Icelandair has launched a new free service, Icelandair Stopover Pass, which aims to defeat wasted time whilst travelling.

The service allows passengers to transform their boarding pass into a Stopover Pass, offering them access to series of entertaining performances. These range from a three-act play on a flight from London to New York via Iceland, to gig tickets, trips to Icelandic football matches, backstage passes to a music festival and more.

The launch of the service in celebration of the airline’s 80th anniversary is in response to a new trend report revealing the world is changing the way they fly. As such, there is a requirement for airlines to up their game to meet the demands of this new breed of flier. The shift in passenger expectation means they now demand both better customer service and more unique entertainment – which the carrier has set about to serve.

The airline has partnered with an immersive theatre group to lead its stage school and revolutionize in-flight entertainment with a one of a kind, three-act play starring the staff. It will transport passengers from 1937 right through to the future, all on one transatlantic flight from London to New York via Iceland.

Birkir Hólm Guðnason, the airline's CEO, said: "In our 80th anniversary month we’re proud to introduce our free performance series, Icelandair Stopover Pass. The research findings show there is an opportunity for us to transform wasted time into time well travelled. We’ve always put customer service at our heart, and now we’re looking to pioneer a new service to delight and entertain our customers, starring our talented staff.”

When on a stopover until March 2018, passengers will be able to transform their boarding pass to a Stopover Pass. This will give them access to a range of performances featuring Icelandic talent and gifted Icelandair staff. Some lucky passengers will be accompanied to these events by a Stopover Buddy - passionate employees who have excellent local knowledge and will provide an authentic experience for passengers.

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