The World Travel Catering & Onboard Services Expo (WTCE) has announced a new interactive product discovery space for its 2026 show, which will take place April 14-16 in Hamburg, Germany.
The Discover Zone is a new display area dedicated to the latest onboard-ready products and is powered by Colleqt QR, allowing all event attendees to scan QR codes to learn more about particular products.
For VIP buyers, it goes a step further. Upon scanning a product, these attendees will receive a personalised sample bag with their curated selection.
“Instead of leaving with samples that don’t fit their offering, [VIP buyers] can curate exactly what interests them,” explained Simone Walli, Member of WTCE’s Journey Circle and Culinary Art, and F&B Onboard Concepts Manager at Austrian Airlines.
“That’s better for everyone and significantly less wasteful.”
Over 30 brands across snacks, confectionery and drinks will have the chance to highlight a selection of their top products and latest innovations. These include AAB Inflight, Hand Off Wines, La Martiniquaise, Gut Springenheide GmbH, Wonderful Brands, Kiboni GmbH, APAC, Kimirica Hunter International and Ozori Industries, alongside many more.
“The cabin environment is fast-moving into a personalised experience,” said Shona Thomson, Event Manager of WTCE.
“Airlines are seeking new ways to discover products that can physically improve the passenger journey. The Discover Zone is designed to meet this need and allow a wider range of brands to lead the conversation at WTCE through a more connected and efficient experience for airline buyers.”
The Discover Zone can be found in Hall A4 adjacent to the VIP Buyer Lounge. Procurement professionals from over 100 airlines are already registered to attend the 2026 show.
