(BLOOMBERG) -- For decades, travellers have stoically endured jet lag as an unavoidable menace on long journeys.
Now, as airlines push for record-breaking non-stop flights halfway around the planet, efforts to counter the debilitating symptoms are turning into a billion-dollar industry.
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Fresh insight into the physical and emotional toll of ultra-long-haul travel should emerge this weekend when Qantas Airlines flies direct from New York to Sydney. No airline has ever completed that route without stopping. At nearly 20 hours, it’s set to be the world’s longest flight, leaving the US on Friday and landing in Australia during its Sunday morning.