Dnata, a leading player in the airline services market, has opened a dedicated in-flight retail “center of excellence” in London.

The division will create tailor-made in-flight retail programs for airlines to help them maximize additional revenue.

The center will be responsible for aligning global technology, innovation, strategy and planning, as well as supporting existing dnata programs. On this theoretical foundation, it is planned to offer airlines a range of “turnkey” services, from product development, digital sales channels and technology solutions to flight attendant engagement, design and accounting. At the same time, dnata is positioning itself as a “flagship product” with a comprehensive retail program that is completely outsourced.

The center will be chaired by Alan Hayes, who currently runs retail for the UK food service chain dnata and has over 15 years of experience leading retail programs for some of Europe's largest airlines.