Elevating the Passenger Experience: Alaska Airlines' Innovative Boarding Music Curation

Alaska Airlines has taken a strategic approach to enhancing the passenger experience, recognizing the importance of boarding music as a crucial component. The airline has partnered with Sub Pop Records to curate a playlist that not only appeals to a wide range of travelers but also aims to set the tone for a more relaxed and enjoyable journey.

Crafting a Memorable Soundtrack for Takeoff

Addressing the Challenges of Boarding Music

Boarding music can often be a source of frustration for both passengers and flight attendants, with repetitive and uninspiring tunes that can set the wrong tone for the entire travel experience. Alaska Airlines recognized this challenge and set out to create a boarding music experience that would resonate with its passengers and alleviate the potential for irritation among its crew.

David Scotland, Alaska's inflight product and experience director, emphasizes the importance of boarding music as a core component of the premium experience the airline aims to provide. "Boarding music doesn't exist in isolation—it's a core component of the premium experience we provide to our guests," he explains. "The music, the lighting, and the care shown by our amazing crew members all work together to create a great first impression for our guests when they board."

The airline's goal was to curate a playlist that would not only be upbeat and memorable but also uniquely tailored to its passengers' preferences. By partnering with Sub Pop Records, a renowned independent record label, Alaska Airlines sought to bring a fresh and distinctive approach to its boarding music selection.

Crafting a Playlist with Intention

Sub Pop Records' involvement in the project was a first for the label, and it presented a unique challenge. Nick Duncan, Sub Pop's artists and repertoire manager, explains the approach they took: "I want to help people find more art they can connect with, to make their eyes light up a little bit and find out what they're listening to. That lightbulb moment is my favorite part of my job."

The team at Sub Pop had to carefully curate a playlist that would resonate with Alaska Airlines' passengers, avoiding immediately recognizable hits that could quickly become tiresome. Instead, they aimed to create a playlist that was "upbeat, catchy, and uniquely memorable, without being intrusive."

The resulting playlist is inspired by summertime and West Coast vibes, designed to set a relaxed and positive tone for the boarding process. By tapping into the creative talents of Sub Pop's artists, Alaska Airlines has been able to offer a boarding music experience that is both engaging and distinctive.

Enhancing the Passenger Experience

Alaska Airlines recognizes that the boarding process can be a stressful part of the travel experience, and the airline sees the boarding music as an opportunity to help passengers transition into a more relaxed state of mind.

"The airport and boarding process can be stressful; settling into your seat and hearing a thoughtfully curated playlist can start to put your mind at ease as you prepare for your flight," explains Scotland.

By creating a boarding music experience that is tailored to its passengers' preferences and designed to set a positive tone, Alaska Airlines is demonstrating its commitment to enhancing the overall travel experience. This innovative approach not only benefits the passengers but also helps to alleviate the potential for frustration among the airline's crew members who are responsible for repeatedly listening to the boarding music.

Expanding the Reach of the Boarding Music Experience

The new boarding music playlist curated by Sub Pop Records will be available on all Alaska flights departing from Seattle-Tacoma International Airport and Paine Field Airport. The airline's in-house team will continue to curate boarding music for flights departing from all other destinations, ensuring a consistent and engaging experience for passengers across the airline's network.

For those who can't experience the boarding music firsthand, Alaska Airlines has made the playlist available on Spotify, allowing travelers and music enthusiasts alike to enjoy the carefully crafted selection of tunes.

By taking a thoughtful and strategic approach to its boarding music, Alaska Airlines is setting a new standard for the passenger experience. The airline's partnership with Sub Pop Records and its commitment to creating a unique and memorable boarding music experience demonstrate its dedication to continuously improving the travel journey for its customers.