Luxury Innovation Takes to the Skies
From designer uniforms to bespoke literature, the airlines who know how to succeed in today’s competitive travel market are reaching far beyond the norm to satisfy luxury consumers.
Museum Space: The French know how to do culture, and this use of an airport — normally a dead zone for culture — truly met those expectations. For its inaugural exhibition, the Museum Space gallery at the Charles de Gaulle airport in Paris showed 50 work from the Rodin Museum, including “The Thinker” and “The Kiss”.
Bespoke Literature: In the height of personalized service, Qantas collaborated with Hachette Publishing to create a collection of bespoke books, tailored to last the duration of your flight. The books, available for free to Platinum Fliers and called “Stories for Every Journey”, feature uniquely designed covers and include a personal note from the Qantas CEO.
Art in the Air: During the month of February, Virgin Atlantic Upper Class showcased the works of British artist work of Ben Eine on their New York – London leg, at the first-ever airborne commercial art gallery. The Gallery in the Air exhibition featured 10 of Eine’s typography-style works, ranging from £2,500 to £15,000. The works were displayed at Virgin Atlantic’s London Heathrow, JFK and Newark Clubhouses and, during flight, Upper Class passengers virtually toured the Gallery to watch footage of their construction. If they chose to purchase a piece, they could in the same way they would make a duty-free shopping purchase.
Luxury Lounging: If art isn’t to your taste, airlines such as Virgin Atlantic have made certain their premium lounges will spoil travelers rotten. Their Clubhouses include expert mixologists creating the perfect cocktail, full spas (at Heathrow and Gatwick airports), and Revival Lounges to prepare you for your re-entry into the world. From a chauffeured-driven arrival to a soak in a Jacuzzi to a martini in a James Bond-esque venue, lounges such as Virgin’s Upper Class will tempt you to stay grounded.
Curious what other innovations the airline industry has implemented for their luxury travelers? Read more.