With concern growing regarding the effects on health of long-haul flying, British Airways asked JHP to consider the evolution of its portfolio of wellbeing products and communication. The prime conclusion was that wellbeing and good living exist on the same continuum. One persons concern over air quality is matched by anothers' stress from not being able to smoke for 8 hours.

The programme included consideration of all aspects of the physical and psychological wellbeing of passengers throughout their entire journey.

Output from the project has included the new in-flight wellbeing video, relaxation music, lounge based treatments and the design of the new inflight washrooms.