How to beat jet lag.

I recently flew from San Francisco to Zurich on a non-stop flight and realized that airlines are missing a golden opportunity to improve customer value. Currently airlines feel that their only responsibility is to transport you from A to B in the most economical and comfortable fashion. I argue that people feel the impact of the flight for up to three days after the flight in the form of jetlag and it is here where airlines could improve their service. By implementing an anti-jetlag program, airlines can create differentiation and improve the value offered to their customers with no additional costs.

Time: From the second that you step on the plane, everything should be done as if you were in the new time zone. If it is dark at the destination, the lights on the plane should be dimmed and the blinds drawn. Soft music will also help remind people that it is quite time. The old time zone should not be displayed anywhere and only the new time zone used. For the rest of the flight, everything should be done according to the new time zone such as lights and meals.

Food: Meals should be referred to by their name in the new time zone. The 9:00 AM meal should be called breakfast even if it is served at 10:00 PM at the origin. Also, save the pasta or chicken for the dinner and use the egg dish for breakfast. A nutrition scientist may even be consulted to find out what foods are more conducive for encouraging sleep or to wake people up.

Chemistry: could also be used to regulate people’s circadian rhythms. Chamomile tea or other calming beverages should be served in the evening to promote sleep while coffee should be served with the morning breakfast. Even if people fall asleep for a nap later, their body is starting to receive signals about the new time zone.

Behavioral Science: In additional to physical things such as light and the timing of food, Airlines should apply behavioral science, namely framing. Passengers should be told prior to boarding that the airline is executing an anti-jetlag strategy and reminded periodically during the flight. People who are aware of the program and looking forward to it will be more receptive to the techniques. Pre-flight jetlag tips can also be mailed out prior to the flight to help people start the program early. One tip is to have people wake up at 5:00 AM the morning of a flight East. Not only does this help people get used to waking up in the new time zone earlier but it also helps people to fall asleep on the plane quicker at the new time zone.

Anchoring is another behavioral technique that can be used. By encouraging everyone to set their watch to the new time zone at the beginning of the flight people will quickly forget the old time zone.

By using light, food and behavioral science, airlines can improve the value for their customers by helping people fight jetleg. While the length of the flight will be the same, people will have more effective time on their trip because they will adjust the new time zone quicker.