Cathay Pacific redefines the First class and Business cabin experience with new Bamford products

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.”

So what exactly will First class passengers experience?

Let’s start with the bedding and turndown service. This is where you’ll find some real “warp and weft” magic, with soft 600 thread-count cotton sheets, pillowcases and duvet covers. The turndown service comes with a choice of soft or firm pillows, plus a spray of Bamford’s bestselling Pillow Mist, infused with frankincense, lavender and marjoram to aid sleep. Bespoke JING teas complete the experience: the Soothe and Calm blends will aid digestion and encourage relaxation, respectively.

Mills says: “We’ve worked with Bamford to elevate the bedding range. The 600 thread-count cotton is one of the highest in the sky, and the cotton is sustainably sourced.”

The amenity kits, meanwhile, have been revamped with a premium case and contain glass-bottled Bamford products. Women’s kits feature a four-stage moisturising and skincare range curated by Bamford to combat the effects of flying, while men will receive products from the Bamford Grooming Department sub-brand, including a facial mist.

“The aim was to design something that customers would want to take away with them,” says Mills. “So we were really thinking about a bag that was practical and functional, but also stylish. We opted for larger bottles which customers can continue to use after their flight.”  

Aside from the Bamford partnership, the dining experience continues to shine with stylish china, cutlery and glassware, and a menu that offers healthy options.

The breakfast service also features an extended menu with lighter options including a superfood breakfast bowl with nuts and seeds. “We have created a healthy, wellness path through the menus,” explains Mills.

Passengers flying Business are also experiencing the Bamford touch. Large pillows and mattresses are provided, featuring 400 thread-count cotton pillowcases and duvet covers – all sustainably sourced and delivered in reusable bags to help the airline remove millions of plastic bags from the equation each year. Passengers will also be provided with a pair of slippers, and on regional flights, a premium day blanket and pillow. 

The new Business amenity kits have been designed with a strong focus on sustainability. Offered in a contemporary bag, available in four colours, the kits are thoughtfully curated with Bamford’s skincare products including a cooling gel, multi-purpose balm and the brand’s award-winning pillow mist. Each item is packaged in eco-friendly materials for easy recycling. Featuring a larger format similar to the First class offering, passengers can continue to use after their journey.

Passengers will also find premium dental products from Waken packaged in sustainable materials, as well as an eco-friendly bamboo toothbrush, ear plugs wrapped in paper packaging and an adjustable eye mask.  

A choice of appetisers is available as part of the Business cabin dining experience, while the meal service continues to be enhanced with ordering devices to support the Cabin Crew.

The holistic partnership with Bamford, combined with our onboard service experiences, has elevated the premium travel experience to new heights. Mills says: “What really resonated with Bamford was the alignment between our brand values and design execution – we thought about things in the same way, so we have found a really good partner.”

Product highlights

Amenity kits

Stylish kits featuring Bamford’s skincare and beauty products packed in sustainable materials and in larger sizes to use beyond the flight.

Dining

Customisable menu items with wellness options, and rice cooked on board. The breakfast menu also includes a superfood energy bowl and/or eggs cooked onboard to your preference, served with fine glassware and crockery.

Bedding

600 thread-count bedding, a choice of pillows and turndown service with relaxing teas and a soothing pillow mist in First class; 400 thread-count bedding in Business cabins.

This story was originally published in December 2019 and updated in March 2025.