Guest Column: Are airlines missing an opportunity?
This is a special feature from PAX International's March 2024 Amenities & Comfort issue, on page 28.
Qatar Airways launched
the BRIC’s amenity kits
collection in April 2019
Branding plays a pivotal role in the airline industry, allowing airlines to differentiate themselves from competitors and create a unique identity that resonates with the passengers. Furthermore, partnerships with cosmetic brands provide confidence to use the products found inside the bag.
Emirates’ updated Bvlgari amenity kits
for the autumn 2023/winter 2024 season
Every time I pack my toiletries for a trip, I’m reminded of Emirates as I use the iconic brown fabric, leather trim with discrete Bvlgari zip pull men’s Business Class amenity wash bag introduced onboard in 2012. This kit originally included a range of Bvlgari cosmetics—which provide guests with confidence in the products and the airline. But if designed well, such as this one, the bag will be used long after the flight.
Icelandair has for years been smart in ensuring its amenity kits promote the brand and the country as a way to build brand loyalty. The hexagonal shaped bags capture the imagination with a nod to the Basalt Columns of Iceland. These rock formations, with their unique hexagonal shape, are sculpted by natural forces, creating stunning formations that rival the work of the world's finest architects.
PAX International Publisher
Aijaz Khan (left) with
Simon Ward
The airline also released a collection of amenity bags celebrating Icelandic wildlife in 2019. The range included the puffin, arctic fox, Icelandic horse and raven. In December 2023, Icelandair introduced a range of amenity kits with bags that embrace and celebrate Icelandic art and nature, with a focus on sustainability. To me, this is an excellent example of both promoting the country whilst building brand loyalty with passengers.
With a touch of je ne sais quoi, Air France has also long provided passengers with amenity kits featuring their brand. The First Class kits have a simplified design of the original winged hippocampus, a mythological creature with the body of a horse and tail of a fish, affectionately nicknamed ‘the shrimp.’ This is an iconic and extremely elegant logo, undeniably unique, and aimed at everyone looking for a genuine travel experience.
Also, the Business Class kits feature the trademark red accent, which is also embroidered in each seat. Both the First and Business kits are a continuous reminder of the Air France experience and brand long after the flight.
The Icelandair Puffin amenity it
launched as part of the “Dýralíf”
(Wildife) amenity kit collection in 2019
For me, the most iconic airline branded kit was designed by Anya Hindmarch for British Airways. The fabulous Gladstone style bag is embossed with the original ‘To Fly, To Serve’ coat of arms also seen on British Airways’ aircraft tail livery, between 1984 to 1997. Gifted to First Class passengers, this one was made of sturdy leather.
"In this fast-paced world of airline marketing, it's not just about selling seats; it's about creating an emotional connection with our passengers,” the airline said at the time of the launch.
There are some fantastic branded kits out there too, such as the Rimowa polycarbonate shell amenity kit, first brought onboard by Lufthansa and then elevated by Thai Airways in to a collectable with the introduction of stylish colours.
Qatar also introduced a kit with stylish Italian luggage brand BRIC’S. These miniature versions of the Bellagio and Sintesis suitcase feature a hard-shell with a Tuscan leather trim and are very stylish indeed.
Branding a kit with the name of the cosmetic brand partner can demonstrate a lack of awareness and vision to the potential of connecting the airline band to the passenger—several of these examples above illustrate how some airlines can successfully use its own brand and country to promote and extend brand loyalty. I truly believe airlines must ensure its tended documents stipulate the inclusion of its brand on the bag and not just give it away to a brand partner.
