Ana Silva O’Reilly gets almost misty-eyed when she thinks about a souvenir from her trip to New York several years ago: an Anya Hindmarch bag, featuring a black-and-white photo of London Bridge, which she received while flying first class on British Airways.
“There was something special about the bags,” says the U.K.-based luxury-travel blogger. “They were quite exclusive but, more than anything, very usable. To this day, you see quite a few on security queues—and people smile at each other.”
Even for travelers who embrace all manner of egalitarianism on the ground, it’s hard to argue with the VIP treatment you get while riding in business or first class on long-haul flights. Of course, there’s the legroom and the increasing number of flatbed seats.
But for some passengers, the little creature comforts that many airlines offer—like a set of cozy loungewear, or a live orchid blooming over your seat—elevate the front-of-plane experience. “Although it’s not the main reason why I select which premium class I fly to a particular destination,” admits Brian Kelly, founder of frequent-flyer site ThePointsGuy, “a great amenity kit can definitely make a difference to the in-flight experience.”
The airlines are paying attention. According to the International Air Transport Association, “upper-class passengers” account for about a third of airline revenues, even though they occupy a small piece of the plane’s real estate.
When we looked around the world, we found several airlines (most, strikingly, based outside the U.S.) that butter up their first-class passengers with high-end goodie bags and instant-souvenir embroidered pajamas, along with fabulous front-of-the-cabin perks (hot shower before landing, anyone?) that can mitigate even the worst case of jet lag.
Almost maddeningly, too, those perks are not always easily re-created on the ground. Those BA amenity kits, for instance, have an “amazing lip balm that you can’t buy anywhere yet,” says O’Reilly. “I have asked the brand and was told that I would have to fly BA First again—and I could be tempted.”
Air New Zealand
Any airline that uses characters from The Hobbit for its safety video clearly doesn’t feel the need to embrace pretension. Perhaps that’s why the amenity kit in Air New Zealand’s Business Premier Class (the airline doesn’t even offer a first class) is a nice blend of luxe and quirky. You get Clarins skin-care products, a pair of hipsterish striped socks and eye masks with cheeky messages—such as “Beware I Sleep Walk”—written across the front. airnewzealand.com
British Airways
The former home of the Concorde has inspired a loyal following for its high-tone, cool-Britannia amenity kits. The centerpiece these days is a Gladstone-style bag by Sloane Street retailer Anya Hindmarch—marked with BA’s traditional seal—filled with eye gel, lip balm and moisturizer by all-natural skin-care maker Ren, and accented with a toothbrush set by D. R. Harris (a company that dates back to Victorian times). britishairways.com
Cathay Pacific
On this Hong Kong–based airline, men get a dash of Milan style with a bag by Ermenegildo Zegna filled with Acca Kappa toiletries, while ladies receive a clutch by Trussardi (once the bag maker to the British royal family) stocked with products from Australian brand Aesop.
Everyone, meanwhile, can channel some classic Oriental style in the airline’s heather-shaded sleep suits, featuring a traditional mandarin collar, made by Hong Kong designer PYE. (Coordinate with matching sleep masks and slippers.) To boost the good feng shui, first-class cabins even feature wall-mounted vases with fresh orchids. cathaypacific.com
Delta Air Lines
Thanks to the recently refreshed BusinessElite class, Delta is one of two U.S.-based airlines to make our list. Its anti-ballistic Tumi amenity bag features a Tumi eye mask as well as lotion and lip balm by sensitive-skin-friendly New York apothecary Malin+Goetz. The kit also comes with such essentials as socks, a comb, a dental kit and, for the traveling germaphobe, antibacterial wipes. delta.com
El Al
Israel’s national airline goes Italiano for its gender-specific first-class bags by Salvatore Ferragamo. The luxury brand’s goodies are inside too: Ladies receive hand cream, body lotion, facial mist and face cream, while men get shaving gel, aftershave, lip balm and their own refreshing mist. First-class passengers also receive generous perks on the ground such as complimentary chauffeur service from your house to the airport and, once at your destination, from the airport to your hotel (within 62 miles). elal.co.il
Etihad Airways
The national airline of the United Arab Emirates offers first-class amenity bags so personal that they almost seem like bride-and-groom gifts. Gentlemen are presented with a leather cuff-link box, while ladies get a Swarovski crystal–studded clutch—and both include lotions and toiletries from Swiss-made La Prairie.
The flat beds are topped with glossy, dupioni-silk-and-cotton duvets, and you can slip into your cozies in the luxury changing room, which has a full-length mirror.
There’s also no need to push the flight-attendant call button when you’re parched: First-class suites come with their own mini-bars. etihad.com
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