RE-THINKING AMENITY KITS

Airlines are making the passenger experience more sustainable by re-thinking amenity kits. The new Air France amenity kits launched for long haul flights are eco-friendly, including the contents. From a toothbrush made from maize straw to earplugs wrapped in kraft paper to avoid using plastic.

The kits, which are made from 96% recycled materials in Business and 89% in Premium Economy, are said to be designed as genuine gifts, as they can be kept, collected and reused after the flight.

In all cabins, each kit’s plastic packaging has been replaced by an integrity seal. In addition, the systematic cleaning and disinfection of headphones have enabled Air France to do away with the single-use earphone covers that were previously offered, as well as their packaging.

Across the Atlantic, Delta Air Lines has launched “Delta One” kits in collaboration with Mexican artisan-brand, Someone Somewhere and skincare brand, Grown Alchemist.

These kits have reduced over 90,000 pounds of plastic annually by eliminating five singleuse plastic items like zippers and packaging and introducing recycled aluminium for its cosmetic packaging. Passengers can ‘meet the artisan’ who created their amenity kit and even send them a note, reflecting the hyper-transparency imbibed in the initiative. Though, the question remains about the contents of the amenity kit itself.

Perhaps premium passengers should be able to choose some amenity kit items in the lounge before boarding. Learning from airlines that serve dinner in the lounge so they can carry one less meal. Less weight means less fuel burned and a more sustainable flight. While amenity kits will not disappear overnight from airline cabins, it is encouraging to see the steps some airlines are taking toward a sustainable solution.

Engaging The Customer

Brand eXpression is the key to building familiarity with the brand through constant interaction to nurture loyal customers over time. However, it is often an overlooked aspect of branding.

The customers here belong to two main categories: external, which include passengers, analysts, governments, and even activists; and internal, which include pilots, staff, and crew.

For the external customer, the airline should formulate a strategy that ensures regular interaction with the customer, not just before they fly, but even after they land. Southwest has done this extremely well by following some of its vocal customers on Twitter and engaging with them from time to time. Such interactions encourage frank feedback, and the openness leads to insights executives would not have had otherwise. As the brand consultant Mary Neumeier puts it, “It’s not what you say it is. It’s what they say it is”.

Another aspect of brand eXpression relevant to the external customer is the ability to share the story. Companies often assume that word-of-mouth marketing or buzz is created automatically, but it is seldom the case. Customers must be empowered to share with the world stories of their experience with the airline, not just to sell the brand, but also to appear distinct in their own community. Virgin Atlantic has salt and pepper shakers in its Upper Class that people love to carry home with them. Interestingly, at the bottom of the shakers, there is a little sticker that says, “Nicked from Virgin Atlantic!”

For the internal customer, brand eXpression helps develop an affinity with the staff that goes beyond rational facts and logical truths. In times of crises, it is the emotional attachment among the employees that keeps the company together. Hence, there should be constant efforts to build emotional bonds between colleagues, either through regular non-work related activities, garnering and incorporating feedback, and simply making the airline a fun environment to work in. Emotional truths are intangible elements of an organisation that inspire imagination, drive employee engagement, reduce churn and compel people to go beyond the call of duty. AirAsia and Southwest have done a terrific job at this by creating a family-like environment for their employees, and many of them have served these airlines for their entire careers.