Appealing to families, Etihad Airways has launched an on-board child care assistance programme across long haul flights.
One of the largest United Arab carriers, Emirates is bringing 500 nannies in-flight, as part of the "Flying Nanny" initiative.
They will help take the pressure off parents by entertaining restless children, and also ease those younger fliers who are travelling alone.
This includes serving their meals earlier in the flight, and providing challenges and activities to keep them occupied
Best of all, the service is completely free, with the entire army of nannies to be deployed across Etihad Airways flights by the end of 2013.
500 In Flight Nannies for Etihad Routes
Now in action, an initial 300 air hostesses will begin the scheme, with the remaining 200 being added over the next few months. One nanny will be available on every Etihad flight.
Using their experience and knowledge, including training on child psychology and sociology at Northland College in the UK, the Flying Nanny will communicate with parents and work to make the travel experience easier.
Tricks up the nannies' sleeve even include origami, magic tricks, puppets and face painting.
For older children, entertainment may take the form of tours of the galley and quizzes.
"Flying with a young family can be a daunting task, even for the most experienced travellers, and the Flying Nanny role demonstrates our understanding of our guests' needs and our commitment to making the journey as relaxing and comfortable as possible," said Etihad Airways' vice president of Guest Services, Aubrey Tiedt.
Unfortunately for mothers and fathers, the nannies won't take over the parenting role entirely - their duties exclude changing nappies, and they won't be able to take children to the bathroom. They can, however, settle the little ones before bed.
It is a supplementary service, rather than the nanny that one might have at home, said a spokesman for Etihad.
Etihad is not the first to introduce the service. Sky Nannies have already been helping out on some of Gulf Air's routes since 2003.
Meanwhile, other child friendly facilities that Etihad provides include a children's area and baby changing at Abu Dhabi Airport.