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APEX and FTE Honor Female Leaders Driving Innovation in Passenger Experience

APEX and FTE Honor Female Leaders Driving Innovation in Passenger Experience
To commemorate International Women’s Day, the Airline Passenger Experience Association (APEX) and Future Travel Experience (FTE) are highlighting the contributions of female leaders who are transforming the future of passenger experience. Throughout the week, APEX will feature a series of interviews with women at the forefront of innovation within its member organizations. The series begins with Clare Josey, Senior Director of Passenger Services at RAVE Aerospace, whose career exemplifies the expanding influence of women in some of aviation’s most dynamic sectors.
Clare Josey: A Career Shaping Passenger Experience Innovation
Clare Josey’s professional journey started in media and content distribution, where she gained a deep understanding of audience engagement and the role of technology in enhancing experiences. Her subsequent positions at BBC Worldwide, Rockwell Collins, Thales, Spafax, and now RAVE Aerospace have focused on bridging airline needs with emerging technological capabilities to create meaningful solutions for passengers. Josey describes her passion for innovation leadership as a balance between creativity and practicality, aiming to deliver experiences that genuinely improve the passenger journey while accommodating the operational realities of airlines.
Reflecting on the progress toward gender equality in aviation, Josey acknowledges significant advancements, particularly in raising the profile of women in customer experience, commercial, and innovation roles. She notes an encouraging increase in female participation in engineering and software development, areas critical to shaping the technologies that underpin modern passenger journeys. Nonetheless, she points out that women remain underrepresented in the most senior and technical leadership positions. Josey emphasizes the need for stronger sponsorship and a deliberate commitment to inclusive leadership at the highest levels to accelerate progress.
Josey also shares insights into the unique challenges and opportunities she has encountered as a woman leading innovation. Often one of the few women in technical discussions, she has developed strategies to navigate diverse communication styles and rigorously question assumptions. While this approach can be time-consuming, she asserts that it frequently results in more comprehensive and durable solutions. Her experience reinforces the value of diverse perspectives in fostering stronger and more innovative outcomes.
Industry Context: Challenges and Technological Advances
These reflections come amid significant structural challenges facing the aviation industry, particularly in emerging markets such as Brazil. Azul CEO John Rodgerson recently highlighted that Brazil’s aviation sector struggles with low passenger flights per capita and a disproportionate share of global passenger lawsuits. Despite these obstacles, Brazil remains a market with considerable growth potential. Airlines like Azul are responding by expanding their networks—serving 130 cities compared to competitors’ 65 or 70—and prioritizing enhancements to the passenger experience to capture greater market share.
Simultaneously, technological advancements continue to reshape consumer expectations and competitive dynamics within the industry. Innovations such as Honor’s new foldable Magic V6 smartphone, which boasts a larger battery and advanced camera capabilities, illustrate how breakthroughs in technology can influence both passenger experience and broader market trends.
As APEX and FTE celebrate the achievements of female leaders like Clare Josey, their stories highlight the critical role of diversity, innovation, and adaptability in steering the future of aviation, particularly as the industry confronts both longstanding and emerging challenges.

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