Emirates continues its long-standing partnership with the Italian luxury house Bulgari, rolling out the 18th iteration of its amenity kit collection for First and Business Class passengers. The Spring/Summer 2025 line will debut on select long-haul routes, including Emirates' flagship Dubai–London Heathrow and Dubai–New York JFK services, with a phased introduction across the carrier's global network.
Design and Fragrance Details
The new kits are designed to complement Emirates' recently retrofitted cabins, which feature updated color palettes and premium materials. First Class passengers receive faux leather kits in rich seasonal tones, containing 30ml bottles of Bulgari's Le Gemme fragrances: Sahare for women and Yasep for men. Business Class travelers get travel-friendly kits with Bulgari favorites such as Rain Essence and Omnia Crystalline.
Beyond fragrances, the kits include premium skincare essentials from Bulgari's skincare line, along with practical travel items like socks, eyeshades, and earplugs. Notably, select components are manufactured from recycled materials, aligning with Emirates' broader sustainability initiatives, such as its Emirates SkyCargo network expansion that incorporates fuel-efficient freighters.
Strategic Importance for Emirates
The amenity kit refresh underscores Emirates' strategy to differentiate its premium product in an increasingly competitive long-haul market. As airlines like Qatar Airways and Singapore Airlines also invest heavily in onboard luxury, Emirates leverages its Bulgari collaboration—now spanning 16 years—to maintain brand cachet. The kits are part of a broader investment in the passenger experience, which includes complimentary Dubai hotel stays for certain booking classes, as detailed in Emirates' summer 2025 promotion.
Industry analysts note that amenity kits have become a key battleground for premium carriers, with airlines such as Delta Air Lines partnering with Missoni and British Airways teaming with The White Company. Emirates' Bulgari kits, however, remain among the most recognized in the industry, particularly for their use of high-end fragrances.
Sustainability and Sourcing
Emirates has emphasized responsible sourcing in the new collection, with recycled materials used in kit components. This move aligns with the airline's broader environmental goals, including its commitment to reducing single-use plastics onboard. The carrier has previously introduced recycled blankets and eco-friendly packaging in economy class.
The amenity kit rollout also coincides with Emirates' ongoing cabin retrofit program, which is upgrading interiors across its Boeing 777 and Airbus A380 fleets. The new kits are designed to harmonize with the refreshed cabins, creating a cohesive aesthetic from boarding to arrival.
Market Context
The luxury travel segment continues to grow, with premium cabin demand rebounding strongly post-pandemic. Emirates reported a 15% increase in First and Business Class revenue in its most recent fiscal year, driven by routes to Asia and the Americas. The airline's investment in onboard amenities is part of a broader trend among Gulf carriers to attract high-spending travelers.
For travel professionals, the new kits serve as a tangible differentiator when advising clients on premium cabin choices. Agents can highlight the Bulgari partnership as a value-add for clients booking Emirates First or Business Class on long-haul itineraries, particularly on routes where the kits are available.
The collection will be gradually introduced across Emirates' network, with priority given to flagship routes. Passengers can expect to see the new kits on flights from Dubai to destinations including London, New York, Sydney, and Tokyo by mid-2025.
