On board - important given the rise of the silent traveller You could argue it’s even
get to the airport, they go
specifically about airline
more important given
through straight through
boarding music, where
the rise of the so-called
security or use bag drops
DLMDD founder Max De
silent travellers - passen-
which are increasingly
Lucia reviews a number of
gers who have minimal to
automated.
airline boarding tracks.
no interaction with your
There are a number of reasons why the board-
staff until they are on your aircraft.
Silent travellers may not interact with your employees until the point when
ing song or soundtrack is
Silent travellers choose
they board your aircraft,
important, not least that
their seats, check-in, or-
which is why making the
it’s a vital piece of sonic
der extras such as added
right impression, both in
branding that says some-
luggage allowance via
terms of your visual and
thing about you.
your app. And when they
sonic brand, counts.
play anything, but some do.
rather than selecting a tune
On arriving Finally, there’s the point to where you get your passen-
that you think sounds nice
gers to their destination.
For example, in the past
Someone on a two hour
dance for me’ from Michael
London Gatwick - Barcelo-
Buble on arrival on its wide
And that again brings us
na flight will obviously be in
body aircraft. Judging from
back to the point of having
a different frame of mind
some of the comments on
sound experts advise on
to someone who has flown
frequent flier forums, not
and develop every area of
overnight from Los Angeles
everyone was a fan.
your sonic brand, which is
to Paris.
KLM played ‘Save the last
Which comes back to the
or relaxing - not everyone likes Michael Buble.
where DLMDD can help.
That’s where carefully select-
importance of choosing or
Finally, we’ve taken a look
ing and calibrating sound
even creating something
at airlines that do make use
and music can come in.
that fits your brand and
of sound, and reviewed a
Right now most airlines don’t
your passenger profile,
number of boarding songs.
50.
Airline Marketing Monthly | October / November 2019
In the next article we talk
