Come to the amenity kit and stay for your flight
Last March, AIR France hosted a private event at the luxury Ritz Paris Hotel in Vendome, in the luxurious heart of the city. The airline was building a full-fledged mockup of that new thing First Fir Class Cabin And they treated travel journalists like their most valuable clients.
The new cabin is classic and elegant, and is a showcase of Air France aesthetics. Matteo Rainisio, founder of the frequent Italian website The Flight Club, who was present, looked similar to Haute Couture. Each first class suite features separate chairs and beds, five windows, sound blocking and light blocking curtains, and two 32-inch high-resolution 4K screens. At the end of the presentation, the guests were given a gift. The same upgraded Amenity Kit received by the airline’s future La Première Travelers features high-end pajamas by Jacquemus.
The single kit is just a small portion of an increasingly aggressive push by major global airlines such as Air France, Singapore Airlines, Emirates and British Airways. These kits act as powerful marketing tools that are widely discussed online (see: Amenity Kit Tiktok), collected by enthusiasts and sometimes sold on eBay. Call it an amenity kit arm race.
There is no longer a practical age for dental kits and foam earplugs. In their lying beds or private pods, today’s premium guests, both first and business class, will be greeted with a collection worthy of Oscar gift bags. These are defined by collaborations with premier luxury brands. Emirates’ first class kits feature Bailedo skincare products, including facetners, eye creams and even sleep oils. Singapore offers business-class passengers a Le Labo pouch filled with plant-based products. Japan’s largest airline, Anna works with luggage manufacturers Ettinger and Sensi Cosmetics and top-notch products, while British Airways works with White Company to work with toiletry kits and Temperry London to use amenity bags.
Sometimes it’s the bag itself that’s collectable. Delta’s first class kits are made by Tumi, and Qatar’s Italian luggage manufacturer Brick and Evaaea are made by Rimowa.
The battle between these airlines offering the best bags takes place within the fall context with the rise of business class for first-class travel. Since the early 2000s, many airlines have moved away from top-notch cabins, favoring larger business-class sections that offer an increasingly luxurious experience, with Lee Flat seating becoming the norm. Some airlines in the US in particular have completely scrapped their first-class sections. The reason was economical: business travellers Account Only about 12% of passengers can generate up to 75% of the airline’s profits.
However, in the past few years, high-end airlines have begun reinvesting in first class, betting that small but influential markets of elite travelers are being ignored. The world’s leading availability has shrunk to around 1% of total seats, but airlines still offering its cabins are now more exclusive than ever, according to aerial analytics firm Cirium. Air France, Qatar and Emirates are all planning to launch or launch new products that focus on unparalleled privacy, space and luxury. Think chauffeur service to and from the airport, private suites with doors, unlimited caviar, and even double beds for couples. The goal is not always direct profit, but strong brand awareness.