to beat jet lag.

And the result is a new Well Being service which promises to stop high- flying business travellers from falling asleep on the job and holiday makers from dropping off over dinner.

A team of NASA scientists joined forces with the airline's own medical experts to solve the biggest problem facing the flying public.

The programme has been developed by BA's David Flower and California-based Alertness Solutions which is headed by NASA scientist Mark Rosekind and his astronaut colleagues.

Dr. Rosekind said: "One in five people think sleep is a waste of time. In fact it's a vital physical need. Judgment and decision-making powers decline by half when sleep is lacking. It should be considered like food, drink and air -- vital for survival.'' He has carried out scientific studies with the airline's cabin crews to determine the impact of flying on body functions and the brain's timekeeper -- the circadian clock.

Dr. Flower added: "All sorts of books, potions and pills have promised to cure jet lag, but what we are offering is a sensible range of advice based on solid research.

"This is a service which no other airline provides.'' The new service includes the first-ever Alertness Management programme for cabin crews which teaches them about the science of sleep.

They are given a separate advice pack to help them maintain a healthy lifestyle and they can then pass all this information onto individual passengers during their flight to allow them to minimise jet lag and maximise alertness.

And arrivals lounges being built in airport terminals let passengers put theory into practice with gyms, masseurs, rest areas and vitamin packed breakfast bars on hand.

JET LAG TIPS British Airways and NASA suggest that passengers flying from the US to Europe with plans to return a week later: Adapt to local time; On arrival eat a light meal and, if necessary, take a nap of no longer than 45 minutes; In the afternoon take some gentle exercise and expose yourself to daylight; Eat an early dinner and go to bed early evening; During the visit, stay in bed until normal getting up time and eat as usual; Try to avoid day-time naps and get light exposure in the afternoon; Move your bed time closer to normal as days progress; and Sleep as much as possible on the return sector.