Flying High with Fido: BARK Air, a New Era of Pet-Friendly Travel

A new airline has taken off—and already, it’s going to the dogs. BARK Air launched in May 2024 as a dog-first airline catering to tail-wagging passengers and their human travel companions. With not a crate in sight, calming in-flight amenities, and a dedicated canine comfort concierge, each flight is designed to reduce stress and elevate the pet travel experience. 

As of this writing, BARK Air offers limited routes both domestically within the United States and internationally. Even with few destinations currently available, demand is there. For example, flights on BARK Air from Los Angeles to New York from early May through June of this year are already sold out, with the next available flight on July 8 starting at $6,000.  

Now, you might say, “Holy cow! That’s expensive!” And you would be fair in that assessment, let me assure you. However, each BARK Air ticket is inclusive of the pet and their person, so you can think of it more as $3,000 per ticket. Remember, this price reflects a first-class flying experience for dogs—not an undercarriage crate experience that you get with most airlines for anywhere between a few hundred to a few thousand dollars, depending on where you’re going and where you’re coming from.  

In a conversation with a colleague who recently relocated from the Western United States to France, she mentioned that it would have cost her family $20,000 to fly with their dog in the main cabin.  

When you put it like that, all of a sudden, that $6,000 doesn’t seem so steep. It’s still a far cry from being accessible, of course, and with a questionable economic horizon for many, BARK Air—at least right now—can be considered a luxury rather than a pet-friendly solution for the masses. But before we delve further into the accessibility piece, let’s explore some other recent pet-friendly travel developments and how they’re helping shape this growing category. 

Not the First, Not the Last 

While BARK Air may be the latest travel organization to prioritize pets, it’s not the first. Pet-friendly travel has been trending, as evidenced by Hilton’s Bone Appétit doggy room service introduced in 2021 and Marriott Bonvoy’s various jet-setting canine amenities at locations worldwide.  

From hotels to restaurants to private charter flights, brands on the cutting edge of this trend are not only seeking to create pet-friendly experiences but going further to make travel pet-centric.  

“Upon check-in, have a complimentary water and food bowl with your stay. Didn’t bring a dog bed? We have that covered. Looking for a place to unwind this evening? Our lobby bar is great—and be sure to bring your dog!” These are just a few magical, modern-day phrases we can expect to hear when traveling with our pets.  

First-Class For All Pets 

The introduction of BARK Air signals a shift toward high-end services in the travel industry that put pups first. As consumer expectations evolve, businesses that adapt to meet the needs of pet owners are likely to see increased customer loyalty and market share.​  

However, catering to the modern needs of pet parents doesn’t have to be limited to luxury experiences.  

Let BARK Air be an inspiration to other pet professionals. By blending unique experiences (like first-class flying for Fido) with strong messaging and a clear passion for pets, brands can create deeper emotional connections with their customers and differentiate their image in the fiercely competitive pet care market. 

An important aspect of this approach, however, is keeping the pet as the focal point without neglecting the pet owner. A good example of this is BARK Air’s FAQ page. Common questions are answered through the voice of Chief Flying Officer Amelia—and yes, despite her well-tailored pilot’s uniform and excellent posture, Amelia is a dog. This fun spin on a typically boring section of a website highlights BARK’s passion for pet care and comfort down to the very last detail and serves as a source of information and entertainment for curious pet parents. 

Whether you’re designing travel experiences that minimize stress and enhance well-being for both pets and their people or formulating the next breakthrough in pet nutrition, consider not only the product but also how it’s presented. Is the pet truly at the center of the story, or merely a prop in a human-driven narrative?  

Successful brands invite pet parents into the experience as active participants, not just purchasers—making them feel like part of the fun or part of a meaningful solution. Perhaps more importantly, they ensure these innovations are approachable and accessible, so that everyday pet parents—not just the affluent few—can benefit from them. 

At BSM Partners, our experts can help you build brands that pets love and pet parents trust. From concept to consumer, we support ideas at every stage and scale, ensuring they meet the needs of today’s pet parents—and, of course, their four-legged family members. 

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About the Author

Jordan Tyler is the Director of Media at BSM Partners. She has more than five years of experience reporting on trends, best practices and developments in the North American pet nutrition industry. Jordan resides in Bentonville, Arkansas, with her husband and their four furry family members.