Feature: Amenities
filling of cosmetic amenities. In Economy they find the key driver is often cost:
this is when suppliers need to deliver product that is cost-effective but, through design, colour and print, delivers on brand. “Providing those little luxuries through the journey – earplugs, eyeshades and/or dental set - a little goes a long way at creating a service that is passenger focused.” For its next 25 years, Watermark says it is determined “to approach changes we see in our environment and changes within the market itself. Delivering enviro-friendly amenity products using RPET fabrics and through our MNH Sustainable Cabin Services division, we work to design and develop product that is not only ticking the green box through its material, but looking at the full product lifecycle.” Helios describes the evolution of the amenity
kit from a giveaway item to a crucial touch point of service between the airline and the passenger. Further, it is now becoming a “distinctive tool of communication representing the airline’s standing and its appreciation of the passenger’s loyalty through added comfort.” This is the cornerstone of the thinking process that LAN Chile, a member of the One World alliance, put forward in creating the new Bvlgari-branded amenity kit for business class. Through the creative team of Amsterdam-based Helios, the airline has revamped its Business amenity kit to stand out as a “dedicated, opulent and unique gift to the Business passenger.” It is a unisex luxury bag presenting a high level of quality and detail from the fabric used to the silver Bvlgari zipper puller. It includes Bvlgari skin care products in combination with a full set of comfort items: eye shade, socks, shoe horn,
Amenity Bag Awards 2010
After a gap of five years, TravelPlus has re-introduced its Airline Amenity Bag Awards. Airlines and suppliers interested in entering their product are invited to email simon.ward@
travelplus.co.uk Editor in Chief & Publisher of TravelPlus for an entry form. TravelPlus is an online magazine read by today’s frequent travellers. There are 12 Award Categories including Best First Class, and Business Class as well as Best
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www.onboardhospitality.com
Children’s Amenity Pack and Best Ethically/ Sustainable Amenity Bag. Entry is open to airlines globally operating
both scheduled and non-scheduled services and organisation, suppliers and designers of airline amenities. Winners will be announced in the January 2011
issue of ITCA/OnBoard Hospitality and are expected to generate debate in the media worldwide.
www.travelplus.uk
Watermark’s bspa products
foldable mirror, earplugs, Colgate dental kit, lip balm, comb, express kit shoe bag, and a pen. Sharon Conway DeHerder, evp of Wessco International supports this view. She says: “Refreshment and rethinking are in the air regarding onboard amenities - no pun intended! Where only a short time ago it was all about price, airlines are now beginning to focus on the ‘differentiation aspect’ of what amenities bring to an airline’s onboard service.” Her colleague, Anita Gittelson, also an evp with Wessco adds: “The co-branding aspect of what is being featured onboard is increasingly important. If there is not a tie-in between the amenity brand onboard and the airline brand, you are not fleshing out the potential that is possible. Brands
“Focused on their premium and frequent flyers, kits need to meet retail standards but also define the airline’s personality and/or that of their passengers”
onboard are now being well thought out.” As a result, WESSCO has developed a stable of amenity brands to suit various airline segments. Petros Sakkis, vp of WESSCO’s international operations, explains: “Whether we’re offering top- tier luxury names, cutting-edge brands, skin care specialists or brands with unique features such as marine-based ingredients, the goal is to match the right brand with the right airline to create an integrated programme. We want passengers to come away thrilled with both the brand and the in-flight experience”. Wessco’s owner and founder, Bob Bregman. confirms: “We have a top ‘cosmeceutical’ brand on board United, for example, as their goal was to up the ante among US-based carriers. Delta Air Lines, now the world’s largest airline, wanted to focus on their high international concentration. We helped them choose a top international, excitingly a new Greek skincare line, whose humanitarian and ecological concerns matched the airlines.”
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