In-flight hospitality is enjoying a renaissance – one driven by smarter technology, more thoughtful curation and a renewed focus on what truly matters to passengers.
Smart cabins
For Nomusa Khumalo, Chief Customer Officer at Tourvest Retail & Catering( which has partnered with FlySafair to provide and manage the airline’ s onboard retail services), the most exciting innovations are fundamentally changing how passengers engage with the cabin environment.
“ There are a couple of exciting items ranging from personalised experiences to technological innovations through the introduction of smart cabins,” she says.“ These include AI-driven entertainment, high-speed Wi-Fi and streaming capabilities that now allow passengers to enjoy personalised content on demand.”
From LIFT’ s perspective, innovation isn’ t just technological – it’ s philosophical, too.“ In-flight hospitality is evolving from quantity to quality, from standardised service to thoughtful curation,” says Ryno Mocke, Onboard Product Specialist at LIFT.“ At LIFT, we are redefining what a complimentary service can look like by focusing on carefully selected products and meaningful partnerships.”
Mocke notes that their offering is designed to stay fresh and ever-evolving to suit changing tastes, with about 80 % of products sourced locally.“ This commitment supports South African businesses that care deeply about what goes into the packet and what ends up on the plate,” he says. And more innovation is on the horizon:“ There are some big things coming in 2026, including new brand partnerships and a major refresh of our catering model.”
Technology that makes travel more personal
Data is at the centre of Tourvest’ s strategy for creating intuitive travel experiences.“ We capture the passenger before they fly … through ground-store purchases, pre-order choices as well as mid-flight shopping,” Khumalo explains. This integrated view creates opportunities for seamless personalisation across the journey, from airport retail to holiday activities.
LIFT takes a slightly different approach but with the same end goal: more human, more responsive service.“ Technology is helping airlines create more personal, human experiences,” says Mocke. Even within a complimentary model, LIFT is exploring digital storytelling via QR codes and responsive menus that evolve with passenger preferences.
Sustainability driving meaningful change
Both Tourvest and LIFT see sustainability as non-negotiable in shaping tomorrow’ s onboard experience.
Khumalo says that at Tourvest they pride themselves on technological and product innovations that are geared towards aiding in reducing our carbon footprint. This dovetails with industrywide efforts in waste reduction, fleet modernisation and sustainable aviation fuels.
LIFT’ s commitment is equally embedded.“ Sustainability is central to how we design our onboard experience,” says Mocke. The airline works with suppliers to reduce waste, minimise single-use plastics and use degradable or recyclable packaging. Local sourcing is a key strategy too, helping reduce transport emissions while uplifting homegrown producers.
Dining with intention
Passenger expectations have changed dramatically, and airlines are rising to meet them.
“ Travellers demand more from their inflight experience, with dining shifting from basic service to curated experiences that reflect cultural authenticity,” notes Khumalo.
Healthier and plant-based options are increasingly standard, paired with premium collaborations and allergenfriendly meals.
Mocke, too, has witnessed that evolution.“ Travellers today care about what they consume. They value freshness, flavour and origin more than volume.”
Beverages tell a story
The beverage offering, once an afterthought, is now a signature component of the in-flight experience.
For Khumalo, the space is vibrant with new possibilities – from craft cocktails, premium wines and locally inspired drinks to artisanal mocktails and speciality teas and coffees.
Mocke shares that enthusiasm.“ The growing demand for premium coffee, speciality teas, and local craft beverages reflects a broader lifestyle shift.”
Service that feels human
Technology may elevate convenience, but exceptional service still hinges on people. As Khumalo puts it:“ It begins with exceptional cabin crew who embody the airline’ s customer-centric brand identity, warmth and care.”
Paired with smart systems and proactive communication that feels just right at every stage of the journey, the result is service that reduces anxiety and amplifies delight.
Mocke frames it in terms of authenticity.“ Exceptional service today means being genuine, intuitive and human.”
From AI-driven cabins to hyper-local menus, from QR-coded storytelling to sustainability-led curation, in-flight hospitality is undergoing a fundamental reimagining. The result is a future where flying feels not only more comfortable, but more connected – to place, to people and to purpose. TT
2026 / TRADE & TASTE 65