# Pregnancy Train Passes Virgin Trains Brings Ease to Both Travel and Pregnancy with 'Mum Passes' By Laura McQuarrie | Published 2016-03-17 | Autos Source: Trend Hunter, https://www.trendhunter.com/trends/travel-and-pregnancy References: [huffingtonpost](http://www.huffingtonpost.co.uk/2016/01/29/virgin-trains-mum-pass_n_9109898.html) & [virgintrains](https://www.virgintrains.co.uk/) In order to prevent the stress of travel and pregnancy from putting unnecessary strain on an expectant mother, [Virgin Trains](https://www.trendhunter.com/trends/virgin-australia-2) launched the 'Mum Pass.' The complimentary pass can be picked up by [expectant mothers](https://www.trendhunter.com/trends/bala-mama) 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](https://www.trendhunter.com/trends/accessibility-roadmap) 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. ## Trend Insights (Trend Hunter) - Score: 3.0/10 - Popularity: 24% | Activity: 57% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Autos](https://www.trendhunter.com/autos) ## Key Themes ### 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. ## Related on Trend Hunter - [Pregnancy Wellness Plans](https://www.trendhunter.com/trends/eating-for-pregnancy.md) - [Expecting Mother-Themed Burgers](https://www.trendhunter.com/trends/pregnancy-whopper.md) - [Branded Pregnancy Scans](https://www.trendhunter.com/trends/pregnancy-scans.md) - [Accessible Train Upgrades](https://www.trendhunter.com/trends/journey-beyond-rail.md) - [Accessible Train Interior Designs](https://www.trendhunter.com/trends/proteus-rail-interior-system.md) - [Airline Employee Nursing Kits](https://www.trendhunter.com/trends/nursing-cover.md) - [Pregnancy-Inspired Sub Sandwiches](https://www.trendhunter.com/trends/jersey-mikes-1.md) - [Maternity-Supporting Snack Lines](https://www.trendhunter.com/trends/nutrizoe.md) - [Pain Advocacy Passes](https://www.trendhunter.com/trends/pain-pass.md)