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OM³: Focus on the Needs of Airlines – Interview Michael Raasch & Peter Marshall

October 23, 2019
About the author Sarah HeimSarah Heim
Content & Marketing Communications

***AOE's OM³ is now part of Omnevo***

Peter Marshall, Managing Director of Marshall Arts International, talks to Michael Raasch during theTFWA World Exhibition & Conference 2019 in Cannes about his plans as Head of Airline Solutions at AOE and how the OM³ platform is tailored to the needs of airlines and the current aviation and travel retail market.

Michael Raasch, Head of Airline Solutions at AOE since October, who previously held senior positions in the LSG Group and Lufthansa Group in the area of in-flight concepts and airline customer experience, knows the requirements of airlines – and also the problems they face.

At AOE, he is responsible for the further development and market positioning of the OM³ Airline Edition. In this interview with Peter Marshall, he explains why it is even more important for airlines to differentiate themselves from their competitors and what benefits OM³ offers airlines in this context.

Michael Raasch

Michael Raasch

Head of Airline Solutions / AOE
There are more planes entering the market than new airports being opened. For airlines this means they need to differentiate themselves and find new sources of revenue. This makes AOE's OM³ platform particularly interesting for numerous airlines."


How airlines can regain trust, loyalty and revenue by taking control of the digital customer journey.

December’s World Aviation Festival in London was a great opportunity to bring the industry together and, although attendance was inevitably lower than normal, there was a strong conference program that carried a mood of guarded optimism. Best of all, I was delighted to see just how strongly the focus was on real action to drive ancillary revenue and recovery.  Much of 2021 has been spent waiting for a recovery to be established and many airlines have understandably been hesitant (or unable) to commit to new investment or major change in their customer operations. The long hoped-for recovery has been impossible to forecast accurately and many airlines opted to simply ‘hunker down’ and wait until a clearer path can be seen through the storm. That strategy carries deep risks. We now face a new phase of crisis as Omicron sadly develops its global presence but the fact is that the world will continue to turn, people will continue to travel, the crisis will eventually recede, and traffic will return. Airlines need to be preparing right now to create the customer experience that the recovery will demand.  Yes, the picture of how the 2022 travel market will look in recovery is still blurred right now - but the key point is that we do already know exactly what the returning customer looks like and what they want. We have a clear understanding of the experience they want - and we have the digital tools to deliver that experience.