Amenity Kit Trends: Cutting Waste, Supporting Charitable Causes & Chasing Luxury
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In a previous piece for APEX, FORMIA CEO Roland Grohmann predicted the future of the amenity kit would be “more personalized, sustainable, and socially responsible,” and recent news suggests he was onto something.
Encouraging Passengers to Make an “Intentional Choice”
At the end of April, long-haul low-cost carrier LEVEL announced the launch of its new amenity kits, which aim to embody its “Fly your Way” tagline. Available for free to premium economy passengers and for purchase in economy, there are four kits on offer depending on their focus during the flight.
Passengers who want to sleep can opt for the “Sleep your way” kit, which includes a sleep mask, socks, and earplugs; while those prioritizing wellbeing can opt for “Glow your way,” a kit featuring a comb, vegan lip balm and facial mist from Barcelona-based vegan cosmetics company HAAN. The “Enjoy your way” kit includes headphones, while the “Smile your way” kit consists of a toothbrush and toothpaste.
Designed in partnership with Linstol, the kits are packaged in recyclable FSC-certified paper. While they also include a canvas bag with a design inspired by Barcelona that is changed every three months, with Linstol suggesting passengers collect them all – so it isn’t necessarily actively encouraging passengers to “consume less” onboard – the fact they have to choose what they want will inevitably mean less wastage.
It has echoes of Singapore Airlines’ “take-what-you-need” model, wherein products like dental kits, combs and earplugs are available on request in both business class and premium economy class rather than handed out as a matter of course.
Elsewhere, leisure airline beOnd is also offering what is calls a “personalized” amenity kit in partnership with Avant skincare, with beOnd’s CEO Tero Taskila stating, “Luxury travel is evolving, it’s no longer about abundance, it’s about intention.”
Drawing Passengers’ Attention to Important Causes
Charity-centred amenity kits are nothing new. For example, Qatar Airways has long been creating limited-edition kits in support of Breast Cancer Awareness Month emblazoned with the iconic pink ribbon.
Last year, the carrier also debuted amenity kits in support of World Autism Month – another initiative it has supported for years – but has taken things further with its equivalent 2025 offering. Rather than just “adding” a blue ribbon to its standard luxury offering, Qatar Airways selected four artists from the Shafallah Center for Persons with Disabilities to design the kits for its long-haul economy- and premium economy-class cabins. The kits are arguably more effective at creating visibility for autism, as they have a personal, human story behind them.
And airlines aren’t just stopping at visibility – they are encouraging passengers to “give” too. While many airlines have their own charities and ask for passengers’ pennies for that, charity-branded amenity kits offer further encouragement for donations. For example, American Airlines’ Stand Up to Cancer amenity kits included a QR code inside as part of its annual fundraising campaign.
Pairing up with a charitable foundation is not just a boon for the charity itself, but also improves passengers’ perception of an airline brand. Emirates’ work with United for Wildlife is a good example. The sustainably sourced amenity kits feature endangered animal species Emirates is working to protect, such as the sea turtle, African elephant, blue macaw, gorilla, shark, lion, pangolin and black rhino, showcase the creatures.
Elevated Luxury: More than just a Pouch Full of Goodies
While it is true that airline amenity kits are more frequently swaying towards sustainable and charitable designs and contents, it is simultaneously clear that the quest for ultimate luxury is nowhere near abating. This is evidenced not only in the recent spate of new brand partnerships that have been announced – SAUDIA has teamed up with Elie Saab; Aeromexico has partnered with Lancel, Singapore Airlines is working with Le Labo, the list goes on – but also by Delta’s latest tie-up with Missoni.
As PAX International writes, “the partnership will [see the] launch [of] a luxurious Delta One collection, which includes a Missoni bedding set designed for Delta, along with a suite of amenities that include a refreshed Delta One amenity kit, custom socks, slippers and an eye mask.” The luxe nature of this move is highlighted in stark contrast with Delta’s amenity kits from way back when, which it showcased at the bottom of the press release accompanying the move.
Will Technology Evolve Airline Amenity Kits Further?
Amenity kits may have been around since the dawn of commercial aviation, but there is still room for innovation. Although airlines are certainly embracing the concept of sustainable and socially responsible amenities, is there a possibility for further personalization with the help of technology?
The advent of artificial intelligence opens up the opportunity for truly special experiences – could first class passengers soon be filling in a pre-flight questionnaire about how they like to spend their time and then be greeted with a kit onboard based on their goals for the flight or their preferred brands and/or products? That way there is still the likelihood of less waste, but also the chance to surprise and delight customers.