THE UNTAPPED POTENTIAL OF AVIATION ATMOSPHERICS

We all know the feeling, that indescribable sense of peace and clarity as you gaze out the airplane window at a breathtaking sunrise, mountains piercing the clouds, or a sprawling cityscape bathed in golden light. It's a feeling that transcends the stress of travel, a momentary escape into a sense of awe and wonder. In this article I’d like to draw your attention to the potential of aviation atmospherics as we experience the art of flight.

When flying, the sight of a sunset, the serenity of a mountain vista, or the fleeting glimpse of a coastline all serve as prompts to pause, reflect, and appreciate the world around us. In the aircraft cabin, free from the distractions of everyday life, we can let our minds wander, to connect with our thoughts and feelings, and even to find inspiration in the vastness of the landscape below. Aviation atmospherics in the specific context in which I am using it here, encompasses the totality of sensory experiences that contribute to the mood, feeling, and overall perception of air travel throughout the journey. It includes the interplay of natural elements, onboard ambience, and airport atmosphere, creating a unique and multi-layered experience for air travelers. Architectural concepts like light and space, color, and texture, are used to evoke specific emotions and enhance the feeling of spaciousness, comfort, and well-being. Aviation atmospherics also draws parallels from the marketing concept coined by Philip Kotler [1], relating to the intentional design of spaces and experiences within the retail industry to evoke specific emotions and influence consumer behavior. Its applications and utility in aviation involves consciously designing airport terminals, end to end environments and aircraft cabins to create a sense of comfort, excitement, accentuate the brand and culture of the carrier and even create a sense of wonder, leveraging the power of light, sound, scent, the natural beauty of the flight environments and spatial design. Aviation atmospherics, as I envision it, presents opportunities for creating a sensory journey that goes beyond mere transportation and connects with travelers on an emotional level. If applied effectively it can alleviate stress levels, promote an enjoyable and uplifting experience for both the aviation professionals and the passengers. It’s about creating a multi-sensory experience that evokes positive emotional engagement. This emotional engagement can be enhanced by design to make flying better for all involved. 

To briefly clarify the term here, I am not talking about the environmental atmospherics better known to pilots relating to climate and meteorological conditions. Instead, I am referring to designing things that improve the human experience. There is a fascinating interplay between the human psyche, the environment of air travel, and the intentional strategies airlines and airports can consciously employ to improve the overall experience for their guests. There are of course elements of this discipline in the industry, however some do it much better than others. For example, the moment we step into an airport, we are bombarded with cues and stimuli that influence our behavior. However, the current model is dominated by retail psychology that pushes us and influences our purchasing behavior each step of the way.  That is why you must pass through vast sections of duty free to get to your boarding gates. It’s the same way supermarkets ensure you must pass all the other products to get to the essentials such as milk and bread. It is all designed to increase the probability of purchasing.    This dominance of design for commercial aspects has pushed out design elements that could improve the overall experience in a meaningful way. From the design of the boarding process to the music playing during boarding, all subtly shape our emotions and choices. Airlines are increasingly leveraging technology to manipulate passenger behavior and create a more positive experience, but the industry can do a better job. Airlines and aircraft manufacturers are becoming increasingly aware of the emotional impact of aircraft cabin atmospherics and interior designs. They are incorporating design elements that mimic nature, like the use of blue and green hues in cabin lighting, to create a calming and relaxing environment. They are also using technology to enhance the visual experience of flight, with larger windows, digital displays showcasing real-time views, and even virtual reality applications that allow passengers to explore destinations before they even arrive. The goal is to create a sense of wonder and immersion, transforming the flight into a more engaging and enriching experience. The Airbus A380 aircraft, for example, have external cameras that allow customers to see the views from outside the aircraft and this has proved to be a very popular feature among the travelling public. 

Now consider how the interplay between visual stimuli, the physical environment of the cabin, and physiological changes we experience all contribute to the unique emotional experience of flight. The brain is constantly processing information from our surroundings, and the sights and sounds of aviation atmospherics can trigger a cascade of neurological responses that influence our mood. This represents the fascinating intersection of psychology and the world of air travel. It's not about ignoring the realities of air travel either, but rather about designing things in such a way as to create a net gain in the overall consumer experience in ways they value and appreciate. 

The critical role of atmospherics in comprehending consumer behaviors has been largely explored in various fields. However, little research has examined the impact of ambient conditions and space/function in the airline industry, both of which are vital dimensions of the physical environment. Empirical research on in-flight physical surroundings and their impact on passengers' buying behaviors is almost as rare for the low-cost airline industry as well as for the full-service airline industry. In addition, while cognition and affect have been often used to predict consumer intentions and behaviors in many contexts (e.g., Evanschitzky & Wunderlich, 2006; Han & Hyun, 2012; Oliver, 1997, 1999), the possible associations between these variables and ambience or space/function have not been clearly explored in the airline industry. [2]

To highlight the effects of atmospherics on choice, take the example of the allure of our favorite bar or coffee shops. Your consumer choice and consequent behavior goes beyond the mere act of consuming a drink. You base your choice on the atmosphere, the ambience, the feeling that draws us back time and again. We may have coffee at home, but the social aspect, the change of scenery, and the inviting atmosphere of a café create a unique experience that fuels our desire to visit repeatedly. This ambient conditioning plays a significant role in consumer choice and loyalty, a principle that savvy franchises understand well. Their investments in decor and ambience are calculated, knowing that a captivating environment can trigger positive emotions, enhance brand perception, and drive repeat business. The culture of the airline, the atmosphere you feel during the flight, and the interactions with staff can be communicated through atmospherics in all kinds of ways. All these elements contribute more powerfully to brand identity. Some airlines do a decent job of applying these principles and creating a welcoming, efficient, and even joyful atmosphere, leaving passengers with a positive impression and a clear brand experience.

Let’s look at some of the current efforts being used to understand where we are at in terms of atmospherics in the industry. Singapore Airlines, with their signature batik-patterned headrests and sleek, modern cabin design, are already embracing this concept to a certain extent. Others are experimenting with aroma therapy to promote relaxation, using calming soundscapes to ease anxiety, and providing on-demand lighting controls for a more personalized experience. Airlines like Hawaiian Airlines and Alaska Airlines have successfully infused their unique cultures into their brand identity and, in turn, their aviation atmospherics. They've understood that creating a welcoming and memorable experience goes beyond just the physical space, it's about tapping into the emotions and cultural essence of their origin. Hawaiian Airlines embodies the spirit of aloha, which encompasses hospitality, warmth, and genuine kindness. This is evident in their flight attendants' friendly greetings, the Hawaiian music playing on board, and the color and design elements end to end. They incorporate Hawaiian elements into their cabin design, uniforms, and even their food and beverage offerings. This creates a distinctly Hawaiian experience that immerses passengers in the culture of the islands. Alaska Airlines taps into the natural beauty and adventurous spirit of the Pacific Northwest. Their branding often features iconic imagery of mountains, glaciers, and wildlife, reflecting the region's rugged yet captivating landscapes. Their focus on friendly service, comfortable cabins, and a relaxed approach to travel creates a sense of comfort and ease, mirroring the region's characteristics. These airlines demonstrate that embracing cultural heritage and incorporating it into the overall travel experience can be a powerful tool for building brand loyalty and creating a unique and memorable journey for passengers. They show that aviation atmospherics is not just about design; it's about tapping into the heart and soul of a place, celebrating it and sharing that with the world. 

The future of aviation atmospherics is brimming with exciting possibilities, driven by technological advancements, evolving customer expectations, and a growing focus on sustainability. There are huge opportunities in training and development to develop a whole new set of skills in this area. Technology is only one aspect of it. AI for example, has the potential to revolutionize aviation atmospherics, creating highly curated and responsive onboard experiences that cater to individual preferences and needs. Here are a few examples of how Artificial Intelligence can be deployed successfully and what it might look like. AI-powered Mood Lighting with Sensors could track passengers' emotions such as facial expressions, and heart rate and adjust cabin lighting accordingly and at the local seat level conditions. For instance, a calming blue light could be activated during a turbulent flight, while a warm, inviting glow might be preferable for a relaxed evening flight. Augmented Reality (AR) Experiences also will be a feature of future flying experience and will enhance atmospherics capabilities significantly. Imagine an AI-powered AR system that overlays information about the world outside the window, highlighting points of interest and historical landmarks. When linked to external cameras, it will provide exceptional access to real time the views of sunsets, sunrises, and even provide guides to the stars above while flying.  This would enhance the travel experience and provide a more engaging and informative journey. They will be fully compatible with the AR products being developed by Apple and Meta and the industry will work more on these.  It will even provide the possibility of curated destination guides that contain exclusive offers and discounts particular to that individual airline or flight.  AI will be able to adjust cabin temperature based on individual preferences and flight conditions at their seat locations. For example, it could sense a passenger's drowsiness and subtly increase the air circulation or temperature to promote alertness. In premium cabins for example seats equipped with AI will be able to adjust intelligently to individual body shapes and preferences, providing optimal comfort.  AI if granted permission will, monitor passengers' vital signs (heart rate, breathing) and provide personalized interventions to reduce stress, such as guided meditation, calming music, or even the release of calming scents. Within the permitted guidelines on privacy, it could also alert crew members to health concerns and make medical certified recommendations. There will be greater opportunities to give the feel of the brand and the cultural identities of the company and its origins. It may even go in another direction, with a focus on sustainability and more natural elements incorporated into the designs and features. The possibilities are only limited by our imagination. Contrast current offerings with the ambiences and atmospherics achieved by quality hotels and restaurants. Their feel and attention to detail are instructive and their effect on our cognitive behavior is palpable. 

I believe that we will see much more of the Smart Cabin Concept. For example, AI could learn passenger preferences, or by your fingerprint or frequent flyer number it immediately creates a more tailored and enjoyable experience with each flight. Including personalized lighting, temperature, entertainment, meal, and even the ambient scent preferences and much more besides. It will help develop a whole “know your customer” aspect and allow customers to opt in to inform your flight crew of your preferences if they so choose. The flight crews will have intelligent glasses that will inform them of the customers in front of them who have opted on and be able to interact and communicate more effectively. It will be used to enhance the service significantly and drive efficiencies, replacing a simple call light with an exchange of information from the seat panel to the galley of exactly what is needed or being requested. The possibilities are endless, and the industry can do so much more to research and develop initiatives in this area.  Through intuitive interfaces, AI-powered features will be seamlessly integrated into the onboard experience, using simple voice commands, touch screens, or even gesture recognition. In future cabins AI will have the capability to provide subtle reminders for passengers, such as when it's time to hydrate, or when the lighting or temperature has been adjusted for their comfort. This will be a great tool for wellbeing, and onboard health. 

Airlines may explore new materials, technologies, hospitality training and design trends to continuously enhance the passenger experience. They will partner with technology companies and use the sensory systems to interact with customers in a more meaningful way onboard. Gathering feedback from passengers about their experiences is essential for ongoing improvement and holds great opportunities. This feedback will help identify areas for improvement and refine the strategies used to create a positive atmosphere and air travel experience. I suspect that the greatest breakthroughs from all this will be in the area of training and development of the teams that interact with the customers on the frontlines, along with augmenting the tools and resources at their disposal to create uplifting and pleasant experiences for guests. A fully integrated set of design and ambience tools and facilities will be engineered to enhance the overall experience. Even innovative waste reduction through AI-powered systems will be able to track passenger consumption of amenities like blankets, pillows, and headphones, allowing airlines to optimize inventory and minimize waste efficiently.

The area of atmospherics is ripe for disruption in need of innovation. Many things can be done differently and better in this space, and those who do pioneering work in this field will set themselves apart from the pack. The industry can apply the same force of effort that has resulted in an impeccable safety record and elevate itself in the passenger experience arena too. I urge airlines and airports to embrace this vision go beyond standardization of design and service and create value for customers that will bring back the awe factor of flying. I believe if done well it will bring a significant competitive advantage in the years to come in terms of value creation and customer loyalty. 

Thank you.

Noel Cox

Principle Aviation Consultant at avcox

Author of The Air Traveler's Handbook

Citations

1. Kotler, P. (1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4), 48-64.

2. Han, H., & Hyun, S. S. (2012). An Extension of the Four-Stage Loyalty Model: The Critical Role of Positive Switching Barriers. Journal of Travel & Tourism Marketing, 29(1), 40–56. https://doi.org/10.1080/10548408.2012.638559

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