Just another example of corporations subverting a language to try and fool people into either feeling good about themselves or trying to deceive them of their true intentions.It is prevalent here in the US. For example you don't discipline someone you "coach"them, you don't experience a failure you have an"opportunity". You are not an employee you are an associate and a member of the corporate family. It is all BS of course.
With regards to guests, the US store Target has guests and not customers. In some ways I can accept hotels referring to guests as it implies hospitality which is the business they are engaged in. However, airlines and guests? That implies airlines and hospitality. Now that is an interesting concept. I wonder when back in the mists of ancient times that last occurred.