Six of the legacy carriers carriers announced today that they’re participating in a new program to implement advertisements into their boarding passes. So now when you try to save time by checking in online you’ll be bombarded with a Carnivial Cruise ad that you have to print out and carry around with you while you’re at the airport.
Anything to make money, right? I’m kind of surprised that we don’t have ad space on the inside of aircraft — on the ceiling, walls and seat backs — US Airways already tried putting advertisements on the air sickness bags.
Today, Delta will be the first carrier to test drive the service, called Sojern, on its routes into Vegas, but the ads will quickly multiply around that route. Bacteria reproducing in a host body is a good way to think about that.
What I’m most curious about is whether the 3rd party ads will be custom tailored to the specific passenger. Will I, a young male be getting ads for Lane Bryant? Or will Sojern work with the airline to study my travel behavior, look at my past trips and send me a coupon for happy hour in New York?
Either way, you can kiss your old print-at-home boarding passes goodbye. Which is fine with me, as long as they don’t raise ticket prices.