@CNNMoney recently posted a story listing the most luxurious airline amenity kits, according to travel writer Cynthia Drescher. Now, of course, it’s all a matter of opinion but, with all respect to Cynthia, as the Founder and CEO of TravelPlus Airline Amenity Awards, in my honest opinion, her listings in no way represent the world’s most luxurious amenity kits the market has to offer. The CNN story can be found on this link: https://money.cnn.com/gallery/news/companies/2018/08/06/airline-amenity-kits/
Firstly, the list consists of both First and Business Class kits, and to compare the two is unrealistic. These kits are specifically designed to meet a very different target audience. Yes, there is an element of luxury to Business Class, however, the majority of the time Business flyers need practicality and functionality with a little extra touch of style. Passenger expectations in First are far greater, where the focus lies more heavily on being presented as a gift and should be the absolute epitome of luxury.
I agree that the amenity kit collections provided to both female and male travellers by Singapore Airlines with Lalique, Emirates with Bulgari, Japan Airline with ETRO, Etihad with ACQUA DI PARMAand Qatar Airways with BRIC’s, are worthy winners of a spot on the hotlist. No-one could argue otherwise.
However, surely the following have a lot more to offer than Cynthia’s other suggestions: Saudia Arabia First Class Kits, designed by FURLA and Porsche Desigh. The Cerruti 1881 designed First Class Kits from Maylsian Airlines. Air France’s Carite First Class unisex kit. Lufthansa Windsor First Class kits. United Airlines Saks Fifth Avenue amenity kit.
Don’t get me wrong, the kits included from Cathay Pacific, Qantas and Hawaiian Airlines are great kits, but are in no way on a par with those mentioned above and many others currently on the market. TAP fantastically present tins and Hawaiian’s modest grey pouch are niche business class kits but fall short of being anything luxurious or making the A-list.
At TravelPlus, the leading authority on Global Airline Amenities, we have put together our own list, thanks to our longstanding expertise in the market through our TravelPlus Airline Amenity Awards and Amenities Magazine.
Take a look below for what we think makes luxury.