Airlines Invest in Economy Passengers With Better-Than-Basic Amenity Kits

January 19, 2017  | Written by Jenn Wint

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APEX Insight: From first-class caliber treats to interactive amenity kits, airlines are spreading the assets to economy passengers.

Amenity kits first appeared in the 1950s and have since wavered in popularity. Airlines often now treat them as luxury gifts for first-class passengers, including items such as perfumes and premium brand toiletries. However, some airlines are bringing these amenity kits back to economy class with the traditional earplugs and eye masks in addition to new, innovative items.

Earlier this month, Qatar Airways delighted economy-class passengers with the launch of new amenity kits. Kits include Institut Karité lip balm and a Miradent dental kit in addition to the traditional eye mask, socks and earplugs. Passengers will see a fresh look for the kits every four months, celebrating the many destinations Qatar flies to.

Qatar isn’t the only carrier looking to enhance the economy experience. Last year, Kazakhstan’s Air Astana partnered with amenity kit and branding experts, Anaïk, to produce five styles of kits with standard comfort items plus a pen.

Emirates is digitizing its economy-class amenity kits by integrating interactive components. The kits include essentials – eye mask, earplugs, socks, toothbrush and toothpaste – while also enabling augmented reality technology in the form of entertainment, activities and health tips to enhance the travel experience. By scanning the design on the kit with their mobile device, passengers can unlock the Blippar app and gain access to interactive content.

Turkish Airlines partnered with luxury brands Chopard and Institut Karité to design first-class caliber amenity kits for its economy passengers. The kits come in a variety of colors and include items such as slippers, eye shades, non-skid rubber sole tube socks, a hairbrush, earplugs, a dental kit and shea butter lip balm.

Etihad’s economy sleep masks have “Do not disturb” and “Wake me up to eat” options that communicate whether or not passengers would like to be woken up during meal time. The “Sleep Tight” kits also offer a pair of socks, a toothbrush, toothpaste and earplugs.

Amenity kits are a nice way for airlines to provide tools for passengers to have a relaxing flight. It’s also a great branding exercise, giving travelers a little something to take home and remember their experience by.