The airline industry’s
competition has been on fire for a long time. Each airline want to establish
the sense of trust with customers especially the high value passengers. When
you connected with these customers, it means that you may got the “faithful friend”.
Frankly,
for airlines, the Economy Class passengers are not their “king”, the one pay for
the First Class is the most important. It is because of this , airlines always
try another way to please them. As the progressively requirements from “first
class”, what will airlines do? Today we are just talking about the Airline Amenity Kits.
It shows that the
First-Class kits are stuffed with luxury brands (Loewe, Tumi,
Chopard, Bulgari, Dior, Ferragamo, L’Occitane)
– and contain everything from eye masks and shoe horns to “pulse point oil” and
“pillow mist.”
“Air Traveler’s Packet” offered cotton swab and
earplug for a long history since 1930s. Delta offered the first amenity kit in
1978 from Atlanta to London, that's a new beginning. Since then the amenity kit
has became better with each passing day, it's almost an art collection. (If you
want to get more information about amenity kits, there’s a museum in terminal 1
of San Francisco’s international airport.)
Some of the passengers are keen on colleting the
whole goodies from the series of
collections and fly with the same airline. Those first-class passengers
reached one-third of the general income with a disproportional percentage like 10%. It’s easy to see that
they stand out of the whole passengers as a part of brand strategy.
The importance of a modern and functional Airline Amenity Kits
The airline executives pay more attention on amenity
kits now because a creative one can bright the airline fascinating. The
customers get good service in flight, go
back with a nice gift and that's it! It’s a efficient way to attract the
potential customers.
Other special for airline is to build
strategic cooperative relations with premium brands. Emirates provides the kits
from Bvlgari - a dark brown leather bag. There are a range of Bvlgari’s
products like body lotion, after shave cream and perfume. Gillette provides
shaving foam and shaver.The best juxtaposition is : bvlgari beside Gillette. For each
goodies, the brand has chance to work with airlines to exposure the value of
them in front of the Upper Class passengers.
Emirates: 6 Stars
Further more airlines
also provide special product to promoting green environmental protection. Most
of the airlines are using reusable bags , Virgin Atlantic provides a little
grey bag which is made of Recycled Polyethylenc Terephthalate (rPET). The meaningful
one is a paper envelope for Change for Children.
Virgin Atlantic: 5
Stars
To create a forgettable amenity kits is a part to
build the luxury reputation. The amenity kits are keep going industry, the
passengers will expect more new goodies. Looking forward to the future, the
airlines are exhibited the various products not only for the most exclusive
brands. They are searching for something new and innovate in order to promote
flight experience.
The amenity kits from my own flight in 2015
The amenity kits are from “Emirates
and Cathay Pathific”. The natural skin care collection from Aesop is my
favourite and now I use the bag as a storage box.
Resources：http://www.cheapflights.com/news/unveiled-secret-perks-flying-first-class-airline-amenity-kits/
Picture credits: Cheapflights, weina Jiang
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