Emirates, ADR, Qatar Airways, Royal Schiphol Group, SAS, Munich Airport, TUI, Groupe ADP and more to pitch on stage in Dublin for FTE EMEA Innovate Awards

The following article was published by Future Travel Experience

Find out more about the shortlisted airlines, airports, vendors and startups pitching in the FTE EMEA Innovate Awards, which will be at the epicentre of the co-located APEX FTE EMEA and APEX FTE Ancillary & Retailing events (Dublin, 10-12 June).

Future Travel Experience is delighted to unveil the shortlist for the third edition of the FTE EMEA Innovate Awards – the region’s largest and most respected innovation competition. Taking place at the heart of the APEX FTE EMEA and Ancillary & Retailing events in Dublin (10-12 June 2025), this year’s awards spotlight the most forward-thinking organisations across the air transport industry. Finalists from leading airlines, airports, and vendors will pitch their trailblazing initiatives live on stage, with the winners decided by our expert judges and audience votes. Congratulations to the shortlisted companies: Qatar Airways, Emirates, TUI, SunExpress, and SAS in the Most Innovative Airline Initiative category; Aeroporti di Roma, Royal Schiphol Group, Munich Airport, Berlin Brandenburg Airport and Groupe ADP in the Most Innovative Airport Initiative category; and Mata Logistics, Arcube, Nomtek, and Hands In in the Best New CX Concept category.

Each of the shortlisted entrants will pitch on-stage in Dublin in an effort to impress our judges and audience, whose all-important votes will decide who wins. Find out more about why they made the shortlist and what they will present in the pitch sessions. Register for APEX FTE EMEA and APEX FTE Ancillary & Retailing – one registration provides access to both events >>

Most Innovative Airline Initiative shortlist 

Qatar Airways’ AI-powered conversational booking platform Sama

Qatar Airways is shortlisted for Sama – the world’s first AI-powered, real-time conversational booking system. With Sama, travellers can naturally speak or type their preferences to search, book, and refine flights without following a rigid step-by-step process. Whether planning a solo getaway or a family holiday, Sama tailors itineraries on the fly, offering a seamless, intuitive alternative to traditional booking forms. Supporting multiple languages and integrated across Qatar Airways’ website, app, and Qverse metaverse platform, Sama is available 24/7 and designed to improve accessibility for users with visual, mobility, or literacy challenges. Developed in under six weeks, Sama has already delivered measurable success, including high customer satisfaction and strong return on ad spend. Beyond enhancing the customer journey, the platform also reduces call centre volume, supports sustainability through digital-first operations, and positions Qatar Airways as a pioneer in the evolution from form-based booking to conversational commerce.

Emirates’ One Device programme empowering crew with real-time data and tools

Emirates is shortlisted for its One Device programme – a transformative, large-scale initiative that has equipped over 28,000 cabin crew with intuitive, data-rich iPads, redefining onboard service and operational efficiency. Built around a suite of in-house applications including the core KiS App, F&B App, and Crew Pulse “super app,” the platform empowers crew to deliver seamless, personalised service with real-time access to passenger profiles, operational updates, and onboard tools. Fully adopted across all cabin classes and crew ranks by Q4 2024, One Device supports every phase of the crew journey – from training at Emirates’ College to live inflight operations. It’s already driving measurable impact, from faster Business Class meal service to increased crew confidence and consistency. Sustainability benefits are also significant, with the elimination of 1,500+ pages of printed manuals per crew member and reduced meal waste through precise data capture. With a holistic ecosystem and global 24/7 support, Emirates is setting a new benchmark in digital empowerment and elevating its hallmark hospitality through smart, scalable innovation.

TUI’s Iridium-powered streaming and messaging platform for inflight digital engagement

TUI is shortlisted for its “Streaming and Connectivity” initiative – a milestone in the airline’s digital transformation that brings meaningful in-flight connectivity and entertainment to passengers in a cost-effective, scalable, and sustainable way. Developed with Immfly and powered by the Iridium Certus network, TUI is the first commercial airline to offer WhatsApp messaging via this technology, while also enabling live payment validation and modular wireless IFE across its fleet. Passengers can use their own devices to access curated entertainment, real-time flight information, and book destination experiences mid-flight via TUI Musement – transforming the aircraft into an extension of the holiday journey. Since launching in August 2024, over 23% of passengers have engaged with the platform, with strong CSAT gains recorded, especially in the Nordics where TUI achieved its highest-ever mid-haul satisfaction scores. With a lightweight antenna, plug-and-play installation, and multi-language capabilities, the system has already been deployed on 26 aircraft with plans for 59 by summer 2025. This initiative sets a new benchmark for what’s possible with narrowband connectivity – delivering value for passengers, revenue growth for the airline, and a blueprint for sustainable innovation.

SunExpress’ machine learning model for accurate fuel planning and emissions reduction

SunExpress is shortlisted for its pioneering use of machine learning to enhance flight planning accuracy, reduce fuel consumption, and lower carbon emissions. The airline developed a dynamic model that predicts passenger baggage weight more precisely for each flight, addressing a key operational uncertainty that directly impacts fuel planning. Since going live in April 2024, the system has reduced the aircraft’s zero fuel weight error by 100–150 kg per flight, contributing to annual savings of $1 million and an average CO₂ reduction of 6.2 kg per flight. This shift from fixed assumptions to flight-specific, real-time estimates has also automated manual processes, increased confidence among operational teams, and reduced error margins – bringing the ZFW error down from 650 kg to 479 kg. SunExpress has not only delivered clear financial and sustainability results but has also laid the groundwork for scalable, data-driven operations aligned with its future growth. This initiative sets a compelling example of how AI can be practically applied to drive smarter, greener aviation.

SAS’ ‘Destination Unknown’ loyalty experience

SAS is shortlisted for its groundbreaking “Destination Unknown” initiative – an exclusive EuroBonus loyalty experience that redefines redemption travel through mystery, anticipation, and emotional connection. Members used their points to book a return trip without knowing the destination until just before landing, unlocking a curated journey filled with local experiences, surprise moments, and elevated service. The concept sparked immediate engagement, with over 6,000 signups in 24 hours for just 180 seats – all claimed within 32 seconds. Post-trip feedback revealed a Net Promoter Score of 91 and a 96% desire to repeat the experience, showcasing its emotional impact. Beyond customer satisfaction, “Destination Unknown” acted as a loyalty growth engine, driving signups, increasing points activity, and generating over $1.2 million in earned media, with standout coverage from outlets like Fox Business News and The Points Guy. The flight also ran on sustainable aviation fuel, reflecting SAS’s commitment to responsible innovation. By blending loyalty, community, and surprise, SAS has delivered a bold, high-impact concept that brings storytelling and brand engagement to the heart of the travel experience.

Most Innovative Airport Initiative shortlist

Aeroporti di Roma’s airport-wide innovation ecosystem and startup accelerator

Aeroporti di Roma (ADR) – a Corporate Partner of the FTE Digital, Innovation & Startup Hub – is shortlisted for its comprehensive and visionary innovation programme, which is redefining the role of airports through digital transformation, sustainability, and a relentless focus on improving the passenger experience. As Italy’s largest airport operator and the seventh busiest in Europe, ADR has created a thriving innovation ecosystem centred around its on-site Innovation Hub at Rome Fiumicino Airport – the first of its kind in Europe – where global startups develop, test, and implement solutions in a live operational environment.

In 2024 alone, ADR received 389 startup applications with over 700 project proposals, resulting in high-impact collaborations. Highlights include: SeeTrue’s AI-powered security screening to enhance operational efficiency; Outsight’s LiDAR-based flow monitoring for improved crowd management and real-time visibility; Aindo’s predictive modelling using synthetic data to optimise retail and F&B sales; and Flyoro’s feasibility study to establish SAF blending stations – a major step toward greener aviation.

Beyond external partnerships, ADR has built a strong culture of internal innovation. Its Innovation Cabin Crew mentors startups with real-world expertise, while the ADR Hangar intrapreneurship programme has already engaged over 250 employees and produced 53 project ideas. ADR is also the first airport in Europe to integrate autonomous WHILL wheelchairs into its PRM services, further demonstrating its inclusive and passenger-centric approach.

Through this bold and integrated strategy – supported by the launch of its own corporate venture fund ADR Ventures – ADR is not only delivering measurable results today but building a sustainable, entrepreneurial model for the airport of tomorrow.

Hear more from Aeroporti di Roma at the co-located APEX FTE EMEA and APEX FTE Ancillary & Retailing events, taking place in Dublin on 10-12 June 2025. Giovanni Gennaro, Head of Open Innovation, Aeroporti di Roma, will deliver a special presentation titled “The ‘Airports for Innovation’ network launched by Aeroporti di Roma (ADR) now includes 10 leading airports worldwide, who test and implement a variety of cutting-edge solutions simultaneously. What are the key results to date, and what are the main takeaways from the first joint ‘Call for Startups’?” Register for APEX FTE EMEA and APEX FTE Ancillary & Retailing – one registration provides access to both events >>

Royal Schiphol Group’s sustainable taxiing project and hydrogen-powered ground power unit

Royal Schiphol Group – a Corporate Partner of the FTE Digital, Innovation & Startup Hub – is shortlisted for not one, but two standout initiatives that reflect its commitment to operational innovation and sustainability leadership in the aviation sector. The first, its Autonomous Crew Transport Pilot, addresses the critical driver shortage affecting airport efficiency across Europe. In collaboration with KLM, KLC, and Ohmio, Schiphol trialled self-driving buses to transport crew along one of the airport’s busiest airside roads. Over 10 days, the buses operated 95% of the time in autonomous mode, moved 153 crew members, and received high scores for safety, comfort, and reliability. With 86% of crew willing to use the system again, the trial marks a pivotal step toward safer, smarter, and more resilient airport operations. The second, the Hydrogen Ground Power Unit (H-GPU), is a world-first innovation that overcomes the limitations of battery-powered ground support equipment. Developed with partners in the TULIPS consortium, this zero-emission unit delivers higher power, longer uptime, and quieter operation—ideal for wide-body aircraft and remote platforms. Following successful testing powering over 50 turnarounds, Schiphol is expanding its hydrogen ecosystem with a tow truck and pickup truck, showcasing a scalable solution for airports worldwide. Together, these innovations position Royal Schiphol Group at the forefront of rethinking ground operations – not only to meet internal goals but to reshape the global standard for sustainable and efficient airport ecosystems.

Hear more from Royal Schiphol Group at the co-located APEX FTE EMEA and APEX FTE Ancillary & Retailing events, taking place in Dublin on 10-12 June 2025. Silvia Rey Abeijón, Innovator, Innovation Hub, Royal Schiphol Group, is participating in a session focused on ‘Laying the foundations for an automated future – insights from industry pioneers’ with a presentation titled ‘How is Royal Schiphol Group progressing with its ambitious plans to make AMS an autonomous airport by 2050, and what has it achieved already?’ Register for APEX FTE EMEA and APEX FTE Ancillary & Retailing – one registration provides access to both events >>

Munich Airport’s PM@MUC process mining platform driving real-time operational efficiency

Munich Airport is shortlisted for its PM@MUC initiative – a cutting-edge process mining programme that brings data-driven transparency and real-time optimisation to both operational and administrative workflows. By unlocking insights hidden within existing systems, PM@MUC empowers the airport to act as a true conductor of its processes, enhancing efficiency in areas such as baggage handling, delay code clearing, IT service management, and accounts payable. A standout feature is its near-real-time alerting capability, which enables proactive interventions and automated responses to potential disruptions, improving operational resilience and customer satisfaction.

Since its rollout, PM@MUC has delivered a six-figure monetary impact through cost savings and efficiency gains, reduced baggage irregularities (IRREGs), and improved employee satisfaction across departments. With more than 50 active users from Aviation, Accounting, and IT, and data integrated from key systems like the AODB and ERP platforms, the initiative has achieved widespread adoption. PM@MUC also sets the stage for future cross-organizational collaboration with airlines, fostering a shared ecosystem for AI-driven process improvement. By merging innovation, transparency, and measurable value, PM@MUC represents a bold step forward in airport process excellence.

Berlin Brandenburg Airport’s AI-driven customer service platform Melli

Berlin Brandenburg Airport (BER) – a Corporate Partner of the FTE Digital, Innovation & Startup Hub – is shortlisted for its transformative AI-powered customer service solution, Melli, which has redefined airport call centre operations through cutting-edge automation, accessibility, and scalability. Developed in collaboration with local startups KiNOVA and Parloa, Melli replaces the traditional outsourced call centre with a multilingual, 24/7 AI solution that now serves passengers in German, English, Polish, and Spanish with native fluency. Launched in March 2025 after just three months of development, Melli has already handled over 10,000 calls and 12,000 minutes of interaction without system failures or wait times, achieving a customer satisfaction rate of over 80%.

The platform is integrated with real-time flight data and intelligently routes inquiries – from security to media – ensuring passengers receive instant, accurate support while streamlining internal workflows. Operational costs have been reduced by more than 65%, while service availability has expanded from limited hours to round-the-clock assistance. Melli’s impact also extends beyond customer care: by analysing information gaps and caller feedback, it continuously evolves, improving service quality and coverage. As it expands into chatbot and internal support use cases, Melli positions BER as a leader in scalable, AI-driven passenger service innovation – delivering measurable efficiency, satisfaction, and strategic foresight.

Groupe ADP’s AirportMarket circular economy platform for airport equipment

Groupe ADP is shortlisted for its groundbreaking AirportMarket Second Hand Equipment platform – a global first-of-its-kind marketplace designed to support the circular economy in aviation while strengthening solidarity across the airport ecosystem. Operated by one of the world’s largest airport groups, the initiative connects over 250 airports across five continents, enabling the reuse of reconditioned and certified airside and landside equipment. What sets this project apart is its triple impact: it is circular (repurposing equipment between airports), solidary (supporting smaller airports with low-CAPEX, high-service solutions), and environmental (delivering 2,100 tons of CO₂ savings in 2023 alone, split equally between seller and buyer).

With €2 million in revenue generated in both 2023 and 2024, and a 50% hit rate from proforma to purchase order, AirportMarket has proven itself commercially viable and environmentally meaningful. By facilitating the reuse of valuable assets, Groupe ADP not only helps small and medium-sized airports recover from the challenges of the COVID-19 crisis, but also redefines resource efficiency in aviation with a model rooted in sustainability, cooperation, and innovation.

Best New CX Concept shortlist

MATA’s revenue-generating transformation of the arrival baggage carousel 

MATA is shortlisted for its patented system that reimagines the arrival baggage experience and unlocks new revenue streams for airports – a space that has remained largely unchanged since the inception of air travel. By transforming the traditional baggage claim carousel, MATA introduces three untapped avenues for commercial gain while simultaneously enhancing the passenger experience. The solution has already undergone successful simulations and onsite evaluations across airports in Saudi Arabia. MATA’s breakthrough approach aims to turn a historically stagnant part of the airport journey into a dynamic and revenue-generating opportunity.

Arcube’s post-flight technology to transform idle miles into loyalty incentives

Arcube is shortlisted for its game-changing Post-Flight Technology – the first solution designed to turn idle loyalty points into a powerful rebooking incentive. Unlike traditional loyalty programs focused on the top 5% of flyers, Arcube addresses the vast majority of travellers who fly just a few times a year and often disengage after their journey ends. By converting unused miles into hyper-personalised ancillaries after the flight – such as fast-track security for those delayed at screening – Arcube “locks” value into the passenger’s next booking, increasing return rates and average order value. In a 12-month pilot with Etihad Airways, the platform helped generate $1.6 million in new revenue and boosted order value by 10.4%, with nearly half the participants new to the airline’s loyalty program. With a growing pipeline of 16 airline partners and backing from major travel tech leaders, Arcube is redefining loyalty for a price-sensitive, experience-driven generation and solving one of the industry’s most overlooked gaps: the post-flight moment.

Nomtek’s immersive Apple Vision Pro inflight entertainment platform

Nomtek is shortlisted for its Apple Vision Pro Inflight Entertainment (AVP IFE) platform, which transforms each seat into a private spatial-computing suite. Rather than isolating passengers, AVP IFE overlays immersive AR/VR content onto the real cabin environment—preserving situational awareness while delivering theatre-scale entertainment, destination previews, and tactile shopping experiences. The headset-based system replaces traditional seat-back screens, reducing aircraft weight by up to 1.5kg per seat and cutting fuel burn by ~55 tonnes per aircraft annually on an A350 fleet. It also streamlines operations with centralized content updates and direct headset integration of safety announcements. Passenger testing has shown significant gains in satisfaction, spend, and safety briefing recall. Already validated in trials with Beond and Lufthansa and showcased at AIX 2025, the system achieved a +0.9 CSAT boost and an 84% increase in ancillary spend. By reimagining IFE as a revenue generator and sustainability driver, Nomtek delivers a certifiable, future-ready solution that pushes inflight engagement into a new immersive era.

Hands In’s flexible split payment technology for high-value and group bookings

Hands In is shortlisted for its game-changing split payment solutions that are transforming how high-value and group transactions are handled in travel, hospitality, and ticketing. By enabling payments to be split across multiple cards or shared between group members, Hands In removes key friction points that often lead to cart abandonment or failed payments. Its Decline Recovery feature allows customers to retry transactions using multiple cards if funds are insufficient, significantly increasing conversion rates and rescuing sales that would otherwise be lost. In just six months with Air Europa, Hands In generated $6 million in additional revenue and recovered $2.5 million from failed transactions. With conversion rates as high as 95.1% and strategic partnerships with leading payment orchestration platforms like Checkout.com and BR-DGE, Hands In is proving its scalability and impact. By eliminating outdated payment pain points and creating a seamless, flexible checkout experience, Hands In is driving real commercial results and redefining what’s possible in digital payments. Register for APEX FTE EMEA and APEX FTE Ancillary & Retailing – one registration provides access to both events >>

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Emirates, ADR, Qatar Airways, Royal Schiphol Group, SAS, Munich Airport, TUI, Groupe ADP and more to pitch on stage in Dublin for FTE EMEA Innovate Awards