Transforming travel: Sherpa’s AI-powered solutions unlock revenue and simplify passenger journeys

The following article was published by Future Travel Experience

Sherpa, a global leader in travel documentation solutions, is a Silver Sponsor at APEX FTE Dublin 2025. CEO Max Tremaine shares insights on how Sherpa enhances passenger experience and drives ancillary revenue.

Sherpa is a Silver Sponsor of the co-located APEX FTE EMEA and Ancillary & Retailing events, taking place in Dublin on 10-12 June 2025. In this interview, Max Tremaine, CEO, Sherpa, explains how the company is a global leader in travel documentation solutions, partnering with airlines, OTAs, and travel platforms to simplify international travel and add ancillary revenue. Register for APEX FTE EMEA and Ancillary & Retailing – one registration provides access to both events >> See the APEX FTE EMEA / Ancillary & Retailing schedule at a glance >>

“Our technology powers real-time entry requirements, visa and ETA applications, and advanced document vetting – during booking, check-in, and pre-departure – making the travel experience more seamless for passengers while unlocking new ancillary revenue streams for our partners,” says Tremaine. “We’re happy to support events that bring together the most innovative voices in travel. Sponsoring APEX FTE EMEA and Ancillary & Retailing aligns with our mission to transform the traveller experience through smarter, more integrated digital solutions. Our goal is to connect with forward-thinking airline and airport leaders to explore new ways of enhancing customer experience, adding revenue, and delivering value to passengers.”

As well as being a Silver Sponsor, Sherpa has a Meeting Base at the event, where attendees can connect with its team to explore how Sherpa integrates directly into the traveller journey with embeddable and integrated solutions. “We’ll be sharing real-world examples of how partners including British Airways, LOT Polish Airlines, Gulf Air, and Korean Air are using Sherpa to improve customer satisfaction, operational efficiency, and ancillary revenue by surfacing visa requirements and application options at key touchpoints,” says Tremaine. “In fact, LOT Polish saw a 31% higher average booking value when Sherpa’s widget was used – a case study we’ll be showcasing at the event. We’ll also highlight how our AI-powered processing engine enables some of the fastest and most reliable visa turnaround times in the market, helping partners boost approval rates, reduce support volumes, and deliver a smoother experience for travellers.”

Sherpa recently expanded its coverage across more destinations and document types, making it even easier for travellers to understand and fulfil their entry requirements. “We’re also proud to have launched new partnerships with Wizz Air and Norse Atlantic Airways, two forward-thinking carriers focused on enhancing the passenger experience through smarter digital solutions,” Tremaine shares. “Behind the scenes, our AI capabilities continue to evolve, from adaptive DocAI that reads new passport formats, to instant rule translation in multiple languages. These tools let us deliver faster turnaround times and higher first-time approval rates.”

Looking ahead, Tremaine is eager to participate in the co-located APEX FTE EMEA and Ancillary & Retailing events. “FTE events consistently gather industry leaders focused on innovation and execution, two things we care deeply about at Sherpa. We’re excited to be part of the conversation on how travel can become more personalised, efficient, and profitable. The focus on ancillary and retailing is especially relevant as airlines seek smarter ways to meet passenger needs while growing revenue.”

Attendees can connect and engage with Sherpa at Meeting Base A5 throughout APEX FTE EMEA and Ancillary & Retailing. “Our message to attendees is that travellers expect simplicity, and we’re here to help you deliver it while driving results for your business,” Tremaine adds. “Let’s build the future of travel together.” Register for APEX FTE EMEA and Ancillary & Retailing – one registration provides access to both events >> See the APEX FTE EMEA / Ancillary & Retailing schedule at a glance >>

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Transforming travel: Sherpa’s AI-powered solutions unlock revenue and simplify passenger journeys