WELLNESS IN THE CABIN
Cabin
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With air travel experienced as stressful by many, two airlines are taking the initiative to help passengers unwind with wellness-oriented IFE offerings designed to help even the most nervous flyer rest and relax by
MELISSA SILVA
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raveling can be one of the most stressful experiences for some, if not many, travelers. From the chaos that is airport security, with its long queues and intimidating customs procedures, to the fear of flying that accompanies a considerable number of passengers boarding an aircraft, to the post-flight unease experienced at the baggage carousel, where travelers anxiously await their luggage in hopes it has made that tight connection, traveling can be taxing. Luckily, some airlines have decided to take measures to reduce the level of anxiety many passengers experience. For these airlines, just because travelers are 30,000 feet in the air, is not to say the opportunity for its customers to temporarily unwind is out of reach. As part of its health and wellness initiatives, British Airways offers tips on its website to help passengers ease their way through their journey, from tips on preparing before the flight, to sleep and exercise tips and even how to unwind after landing. In its cabins, by way of its IFE programming, the airline offers passengers a wellbeing video, designed to help them unwind while in the air. “Our current wellbeing video has been onboard since 2013, and features beautiful countryside scenery, soothing music, and demonstrations of unique, health-focused exercises designed to enhance our customer’s experience onboard with us,” says Richard D’Cruze,
Inflight Entertainment & Technology Manager for British Airways. “It’s available in all cabins, on-demand at any point in the customer’s journey on our long-haul aircraft. The wellbeing video itself has been on board BA flights since the 1990s.” In addition to the video, British Airways also offers passengers wellbeing audio programming, featuring a wide range of content that complements the airline’s wellbeing video and onboard exercise program. “Our exclusive British Airways Wellbeing Show focuses on a range of subjects including long-haul travel advice regarding deep vein thrombosis (DVT), combatting jet lag, visual meditations, deep-breathing exercises and more,” explains D’Cruze. Both the video and audio programming have been available to British Airways customers since February 2012 on all longhaul inflight entertainment systems. As part of its wellbeing audio programming category, British Airways features a series by Anna Rowe that offers several sessions, including: How to Relax on Long Haul Flights, Sleep Better on Long Haul Flights, Sleeping for Children on Long Haul Flights and Sleep.... for Babies. In addition, the programming features a collection of wellbeing music CDs, natural sounds (including Dolphins and Whales, English Country Dawn Sounds, Forest Raindrops, Ocean Sounds and more), as well as a bespoke program called, “Flying with Confi-
British Airways’ current wellbeing video has been onboard since 2013, and features beautiful countryside scenery, soothing music, and demonstrations of unique, health-focused exercises
dence”, designed to help nervous flyers. With the passenger experience top of mind, British Airways understands the importance of having such wellness-oriented resources available to its customers, which is why the video and audio programs were designed to be used either together, or separately, depending on the passenger’s specific needs. “We know that the wellbeing video is popular with customers, and has been an integral part of the British Airways onboard experience for years,” adds D’Cruze. Earlier this year, British Airways announced a partnership with Headspace, a course of guided meditation, delivered via an app or online that has been labelled, “a gym membership for the mind.” This partnership will see the airline feature some of the app’s meditation videos via a bespoke Headspace Channel, tailored specifically for air passengers.
App happy
Another wellness app called OMG. I Can Meditate! has found its way onboard with Delta Air Lines. At the end of last year, in the midst of the busy, heavy-travel holiday season, the Atlanta-based airline set a goal to add more health and wellness content to its IFE offering for its customers. “With [the holidays] in mind, we emerged with an opportunity to give our customers a great tool to remind them to breathe, de-stress and reconwww.pax-intl.com | PAX INTERNATIONAL | 27