A recent panel discussion at APEX FTE EMEA on June 11, 2025, brought together representatives from Meta, MSM.digital, Emirates, and TUI to explore the transformative potential of mixed reality in in-flight entertainment.

All panelists concurred that the future of in-flight engagement hinges on creating intuitive, connected experiences, urging airlines to swiftly adopt mixed reality technology for a competitive edge.

The panel emphasized the importance of airlines not only adopting mixed reality technology but also developing relevant content to enhance their role in the digital experiences of passengers.

Kasia Holthouse, Sales Manager at Meta Reality Labs, presented a vision of 'spatial computing' that aims to elevate passenger experiences beyond traditional screens, utilizing Meta's Quest 3 headsets.

Holthouse also highlighted a pilot program with Lufthansa that incorporates Meta's headsets into their Allegris business-class offering, providing passengers with private virtual cinema screens and immersive experiences.

Dagmar Fischer from TUI stressed the potential of mixed reality to enhance travel experiences, enabling passengers to book excursions during flights for a more seamless travel planning process.

Sebastian Blumenthal from Emirates underscored the necessity of robust connectivity to support these immersive experiences and discussed the integration of mixed reality into crew training and premium-class offerings.

Camillo Stark from MSM.digital addressed the logistical challenges of implementing mixed reality technology, advocating for a phased approach that starts with distributing headsets onboard.

Stark outlined a two-stage strategy for airlines, beginning with the distribution of headsets and eventually transitioning to allowing passengers to use their own devices with tailored content.

He also stressed that the quality of content will be crucial for the success of mixed reality adoption, emphasizing that 'content is King Kong' in this context.