Last year, several airlines began inviting passengers to BYOD — bring your own device — onto flights to stream airline-provided content rather than viewing movies and television on seat-mounted screens. The idea has taken off, and more airlines continue to adopt the practice, including United Airlines who will offer over 350 viewing options to all devices by the end of this year.
But why should airlines have all the glory? After all, very few (if any) passengers on board are flying just for the heck of it. Destinations could take advantage of this new era of in-flight entertainment, and reach hundreds of incoming travelers glued to their mobile devices. Here’s how I envision the future of BYOD entertainment:
- Download an app, take a survey. The first step would be to download an app before the plane leaves the gate. Not only does this step get travelers on the airline’s owned space, it enables them to engage with passengers. Asking users to complete a survey about their entertainment tastes as well as general travel interests would build a profile on the passenger and help to select customized content.
- Display brief, tailored content. Let me come clean: yes, the “content” is advertorial, but this is where the airline stops and you, the destination, take the reins. With an aircraft filled with business travelers, foodies, adventure seekers and families, what better time to attract passengers’ attention than when they’re headed your way? This is where survey data could come into play, utilizing user interests to run brief, targeted content in between movies and shows. For example, the daredevil who signs up for action-packed movies and loves to snowboard is served a sponsored blog about the top five ways to catch air on the slopes while on a flight to Colorado.
- Stay connected. The greatest advantage of this scenario? You’re reaching consumers on their own devices. Unlike the seat-mounted screen that stays behind to entertain the next guy in seat 31B, this passenger’s tech of choice comes along for the ride. And so does the opportunity to invite that passenger, now in your backyard, to like you on Facebook, download your app, or get directions to your doorstep.
As a relatively new offering, BYOD could see many variations as it evolves and, potentially, becomes an industry standard. As we continue to follow this trend, I hope to see destinations getting in on the action, delivering meaningful content to travelers just waiting for something to intrigue them at 30,000 feet.
