How Sherpa is transforming travel documentation from an operational cost centre into a revenue-generating ancillary product

FTE Event News // Nov 2025

Sherpa – a Gold Sponsor of APEX FTE Asia Expo (Singapore, 11-12 November 2025) – is a global leader in travel documentation solutions, partnering with airlines, OTAs, and travel platforms to simplify international travel and add ancillary revenue. In this interview, ahead of his participation at APEX FTE Asia Expo, Max Tremaine, Co-founder & CEO, shares how Sherpa is transforming travel documentation from an operational cost centre into a revenue-generating ancillary product.

See the full APEX FTE Asia Expo 2025 schedule at a glance >> Register for APEX FTE Asia Expo 2025 – free to attend >>

Tremaine is speaking in the free to attend Expo Stage schedule at APEX FTE Asia Expo, in the ‘Innovation Showcase Part 1 – CX, commercial and operational innovation’. “I’ll be showcasing multiple breakthrough innovations: our automated processing platform that now handles thousands of documents daily, and our integrated Trip Element solution that embeds seamlessly into airlines’ Manage My Booking flows with very little development effort,” he explains. “I will also be sharing a case study with LOT Polish Airlines where traveller flows with Sherpa had 31% higher ancillary revenue, as a result of Sherpa’s highly engaging personalised content.”

Sherpa’s technology creates uniquely personalised experiences by providing detailed contextual information about their documentation requirements, even for complex itineraries, in more than 30 languages. “Our platform can be used through the traveller journey – whether that’s during initial booking, in pre-departure communications, or through mobile touchpoints closer to travel dates,” says Tremaine. “We’re even moving beyond generic offers to intelligent recommendations based on nationality, travel frequency, and specific by-airport requirements.”

Unlike traditional methods that treat travel documentation as a compliance overhead, Sherpa positions it as valuable ancillary revenue. “We’re the most integrated entry documentation provider across airlines globally,” Tremaine shares. “Our approach focuses on automation to reduce friction for travellers, partners, and our internal teams – essentially making visa applications as seamless as purchasing a seat upgrade.”

Sherpa’s 37 airline partners are seeing transformational results. It has helped airlines turn what was once a customer pain point into a valued service that generates significant ancillary income. During APEX FTE Asia Expo, Sherpa will be sharing a case study with LOT Polish Airlines that highlights both ancillary revenue and customer experience.

Making technology appear truly native to the end user while providing maximum value

Max Tremaine, Co-founder & CEO, Sherpa: “Our platform can be used through the traveller journey – whether that’s during initial booking, in pre-departure communications, or through mobile touchpoints closer to travel dates. We’re even moving beyond generic offers to intelligent recommendations based on nationality, travel frequency, and specific by-airport requirements.”

Data privacy and trust are, of course, critical and Sherpa ensures passenger data is used ethically while still enabling hyper-personalisation. “With our SOC 2 compliance and GDPR adherence, we’ve built trust through transparency,” Tremaine explains. “We use passenger data only to enhance their travel experience – suggesting relevant documents, streamlining applications, and preventing last-minute travel disruptions. Our approach is permission-based and purpose-driven. We have rigorously designed flows for gaining consent from travellers, making it clear that they can use information from their profile and itinerary to pre-fill visa applications, a significant benefit over applying directly with governments.”

Artificial intelligence (AI) is fundamentally reshaping passenger experiences and operational efficiency in aviation. Sherpa uses machine learning for predictive document processing, automated application routing, and intelligent recommendations based on travel patterns. “Our AI helps predict processing times, identify potential application issues before they cause delays, and optimise the entire documentation workflow,” says Tremaine. “We’re also developing capabilities to automatically keep frequent travellers’ documents current, making travel preparation truly effortless.”

Sherpa’s technology integrate with airline booking and ancillary systems to provide seamless, real-time offers. Its platform integrates through APIs and Embeddable Elements, with airline booking systems, loyalty programs, and mobile applications. “We provide real-time document status updates, automated notifications, and embedded user experiences that feel native to each airline’s ecosystem,” Tremaine shares. “The key is making our technology appear truly native to the end user while providing maximum value.”

“Creating win-win scenarios where technology genuinely drives new revenue streams and better customer experience”

Sherpa’s 37 airline partners are seeing transformational results. It has helped airlines turn what was once a customer pain point into a valued service that generates significant ancillary income. During APEX FTE Asia Expo, Sherpa will be sharing a case study with LOT Polish Airlines that highlights both ancillary revenue and customer experience.

Looking ahead to the future of ancillary revenue and airline retailing, Tremaine sees five major trends: “AI-driven personalisation becoming standard, sustainability considerations influencing travel choices, government relationships being crucial for credibility, automation reducing operational costs while improving quality, and the shift from reactive to predictive travel services. Tomorrow’s winners will create seamless, valuable experiences that travellers actually want.”

Tremaine adds that airlines should look for technology partners who understand that true partnerships require shared success metrics. “Sherpa is willing to make bold proposals when the strategic value is clear. It’s about creating win-win scenarios where technology genuinely drives new revenue streams and better customer experience.”

At the upcoming 15^th anniversary edition of APEX FTE Asia Expo, taking place in Singapore on 11-12 November 2025, Tremaine is most excited about the opportunity to connect with carriers in the region, like its current partners, All Nippon Airways (ANA), Japan Airlines, and Korean Air, and recent partner AirAsia MOVE. “APEX FTE Asia Expo represents the perfect venue to establish new partnerships that will define travel documentation’s future in the world’s fastest-growing aviation market. The future belongs to airlines that can transform every aspect of the travel journey into value-generating touchpoints. Sherpa is here to make travel documentation one of those success stories.”

See the full APEX FTE Asia Expo 2025 schedule at a glance >> Register for APEX FTE Asia Expo 2025 – free to attend >>