This story is a part The New Era of Work TravelThe editors of Condé Nast Traveler You can also find out more about the following: WIRED To help you navigate through the advantages and pitfalls associated with a business trip today.
Air France held a private event in March at the luxurious upscale hotel. Ritz Paris hotel in Place Vendôme, in the luxurious heart of the city. The airline built a full scale mock-up for its new aircraft. La Première first-class cabin The company treats travel journalists as its most valuable customers.
The new Air France cabin was elegant and classic, a true reflection of Air France’s aesthetic. Matteo Rainisio from the Italian frequent flyer website The Flight Club was present and described it as being similar to haute couture. Each first-class room has a separate bed and chair, five windows and sound-and-light-blocking curtains. It also includes two high-resolution 32-inch 4K screens. At the end of the presentation, guests were given a gift: the same upgraded amenity kit the airline’s future La Première travelers will receive, complete with high-end pajamas by Jacquemus.
This kit is just a part of the larger and more aggressive campaign by major airlines such as Air France, Singapore Airlines Emirates, British Airways etc. to attract high-spending, coveted passengers. These kits are powerful marketing tools that are widely discussed on the internet (see: amenity kit TikTokIt is collected by collectors and even sold at times on eBay. It’s the arms race for amenity kits.
The days of the simple dental kit and foam ear plugs are over. Premium guests in first class and business are now greeted by a gift bag worthy of the Oscars. Collaborations with luxury brands are the hallmarks of these kits. Emirates’ First-Class Kits feature Byredo skin care products, including eye cream, face toner and even sleep oil. Singapore gives its business class passengers a pouch filled with Le Labo plant-based products. ANA is Japan’s biggest airline and collaborates on first-class products with Sensai and luggage maker Ettinger. British Airways also works with The White Company and Temperley London to offer toiletry kits and amenity bags.
Collectibles can sometimes be the bags themselves. The first-class kits of Delta, Qatar, and EVA Air are all made by Rimowa, while the luggage for Qatar is made by Bric’s.
These airlines’ battle to offer the best bag takes place within the context of the rise of business class and the fall—until recently—of first-class travel. Many airlines began moving away from first class cabins at the beginning of the 2000s. They opted for larger business-class sections which provided a luxurious experience with the addition of lie-flat seating. Some airlines, mainly in the United States have completely scrapped their first class sections. It was economics: Business travelers account for Only 12 percent of passengers can generate as much as 75 percent of airline profits.
However, in the last few decades, high-end carriers have started reinvesting more heavily in first class. They bet on the fact that elite travelers, a relatively small but influential group, were being ignored. Cirium’s aviation analytics firm estimates that first-class seats are now only about 1 percent. Airlines who do offer it, however, make their cabins even more exclusive. Air France Qatar and Emirates are all launching, or planning to launch, a new offering focused on unmatched privacy, space and luxury. Imagine a chauffeur service from and to the airport, private rooms with doors, caviar unlimited, or even double beds for couples. It is not only about direct profit, but also powerful brand awareness.
