Category: Full Service Airline
Concept launched: September 2024
Elements: Catering, Comfort, CSR Elements
As part of global strategy to strengthen Royal Air Maroc’s brand image, enhance customer satisfaction, and differentiate itself in a competitive market, the airline has launched a number of new inflight products promising to delight passengers.
With a new Business class tableware range and an eco-friendly blanket, the objective was to reflect Morocco’s rich heritage while meeting the functional requirements of inflight service.
Catering
The brief given to Royal Air Maroc’s supplier Global Inflight Products (GIP) was to create elegant and distinctive tableware to enhance passenger comfort and enjoyment, leaving a lasting positive impression of their onboard dining experience. The tableware was also required to embody Moroccan culture through its shapes, a design that is both modern and authentic, and the core values of Royal Air Maroc.
Dining with refined tableware enhances the overall enjoyment of the meal. Furthermore, appropriate presentation, such as using a bowl for soup or a tagine, can make the meal more appealing and emphasise the colors and textures of the food.
The new tableware serves as a tangible representation of Royal Air Maroc’s dedication to excellence, innovation, and quality. It is an innovation that seamlessly blends cultural representation with functional design. By incorporating patterns and designs inspired by traditional Moroccan tableware into a contemporary format, this collection marks a regional first, establishing itself as a unique offering in the competitive premium air travel market.
This tableware is more than just dining equipment; it tells a story. It honours Moroccan culture while adhering to global standards of luxury. Through this selection, Royal Air Maroc delivers a memorable passenger experience and reaffirms its dedication to both excellence and authenticity.
Comfort
Royal Air Maroc’s new eco-friendly Polar Blanket enhances passenger comfort while promoting sustainability. It is made from 55 recycled plastic bottles and packaged with an elastic band bearing the message, “I used to be a plastic bottle.”
For long-haul flights, blankets are pre-placed on Economy seats, creating a welcoming atmosphere. On medium-haul flights, blankets are provided upon request, allowing cabin crew to engage with passengers by highlighting the eco-friendly innovation.
The primary goal was to merge comfort with environmental responsibility. This initiative demonstrates the airline’s commitment to reducing plastic waste and fostering a circular economy, aligning with global sustainability goals.
The eco-friendly blanket elevates the customer experience by providing warmth and comfort while instilling a sense of contribution to a sustainable future. It serves as a talking point for passengers, enhancing their perception of the airline’s CSR efforts.
CSR
For the Polar Blanket, the design team focused on utilising post-consumer waste to create a high-quality, aesthetic blanket. By replacing traditional plastic packaging with an elastic band and promoting the recycled message, the product symbolizes innovation and environmental awareness.
From material sourcing to onboard distribution, the process reflects a seamless integration of sustainability with passenger comfort. Cabin crew training ensures effective communication of the blanket’s eco-friendly story, further enriching the passenger journey.
The concept showcases excellence through the use of innovative materials, thoughtful design, and the reduction of environmental impact. It establishes the airline as a leader in sustainable aviation practices.
The eco-friendly Polar Blanket represents a paradigm shift in onboard amenities by combining functionality with sustainability. It offers a memorable touchpoint for passengers and sets a new benchmark for eco-conscious practices in the aviation industry.
Could Royal Air Maroc win Cabin Concept of the Year 2025? Find out in Hamburg at our Awards celebration on Tuesday April 8 2025, at the Taste of Travel Theatre within the World Travel Catering & Onboard Services Expo (WTCE).
