With the shortlist published for the 2014 TravelPlus Airline Amenity Bag Awards Simon Ward, Editor in Chief and Publisher of TravelPlus, takes a closer look at those exclusive amenity kits gifted to First Class passenger.
The piéce de resistánce in Amenity Kits are those that are gifted onboard to the most exclusive calibre of passenger, those that fly First Class. Many of the world’s leading airlines submit their premier kits to the TravelPlus Awards, packed full of products, liquids, lotions and potions for those who like a more individual travelling experience.
The First Class category in the 2014 Awards do not disappoint, split into three sections female, male and unisex, showing the very best there is on offer when travelling on the world’s leading airlines, in their most exclusive class. It is notable however, that many of these bags are designed for traveller’s use after their journey is over, with some kits doubling as Ipad cases, evening bags or toiletry bags to contain the passenger’s own personal products on future trips.
There are those that contain toiletry products and perfumes that are too large to simply be designed for one journey, but still small enough to fit into a ladies’ handbag or men’s briefcase. This is a way that high-end brands are able to showcase their products to their target demographic – those with expendable income who desire luxury products.
Almost all of the bags contain products items that are from some of the world’s leading cosmetic and fashion houses, such as Armani, Salvatore Ferragamo, Givenchy and L’Occitane. This reliance on globally recognisable brands gives the immediate sense of luxury and quality that the airlines wish to become synonymous with. By providing their passenger’s with high-end luxury cosmetics, they are at the same time drawing the line between themselves and the quality their discerning passenger’s strive for.
Those making the shortlist once again showcase the most desirable kits to be gifted at 38,000 feet, being given to passengers paying upward of $8,000 for a seat in first class – making them the world’s most exclusive bags.
The winners of the prestigious gold seal will be announced on Tuesday April 14th at a gala event at the Radisson Blu Hotel in Hamburg.