Research Question What guidelines and recommendations will define the best Canadian strategy to enable freedom of flying to persons living with dementia, their travel companions, the airline staff, and other passengers?. The novelty of this topic and the scarcity of academic literature led to organizing a preliminary systematic literature review on separate investigations. This combines scientific and grey literature by merging the two main concepts of dementia and the air travel experience. This study proposes netnographic methods to bring inclusiveness and innovation in focus. This internet-based data collection approach delivers many benefits, including reaching across international borders, gaining access to existing conversations, avoiding questioning biases, and generating ideas alongside participants with agility. Web scraping is used to study consumer conversations on selected social media platforms, uncovering the extensive and detailed views of people living with dementia, travel companions, and other passengers during their travel plans. Firstly, through purely observational and non-participatory netnography, the data has been collected without connecting with online communities. The initial framework was created based on the insights from the literature review, leading to identifying keywords and patterns to commence open coding. The interpretation has been made through computer-assisted analysis. Next, a secondary active and participatory netnographic approach will provide direct interaction with online communities through asynchronous online focus groups. Summary of Findings Numbers have shown that globally we are faced with a constant ageing population that interrelates with health factors. Dementia has been seen as a primary challenge prominently growing. Its incurable nature must lead to acting and planning for a projected enhanced quality of life. Findings have shown that when addressing dementia, society and people still adopts stigmatized attitudes shaping it into a disability socially constructed. The underlying lack of inclusion and accessibility results in adversities that persons living with dementia constantly encounter, astonishingly in transportation and mobility. The number of travellers with dementia will increase with the escalation of the older population, and the growing demand for dementia-friendly destinations will require augmentation in transportation to allow these target tourists to reach their locations. When travelling by air with dementia, it is fundamental to think about the whole journey, such as the planning of the trip, the time spent at the airport, the flying experience, and the post-flight. Furthermore, there is still a lack of awareness, education and training in this field. The primary keyword discussed is the concept of universality. There is a need for universal standards, a versatile terminology setting, a universal global policy, and a universal database. Key Contributions This study shines the spotlight on a group of consumers, persons living with dementia and their travel companion, who rarely get much attention as they are not representative of mass-market travellers. Accordingly, their views, needs, and preferences are underrepresented or marginalized. This research is all about accessibility and inclusiveness and stresses the need to make things accessible to each and every one. A qualitative action-oriented research approach combined with the service marketing discipline has been chosen to nurture social change through collaboration between community partners and researchers by reducing disparities and discrimination for a better quality of life. The aim is to formulate guidelines and recommendations to outline a Canadian strategy to serve this clientele appropriately and shape their experience at its best. This will provide policymakers and industries with informed alternatives while presenting individuals with information about identifying and fighting for their rights. This research's insights will not only address the barriers within the dementia context but could also yield spillover benefits by eliminating impediments to other people affected by invisible disabilities such as mental health issues, autism, and hearing disorders. Lastly, it could help address the transport industry's challenges in the post-COVID19 era. [ABSTRACT FROM AUTHOR]