The quest to create the best Child’s Amenity Kit continues – is everyone getting what they need?
With a new era of long haul flights, and the continual rise of families looking further afield for the family holiday, brings an increase in the number of children experiencing long haul, and luxury travel. This is leading airlines to perceive these pint-sized-travellers in a new light, as possible loyal customers and brand ambassadors of the future. With this in mind, Airlines across the world are looking into ways to develop toys, gifts and games that they can gift to their younger passengers, which work on a number of levels. These kits need to keep them entertained whilst onboard, allowing their parents and guardians, and fellow passengers a few hours of peace and quiet, and be interesting enough to take away with them long after their journey is over.
“Airline’s often divide their onboard offerings to their child passengers into age group categories, generally 2 – 6 years and 6 – 12 years, with little on offer for the 12+ category.”
Amenities Magazine is going to delve deep into the world of children’s amenity kits, taking a look at what exists now, and what the future might be. With technology constantly changing, and airlines beginning to put more money into this sector of the market, there could be exciting things on the horizon. By talking to leading luminaries in the worlds of children’s amenities, design, supply and specialists in children’s travel, Amenities will explore the newest trends in kid’s kits, evaluate what works and what doesn’t, and deliver an unparalleled insight into this growing market sector.
Currently, Airlines often divide their onboard offerings to their child passengers into age group categories, generally 2 – 6 years and 6 – 12 years, with little on offer for the 12+ category. However, at the 2015 TravelPlus Airline Amenity Bag Awards, there was a new category that started to make headway into the market place – that of the baby kit. These kits are offered to parents, and contain a few essential items for travelling with the youngest possible passenger. The kits had an attractive design, with fabrics and colours suitable for the age group. However, these onboard gifts are designed to make the parent’s lives easier, and could be seen as a further thank you from the airline for their most loyal passengers.
“Bags filled with colouring books, crayons, activities, sweets, hats and much more are encased in colouring offerings that appeal to the younger travellers.”
As you move up the age-groups, it becomes clear that the airlines very much have the child passengers in mind when designing their kits. Bags filled with colouring books, crayons, activities, sweets, hats and much more are encased in colouring offerings that appeal to the younger travellers. These bags take on a variety of forms, with both recognisable, licensed brands, and Airline’s own designs and characters making an appearance. However, they have one clear objective, to make long haul travel as interesting and stress free for all involved.
When children reach the age of 12, they are considered an adult in the eyes of the airlines, and are gifted with adult’s kits. As Charlotte Gade from specialist ‘company KidzinFlight commented, this is probably due to 12 years of age being the cut-off point for a child’s airline ticket, after this point they are required to buy an adult fare. Unfortunately, the adults kits are not often suitable for passengers who are, primarily, still children. They are filled with lotions and creams for hydration of skin, razors and perfumes suited to business travellers, but very little in the way of entertainment. This is a missed opportunity by Airlines, as these children are of an age that brand awareness, and the consciousness of what is ‘cool’ is at its peak, and fashion and brand loyalty is becoming increasingly important. If Airlines are wanting to create their customers of the future, surely there should be more attention paid to this age-group?
As the area in which a number of airlines are starting to invest their money, Amenities magazine team believe that it will be an interesting and bright future for the Children’s Amenities sector. There is a long way to go to make it perfect, and some hurdles of technology and budgeting to overcome, but we are excited to see how it all develops.