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Airport passengers are captive audiences, and terminals and airlines continue to work hard to find new ways to help people make best use of their travel time. Bespoke experiences are one way in which companies can stand out from the competition. For a trans-Atlantic flight, one airline is providing unique inflight theatre experiences, with staff creating immersive, live, three-act theatrical performances. For certain drink connoisseurs, a Scotch whisky brand is providing multi-sensory bars exclusive to only a few duty-free European locations. The bars also provide charging points and insight into the creation of every drink, including the smell, taste and touch of the ingredients.

Springwise recently wrote about Cathay Pacific and their beer brewed exclusively for inflight consumption. Now, the company has launched a ‘Travel Well with Yoga’ wellbeing program. Travel Well with Yoga encompasses a series of six videos designed for ease of use in an economy-sized airplane seat space. Instructors from the Pure Yoga company take passengers through a range of stretching and meditation exercises. Meant for use before, during and after a flight, the exercises help maintain joint mobility and improve relaxation and overall calm. Most passengers are aware of the importance of good circulation during long periods of sitting still, and the videos are accessible in four different languages, including Cantonese and Japanese.

The program is now available on all Cathay Pacific and Cathay Dragon flights from the Lifestyle section inflight entertainment. The founders of Pure Yoga are passionate about the practice’s holistic benefits and see the partnership as a way to reach new audiences. As part of the Travel Well with Yoga wellbeing program, the Pure Yoga company is also offering Cathay Pacific Marco Polo Club members a 50 percent discount on studio joining fees and complimentary upgrades at locations across Asia and North America. How could other businesses use similar approaches to encourage their staff to complete wellbeing activities during the workday?