Chopard, Ferragamo, Rimowa and L'Occitane are just a few of the many luxury brands that FORMIA offers to its airline customers. Yves Alavo is FORMIA's Executive Director, oversees the company's marketing activities. He says that he has seen clear airline brand preferences based on region. "Airlines nowadays strongly distinguish their brand image by the branded product they select for their onboard amenity. We have seen in many instances that the cultural identity factor (the desire to use local brands) has played a stronger role in the choice of brands, followed by the brand recognition or retail presence in the region and finally brand image." Regarding multi-national ad campaigns, he says it is far more likely than not, that a brand's promotional efforts will benefit airline partners by beginning the brand engagement before travel and even helping airlines to screen brands for compatibility. Good exposure for a brand is clearly beneficial to an airline offering it as part of an amenity kit. Conversely, this poses the question of how one partner in that relationship might be affected by any negative press surrounding the other. "It depends on what type of PR we are talking about," says Alavo. "Airlines always have the option to take the product off board if they want to. However the impact is more likely to affect the brand than the airline. We need to keep in mind that inflight amenities are an ancillary business for airlines and the biggest impact good or bad press has is on the brand's retail activities." In terms of logistics, Alavo said he feels that global brands with sizable production capacity and retail networks are in a good position to supply airlines, especially those having a clear strategy towards the travel and hospitality markets. At the World Travel Catering & Onboard Services Expo FORMIA will be entertaining visitors with a forum on the pursuit of hedonism as a new wave of luxury that they feel reflects the majority of luxury consumers, such as first class travelers. According to FORMIA the forum will be presented and moderated by a renowned trend-watcher.