Airlines are taking to luxury brands like never before. From crystals and porcelains to high-end apparel, skincare and fragrances, luxury brands are finding a haven in the skies, as air carriers adopt them in their bid to offer the best in class service for passengers.
Some of the services offered to the first and business class passengers, in fact, are akin to amenities offered at five-star hotels.
Singapore Airlines, which recently launched its new in-flight cabin product, had engaged design firms such as James Park Associates and BMW Group subsidiary Designsworks USA for its cabin overhaul, spending a whopping $150 million.
Besides a-la-carte menu designed by international chefs and the finest wines from the world, Singapore Airlines will be serving meals in Givenchy-designed bone-china and glass-ware.
Passengers in the premium bracket will also get an amenity kit from Salvatore Ferragamo, a Givenchy sleeper suit, while washrooms will come packed with skincare range from L’Occitane.
Singapore Airlines Executive Vice-President, Commercial, Mark Swee Wah, says the objective for tweaking the products and introducing new service levels is to maintain leadership in a challenging environment.
Etihad style
Another international carrier, Etihad, has onboard sommeliers (wine experts) and massage chairs. The diamond first class category has a provision for individual suites with leather seats. Women travellers are wooed with a black Swarovski encrusted purse with toiletries from Bvlgari and Au The Rouge, while men are doled out a black cufflink box with a shaving kit inside. Kids, too, are lured with wallets by luxury sports lifestyle brand Quiksilver, a travel folio and designer blankets.
Revenue generators
Aviation analysts say business and first class passengers pay almost three to four times more than economy class passengers. For many international carriers, almost 25-40 per cent revenue comes from the premium segment, which is why the thrust on high service levels.
Lufthansa’s onboard offers include sound-absorbing curtains and carpets besides an air humidification system, while their gender-specific amenity kit have brands such as Van Laack.
While Turkish Airlines doles out a formia-designed iPad case that doubles as a cosmetics bag, a pencil case containing Crabtree & Evelyn's Jojoba Oil products, lip balm and hand cream are also gifted.
Interestingly, Turkish Airlines offers a Haj kit containing alcohol-free liquid soap, a prayer mat, among others, for passengers heading to Mecca.
According to International Air Transport Association (IATA), premium passenger numbers were up 3.8 per cent in April compared with last year. Air travel markets are growing close to 4-5 per cent for both premium and economy classes. IATA noted that markets connected to emerging regions continue to be the primary source of growth in premium travel.