As more and more airlines launch 'ultra-long-haul' flights, essentially flying between two very distant destinations non-stop, the pressure is on to try and win the race to provide the most comfortable experience.
Qantas is working with Airbus and Boeing on what they are calling 'Project Sunrise,' an aircraft capable of flying non-stop for over 20 hours. That would mean direct from Sydney to London.
The 20 hour flight may be possible for the advanced technology that is a modern airliner, but it's another thing for the human body to be inside the aircraft for so long.
One idea being looked at by Qantas is turning part of the cargo hold into an area of flat beds.
The words cargo hold don't exactly paint a very nice picture about what the experience would be like, but the end product would be far from cargo-like.
Qantas CEO Alan Joyce, told a conference in the UK today that absolutely nothing is off the table when it comes to the future of ultra-long-haul travel.
For Joyce he is determined to achieve non-stop flights from Sydney to London.
"We have, we believe one last frontier in aviation. That last frontier is getting from the east coast of Australia to London. And I think that we have it in sight that by 2022 I believe we will have broken and pushed though that last frontier."
There are also plans for on-board gyms and dining areas so passengers can break up their flights.
Imagining being on a treadmill during turbulence however makes a gym sound much less appealing than a bed of your own to sleep in for almost an entire day.