At this year’s WTCE 2025 in Hamburg, deSter is bringing a fresh perspective with its theme ‘Elevate Your Travel’, a vision that focuses on enhancing every aspect of the passenger experience, not just in premium cabins but throughout the entire aircraft.
In the second in a series of interviews with its senior team, we chat with Daniel Knies, Senior Category Director Premium Dining.
What does ‘Elevate Your Travel’ mean to you?
‘Elevate Your Travel’ is about transforming inflight dining into an exquisite and memorable experience, one that extends far beyond simply serving a meal. Exceptional tableware is at the heart of this transformation, seamlessly blending functionality, aesthetics and innovation to bring elegance to 30,000 feet. Our mission is to transform ordinary moments into extraordinary ones, ensuring every guest onboard feels valued and indulged.
How do you bring this vision to life in the premium cabin dining experience?
The premium cabin offers more flexibility and space than other sections of the aircraft, yet it still comes with its own set of constraints, such as weight limitations and storage considerations. Our approach is to refine every detail of the dining experience, adding subtle yet impactful touches that passengers may not consciously recognise but will undeniably feel. Whether it’s the interplay of textures and materials, the careful use of colour, or a reimagined design, these elements come together to create a truly elevated experience.
Today, brand differentiation is more important than ever and premium dining has become a key pillar of an airline’s identity. By offering sophisticated, high-quality tableware, we help airlines craft a unique and refined brand experience – one that stays with passengers long after their journey ends.
What are your highlights at WTCE within premium dining?
We look forward to showcasing our latest premium tableware collections, featuring cutting-edge innovations redefining inflight dining. This year we will be featuring lightweight materials that not only enhance the aesthetic appeal but also improve efficiency and space savings. Our new colour-glazing techniques introduce a modern, bespoke touch, allowing airlines to further personalise their dining experience. And, of course, we have a few surprises designed to help cabin crews create special, memorable moments onboard.
Beyond aesthetics, our solutions are designed with both operational efficiency and sustainability in mind. Airlines visiting our booth will discover how our latest advancements blend sophistication with practicality, redefining premium cabin dining in a way that enhances both service and sustainability.
What are you most looking forward to at WTCE this year?
WTCE is the premier event for connecting with airline partners, industry leaders and catering experts to shape the future of onboard dining. We look forward to engaging discussions, exchanging insights and collaborating on innovations that elevate the premium passenger experience.
Most importantly, we want visitors to leave our booth inspired, having seen firsthand how exceptional tableware can transform air travel, making it both luxurious and seamlessly practical.
To find out more from deSter, check out our interview with Senior Category Director – Main Cabin Ruud Vanderheyden here.
