In a bid to generate additional cash-flow and stay connected to its passengers, Malaysian Airlines is now selling premium cabin items via its e-retail store. Involuntarily homebound customers can now snuggle up in in-flight pajama sets wrapped in a business class duvet and enjoy the airline's Business Suite Amenity Kit for between $20 and $30 apiece.
As travel restrictions remain firmly in place, airline ingenuity in coming up with additional revenue sources beyond ticket sales continues. With business and long-haul travel predicted to be the slower segments to rebound when regulations do begin to ease up, Malaysia Airlines is bringing its premium cabin experience to grounded travelers instead.
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Pajamas, duvets, and amenity kits
The carrier is now selling signature items previously only available to premium passengers on board one of its aircraft via its flagship e-retail store called Temptations. A business class duvet sells for RM110 ($27), and the airline's business suite amenity kit costs RM99 ($24). Malaysia Airlines also lets customers get their hands on its premium pajama set for RM119 ($29).
Lau Yin May, Malaysia Airlines' Chief Marketing and Customer Experience Officer, said in a statement shared with Simple Flying that,
"Everyone from all walks of life who miss flying with us will now have a chance to re-create their flying experience with our best cabin merchandise at home. Rest assured that these items are all new and ready stocks. We hope that by making these signature items available, our customers can reminisce their happy memories of flying with us as we look forward to welcoming them onboard for their Fly Malaysia experience again soon.”
Initiative follows peanut success
The Business Suite Amenity Kit is made in partnership with London-based luxury leather goods brand Aspinal of London. It contains skincare products from French beauty brand Payot and travel essentials such as socks, an eye mask, a comb, earplugs, and dental hygiene products from Miradent.
The signature pajama set also includes an eye mask and socks, as well as a zip-up top, pants, slippers, all packed in a reusable tote bag. Meanwhile, the duvet is s made from a blend of cotton and polyester and features the airline’s iconic Wau Bulan - a Malaysian moon-kite.
Malaysia Airlines said it was making the products available following the recent 'overwhelming response' to its signature salted peanuts. These are also available via the Temptations platform and sell for RM15 ($3.70).
All of the items can be delivered to the shopper's home in one to two weeks. Unfortunately for Malaysia Airlines fans abroad, none of the products are listed as available for international delivery.
In good company
The oneworld member is not the only airline that has come up with new and inventive means of generating some extra revenue while waiting for ticket sales to pick back up. Struggling THAI Airways, which recently submitted its rehabilitation plan, has sold everything from cutlery and champagne to bags made from old life jackets in a bid to raise cash.
Singapore Airlines turned two of its A380s into successful restaurants. Finnair has offered home delivery of its in-flight dining and sells its signature juice in national supermarkets.
From which airline would you purchase in-flight items, and which ones? Tell us why in the comments.