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Future Travel Experience Awards Spotlight Munich, Heathrow, Ryanair and More in 2026 APEX FTE Ceremony
On 10 June 2026 Future Travel Experience (FTE) announced the winners of the APEX FTE World Airline Ancillary and World Airport Retailing Awards. The ceremony took place at the RDS in Dublin, co‑located with the APEX FTE EMEA and Ancillary & Retailing events that ran from 9‑11 June.
The awards were decided by a voting process that involved FTE Advisory Board members and other trusted collaborators. Twenty‑five airlines and twenty‑five airports were shortlisted; three airlines and three airports received bronze, silver and gold trophies.
Airport Retailing winners
Gold – Munich Airport – Munich Airport was awarded the gold trophy for its pioneering approach to airport retailing. The award highlighted the airport’s role in developing the Commercial Collaboration Playbook, which was launched in partnership with FTE at the Dublin event. The playbook provides practical guidance for airlines, airports and partners on creating new commercial opportunities through closer collaboration.
Munich Airport’s retail strategy also includes a partnership with Lufthansa and Miles & More that uses passenger behaviour data to deliver personalised offers and premium product opportunities. The airport has deployed a range of advanced retail technologies, including contactless shopping, smart vending machines, digital kiosks, self‑checkout facilities and AI‑powered shopping assistants. Its MyAirport app offers personalised offers, pre‑order capabilities and mobile payment, allowing travellers to engage with retail services before arriving.
Silver – Heathrow – Heathrow received the silver award for strengthening commercial performance while improving passenger experience. In 2025 the airport’s retail revenue reached £791 million. Heathrow’s strategy is built around four pillars: Digital Growth, Experiential, Space Optimisation and Compelling Offer. Digital initiatives include Pay in Advance for Reserve and Collect, a single‑sign‑on function and the AI‑powered customer‑service agent Hallie, which resolves a large proportion of passenger enquiries in real time.
Heathrow also expanded experiential retail, adding food and beverage options in Terminal 5, developing the Eastern Business Park and upgrading the Windsor Suite VIP lounges. The airport’s Digital Click & Collect service gives passengers flexibility and convenience.
Bronze – iGA Istanbul Airport – iGA Istanbul Airport earned the bronze trophy for blending digital technology with world‑class retail. The airport uses advanced data analytics, immersive technologies and personalised services to create a retail environment that serves its diverse international passenger base. Augmented reality allows passengers to explore 3D representations of retail outlets before entering stores, while frictionless retail technologies such as expanded contactless payment reduce transaction times.
Airline Ancillary winners
Gold – Ryanair – Ryanair was awarded gold for its ancillary revenue generation, digital innovation and data‑driven retailing. For the nine months ended 31 December 2025, ancillary revenue increased 6 % to more than €4 billion, outpacing traffic growth of 4 %. In the quarter ended 31 December 2025, ancillary revenue rose 7 % to €1.11 billion. Ryanair’s strategy relies on sophisticated analytics and dynamic pricing models, especially for carry‑on baggage.
The airline also expanded its ancillary ecosystem through a partnership with CarTrawler, integrating car‑rental booking into the Ryanair website and myRyanair app, and through fast‑track airport services available at more than 90 European airports.
Silver – Finnair – Finnair received the silver award for strong ancillary performance and its role in modern airline retailing. In 2025, ancillary revenue grew 10.3 % to €200.4 million, with revenue per passenger rising 8.1 % to €16.87. Finnair became the first carrier to launch a native order with Amadeus Nevio, allowing passengers to purchase flights, ancillaries, transfers, hotels and destination experiences in a single order.
Bronze – AirAsia – AirAsia earned bronze for its effective ancillary ecosystem powered by digital innovation. In 2025, fourth‑quarter ancillary revenue reached RM299 million (US$75 million) and per‑passenger ancillary spend increased 13 %. AirAsia’s MOVE platform integrates flights, accommodation, car rentals, airport transfers and lifestyle services into a single digital ecosystem.
Digital Transformation Power Lists
FTE also released its Digital Transformation Power Lists for the EMEA region. Six executives were recognised for “Exceptional Ambition and Orchestration”. Notable names include Mustafa Egilmezbilek, Chief Information Officer at SunExpress Airlines; Jorge Saco, Chief Information, Procurement, Services and Innovation Officer at International Airlines Group; Vera Jakobsen, Vice President Digital at Munich Airport; Lennert l’Amie, Chief Information Officer at Royal Schiphol Group; Steve Armitage, Head of Technology, Design & Innovation at Heathrow; and Emanuele Calà, SVP Transformation & Technology at Aeroporti di Roma.
The list highlights leaders who have built in‑house tech talent, co‑created solutions with partners and startups, and driven large‑scale digital initiatives across airlines and airports.
APEX Best™ Awards
APEX used its partnership with TripIt® from Concur® to gather anonymous passenger feedback. Over one million flights were rated by passengers across more than 600 airlines. The single‑screen rating system allowed passengers to rate seat comfort, cabin service, food and beverage, entertainment and Wi‑Fi in under 15 seconds.
The awards and recognitions underscore the growing importance of data‑driven retail, ancillary revenue and digital transformation in the aviation sector. Airports and airlines that invest in personalised experiences, advanced retail technologies and collaborative commercial models are positioned to capture higher margins and improve passenger satisfaction.
Looking ahead
Munich Airport plans to expand its use of artificial intelligence and augmented reality, including virtual fitting rooms and AI‑driven inventory management. Heathrow is working to broaden Hallie’s presence on its website and app, while Ryanair continues to develop AI‑powered recommendation engines for onboard retail. Finnair’s native order platform will be further enhanced with bundled products and loyalty programme integration.
The 2026 awards highlight the sector’s shift toward integrated digital ecosystems that combine travel services, retail, and ancillary revenue streams. As airlines and airports continue to innovate, the next round of awards will likely focus on how these technologies translate into measurable commercial gains and improved passenger experience.
The awards were decided by a voting process that involved FTE Advisory Board members and other trusted collaborators. Twenty‑five airlines and twenty‑five airports were shortlisted; three airlines and three airports received bronze, silver and gold trophies.
Airport Retailing winners
Gold – Munich Airport – Munich Airport was awarded the gold trophy for its pioneering approach to airport retailing. The award highlighted the airport’s role in developing the Commercial Collaboration Playbook, which was launched in partnership with FTE at the Dublin event. The playbook provides practical guidance for airlines, airports and partners on creating new commercial opportunities through closer collaboration.
Munich Airport’s retail strategy also includes a partnership with Lufthansa and Miles & More that uses passenger behaviour data to deliver personalised offers and premium product opportunities. The airport has deployed a range of advanced retail technologies, including contactless shopping, smart vending machines, digital kiosks, self‑checkout facilities and AI‑powered shopping assistants. Its MyAirport app offers personalised offers, pre‑order capabilities and mobile payment, allowing travellers to engage with retail services before arriving.
Silver – Heathrow – Heathrow received the silver award for strengthening commercial performance while improving passenger experience. In 2025 the airport’s retail revenue reached £791 million. Heathrow’s strategy is built around four pillars: Digital Growth, Experiential, Space Optimisation and Compelling Offer. Digital initiatives include Pay in Advance for Reserve and Collect, a single‑sign‑on function and the AI‑powered customer‑service agent Hallie, which resolves a large proportion of passenger enquiries in real time.
Heathrow also expanded experiential retail, adding food and beverage options in Terminal 5, developing the Eastern Business Park and upgrading the Windsor Suite VIP lounges. The airport’s Digital Click & Collect service gives passengers flexibility and convenience.
Bronze – iGA Istanbul Airport – iGA Istanbul Airport earned the bronze trophy for blending digital technology with world‑class retail. The airport uses advanced data analytics, immersive technologies and personalised services to create a retail environment that serves its diverse international passenger base. Augmented reality allows passengers to explore 3D representations of retail outlets before entering stores, while frictionless retail technologies such as expanded contactless payment reduce transaction times.
Airline Ancillary winners
Gold – Ryanair – Ryanair was awarded gold for its ancillary revenue generation, digital innovation and data‑driven retailing. For the nine months ended 31 December 2025, ancillary revenue increased 6 % to more than €4 billion, outpacing traffic growth of 4 %. In the quarter ended 31 December 2025, ancillary revenue rose 7 % to €1.11 billion. Ryanair’s strategy relies on sophisticated analytics and dynamic pricing models, especially for carry‑on baggage.
The airline also expanded its ancillary ecosystem through a partnership with CarTrawler, integrating car‑rental booking into the Ryanair website and myRyanair app, and through fast‑track airport services available at more than 90 European airports.
Silver – Finnair – Finnair received the silver award for strong ancillary performance and its role in modern airline retailing. In 2025, ancillary revenue grew 10.3 % to €200.4 million, with revenue per passenger rising 8.1 % to €16.87. Finnair became the first carrier to launch a native order with Amadeus Nevio, allowing passengers to purchase flights, ancillaries, transfers, hotels and destination experiences in a single order.
Bronze – AirAsia – AirAsia earned bronze for its effective ancillary ecosystem powered by digital innovation. In 2025, fourth‑quarter ancillary revenue reached RM299 million (US$75 million) and per‑passenger ancillary spend increased 13 %. AirAsia’s MOVE platform integrates flights, accommodation, car rentals, airport transfers and lifestyle services into a single digital ecosystem.
Digital Transformation Power Lists
FTE also released its Digital Transformation Power Lists for the EMEA region. Six executives were recognised for “Exceptional Ambition and Orchestration”. Notable names include Mustafa Egilmezbilek, Chief Information Officer at SunExpress Airlines; Jorge Saco, Chief Information, Procurement, Services and Innovation Officer at International Airlines Group; Vera Jakobsen, Vice President Digital at Munich Airport; Lennert l’Amie, Chief Information Officer at Royal Schiphol Group; Steve Armitage, Head of Technology, Design & Innovation at Heathrow; and Emanuele Calà, SVP Transformation & Technology at Aeroporti di Roma.
The list highlights leaders who have built in‑house tech talent, co‑created solutions with partners and startups, and driven large‑scale digital initiatives across airlines and airports.
APEX Best™ Awards
APEX used its partnership with TripIt® from Concur® to gather anonymous passenger feedback. Over one million flights were rated by passengers across more than 600 airlines. The single‑screen rating system allowed passengers to rate seat comfort, cabin service, food and beverage, entertainment and Wi‑Fi in under 15 seconds.
The awards and recognitions underscore the growing importance of data‑driven retail, ancillary revenue and digital transformation in the aviation sector. Airports and airlines that invest in personalised experiences, advanced retail technologies and collaborative commercial models are positioned to capture higher margins and improve passenger satisfaction.
Looking ahead
Munich Airport plans to expand its use of artificial intelligence and augmented reality, including virtual fitting rooms and AI‑driven inventory management. Heathrow is working to broaden Hallie’s presence on its website and app, while Ryanair continues to develop AI‑powered recommendation engines for onboard retail. Finnair’s native order platform will be further enhanced with bundled products and loyalty programme integration.
The 2026 awards highlight the sector’s shift toward integrated digital ecosystems that combine travel services, retail, and ancillary revenue streams. As airlines and airports continue to innovate, the next round of awards will likely focus on how these technologies translate into measurable commercial gains and improved passenger experience.
