Luxury in the airline industry has been associated with it from the beginning. In the early days, only the rich could afford to fly and were treated like royalty on board. However, as time went on, the airline industry became more mainstream to increase profits, and both worlds were maintained on the same plane, thus highlighting the differences between the luxurious experiences of first class and the narrower seats of economy class. With this well-marked difference, the desire to belong would continue to be fed and luxury would be empowered as a category. Have you ever dreamed of flying first class?
Luxury marketing has become increasingly important in the airline industry, focusing on providing experiences ranging from personalized menus to more spacious seats and exclusive lounges. This evolution of luxury has created new groups of buyers who are not only divided between first and economy class but also a new segment called Business. With this new focus, airlines can differentiate themselves from the competition and increase their customer base.
Of course, if you’re afraid of flying, even the best onboard experience can’t overshadow the bad moment, but for business travelers or those who don’t find flying a struggle, any extra detail can make for a memorable experience. Nowadays, planes not only offer gourmet meals, fine wines, or private suites, but also invest in new technologies such as virtual reality headsets to give passengers an immersive experience during their journey or massage systems built into the seats. Even some of Qatar Airways’ planes, such as the A340, have jacuzzis and saunas. Additionally, they have recently adopted artificial intelligence to reduce costs and increase efficiency.
One of the most surprising airlines in terms of luxury is Singapore Airlines, which also competes for onboard services. One of its strong points is its menu of international dishes. It offers Dom Perignon or Krug champagne. Of course, it has a seat that becomes a completely flat bed with oversized pillows and a Givenchy suit for a comfortable rest.
Each seat is equipped with a 30-inch screen, yes, 30 inches!! It has a built-in business panel with a keyboard and access to a video menu. It is also possible to connect a laptop to the panel and even have business meetings in a separate room.
Another service that impressed me is being able to check in from home. And no, I don’t mean Ryanair’s app where you randomly choose your seat so you don’t get charged extra. Some airlines send employees to your home to check in your luggage. Literally, two employees with a printer, scale, and everything they need to weigh and check your bags, print your boarding pass, and take your bags so that the customer doesn’t have to carry them or wait longer at the airport. The next day, they themselves send a company driver to the airport where you wait in VIP lounges and board the plane without queues, without waiting to complete immigration requirements.
While Air France’s first-class provides rest clothes, shoe covers, slippers, and a case with five Clarins treatments that include a sleeping mask and a toiletry bag, Etihad partnered with ACQUA DI PARMA to offer its range of exclusive amenity kits and toiletries for customers traveling on the Airbus A380. The kit includes a custom range of fragrances and toiletries in the guest’s private bathroom, which also includes a cologne kit: Colonia Pura for men and Magnolia Nobile for women, a 40ml body lotion and a lip balm, soap, and hand cream from the Colonia brand. The bathroom kits contain shower gel, body lotion, hair shampoo, and hair conditioner from the same brand.