Remastered editions of British Airways’ inflight magazines High Life and Business Life hit the seatbacks today with a promise to jolt the imaginations of 21st century travellers.

Irreverent, witty and intelligent, the cover-to-cover redesigns created by Cedar Communications are founded on the rise of ‘Generation Curious’, the growing tribe of global, savvy and mobile flyers.

This modern approach to travel is celebrated in a cover feature profiling real people plucked from the concourse in Terminal 5 who embody this global mindset. The piece is weaved together with words from author and philosopher Alain de Botton.

Every article and image is designed to deliver a ‘knowledge jolt’, exposing savvy travellers to eclectic new ideas and the very latest trends, offering readers an irreverent insider view that challenges stereotypes and satisfies their insatiable curiosity about the world.

Editor Kerry Smith says: “21st century travel is about tuning in to all the that’s really happening in the world; not switching off and sipping a pina colada. BA’s High Life will inspire passengers on their journeys of discovery, changing their view in the way that only travel can.”

BA’s head of brands Abi Comber said: “This new approach to High Life and Business Life takes those essential ‘To Fly. To Serve.’ qualities of knowledge, expertise, service and puts them to the task of explaining the world.

“We’re delighted with the relaunch, and are sure it will reinforce High Life and Business Life’s positions as the best in class for travel content.”

High Life, which turns forty next year, and its short-haul sibling Business Life, are two of the longest running inflight travel publications in the industry, with a combined reach of over 4 million people every month.