Virgin Atlantic Airlines has come up with some novel ideas to differentiate its product on the competitive London-New York sector. Ice lollies handed around at movie time make for nostalgia; a jet-set touch is added when a tailor on board sizes you up, faxes your measurements to his business setup and - viola! - your suit is ready on arrival! Massages on board and gambling while airborne are other services pioneered by Virgin.

On a recent Virgin Atlantic flight from New York to London, for instance I experienced a relaxing head-and shoulders massage and a manicure by charming beautician in the aircraft's pleasantly decorated lounge.

On the ground, certain airlines offer attractive discounts that extend to retail outlets such as fastfood chains, fashionwear shops and sports outlets. Some airlines also offer audio-relaxation programmes designed to helpo travelers relax. They comprise suggestions and excercises that have a calming effect.

In an effort to be different, Japan Airlines has affixed camera to the landing gear of some of its planes to give passengers the opportunity to see their aircraft land….a thrill for some, a heart-stopper for others. Research has shown that Japanese passengers appreciate this high-technology feature, while most other nationalities do not !

Besides multiple audio and video entertainment options up-to-date news flashed via satellite is becoming increasingly popular. Some airlines produce their own in-flight video programmes, getting popular local showbiz personalities to deliver their news reports. Computer games are being added too.

Personal TV screens, besides providing entertainment and information, will also be used in the future to enable passengers to make hotel and car bookings at several destinations. Already, some airlines offer interactive viewing by way of in-seat videos, allowing passengers to choose

From a range of features which include in-flight shopping with delivery around the world and information on the country of destination. Such services are targeted not only at business executives but are family-oriented as well.

Other facilities that airlines are including for the comfort and convenience of passengers are telephone and facisimile services, while audio and video systems are being taken to new heights with their high-quality output and compact-disc technology. The introduction of virtual reality helmets are also on the agenda for airlines that are out to woo the customer.