Holidaymakers will now be able to book the break of their musical dreams following a collaboration between EasyJet and Spotify, designed to enable customers to discover their holiday mood based on their playlists and get tailored travel experiences across Europe.
Devised by VCCP London, the “Listen & Book” initiative has been created to demonstrate how influential music taste can be for travel, what it can reveal about a person’s holiday preferences, and help them discover a new personalised destinations.
For example, if consumers’ music taste is calm, warm and dreamy, they could be recommended a trip to the botanical gardens in Lisbon or a visit to a relaxing sauna in Helsinki. Moods are determined through music attributes such as the positivity of a song, energy and tempo.
Next to recommending specific destinations and experiences, people will also be shown nearby music venues in their suggested destination to connect them to local gigs.
To “Listen & Book”, music lovers can connect their Spotify account via a dedicated microsite which will identify holiday “vibes” based on recent music played and recommend hotspots on EasyJet’s network across Europe, North Africa and the Middle East, which links directly to the EasyJet website for customers to book their next audibly-inspired getaway.
The new initiative will be supported by marketing campaigns developed by VCCP London and will run in France, Italy, Switzerland and the UK.
With 433 million monthly active Spotify listeners globally and nearly 1000 EasyJet routes to more than 150 airports across 35 countries, the firms claim there is no shortage of experiences on offer, quoting their own recent research that shows more than a third (37%) of people see new experiences and adventures as their top motivation for travel.
EasyJet customer and marketing director Richard Sherwood said: “Listen & Book will help our customers discover new destinations across our European network, using Spotify’s technology to enhance our customer search and booking experience.
“This collaboration is the perfect fit for our ‘nextGen easyJet,’ brand strategy with the ambition to pioneer the next generation of travel for all, connecting customers to the people they love, new and diverse cultures and unforgettable experiences.”
VCCP deputy executive creative director David Masterman added: “The only thing people love as much as travel is music, so we’re really pleased that this tech uses on to help the other. Discover the places your Spotify listening history suggests you’d love to visit.”
While some destinations will be easier for the technology to pair with musical tastes, it has yet to be determined where fans of punk, metal or grunge may end up.
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