For an industry that loves to shout about First Class doors and ever more elaborate Business Class suites, some of the most interesting innovation is happening far more quietly. Premium Economy, once a clearly defined middle ground, is beginning to stretch in two directions at once. Some airlines are doubling down on the “economy” side…
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Virgin Atlantic’s refreshed Heathrow Clubhouse reflects a necessary recalibration rather than a radical change, acknowledging a drift in alignment over two decades. The update enhances experience with thoughtful touches, echoing elements from the Los Angeles Clubhouse while embracing a distinct British opulence. This shift signals a potential redefinition of luxury in aviation, inviting speculation on future developments in their onboard experience.
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Airline branding has shifted towards digital optimization, sacrificing uniqueness for simplicity. Many airlines now appear interchangeable, losing emotional resonance. Brands like Emirates illustrate the importance of physical experiences in building identity. Future airline brands must prioritize human connections and distinctive storytelling, using digital tools to enhance, not define, their essence.
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From December 1st, 2025, LATAM will launch its newly reimagined Premium Business experience, celebrating South American culture through its aesthetics and service. This transformation emphasizes authenticity, warmth, and local identity while ensuring a sophisticated travel experience. LATAM positions itself as a cultural ambassador, reflecting the region’s essence and inviting global travelers to connect.
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Air New Zealand is reimagining its approach to premium travel with the upcoming Koru Lounge at Auckland International Airport. Set to open between 2026 and 2027, the new lounge will feature a warm, local aesthetic, increased seating, and distinct zones for various traveler needs, emphasizing the airline’s commitment to customer-focused design and New Zealand’s heritage.
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Jersey Airport has welcomed a new No1 Lounge, transforming a long-standing lack of premium spaces. This compact lounge combines style and functionality with varied zones, a curated buffet, and a well-stocked bar. While it enhances Jersey’s offerings, competition in the pay-per-use lounge sector poses ongoing challenges for No1.
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PriestmanGoode is revolutionizing aviation design by centering on human experiences and long-term strategies, addressing evolving passenger needs and sustainability. Their employee-owned structure promotes collaboration and innovation across multiple sectors. Projects like Riyadh Air and United’s Polaris demonstrate their holistic approach to creating cohesive, branded journeys while addressing industry challenges and nurturing future talent.
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Etihad Airlines, under Chief Commercial Officer Arik De, embraces its underdog status while focusing on innovation in premium travel. Launching the world’s first International First Class Suite on a narrowbody A321LR, the airline aims to refine its offerings. With significant investments, Etihad is poised to redefine luxury in air travel, enhancing passenger experience across various classes.
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SAS is introducing a new uniform for its 9,000 staff, blending Scandinavian traditions with modern design. The update aims to reflect a contemporary airline identity while emphasizing professionalism, safety, and inclusivity. Designed primarily in-house, the uniforms feature gender-neutral options and welcome personal expression, marking a significant cultural shift for SAS.
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Thompson Aero Seating has officially launched its much-anticipated VantageNOVA (a seat i managed to experience at AIX earlier this year). It’s a premium herringbone seat designed for twin-aisle aircraft. As the latest addition to the successful Vantage seating family, the VantageNOVA aims to revolutionise passenger experience with an innovative blend of comfort, flexibility, and customisation,…
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It’s apparently amenity kit season, as a range of airlines including United, Thai Airways, Hawaiian and Brussels Airlines have all released new amenity kits in a bid to enhance the passenger experience. There are two key trends emerging in these kits now, something that we had been hoping airlines would embrace moving forward. One was…
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Now those with a good memory will notice that the announcement of Saudia’s new brand feels a little bit familiar. That’s for good reason. Saudia’s latest livery is actually a previous incarnation of the brand image from the 1980s. A time when futurism was based on a mix between brutalism and pixelated screen technology, which…
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Anyone who has visited South America will appreciate how strong the design culture is there. So it’s no surprise that the de-facto airline of the region LATAM has celebrated its cultural roots with two new amenity kits, which have sustainability at their heart. This new release reflects one of the emerging trends TheDesignAir predicted for…
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Alaska Airlines isn’t shy of special liveries. In fact, its first ‘Salmon Thirty Salmon’ livery – which celebrated the airline’s involvement with the shipment of the precious and tasty cargo –was so popular it returned in 2012. While the airline isn’t the only US carrier to adorn their aircraft with marine life, with Southwest also…
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Virgin Atlantic has just revealed its latest social space found on the final five A350’s that will be delivered for the carrier. Instead of ‘The Loft’ – the social space found on its first wave of A350’s – the last few Airbus aircraft to be delivered have been configured for the carrier’s leisure routes. This…
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Etihad Airways is the latest carrier to unveil a new safety video, with no surprises that the carrier has opted to film on location at Louvre Abu Dhabi, to give passengers across the globe, a glimpse of what attractions the capital has to offer. This is an emerging trend, something we’ve already covered a few times,…
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For those of us who are trying to juggle the ever-changing landscape when it comes to emerging from our stay-at-home caves and craving some Vitamin D, there’s finally good news on the Horizon. As countries start their vaccination programmes, destinations like Greece are finally opening up to those vaccinated, COVID-free and those who’ve recovered from the virus…
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Aviation is awash with blue. Approximately a decade ago, the skies were filled with blue liveries, interiors lined wall-to-wall with blue seats, carpets, and uniforms in every shade of navy. While design studios have gradually peeled airline brands away from such a strong design vertical, what caused such visual dominance in the industry?
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Acumen, the London based design studio, has been working with JetBlue for several years, reimagining the passenger experience. Back in 2016 they commenced work on the new A321neo cabin, but they have also worked on the new A321LR project which graced the news this week, thanks to its innovative business class cabin featuring the new…
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Situated approximately 40kms from Ho Chi Minh City Centre, the latest super-hub airport in Asia last week commenced construction, with an estimated first phase completion in 2025. The Long Thanh International Airport is one of the most interesting new airport developments globally right now, and reflects the relatively huge upswing in air travel to and…
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Entertaining children on long-haul flights – as any parent would know – is an art form, balancing sugar intake, sleep and restlessness is an all consuming part of the flight. Thankfully Singapore Airlines have taken a creative and beautifully simple approach to entertaining kids on their flights with the adoption of a new Origami amenity…
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We’re sat in the busy ‘Bridge’ lounge in Hong Kong airport, surrounded by the hustle & bustle of the café area and the sound of Illy espressos being perfectly ground and poured by barista staff. The Bridge is one of six lounges in Hong Kong International Airport, and is one of the latest in the…
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