Luxury travel trends: airlines' luxury brand partnerships
In their efforts to lure business- and first-class
passengers, airlines are partnering with luxury brands to revive the glamour of
flying.
Budget flights
have made holidays accessible to many, but at the other end of the spectrum
collaborations between airlines and luxury brands are gaining ground as a way
to ensure luxury travel experiences remain a coveted status symbol.
Today's
discerning premium travellers appreciate collaborations that address their
travel needs or are exciting enough to catalyze patronage, especially when the
brands feel appropriately matched. Consumers are readily embracing these new
brand clusters. In the case of luxury travel, flights are an ideal platform to
showcase and offer the best of other brands' products. Limiting these perks to
premium cabins and making these branded offerings exclusive also provide the
flyer with a compelling story that continues long after the flight has landed.
Example:
Exclusive
Fabergé jewellery only available on VisaJet flights
March 2013 saw Fabergé launch a
collaborative project, Egg Miles, with private-jet charter firm VistaJet. The
jewellery brand commissioned British artist Ian Davenport to create a special
design based on Fabergé's tradition and heritage for the tail of VistaJet
planes. Over a three-week period, a range of limited-edition, egg-shaped
Fabergé pendants were also available to passengers on board VistaJet flights,
priced from $7,900 (£5,000).
Delta partners with
Westin Hotels on in-flight amenities
In February 2013, Delta announced
a partnership with Westin Hotels to provide business-class passengers with
in-flight amenities. The hospitality brand will create special 'Heavenly Bed'
blankets and pillows, which will be available on transcontinental US flights.
Marimekko and Finnair
unveil design collaboration
In 2012, Finnish design brand Marimekko
announced a partnership with national airline Finnair. All of the airline's
planes will feature a specially designed collection of textiles and tableware,
and two long-haul aircraft will feature Marimekko-designed
livery. Marimekko products will be available to purchase in-flight and at
the Finnair Plus Shop.
