Fiji Airways is making a change that’s likely to be controversial, but I actually think the thought behind it is reasonable.
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Fiji Airways eliminates business class amenity kits
Travel Weekly has an interesting story about the evolution of Fiji Airways, which has turned into quite the success story in recent years, especially in comparison to to so many other government owned airlines based on vacation islands (Air Tahiti Nui, Air Mauritius, Air Seychelles, etc.). The airline is a pleasure to fly with, and clearly cares about providing a good passenger experience.
Along those lines, the airline is rolling out a “service innovation” that might be a bit controversial. The airline has made the decision to do away with amenity kits in business class. As Fiji Airways’ outgoing CEO, Andre Viljoen, describes the decision, “we’ve been measuring for years now how many people take the amenity kit home and actually value it and the number that are left behind,” and “we started waking up that we are wasting money.” Viljoen explains that “the primary motive is to be differentiating and to offer something better.”
In lieu of amenity kits, flight attendants will pass through business class with a tray of many of the same items that you’d ordinarily find in the amenity kits, including face cream, socks, eyeshades, etc.
While it counters the trend, I think this is fair
People will have varying takes on Fiji Airways’ decision to eliminate amenity kits in business class. These are very much a standard amenity that customers have come to expect in business class, though I think that’s more due to precedent, rather than airlines all putting extensive thought into it, and deciding on an ongoing basis that it’s something that customers value.
On the one hand, amenity kits are something that customers have come to expect, and for some travelers, they’re items that they hold onto in the long run, and that are reused. Airlines are happy when people keep these amenity kits and use them, since it’s a nice reminder of the brand.
On the other hand, I’d argue that there are way more people who just leave their amenity kits behind, and maybe take one or two items out of the kit. That just represents a huge amount of waste, especially when it’s offered as a standard.
I talked about this topic in more detail some time back, about the importance (or lack thereof) of airline amenity kits. If you can provide a good selection of individual items to customers, I think there’s nothing wrong with eliminating amenity kits.
Bottom line
Fiji Airways is eliminating amenity kits in business class. The company’s CEO believes these kits are wasteful, as so many people leave them behind. I don’t think he’s wrong, the question just comes down to how you balance that waste with managing the expectations of those who view an amenity kit as a basic feature of business class.
What do you make of Fiji Airways dumping amenity kits?
Flew with them 2 days ago. I asked them about slippers, eye shades - nothing was on board, only earplugs. A brochure at the seat advertised free “beauty thinkers” from Italy (antioxidant cream and boost) which are provided if requested. I had the ask for it several times before finally I was given one as we were approaching Nadi.
I think this is great! Especially on an environmental level- it’s just additional waste we don’t need. I flew business class home yesterday and I didn’t even touch the kit. I like the idea of having it on demand or request certain items of the kit. I hope more airlines will follow.
The most important thing is the case, particularly if you don't fly that airline often.
This is awesome and for me the true definition of luxury. Darn, I somehow forgot my earplugs / eye mask / toothpaste? Yes of course we have that for you on request but we're not going to saddle you with a bag of stuff you don't need.
I like the Singapore model of having a shelf in a lavatory or galley, maybe with a basket of empty pouches, and people can build their own kit if they wish.
Gosh, the next thing you're going to tell me is that everyone is going to thoughtfully stop giving you a tote bag when you make a donation to their charity. It's all just creating positive associations with a brand for a small period of time. Yes these things get relegated to the back of a closet, but you may use the amenity kit for a little while, you may use the tote bag for a...
Gosh, the next thing you're going to tell me is that everyone is going to thoughtfully stop giving you a tote bag when you make a donation to their charity. It's all just creating positive associations with a brand for a small period of time. Yes these things get relegated to the back of a closet, but you may use the amenity kit for a little while, you may use the tote bag for a little while, etc.
If you're looking to redirect the money, you don't have to give a "kit bag" - just make a really awesome pair of pajamas or socks and hand those out instead, and have some hand cream and toothbrushes and ear plugs in the bathrooms or with the FAs. It wouldn't be that hard to distinguish your brand...
I mean, how much could the delta trading cards possibly cost to produce. Just creating positive brand association.
JAL gave my kids model A350s, another toy wind up plane, a small hand towel, origami... I mean... I'm not expecting every airline to suddenly become JAL, but these are all really low cost pieces of (awesome!) junk that create positive brand associations.
Marketing budgets work! These kits are more marketing than soft product, and could...
I mean, how much could the delta trading cards possibly cost to produce. Just creating positive brand association.
JAL gave my kids model A350s, another toy wind up plane, a small hand towel, origami... I mean... I'm not expecting every airline to suddenly become JAL, but these are all really low cost pieces of (awesome!) junk that create positive brand associations.
Marketing budgets work! These kits are more marketing than soft product, and could be partially allocated to that side of the ledger if someone is really looking to 'cut costs' or at least have certain financial metrics read differently.
I travel 8-10 round trips in long haul F / J every year. If I took every amenity kit home, I’d have no place for them. I always carry my own kit which has much better products than what any airline offers and leave the airline amenity kit untouched.
Most amenity kits are low quality, like AA's new one on 787-9P, so it shouldn't be surprising people are not using them or keeping them compared to actual quality ones such a Cathay.
I think all they need to do is provide on demand, instead of putting it on every seat. I collect them, but also, my wife never seems to run out of need for "comsetics"gs bag, which he re-use everytime.
I have numerous pouches from previous flights, re-using the nice and useful ones in many ways, in the house and while travelling. Yes, there is a lot of waste on a flight, half of the passengers do not really use them, but setting aside the whole waste management thing, aren't they included in a ticket price?
I like the SQ way of requesting one and/or certain items if needed.
I personally love getting an amenity kit, though admittedly some of them are really weak (I'm talking to you VS). I still use my SQ (Ferragamo) and AA (This is Ground) bags regularly when I travel. I can understand the desire to reduce waste though. I wouldn't mind if they were optional, but I don't want to see them go away.
I did like what HA did on my recent flight: give you the bag...
I personally love getting an amenity kit, though admittedly some of them are really weak (I'm talking to you VS). I still use my SQ (Ferragamo) and AA (This is Ground) bags regularly when I travel. I can understand the desire to reduce waste though. I wouldn't mind if they were optional, but I don't want to see them go away.
I did like what HA did on my recent flight: give you the bag on its own and then a FA walked by to offer each of the toiletries to fill it before takeoff. I'd be okay if more airlines did the same.
Don't really have a problem with this tbh. Hasn't Singapore Airlines been doing essentially this for years?
Only thing I can really think of against this is Fiji is more of a leisure carrier than SQ so passengers might be more eager for a souvenir to take home.
I agree that it's understandable. When I first started flying business class about 20 years ago I would get excited about the amenity kits and would always take them home and collect them. But they ended up just piling up, never used and when I moved I just threw them out in a giant garbage bag, which seemed very wasteful. I also noticed how Singapore Airlines doesn't give out kits but you could ask for...
I agree that it's understandable. When I first started flying business class about 20 years ago I would get excited about the amenity kits and would always take them home and collect them. But they ended up just piling up, never used and when I moved I just threw them out in a giant garbage bag, which seemed very wasteful. I also noticed how Singapore Airlines doesn't give out kits but you could ask for any individual item or get what you needed from the lavatory. They're a nice touch, but I don't view them as necessary. I think the Singapore/Fiji model works fine, or do what some Airlines do with business class perks and make it on a request basis or limit to only the longest haul flights.
If Delta cut amenity kits, would you call it thoughtful? Or would you bash them say they're less premium than AA and UA?
The problem is it ends up being items are stocked in the lav for passengers to rummage through.
Just imagine tens of people with varying levels of hygiene rummaging through supplies. It’s a microbe fest.
That is why I find the sealed amenity kits better. Plus Fiji pouches are awesome and reusable. And i saw everyone taking these with them in the couple of flights I had with them. Anecdotal yes. But nowadays when...
The problem is it ends up being items are stocked in the lav for passengers to rummage through.
Just imagine tens of people with varying levels of hygiene rummaging through supplies. It’s a microbe fest.
That is why I find the sealed amenity kits better. Plus Fiji pouches are awesome and reusable. And i saw everyone taking these with them in the couple of flights I had with them. Anecdotal yes. But nowadays when an airline tries to reduce cost under various guises I would take their excuses with a grain of salt.
It's fair if they reinvest savings elsewhere for the passenger, not as a pure cost cut.
I'm bummed! I collect the amenity kits and I have a roundtrip flight on Fiji Airways in February so was looking forward to a new kit :-(
I'd be much happier with a self-serve onboard selection, where premium pax can grab what they like, without asking, ringing call bell, or deciding on the spot, when the FA brings a selection up the aisle, once during the flight.
Out of thousands of flights, I rarely take the entire amenity kit. I actually prefer if they come around with a la cart choices, since I rarely have room to add amenity kits on a RTW trip or similar. Where I don't want to see kits disappear is places like SQ Suites etc, and they become keepsakes for rare travel.
I think a more sustainable way forward would be to have a full amenity kit available to those that request one.
And if any items are left behind and untouched, recycle them.
This is understandable. I personally love to take Amenity kits with me as a memento or (if I fly a 4 leg return flight with the same airline) as give-aways for my friends and family, so getting one on demand would be nice. I recently learned you can do this with Austrian (and presumably all LH carriers?) for medium-haul flights.
I agree with this concept, although their amenity kit was subpar in the first place which I would argue contributes to people leaving them behind lol.
I like what Singapore Air did. I had to ask for an amenity kit, which they had in reserve, to get the nice pouch. I reuse those for storing cables, toiletries, and other bits and bobs. Its always fun to remind myself of a prior trip when I'm packing for the next one.
I believe some carriers have flight attendants bring around a tray of amenities a la carte as well, but for me the...
I like what Singapore Air did. I had to ask for an amenity kit, which they had in reserve, to get the nice pouch. I reuse those for storing cables, toiletries, and other bits and bobs. Its always fun to remind myself of a prior trip when I'm packing for the next one.
I believe some carriers have flight attendants bring around a tray of amenities a la carte as well, but for me the pouch is the most useful thing.
At the same time, if I just needed a sleep mask, I wouldn't want to open a fresh kit. If you fly so often that you have hundreds of amenity kits, don't ruin it for people who want a nice memento, especially if they don't fly premium cabins as often.
If nobody is taking your amenity kit, then your amenity kit sucks, and you should probably beef up your amenity kit and make a better amenity kit and make a better bag which I will reuse as a pencil case or a makeup bag.
How many pencil cases or makeup bags do you need? I have 8 longhauls this year, what am I supposed to do with 8 bags?
I usually take one as a memorabilia if it's a new airline, otherwise I just leave them at my seat. Some airlines, e.g. TK, seal them so if passenger doesn't even open it, they can reuse them.
I bring everything from my own toothbrush and toothpaste down to lip balm and moisturizer. Why not just have the essentials on request or stocked in the lavatory? Don't JALs cabin attendants walk around the cabin with a basket full of toiletries that one might need along with face masks Ben tends to love and enjoy?
I think slippers and pajamas could be more useful as people tend to sleep in their own clothes. (I tend to bring my own on long-haul flights.)
The alternative Fiji is offering seems perfectly reasonable.
Hope more airlines do the same because I agree that is a lot of wastage.
Why not go with the new system and still offer a full amenity kit on demand for the seemingly few people who really value them?
I never cared about amenity kits personally, though I understand that some of the items may come handy to some. If those items are still available, just not handed out by default, I see this as a fairly positive change. No one loses anything, but waste is reduced.
I don't have a problem with this. I sometimes keep mine but often don't. Rather just pick and choose although I do get the novelty of the full kit for those who do not travel often in business.