World’s best airline amenity bags
Turn left, pass through the velvet curtain of privilege into business or first class and a Bulgari scented world of silk cosmetic kits, creamy skincare products and other theft worthy items awaits.
Except you wouldn’t really be stealing.
Etihad wants you to walk away with its elegant cufflink inspired leather box filled with La Prairie skincare stuff.
Turkish Airlines wants you to secrete their Crabtree Evelyn iPad case that doubles as a cosmetics bag into your carry on.
Because next week, or next month, when you moisturize or floss, the brand reappears, the airline recurs and the bag’s job is done.
“The amenity bag is one of the only things you can legally take off the plane and remember and use afterward,” says Simon Ward, founder of TravelPlus Media, which last night hosted the third annual Airline Amenity Bag Awards in Hamburg.
“In fact, if a passenger doesn’t take it off the plane, it’s no good.”
TheTravelPlus Media event is the only one to celebrate this oft overlooked aspect of the airline industry.
Saviors to forgetful husbands
“Actually, we’re here for the 2012 Bulgari.” “They’re particularly good for male travelers,” Ward adds of the amenity bags. “If you’re a businessman, you’re away from home for a long time, say you’ve forgotten a gift for the wife. These amenity bags can nike mercurial superfly be a great substitute.”
Most, of course, will never experience this side of traveling.
Emirates’ Bulgari Eau Parfumee Au The Rouge cosmetics are destined for first class female faces only.
Qantas’ Jack Spade bag bulging with Malin+Goetz lotions will only ever be enjoyed by business class men.
But that’s not to say this is a small market.
“It’s estimated there are around 38,000 first class seats available worldwide over any 24 hour period, and 68,000 business class,” says Ward. “If each of those has an amenity bag, the marketing and commercial nike mercurial superfly opportunities are huge.”
So much so that names such as Porsche, Dior and Anna Klein are designing for airlines now, too.
Not everyone’s impressed
The power of these brand names may go some way to alleviating complaints recently voiced by certain top tier travelers.
Offer a man gold and suddenly silver is no good, it seems.
But the airlines maintain that customers still value the bags and, therefore, so do they.
“They remain an integral part of our premium class on board experience on night and long haul flig nike mercurial superfly hts,” says Robin Padgett, Emirates’ divisional vice president for catering. “We also constantly review our premium amenity kits and regularly refresh the products.”
Singapore Airlines adds: “The items take into consideration passenger needs. The size of the bag takes into account the ease for customers to pack the kits into their hand carry bags.”
So, yes, the chances of enjoying the soft, subtle comforts of Singapore Airlines’ 100% combed cotton Givenchy sleeper suit and matching terry cloth slippers are even smaller now than they used to be unless you have a forgetful husband but that’s not to say we can’t appreciate the effort.
Airlines and suppliers pay to enter the awards (US$138) a nike mercurial superfly nd are then judged by online members of TravelPlus Media and a 10 strong judging panel of aviation professionals and frequent travelers.