New innovations giving greater choice to passengers in their airline meal were highlighted as further illustrating their importance in enabling carriers to differentiate their brands during yesterday's Passenger Experience conference in Hamburg.

Presenting new research in hospitality trends, Raymond Kallou, founder of, picked out several new initiatives including Do & Co's collaboration with Austrian Airlines, under which last minute economy customers out of Vienna can still pre-order à la carte meal at the airport. "They have managed to get the time between pre-order and flight down to one hour," he notes.

He also highlights the new Air Baltic mix and match menu, which will launch next month. Under the initiative passengers can choose from 20 pre-order options up to a day before the flight.

Talking about the brand benefits to an airline of celebrity chefs during an earlier panel debate at the conference, Teague principal brand specialist Devin Liddell noted that this kind of co-branding provides strong opportunities for airlines. "Its positive for an airline anytime you can brand it as 'we are the only airline brand with X or Y' onboard," he says. "I think you we will see more of it."

Source: Flight Daily News