The Onboard Awards’ most prestigious accolade, previously known as Cabin Concept of the Year, has been renamed Onboard Experience of the Year for 2027, reflecting a broader focus on the complete passenger journey.
The award has been redefined to recognise organisations that have designed and delivered a fully integrated onboard experience, bringing together multiple elements of the journey rather than focusing on a single product, service or cabin concept.
Entries must demonstrate excellence across at least four areas of the onboard experience, including service and crew experience, food and beverage, technology and digital experience, comfort and wellbeing, cabin environment and onboard delivery, sustainability and operational design.
Judges will assess the strength and clarity of the overall concept, the integration of different passenger touchpoints, innovation in service design and delivery, quality and consistency of execution, and the resulting impact on passengers.
Particular emphasis will be placed on how effectively the different elements work together. The award is intended to recognise experiences in which service, products, technology and operational delivery combine to create a coherent end-to-end journey, rather than simply rewarding excellence in individual components.
The award is open to experiences delivered across air, rail and cruise, with all submissions assessed within a single award framework. Where appropriate, judges may recognise standout entries across different operating models, including full-service, low-cost and private aviation, where the strength of execution warrants separate recognition.
The change reflects the evolving nature of the onboard experience, with passengers increasingly encountering a combination of physical, digital and service touchpoints throughout their journey.
For entrants, the award therefore provides an opportunity to showcase a broader programme or transformation rather than a standalone innovation.
All shortlisted entries will receive editorial exposure in Onboard Hospitality magazine, online promotion on onboardhospitality.com for 12 months, and promotion through the publication’s newsletters and digital channels.
The 2027 winner will be announced at the World Travel Catering & Onboard Services Expo (WTCE) and Aircraft Interiors Expo (AIX) in Hamburg in April 2027. The winner will also receive an official winner logo for marketing use and editorial coverage in Onboard Hospitality.
Entries for the 2027 Onboard Awards open on September 1 2026.
