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One of the most interesting and consumer-friendly burgeoning trends in in-flight hospitality is the branded partnership. High-end brands and local luxury companies are working with airlines to take their products to consumers 30,000 feet in the air.

Onboard amenities from luxury brands BoseGivenchy, and Westin Hotels provide travelers with a better, more comfortable in-flight experience, and brands with a captive audience and potential customer base. In travelers’ infinite search for local authentic experiences, some airlines are also taking local goods like Yoshinoya and Marimekko in to the skies.

Research agency discussed onboard hospitality trends at the 2013 AIX Passenger Experience Expo in Hamburg, Germany earlier this month.

The group’s presentation also touched airlines’ transformation into cultural ambassadors,  in-flight concierge services, and how technology is changing the way that airlines interact with passengers. Flight attendants and ground crew armed with tablets keep track of passengers’ flyer status and are prompted to thank customers for their business or their loyalty. Tablets are also being provided for flyers for individualized entertainment options.

Photo Credit: The new Marimekko tableware is available in Finnair's business class. Finnair