April Fools Day pranks have become so mainstream that it’s almost novel to get a regular press release on April 1.

In saying that, they can often be a great reflection of where an industry or a brand is perceived in the minds of its customers.

It takes a pretty convincing pitch to fool an all too media savvy audience these days. But, some brands still manage to get across the line, even if it’s just for a few minutes.

While some are just ridiculous, others can get you thinking about what trends could be on the horizon.

Here are some from the travel industry that caught our attention this year – even if it’s for the wrong reason.

KLM introduced a “revolutionary new cabin feature” ..and one we all secretly want

The Recline Alert System.

The airline said it had developed a sound effect that notifies passengers when the seat in front of them is reclining.

KLM is proud to introduce a revolutionary new cabin feature: The Recline Alert System. We've developed a sound effect that notifies passengers when the seat in front of them reclines. The new system will be introduced on all KLM flights from April 1, 2023. #KLM #comingsoon pic.twitter.com/NRapmHMVLU

— KLM (@KLM) March 31, 2023

There’s yet to be any technology developed that will sigh and complain under its breath on your behalf when this happens.

JetBlue announced the launch of a wearable whiteboard to ensure passengers never missed a meal service.

Labelled “a totally real and not made up whiteboard sleep mask,” the accompanying photoshopped image showed a man fast asleep with “ONE GINGER ALE, PLEASE! Written on his forehead.

Never miss another tomato juice, ginger ale or salty snack again. Introducing: The JetBlue Snack Mask. Guaranteed to satisfy all your snacking needs. pic.twitter.com/gFvJOugY4l

— JetBlue (@JetBlue) April 1, 2023

You’d have to have fool written on yours to fool for this one.

SkyTeam’s effort was far more believable, probably because the service likely exists in some airports.

A new dog spa at the SkyTeam Lounge in Santiago.

We're delighted to unveil our new dog spa at the SkyTeam Lounge in Santiago. Starting next month, passengers traveling with dogs can give their furry friends a little pre-flight relaxation before their flight ✨ pic.twitter.com/Hir0BsJsoK

— SkyTeam (@skyteam) April 1, 2023

“Starting next month, passengers traveling with dogs can give their furry friends a little pre-flight relaxation before their flight,” the alliance said in a Tweet.

Air Transat put its tongue even further into its cheek in their effort, claiming to be a partnership with Airbus.

The roof may get in the way (Facebook/AirTransat)

It announced the introduction of sun loungers in some of its aircraft.

“Get ready to stretch out and enjoy the skies like never before. Our innovative design offers unparalleled relaxation, so you can kick back, relax, and arrive at your destination refreshed and ready for adventure.”

Potentially the most painful effort came from Royal Caribbean, which announced the launch of its new ship, Crikey of the Seas.

The new liner to be operating around Australia was said to feature Budgie Beach, a Cricket field, BBQ’s on the balcony suites, Aussie cocktails including Vegemite mojito, lamington mudslide, fairy bread margarita and a pavlova spritz. Meat Pie making classes, an AC/DC themed night, a Kylie Minogue silent disco and Tim Tam Slam competitions.

Should that be cringe? (Facebook/Royal Caribbean)

Cringe of the Seas may be more accurate.

The winner in all aspects of foolery was once again, Emirates.

It has a history of pushing out convincing photoshop images or edited video to mark the April Fools occasion.

This year was no different. An Emirates Cruise Line was announced.

“We’ve conquered the skies, and now, we’re charting course to take over the seas! Introducing Emirates Sealine – our ultra-luxurious cruise liner.”

We've conquered the skies, and now, we're charting course to take over the seas! Introducing Emirates Sealine – our ultra-luxurious cruise liner. 🌊 🛳️ https://t.co/iBSH2ngGw6 pic.twitter.com/H3B2HRpCJ1

— Emirates (@emirates) March 31, 2023

What is interesting about this one is that there is likely to be a team of executives at the airline who have looked at this and added it to the airline’s potential future investments.

They’ve ticked off the double-decker plane, just imagine what they could do on the ocean.