Airlines are introducing products from high-end brands in their premium cabins to attract customers for flights in the ultra-competitive and highly profitable international first class and business class cabins, according to an article in The Street.
Amenity kits are a popular medium for giving away such “gifts.” Many airlines now offer amenity kit bags designed by high-end designers or design houses. The kits’ contents, especially skincare products, and sleepwear are also getting brand treatment.
For example, Cathay Pacific provides Trussardi clutch bags for female travelers and Ermenegildo Zegna pouches for men as its First Class amenity kits.
Singapore Airlines offers provides Givenchy sleep suits and Ferragamo amenity kits in its premium classes.