In order to prevent the stress of travel and pregnancy from putting unnecessary strain on an expectant mother, Virgin Trains launched the 'Mum Pass.'
The complimentary pass can be picked up by expectant mothers at a ticket office, in return for showing their passport photo and a Mat B1 form. With a pass in hand, a pregnant woman is then able to approach on-board train staff when there are no seats available in order to be given a standard or first class seat out of courtesy.
To support the Mum Pass, Virgin Trains is also experimenting with a new menu called the 'Cravings Collection,' which caters to odd food demands a woman may experience during pregnancy with charcoal biscuits, anchovies, chocolate and Marmite.
Key Themes Behind This Trend
- Pregnancy Passes
- The 'Mum Pass' innovation opportunity lies in exploring partnerships with other transport companies to extend the concept to other forms of travel and benefit more pregnant women.
- Hospitality for Pregnant Women
- Hotels, restaurants, and other hospitality businesses can follow in Virgin Trains' footsteps and innovate by offering similar services and experiences catered to pregnant women.
- Customized Food Collections
- The 'Cravings Collection' innovation opportunity lies in developing customized food collections catering to specific dietary requirements and conditions such as allergies, diabetes, and gluten intolerance.
Where This Applies
- Transportation
- The transportation industry can innovate by offering similar services across different modes of transport to improve the travel experiences of pregnant women.
- Hospitality
- The hospitality industry can innovate by providing customized services and amenities for the different needs of pregnant women, such as comfortable seating, food cravings, and other specialized requirements.
- Food and Beverage
- The food and beverage industry can innovate by offering customized food collections for customers with specific dietary requirements, as seen in Virgin Trains' 'Cravings Collection' for pregnant women.
