British Airways and music streaming service Spotify have launched an initiative to allow passengers to listen to destination-specific music.
Spotify users in UK will be asked to select destinations featured on the British Airways network, and mention their music preference. To start with, the five destinations that users can select are - Amsterdam, Barcelona, Valletta (Malta), Naples and Edinburgh.
Based on these data, the Spotify app will recommend music, bands, artists and trending music from the selected destination. Users can create a playlist out of it, and share it with social media channels.
The guide will also recommend music events in the selected destination, and this can be booked directly via the website and app.
British Airways is the first airline that Spotify has worked with.
British Airways’ head of commercial, Colm Lacy, says:
"When our customers travel with us, we want to turn their holiday in to an experience. We hope to inspire people to use the new Spotify Music Travel Guide to transport themselves to their destination before they even step foot on a British Airways plane."
Recently, British Airways launched two tear-jerking campaigns (Go further to get closer, and Visit Mum) that promoted its flight service to India, and the 'Look Up' initiative that displays the flight number in digital billboard whenever a British Airways plane flies above it.