Since the Hapag-Lloyd Express as a low-cost carrier does not spend money for expensive give-aways, direct mailing and promoting actions, the airline uses on-board sickness bags as a tool for dialogue. The passengers can express their opinions to the airline by notices on the bag or by email (its address is listed on the back of the bag).

Customer service received 2% more emails. Increase of sympathy for the airline: In total, 20% more air sickness bags of HLX are taken by passengers than on other airlines (corresponds to five bags per flight). In the meantime, these bags are traded as cult-objects on eBay.