Ads Come To Boarding Passes - InformationWeek
Infrastructure // PC & Servers
08:00 PM
Thomas Claburn
Thomas Claburn
Connect Directly

Ads Come To Boarding Passes

There are many ways air travel could be improved. Putting ads on passengers' boarding passes isn't one of the ways that comes to mind.

There are many ways air travel could be improved. Putting ads on passengers' boarding passes isn't one of the ways that comes to mind.Nonetheless, that's what six major airlines are doing. The major network carriers -- American Airlines, Continental Airlines, Delta Air Lines, Northwest Airlines, United Airlines, and US Airways -- on Monday announced that they've joined to participate in an independent company called Sojern that will "provide valuable information to airline passengers who utilize the airline's existing and convenient Web check-in to get their boarding passes."

"Valuable information" isn't in this instance something like the actual arrival time of your flight or the number of hours you will have to wait on the tarmac due to the usual unforeseen snafu. It won't tell you how your luggage got lost. In this case, "valuable information" means ads.

"With millions of our passengers checking in online at each year, the boarding pass becomes an increasingly valuable tool for sharing relevant, timely offers and destination-specific content with our customers before they travel," said Marc Ferguson, general manager of Global Partnerships for Delta. "At Delta, we are always looking for innovative, new opportunities to provide added benefits to our customers, and this customized data from Sojern does exactly that."

It could be worse, I suppose.

Airlines could require that all baggage gets wrapped in ad-festooned plastic, "for your security." They could require that passengers identify a series of products offered by participating retail partners, in order to make sure travelers are fit to fly. They could, like nightclubs, say there's a two drink minimum or ask passengers to chip in for fuel, "just to make sure we have enough to get there."

But not much worse.

Comment  | 
Print  | 
More Insights
Newest First  |  Oldest First  |  Threaded View
How Enterprises Are Attacking the IT Security Enterprise
How Enterprises Are Attacking the IT Security Enterprise
To learn more about what organizations are doing to tackle attacks and threats we surveyed a group of 300 IT and infosec professionals to find out what their biggest IT security challenges are and what they're doing to defend against today's threats. Download the report to see what they're saying.
Register for InformationWeek Newsletters
White Papers
Current Issue
Digital Transformation Myths & Truths
Transformation is on every IT organization's to-do list, but effectively transforming IT means a major shift in technology as well as business models and culture. In this IT Trend Report, we examine some of the misconceptions of digital transformation and look at steps you can take to succeed technically and culturally.
Twitter Feed
Sponsored Live Streaming Video
Everything You've Been Told About Mobility Is Wrong
Attend this video symposium with Sean Wisdom, Global Director of Mobility Solutions, and learn about how you can harness powerful new products to mobilize your business potential.
Flash Poll