Various Airlines - Destination Playlists

Various Airlines - Destination Playlists

With its power to influence moods and help fix memories of our experiences in the mind for many years to come, several airlines and travel agents are tapping into the opportunities that streaming services such as Spotify and Deezer offer to connect with their audience.

Travel agency First Choice (part of the TUI Group) has partnered with Spotify for a new ‘Summer of Music’ campaign, which lets fans assemble the perfect summer soundtrack to accompany their holiday adventures, using a customised playlist generator.

Similar to the music streaming service’s own playlist creator, the First Choice Spotify Playlist Generator uses a bespoke formula to determine the perfect track for every stage of the holiday, from packing to poolside. Travellers can customise the playlist to match their music preferences by picking a genre, choosing a holiday activity, and then using the app’s sliders to adjust their soundtrack settings.

To increase engagement, which extends to Twitter, Facebook and Instagram, First Choice had pop-star Alesha Dixon create a fancurated music video called ‘The Way We Are’ with three possible endings for fans to vote for, deciding which should make the final cut.

Last year, British Airways also collaborated with Spotify on its ‘Music Travel Guide’ campaig. The airline released dedicated playlists for Amsterdam, Barcelona, Valletta (Malta), Naples and Edinburgh which included both trending songs in the destination and the music of local artists.

Jetstar Asia, meanwhile, in 2014 offered custom playlists and a two-month Deezer subscription with access to Deezer’s #travelbeats service, which found the right tunes to complement the journey.