Spafax, which provides in-flight entertainment for airlines, says the voice-activated in-flight entertainment solution for Amazon Echo "enhances the pre-flight experience".

Ahead of their flight, passengers can ask Alexa what movies, television shows and music will be available on their upcoming flight, get detailed information about individual programmes and more.

It harnesses Amazon’s open APIs to create a dynamic voice-activated personal assistant with complete knowledge of an airline’s entertainment offering.

“The Spafax Profile Skill will further enhance the pre-flight experience, a key point of contact between airlines and their customers,” said Kevin Birchmore, Spafax’s director sales, technical products and solutions. “We’re always looking for ways to evolve our digital products and the Alexa Skill is very much in line with our vision for passengers to interact with an airline brand across multiple platforms and services.”

Tony Taverner, Spafax’s chief technical officer, added: “Conversational technology represents a powerful tool to reimagine the customer experience and we’re thrilled to offer our clients this new and exciting way to engage with their passengers.”

Spafax will be showcasing the new Alexa Skill at booth 2C55, Hall B2 at the Aircraft Interiors Expo in Hamburg.

Its clients include Air Canada, Bombardier, British Airways, Cathay Pacific, Delta Air Lines, Emirates, the Lufthansa Group, Mercedes-Benz, Singapore Airlines and others.