In today's highly competitive airline industry, in-flight catering and promotional materials have become critical factors in influencing passengers' airline choices. Passengers seek not only a comfortable flight experience but also appreciate details that make them feel special. In this context, customized catering and promotional items play a significant role in enhancing customer satisfaction and strengthening brand loyalty for airlines.

The positive impact of in-flight catering on brands

In-flight catering not only improves passengers' travel experience but also directly influences how brands are perceived. Especially on long-haul flights, the quality of meals, snacks, and beverages offered can help passengers relax and make their journey more enjoyable. Carefully selected and presented catering enhances the brand's prestige and makes passengers feel valued.

Customized catering allows airlines to differentiate themselves. For example, offering local delicacies establishes a cultural connection and provides passengers with a unique experience. Such catering strengthens brand image and encourages passengers to choose the airline again. Additionally, in-flight catering can prompt passengers to share their experiences on social media, increasing the brand's digital visibility.

When it comes to in-flight amenities, several airlines stand out for their unique and luxurious offerings:

  • Emirates: Known for its opulent amenity kits, Emirates includes high-end skincare products, refreshing facial mists, and scented pillow sprays, all designed to enhance the comfort and luxury of the flight experience.
  • Singapore Airlines: This airline collaborates with Lalique, a renowned French crystal company, to provide premium skincare products in their amenity kits. The bags are frequently updated with new designs, making them a collectible item for frequent flyers​.
  • Qatar Airways: Qatar Airways partners with the French luxury brand Diptyque to offer amenity kits that include body lotion, lip balm, face cream, and exclusive fragrances. The packaging aligns with the airline's sustainability efforts, using vegan leather and recycled materials​​.
  • JetBlue: JetBlue's Mint class amenity kits are particularly unique, featuring products such as electrolyte drink mixes and reusable pouches that can transform into mesh backpacks. These kits reflect JetBlue's innovative and edgy approach to in-flight comfort​.
  • TAP Air Portugal: Partnering with the Portuguese cosmetic brand Benamôr, TAP Air Portugal provides amenity kits with hand-made, natural beauty products. These kits include items like rose extract face cream and Alantoíne hand cream, emphasizing transparency and ethical production.

These airlines excel not only in providing comfort during the flight but also in creating a memorable and luxurious travel experience through their carefully curated amenity kits.

Incorporating local flavors into in-flight offerings: A case for Air Equinox's Snacks sub-brand

In countries like Turkey, where civil aviation is relatively new, there are a limited number of low-cost carriers, and these companies often view in-flight catering not as a promotional tool but as an additional revenue stream. As someone who frequently travels with these airlines out of necessity, I belong to the group that advocates for a certain level of in-flight catering to be included in the ticket price.

While preparing some products for Air Equinox's Snacks sub-brand, I considered what could be included with the ticket to enhance the flight experience. One of the first product groups that came to mind was fruit juices, especially in light of the liquid restrictions being implemented at airports.

Specially selected to showcase the flavors of the Çukurova region, these fruit juices include orange, strawberry, grape, and pomegranate. These fruits were chosen not only for their delicious taste but also to bring a piece of the Çukurova region's rich culinary heritage to passengers, making the in-flight experience unique and memorable. The packaging of these juices has been carefully designed to reflect their regional origins and appeal to passengers looking for a refreshing and authentic taste of Çukurova.

The impact of promotional materials on travel experience

Promotional materials are small gifts or products given to passengers during the flight. These items enhance the travel experience and play an effective role in increasing brand awareness. Promotional materials can include headphones, sleep masks, hygiene kits, and specially designed bags. These items boost passengers' loyalty to the brand and make their travel experience memorable.

Brands must focus on quality and functionality when selecting promotional materials. High-quality and practical promotional items ensure that passengers use them even after the flight, helping them remember the brand. Moreover, eco-friendly and sustainable promotional products reflect the brand's commitment to environmental responsibility, creating a positive image among passengers.

In-flight catering and promotional materials are crucial in increasing customer satisfaction and ensuring brand loyalty for airlines. Quality and customized catering enhance the brand's prestige, while promotional materials enrich the travel experience and increase brand retention. Airlines can gain a competitive advantage and strengthen customer loyalty by strategically utilizing these elements.

Another important product group was the design of teas made from the fruits and special herbs of the Çukurova region, ensuring that the Air Equinox brand remains present in travelers' homes even after their flights. Notably, these teas include eye-catching and aromatic varieties such as orange and jasmine. Orange tea, in particular, stands out as it has not been widely offered before. These unique tea options have been added to the Air Equinox Snacks sub-brand.

Other potential products that could be developed include chocolate, dried fruits, and sandwiches made from the region's agricultural and livestock produce. However, the initial presentation focused solely on fruit juices, teas, two types of wine, and coffee pods compatible with capsule coffee machines. These offerings aim to provide passengers with a taste of Çukurova's rich flavors, both during and after their flights.

The impact of comfort on sales and customer loyalty in air travel

Today, air travel remains popular due to its time-saving benefits and the ability to cover long distances quickly. However, ensuring that these journeys are pleasant and comfortable offers a significant advantage in encouraging passengers to choose the same airline again. People tend to prefer brands they have previously had enjoyable and hassle-free experiences with for their future travels.

Elements such as comfortable airplane seats, ample legroom, quality refreshments, and entertainment options positively influence passengers' travel experiences. These details strengthen passengers' connections with the airline and enhance the airline's reputation. A comfortable flight reduces passengers' stress, making the journey more enjoyable and increasing the likelihood of them choosing the same airline for future trips.

Increased customer loyalty translates to long-term success for airlines. Loyal customers not only prefer to fly with the same airline again but also share their positive experiences with others. This helps the airline attract new customers and boosts brand recognition. Airlines that provide comfortable travel experiences enhance customer satisfaction, build a loyal customer base, and ultimately see a positive impact on sales in the long run.

While designing the in-flight amenities and comfort materials for Air Equinox, I took into account the distance each aircraft travels in a single trip as a reference point. For the aircraft categorized under Equinox Swift, usually designed with the Airbus A321 XLR model, I created eye-catching pillows made of cotton fabrics that align with the brand identity. These pillows are easy to distribute and collect, considering dynamic, swift, and efficient boarding and deplaning processes. Additionally, for the longer flights envisioned for the A350-900 XWB aircraft, I prepared Mediterranean-themed pillows and porcelain plates designed to match the pillow covers, intended for in-flight services and as keepsakes for passengers.

The unique feature of the pillows being available in multiple designs is their collectible nature. This idea is akin to a fun game, encouraging passengers who travel with Air Equinox to collect different pillows each time they fly.

These materials not only make passengers feel special but also positively contribute to the brand awareness and image of Air Equinox through social media shares featuring these items.

Just like Starbucks' iconic cups, Air Equinox's juice bottles offered as in-flight refreshments on short flights, which are encouraged to be reused, and the pillows provided on long flights, emphasize that the airline is not merely offering a flight service but is engaged in a 360-degree marketing activity. This unique approach helps Air Equinox stand out in its own league.