DON’T DESIGN AMENITIES, DESIGN DREAMS...
Because the right impression means a lasting connection It’s often the smallest things that make the biggest difference: amenity kits can build an outstanding impression of your brand and an ongoing connection with your passengers. At SPIRIANT, we partner with globally renowned luxury and retail brands to create amenity kits that combine exclusivity, high value and utility. They’re a perfect co-branding opportunity to differentiate your airline creatively. Discover how we can take your brand to a new level - visit us at the LSG Group booth 1E20 (Hall A1). www.spiriant.com
From The Editor
From the Editor
A
s I’m writing this, the industry is gearing up for ‘The World Travel Catering Exhibition’ in Hamburg and the team at Amenities are no exception. Our team will be in Hamburg, not only hosting the TravelPlus Airline Amenity Bag Awards, but also gleaming information from you, the experts, for our next issue of Amenities Magazine in October.
“People think that design is styling. Design is not style. It’s not about giving shape to the shell and not giving a damn about the guts. Good design is a renaissance attitude that combines technology, cognitive science, human need and beauty to produce something that the world didn’t know was missing.” - Paola Antonelli In this issue we will be exploring the world of design & the plight of the designer. We also introduce some of the new kids on the block that have come on board, notably an exclusive with designer ‘Jacob Jensen Design’ partnered with Spiriant! Alternatively, we also talk to the designer dons who have seen many changes over the years in the amenities market, but feel that there’s still a need for a bit more blue sky thinking! The young & enthusiastic Amenities team were keen to embrace all that is design, from mimicking their own film idols to making the ever so slightly older members of the team into design icons notably Jean-Paul Gautier & Edina Monsoon from Ab Fab… Thanks girls! I do hope that you enjoy this issue as much as we did in writing it, and Simon, Lily, Hayley & I look forward to seeing you all at this year’s WTCE.
Editor in Chief
AMENITIES IS BROUGHT TO YOU BY...
Editor in Chief Debra Bradbury-Ward aka Edina Monsoon
Editor Hayley Ingram aka Liz Taylor
Features Editor Lily-Fleur Bradbury aka Audrey Hepburn
Designer Alison Cutler aka Stella McCartney
Publisher Simon Ward aka JeanPaul Gaultier
Published by TravelPlus Media Limited, Office 11, Dana Trading Estate, Transfesa Road, Tonbridge, Kent, TN12 6UT.
Tel: +44 (0) 1892 837934. Editorial: editorial@travelplus.co.uk / Advertising: advertising@travelplus.co.uk AMENITIES MAGAZINE
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Contents
In this issue... THE DESIGNERS We talk with some of the top designers of on-board amenities
THE GIFT OF GIVING How have consumers conceptions changed and designs adapted?
IT’S ALL A MATTER OF PERSPECTIVE
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That certain je ne sais quoi
TO PACKAGE OR NOT TO PACKAGE
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Do airlines have an obligation to the environment?
THE 2016 TRAVELPLUS AIRLINE AMENITY BAG WINNERS SUPPLEMENT
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View the winners and read the judges comments Front Cover Photography by Katey Halford, Face2Face. Photo editing by Peter Turvey. Copyright © TravelPlus Media Limited, 4 The Arcade, Front Street, Tynemouth, NE30 4BS. Printed in the UK by Principal Colour Ltd. All right reserved. Reproduction in whole or part without written permission is strictly prohibited. The title Amenities is published twice a year and is a trading division of TravelPlus Media Limited. While every effort has been made to ensure that the information is correct, neither the author nor publisher can be held responsible for inadvertent inaccuracies or omissions. The views of the writers in Amenities are not necessarily share by the publisher.
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Taking cues from Hawaii’s environment WESSCO International has collaborated with Hawaiian Airlines on a range of new amenity kits and soft goods.
Amenities speaks exclusively with Marin Hopper and Timothy Jacob Jensen about their recent involvement in designing amenity kits
IN THE SPOTLIGHT
THE NEWS The lehua blossom is a native of the Hawaiian forests and inspired the patterns on the bedding items. The lounging pillow, adorned with a contemporary “‘Auli‘ilani lehua” floral pattern by local Hawaiian designer - Sig Zane, comes with an elastic band to keep it in place on the seat’s headrest or provides added comfort for lumbar support.
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The new floral motif amenity kits for Business, Extra Comfort and Economy now include Loli’i skincare items, featuring their signature scent “Makiki Valley.”
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AMENITIES LIBRARY Presents an elegant way to search and compare airline amenity kits. With over 250 beautifully photographed kits, profiled by cabin class, supplier and designer, it provides a valuable research resource. Check it out at
www.travelplusamenities.com
The News
Aeroflot 2015 collectibles
Emanuel Ungaro cosmetics debut on-board of Aeroflot The cosmetics by House of Emanuel Ungaro can now be found on-board Premier Business Class amenity kits with Aeroflot Russian Airlines. l’Eau d’Ungaro scented moisturising face cream with a light delicate texture and a creamy lip balm are of generous size. The kit also includes eye mask, dental care, shoehorn, comb and pen. Following the ongoing success of featuring Aeroflot employees on their amenity kits, the new range is introduced for Premiere Business Class passengers to extend the collection. The kits became very collectable because passengers are encouraged to ask the stewardess to autograph their bag.
Emirates First Class – Hydra Active™ sleepsuits Emirates is the brand that puts customer experience first. The airline approached Hydra Active™ to develop a range of sleepsuits hoping to enhance the travel experience of passengers in First Class cabin. Aircrafts are generally a dry environment, although face and hand moisturisers are included in the amenity kits, Hydra Active™ developed a bespoke product infused with microcapsules of Sea Kelp. Billions of microcapsules applied to the fabric gently release active ingredients, giving it moisturising properties that can help skin feel moisturised for at least 10 washes following the flight. Emirates launched the first moisturising sleepsuits in December 2016, which appear exclusively in its First Class cabins on global flights. The range has already had incredible feedback with passengers reporting the benefits of the sleepsuits. 6
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AlbĂŠa Promotional has been serving leading airlines in Europe and the Middle East since 2006, designing, manufacturing and delivering amenity kits from business to first class.
These unique partnerships involve design as well as the effective coordination of the entire, complex supply chain – from tailor-made products to products sourced and purchased worldwide the world via logistics and incoming quality controls.
The News
FORMIA brings timeless travel to Qatar Airways FORMIA, announced that it has entered a long-term agreement with Qatar Airways to supply new amenity kits for its First and Business Class passengers. The new kits feature the luxury travel accessories brands Bric’s and Nappa Dori, both synonyms of timeless glamorous voyaging, complemented by Castello Monte Vibiano Vecchio cosmetics. The First Class kit represents a miniature version of the Bric’s Bellagio trolley, the Italian brand’s best-selling product of its hard case range. The Bellagio collection’s discreet luxury
has been enhanced with Tuscan leather trim and elegant details. In ladies and gents colour versions, the kit also includes impeccably matching accessories to collect, such as a Bric’s luggage tag or a bracelet. The Business Class long haul amenity kits are inspired by the Bric’s Sintesis range. The collection promotes lightness, innovative materials and leather trims to guarantee the utmost functionality and comfort when travelling. Passengers flying Business Class on medium and short haul flights will receive a modern travel pouch from the Indian luxury brand Nappa Dori. The designs offered for inbound and outbound flights are a passport holder and a wallet pouch, which are part of
COPA Airlines New Business Class Amenity Kit COPA Airlines, Panamá’s flag carrier, has launched a new Business Class Amenity Kit featuring patterns inspired by the handicraft traditions of Panamá’s indigenous people. The abstract geometric figures depicted on the bag’s natural exterior material and on the eyeshade are evocative of Panamá’s distinctive landscape and wildlife. The kit includes a comfort pack with socks, eyeshade and a signature skincare line-up with almondscented hand lotion and an almond lip balm stick inspired by the beach almond tree of Panamá. 8
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a collectible set featuring destination images, in line with the Qatar Airways tag line “Going places together”. The pampering experience in every kit is rounded off by a variety of cosmetics from the pioneering Italian brand Castello Monte Vibiano Vecchio. Its unique selection of nutritional and regenerating formulas are developed using the active principals extracted from olive trees. Commenting, FORMIA Managing Director, Roland Grohmann said: “We are absolutely delighted to bring these kits on board Qatar Airways. It is a particular pleasure to have found the perfect match between this leading airline and brands that marries quality, innovation and style with customers’ satisfaction leading the way through”.
The News
Hong Kong Airlines unveils new amenity kits Hong Kong Airlines rolls out new amenity kits for all long haul flights, providing a more comfortable inflight experience to both Business Class and Economy Class customers. As a strong advocate of Hong Kong culture, the airline has partnered with in-flight experience specialists Clip and local design house Ricebowl Republic to make the new bag design more unique and memorable.. A set of four individual amenity kit bags feature iconic symbols of Hong Kong: the Star Ferry, the historic rickshaw, the tram and Hong Kong city skyline. Representing different facets of Hong Kong heritage and culture, the simple and understated outer design for Business Class is contrasted by an eye-catching patterned lining on the inside, creating a visual surprise. Economy Class customers on long haul flights are not left out being presented with a light amenity pack including an eye mask, socks, ear plug, and dental set neatly wrapped in a branded drawstring bag.
80 years of aviation, Happy Birthday, Icelandair! Icelandair and skysupply celebrate in style by launching a new, special amenity kits edition for its Saga Class in spring 2017. In 1937, the fledgling airline Flugfélag Akureyrar was founded on the north coast of Iceland. 80 years later, the country’s national carrier Icelandair is an established airline with an excellent international reputation and route network. ‘We are delighted to be part of Icelandair’s jubilee celebrations and compliment the national carrier on its long-term success. It is our pleasure to work with such an established airline and we are
looking forward to an ongoing visionary cooperation”, says Wolfgang Bücherl, Managing Director of skysupply. The beautiful and dramatic landscape that the island offer’s, is now captured in the new amenity kits, which come in the form of branded cans. There are four different signature motifs representing the destination’s variety and adding to the after use – the kits can be kept as collectors’ items or used for storing small items. Each box content: a dental set, earplugs, socks, a comfortable extra large eye mask, and a collection of Blue Lagoon cosmetic items. AMENITIES MAGAZINE
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The News
Air France unveils new amenity kits Air France is rolling out new amenity kits on its long haul flights for both Business Class and First Class (La Premiere) customers. Inspired by a “Toi & Moi” design, the Business Class kit is available in blue, grey, orange and turquoise, and offers two suede pockets closed by a metal zip also secured by a metallic leather flap. Inside, the kit contains a Clarins moisturiser, lip balm, dental kit, eye mask, ear plugs, comb and shoehorn. Clarins products are also available on the ground at Air France’s Clarins Spa, located in its airport lounges. The spas are in terminals T2K, T2L, T2M at Paris-Charles de Gaulle, terminal 1 at New York JFK and in the Skyteam lounge at London Heathrow. The first class La Premiere kits are available in light blue and orange, featuring luxury French cosmetic brand Carita: Carita’s Lagoon face cream, eye cream, hand cream, lip balm and a face pack.
On-board amenity kits on Russian Railways AK-Service has signed a contract with Russian Railways to design and manufacture the new amenity kits for passengers in all classes. Passengers travelling First Class will receive new bags featuring sights Russia’s most famous cities – St. Petersburg and Moscow. To emphasize a privileged status of the First Class passengers, a rich red kit is provided to female passengers and a velvety blue one – for male. The kit contains all the essential items plus a range of specially designed Hopal cosmetics: Hopal brand shampoo, shower gel and body lotion. This are produced in Italy exclusively for Russian Railways.
French crystal maker Lalique enter on-board sector Singapore Airlines and French crystal maker Lalique have agreed to enter into a strategic partnership, in the course of which Singapore Airlines will exclusively carry selected inflight items co-branded with Lalique in its Suites and First Class cabins. The partnership is set to start with the launch of Singapore Airlines’ next batch of Airbus A380s, deliveries of which are due to begin in the second half of this year featuring all-new cabin products. The two partners intend to offer co-branded items such as amenity kits, toiletries, glassware, loungewear and beddings. “We are very pleased to partner with Lalique to offer our premium customers exquisite luxury in the air,” said Singapore Airlines Senior Vice President Product & Services, Mr Marvin Tan. “Both Lalique and SIA have a long heritage. Leveraging the strengths of both companies, we look forward to bringing the finest travelling experience to our customers through this co-brand initiative. ” 10
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THE DESIGNERS
Amenities Meets
the Designers Addy Ng, Design Director for Amenities at SPIRIANT Addy Ng is SPIRIANT’s go-to guy when it comes to keeping their amenity kits on trend and looking fabulous. We chat to him about the future of amenity kit design and why after all these years he’s still excited about getting his hands on new designs. How do you go about designing an amenity kit? Well, of course the first thing is always to understand what the customer needs. Once we know the brief and what is required, we start to do our research and find out more about the branding of the airline. When we’re designing an amenity kit in collaboration with a luxury, lifestyle or cosmetic brand, we also need 12
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to focus on the image of our brand partners so that the design of the product represents both parties. Once we have all the ideas in place, the exciting part starts. We begin sourcing the right fabrics and accessories, setting the colour scheme and going on to find the perfect silhouettes of the kits. There is a lot of sketching, mixing and matching of fabrics, and then revising and editing. This process can take
some time until we find the best match to create the most appealing designs for our customers. How important is the client’s brief? It’s extremely important! This is the only way we can find out what’s required and expected from our customers. I’m often very involved at the early stages of the process so we can get as much information as
THE DESIGNERS
possible to create designs. We need to know what the client wants whilst still giving them an innovative edge. Of course, there are customers who would like to be surprised and this is why we keep coming up with new designs and ideas. We often organize regular design workshops to develop new amenity kits with them. This can be an exciting endeavour because bringing in our SPIRIANT design team alongside our airline customers and brand partners means we all get a say in the creative process. What are the challenges? Does budget dictate the design? Well of course, one of the main challenges is definitely the budget. But this is also what I find very exciting as a designer. When we have an unlimited budget, we can quite easily create extraordinary designs using exquisite materials with access to the most state of the art technology. But for me, it’s so much more satisfying to create a beautiful product with a limited budget! There is so much we can do, from the combination of colours to a small detail of a pleating, which can elevate the ordinary to something beautiful and precious. In this sense, the budget challenge becomes an inspiration. Do you find similarities in the designs that are picked by buyers? I think generally buyers tend to go for designs which are more practical as this is what frequent flyers usually ask for. But saying that, different customers have very different tastes. Now that I’ve been in the industry a while, I understand them better and always adapt to their different needs. Also with the trend of having more rotations of designs on-board, we see more varied designs being offered to passengers, especially those who are flying a few times a year. Buyers
can also take more risk in choosing something which they otherwise would not choose if each design only lasts a few months. So the worry is over! Even if some more “avant-garde” designs are not that appreciated by their passengers, they can get a more “classic” design in a few months’ time. What do you see as the future of amenity design? As I mentioned before, the future of amenity design will be “variety”. When I first joined the industry, I saw that a lot of amenity kits looked practically the same. The only difference was the logo on them. I set out to change this and from my very first design. I made sure that all my amenity kits can be distinguished from one to another with their designs, details, proportions, colours, and materials. Our customers and their passengers are getting more informed and trend conscious, it is important for designers to work hard and come up with a great variety of designs. “Creativity and innovation” will be the future of amenity designs, we should constantly reinvent the idea of what an amenity kit should be. What do you feel should be included, that isn’t at the moment? With all our smartphones and tablets, I think one item which can be extremely useful is the cable to charge these gadgets. This might be bit of a personal request too – it’s always the one thing I forget quite often! Who are your fashion inspirations? I am very much inspired by fashion when I design amenity kits. I used to work in the fashion industry and am still in regular contact with friends and colleagues. There are a few designers I find particularly interesting and inspiring at the moment. I love Raf Simons and
Nicolas Ghesquière for their intellectual approach to fashion, Pier Paolo Piccoli and Haider Ackermann’s sense of colour and on how they translate nostalgic designs into modern silhouettes. But my all-time favourite designer has to be Dries Van Noten. His universe is very close to mine and I love the richness of designs full of subtle details. It is never too much or too little. Season after season, I’m amazed by his ability to come up with new designs which are consistently his. Do you believe that most of the designs in the market are too masculine? It’s true most of the amenity kit designs are more structural and simple in shape and can be viewed as more masculine. Saying that, I believe that with the increase in the rotation of designs for a lot of the airlines, there is room to include more styles and therefore some designs which are considered more feminine. I know that a lot of passengers are taking their amenity kit and giving them to their family members and friends. More varied style options will make them remember the airline and create a lasting loyalty. How would you describe yourself as a designer? I would consider myself a designer who is very curious. I always look for what is new, what is interesting and what hasn’t been done before. I believe that a designer should find balance between his/her artistic side and the commercial side and it is only with this in mind, we can create good designs which are a combination of beauty and function. Even after all these years, whenever I see a new sample of my design I have this excitement in me. I can’t wait to get my hands on it because I’m very enthusiastic and passionate about what I do. AMENITIES MAGAZINE
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THE DESIGNERS
Luigi Auricchio, Global Creative Director of WESSCO Born and raised in southern Italy, Luigi has been traveling around the world for studies, work, and leisure. With a background in materials engineering and product design, he extended his expertise into fashion and textiles through combining material research and product development, in London, Shanghai and now relocated to New York City. Colleagues would describe Luigi as highly organized, detail oriented, and constantly exploring new trends. How do you go about designing an amenity kit? The design process is extremely important in order to develop a concept which meets customer expectations and market pricing perfectly. Creativity is involved in every aspect of the process, from researching and generating the concept up until producing the actual product. It is also very important to have a wide overview of current industry trends; to create a novel exclusive item for the travel sector, it is essential to be aware of all the latest developments in fashion, innovation, and sustainability. How important is the client’s brief? Very Important. The client’s brief conveys to the designer their intended vision of the product. In turn, the designer can determine which approach is best to start designing the optimum travel kit for them. What are the challenges? Does budget dictate the design? Designing a product for the travel space is always challenging and exciting at same time. You need to think about space, weight, functionality, aesthetics, and cost. All these variables influence the product’s final design. Do you find similarities in the designs that are picked by buyers? As in every industry and every season, customers are influenced by different 14
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trends. The industry experienced a massive surge in the demand for iPad cases, hard case designs, and sustainable options; despite remaining ever-functional and popular product designs, for some option the peak in popularity has passed. What do you see as the future of amenity design? It’s hard to have a 360 vision of the future in the amenity world because every region and culture has distinct ways of approaching their amenity kit design needs. What I believe with great certainty it is that the amenity kits are becoming increasingly visible and an integral part of “traveller life”. The reusable amenity bag concept is a “statement”; what everybody’s looking for now is that extra added value given by interacting with the travel space, that special “something” which creates an unforgettable travel experience. What do you feel should be included, that isn’t at the moment? Good question! What’s missing is something which truly transforms the amenity bag into a product to save and keep for the next travel; we’re constantly on the search for that in every project. I’d love to propose the inclusion of a ticket to the moon, it could be a memorable experience for life :-) Who are your fashion inspirations? I love fashion, it inspires me in my life and it’s a part of my work. It’s hard
to identify only a few fashion brands which inspire me; I’m more fascinated by trends and how they’re linked to all the cultural and artistic movements of each age. Today “traveling” is a trend in itself, and I believe fashion is inspired by the travellers and the other way around. All the highest luxury fashion houses have shown a strong interest in the travel sector. Being a traveller myself, I completely absorb these influences and translate them into my work. With regards to my sartorial choices, I could make an endless list of “must-have” fashion branded items… Do you believe that most of the designs in the market are too masculine? I believe that a gender neutral design is the best choice for meeting both male and female passenger expectations. The masculine look is very common because it is based on the demographics…until now. How would you describe yourself as a designer? Someone asked me the other day, what is your “why” in life? That’s a hard question to answer; I could answer that by saying that my dream is coming true. I think one of the most important aspects of being a designer is being a great team player and letting your team benefit from your talent and personality. In my work, I’m very detailed oriented, organized, extremely creative, and I try to be supportive and passionate towards the people I work with.
ADVERTORIAL
Garuda Indonesia Partners with Wessco International to launch new suite of Amenity kits The national flag carrier of Indonesia in partnership with WESSCO International, a leading creative supplier to airlines, hotels and cruise lines, have been working together on the development of a new range of amenity kits that were launched across all cabin classes in December 2016. WESSCO International facilitates lasting partnerships between the travel industry and top lifestyle brands. For more than 35 years. WESSCO have maintained a strong tradition of service and quality excellence as a family business which has helped to establish them as an unparalleled creative partner for travel companies, brands and top design houses the world over. The name ‘Garuda’ was given by President Soekarno, which he quoted from a Dutch poem referring to the “bird which spread its wing high above your archipelago”. The airline was keen that the new kits reflected it’s heritage and the countries culture whilst endorsing its 5-star Skytrax rating.
The First Class Kit The kit is inspired by Indonesian heritage, textures and motifs and to highlight Indonesian tradition, the inner lining features an elegant re-interpretation of traditional Indonesian tenun. Tenun, or woven cloth, is a cultural art form produced in many regions throughout the archipelago. The kit includes Hermès Eau d’Orange Verte perfumed body lotion, soothing face balm, and romance card, a unique scent inspired by undergrowth moist with morning dew. This Hermès cosmetic arrangement comes in an ultralight cloud-white pouch with flat drawstrings. Hermès makes for an ideal option for this kit due to the brand’s modern-classic, refined, and sophisticated luxury heritage. The kit serves not only as a luxury care package including overnight flight essentials, but also assists in passengers’ immersion into Indonesian culture prior to their arrival and post-flight.
The Business Class Kit The bag is made of textured linen with a sleek microfibre upper section and strap and is available in both light brown & blue and the reverse colourway. The inner lining again features an elegant re-interpretation of traditional Indonesian tenun. Not only does the kit come with a complete assortment of Clarins cosmetics including Moisture Rich Body Lotion, Moisture Replenishing Lip Balm, HydraQuench Cream, and Invigorating Fragrance for personal skincare and the essentials for an overnight flight. But also further immerses passengers into Indonesian culture prior to their arrival and post-flight.
The Economy Class Kit Inspired by traditional Indonesian wax-resist cloth dyeing patterns, WESSCO collaborated with Garuda Indonesia to create its Batik motifs-themed Economy Class Kit series. The series consists of three ultra-light amenity bags displaying modern re-interpretations of classic Indonesian designs, namely the Batik Kawung, representing the palm fruit, Batik Tirta Teja which depicts a vivid interplay of water and light, and the Batik Tumpal which is associated with magical attributes and symbolic meanings relating to the unity between humans and the universe. The bag contains eyeshades, socks and earplugs.
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The Designers
Yves Alavo, Product and Design Director of FORMIA The team at FORMIA Design Studio has a keen understanding of the organisations strategic goals, a strong grasp of its customers’ needs, a solid knowledge of mass production techniques and the ability to utilize their creative skills to transform concepts into purposeful realities. Our studio is a collaborative environment with a collective goal. And as a solid in-house team its foundation lies in its ability to be jointly strategic and creative. How do you go about designing an amenity kit? Before even starting to design, it is key to align our understanding of what the airline stands for, where they are coming from and what they want to achieve. Only a good knowledge and comprehension of the airline allows us to design “on its behalf” such a powerful communication and branding tool as the amenity program is. Once agreed on the scope and the objective of the initiative, we carry the necessary research that will enable us to customize a concept for a specific carrier and we define the most appropriate brands that we believe will add value to the solution which we consider to be the best match for the airline’s target. It is of utmost importance, after the design concept is embodied into a product solution, to regroup, take a step back, and challenge it again against the original brief, to confirm the solution is within the airline’s scope and fit. How important is the client’s brief? It is a paramount stage of the development process as it sets the tone for the entire project and eventually determines the direction the design will take. In occasions we may collaborate with the airline in helping shape the brief in its details, or at times we may use our expertise to challenge the brief if we believe we can give extra value to our customers in a different way and from a different prospective. 16
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What are the challenges? Does budget dictate the design? Budget does not dictate the design, but it’s another query to fulfil. In general the thought is that budget restrains and conditions the design. Instead, we prefer to see it as another challenge that we have to address creatively and with the use of the deep expertise we have in this business. We constantly strive to grow a strong understanding and use of the resources and production methods, which allow us to provide the highest added value to the airlines’ proposition. Do you find similarities in the designs that are picked by buyers? Differentiation is key; and it is our responsibility to provide the airline with tools and options to achieve this. We share our knowledge and learnings with our customers, and we do so through many ways, such as our trend FORUM365, our top50 airlines amenity showroom, etc. We aim to give our partners a vision on the market, on the travel & hospitality industries and on the consumer trends in general, but it is also our role to help the airlines translate all that information into solutions that are relevant to each, unique and that represent their identity and fulfil their vision. What do you feel should be included, that isn’t at the moment? We work customer by customer on improving the airlines’ amenity kits
offer. The needs, the demands of the passengers, the demographics, etc are particular to each airline, hence the solutions we propose to address these are also specific to each. Who are your fashion inspirations? We look around at a variety of fashion houses, which enriches the observation since we draw from each a different learning, vision or inspiration. Luxury Fashion houses afford to experiment with new technology, materials, etc that allows them to lead in trend and innovation. High street fashion labels are great examples of how to translate luxury trends and designs to fit mainstream budgets. Do you believe that most of the designs in the market are too masculine? The designs reflect the travellers’ demographic on-board a specific cabin. However, we aim to create a solution that appeals to a broader audience in terms of gender, age and cultural background. How would you describe yourself as designers? We are passionate about offering the passenger the most memorable experience and the best way to prolong it after the journey. We strive to provide our customers the highest added value, and we endeavour to support them in offering the amenity solution that will best represent them.
THE GIFT OF GIVING Airlines invest a lot of time and money when it comes to designing amenity kits for their most discerning customers. Every detail is considered from the contents to the material and brands they use.
After all it’s the general consensus, and certainly the view of Amenities, that first class amenity kits should be a gift from the airline to the passenger thanking them for their loyalty, recognising them as the most influential of their brand ambassadors. In the early days of air travel, glamour and wealth were at its centre. It was a past time for the rich and famous – and the first amenity kits did not disappoint. The passengers on-board BOAC’s ‘All First’ Monarch service from London to New York received a complimentary ‘Speedbird Overnight Bag’, with the ladies being presented with a ‘Speedbird Beauty Kit’ specially created by Elizabeth Arden. In those early days of travel, Elizabeth Arden was the leading name in cosmetics, and so BOAC gifting these cosmetics
to their passengers continued the luxury and glamour that was synonymous with air travel of the day. So how have things changed? Looking at first class kits from the past 10 years, there is an array of high end brands, such as Salvatore Ferragamo, Bvlgari and Swarovski, which is no great surprise. However in speaking to the godmother of airline amenities, Anita Gittelson, it’s insightful to hear that when she ‘suggested a drug store named brand toothpaste might be conceived as a safer toothpaste for
passengers to use on Delta Flights. The CEO of Delta Airlines at the time, Mr Allen, said “Why would I do free advertising for a named brand. I’m advertising Delta. If they want to be on my airline, they can pay me for the privilege.’ That was about 25 years ago.’ So it’s clear that since those days of glamour, the roles have balanced out or perhaps even reversed with the industry coming full circle. As Anita states, ‘Airlines now feel they must have named brands to stay competitive.’ AMENITIES MAGAZINE
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Gift of Giving
So it’s clear that since those days of glamour, the roles have balanced out or perhaps even reversed with the industry coming full circle
In the current market, the design of first class bags are repeated year on year, alternating between leatherette, satin, and fabric, but fundamentally continuing the theme of toiletry bag for men, and an evening clutch bag for ladies, with the odd mini I-pad case here and there. It’s evident that the world of amenity kits has become highly-focused on creating something that can be taken away and re-used. How often first class passengers take away their gifted amenity post-flight however is questionable. On a recent first class trip, the Amenities editor in chief cast an eye over the seats on leaving the plane and on almost every one there abandoned was the unwanted amenity kit! Along with this it’s clear that, across the airlines, there is a great importance on the outer design of the bag, with less importance placed on the quality, or desirability of the contents inside – leading to a sense of disappointment from travellers who are wooed by the beautiful exterior. It’s the same old stuff just a different bag full of nonessential
The Anya Hindmarch designed Gladstone style bag gifted by British Airways in 2010
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toiletries and another reason for first class guests to leave their gift, instead of scrambling for space to stuff it into their carry on. The amount we’re paying for a ticket these basics should be on-board for our use as a matter of course! Perhaps its time for first class amenities to move in a new direction? As our fairy godmother, Anita Gittelson, believes (and we whole heartedly agree) it is time for airlines to take a long look at what they offer their passengers, and possibly come up with a more tailor-made approach to on-board offerings. She asks, ‘What about NEW ideas that are environmental, cost effective and charitable? Charitable ventures onboard have always been encouraged – the donations collected on-board for UNICEF for instance.
The classic leather cufflink box which was gifted by Etihad in 2012
Nobody has tapped into this concept yet with on-board amenity kits!’ It’s certainly an outside the box approach. Within the kits some of the contents are not luxury items; eyeshades, earplugs, socks etc, and these should be offered and available to first class passengers should they require them during the flight. To reduce the carbon footprint, Anita believes that these items could be given out individually by the cabin crew in recycled paper bags. In her vision passengers would receive, ‘ a little pamphlet...that talks about less product offerings, for a cleaner environment, (that) has allowed the airline to save money too and this money is going to worldwide initiatives to end hunger around the world.’ It avoids the issue of rejected amenity kits at the end of flights resulting in wasted expenditure and invests in a more positive movement. It’s a potential concept that could appeal to the more affluent passengers, as they often like to contribute to those who have less, and as travellers, have a global awareness of
Gift of Giving
issues such as pollution and climate change. Removing these ‘must haves’ from the kits also allows for a more intimate service, with passengers possibly getting the opportunity to choose what items are contained within their kits. Also, ‘perhaps another personalized use of this concept would be to have guests preorder their amenities online ahead of time as they do their meal.’ Let’s not forget first class airlines also have the opportunity to tailor-make the passenger’s amenities to their needs, with the use of the passenger details on their systems. Perhaps this should be considered to improve the world of first class amenities. If Mr Smith never uses the socks during the flight, then why give him socks? He can always ask for a pair! If Mrs Jones has sensitive skin then why give her a highly-perfumed cosmetic that she is unable to use? Do all these products need to be on-board for every passenger? Possibly not. But with these idealistic concepts, we must pose the question, would they really keep those passengers, who have spent thousands of dollars per seat, happy? After all we want a GIFT; an impassioned acknowledgement of our loyalty and trust in handing over our well-earned money. So how can we make Mrs Jones feel truly cherished? Well, we have no doubt of how beneficial it could be to bestow gift vouchers for Spa treatments as a ‘thank you’ for flying with the airline. As well as being something a little different, the problem of added weight is kept to a minimum both for the passenger in their hand luggage & the airline in their cabins. This has to be a good thing for everyone concerned as well as the environment. Even if the passenger doesn’t use it, we are pretty sure it would make a welcome gift to a friend or relative.
It would be unfair to say that all first class passengers over the years have left their flight feeling disappointed and underappreciated. Some airlines and suppliers have mastered the fine art of creating that special gift for their guests. Over the last couple of years there have been kits that are simpler and sleeker in design, such as the First Class Air France Givenchy kit seen in 2014. This kit treated guests to largesized Givenchy cosmetics, presented in a beautifully simple black leather box with zip closure. This kit truly felt like a gift, appealed equally to both men and women, but was compact without the excess amenities that would get left behind on-board. It was a perfect combination of design and content that hugely appealed to First Class passengers. Another example of such class is the cufflinks box amenity kit presented to the gentleman of first class on-board Etihad Airways in 2012. It was a unique little gift designed in sleek black leather that added to the experience of Etihad’s male guests and a worthwhile amenity to take home after their journey. So overall it’s safe to say that it’s probably a few more years before airlines start offering guests a simple paper bag, however the more personalised approach, which coincides with this concept, as discussed by Anita, is surely worth looking into? Of course the design of a kit is still an important aspect for the passenger, however, possibly airlines need to think less about future use of the bag, seeing as more often than
Air France gifted this stylish Givenchy co branded kit in 2014
not they get left behind on the guest’s seat. Why not focus more on what the gift looks like as it is presented to the passenger – less clutch bags and more Christmas morning wrapping with ribbons and bows revealing a gift of luxury inside. Whether that’s a designer cosmetic, or a specially crafted fountain pen, maybe even something suggestive of the destination, for example if your heading to Thailand how about a hand crafted and painted oriental fan etc. Airlines may argue that this would be an arduous task creating an inspired gift for each destination they fly to, however the ladies and gentlemen of first class are paying top dollar, surely they deserve the very best. There is no simple solution to the high end fashion led amenities market, but as Anita says, ‘It’s easy to “follow the trends” it’s brilliant to start a new one.’ Anita Gittelson, Contributor Hayley Ingram, Editor AMENITIES MAGAZINE
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Design
DESIGN It’s all a Matter of Perspective!
With the world of amenities reaching an extensive global market, it makes sense that cosmetic and fashion brands as well as film licenses, are keen to be involved in the Industry and gain worldwide exposure for their products. It’s marketing on a global scale. From Bentley, Gucci and Bvlgari, to Superman Vs Batman and Hasbro Games for children’s kits, brands are infiltrating the industry making for happy airlines, happy suppliers and happy customers when they receive that high quality recognizable brand. Call me a snob but when I’m gifted with a branded hydrating cream, I’m ten times more likely to use it. Bearing this in mind, it comes as no surprise that household named designers are taking an interest in the amenity industry, two of which have particularly caught the eye of Amenities this year. Marin Hopper, founder
and designer of ‘Hayward and Hopper’ made in America Female accessories and Male fashion brand, and Jacob Jensen Design, agency of Danish industrial designer infamous for his work with Bang & Olufsen, from which we were lucky to get an exclusive! Coming from two starkly different backgrounds, I was interested to hear all about their approach to stepping into the world of designing for amenities, the challenges they came across and the inspiration for their designs. Lily-Fleur Bradbury, Features Editor AMENITIES MAGAZINE
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'It was a fabulous challenge; the design process of remaking something in a different realm and manufacturing process.'
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Hello Miss Hollywood! Fashionista Marin Hopper takes on Amenity Kits
Marin Hopper brings a little Hollywood sparkle to the world of Amenities, collaborating with Clip Limited to provide Jet Blue Mint with Business Class Male and Female kits. Steeped in a history of glamour, Marin Hopper, daughter of actress-author Brooke Hayward and actor-photographer Dennis Hopper, launched her haute couture female accessories brand Hayward in Spring 2014, curating a store, Hayward House, on the Upper East Side to display and sell her beautiful designs. The launch of her male fashion brand, Hopper, inspired by her father, was soon to follow. I caught up with Marin to find out about the journey she went on to create the classic amenity kits that encapsulate the story of her two brands, Hayward & Hopper. First of all, what inspired you to take on this project with JetBlue Mint? I’m always travelling back and forth between California and New York with JetBlue Mint, especially whilst I was launching Hayward, doing factory visits etc., and a lot of my time is spent in airport terminals. Once you get through security, you’re a captive audience, and dependent on the food outlets, the retail and amusement of that terminal. It’s great to explore. And I felt that JetBlue terminals do a brilliant job of catering to an American audience with an American story. The Mint service is extraordinary, with your own pod, lovely duvet and half the price. It’s an extremely cost effective way to be comfortable when you’re flying. It’s an airline based on a story of ‘Made in New York’ which parallels to the story of ‘Hayward’ being ‘Made in the US’. It felt to me that there was a natural relationship there, particularly with the history of my grandfather, Leland Hayward, who was a famous pilot and had a great love for flying. He would fly from LA to New York on a regular basis, he co-founded Southwest Airways, and he helped invent the roll-up ladder for airplanes. I noticed when I was flying with JetBlue Mint that they were providing this
fabulous service, but their amenity kits weren’t speaking to the experience you were having, so we pitched what we thought we could bring to their amenities, design-wise, using Hayward for the female amenity kits and Hopper for male amenity kits. How did you find working with JetBlue Mint and adapting to this realm of design? Jamie Perry from JetBlue Mint was our biggest support throughout the
project. He initially brought us in for Hayward’s potential collaboration with the airline. Since day one, it felt as though they were very much our natural partner. I think it’s important to make sure you are working with people who are on brand for you, and JetBlue Mint shares a similar passion as Hayward with providing luxury rooted in American storytelling, so it was a perfect match. With Jamie championing us at JetBlue, and Cindy Lam from Clip Limited sourcing the Hayward House
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necessary resources, we were able to do what we do best. Honestly, it’s not often you find such strong compatibility in such partnerships, but we were very lucky and ended up having a lot of fun. How did you find the process of designing for amenity kits? For the Hayward amenity kits, the process of design was relatively simple. We took inspiration from the Hayward denim dust bags that we use to package our products when
being sold in store. They are made out of saturated navy blue denim and are something I’ve always considered to be typically American. I grew up in California, and denim was a big part of growing up there and the biggest style direction when I was young. You can dress it up, dress it down, jump on horse, go shopping. My mother wore it a lot. These soft denim dustbags that I had created for Hayward were getting and still do get a lot of attention. People re-use them a lot as totes or for putting their jewellery in when travelling. It made sense to take inspiration from them and their core American feel. We were lucky enough to source a good version of the material thanks to Cindy Lam at Clip Limited and then went on to study shapes and styles of bags. In the end, we came up with something simple and classic that could be used as a beautiful little bag that you can put in your tote bag with branding of the Hayward logo and an H zipper pull which is inspired by my grandfather’s designs with Cartier. Over the twoyear period of designing JetBlue Mint’s amenity kits, we hope to create new 24
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compromises and was extraordinary at finding very well sourced materials that related to the vision of Hayward; for example, the zipper teeth are fabricated from plastic rather than metal. As we’ve moved forward, it’s obviously become a lot easier, we’ve begun to learn and understand the language and since the first generation of bags the content has become a lot more extensive.
The Hopper kit, designed for men, is fabricated in a natural cotton canvas with an artisanal feel.
What direction do you see the future of your JetBlue amenities taking?
variations every three months using branding from different artists and people that are a part of the story. What challenges did you come across during the journey? As I said previously, we had the core elements of Hayward, so the design ideas were easy - and I love to make bags so that was good! However, when you’re creating amenity kits, you are working in a very different financial structure. Our bags at Hayward are all made in New York with high quality materials etc. When you’re designing for an airline, there are other elements to take into consideration, including the restrictions with fire proofing and health & safety as well as the challenge to produce quality at a price. Finding quality products at a price is an interesting market, and one of my favourite topics. So we worked with JetBlue and Cindy to find an interpretation and use certain tools to make our aspirations come to life whilst working within a specific financial budget. My husband and our company CEO, John Goldstone, played an important part in delivering and translating
Hayward’s message into a valuable interpretation whilst working within the confines of producing designs that are workable on-board. It was a fabulous challenge; the design process of remaking something in a different realm and manufacturing process. It was something very new to myself and John. Cindy Lam helped us interpret our desires, which started very much in the sphere of couture, and then we looked at the numbers and realised that imagination was essential. Cindy facilitated these
Because of where Hayward comes from, with its history rooted in the arts and photography, it’s important that we keep this connection, as it’s very much part of our DNA. We are collaborating with American artists who are illustrating the next generation of the bags, currently we have been working with Alia Penner, a California pop artist who has designed a star and cloud motif for our new bags which will launch in May. This reinvigorates the ‘Made in America’ story with an American artist, an American design house and an American airline. This is the direction in which I hope the designs continue to go, tying in the worlds of film and Hollywood with that of travel.
The Hayward kit, designed for her, is made from signature Hayward denim and includes a delicate brass zipper, designed by her legendary grandfather, Leland Hayward.
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Design Perspective
FOLLOWING IN A FATHER’S FOOTSTEPS Timothy Jacob Jensen designs for Lufthansa First Class
Jacob Jensen was known for his iconic design work with Bang & Olufsen, along with his clear and calm aesthetics. So, when his agency, Jacob Jensen Design, under the management of son and Chief Design Officer Timothy Jacob Jensen, teamed up with Germany’s largest airline Lufthansa, creative sparks were bound to fly. With the help of inflight product innovator, SPIRIANT, an amenity kit that combines collaborative spirit with pure design and top functionality was born. I caught up with representatives from each group to find out how a mutual love for simple design, quality and aesthetics brought together their Night & Day collection and how Jacob’s industrial background shaped the process. 26
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Firstly, can you tell me how the partnership came into fruition?
tangible prototypes for our clients’ consideration.
sustainable quality in material and construction.
SPIRIANT (S): Well, as the supplier for Lufthansa’s on-board equipment, we were involved in discussions from a very early stage. We were initially approached by Lufthansa to work out how to make the collaboration happen and then it was a case of bringing our best and brightest ideas on-board to figure out how the kit would be created. A successful collaboration requires input from all parties so we worked very closely with the designers at Jacob Jensen to make sure we were bringing their vision to life.
I guess with our background and Scandinavian design heritage, we tend to have a more holistic approach and work towards long-lasting design rather than fashion design trends. We combine form and function creating meaningful user experiences. With more than 750 product designs brought to market, we have the knowhow of creating a connection with the end consumer.
The two-coloured circle is a symbol of Night and Day, which in this case reflects the flights, where passengers often travel between time zones.
What attracted you to working on this project with Jacob Jensen? Lufthansa (LH): The chance to work with such a renowned design agency is always exciting. There’s also a strong ethos that runs through both Lufthansa and Jacob Jensen Design’s work; we’re both North European brands, we both love simple design and using highquality materials. One of the other exciting aspects is that Jacob Jensen is a frequent traveller himself so he knows what it’s like to be one of our customers. As Jacob Jensen’s background is industrial design, how did this shape your process and designs? Do you find your processes differ from somebody that has come from a fashion/ beauty background? Timothy Jacob Jensen (JJ): The design process behind the amenity kits has been the same as we have practiced and refined for almost 60 years – we build models endlessly until perfection is reached! We use physical models to visualize our designs, producing unique and
Did Jacob’s experience with Bang & Olufsen heavily influence or benefit the project? JJ: The relationship with B&O lasted for 27 years, which became the B&O golden era. It shaped both B&O and Jacob Jensen Design to pursue perfection and never to accept ‘good enough’. We practice this in all our projects including the amenity kits for Lufthansa First Class. Your trademark designs very much involve the use of circles, how did this originate? JJ: The circle is an illustration of one of our brand values: ‘enduring’.
What inspired your final designs for Lufthansa First Class Female and First Class Male? JJ: Well, as a First Class passenger, you have decided to do something special and therefore you should also be treated special. The shape and the visual expression of the amenity kits are inspired by the JACOB JENSEN logo figure that visualizes the contrast between night and day/ light and dark. We have focused on designing amenity kits, which live up to the aesthetic simplicity of the Lufthansa brand and contribute to a holistic experience for first class passengers. What challenges did you face during the project and how did you overcome this? S: That’s an interesting question, actually! We always saw this as a long-term project, which can’t be achieved in a few weeks. There
Endurance entails giving new ideas and designs lasting forms; a lasting form is an intelligent solution that makes sense today and in the future. Enduring also means lasting,
Lufthansa Jacob Jensen First Class Kit Male and Female
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are so many factors to consider such as sampling, idea creation, and quality. We wanted to make sure we took time and effort to get everything 100% right. When it comes to realizing high-
concept and high-quality, it is always a challenge to think about how we translate that to the day-to-day working on-board a flight. It’s a core belief of ours at SPIRIANT to make sure function, form, and design work together. It’s a challenge, but one we
love and at the core of our brand! What was the most enjoyable part of the process? S: I think we find it’s always a pleasure to have open discussions – especially when everyone is ready to make some compromises. JJ: The same here. It has been an honour to be chosen by Lufthansa to design their amenity kits. Working together with both Lufthansa and SPIRIANT, who share our values in keeping a special focus on the customers, has been very enjoyable and an insightful experience for us. What do you personally look for in an amenity kit when travelling?
‘We build models endlessly until perfection is reached’
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JJ: I have approximately 75 flights a year and have been provided with a variety of amenity kits during my time in the air. I always look for functionality, quality and aesthetic. An amenity is meant to be a caring gift that makes the time on the plane more convenient and enjoyable. It has to be easy to handle in a plane environment and contain quality products. Also, the design matters. If it has an appealing design, I tend to bring it home and reuse it in my house, in the office or on my next travel. Good design prevents you from throwing things out and is therefore a part of a sustainable lifestyle. LH: We echo that idea, it’s all about creating a beautiful and functional product that people want to keep as a memento. It should be reusable for the passenger, something that they want to take away, talk about, or give to someone. So, it’s great to hear Jacob Jensen tends to bring his home! From the outer fabrics to the inner items (and maybe even a little ‘surprise’ factor too) we look for something that has been crafted with care.
FUTURE-BOUND WITH A TRADITIONAL AUSTRIAN TOUCH: AUSTRIAN AIRLINES’ BUSINESS CLASS AMENITY KITS SUPPLIED BY SKYSUPPLY
2016
INFO@SKYSUPPLY.DE I WWW.SKYSUPPLY.DE
THE WORLD’S BEST AIRLINE AMENITY BAGS 2016 The TravelPlus Awards Showcase takes an unparalleled look into the best amenity bags presented to passengers on-board during 2016 by the Worlds Leading Airlines. This book showcases the most exciting and innovative Airline Amenity Bags from the worlds best known fashion designers and cosmetic brands gifted to passengers globally during 2016.
OUT NOW
First published in 2011 the publication is an essential reference guide in the Onboard Amenity industry by senior managers, whether for research, reference, purchasing support or just to gain insight into this important field.
AVAILABLE TO PURCHASE ONLINE AT
WWW.TRAVELPLUSAWARD.COM
In the Spotlight
That certain je ne sais quoi Amenities puts Corinne Brand, Director of Promotional Items Activity at Albéa Beauty Group in the spotlight What motivated Albea to expand into the airline amenity kit market? We have been bringing our recognized expertise in the design and manufacturing of bags and accessories to the most prestigious Fragrance & Cosmetics brands worldwide for over 30 years. About 12 years ago, we decided to take this unique know-how to the world of the airline amenity industry. Our value proposition includes committed teams providing robust capabilities in innovation and design as well as project management, solid operating excellence, world-class manufacturing, and most importantly a strong commitment to Corporate Social Responsibility. Albea has a long established understanding for beauty solutions from concept design to sourcing, how has this been used when looking at airline amenities? We know that a bag can have an incredibly powerful impact on the success of a brand. This is our mindset when we address an airline company not only as an airline but as a brand - with its unique DNA. That’s why our designers propose attractive collections of bags infused with the strong identity of the brand, combining
its personality and history. It’s like a genetic code that speaks of pleasure, comfort, well-being, excellence, attention to detail, vibrancy, authenticity – and more! What are the biggest challenges when developing amenity kits? The challenge is to imagine the perfect design: one that will fit the overall concept as well as the budget, whilst being trendy and using the most innovative fabrics and high-quality materials. We believe that whether for bags, comfort items or cosmetics, we have all the assets to exceed airlines’ expectations! Do you think airlines consider sustainability when sourcing amenities? Definitely. Most of the airlines we meet are committed to sustainable development and are looking for eco-designed kits and inside-items, for instance those made of recycled materials. What do you think will be the key design trends over the next 18 months? I would bet on connected kits, where kits and screens meet for an unforgettable traveller experience.
How important is it to find the correct brand match when partnering a brand with an airline? It’s capital! Take the case of a cosmetic item – the two brands and their identities must be compatible and convey the same values. Could airlines do more for Economy class passengers to help with sleep on long-haul flights? I believe so. A travel can become a cherished memory if the passenger feels cared for, pampered, surrounded by attention and goodwill. Together with comfort, care is of the utmost importance. As a supplier to 2 of Europe’s major airlines do you see other European airlines as a growth opportunity, or are you seeking new markets? We are always eager to take on a new challenge. We believe we have a unique know-how and would love to take it to new markets ! If you designed you own kit what would it include? A wonderful range of refreshing products – featuring towels, face mists, fresh sweets…and much more! AMENITIES MAGAZINE
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Opinion
To Package or Not To Package?! On opening our well thought out beautifully designed amenity bag, we are more often than not then presented with a wave of plastic-cocooned amenities, which are annoying, noisy, messy, not needed & to be honest down right tacky; reminiscent of a motorway café! However, there are a few airlines that don’t follow this plastic plethora, so if they can do it, why can’t the rest? 32
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As part of the TP team, we get to see hundreds of bags throughout the year and the thing that always stands out is the shear amount of packaging that many suppliers use. So why is this?
differentiate between what has been used and what hasn’t. However, if the items are individually wrapped and unopened, does the airline re-use them anyway or do they get ditched?
Although we fully appreciate that some items need to be hermetically sealed; for example the toothbrush, earplugs, hairbrush, it begs the question as to why individual bags are used instead of one larger one?
In this day in age we find it hard to believe that airlines don’t recycle both their non-used and used items even if taken out of the plastic. Surely they have an obligation to the environment to do this?
Some airlines even go that extra mile and divide the contents up into a sleep, energising, care & beauty package all wrapped up in plastic!
We can only conclude from the non-uniformity of packaging of these amenities, that there are no strict regulatory guidelines that the supplier and airline have to adhere to.
Surely using only one bag would cut down on the use of an unsustainable fabric and of course make the contents look more aesthetically pleasing. Maybe one reason for not doing this is that the airline cannot
So come on airlines, help your passengers, help your cabin crew, help your cleaners and, most importantly, help your environment by ditching that dreaded plastic!
THE 2016 TRAVELPLUS AIRLINE AMENITY BAG WINNERS SUPPLEMENT
The ultimate seal of passenger approval
2016 Award Winners
The category winners are... It has been another momentous year for The TravelPlus Airline Amenity Awards... The industry did not disappoint us in 2016, with 52 airlines competing in over 16 categories. Unlike other industry awards, we remain truly independent and listen to the industry with judging being on a like for like basis; business against business, first against first and children’s against children’s. Our team has risen to the challenge administrating the five focus groups, made up of independent travellers with the relative travel experience, to judge these on-board gifts. We are proud to present this year’s winners of the Travelplus Airline Amenity Awards with judges comments, and would like to thank our sponsors and most of all the industry born airlines and suppliers for contributing to the awards ultimate success. Rest assured Travelplus will continue to listen to the industry and evolve with the times.
Private Jet - PrivatAir A simple yet classic leather bag with a range of luxury branded cosmetics. Supplier: Spiriant
First Class Female - Qatar Airways
First Class Male - Lufthansa
Love the mini BRIC’S case a must keep item.
An eye catching bag with real designer touches. Very good quality socks & cosmetics.
Supplier: Formia
Supplier: Spiriant
OFFICIAL CATEGORY SPONSOR FIRST CLASS FEMALE
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OFFICIAL CATEGORY SPONSOR FIRST CLASS MALE
2016 Award Winners 
First Class Unisex - Air France A bag that shows real French flair with great attention to detail and good size cosmetics. Supplier: Albea
Business Class Americas - United Airlines A well constructed bag with separate compartments which could be used for holding documents. The indented eyeshades are a real winner especially for those ladies with longer mascaraed lashes! Supplier: Linstol
Business Class Europe, Africa - Austrian Airlines Nice design with lovely product meeting the business class passenger’s needs. A good gift for mum or dad to take home for the kids. Supplier: skysupply
Business Class Europe, Africa - Iceland Air HIGHLY COMMENDED
The hexagon shape catches the eye and with Blue Lagon products reflects Iceland. Supplier: gategroup - Harmony
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2016 Award Winners 
Business Class Asia, Australasia - Garuda Indonesia A good quality bag with strong zip closure. Lovely branded products evocative of being on holiday. Supplier: WESSCO
Business Class Middle East - Qatar Airways Unusual shape bags in great colour-ways with good size branded cosmetics, nice fabric short haul kit too. Supplier: Formia
Premium Economy - Hawaiian Airlines A lot for your buck! A really nicely put together bag with spurious amounts of branded content. Supplier: WESSCO
Economy - Jet Star Airways The actual design of this bag isn’t the best of the bunch but the contents of the bag match those given away in a Business Class bag! A real added bonus is the inflatable pillow, a welcome comfort in an economy class seat! Supplier: Buzz
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2016 Award Winners
Baby Infant - Singapore Airlines Although every good parent should have the essentials for babies needs with them on board, it was great to see Singapore’s practical & good quality change mat. Supplier: Buzz
“Who wants to use their own change mat in a well used cabin toilet then clip it back on to their change bag?”
Children Under 6 - Air Astana A great selection of ‘to do’ products plus a scarf with socks. The contact name card is a real winner! Supplier: AK-Service
Children Over 6 - Qatar Airways A fantastic range of bags & contents. Qatar go that extra mile by offering a variety of board games & a neat lunch box for both sexes! Supplier: Buzz
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2016 Award Winners 
Ethically Sustainable - S7 Airlines Following the eco-friendly mantra, this bag plays the part well and manages to look interesting with beautiful illustrations. Supplier: AK-Service
Ethically Sustainable - Air Tahiti Nui HIGHLY COMMENDED
Good environmental credentials especially the corn-starch toothbrush. Supplier: gategroup - Harmony
Sleeper Suit - Qatar Airways WOW! Great styling, good quality fabric, a definite to wear again around the house. Supplier: Matrix
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Overnight Kit - Delta Has everything you need in a compact bag with nicely branded products. Supplier: Buzz
Innovative Amenity Kit - United Airlines
Innovative Amenity - El Al Israel Airlines This blanket with arm & head holes is a simple but practical solution to those chilly night flights! The first the judges have seen.
Something a bit different & well thought out! A bit quirky with great design in the shape of airplane fuselage. United have teamed up with ‘Clean the World’. All of United’s unused amenities are given to ‘Clean the World’ who in turn recycle them in to hygiene products for charity based projects. Supplier: Linstol
Supplier: Idan Noyberg
Other Winners Included Best Brand Collaboration - Saudi Arabian Airlines with Porsche design
TravelPlus Readers Awards - Saudi Arabian Airlines FLURA range of kits
Best Newcomer - Japan Airlines with Zero Haliburton
Supplier of the Year 2016 - SPIRIANT
Hotel Sponsor
Sponsor Business Card Raffle
The Anita Gittelson Innovator of the Year Award was presented to Azman Ahmad, GM Product Management at Saudia Airlines
Media Partners
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