Etihad Launches Destination Collection and LANEIGE Partnership in Business Class
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Etihad Airways has introduced a new collectable business class amenity kit line alongside an onboard skincare partnership with LANEIGE as it continues expanding its premium passenger experience strategy. Dubbed the ‘Destination Collection,’ the new amenity kits feature destination-inspired designs tied to cities across the Etihad network while introducing hydration-focused skincare products.
Turning the Amenity Kit Into a Collectable Travel Experience
Launching this summer across Etihad’s business-class cabins, the Destination Collection features 14 new amenity kit designs created entirely by the airline’s in-house team. Each kit takes inspiration from destinations across Etihad’s global network, transforming a traditional onboard necessity into a more personalized and collectable part of the passenger journey.
“We’re going beyond to create an experience that feels personal, curated, and beautifully considered for our business guests.”
– Arik De, Etihad Airways
The lineup includes two different bag styles, Pouch and Slim, with each style available in seven colorways representing different cities served by the airline. Destinations featured in the initial rollout include Abu Dhabi, Krabi, Mumbai, Lisbon, Addis Ababa, Calgary, and Atlanta.
Each bag features the destination name and geographic coordinates on the exterior, while the interior features custom artwork inspired by that city. The bags also have numbered markings, encouraging passengers to collect different designs from the full series.
The Abu Dhabi Edition sits at the heart of the collection as a tribute to Etihad’s home and Emirati identity. Its design highlights the Zayed National Museum and reflects the airline’s continued focus on bringing local culture into the passenger experience.
“This new amenity kit collection reflects everything Etihad stands for: thoughtful design, a strong sense of place, and an elevated guest experience,” said Etihad Airways Chief Revenue and Commercial Officer Arik De. “Celebrating destinations across our network and partnering with LANEIGE to enhance inflight wellbeing, we’re going beyond to create an experience that feels personal, curated, and beautifully considered for our business guests.”
The airline says the kits build on the success of its collectable Finjan coffee cups currently offered in first class, which also feature rotating destination-inspired designs linked to Etihad’s network and Emirati heritage.
Etihad plans to rotate different destination designs onboard. Each flight will feature a mix of cities and colors, giving passengers the chance to discover different versions on future trips.
The approach reflects how airlines increasingly view premium soft products as more than simple travel items. Amenity kits have become an important part of airline brand storytelling, helping carriers highlight destination identity, sustainability efforts, partnerships, and exclusivity within the premium travel experience.
For Etihad, bringing the design process fully in-house also represents a shift toward more brand-controlled premium experiences. “This is an exciting move for Etihad,” De added. “Bringing our Business amenity kit design in-house allows us to empower the extraordinary talent across our organization and provide the opportunity to create with purpose. The result is a collection that is authentically Etihad, designed by our people from start to finish.”
“Bringing our Business amenity kit design in-house allows us to empower the extraordinary talent across our organization and provide the opportunity to create with purpose.”
– Arik De, Etihad Airways
LANEIGE Partnership Expands Focus on Inflight Wellbeing
Alongside the new amenity kits, Etihad is also introducing an exclusive new premium skincare collaboration with LANEIGE, marking the first airline partnership for the Korean beauty brand.
The collaboration is part of Etihad’s broader Etihad Wellbeing initiative, which aims to improve onboard comfort through wellness-oriented products, cabin environmental changes, and passenger-focused service design. Previous elements of the initiative have included the introduction of Quiet Cabin concepts along with updates to onboard products and dining options.
For Etihad, skincare has become an increasingly important component of premium inflight wellness, particularly on long-haul flights where dehydration, fatigue, and jet lag can have a major impact on passenger comfort. The curated LANEIGE selection onboard includes the brand’s Water Sleeping Mask, Lip Sleeping Mask, and Hand Cream, all designed to address moisture loss and skin fatigue often associated with air travel.
“By uniting LANEIGE’s skin barrier science with recovery focused care for travel stressed, jet-lagged skin, we are creating an effortless, sensorial experience designed to support comfort and energy at altitude,” said LANEIGE Brand President PilKyung Choi.
The partnership also reflects the growing role of Korean beauty brands in premium air travel. Korean skincare has become popular around the world for its focus on hydration, skincare routines, and comfort, which fits well with the wellness-focused inflight experience many airlines now want to offer.