On some flights, United Airlines’ passengers will be able to experience a new amenity kit provided by the airline and Away. It's the first time a commercial airline has worked with the travel lifestyle brand. For the time being, the new kits will only be available on specific routes.
Some passengers flying in premium seats on United's long-haul international and premium transcontinental routes will be able to use the new kits as of this week. Away created the new co-branded amenity packages specifically for the airline.
Three versions of the amenity packs will be available, each with personalised travel essentials and Sunday Riley's United-exclusive line of cruelty-free, clean skincare products.
"As travel demand continues to rise to unprecedented levels, travelers are seeking comfort and quality now more than ever when they fly—that's why we chose to partner with Away. Away's mutual commitment to making travel more seamless, elevated and modern design aesthetic is in perfect harmony with United's brand, and we're thrilled to have the opportunity to be the only airline to provide this unique offering to our customers."
The new kits arrive a month after the airline introduced "Good Leads The Way," its first brand advertising campaign in nearly a decade. The airline is hoping that the two efforts, in combination with other steps, would assist to improve the brand's image.