Travel firms should follow brands such as Marks & Spencers in creating strong audio identities to help them stand out to consumers.

Speaking at Abta’s The Travel Convention, Global’s creative director Jo McCrostie (pictured) highlighted brands outside of travel that have strong audio identities, such as M&S and Compare The Market and Netflix, and said travel brands should follow suit to announce their presence to consumers better.


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She said more international brands were pouring investment into audio branding, including Mastercard and HSBC, the latter of which launched seven audio tags earlier this year.

McCrostie said audio could be short sounds, rather than long music-linked piece, but said they needed to be “memorable and recognisable”.

“We know from research that brands with an audio identity are 96% more likely to be recalled than those with no music or audio identity at all,” she said. “When it comes to sound it takes just seconds for a brand to announce its presence and mark its territory.

“Sound reaches our brain in just 0.7 seconds which is significantly quicker than through sight or touch.”

MoreFull coverage from Abta’s Travel Convention in Tokyo