FORMIA presents successful FORUM365 in Cannes

FORMIA, the international guest amenity and hospitality specialist, earlier this month presented its trend-watching findings and consumer trends research at FORUM365 — the annual industry forum hosted by FORMIA — which was held during the annual industry forum in Cannes at the JW Marriott.

By continuously tracking trends in lifestyle, fashion and design, FORMIA is able to translate its findings into innovative new ideas aimed at improving airlines’ inflight services.

Presented by Marco Serusi, Senior Consultant of SimpliFlying who is well known for his cutting-edge research into the latest aviation marketing and social media trends, the forum highlighted how airlines can differentiate themselves from others. Serusi pointed out that airlines try to find new ways to make their brands stand out, but only a few succeed. He added that some airlines have found success by associating their brand with an idea and owning it.

The forum concluded that to be successful, each brand needs to "own" a differentiating element which with its brand can become associated. For example, the brand that is well-known in Finnair’s region is Marimekko, and the brand’s collaboration with the airline became very successful in Asia. Likewise, Turkish Airlines has successfully associated itself with quality food thanks to DO & CO catering. In either case, established brands can use their image to help airlines stand out with something that does not originate in the aviation world and therefore, will be harder for competitors to replicate.

FORMIA’s next FORUM365 is scheduled to take place in April 2017 at the World Travel Catering and Onboard Catering Expo (WTCE) in Hamburg.