Although practical and necessary, amenity kits are undeniably fun. In the same way that children go crazy for party bags and adults can’t leave a freebie at the checkout, what’s more fun and exciting when boarding a flight than rummaging through a luxurious bag full of goodies? Grace Hardy reports.
This article is from our November/December 2024 issue of Inflight. To read more articles like these, apply for your complimentary subscription to Inflight.
When it comes to amenity kits, the competition and expectation never stop growing for airlines. Passengers aren’t content with a flimsy toothbrush and thin socks any more, and the issue on the tip of everyone’s tongues stands firmly in the foreground – namely, sustainability.
In a world where reduce, reuse, and recycle is the mantra of a movement, customers need to feel that the items they are taking home are worth the resources used to produce them, and that the products can be used again and repurposed.
The indulgence of a complimentary kit needs to feel guilt-free, yet still allow the recipient to feel spoiled.
Keeping it clean – Incorporating eco-leather into airline cabins
When it comes to sustainable amenities, it all starts with the supplier, and companies have never been so keen to keep it clean as now.
Gen Phoenix is a prime example, having created a pioneering eco-leather that succeeds in marrying climate-consciousness with style.
The supplier uses discarded leather, recycles the water used in its manufacturing processes, and sources 100 per cent renewable electricity to create its ELeather, making the product sustainable from the word go.
Inflight spoke with Nico den Ouden, Chief Innovation Officer at Gen Phoenix, to discuss the company’s innovative material and processes. “Gen Phoenix’s recycled leather is a game-changer for sustainability in the airline industry,” he says.
“Our process not only diverts waste from landfills – having saved over 10,000 tonnes of leather waste to date, we’ve also achieved zero waste to landfill since 2016.
“In addition, our commitment to sustainability is independently verified through certifications like the Higg FEM [Facility Environmental Module], where we scored 84 per cent in our 2023 audit, and global standards such as the Global Recycling Standard (GRS) and Recycled Content Standard (RCS).
“We also ensure that 80 per cent of our waste leather supply comes from LWG Gold Tanneries, and all our suppliers are LWG-audited, meaning that none of our materials originate from areas of high environmental concern, like the Amazon Biome.”
Gen Phoenix collaborated with several suppliers to create amenity kits for Aeroméxico, the first airline to use the ELeather.
“The collaboration came in two parts,” says Ouden. “Gen Phoenix, Aeroméxico and FORMIA first worked on a limited-edition full recycled leather amenity bag in support of ‘the most sustainable cabin’ initiative and followed with a second phase launching a new amenity bag design across the Aeroméxico fleet.
“Aeroméxico is proactive in educating their passengers about the cabin’s and their aircraft’s environmental impact, and facilitates this by promoting such initiatives through their in-flight entertainment system.
“Aeroméxico has big ambitions for integrating sustainable materials further within the cabin, from cabin crew uniforms to shoes and luggage.”
Designing out waste – Sustainable material alternatives
Sustainability is equally a core focus at Buzz Products, a company that assists airlines with an end-to-end service to create in-flight amenities.
A developer of amenity kits, textiles, loungewear, skincare, kids’ activity kits and meal service wear, Buzz is eager to reduce its carbon footprint from production to delivery and has multiple programmes in place to reduce the life cycle emissions of its products. One example is the brand switching out materials for more sustainable alternatives, such as recycled PET and bamboo.
Leonard Hamersfeld, founder and Director of Buzz, says: “We consider materials, product design solutions and packaging.
For instance, we have reduced the use of single-use plastics by designing out waste altogether, such as removing polybags or transitioning to paper-based and recycled materials for packaging.
“We also help with sustainability initiatives by designing products that are lighter, which can help reduce fuel burn. In addition, we are pioneering reusable solutions, like multi-use amenity kits that passengers can take home and repurpose, thus extending the life cycle of these products and reducing waste.
“Another initiative we’ve implemented is the development of partnerships with eco-friendly brands and manufacturers who share our commitment to sustainability. This allows us to offer a range of natural, clean, organic skincare and wellness products that align with both our airlines’ and passengers’ sustainability goals.”
From an airline perspective, Malaysia Airlines is exploring ecological innovation through its partnerships with the suppliers of its amenity kits.
The airline sources its A350 Business Suite travel bags from Aspinal of London, an artisanal accessories brand, and French luxury brand Payot provides the A330 and A350 Business Class kits’ skincare products.
These companies are both referred to as “sustainable brands” by Malaysia Airlines, with Aspinal of London operating a “Bee Aspinal” programme.
This pledges that the brand uses no zero-use plastics, reduces carbon emissions, opts for road or sea transportation and breeds bees to support the declining population, among other eco-conscious actions.
Malaysia Airlines tells Inflight that aside from partnering with sustainable brands, it has also delved directly into its cabins and replaced 4,503,700 units of single-use plastic cutlery packs and dental kits used on board with biodegradable materials.
West Yorkshire-based supplier John Horsfall is swaddling sustainability in cosy comfort with its Re-Thread recycled fibre blankets.
The brand is best known for its original woven blankets, dating back to 1863 and still used in cabins today. However, the Re-Thread version is a popular choice for forward-thinking airlines.
Ellie Parkes, Global Business Development Manager at John Horsfall, explains how the material is created.
“Our trademarked Re-Thread materials are made from reclaimed and recycled fibres such as waste plastic bottles or offcuts from garment manufacturing,” she says.
“Diverting waste away from landfill is part of our holistic approach to sustainability, along with designing for longevity and considering end of life disposal.”
West Yorkshire-based supplier John Horsfall is best known for its original woven blankets, the design of which dates back to 1863. Today the Re-Thread version is popular with forward-thinking airlines.
On trend – Growing passenger demand for refreshed amenities
If suppliers and airlines want to see happy and returning customers at the end of a flight, they have to keep up to date with what passengers are valuing most when it comes to amenities.
A refreshed and updated amenity kit leaves frequent flyers feeling valued, and when a traveller receives what they truly want they are less likely to waste amenities – and so following trends becomes a sustainable action in itself.
With ever-growing passenger numbers and broader market dynamics, Buzz has noticed increasing importance surrounding wellness during travel, and strives to create products that meet these expectations.
Hamersfeld says: “We’ve seen a growing demand for wellness-related amenities, particularly as passengers look for ways to de-stress and feel refreshed during long-haul flights. Items such as high-quality skincare, hydrating mists, sleep-enhancing products, and items with aromatherapy benefits are gaining in popularity.”
He also notes that luxury items such as amenity bags, sleepwear, and skincare from well-known brands meet with consistent approval, adding: “We regularly see positive feedback from collaborations with luxury fashion and lifestyle brands, as passengers appreciate the premium touch these partnerships bring to their in-flight experience.”
Malaysia Airlines’ Business Class and Business Suite amenity kits contain a lip balm and a hand and body lotion from Payot, as well as a sleep mask, dental kit, face spray, soothing roll, and socks.
The airline tells Inflight that its passengers particularly enjoy the Aspinal of London amenity pouches.
“The bags are exceptionally well received by customers and have become a collectable product, while the skincare products from Payot continue to be popular, particularly for their deep moisturising properties.”
The Business Class amenities are packaged in a Malaysia Airlines-branded wash bag, and both pouches are made of a leather material intended to be reused as clutch bags in day-to-day life and available in a variety of colours.
In the realms of bedding, blankets, linens, and pyjamas, John Horsfall notes that the true highlight for airlines lies in colours and designs.
Ellie Parkes says: “A great example is the American Airlines Flagship bedding designed to bring American’s brand vision into every product. From bespoke woven fabrics to subtle colour highlights, every part of every product has been considerately designed to enhance the passenger experience and the airline’s brand values.”
Top notes – Fragrances, fabrics, and the future of amenity kits
When it comes to amenities, although the classic eye masks and earplugs prevail, airlines and suppliers do not shy away from pushing the boat out and trying something new.
Emirates is venturing into the realms of originality, having recently launched its own fragrances in collaboration with Irish organic luxury brand VOYA.
These unique new products launched in First and Business Class in the form of a feminine and masculine scent. Describing the masculine scent, VOYA co-founder Mark Walton says: “I have always loved the forest as much as the ocean, so I wanted to create a fresh and earthy fragrance. There is a lot of depth in this fragrance and the base notes become quite pronounced after the initial top notes subside.”
Kira Walton, co-founder of VOYA, tells Inflight how Irish and Middle Eastern notes were sourced for the feminine scent.
“Honeysuckle is often found on coastal cliffs in Ireland,” she says. “Along with being a beautiful plant, it’s one synonymous with my childhood. It was important for me to pair this with fresh citrus notes like Orange, Basil and Vetiver, balanced with woody notes like Cedarwood and Gurjun Balsam. The fragrance is unashamedly sweet but uplifting, a perfect travel companion.”
While the stylish Re-Thread blankets continue to be a success in cabins, John Horsfall has an even more sustainable addition to its portfolio – a fully recycled and recyclable Re-Thread non-woven fabric.
“This is a great choice for airlines wishing to lessen the impact of their economy disposables such as headrests and cushion covers,” says Parkes.
Ultimately, airlines and suppliers have a common goal, to please the planet and passengers. Amenities are essential to travel, but the ever-growing responsibility to be sustainable is vital to making passengers feel at ease. Suppliers are always creating brilliant new eco-products, and airlines will continue to source these products to match their emission-reduction goals.
The only question left to ask ourselves is: what next?
We hope you enjoyed reading our Amenities feature. You may find these news stories interesting:
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