Showers, personal mini-bars and the ability to drink draught beer from kegs on planes are just some of the things travellers of the future can look forward to when they fly.

They may also be able to watch pay TV, surf the internet and create their own movie library before they step on board for their flight.

Flight Centre executive general manager of marketing Colin Bowman said airlines were coming up with such innovations in a bid to stand out and attract new customers.

"The airlines are looking for ways to differentiate their product from other carriers that are out there," he said.

While bars have been a feature on airlines such as Virgin Atlantic, V Australia and Emirates for a while now, Mr Bowman said the introduction of "shower spas" on some Emirates flights was a major step forward in air travel.

They have been introduced in front of the first class cabin on the upper deck of its A380s for first class passengers.

Emirates and Etihad have also introduced personal mini-bars on planes, while several airlines now offer meals on demand, meaning you can order when you want.

Air New Zealand last year launched a Skycouch option in economy class that allows rows of three economy class seats to be booked together and converted to a large flat space for families to spread out.

So far more than 30 other airlines have expressed interest in incorporating the idea into their planes.

German airline Lufthansa has toyed with the idea of providing long haul travellers with economy class bunk beds, and Singapore Airlines is among the airlines that has introduced double beds in first class suites.

Passengers in economy class are also now able to buy extra legroom on budget airlines such as Virgin Blue and Jetstar while Denver-based carrier Frontier Airlines has also allocated the first four rows of economy seats to a new "stretch" seating area.

Food and drink options are also changing, with Air New Zealand announcing plans to introduce induction ovens in all cabins.

Japan's All Nippon Airways was the first airline in the world to offer draught beer in-flight, installing specially designed kegs to allow the draught beers to be served on some domestic flights.

Recent technological advances also mean passengers on some airlines can now tune in to pay TV, make mobile phone calls, send text messages, check email and surf the net in the air.

Airlines are also experimenting with new systems that allow you to create a customized movie, music and reading library before you travel.