MUC, Ryanair, LHR, Finnair, IST and AirAsia recognised in APEX FTE Ancillary & Retailing Awards, plus Digital Transformation Power List winners announced
The following article was published by Future Travel Experience
Future Travel Experience has announced the winners of the APEX FTE World Airline Ancillary and World Airport Retailing Awards 2026, as well as the airline and airport leaders from this year’s FTE Digital Transformation Power List EMEA.
On 10 June 2026, Future Travel Experience announced the winners of the APEX FTE World Airline Ancillary and World Airport Retailing Awards, as well as the airline and airport leaders from the FTE Digital Transformation Power List EMEA. The presentation ceremony was held at the co-located APEX FTE EMEA and Ancillary & Retailing events, which took place at the RDS Dublin on 9-11 June 2026. Winners were also announced in the APEX Best
Awards.
25 airlines and 25 airports were shortlisted for the APEX FTE World Airline Ancillary & APEX FTE World Airport Retailing Awards 2026. Three airlines and three airports were awarded with bronze, silver and gold trophies, further to a voting process conducted through FTE Advisory Board members, and other key trusted collaborators.
APEX FTE World Airport Retailing Award Gold winner: Munich Airport
Munich Airport earned Gold recognition for its pioneering approach to airport retailing and commercial collaboration, consistently demonstrating how innovation, partnership, and technology can drive both enhanced passenger experiences and commercial success.
A key factor in Munich Airport’s achievement is its role in the development of the Commercial Collaboration Playbook, which was unveiled exclusively at the APEX FTE Ancillary & Retailing event. The Playbook is designed to provide practical guidance for airlines, airports, and industry partners seeking to unlock new commercial opportunities through closer collaboration. By helping to translate strategic concepts into actionable initiatives, Munich Airport is helping shape the future of commercial partnerships across the aviation sector.
The airport has also distinguished itself through its innovative retail partnerships, particularly its collaboration with Lufthansa and Miles & More. By leveraging passenger behaviour insights and purchasing trends, the partnership has created highly personalised retail experiences that drive engagement, improve customer satisfaction, and generate increased retail revenues through targeted offers and premium product opportunities.
Munich Airport continues to lead the industry in the deployment of advanced retail technologies. Contactless shopping solutions, smart vending machines, digital kiosks, self-checkout facilities, and AI-powered shopping assistants have all contributed to a more seamless and efficient passenger journey. The airport’s MyAirport App further enhances this experience through personalised offers, pre-order capabilities, and mobile payment functionality, enabling travellers to engage with retail services before they even arrive at the terminal.
Looking ahead, Munich Airport remains committed to pushing the boundaries of airport retail through emerging technologies such as artificial intelligence and augmented reality. Planned enhancements including virtual fitting rooms, AI-driven inventory management, and personalised product bundles underline its ambition to create increasingly tailored and frictionless retail experiences. Through its commitment to innovation, collaboration, and customer-centricity, Munich Airport continues to set new standards for airport retail excellence.
APEX FTE World Airport Retailing Award Silver winner: Heathrow
Heathrow was awarded Silver in recognition of its continued success in strengthening commercial performance while delivering an increasingly seamless and engaging passenger experience. The airport’s retail revenues grew to £791 million in 2025, reflecting the effectiveness of a strategy that combines digital innovation, experiential retail, space optimisation, and a compelling commercial offering.
At the heart of Heathrow’s approach are four strategic pillars: Digital Growth, Experiential, Space Optimisation, and Compelling Offer. Together, these priorities are helping the airport create a dynamic retail environment that responds to evolving passenger expectations while supporting long-term revenue growth.
A major area of progress has been Heathrow’s investment in digital services. The introduction of Pay in Advance for Reserve and Collect has enabled passengers to pre-order products and collect them at their convenience, improving both efficiency and customer satisfaction. The launch of Single Sign-On functionality has further streamlined the passenger journey by providing easier access to a range of airport services through a unified digital experience.
Heathrow has also embraced the potential of artificial intelligence through the deployment of Hallie, its generative AI customer service agent. By successfully resolving a large proportion of passenger enquiries in real time, Hallie is enhancing customer support while improving operational efficiency.
Alongside its digital transformation, Heathrow continues to invest in experiential retail and premium passenger experiences. Expanded food and beverage offerings in Terminal 5, the development of the Eastern Business Park, and enhancements to the Windsor Suite VIP lounges demonstrate a commitment to creating memorable and differentiated experiences. The airport has also strengthened its retail proposition through the rollout of Digital Click & Collect services, giving passengers greater flexibility and convenience when shopping.
Through its balanced focus on innovation, customer experience, and commercial performance, Heathrow continues to reinforce its position as one of the world’s leading airport retail environments.
APEX FTE World Airport Retailing Award Bronze winner: iGA Istanbul Airport
iGA Istanbul Airport was awarded Bronze in recognition of its innovative approach to blending digital technology with world-class retail experiences. By combining advanced data analytics, immersive technologies, and personalised services, the airport has created a retail environment that delivers both convenience and engagement for its diverse international passenger base.
A defining feature of iGA Istanbul Airport’s strategy is its seamless integration of digital and physical retail channels. Using sophisticated customer insights and behavioural analytics, the airport is able to better understand passenger preferences across multiple touchpoints, including emerging digital platforms and metaverse environments. This enables the delivery of highly targeted and personalised retail experiences that drive customer engagement and commercial performance.
Among its most notable innovations is the use of augmented reality technology within the airport’s retail ecosystem. Passengers can explore interactive 3D content and virtual representations of retail outlets, allowing them to browse products and engage with brands before entering stores. This immersive approach transforms the shopping experience, creating new opportunities for discovery and interaction while supporting retail conversion.
Personalisation is another cornerstone of iGA Istanbul Airport’s success. Through advanced algorithms and data-driven insights, passengers receive relevant offers and recommendations tailored to their shopping behaviours and preferences. This capability is particularly valuable in supporting the airport’s premium retail proposition, which features an extensive portfolio of luxury and exclusive brands designed to appeal to international travellers.
The airport has also invested heavily in frictionless retail technologies, including expanded contactless payment capabilities across key retail locations. These initiatives reduce transaction times and improve convenience, helping to create a more seamless shopping experience.
By continually investing in cutting-edge retail technologies and customer-centric innovation, iGA Istanbul Airport is setting new standards for airport retailing. Its ability to combine immersive digital experiences, personalised engagement, and premium retail offerings has established it as one of the industry’s most forward-thinking commercial environments.
APEX FTE World Airline Ancillary Award Gold winner: Ryanair
Ryanair secured Gold recognition for its outstanding achievements in ancillary revenue generation, digital innovation, and data-driven retailing. The airline continues to demonstrate how a highly sophisticated ancillary strategy can drive both commercial performance and customer engagement at scale.
The strength of Ryanair’s approach is reflected in its financial performance. During the nine months ended 31 December 2025, ancillary revenues increased by 6% to more than €4 billion, outperforming traffic growth of 4%, while spend per passenger rose by 2%. This momentum continued during the quarter ended 31 December 2025, with ancillary revenues increasing 7% to €1.11 billion, again exceeding traffic growth and highlighting the effectiveness of the airline’s retail strategy.
A key differentiator is Ryanair’s highly advanced, data-led approach to ancillary pricing and merchandising. By leveraging sophisticated analytics and dynamic pricing models, the airline is able to optimise the presentation and pricing of products based on multiple customer and journey variables. This approach has delivered particularly strong results in products such as carry-on baggage, which has grown significantly as a proportion of overall ancillary revenue.
Ryanair has also continued to expand its ancillary ecosystem through strategic partnerships and new product offerings. Its recently announced partnership with CarTrawler delivers a fully integrated car rental booking experience through the Ryanair website and myRyanair App, creating additional convenience for passengers while generating valuable ancillary revenue opportunities. Fast-track airport services, available through partnerships with more than 90 European airports, further demonstrate the airline’s ability to offer relevant products at key moments in the customer journey.
Innovation remains central to Ryanair’s future ambitions. The airline is investing heavily in digital capabilities developed in-house, including enhancements to onboard retail and service delivery. New functionality enables passengers to pre-order food, beverages, and retail products directly through the inflight experience, while future plans include AI-powered recommendation engines, personalised bundles, and increasingly sophisticated retail personalisation. Through its relentless focus on innovation, scale, and customer value, Ryanair continues to set the benchmark for ancillary revenue excellence.
APEX FTE World Airline Ancillary Award Silver winner: Finnair
Finnair was awarded Silver in recognition of its strong ancillary revenue performance and its pioneering role in advancing Modern Airline Retailing. Through a combination of innovative technology, customer-centric product development, and long-term strategic investment, the airline is creating a more seamless and personalised travel retail experience.
In 2025, Finnair’s ancillary revenue increased by 10.3% to €200.4 million, significantly outperforming traffic growth of 2%. Ancillary revenue per passenger rose by 8.1% to €16.87, driven by higher uptake of baggage products, travel extras, seat reservations, and loyalty programme-related services. Enhanced dynamic pricing capabilities have further strengthened performance, enabling the airline to better align offers with customer preferences and demand patterns.
A major factor behind Finnair’s success is its commitment to modernising airline retail technology. The airline became the first carrier globally to create a native order as the launch customer for Amadeus Nevio, marking an important milestone in the transition towards Modern Airline Retailing. This new approach enables travellers to purchase and manage flights, ancillaries, transfers, hotels, and destination experiences through a single order, simplifying the entire travel journey from booking through to arrival.
Finnair has also introduced a growing range of ancillary bundles designed to provide customers with greater value, flexibility, and convenience. Its transition from legacy technology platforms to native order capabilities allows bundled products to be offered more effectively, creating opportunities for improved personalisation while simplifying purchasing decisions for travellers.
These developments form part of Finnair’s broader strategy for 2026-2029, which places customer needs at the centre of investments in ancillary services, retailing capabilities, and loyalty programme enhancements. By combining innovative retail technology with a clear focus on customer experience, Finnair is helping shape the future of airline retailing while delivering strong commercial results.
APEX FTE World Airline Ancillary Award Bronze winner: AirAsia
AirAsia was awarded Bronze in recognition of its continued success in developing a highly effective ancillary revenue ecosystem powered by digital innovation, personalisation, and strategic platform integration. Following the unification of AirAsia Berhad and AirAsia Aviation Group Limited under AirAsia X Berhad, the Group has strengthened its ability to deliver a seamless and connected customer experience across its growing portfolio of travel services.
Ancillary revenue remains a core component of AirAsia’s business model and a key driver of profitability. In 2025, the airline reported strong ancillary revenue growth, with fourth-quarter ancillary revenue reaching RM299 million (US$75 million) and per-passenger ancillary spend increasing by 13%. This performance reflects the success of a strategy focused on personalised offers, dynamic pricing, and bundled products tailored to customer preferences.
A significant contributor to this success has been the continued development of the AirAsia MOVE platform, which integrates flights, accommodation, car rentals, airport transfers, and lifestyle services into a single digital ecosystem. By creating a seamless travel experience that extends beyond the flight itself, AirAsia has generated higher conversion rates, increased customer engagement, and additional revenue opportunities across the traveller journey.
The airline has also embraced advanced analytics and artificial intelligence to enhance ancillary retailing. Dynamic pricing models are used across products such as baggage, seat selection, and inflight meals, enabling offers to be tailored according to factors including route, demand, and customer behaviour. At the same time, AI-driven recommendation engines are helping to deliver personalised onboard offers and bundled products that improve both customer satisfaction and commercial performance.
Looking ahead, AirAsia continues to expand its ancillary proposition beyond traditional airline services. Through post-arrival products, destination experiences, travel insurance, priority services, and an increasingly connected digital platform, the airline is creating a more integrated travel ecosystem. This commitment to innovation and personalisation has positioned AirAsia as one of the industry’s most dynamic ancillary revenue success stories.
FTE Airline/Airport Digital Transformation Power Lists EMEA: ‘Exceptional Ambition and Orchestration’
Future Travel Experience (FTE) launched the FTE Airline/Airport Digital Transformation Power Lists to shine a light on the most transformative digital change enablers within the airline and airport industry in the EMEA region, who are pioneering new approaches that have the potential to improve travel for passengers and make the industry safer, more efficient and commercially successful.
24 leading figures from airlines and airports across the region were nominated, with six of them recognised for ‘Exceptional Ambition and Orchestration’, further to a voting process conducted through FTE Advisory Board members, and other key trusted collaborators. This year we honed-in on those executives whose organisations truly have industry-leading digital strategies at the epicentre of their business and are going about their leadership and delivery of that ambition in a unique fashion to ensure they achieve those goals – because true innovation is rarely achieved by simply putting out an RFP to the market in our view. It’s about being progressive and leading from the front, developing incredible in-house tech talent and co-creating solutions with partners, established suppliers and startups that would never come into existence otherwise. If you want unique outcomes you must take a unique approach to how you get there, and our winners are certainly doing that.
FTE Airline Digital Transformation Power List EMEA: Mustafa Egilmezbilek, Chief Information Officer, SunExpress Airlines
Since joining SunExpress as Chief Information Officer in 2021, Mustafa Egilmezbilek has played a pivotal role in shaping the airline’s digital transformation journey, helping build a modern, agile, and data-driven organisation. Under his leadership, SunExpress has developed a comprehensive information systems strategy aligned with its long-term business ambitions, ensuring technology investments deliver measurable value and support future growth.
A key focus has been the adoption of a product-centric operating model, enabling faster innovation cycles, greater customer focus, and continuous improvement. Egilmezbilek has also championed the creation of cross-functional ‘fusion teams’ that bring together business and technology expertise, helping accelerate decision-making and strengthen collaboration across the organisation.
Data, artificial intelligence, machine learning, and hyper-automation are central to SunExpress’ transformation strategy, driving operational efficiency, improved forecasting, and enhanced customer understanding. Egilmezbilek has further fostered a culture of innovation through engagement with startup communities and emerging technology partners. His leadership is helping position SunExpress at the forefront of digital transformation in aviation, earning him a place on the FTE Airline Digital Transformation Power List EMEA 2026.
FTE Airline Digital Transformation Power List EMEA: Jorge Saco, Chief Information, Procurement, Services and Innovation Officer, International Airlines Group
Keith Walters, Group Transformation Lead, International Airlines Group (IAG), collected the Power List certificate on behalf of Jorge Saco, Chief Information, Procurement, Services and Innovation Officer, IAG. At a time when artificial intelligence is reshaping the aviation landscape, Jorge Saco is helping position International Airlines Group (IAG) – a Corporate Partner of the FTE Digital, Innovation & Startup Hub – at the forefront of technology-driven innovation. Since being appointed Chief Information, Procurement, Services and Innovation Officer in 2023, he has played a key role in advancing a transformation strategy that spans IAG’s portfolio of airlines, including British Airways, Iberia, Aer Lingus, Vueling, and LEVEL.
Under Saco’s leadership, IAG is accelerating the adoption of emerging technologies such as generative AI, mixed reality, robotics, and automation, with a focus on enhancing customer experiences, improving operational performance, and supporting sustainability goals. AI has become a cornerstone of the Group’s innovation agenda, supported by the launch of IAG.ai labs in London and Barcelona to foster experimentation, collaboration, and product development.
Saco has also championed open innovation through initiatives such as the IAGi Accelerator, which connects startups with real-world aviation challenges and opportunities. By combining technology leadership with a strong culture of innovation, he is helping shape the future of aviation and earns recognition on the FTE Airline Digital Transformation Power List EMEA 2026.
See the full FTE Airline Digital Transformation Power List EMEA >>FTE Airport Digital Transformation Power List EMEA: Vera Jakobsen, Vice President Digital, Munich Airport
From autonomous robots and AI-powered passenger services to collaborative innovation programmes, Vera Jakobsen is helping shape the future of the connected airport at Munich Airport – a Corporate Partner of the FTE Digital, Innovation & Startup Hub. As Vice President Digital, she leads the airport’s digital transformation agenda, overseeing digital strategy, innovation management, data-driven marketing, digital products, and process optimisation while fostering collaboration across Munich Airport’s growing digital community.
Under Jakobsen’s leadership, Munich Airport is leveraging robotics, automation, and artificial intelligence to enhance operational efficiency and elevate the passenger experience. Initiatives such as JEEVES and Ottobot are demonstrating the practical benefits of service robotics, while projects including BagBOT and evoBOT are exploring how automation can transform airside operations and baggage handling.
Jakobsen has also championed a highly collaborative approach to innovation through initiatives such as Airports for Innovation, FTE Smart Ramp, and the MUC2030 innovation roadmap. Combined with Munich Airport’s LabCampus innovation ecosystem, these partnerships are accelerating the development and deployment of new technologies. Through her leadership, Munich Airport continues to strengthen its position as one of Europe’s leading digital and innovation-focused airports, earning Jakobsen recognition on the FTE Airport Digital Transformation Power List EMEA 2026.
FTE Airport Digital Transformation Power List EMEA: Lennert l’Amie, Chief Information Officer, Royal Schiphol Group
Bas Scheepers, Business Development Director, Aviation Solutions by Schiphol Group, collected the Power List certificate on behalf of Lennert l’Amie, Chief Information Officer, Royal Schiphol Group. With a bold vision centred on autonomous operations, artificial intelligence, and data-driven decision-making, Lennert l’Amie is helping shape the future of airport operations at Royal Schiphol Group – a Corporate Partner of the FTE Digital, Innovation & Startup Hub. As Chief Information Officer, he is leading Schiphol’s digital transformation agenda and supporting the delivery of Vision 2050, an innovation strategy that balances incremental improvements with transformational and disruptive technologies.
Under l’Amie’s leadership, Schiphol is advancing the use of AI, machine learning, robotics, automation, and the Internet of Things to create a smarter and more connected airport ecosystem. AI-powered solutions are already improving passenger flow management, gate planning, and operational predictability, while autonomous technologies such as self-driving baggage vehicles are helping optimise ground operations and support sustainability goals.
Collaboration is central to Schiphol’s approach, with active participation in initiatives including FTE Smart Ramp and BOOST, alongside partnerships with airlines, technology providers, and innovation consortia. Combined with investments in digital twins, private 5G infrastructure, and autonomous systems, these efforts are helping establish Schiphol as a model for the next generation of intelligent airports. For his leadership in driving this vision, Lennert l’Amie is recognised on the FTE Airport Digital Transformation Power List EMEA 2026.
FTE Airport Digital Transformation Power List EMEA: Steve Armitage, Head of Technology, Design & Innovation, Heathrow
At one of the world’s busiest hub airports, Steve Armitage is helping drive a technology-led transformation that is reshaping how Heathrow – a Corporate Partner of the FTE Digital, Innovation & Startup Hub – operates and serves its passengers. As Head of Technology, Design & Innovation, he is leading initiatives that harness digitalisation, intelligent automation, connected devices, and advanced data capabilities to improve operational performance and customer experience across the airport ecosystem.
Under Armitage’s leadership, Heathrow is deploying artificial intelligence, machine learning, Internet of Things technologies, robotics, and autonomous systems across a wide range of operational areas, from passenger services and baggage handling to airside operations. Major investments, including Heathrow’s £1.3 billion infrastructure programme, are supporting the rollout of innovations such as AI-enabled camera networks designed to enhance operational resilience and accelerate aircraft turnaround processes.
Armitage has also championed a practical, test-and-learn approach to innovation, working closely with technology partners to pilot new solutions and build long-term organisational capability. Combined with initiatives such as the AIRHART digital orchestration platform and next-generation baggage systems, these efforts are helping position Heathrow at the forefront of airport digital transformation. For his leadership in advancing this vision, Steve Armitage is recognised on the FTE Airport Digital Transformation Power List EMEA 2026.
FTE Airport Digital Transformation Power List EMEA: Emanuele Calà, SVP Transformation & Technology, Aeroporti di Roma
Letizia Petrarca, Head of Innovation Hub & Intrapreneurship, Aeroporti di Roma, collected the Power List certificate on behalf of Emanuele Calà, SVP Transformation & Technology, Aeroporti di Roma and Managing Director of ADR Ventures. By combining open innovation, startup collaboration, and cutting-edge technology deployment, Emanuele Calà is helping transform Aeroporti di Roma (ADR) – a Corporate Partner of the FTE Digital, Innovation & Startup Hub – into one of aviation’s most dynamic innovation ecosystems. As SVP Transformation & Technology and Managing Director of ADR Ventures, he is spearheading initiatives that position Rome Fiumicino Airport as a global testbed for next-generation airport technologies.
Under Calà’s leadership, ADR has built a thriving innovation platform through programmes such as Runway to the Future and ADR Ventures, supporting startups that are developing solutions to improve airport operations, passenger experience, and sustainability. Collaboration is central to this approach, with ADR playing a leading role in initiatives such as Airports for Innovation and partnerships that accelerate the adoption of emerging technologies across the aviation sector.
Artificial intelligence, robotics, automation, and IoT are now embedded across multiple areas of the airport, from predictive operational management and baggage handling to passenger services and autonomous cleaning solutions. Through his commitment to fostering innovation at scale and bridging the gap between startups and real-world airport operations, Calà is helping shape the future of the smart airport and earns recognition on the FTE Airport Digital Transformation Power List EMEA 2026.
See the full FTE Airport Digital Transformation Power List EMEA >>APEX Best Awards
APEX leverages its incredible partnership with TripIt® from Concur®, the world’s most used travel-organising app, to gather anonymous passenger feedback based on neutral, third-party passenger feedback and insights for the honours. For the 2026 awards, over one million flights were rated by passengers across more than 600 airlines from around the world using a five-star scale. On the same screen, passengers were given the opportunity to provide anonymous ratings in five inflight subcategories: seat comfort, cabin service, food and beverage (presented in conjunction with IFSA), entertainment, and Wi-Fi. The single screen rating allows airline passengers to easily rate their flight in less than 15 seconds.
Learn more by visiting the Airline Passenger Experience Association (APEX) website here.
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MUC, Ryanair, LHR, Finnair, IST and AirAsia recognised in APEX FTE Ancillary & Retailing Awards, plus Digital Transformation Power List winners announced
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