A three-year partnership with dementia charity Alzheimer’s Society has been forged by British Airways.
The airline plans bespoke customer service dementia training alongside fund raising.
A Dementia Friends initiative will help employees learn how to better support customers, family and friends affected by the condition.
BA also pledged to review and implement changes internally to work towards making the airline even more dementia-aware.
The Alzheimer’s Society has become a beneficiary of the BA Better World Community Fund, which has raised more than £3.4 million and supports more than 170 charities across the UK since being introduced in April 2022.
BA estimates that more than 500,000 passengers require additional assistance each year.
The airline said it was working hard to ensure people affected by dementia feel more confident when they travel.
A spokesperson said: “BA aims to become the airline of choice for customers with visible and non-visible disabilities through equipping colleagues with the training and knowledge they need to support customers that require additional assistance and provide a seamless travel experience.
“One in three people born in the UK today will go on to develop dementia and there are currently 900,000 living with the condition.”
BA chief executive Sean Doyle added: This is a subject very close to my heart and many of us have experienced a loved one living with dementia and know the added anxiety that travel can bring.
“Through this partnership, we continue our commitment to make travel accessible for everyone while raising awareness and funds for the vital work this fantastic charity does.”
Alzheimer’s Society chief executive Kate Lee said:“The urgency to meet the challenge posed by dementia is greater than ever and we are delighted to be working with British Airways to help improve the travel experience for people affected by the condition. We’re looking forward to being part of the journey.”