The foundation of the Global Inflight Retail Association (GIRA) was announced during AmberSky 2026 in Riga, Latvia.
The new independent industry body is a non-profit organisation which has been established to define shared standards, performance benchmarks and coordinated regulatory advocacy for the rapidly evolving inflight retail sector.
Inflight retail is undergoing fundamental changes around the world. What was once limited to analogue trolley sales has expanded into connected, data-driven ecosystems spanning onboard Wi-Fi portals, personal devices, seatback screens and integrated post-flight commerce.
Economic pressure and recessionary conditions in multiple regions have made ancillary revenue central to airline strategy.
As digital payments evolve and fraud risk increases, and as national trade and consumer protection frameworks become more country-specific and protectionist, onboard commerce risks being shaped by rules designed for ground-based retail rather than aviation.
Unlike broader aviation associations, GIRA is focused exclusively on onboard commerce. Its mandate is to standardise retail performance measurement, facilitate neutral collaboration between airlines and suppliers, and represent the sector in policy discussions affecting inflight retail operations worldwide.
GIRA will be governed by an eight-member board of directors with equal representation from airlines and suppliers to preserve independence and strategic balance. Headquartered in Riga, Latvia, the association will operate within the European Union while maintaining a regulatory presence in Brussels.
In its first year, GIRA will prioritise engagement with EU policymakers on inflight retail taxation and regulatory alignment, publish a three-year strategic roadmap with defined key performance indicators (KPIs) and introduce a member platform to facilitate benchmarking and collaboration. It will also expand airline and supplier membership globally.
Founding members include Aleksejs Romanovs, the new Managing Director of GIRA, Revaz Mandaria (Wizz Air), Laura Rösges (AirFi Aero), Edgars Koškinsand and Zigmārs Valujevs.
Laura Rösges, CEO of AirFi Aero and Chairwoman of GIRA, explained: “The inflight retail ecosystem has evolved rapidly over the past decade, but without shared standards or a unified voice. Airlines and suppliers are solving the same challenges in isolation. GIRA will provide an independent framework for benchmarking performance, aligning regulatory engagement and defining common KPIs. If we do not act collectively, others will define the rules of our industry for us.”
“The reason we’re doing it now is because, right now, we see an urgency,” she explained to employees of airlines and suppliers during AmberSky.
“Despite its global reach, inflight retail operates without shared performance standards, aligned data definitions or consistent regulatory representation. Airlines and suppliers often work in silos, navigating divergent procurement systems, reporting frameworks and cross-border tax and payment regimes,” continued Rösges.
Board member Revaz Mandaria said: “I think if we are all together in this, then our voice is not going to be a background voice. It’s actually a huge industry…and I really do hope we will be as excited as I am about this, and we can really make some change.”
Aleksejs Romanovs, Managing Director of GIRA, emphasised: “The idea is not to make a profit. The idea is to serve as a collective voice of the industry.”
The 2026 edition of AmberSky took place in Riga from February 17-19. Future AmberSky events will take place under the name of GIRA.
