Cathay Pacific Redefines First and Business Class Experience with Bamford

Cathay Pacific is redefining the First-Class and Business cabin experience by introducing new Bamford products. Passengers travelling in First-Class or Business class will enjoy enhanced luxury, featuring healthier menus, premium bedding, and updated amenity kits that include Bamford items.

When you board an aircraft and turn left instead of right, you enter a completely different world—one filled with lie-flat seats, champagne upon arrival, and amenity kits packed with delightful treats. This experience has recently become even more appealing.

Cathay Pacific has focused on redefining the premium inflight experience with an emphasis on wellness. This enhancement includes luxurious bedding and pillows, improved dining options, and upgraded amenity kits. Central to this evolution is our collaboration with Bamford, a premium British lifestyle brand founded by Carole Bamford. The brand has long prioritized sustainability and nature, from its renowned Daylesford Organic Farm to its luxurious clothing, skincare, and homeware products.

Bamford’s holistic approach to well-being inspired Cathay Pacific. “We wanted to adopt a similar philosophy by integrating wellness into our overall hospitality product,” says Bernard Mills, Cathay Pacific’s Head of Dining and Hospitality.

“Instead of viewing an amenity kit merely as a collection of items and a blanket simply as a blanket, we aimed to create a cohesive connection between these elements. The Bamford brand has enabled us to achieve that,” Mills explains.

“In Bamford, we found a brand that aligns with our values of quality, care, and sustainability,” Mills adds. “The enhancements we’ve made have resulted in an experience centred on comfort, relaxation, and sleep.”

What can First Class passengers expect from their experience? Let’s start with the bedding and turndown service, which showcases impressive craftsmanship. Guests can enjoy soft, 600-thread-count cotton sheets, pillowcases, and duvet covers. The turndown service offers a choice between soft and firm pillows, accompanied by a spray of Bamford’s popular Pillow Mist, infused with frankincense, lavender, and marjoram to promote better sleep.

To enhance the experience, bespoke JING teas are available, including the Soothe and Calm blends, which aid digestion and encourage relaxation, respectively. As Mills notes, “We’ve collaborated with Bamford to enhance the bedding range. The 600-thread-count cotton is one of the highest available in the sky, and the cotton is sustainably sourced.”

The amenity kits have also been updated with a premium case and now include glass-bottled Bamford products. The women’s kits feature a four-step moisturising and skincare range curated by Bamford to address the effects of flying. In contrast, the men’s kits offer products from the Bamford Grooming Department, including a facial mist. Mills states, “The goal was to create something that customers would want to take home with them. We aimed for a bag that is practical and functional while also being stylish. We chose larger bottles that customers can continue to use after their flight.”

Passengers flying in Business Class are now enjoying the Bamford touch. They receive large pillows and mattresses featuring 400-thread-count cotton pillowcases and duvet covers, all sustainably sourced and delivered in reusable bags. This initiative aims to help the airline eliminate millions of plastic bags each year. Additionally, passengers are provided with a pair of slippers, and on regional flights, they receive a premium day blanket and pillow.

The new Business amenity kits strongly focus on sustainability. Offered in a contemporary bag in four colours, the kits are thoughtfully curated with Bamford’s skincare products, including a cooling gel, multi-purpose balm, and the brand’s award-winning pillow mist. Each product is packaged in eco-friendly materials for easy recycling. The kits have a larger format like the First Class offering, allowing passengers to continue using them after their journey.

Furthermore, passengers will find premium dental products from Waken, packaged in sustainable materials, an eco-friendly bamboo toothbrush, earplugs wrapped in paper packaging, and an adjustable eye mask.

A selection of appetizers is available as part of the Business cabin dining experience, and the meal service has been enhanced with ordering devices to support the Cabin Crew.

This holistic partnership with Bamford, combined with our onboard service experiences, has elevated the premium travel experience to new heights. Mills states, “What really resonated with Bamford was the alignment between our brand values and design execution— we thought about things in the same way, so we have found a really good partner.”