In an era where digital platforms know what we want before we do, the aviation industry is racing to keep up. Hyper-personalization promises a seamless, intuitive and even delightful passenger journey from curb to gate. But is it always welcome? Is it scalable? And is it truly what passengers want? This panel brings together experts from across the aviation ecosystem to explore the promise and pitfalls of hyper-personalization. We’ll unpack the business case, the tech, the ethics and the human side of tailoring travel, asking whether this is the right future or just the next shiny new thing.

• Algorithmic curation versus serendipitous discovery. As hyper-personalization narrows choices to match predicted preferences, are we losing the joy of unexpected encounters and diverse experiences in travel?
• Data-driven personalization versus privacy trade-offs. How can digital tools balance the promise of seamless, customized journeys with growing concerns around data privacy and consent? What is the return on investment for my data?
• Human-centered design for emotional connection. What is the added value of the human in the system?
• Adaptive infrastructure for dynamic passenger journeys. What does it take to build emotionally excellent airport environments that respond in real time to shifting passenger flows and preferences?
• From preferences to satisfaction: is there a direct line? Does meeting every passenger need guarantee satisfaction – or is there more to a fulfilling travel experience than just ticking boxes?