Kuwait Airways has recently announced a wave of enhancements across its passenger fleet on the A330-900neos as well as new uniforms, new routes and improvements to its lounge offering in Kuwait. While many of the improvements will only been see by a few travelling on the airline in the near future, one element will be seen across the entire passenger experience relatively quickly. “The new uniform is a reflection of the preciousness of our people, with the great deep desert roots, while celebrating the Blue Bird’s identity since 1954,” states Kuwait Airways.

The airline may not be top of the list when it comes to thinking of good airline brands, but it’s the latest, and probably one of the last in the region to renew its brand image in a bid to compete with its glitzy neighbours. While we might have seen the passenger experience as a little ‘confused’ because of its eclectic mix of cabin classes across its fleet, this new proposition – if rolled out fleet-wide – will help secure the airline a position as a contender for those travelling through the region.

The uniforms have a similar look to those of Alitalia and Turkish Airlines, marrying a JetSet-glamour vibe with regionally inspired designs and patterns. They’re certainly going to elevate the brand positioning further, and hint at a larger brand positioning at play.

The airline has also shown images of new cabin products for its A330-900neo aircraft joining the fleet including new business suites, which feature a new, sleek private jet-insipired cabin. The seats, which feature privacy shields and storage, will be seen as an upgrade to the existing business class offerings, which still deliver a 2 x 2 x 2 seating on the 777 fleet.

There’s also the introduction of a new Premium Economy, which they are dubbing Comfort Plus, which as a naming architecture doesn’t really do this justice, as most airlines that call the product ‘Economy Plus’ just mean an economy seat with additional legroom, however, Kuwait Airways are investing in a proper Premium Economy hard product, even with a divider between the seats, something that’s culturally relevant considering its core demographic.

There are also hints of a range of new services, destinations, lounge upgrades that the airline has hinted at on its social media pages, but more information is yet to follow. Overall, this is a step in the right direction, and the more the airline does to improve its core offering, the more competitive it will become in the region.

Posted by:Jonny Clark

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