All airlines are motivated to increase in-flight and discretionary sales. But with only a fixed number of passengers and limited time, how do they do this? We worked with a major European airline to find out how.

What We Did

In less than six weeks, we were able to conduct an extensive research programme including an academic review, crew interviews, and observations of crew and passenger behaviour. A wealth of fascinating insights emerged. From the redesign of the in-flight menus to specific words used by the crew on flight announcements. Our research also identified six ‘hot seats’ on a plane that trigger increased in-flight purchases.


We prioritised three opportunities most likely to cause in-flight revenue to take off, resulting in increased in-flight purchases and boosts to average spend per passenger.


A major European Airline