TUI has collaborated with deSter in the design of premium amenity kits for its long-haul flights.
The kits were designed for TUI’s premium passengers with the aim of adding comfort, quality and value. They were introduced onboard in May.
Reusability was a key principle in the bags’ design. They were created as durable keepsakes.
The bags contain branded wellbeing products from Rituals.
The amenity kits are presented in two complementary bag ranges, each reflecting a different facet of the TUI brand.
The first range features vibrant, colourful designs developed in close connection with the TUI Care Foundation, which supports initiatives that improve the lives of young people and communities in holiday destinations around the world.
The patterns are inspired by artworks celebrating culture and craftsmanship that are created by local artists from destinations including Mexico and Croatia.
This artistic approach showcases the global reach and initiatives of the TUI Care Foundation. Leaflets inside each bag provide further context.
The second range, the TUI Base Range, offers a more refined look, fully aligned with the new TUI brand guidelines. Clean lines, modern colours and timeless design ensure a consistent and recognisable brand presence.
The amenity kits form part of a broader initiative to refresh the long-haul soft product across TUI’s 787 fleet, bringing added vibrancy, comfort and a stronger sense of identity into the cabin.
Vincent Allaerts, Senior Business Development Manager at deSter, said: “Our long-standing partnership with TUI is built on shared values and a common ambition to create more meaningful onboard experiences…At the same time, we were proud to help bring the TUI Care Foundation to life in a tangible way on board, demonstrating how even small cabin touchpoints can tell a much bigger story.”
