With British Airways recently announcing that it is listing a hydration solution as part of its short-haul offering, this signals a growing shift in how the travel industry is addressing the physiological challenges of flying.
It’s part of the same movement that has seen biocentric lighting systems introduced into aircraft cabins, hotels, and workplace environments. These systems align artificial light with the body’s circadian rhythms, directly supporting hormonal balance, alertness, and sleep quality. Light and hydration are two of the most fundamental biological levers in travel wellness; one sets the clock, the other maintains the engine. Together, they address two of the most immediate and measurable physiological stressors of air travel.
Even on short-haul routes, passengers are exposed to low cabin humidity, reduced air pressure, and extended periods of inactivity. The result is accelerated dehydration, cognitive fatigue, and a noticeable dip in post-travel performance. By embedding hydration into the onboard service, airlines are moving from offering “refreshment” to providing targeted biological support.
The emergence of onboard hydration solutions is just the beginning. The future lies in integrated, science-led protocols that manage the full spectrum of travel-related stressors, from fluid loss to circadian disruption, across all sectors where performance matters. HMN24 provides a circadian-aligned system, ensuring travellers, executives, and athletes don’t just arrive; they arrive ready to perform.
Our offering doesn’t just target the airline industry, but it aligns directly with broader trends across hospitality, corporate wellbeing, and elite performance environments:
Hospitality: Wellness tourism is forecast to exceed $919 billion by 2025, with hotels increasingly investing in circadian lighting, jet lag recovery rooms, and biological timing protocols. HMN24 products slot seamlessly into these environments, providing guests with timed nutritional support that complements lighting and recovery infrastructure.
Corporate Performance: With burnout now the baseline and a significant proportion of UK adults reporting overwhelm and sleep-related issues, HMN24 protocols are being used in executive performance programmes to manage hydration, circadian alignment, and recovery for travelling teams.
Athletic Performance: In elite sport, where travel-induced circadian disruption can erode performance, HMN24 delivers a turnkey travel stack. Research shows that integrated jet lag protocols, combining light, nutrition, movement, and sleep strategies, can reduce symptoms by up to 60%, directly impacting readiness on game day.
As airlines begin to incorporate hydration into the passenger well-being experience, the question now is which carriers will take the next step by integrating full circadian-aligned travel protocols.
Some have already started down this path, from Singapore Airlines’ cabin lighting designed to minimise jet lag, to Qatar Airways’ use of mood lighting that mimics natural daylight cycles, and Virgin Atlantic’s partnership with sleep scientists to optimise in-flight rest.
Hydration may be the entry point, but the future of aviation wellness will belong to those who combine light, nutrition, movement, and recovery science into a seamless journey experience.
Who will lead that next wave?
Blog posts
Why Social Jet Lag Is as Damaging as Travel Jet Lag
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Alcohol and Sleep: Redefining Rituals of Relaxation in the Wellness Era
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Tradition, Transition, and the Future of Hospitality: Coffee, Alcohol, and the Rise of Wellness Demands
Hospitality has always been anchored by tradition, with coffee and alcohol at its core. But shifting generational demands are reshaping the landscape. Wellness-conscious consumers now seek balance, quality, and alternatives. The future belongs to operators who protect heritage while embracing innovation.
