Airline Amenity Kits: How Much Do They Matter?

In first and business class on long haul flights, it’s common to receive an amenity kit upon boarding. This is typically some sort of a pouch containing some number of items, ranging from a dental kit, to eyeshades, to toiletries. As is the case with most things that airlines offer, the quality can vary significantly.

I want to talk about that in a bit more detail in this post, as I’m curious to hear how OMAAT readers feel about them. To what extent to do you actually care about amenity kits, in what ways do you use them, and do they even matter?

The ways in which airline amenity kits are important

Recently, a reader left a comment talking about how an airline had an underwhelming amenity kit, in the context of how the overall experience was. That’s a totally fair take and observation, though it occurred to me that the quality of an amenity kit doesn’t even make the list of the things that I’d factor in when deciding on the quality of an airline product.

Then I remembered that a non-travel friend recently flew Delta, and when I asked him about his flight, the first thing he brought up was the Missoni amenity kit. So clearly it’s something that people do notice, both good and bad.

Don’t get me wrong, I absolutely notice amenity kits, and the quality of them. But for me, an amenity kit is probably one of the most minor details of a premium flight experience. Like, I’d rank it not only after the obvious things (like seats, entertainment, Wi-Fi, etc.), but I’d even rank it after things like pillow and blanket quality, alcohol selection, availability of espresso, bathrooms being kept clean, etc.

As I see it, the value of airline amenity kits fits into one of a few categories:

• There’s a practical immediate use for airline amenity kits, for the things you might actually need on a flight, like eyeshades, earplugs, a dental kit, etc.
• There’s the halo effect element of airline amenity kits, of partnering with premium brands, in order to give the experience a premium feel
• Then there’s the reusability aspect of airline amenity kits, as it’s one of the only things you can take off a plane with you; obviously airlines love when passengers keep amenity kits, especially when they’re fondly associated with the airline brand

Let me just provide some examples of amenity kits that stand out, both in a positive and negative way. You have some airlines, like MIAT Mongolian Airlines, that just give you the absolute basics, like eyeshades, earplugs, etc. This is better than nothing, but that’s about all you can say, as these kits are unlikely to get any reuse. Then again, Ulaanbaatar isn’t a particularly competitive aviation market. 😉

Then you have airlines like Delta that have premium collaborations for the kits as such, in a way that passengers may want to reuse them. While the contents of the kit aren’t that exceptional, I’m sure many people keep the Missoni amenity kits, and use them to store cables, or something.

Then you have some really premium partnerships with luxury skincare brands. For example, in Air France La Premiere first class, you’ll find there are Sisley products. Skincare brands don’t get much more premium than that, and I’m sure many passengers end up using these products. During my recent La Premiere flight, Ford actually reminded me not to leave the amenity kit behind, which was the first time that has ever happened (we’ve been together for almost a decade).

Then you have airlines like Emirates, which basically give you the best of both worlds, with a premium partnership (with BVLGARI), and an unbelievable number of items, with everything from shaving cream, to deodorant, to a hair brush.

How much do amenity kits actually get used?

Airline amenity kits are a bit different than other airline product investments. For example, if an airline caters nice champagne, only so many people will drink it, and then unused bottles can be reused on the next flight. Those who consume it obviously appreciate it.

In my experience, passengers behave a bit differently with amenity kits. While not everyone takes an amenity kit home and reuses it, a vast majority of passengers open the kits and rummage through them, and maybe take out a thing or two. So they can’t be reused.

It’s interesting to note that until several years ago, Singapore Airlines didn’t offer amenity kits in business class, despite being regarded as one of the world’s best airlines. Why? Well, the airline made all individual products typically found in a kit available upon request, and argued that kits were wasteful, and the money could better be invested in the passenger experience in other ways (and the certainly invests in the experience!).

Of course as passengers, we’re not responsible for airline budgeting, but it got me thinking. Where exactly do you rank amenity kits, on the scale of things that matter onboard? For example, I recently flew Delta One business class from New York to Los Angeles. I got a Missoni amenity kit, but was then served sparkling wine that was cheaper than Korbel. That’s a bit of a premium juxtaposition, no?

Given the choice, I’d take semi-decent sparkling wine over an amenity kit. Heck, I’d take cold brew over an amenity kit (which the airline seems to have cut, as that was available for some time). But that’s just me, and I recognize we all have different preferences.

Bottom line

Amenity kits are one of the more interesting premium airline product investments out there, since it’s something that passengers can take home with them. The catch is that it’s also something that many passengers don’t care much about, and just leave behind on the plane.

I suspect amenity kits are most exciting for less frequent premium cabin travelers, who are more likely to keep them. But the more you fly, the less practical it is to actually reuse them, since that doesn’t exactly scale. If nothing else, it’s always nice to donate them to a local shelter, where they can be put to good use (which is what I try to do, for those that I don’t use).

How do you feel about airline amenity kits, and where do they rank on the list of things that matter to you on a premium cabin flight?