Summary:
- Etihad Airways launches Business Class Destination Collection, featuring 14 collectable city-inspired amenity kit designs across its global network.
- New onboard partnership with LANEIGE introduces hydration-focused inflight skincare for enhanced passenger wellbeing.
- Collectable, design-led amenity kits combine destination storytelling, personalisation and wellness to elevate premium cabin experience.
Etihad Airways is introducing a new premium onboard experience in Business Class with the launch of its Destination Collection – a series of collectable amenity kits designed to celebrate the airline’s global network while elevating inflight wellbeing through a new partnership with Korean skincare brand LANEIGE.
Rolling out progressively across the airline’s network this summer, the Destination Collection features 14 different designs inspired by cities served by Etihad, transforming the traditional amenity kit into a collectable travel keepsake.
The new concept builds on the success of Etihad’s First Class Finjans programme, which also uses destination-inspired collectables to celebrate the airline’s global footprint and Emirati heritage.
“This new amenity kit collection reflects everything Etihad stands for: thoughtful design, a strong sense of place, and an elevated guest experience,” said Arik De, Chief Revenue and Commercial Officer, Etihad Airways. “Celebrating destinations across our network and partnering with LANEIGE to enhance inflight wellbeing, we’re going beyond to create an experience that feels personal, curated, and beautifully considered for our Business guests. Each kit a collectable keepsake inspired by the places we connect and meaningful even after your journey ends.”
He added that the programme also reflects a shift in how Etihad approaches product design internally. “This is an exciting move for Etihad, bringing our Business amenity kit design in-house allows us to empower the extraordinary talent across our organisation and provide the opportunity to create with purpose. The result is a collection that is authentically Etihad, designed by our people from start to finish.”
A network-inspired collectable concept
The Destination Collection features two bag styles – Pouch and Slim – each available in seven colourways representing different cities across Etihad’s expanding global network. Each design incorporates destination names and geographic coordinates, with detailed interior artwork reflecting the identity of each city. Every kit is also individually numbered, reinforcing the collectable nature of the concept. The initial rollout includes seven destinations: Abu Dhabi, Krabi, Mumbai, Lisbon, Addis Ababa, Calgary and Atlanta – spanning both established and newly launched routes, with additional cities to be added as the collection evolves.
At the heart of the collection is the Abu Dhabi edition, a tribute to the airline’s home and heritage, featuring design references to the Zayed National Museum and the city’s wider cultural identity.
Each flight will carry a mix of designs, ensuring passengers receive a different version on each journey – reinforcing repeat engagement and collectability.
Elevating inflight wellbeing through skincare innovation
Alongside the design-led transformation of its amenity kits, Etihad is also introducing a new wellness-focused inflight experience through a partnership with LANEIGE, one of the world’s most recognised K-beauty brands.
Etihad is the first airline to collaborate with LANEIGE, integrating its hydration-focused skincare products into its Business Class offering as part of a broader wellbeing strategy.
“This partnership represents a deeply meaningful milestone for LANEIGE, bringing our skincare expertise into the flight environment and extending the LANEIGE universe beyond the ground,” said PilKyung Choi, Brand President of LANEIGE. “By uniting LANEIGE’s skin barrier science with recovery-focused care for travel-stressed, jet-lagged skin, we are creating an effortless, sensorial experience designed to support comfort and energy at altitude.”
Guests will receive a curated selection of LANEIGE products onboard, including the Water Sleeping Mask, Lip Sleeping Mask and a hydrating hand cream, designed to support comfort and hydration during long-haul travel.
A broader shift towards experiential inflight design
The Destination Collection and LANEIGE partnership form part of Etihad’s wider focus on elevating the inflight experience through design, wellness and personalisation.
From collectible cultural storytelling to science-backed skincare, the airline is increasingly blending product innovation with brand experience to create more memorable and differentiated premium cabin offerings.
As airlines continue to compete on experience rather than seating alone, Etihad’s latest initiative highlights how amenity design is evolving into a strategic touchpoint for brand storytelling, passenger engagement and inflight wellbeing.
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