for the tourism chief on social media channels. They were joined by the country’s travel and tourism associations that signalled their support. Social channels linked to tourism, and private sector players were swamped with expressions of support for Secretary Frasco, including the influential executive board of the Pacific Asia Travel Association (PATA). The international association headquartered in Bangkok described Secretary Frasco as an exemplary leader who has pushed for the advancement and resiliency of Philippine tourism amid global challenges.

“Secretary Frasco’s dedication extends beyond promotion; her programs aimed at providing financial aid for students pursuing careers in tourism ensure a sustainable future for the industry. By investing in the next generation of tourism professionals, she is cultivating talent that will uphold and advance our industry’s standards. We express our profound gratitude for Secretary Frasco’s unwavering commitment and significant contributions, which continue to elevate the Philippine tourism sector to new heights.” 

The Philippine Tour Operators Association (PHILTOA) extended its gratitude to Secretary Frasco in a statement:  “Her invaluable support and partnership with PHILTOA went beyond professional collaboration — it was a catalyst for transformation. Together, we have forged sustainable pathways that honour the soul of Filipino hospitality while safeguarding our natural heritage for generations to come.”

The Tourism Industry Board Foundation Inc (TIBFI) noted that under the leadership of Secretary Frasco, the Philippines achieved an all-time high tourism revenue of approximately PHP760 billion in 2024, making tourism a vital pillar of the country’s economy. Employment in the tourism industry also reached 16.4 million, a substantial figure comprising the country’s national employment last year.

The  Presidential Communications Office’s official statement quoted President Marcos’s call for courtesy resignations of all Cabinet Secretaries pending performance reviews.

“This is not business as usual,” the President said. “The people have spoken, and they expect results—not politics, not excuses. We hear them, and we will act.”

The request for courtesy resignations gives the  President elbow room to evaluate the performance of each department and determine who will continue to serve in line with his administration’s recalibrated priorities.

“This is not about personalities — it’s about performance, alignment, and urgency,” the President added. “Those who have delivered and continue to deliver will be recognised. But we cannot afford to be complacent. The time for comfort zones is over.”

Government services will remain uninterrupted during this transition, and the President reiterated that stability, continuity, and meritocracy will guide the formation of his leadership team moving forward.

“With this bold reset, the Marcos administration signals a new phase — sharper, faster, and fully focused on the people’s most pressing needs.” 

Even though her courtesy resignation is on the President’s desk, the Tourism Secretary will continue to lead the DOT until the President formally accepts it or decides to keep the status quo.

Masala Wedding Fair 14-15 June 2025

BANGKOK, 27 MAY 2026: Thailand’s Indian wedding exhibition, the Masala Wedding Fair, returns for its 12th Edition with the bar set higher and the flavours bolder as the event co-locates with the popular Masala Food Festival.

The two-day fair will convene on 14 to 15 June 2025 at the Bangkok Marriott Marquis Queen’s Park, featuring over 100 exhibitors presenting a magnificent collection of ready-to-wear and fashion, elegant jewellery, gastronomic pleasures, beverages, accompanied by performances by talented dancers, singers, and musicians. 

Hosted in the Thai Chitlada Grand Ballroom on the second floor of Bangkok Marriot Marquis Queen’s Park, the festivities will feature more food and beverage options than ever before. Guests can look forward to celebrated names such as Marigold by Chef Garima Arora, who are bringing the best of their Michelin-starred fare; NILA, Tambu, Punjab Grill, and Daryaganj, ushering innovative Indian fine-dining to exceptional levels; Red Catering, Sheraton Hua Hin Resort & Spa, Radisson Blu Plaza, Saras, and cuisine from Bangkok Marriott Marquis Queen’s Park, long-established names in the catering scene; as well as a range of delectable international cuisine from the likes of Uno Mas, Canton Disco, and Spicy Sombrero. 

The Masala Wedding Fair and Masala Food Festival presents celebrated fashion and jewellery brands from India presenting the best in quality wardrobe upgrades. 

Prestigious exhibitors such as Rawat Jewels, Khanna Jewellers, and designers Chhavvi Aggarwal, Son of a Noble and local fashion creatives — Suwannee by Sam, Intrika, Maison Grover, Sumedha Sehgal, and many other popular labels.

Key Information:

Date: 14 & 15 June 2025
Location: Thai Chitlada Grand Ballroom at Bangkok Marriott Marquis Queen’s Park,
199 Sukhumvit Soi 22, Khlong Tan, Khlong Toey, Bangkok, 10110.
Time: 1100 to 1930. Admission is free.

Website: www.masalathai.com

IMEX: TCEB unveils ‘3M’ for Business Events

BANGKOK, 27 MAY 2025: The Thailand Convention and Exhibition Bureau (TCEB) launched its latest campaign, “Meet in Thailand: Your Success, Your Moment”, during a media presentation at IMEX Frankfurt 2025 last week.

 Delivering “3M elements to generate higher value for events”, the presentation was led by TCEB Senior Vice President Puripan Bunnag.

“TCEB is always dedicated to making offerings that meet the shifting demands of the business world so that holding events in Thailand can deliver higher value, better return on investment and greater return on experiences. 

“After working in partnership with our stakeholders to overcome economic challenges, we have finally crafted “Meet in Thailand, Your Success, Your Moment” that focuses on 3M elements — MaxiMICE, Meaningful, Memorable — to offer upgraded resources and new ingredients in Thailand that will define events in a new light”.

MaxiIMICE invites clients to explore and maximise new products and services or enhanced and upgraded offerings in Thailand. They range from improved accessibility due to increased flights, more capable and potential city destinations, new investment in properties, growth of unconventional venues, a larger pool of qualified MICE manpower and standard-certified enterprises, richer options of localised experiences to stronger government support.

Meaningful content under the framework of Environmental, Social and Governance (ESG) is partly derived from TCEB’s policy to advance the performance of the MICE industry. It offers clients the possibility of making more purposeful events with measurable impacts. Thailand has developed low-carbon MICE routes; suppliers are certified by sustainable event management and professional bodies to design, audit and verify an event’s sustainable performances. 

Memorable events are achievable with strong hospitability, adaptability, and wealthy cultural assets. Thailand delivers ‘return on experiences’ thanks to an extensive network of creative sector stakeholders and event designers who work with local communities.

Thailand’s MICE landscape 

  • 15 events by European associations and corporates heading for venues in Thailand. 
  • This year, eight major convention and exhibition centres in Bangkok and its suburbs will be connected directly with BTS Sky Train and MRT Underground systems. 
  • Air France will start direct flights between Paris and Phuket in November 2025.
  • TCEB supports projects to create start-up business events and community festivals.
  • 2026 has been named MICE Celebration Year to mark the hosting of landmark business events. 
  • International Horticultural Exposition 2026 (Udon Thani International Horticultural Expo 2026).
  • World Congress on Pain. 
  • The Annual Meetings of the International Monetary Fund and the World Bank Group. 
  • Global Sustainable Tourism Conference 2026 
  • UFI Asia-Pacific Conference 2026. 

Top international events scheduled for Bangkok in 2026:

WFOT Congress (World Federation of Occupational Therapists Congress): This global gathering of occupational therapists will be held from 9 to 12 February 2026 at BITEC. It will focus on “Inspiring Change, Innovating Futures” in the field.

THAIFEX—HOREC Asia is a significant trade show for Southeast Asia’s hospitality and food service industry, taking place from 11 to 13 March 2026 at IMPACT Muang Thong Thani.

ASEAN (Bangkok) Smart Energy & Energy Storage Expo 2026: Scheduled for 25-27 March 2026 at Impact Exhibition Center, this Expo will feature cutting-edge technologies in energy storage, solar photovoltaic, and other renewable energy solutions.

ASEAN(Bangkok) HVAC & Cleanroom Industry Expo 2026: Also at Impact Exhibition Centre, Bangkok, from 25-27 March 2026, showcasing heating, ventilation, air conditioning, and cleanroom technologies.

Money20/20 Asia is a leading fintech event in Asia, bringing together influential leaders and decision-makers in banking, payments, fintech, tech, retail, and policy. It will be held from 21 to 23 April 2026 at the Queen Sirikit National Convention Center.

World of Coffee Asia 2026: Bangkok will host the third edition of World of Coffee Asia from 7 to 9 May 2026 at BITEC. This is a significant event for the speciality coffee industry.

World Bank Group (WBG) and International Monetary Fund (IMF) Annual Meetings: Bangkok will host these highly significant meetings in October 2026. This event brings together finance ministers, central bank governors, and senior executives from nearly 200 member countries, making it a major gathering for global economic discussions.Tomorrowland Thailand 2026: The renowned electronic dance music festival is set to debut in Thailand in 2026, marking a significant milestone for the country’s entertainment and tourism sectors. While precise dates and venues have yet to be officially announced, the event is anticipated to be in late 2026, potentially 18-20 July 2026 and 25-27 July 2026.

Vietjet orders A330-900s

HANOI, 27 MAY 2025: Vietjet has placed a new order with Airbus for 20 widebody A330-900 aircraft to support expansion over the next decade.

Vietjet Chairwoman Nguyen Thi Phuong Thao and Airbus International President Wouter van Wersch signed the agreement in Hanoi. Documents were exchanged in the presence of French President Emmanuel Macron and Vietnamese President Luong Cuong, during an official visit to the country by the French Head of State.

This long-term order will support Vietjet’s ongoing international network expansion, enabling the airline to increase flights on high-capacity routes across the Asia-Pacific region and introduce new future long-haul services to Europe.

Vietjet Chair Nguyen Thi Phuong Thao said: “Modern Airbus aircraft, with the latest efficiency and lower fuel consumption, have accompanied Vietjet’s growth and will continue to support our global flight network expansion. Vietjet remains dedicated to delivering greater connectivity and sustainable air travel for millions of passengers worldwide.”

The new contract with Vietjet doubles its firm orders for the A330neo to 40 aircraft. In addition, the carrier has 96 A320neo Family single-aisle aircraft on order. Vietjet operates an all-Airbus fleet comprising 115 single-aisle A320 Family aircraft and seven A330-300s.

Vietjet flies international services to Australia, India and Kazakhstan with its A330-300s, offering passengers enhanced comfort and greater choice, including in business class. 

Powered by the latest generation Rolls-Royce Trent 7000 engines, the A330-900 can fly 7,200 nm (13,300 km non-stop). The A330neo features the award-winning Airspace cabin, which offers passengers a unique experience, high comfort level, ambience, and design. This includes more individual space, enlarged overhead bins, a new lighting system and access to the latest in-flight entertainment and connectivity systems. 

At the end of April 2025, the A330 Family had won over 1,800 firm orders from more than 130 customers worldwide. As with all in-production aircraft, the A330neo can operate with up to 50% Sustainable Aviation Fuel (SAF), with a target to increase to up to 100% SAF capability by 2030.

Resorts World Sentosa unveils Singapore Oceanarium

SINGAPORE, 27 MAY 2025: Resorts World Sentosa announced this week that Singapore Oceanarium — a transformation of the former SEA Aquarium — will officially open its doors to the public on 23 July 2025.

More than just a new name, Singapore Oceanarium represents a bold remoulding of the original ocean institute that will inspire more profound knowledge of oceans and marine life.

Photo Credit: Resorts World Sentosa. The conceptual rendering of Ancient Waters features life-sized animatronics and replicas of prehistoric marine animals.

Three times larger than its predecessor, Singapore Oceanarium reimagines the ocean experience, spanning space (from shallow to deep sea) and time (from prehistoric oceans to the present day). Guests will journey across 22 purposefully designed zones that guide visitors from curiosity to commitment, building a powerful emotional connection with our marine world.

Adjacent to the Singapore Oceanarium, the Research and Learning Centre supports its mission to further education, marine research and conservation. The centre enhances Singapore Oceanarium’s robust educational offerings, equipped with immersive learning labs, workspaces, seminar rooms, and a rooftop event space. It provides advanced facilities for scientists and researchers to conduct valuable research work and drive marine science outreach on-site.

As a certified Green Mark Platinum Zero Energy building that uses solar power and smart design to minimise environmental impact, the centre also reflects the Oceanarium’s commitment to sustainability.

“Singapore Oceanarium represents the next frontier for marine education and sustainability,” said Resorts World Sentosa. Chief Executive Officer Tan Hee Teck. “We have created not just a destination, but a catalyst for change, a place where curiosity transforms into knowledge, and knowledge into real action.”

Singapore Oceanarium Vice President Lam Xue Ying added: “This transformation from SEA Aquarium to a purpose-driven institute has been years in the making. We are dedicated to inspiring a new generation of ocean stewards by taking ocean education and interactive storytelling to the next level through naturalistic habitats and immersive technology. We’re furthering our commitment to marine conservation, research and education, supported by academic partnerships, international accreditations and memberships, and our new Research and Learning Centre.”

The Singapore Oceanarium is located within Resorts World Sentosa on Sentosa Island. While the opening date is set for 23 July  2025, the specific opening hours and entrance fees have yet to be confirmed.

HTM 2025: Builds momentum for mountain tourism

SINGAPORE, 27 MAY 2025: The countdown begins to the 5th Himalayan Travel Mart (HTM 2025) that will welcome over 60 global travel buyers for the annual business and networking event held in Kathmandu, Nepal, from 3 to 5 June.

In its latest update, the HTM2025 organiser PATA Nepal Chapter welcomed Hilton Kathmandu as the “Premium Hospitality Partner and spotlighted event packages that include stays in Nepal pre and post-event.

Pacific Asia Travel Association Life Member and Sanctuary Resorts Guardian Hong Kong Andrew Jones joins the HTM2025 conference speakers.

HTM2025 has refreshed the buyer list, with more than 90% of global buyers attending confirmed as new and leading prospective tour operators, plus business events specialists who will hold business talks with over 65 exhibitors from Nepal’s tourism trade at the mart venue The Soaltee Kathmandu.

Held every June in Kathmandu, Himalayan Travel Mart is Nepal’s premier international travel and tourism trade show, facilitating unparalleled networking and business opportunities with valuable industry insights among the global tourism and hospitality organisations and individuals engaged in different aspects of tourism in the region.

Now in its 5th edition, the HTM attracts an impressive gathering of global buyers, diverse sellers, travel bloggers, influencers, keynote speakers, thought leaders, national and international media, travel industry professionals, and delegates worldwide. The mart will attract an overall attendance of 700 delegates for the opening event and the conference. At the same time, over 65 sellers will showcase travel products from Nepal, India, Bhutan, Bangladesh, Sri Lanka and Tibet (China) at the B2B travel mart. Sixty buyers are registered from 21 countries.

In an email update, HTM 2025 recently confirmed Pre-Mart familiarisation tours for Buyers, International travel bloggers, media, and influencers from 29 May to 2 June, leading up to the HTM Conference on 3 June, when the HTM inaugural ceremony kicks off proceedings followed by the Welcome Dinner Reception.

The Buyers and Sellers Meet (B2B Sessions) follows on 4 to 5 June 2025.

Speakers line-up

  • Khem Lakai
  • Chairman, PATA Nepal Chapter
  • Deepak Raj Joshi
  • CEO, Nepal Tourism Board (NTB)
  • Deepak Singh
    Chairman PATA New England Chapter President-Spiritual Journeys, LLC. Cambridge, MA, USA.
  • Shahid Hamid
  • Chairman, PATA Bangladesh Chapter
  • Sridhar Thota
  • General Manager Hilton Kathmandu
  • Daniel Tschudy
  • Consultant & Journalist in global hospitality, Switzerland
  • Andrew Jones
  • PATA Life Member Guardian of Sanctuary Resorts

Series by Marriott starts up in India

SINGAPORE, 27 May 2025: Marriott International has introduced its new collection brand for the midscale and upscale lodging segments — Series by Marriott — as the company continues to expand its lodging offerings worldwide.

Series by Marriott should expand Marriott’s global presence by bringing well-established regionally created brands and hotels that champion consistent quality and service into the Marriott Bonvoy portfolio. 

From left to right:  Kiran Andicot, Senior Vice President, Development – South Asia, Marriott International; John Toomey, Chief Commercial Officer, APEC – Marriott International; Ranju Alex, Regional Vice President, South Asia – Marriott International; Shawn Hill, Chief Development Officer, APEC – Marriott International; Rajeev Menon, President, APEC – Marriott International; Binod Chaudhary, Chairman of CG Corp Global; Rahul Chaudhary, Managing Director, CG Corp Global and CG Hospitality Global; Suhail Kannampilly, Managing Director, Concept Hospitality; Avneet Bhutani, Vice President – Asset Management, APEC – Marriott International; Raymond Tan, Senior Director of Hotel Development, APEC – Marriott International

Series by Marriott will offer guests comfortable stays in more places and provide regional owners access to the benefits of Marriott’s platforms, including the company’s award-winning Marriott Bonvoy loyalty program, all while maintaining their portfolio’s independent identity.

Series by Marriott marks its initial launch through a founding deal with Concept Hospitality Private Limited (CHPL) in India, a key growth market for Marriott. 

Established in 1996 by Param Kannampilly, CHPL, is one of India’s leading hotel management companies with a portfolio of six brands and over 100 hotels operating in 90 locations. Under the strategic agreement between CHPL and Marriott, CHPL’s flagship brands — The Fern, The Fern Residency, and The Fern Habitat — will affiliate with Series by Marriott on an exclusive basis across India, and Marriott will make a small equity investment in CHPL. The Fern portfolio is currently comprised of 84 open properties and 31 executed pipeline deals, totalling 115 properties and approximately 8,000 rooms. Fern properties are expected to join Marriott’s portfolio in India over time following discussions with the third-party hotel owners and execution of long-term franchise agreements with those owners. CG Hospitality, the hospitality division of the multi-national conglomerate CG Corp Global, is the majority stakeholder in CHPL.

Series by Marriott: Regionally created, globally connected the new brand delivers a simple and approachable experience with a focus on fundamentals and well-executed basics. Hotels in the portfolio will offer quality and value with clean, comfortable rooms, free Wi-Fi, daily coffee or tea, breakfast, fitness centres and meetings and event spaces available at certain properties. 

Hotels will reflect the regions and customers they serve while delivering Marriott’s global standards for safety and cleanliness. As part of the Marriott Bonvoy loyalty programme, members staying at Series by Marriott properties can earn and redeem points and enjoy member benefits.

In addition to its founding deal with CHPL, Marriott is also in active discussions about the Series by Marriott brand with owners in the United States, the Caribbean and Latin America, Europe, the Middle East, and Africa.

Cathay Pacific returns to Adelaide

HONG KONG, 27 MAY 2025: Cathay Pacific will add another destination to its Southwest Pacific network this winter with the resumption of non-stop flights between Hong Kong and Adelaide starting 11 November 2025. 

The three-weekly winter seasonal service resumes an essential connection between the airline’s home hub and the South Australian capital, providing more choices for customers travelling between Hong Kong, the Southwest Pacific and beyond.

Photo credit: Cathay Pacific.

Adelaide will be Cathay Pacific’s eighth destination in the Southwest Pacific, with the airline also operating year-round services between Hong Kong and Auckland, Brisbane, Melbourne, Perth and Sydney, and winter seasonal services to Cairns and Christchurch.

Cathay Chief Customer and Commercial Officer Lavinia Lau said: “We are thrilled to be reconnecting our home hub with Adelaide, a bustling city that holds particular significance for Cathay Pacific. We first launched passenger flights to the South Australian capital in 1992.

“With our return to Adelaide, we will be operating close to 90 return flights per week to eight destinations in the Southwest Pacific at the peak of this winter season, providing many choices for our customers travelling between the region and our home hub. Whether they are travelling for business, leisure, or to visit friends and relatives, we look forward to welcoming customers onboard and experiencing our signature Cathay Pacific service.”

Cathay Pacific will deploy an Airbus A350-900 aircraft on the Hong Kong-Adelaide route, providing three classes: business (flat beds), premium economy and economy. 

Flight schedules are as follows (all times local, subject to change and regulatory approval):

Hong Kong-Adelaide (11 November 2025 – 27 March 2026)

Together, Cathay Pacific and low-cost carrier HK Express are adding 16 destinations to their expanding global network this year, with more announcements to come. Within the first half of this year, the Cathay Group’s international network will reach 100 passenger destinations worldwide.

So far in 2025, Cathay Pacific has already launched non-stop passenger services to Hyderabad, Dallas and Urumqi. Still to come this year are Rome (5 June), Munich (16 June), Brussels (3 August) and now Adelaide (11 November).

MAG steps up Google AI partnership

KUALA LUMPUR, 27 MAY 2025: Malaysia Airlines (MAG) and Google have expanded their commercial partnership to redefine travel through artificial intelligence, data-driven marketing, and innovative digital experiences.

Building on a successful collaboration since 2024, the renewed partnership marks a significant step forward in Malaysia Airlines’ digital transformation journey. The focus now shifts from consumer showcases to deeper integration of AI-powered marketing and end-to-end digital innovation across the airline’s ecosystem.

Photo credit: MAG Facebook — Manjoj Thawani.

As part of this ongoing partnership, Malaysia Airlines and Google unveiled an AI showcase at the MATTA Fair to bring Malaysia Airlines’ signature campaign “Time For” to life. The showcase featured an on-ground pilot of Veo, Google’s image-to-video generation technology.

This interactive experience allowed visitors to bring their favourite travel memories to life using Google’s state-of-the-art video generation tool — simply by uploading a photo and watching it transform into a dynamic video, ready to be shared across social platforms. The activation underscored both partners’ commitment to pushing the boundaries of personalised and immersive travel engagement.

This partnership’s core is a mutual commitment to elevating the traveller journey. Google Gemini’s advanced AI capabilities will power next-generation personalisation across multiple customer touchpoints, aligning with Malaysia Airlines’ ambition to become the gateway to Asia and support Malaysia’s broader goals as a regional aviation and tourism hub, in line with Visit Malaysia 2026.

Malaysia Aviation Group Chief Commercial Officer of Airlines, Dersenish Aresandiran, said: “This is about transforming how we connect with our customers — from inspiration to booking, to every interaction across the journey. By leveraging Google’s advanced technology and global expertise, we’re unlocking new opportunities, enhancing the travel experience, and reinforcing Malaysia’s appeal as a world-class tourism destination. This partnership reinforces our commitment to supporting the goals of Visit Malaysia Year 2026 (VMY2026) by positioning Malaysia as the gateway to Asia and beyond.”

The partnership is now formalised under a bold new Joint Business Plan, closely aligned with Malaysia Airlines’ commercial growth strategy and brand aspirations. 

Key focus areas 

AI-Powered Performance Marketing: Leveraging Google’s Performance Max and AI-enhanced Search tools to drive smarter, data-led marketing outcomes.

Global Brand Building via YouTube: Launching targeted campaigns in the UK, ANZ, Japan, and key ASEAN markets to grow international brand affinity.

Agile Innovation Culture: Embedding a ‘test and learn’ mindset to accelerate innovation across the customer journey.First-Party Data Activation: Unlocking deeper customer insights to drive loyalty through Enrich and premium cabin offerings.