Global carriers embracing local culture to please customers


The global aviation industry has made great strides in enhancing passenger comfort and travel experience over the past decade. According to the new trend currently in vogue in the industry, international carriers are making a beeline to embrace the local culture to provide a distinct identity and enjoyable experience to the passengers.

Etihad Airways is leading the trend by providing a local touch to its newly designed amenity kits, which it has introduced in 2014. The amenity kits have been fabulously crafted with the patterns based on designs that are traditionally used on the Bedouin tents, cushions and blankets in the UAE.

Peter Baumgartner, Chief Commercial Officer of Etihad Airways, said that people who are visiting Abu Dhabi would always want to take along with them a souvenir back to their home reflecting the culture of that place. The amenity kits with traditional designs are aimed at providing the customers that exclusive and local feel of having visited the UAE.

Even the Taiwanese carrier China Airlines is not to be left behind in the race. The airline’s use of the local design on its new Ray Chen’s product recently aptly reflects the growing trend. To provide the local touch in its cabins, the airline hired the services of Mr. Chen, a renowned architect in Taiwan, who created the fascinating design utilizing the swaths of Persimmon wood veneer to make them unique. The finishes, fabrications and a coherent color palette together provide an amazing local touch to the cabins. The local Taiwanese culture is also beautifully showcased in the airline’s new “Sky Lounges”, which prominently feature walk-up bar offering Taiwanese teas and coffees, along with snacks and local dried delicacies.

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