Sky High Design

Airlines are partnering with notable brands and talents to offer passengers an elevated experience

- Ramsey Qubein

AIRLINE BUDGETS ARE understandably topheavy on fuel, staffing, maintenance and aircraft. But they also spend a lot of money on strategically chosen partnerships that enhance the passenger experience. Typically, this type of investment is something that full-service airlines concentrate on as they tend to have larger marketing budgets or focus more on premium amenities.

Today, there are quite a few affiliations between airlines and some of the world’s top brand names. Here’s how you can travel in the lap of luxury and sample what’s behind those storefront designer windows, even at 35,000 feet.

In the air

One of the fastest ways to win over passengers is through the stomach. Airlines know this well, and they invest substantially in partnerships with notable chefs and brands.

Singapore Airlines sends its chefs to the world-famous Golden Door spa in California to learn from the wellness retreat’s culinary team. They help farm vegetables and sample flavors to see what works best at altitude while also focusing on wellness and nutrition, which is imperative since the carrier operates some of the longest flights in the world. And American Airlines’ stylish new lounges in New York and premium cabin onboard menus were designed in partnership with the James Beard Foundation.

 Both partnerships demonstrate how airlines are tapping into the latest trends of locally sourced, healthy food that also appeals to consumers. In addition, working with emerging chefs and supporting local and organic producers shows that airlines are aware of what people care about today.