This prize for inflight sales is awarded by a panel of experts, who assess criteria such as the selection and presentation of products, inflight customer service and investment in crew training.

The latter has been a point of focus for KLM Inflight Retail & Media in the recent past. This is exemplified by the fourth edition of Boutique Magnifique, which was held last week. This event gives cabin crew an interactive opportunity to familiarise themselves with the products they serve and sell on board.