Last week, the Mobile World Capital (MWC) Barcelona 2025 gathered industry leaders, tech innovators and digital disruptors to explore the future of mobile innovation, digital transformation and customer experience. With thousands of exhibitors and sessions covering everything from predictive AI to next-gen digital experiences, it was an essential event for staying ahead in airline technology.
Branchspace’s Dorota Ziajka, Product Manager for Triplake On the Go, attended MWC and shared her biggest takeaways from the event.
MWC: More than a conference, a catalyst for change
For Dorota, attending MWC Barcelona wasn’t just about listening to industry leaders present. It was also about applying those insights to the airline industry.
“Events like MWC are crucial for staying ahead of emerging trends. It’s not just about seeing new tech, it’s about understanding how it applies to our industry and connecting with the right people,” she said.
With a mix of inspiration, collaboration and hands-on experience, she emphasised how these events help benchmark strategies, refine digital solutions and push airline innovation forward.
How AI is transforming airline mobile experiences
Artificial intelligence was at the center of nearly every discussion at MWC, influencing everything from personalised search results to intelligent customer support. Dorota saw huge potential for applying these innovations to airline mobile experiences. “AI has the potential to completely transform the user experience in mobile apps,” she said. “For airlines, this means smarter recommendation engines, AI-powered chatbots and predictive trip planning.”
She highlighted insights from the Samsung Mobile Business Summit, where AI-driven mobile enhancements were showcased: “Seeing how leading tech companies approach AI in mobile ecosystems gave a lot of inspiration for how these concepts could translate into airline apps, particularly in areas like intelligent trip planning and real-time assistance.”
The smart airport revolution: Optimising passenger flow & resources
At the Smart Airport Summit, industry leaders focused on how real-time data and automation can optimise airport operations. Dorota noted that, “It takes over 40 people to manage a single short-haul flight today. Airports are now leveraging AI not just for automation, but also for improving resource allocation, security and energy efficiency.”
While these innovations focus on airport infrastructure, Dorota emphasised that real-time data utilisation and predictive analytics will also enhance digital experiences for passengers. “Airline apps can leverage these trends to provide smoother check-ins, proactive updates on delays and smarter disruption management,” she added.
Pushing boundaries with Vueling’s NextGen Aviation Challenge
One of the standout sessions for Dorota was the Vueling NextGen Aviation Challenge, which invited external participants to propose out-of-the-box aviation solutions.
“It was a fantastic example of how airlines can encourage outside-the-box thinking and challenge legacy processes,” Dorota said. “Rather than just internal brainstorming, this format welcomes vendors and industry experts to innovate on customer experience and sustainability.”
Glovo’s mobile-first strategy provides a lesson for airlines
Dorota also attended a session by Glovo, where the company reflected on ten years of mobile-first business. The session resonated with her, particularly regarding user engagement, personalisation and operational efficiency.
“Their insights on mobile-first engagement were directly applicable to airlines. High personalisation is the future of mobile commerce, and airlines need to refine their digital retailing strategies to keep up,” she shared.
AppTweak's masterclass on elevating app store ratings
Dorota had an insightful conversation with AppTweak, discussing how airlines can improve app store visibility and conversion rates. The discussion covered strategic keyword usage, metadata optimisation and improving app graphics to boost engagement.
“User behavior varies across different regions, so global app ratings need to be managed carefully,” Dorota explained.
She also emphasised the importance of smart in-app prompts for reviews: “It’s a great strategy when done right, but it has to be seamless. You don’t want to interrupt the passenger experience—timing and execution are everything.”
Seamless connectivity & automation is the future for mobile apps
Reflecting on MWC’s biggest trends, Dorota sees a future where airline mobile apps are more intelligent, connected and automated.
“The future of airline mobile apps is about seamless connectivity,” she stated. “We’re moving toward AI-driven services, from personalised search and booking to real-time customer support.”
Key trends she highlighted include:
- Voice and gesture-based interfaces that reduce reliance on traditional touchscreens
- 5G-enabled in-flight experiences to enhance entertainment and connectivity at cruising altitude
- More automation in the airport experience, from baggage tracking to disruption management
Final thoughts before takeoff
MWC Barcelona 2025 reinforced the importance of AI, automation, and mobile-first engagement in shaping the future of airline digital retailing. Dorota’s key takeaways underscore Branchspace’s commitment to integrating cutting-edge technology into our Triplake platform, ensuring airlines stay at the forefront of digital transformation.
Want to learn more about how Branchspace is helping airlines redefine digital retailing? Get in touch with us today!
