Six Senses Yao Noi offers a remarkable experience with its stunning infinity pool overlooking Phang Nga Bay, evoking cinematic nostalgia. The rustic yet private Ocean Pool Villa enhances relaxation, blending luxury with nature. The resort embodies tranquility and space, allowing guests to disconnect and savor life’s simplicity amidst untouched landscapes, far from crowded Phuket.
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TheDesignAir was created to provide an independent, ad-free platform for in-depth analysis of travel and design, distinguishing itself from typical aviation sites. Like every year I seek help to support this platform and ensure the platform remains distraction-free.
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Airline branding has shifted towards digital optimization, sacrificing uniqueness for simplicity. Many airlines now appear interchangeable, losing emotional resonance. Brands like Emirates illustrate the importance of physical experiences in building identity. Future airline brands must prioritize human connections and distinctive storytelling, using digital tools to enhance, not define, their essence.
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Lufthansa Group’s rebranding signals a shift towards cohesion and modernization amid competitive pressures. While aiming for a unified identity, concerns arise that this may compromise brand individuality and emotional loyalty. Current product inconsistencies and utilitarian lounges reflect a cautious approach. The success of this initiative hinges on enhancing passenger experience rather than mere visual change.
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Emirates is enhancing its First Class sleep experience, creating a curated ritual that integrates luxury elements like scent, textile, and service. New sustainable loungewear, upgraded bedding, and sensory turndown service emphasize rest as a journey. The cohesive approach aligns with contemporary hospitality, prioritizing well-being and sensory comfort in luxury travel.
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China Airlines, often underrated, impresses with its cohesive design and passenger experience. Notable for innovative interiors and cozy lounges, it offers a dual fleet of A321neo and A350 aircraft. Excellent service, thoughtful amenities, and gourmet meals shine, despite minor areas for improvement. The airline evolves steadily, reflecting Taiwanese charm throughout.
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JetBlue has launched BlueHouse, a new lounge at JFK’s Terminal 5, aiming to enhance its premium travel experience. The lounge offers a cozy, locally-inspired atmosphere with unique food and beverage options, contrasting traditional airline lounges. While it faces strong competition, BlueHouse marks a significant step in JetBlue’s commitment to seamless premium service.
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TheDesignAir has announced the winners of its 13th annual awards, recognizing excellence in aviation design and passenger experience for 2025. Notable winners include ANA for Innovation, Air New Zealand for Best New Uniform, and JetBlue as Design Airline of the Year in North America, exemplifying industry advancements and commitment to passenger satisfaction.
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TheDesignAir Awards 2025 public vote has concluded, but design studios, airlines, and airports can still enter the Design Innovation Award by submitting innovations introduced in 2025. This award recognizes advancements in passenger experience, with a submission deadline extended to November 28th. Last year’s winner, OmanAir, transformed its First Class to an efficient Business Class ‘Studio’.
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Qantas’ lounge network has long been a quiet expression of the airline’s national character – grounded, sophisticated, and unmistakably Australian. As the Flying Kangaroo prepares for its next great leap, the arrival of Project Sunrise and the opening of its new Auckland International Lounge mark the beginning of a more refined, residential era for its…
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From December 1st, 2025, LATAM will launch its newly reimagined Premium Business experience, celebrating South American culture through its aesthetics and service. This transformation emphasizes authenticity, warmth, and local identity while ensuring a sophisticated travel experience. LATAM positions itself as a cultural ambassador, reflecting the region’s essence and inviting global travelers to connect.
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British Airways has unveiled new lounges in Miami and Dubai as part of its £7 billion transformation, marking a shift toward a more modern, expressive travel experience. These lounges blend local influences with British sensibility, offering a comfortable and vibrant atmosphere. However, a disconnect remains between the lounges and the airline’s onboard aesthetic.
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The DesignAir Awards 2025 are now open for public voting in multiple categories, including Best Design Airline by region. Participants can vote until November 10th. Airlines are evaluated based on design aspects enhancing passenger experience rather than service metrics. Winners will be revealed in December 2025. Vote now!
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The new Terminal 1 at San Diego International Airport features a modern design emphasizing passenger experience, sustainability, and local identity. Created by Gensler, it combines spaciousness and intimacy with abundant natural light and local materials. Despite retaining traditional boarding bridges, the terminal sets a new standard for regional airports, prioritizing comfort and connection.
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LOT Polish Airlines is undergoing a significant transformation aimed at elevating its status among European airlines by 2026. This includes modernizing its fleet with new Airbus A220s and renovated 737 MAX 8 interiors, enhancing in-flight dining with Michelin-star collaborations, and improving lounge experiences, establishing a consistent and premium passenger journey.
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Emotional design in aviation transforms passenger experiences by prioritizing how travelers feel over mere aesthetics. Airlines that integrate visceral, behavioral, and reflective layers in their spaces create memorable journeys. Successful emotional design fosters positivity and resilience, encouraging repeat customers through meaningful stories, whether through soothing lounges or captivating cabin details.
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The success of narrowbody long-haul flights like Etihad’s Airbus A321LR hinges on service design, not just seating. Effective service choreography enhances the passenger experience, ensuring timely, attentive care. Unlike Iberia, which faced delays, Etihad exemplifies how thoughtful crew movement and operations can create an exceptional, intimate atmosphere in a confined space.
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Commercial aviation is evolving but faces challenges due to fragmentation among stakeholders. Teague addresses this by connecting systems and enhancing passenger experiences. By focusing on the “invisible seams” of design, Teague aims to create cohesive journeys through strategic problem-solving, prototyping, and integration, ensuring airlines and OEMs meet modern expectations effectively.
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We’re on the home stretch to 2026 already, can you believe it? 2025 is seeing a great resurgence in the use of the site, and i’m thrilled to see it! it’s great to see so many of you still engaging with the site. This year our YouTube – now in it’s 4th full year –…
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Korean Air has launched the first phase of its lounge renewal at Seoul Incheon, introducing updated Miler Club and Prestige lounges alongside new Prestige Garden lounges. The designs are modern and premium, featuring diverse culinary options and wellness spaces. However, the lack of cohesive design across different projects highlights the need for a unifying creative direction.
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Luxury in aviation is evolving from material possessions to experiential offerings, mirroring shifts in hospitality. Airlines should focus on crafting memorable journeys through cultural storytelling, meaningful amenities, and curated experiences. The future of air travel luxury lies in emotional connections and unique rituals, not merely tangible comforts.
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Cathay Pacific’s newly reopened lounge at Beijing Capital International Airport exemplifies the airline’s signature residential aesthetic. Designed by Studioilse, it features intimate spaces, a Noodle Bar offering regional dishes, and a tranquil Teahouse. With thoughtful details and a strong cultural connection, the lounge enhances the travel experience while reinforcing the brand’s identity.
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The aviation industry is increasingly adopting a generic concept of luxury, which leads to a loss of distinct airline identities. Airlines are urged to celebrate their unique characteristics and cultural roots rather than conforming to a uniform standard. Genuine luxury should evoke recognition and authenticity, creating memorable passenger experiences.
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The lounge ecosystem in the Americas is evolving, marked by increased passenger volumes and significant investments in innovation. United Airlines has introduced its largest lounge, the United Club B West at Denver International Airport, featuring 33,000 square feet and 600 seats. Designed with local influences, it offers varied seating, a seasonal buffet, and enhanced amenities, setting a new standard for future developments.
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LATAM Airlines is redefining premium travel in South America with the opening of its Signature Lima Lounge and launch of its international Premium Economy product, Premium Comfort. The lounge features South American design elements, while Premium Comfort enhances traveler experience with better seating and inflight services, although it lacks the lounge’s cultural richness. Together, these initiatives mark LATAM’s ambition to position itself as the continent’s flagship airline.
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Alaska Airlines has launched its first Boeing 787 Dreamliner with a new livery intended to reflect its global ambitions. However, the design draws comparisons to competitors and lacks distinctive branding, notably omitting the iconic Eskimo man face. Instead, it combines elements that other airlines offer, resulting in a muddled identity.
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Air New Zealand is reimagining its approach to premium travel with the upcoming Koru Lounge at Auckland International Airport. Set to open between 2026 and 2027, the new lounge will feature a warm, local aesthetic, increased seating, and distinct zones for various traveler needs, emphasizing the airline’s commitment to customer-focused design and New Zealand’s heritage.
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Jersey Airport has welcomed a new No1 Lounge, transforming a long-standing lack of premium spaces. This compact lounge combines style and functionality with varied zones, a curated buffet, and a well-stocked bar. While it enhances Jersey’s offerings, competition in the pay-per-use lounge sector poses ongoing challenges for No1.
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Qatar Airways is highly regarded for luxury and premium service, yet it faces challenges amid evolving industry standards. While excelling in amenities and personalized service, the airline could enhance its culinary offerings, uniform presentation, entertainment systems, cabin consistency, and cultural identity. Conversely, other airlines might learn from Qatar’s seamless integration, brand cohesion, and customizable dining experiences.
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Virgin Atlantic is retiring its original business class seats in favor of a premium-focused offering, reflecting strong demand in Upper Class and Premium cabins. The new configuration will reduce economy seats significantly while introducing improved lounge spaces and implementing Starlink for Wi-Fi. Updates also include a new app for Virgin Atlantic Holidays.
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