AirAsia has announced plans to set up a low-cost airline in a partnership with Japanese e-commerce giant Rakuten in an attempt to tap into the Japanese air travel market. Though tourism into Japan continues to rise, outward travel from Japan is currently 3.3% down year-on-year.

Dutch airline KLM are engaging intimately with customers at a scale never before possible, spearheading social media not just as a marketing tool, but as a tool that improves what they do for an increasingly connected traveller.

To find out how their passengers feel in-flight, British Airways is experimenting with an unsual idea, a "Happiness Blanket". In the same way a mood ring can indicate your mood, the blanket monitors brain waves using a headband and changes colours to reveal a passenger's mood.

Air France has launched a campaign glamorising air travel by putting a retro spin on modern luxuries. A series of nostalgic posters have been released across social media illustrating the services offered by the airline. But can the campaign make Air France more appealing?