Opinion: Health warning
Flying is a tough business for both the body and an airline’s bottom line. Health and wellness expert, Adele Wolstenhulme, discusses ways to improve both
A growing band of airlines are embracing ‘wellbeing’ as an opportunity to improve onboard catering and retail offers. However, I believe the industry is missing a huge opportunity to help educate consumers on the benefits of flying fit, and the products and services that can help achieve this.
Personally, I always take my own F&B to be sure of products free from preservatives, allergens and sugar, and I also scrutinise the inflight catalogue for products that can substantiate health claims on alleviating the effects of flying.
I recognise this is a scary area for airlines because of the legalities around claims and endorsements but it strikes me there’s space for savvy airlines willing to stand out, where the rewards could be huge.
LCC Air Asia is one to watch and ceo Tony Fernandez has big ideas in this area. Aligning with partners, including health and wellness or functional medicine professionals, where ethical products and services could be ‘rubber stamped’ by experts is one way to go. F&B providers, brands and airport retailers are showing interest in this, taking the ‘health-conscious’ market to a new level.
Positive marketing can build customer loyalty, attract new passengers and begin to dispel the idea that nutritious isn’t delicious.
A little bit of education goes a long way, nutrientdense hangover cures or mile-high mood enhancers could net big rewards for onboard sales, or be a welcome addition to a wellbeing pack in First or Business.
Before Monarch’s demise the airline introduced ‘Mile-high mood food’, working with food psychologist Professor Charles Spence to make passengers happier. The food box featured ingredients to lift mood and reduce stress. Licorice and echinacea ice-cream and green tea and lavender mocha rice cakes were just a few items included to tantalise taste buds, aid sleep and give travellers an immunity boost. We need more innovation like this onboard.
I live in hope that soon the onboard offer will meet expectations – or at least convince me that the sign ‘Last stop before airline food’ proudly displayed outside one airport F&B outlet is just a bit of competitive fun.
There is space for savvy airlines willing to stand out. The rewards could be huge