Hydropool one of the UK's largest Spa and hot tub manufacturers has set up 2 Jacuzzi’s in Southampton airport.

I’m not sure whether any passengers have decided to put aside their inhibitions and have a soak yet, and is it something you really want to see? (I suppose it depends on who is in it)

However, the more serious point is that with nearly 2 hours dwell time, airports have a fantastic USP over nearly all media channels, enabling brands to create really interesting dialogues with passengers. The key for a brand is to ensure that the environment fits with the product.

Memories of foreign holidays, relaxing in the tub after a day on the piste or a day on the beach are usually very enduring. Hydropool are capturing the powerful mindset of luxury and indulgence associated with travel and airports to encourage the great and good of the Southhampton to install hot tubs in their gardens this summer. Look forward to hearing any feedback.