Sign up to get full access to all our latest content, research, and network for everything customer contact.

Concerts On Southwest Airlines Flights: Customer-Centric Or Annoying?

Add bookmark
Brian Cantor
Brian Cantor
10/30/2017

Is air travel strictly about the utilitarian task of getting from origin to destination?  Or is it meant to be an experience?

Southwest Airlines, at least in select cases, is leaning toward the latter.

As part of a new partnership with Warner Music Nashville, Southwest Airlines will be bringing live concert experiences to select flights.

The idea of an in-flight concert is actually not a new one, but a performance by up-and-coming country star Devin Dawson (which launched the WMN-Southwest partnership) garnered considerable media attention this past week.

In conjunction with the gig, Dawson explained his hope that in-flight performances provide “a cool surprise” and escape for those unenthusiastic (or even nervous) about flying.

"You know, some people don't really enjoy flying; some people get very nervous and don't like it,” said Dawson in a Billboard interview. “I hope that something like this [performance] is just a cool surprise for some [passengers] that helps them forget about their everyday woes, and I'll just play a couple of songs to make them smile."

While many outlets covered the idea from an objective/news standpoint, others considered (and even waged) criticism.

A particularly critical New York Daily News article declares that Southwest “forces passengers to listen to live in-flight music.”  The article includes quotes from Twitter users who mocked the idea.

An Uproxx piece is less biting, but it still acknowledges the central criticism: travelers are being forced to sit through a concert.

“The trouble now is that, unless passengers want to spend all flight in the bathroom with their ears blocked, there’s no way to opt out of a performance they don’t really want to endure,” reads the article.

Are these critics “party poopers” looking a gift horse in the mouth?  Or are they reacting appropriately to a problematic initiative?

There are several factors to consider.

Frequency: There is an extent to which this issue is moot; it is not as if every (or even many) Southwest flight will feature live concerts.  As a result, there are only a few scenarios in which the positive or negative reaction to such a concert will matter.

The idea of enhancing the flight experience is, however, a much broader topic to consider.  The pros and cons of the in-flight concert can be extrapolated to the overall idea of introducing an “experience” into the flight cabin.

Why people fly:  This article opens by questioning whether travelers value an elaborate experience when aboard a flight.

If they do, it makes sense to feature special events like live concerts, bingo games, parties and the like.  These will make the flight experience better – and customers happier.

If they are instead simply looking to kick back, relax and get to their destination without disruption, a concert is obviously going to ruin the desired experience.  It will be imposing a problem – rather than an “amenity” – on a disinterested customer base.  Especially if passengers do not like the artist headlining the concert.

The answer to this question may hinge on the specific airline with which a customer is flying.  A customer flying in the US on a budget carrier like Spirit has different expectations than one flying internationally in the first-class section of a luxury flight.

Before implementing new amenities, the organization will want to consider its current customers – and the customers it hopes to attract.  How do they feel about the amenity?

Why do they feel that way: It is important to remember that many preferences are conditional.  They are guided by a customer’s past encounters.

Consider “customer channel preference.”  Many studies indicate that voice/telephony remains customers’ preferred engagement channel.

This does not, however, mean customers objectively prefer the phone to other channels.  It may simply be the product of poor experiences in other channels.  If customers believe they have a better chance of getting what they want over the phone, they are naturally going to call for service – even if they prefer to text in their everyday lives.

In the travel context, it is important to consider why a customer may view flight as a mere utilitarian task.  Are they actually opposed to the idea of an “experience” in their cabin?  Or are they simply so uncomfortable in their cramped seats that they want to just close their eyes, go to sleep, and wake up once the misery of the flight is over?

Alternatively, are they so jaded by other elements of “disruption” (such as those dreaded, monotonous loudspeaker announcements from the captain) that they assume any “noise” will be a problem?

In either case, it is possible that an event-driven experience – like a concert or game – may actually add value to their flight.

When considering new amenities, it is imperative to understand this context.  Your goal is not simply to give customers what they explicitly request; it is deliver what they truly value.

Glass half-happy or half-angry: Few things spark more intra-office debate than the thermostat.

Some argue for a cooler temperature.  “You can wear a jacket if you’re too cold, but I can’t take layers off if I’m too hot.”

Some argue for a warmer temperature.  “Why should I have to be uncomfortable – and bundle up – just because some coworkers prefer an irrationally cold room?”

The idea of an in-flight concert may spark a similar debate.

Opponents may argue that they cannot “leave the plane” if they’re unhappy with the music.  They are being forced to endure an unwanted disruption.

“And if fellow passengers really need entertainment, they can listen to music or watch the TVs that are becoming increasingly standard on flights.”

Supporters, however, may argue that they are also paying for the flight.  They shouldn’t have to sacrifice a great experience just because other passengers prefer a minimalist experience.

“If they’re really bothered by the concert, they can listen to their own music or watch the in-flight TV.”

The airline will naturally need to choose which camp to support.  Should its goal to be to make certain customers happier?  Or should it focus on keeping all customers from getting too upset?

To answer that question, it will surely need to consider the stakes.  Will a customer who wants silence (or at least music from a different entertainer) really switch to a competitor if bombarded with a concert on one flight?  Will a customer who appreciates extra amenities really become more loyal if they receive a concert?

Essentially, the business will need to determine whether “delight” or “disappointment” is the more significant emotion.

Setting expectations: Or will it?

Discussion over the “in-flight concert” idea hinges on the notion that the music is being unexpectedly offered (or imposed upon, depending on perspective) to customers.

Need that be the case?

What if the airline designated certain flights as “party flights”?  In theory, this would be the best way to ensure total happiness.  Customers interested in the additional “experience” would be able to select flights that guarantee that offering, while those looking for a quiet, hassle-free flight would know to steer clear.

This, moreover, would be a way to actually test interest in the offering.  The airline would gain a more data-driven sense into whether customers actually appreciate (or repudiate) the special amenities.

In practice, this idea could be problematic.  For starters, travel plans often hinge on a degree of precision.  Customers may not be able to shift their plans to make sure they get on the “fun flight” (or the “quiet flight”).

Part of the value of the concert, moreover, is the surprise.  The idea is fun -  at least for some people – because it’s so unexpected, interesting and memorable to receive a concert (from a major label artist no less) in the sky.  If your ticket entitles you to such a show, it almost defeats the purpose.


RECOMMENDED