The journey matters as much as the destination, and airlines are continuously enhancing in-flight experiences to make travel as comfortable as possible. Collaborating with wellness and lifestyle brands has become a key strategy, especially for premium economy, business, and first-class cabins that now offer exceptional wellness-focused amenities. As these offerings grow increasingly comprehensive and tailored to the flight experience, we explore how these partnerships evolve and what future opportunities they might unlock.
The Demand for Wellness at 35,000ft
Airlines have made significant strides in wellness since their early days, and while amenity kits didn’t formally appear until the 1950s and 1960s, according to Simple Flying, airlines began distributing comfort items as far back as the 1930s. These early efforts were aimed at enhancing passenger comfort, a trend that has since evolved into a sophisticated array of wellness offerings across all cabin classes.
Today, wellness offerings have transformed from basic comforts into comprehensive amenities designed to enhance the entire travel experience. Airlines now cater to a growing demand for in-flight relaxation and self-care, especially in premium cabins, where partnerships with high-end brands bring added luxury to the skies.
Wellness-Focused Collaborations
In September of this year, Cathay Pacific unveiled the Aria Suite, its latest business class innovation aboard the Boeing 777-300ER, designed with an emphasis on wellness. From the texture of the seat fabric to customisable ambient lighting, every detail is crafted to enhance the in-flight experience. With features like Rohi’s ethically sourced wool for breathable comfort, a sliding partition for privacy, and mood-setting artwork, the suite creates an ideal environment for rest and relaxation.
Integral to this wellness experience is Cathay Pacific’s continued partnership with the UK beauty brand Bamford, whose premium skincare products are available in the Aria Suite and throughout other premium cabins. These amenities add a luxurious touch, ensuring that passengers can enjoy skincare and relaxation essentials that feel personal and rejuvenating, whether in business class or beyond.
“Our partnership with Cathay Pacific has taken our ambitions to new heights (forgive the pun),” George Bamford, founder of Bamford Watch Department, explained to BurdaLuxury, having recently visited Hong Kong for the opening of Bamford’s first store in the city. “I am excited that we are already planning to add to the collection with recovery in mind.”
For Bamford, the wellness focus is personal. “As a cyclist and runner, I want to approach air travel in the same way an athlete does after a workout or competition,” he said. “We focus on supporting rest and recuperation. Our signature fragrance, geranium, is known to uplift mood and promote inner harmony.”
The Bamford amenity kit features wellness essentials, including the brand’s beloved B Silent Pillow Mist. “I use it whenever I’m travelling to get good quality sleep,” added Bamford, highlighting how these products serve both his own needs and those of Cathay Pacific’s passengers, turning travel into an opportunity for genuine relaxation.
Meanwhile, Emirates is working with Mercedes-Benz and Irish luxury organic skincare brand VOYA to elevate the experience. “Emirates’ First Class product embodies the design ethos of Mercedes-Benz, bringing together two global brands renowned for luxury, innovation, and comfort,” an Emirates spokesperson told BurdaLuxury. “The First Class cabin features game-changing, fully enclosed private suites inspired by Mercedes-Benz that have floor to ceiling sliding doors, sleek design features, soft leather seating and stitching, and high-tech screen control panels and mood lighting within the suite.”
Emirates continues to enhance and elevate the “fly better” experience for its customers, unveiling a new collaboration in September 2024 with the Irish brand renowned for spearheading organic luxury – VOYA. “Recently launched onboard flights in First and Business Class, Emirates has partnered with VOYA to develop bespoke eau de toilette fragrances that encapsulates sophistication and understated luxury,” said the spokesperson. “The calming, nature-based fragrances have been thoughtfully curated exclusively for Emirates, celebrated as the first-ever eau de toilette fragrances in VOYA’s best-selling product range.”
Other collaborations persist. “Emirates enhances the luxury experience in our First and Business Class [cabins] by introducing exclusive collaborations that redefine in-flight comfort and elegance,” shared the spokesperson. “Through partnerships with esteemed brands like BYREDO for skincare, Bowers & Wilkins for headphones, and our enduring association with Bulgari for refreshed amenity kits, we carefully select items that embody Emirates’ essence of sophistication, opulence, and unwavering dedication to passenger comfort. This commitment ensures that every aspect of our passengers ‘fly better’ journey is truly indulgent and memorable experience.”
Besides VOYA and Bamford, luxury brands like Diptyque are also collaborating with premium airlines. Qatar Airways first partnered with the French perfumer in March 2021, offering their washroom products onboard and in the Premium lounges at Hamad International Airport (HIA). In 2022, the airline expanded this collaboration by introducing an exclusive amenity kit in partnership with Diptyque. “Passengers will be delighted to discover a generous number of items inside their amenity kits, including one of Diptyque’s signature fragrances for women and men,” a Diptyque spokesperson told BurdaLuxury. “Through this exclusive partnership with Qatar Airways, we have further elevated premium travel, raising the bar for all other airlines.”
“We felt it was important to offer a selection that closely reflects the products passengers will discover in-store, even though some items are not part of our offering due to airline requirements,” added the spokesperson. “All the cosmetic products we selected are linked to our ‘L’Art du Soin’ range. We are also very proud to include 10ml eau de toilette in the kits, a generous size that allows passengers to experience the Maison’s fragrance craftsmanship.”
Singapore Airlines’ business class feature amenities from Penhaligon’s, while Turkish Airlines collaborates with Ferragamo. In contrast, some airlines prioritise local brands; for example, Air New Zealand, proudly partners with Aotea to highlight skincare inspired by traditional Māori herbal practices in its new onboard amenity kits. Finnair features amenity pouches designed by Marimekko, while TAP Air Portugal partners with the Lisbon-based cosmetic brand Benamôr. British Airways, on the other hand, sources high-quality bedding and amenity kits from The White Company.
Picking Partnerships
Selecting the right partners can be a lengthy process, particularly when collaborating with established brands. “At Emirates, we meticulously select brand partners for our in-flight amenities based on a set of stringent critera that include quality and alignment with our brand values,” shared the Emirates spokesperson. “We prioritise partnerships with renowned brands that share our commitment to excellence and luxury. These collaborations are thoughtfully curated to enhance the overall passenger experience by offering our customers exclusive and premium amenities that elevate their journey with Emirates to a new level of comfort and sophistication.”
Diptyque also maintains a strict criteria. “Travel is an elegance we cultivate. Diptyque is therefore delighted to offer Qatar Airways passengers wellness and pleasure in the skies,” said the spokesperson. “To concoct our precious perfumes, we seek out the noblest ingredients from around the globe. With this exclusive collection, we aim to provide an enchanting experience to passengers by using the same perfume as our retail offer.”
Bamford’s relationship with Cathay Pacific is all about making customers feel at home. “I love to travel and want to feel as at-home as possible on a flight, so prioritising the wellness of Cathay [Pacific]’s travellers and making every journey as comfortable as possible was at the forefront,” explained George Bamford. “It meant we absolutely had to include our award-winning B Silent Pillow Mist, which promotes restful sleep. I want everyone who uses it to wake up with a smile on their face. We also offer kits for first-class passengers, both male and female, which cater to different skin types, which I think brings some individual luxury to travel.”
Opportunities
While onboard amenities and wellness features significantly enhance the travel experience, there are sill ample opportunities for growth in this sector. Sonia Samtani, founder of the Hong Kong wellness and hypnotherapy centre, All About You, emphasises that airlines can further improve the journey, particularly for nervous travellers who might benefit from additional support.
One potential approach is to offer personalised wellness programmes that cater to individual needs, such as mindfulness exercises or relaxation techniques. This could create a more soothing environment, helping anxious passengers feel more at ease.
“From my experience, it’s common to find several passengers on most flights feeling nervous, perhaps even taking something like Xanax to ease their anxiety,” Samtani told BurdaLuxury. “Depending on the intensity of their fears, some might experience heightened anxiety during moments like takeoff, landing, or turbulence. I’ve often imagined how powerful it would be to offer support to these individuals in real-time, as I’m deeply aware of how overwhelming these moments can feel.”
While having a therapist on board for every passenger may not be practical, inflight entertainment systems could certainly incorporate more wellness-focused features. For instance, airlines could offer a wider selection of guided meditation sessions, calming music playlists, and relaxation videos designed to help travellers unwind during their flight. Additionally, integrating breathing exercises, sleep aids, and wellness tips into the entertainment options could provide valuable support for passengers seeking to reduce anxiety and enhance their overall comfort. “Imagine having access to hypnotherapy specifically designed for nervous flyers, or videos where a therapist gently guides passengers through calming techniques and breath work. These tools could offer immense comfort and help people regain a sense of calm throughout their journey,” she said.
Captain Amit Dayaram from Hong Kong Express Airlines suggested that airlines could integrate wellness initiatives early in the booking process.
“If purchasing goods such as an airline ticket online is digital based, then why not let the journey begin from the time they send the ticket to the consumer,” he suggested in a conversation with BurdaLuxury. Dayaram recommended including links at the bottom of booking confirmations, similar to those for hotels and car rentals. These could lead to resources such as aviation safety information, insights from therapists on overcoming fear of flying, and treatments from reputable wellness centres aimed at managing anxiety even before passengers start packing their bags. By partnering with wellness brands, airlines could proactively address travellers’ concerns, fostering a sense of comfort and support right from the outset of their journey. “By tying up with wellness brands, airlines can help passengers with certain issues about flying before their journey even begins,” he said.
Bamford’s George Bamford concurs. “Sleep and recovery are super important. I am incredibly proud of the team at Bamford and their experience and research in wellness techniques, breath work, and meditation,” he said.
In terms of what’s next, Bamford said that personalisation is something they’re looking into. “The next stage will be a concept that is close to my heart: personalisation,” he said. “I want to offer a bespoke collection for each passenger; including everything they need and nothing they don’t.”
