Tap into re­tail trends

Onboard Hospitality - - How To... -

Paula Wines

has joined Galileo Water­mark to strengthen its ameni­ties team. Here she ex­plains how the re­tail world can in­spire new op­por­tu­ni­ties on­board


Today, our ex­po­sure to re­tail brands is con­stant, and the trends we need to watch are no longer set by the brands alone. So­cial me­dia, celebrity en­dorse­ments and In­flu­en­tial col­lab­o­ra­tions with brands in­creas­ingly in­flu­ence what be­comes the 'next big thing' and the chal­lenge is to keep dream­ing up new ways to trans­late the favoured re­tail, lux­ury and fash­ion brand DNA into de­signs for on­board amenity kits.


It's im­por­tant to bench­mark the in­dus­try and keep abreast of the trend­ing ideas, and I do a LOT of com­par­a­tive shop­ping to keep on top of this. From that I see, cus­tomi­sa­tion and per­son­al­i­sa­tion in de­sign are key to prod­uct de­vel­op­ment this year. De­sign in­spi­ra­tion comes from all over: from the re­tail brands per­haps but also from a paint­ing in a mu­seum or a leather tech­nique, a de­tail on a piece of cloth­ing to a flower petal. De­sign in­spi­ra­tion re­ally is every­where.


When an air­line aligns with a brand it is im­por­tant that the two share mu­tual goals and as­pi­ra­tions. Air­lines want to de­liver a de­sir­able prod­uct and that means a prod­uct that com­bines the emo­tional and the prac­ti­cal. The emo­tional re­sponse is the one which drives a per­son's de­sire for a prod­uct and leaves the mem­o­rable im­pres­sion; while the prac­ti­cal el­e­ment is im­por­tant be­cause the prod­uct has to have a use­ful func­tion. The prod­ucts have to ap­peal to a wide au­di­ence of per­son­al­i­ties too.


In an in­dus­try where au­to­ma­tion is mak­ing ev­i­dent head­way I be­lieve there are many ex­cit­ing op­por­tu­ni­ties in the way we de­velop and de­liver amenity kits on­board. One of the great ad­van­tages that air­lines have is that their pas­sen­gers are a cap­tive au­di­ence. This al­lows them to pro­mote prod­ucts to an al­ready en­gaged cus­tomer. Pro­grammes can be de­signed to cap­ti­vate them pre­flight, in­flight and post flight and with these var­i­ous op­por­tu­ni­ties comes the chance to of­fer them in­creas­ingly greater choice, on de­mand prod­ucts, cus­tomised prod­ucts or the op­tion of more lux­u­ri­ous of­fer­ings.

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