Lastminute.com group is targeting musically-minded holidaymakers and has announced a new partnership with streaming giant Spotify.
The online travel agent hopes people will be inspired to travel to destinations linked to their favourite music.
It has teamed up with Spotify until December and will produce interactive music maps and playlists, including points of musical interest from 10 cities.
They will also work with six international artists to produce podcasts providing expert insights into the artists’ favourite musical cities and their local music scenes, starting with Jax Jones who will be focussing on London.
The move is hoping to bring together Spotify’s 100 million global customers to Lastminute.com’s 43 million website users across four European markets, the UK, France, Spain and Italy.
Alessandra Di Lorenzo, chief commercial officer for media and partnerships at Lastminute.com, said the two brands were easily aligned.
She said: “One of the trends we’ve seen emerge is that the majority of our young vibrant customers are into music. Travel and music go hand in hand and Spotify are one of the leaders in the music space at the moment.
“It’s a new way to excite customers to travel more with us.”
Lastminute.com holidays will be advertised on Spotify while Spotify customers can listen to specific tunes related to their travel experiences.
On social media, both brands are using the hashtag #MusicMakesYouTravel and has opened a microsite of the same name, which can be found at music.lastminute.com.
Di Lorenzo said she has been inspired to travel to certain destinations by music, and her love of Flamenco music grew before she moved to Andalucia in Spain to study.
“Music helped me travel and even if I wasn’t there I could picture the place by listening to music,” she told Travolution.
Marco Bertozzi, vice president, Europe, sales at Spotify, added: “Our joint research shows that the majority of lastminute.com group travellers are also keen Spotify users, so our new partnership is a powerful opportunity to bring our audiences together.”