Cathay Pacific's Yoga and Meditation Program is Available to Fliers
Jana Pijak — January 31, 2018 — Lifestyle
References: cathaypacific & thedrum
Cathay Pacific recently launched an in-flight yoga and meditation program that targets travelers seeking a calm and mindfulness-focused experience. The airline's wellness-focused service is Millennial-friendly thanks to the demographic's dedication to both physical and mental health and is a partnership with Pure Yoga.
Allowing passengers to access mindfulness-themed in-flight content, the airline has launched a 'Travel Well with Yoga' series and is marketed as part of its existing 'Life Well Travelled' ad campaign.
In addition to encouraging movement and mindfulness mid-flight, this unique initiative also aims to ease flying-related fears while making travelers feel more comfortable overall. The unique marketing tactic illustrates commercial airlines' growing dedication to positioning themselves as lifestyle brands versus merely as a mode of transportation for those traveling abroad.
Image Credit: Cathay Pacific
Allowing passengers to access mindfulness-themed in-flight content, the airline has launched a 'Travel Well with Yoga' series and is marketed as part of its existing 'Life Well Travelled' ad campaign.
In addition to encouraging movement and mindfulness mid-flight, this unique initiative also aims to ease flying-related fears while making travelers feel more comfortable overall. The unique marketing tactic illustrates commercial airlines' growing dedication to positioning themselves as lifestyle brands versus merely as a mode of transportation for those traveling abroad.
Image Credit: Cathay Pacific
Trend Themes
1. In-flight Mindfulness Programs - The trend of offering in-flight mindfulness programs provides airlines with the opportunity to tap into the growing demand for wellness-focused travel experiences.
2. Millennial-friendly Wellness Services - The trend of offering wellness-focused services targeting Millennials allows airlines to cater to this demographic's preferences for both physical and mental health during their travels.
3. Positioning as Lifestyle Brands - The trend of commercial airlines positioning themselves as lifestyle brands opens up disruptive innovation opportunities to create unique and immersive travel experiences.
Industry Implications
1. Airlines - Airlines can benefit from offering in-flight mindfulness programs as a way to differentiate themselves and attract wellness-oriented travelers.
2. Wellness and Travel - The wellness and travel industry can explore partnerships with airlines to provide specialized wellness services that enhance the travel experience for customers.
3. Marketing and Advertising - There is an opportunity for marketing and advertising professionals to help airlines reposition themselves as lifestyle brands through innovative campaigns and partnerships.
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