Cathay Pacific is upgrading its first class and business class travel experience by partnering with the luxury UK lifestyle brand Bamford to roll out a range of amenities, travel kits and bedding in the premium cabins.
First class passengers will first see a welcome reception tray when they enter the cabin. The tray will include a personalised welcome note along with a hot towel and a glass of sparkling jasmine silver needle tea provided by the UK-based tea brand Jing.
The airline said the in-flight menu will incorporate wellness as a “core pillar” of the first class dining experience along with new recipes, which range from lighter options for the main and breakfast meals to healthy alternatives such as superfood bowls and lighter protein side dishes. Cold-pressed juices from local juice company Bless, which feature “metabolism-stimulating ingredients”, and teas from Jing are also offered before breakfast.
The dishes will be served on new tableware, which includes chinaware from Nagoya-based Noritake, cutlery from British brand Robert Welch and full-size wine glasses from Austria-based glassware manufacturer Riedel.
Bedding amenities in the first class include products from Bamford such as a 600-thread-count, “100 per cent sustainably sourced” cotton mattress and duvet, a soft full-size pillow, and branded male and female amenity kits with natural skincare products presented in glass bottles.
Bamford’s products can also be found in the onboard washrooms and at select lounges around the world. The brand’s Botanic Pillow Mist will be “a key feature” of Cathay Pacific’s new turndown service, where a cabin attendant will offer to help passengers convert their reclining seat to a flat bed, decked out with covers, duvets, and soft pillows.
Business class passengers travelling on long-haul flights also get new Bamford bedding amenities, including a soft mattress topper with a larger, plusher sleeping pillow, “premium-quality” slippers, as well as a new 400-thread-count pillowcase and a two-piece duvet both made of “100 per cent sustainably sourced cotton”.
Meanwhile, passengers travelling in business class on regional flights will receive a new day blanket and a plush pillow.
Cathay Pacific will also offer new Bamford-branded business class amenity kits that it plans to roll out progressively from December 1. The unisex kits will be available in four colours and these will rotate throughout the year.
“We are incredibly excited to be unveiling many wonderful enhancements in our First and Business Class cabins, and to have Bamford, a renowned leader in sustainable luxury, as the cornerstone of our premium inflight experience,” said Vivian Lo, Cathay Pacific general manager customer experience and design.
The new offerings are part of Cathay Pacific’s new branding campaign ‘Move Beyond’.
The Hong Kong flag carrier recently announced that it will quadruple its inflight entertainment content, introduced new menus for long-haul economy passengers in partnership with Hong Kong-based Black Sheep Restaurants, and reintroduced a new version of its own craft beer Betsy Beer.