Lift Airline is an inventive South African carrier that focuses on passenger enjoyment as a cornerstone of its business model, offering flexible flights with full refunds, complimentary beverages, snacks, and a variety of inflight happenings, including book launches, fashion shows, album launches, and comedy shows. They recently launched a novel by South African author Jo Watson on board a flight, showcasing their commitment to promoting local talent and offering an enhanced flight experience. Despite launching during the pandemic, Lift has successfully cultivated a devoted clientele and is challenging the conventional concept of inflight entertainment.
