Want to know how much data your favourite airline has on its passengers?
The industry is sitting on a heap of passenger information and beginning to find ways of harnessing it and putting it to good (and in this case fun) use.
Step forward British Airways with a quirky initiative for BA Executive Club members, which gives a snapshot of some of the information the carrier holds on its passengers.
The airline describes My Flightpath as a 'celebration of your life in the air' with British Airways and is enabling club members to see how far they've flown, where to, how much of their lives has been used up and how many times they've been around the sun.
Badges are awarded along the way for cities visited etc., and there's also the inevitable 'shareability' enabling frequent flyers to throw it all open to friends and family on social media.