Future Travel Experience (FTE) will launch in partnership with Munich Airport a Commercial Collaboration Playbook, to be shared exclusively with industry executives attending APEX FTE Ancillary & Retailing in Dublin on 9-11 June. The Playbook will provide a practical and proven blueprint for how air transport industry stakeholders can create a significantly bigger revenue pie for all stakeholders to share in by working in progressive new ways.
Only airline, airport, and industry executives who attend the show will receive a copy of the Playbook, reinforcing APEX FTE Ancillary & Retailing’s position as a premium, insight-led platform designed to inform real commercial, partnership, and investment decisions.
The Playbook is being delivered in partnership with Munich Airport, whose recent collaboration with Lufthansa and Miles & More represents one of the clearest real-world examples of collaborative retailing and revenue growth in action. Through this partnership, travellers and visitors can now collect and redeem miles across a wide range of airport retail outlets, creating a more attractive, personalised, and rewarding shopping experience.
This unique cooperation between an airport, an airline, and a loyalty programme is a game changer. FTE firmly believes that by working collaboratively as a sector – and by effectively leveraging technology, data sharing, innovative commercial approaches, and new business models – the industry can finally unlock the long-recognised but historically underexploited potential of collaborative retailing.
The Munich Airport, Lufthansa, and Miles & More partnership exemplifies this philosophy. It reflects a clear shift toward a more customer-centric, integrated commercial model. Dr Jan-Henrik Andersson, Chief Commercial Officer of Munich Airport and a member of the APEX FTE Ancillary & Retailing Advisory Board, has played a key role in helping to shape the thinking behind this approach, and he is passionate about sharing the learnings from these efforts via FTE so the entire industry can benefit.
The FTE Commercial Collaboration Playbook will share the business models, partnership structures, data strategies, and technology enablers that have been proven to work and build upon them. It will then extend these learnings into a wider set of practical use cases, with input from other key industry leaders such as members of FTE’s advisory boards, where similar collaborative approaches could deliver rapid and meaningful returns for other industry stakeholders. This includes areas such as retail, food & beverage, baggage services, lounges, ground transportation, destination experiences, and much more.
This Playbook represents the culmination of a journey FTE began with the launch of the FTE Ancillary event in 2017 and the BARTA project that quickly followed, involving Budapest Airport, Wizz Air, and Heinemann. From the outset, FTE recognised the enormous, untapped value of ancillary revenues and retailing. Following the pandemic, this commitment deepened with the formation of the FTE Ancillary & Retailing Working Group, which was created to help the industry move from aspiration to execution in collaborative retailing – an area where the opportunity has long been clear, but the path forward less so.
By bringing together senior industry leaders, proven real-world examples, and actionable frameworks, the FTE Commercial Collaboration Playbook aims to provide that missing clarity. It will also serve as a call to action, encouraging airlines, airports, retailers, brands, and technology providers to come together at FTE Dublin in June to co-create new partnerships and solutions that can turn collaborative retailing into a scalable, repeatable driver of growth.
Through this exclusive Playbook, Munich Airport showcases its industry leader position in driving new approaches as well as its willingness to share its learnings for the good of the sector. Meanwhile, FTE reinforces its role not just as a platform for discussion, but as a catalyst for collaboration and measurable commercial impact across the industry.
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