Sunday 17 December 2017

Luxury airlines go designer route with brand alliances

BUDGET flights have made holidays accessible to many, but at the other end of the spectrum premium airlines are increasingly looking to brand partnerships to differentiate themselves from the crowd.

The latest on the bandwagon is Virgin Atlantic, which has signed up Vivienne Westwood to design its uniforms (pictured left and right). Style and value-conscious business travellers will be interested to hear that there have been a host of new alliances signed by carriers and luxury brands in recent months, in an effort to associate first and business class with a sense of status.

n From February 2013, Air France business-class passengers have been served dishes designed by Michelin-starred chef Michel Roth (pictured above, right). The eight-month promotion allows passengers to choose from six main dishes. The gourmet menu is available on all long-haul flights with the carrier from Charles de Gaulle airport in Paris.

* Hot on the heels of its deal with Westwood (below), Virgin Atlantic have announced a partnership with luxury natural beauty brand Dr Hauschka. Premium passengers travelling through Virgin Clubhouses in certain UK airports will have access to a range of treatments from their therapists.

* Earlier this year, Delta announced a partnership with Westin Hotels to provide business-class passengers with in-flight amenities including 'Heavenly Bed' blankets and pillows, available on US flights. Designer uniforms, branded holistic spas and Michelin-starred haute cuisine are just the beginning. Industry executives expect to see luxury travel firms reaching even further out of their industry in the next couple of years.

Irish Independent

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