Turning left instead of right when boarding an aircraft is like stepping into another world: a world of lie-flat seats, champagne on arrival and amenity kits filled with goodies. And that world just got even more enticing.

Cathay Pacific has reimagined the premium inflight experience through a filter of wellness: think plush bedding and pillows, enhanced dining options and elevated amenity kits.

Underpinning this evolution is our collaboration with Bamford. The premium British lifestyle brand, run by its founder Carole Bamford, has long been attuned to sustainability and nature, from the renowned Daylesford Organic Farm to luxurious clothing, skincare and homeware products.

Bamford’s holistic approach to wellbeing was an inspiration for Cathay Pacific. “We wanted to take a similar approach by finding ways to tie wellness into our overall hospitality product,” says Bernard Mills, Cathay Pacific’s Head of Dining and Hospitality.

“Rather than thinking about an amenity kit as an amenity kit and a blanket as a blanket, we wanted to have a thread to link the elements together more, and the Bamford brand has allowed us to do that,” says Mills.

“In Bamford, we found a brand that was very much in tune with our values in terms of quality, care and sustainability,” says Mills. “The enhancements we’ve made have created an experience that focuses on comfort, relaxation and sleep.”