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