April 12, 2021
Our new ASMR video gives you the tingles by invoking the sights and sounds of travel that you've missed the most.
We’ve just released an ASMR video that picks out the things we love most about flying. ASMR stands for Autonomous Sensory Meridian Response. It describes a pleasantly warm and tingling sensation that starts on the scalp and moves down the neck and spine. This physiological response can be triggered by a number of sights and sounds, including whispering, isolated sounds such as tapping and beautiful or ‘oddly satisfying’ imagery. We think our new ASMR flight video will not only do that, but it will also transport you by bringing back memories of the sights and sounds of flying that we’ve all missed this last year.
From the bing-bong of the call bell, the click shut of the seatbelt, and the evocative pop of the champagne cork, all the magical moments of travel have been captured, giving viewers that signature ASMR tingly feeling.
It’s been over a year since most of us have been able to get away on holiday; however, your next trip is tantalisingly close with the recent government announcement. We know that you can’t wait to step back on board, flying to your favourite destination to relax on the beach or reconnect with loved ones, so this video should bring back memories of those moments you’ve missed the most.
In a survey of more than 1,000 British adults, 82% of respondents missed the pilot speaking over the PA, and 78% missed the tinkling sound of the drinks trolley coming down the aisle. Other top flying moments included 76% missing inflight TV and movies, 73% missing being welcomed onboard by cabin crew and 72% missing the inflight meal experience. 57% of those surveyed even missed gliding through the airport on the travellator on the way to their boarding gate
When it comes to holiday sights and sounds, waves lapping on a beach was the clear winner, with 94% of Brits saying they missed the sound the most. Respondents were also asked to rank where they would most like to go on their next holiday. Joint top of the leader board was Barbados and New York, with 39% of respondents keen to get there when restrictions lift. They were followed closely by California with 35% and Florida with 31%.
“We have missed looking after our customers onboard this past year and cannot wait to welcome them back once restrictions are lifted and travel resumes at scale”, said Corneel Koster, our chief customer and operating officer. “At Virgin Atlantic, we pride ourselves on offering our customers a brilliantly different experience, so the concept of ASMR and giving people that magical tingly feeling, is the perfect tool to remind our customers of the travel experience that awaits them when they come back to the skies with us.
“Whether it’s the ubiquitous clicking shut of the overhead locker, or the familiar routine of the safety demonstration, it’s the sensory memory of these moments that our customers long for, heading off on their well deserved holidays, starting a fabulous adventure.”
To find out more about the science behind ASMR we spoke to Dr Giulia Poerio, Psychology Lecturer at University of Essex.
“Scientific research supports claims that ASMR is something that can make people feel relaxed. People with ASMR show significant reductions in their heart rates when watching ASMR videos, reductions comparable to other more well-established stress alleviating techniques such as mindfulness and music therapy,” she said. “We now have more objective evidence that ASMR is relaxing (it’s not just people telling us that ASMR makes them feel relaxed – their physiology is telling us the same thing too). ASMR videos allow people to experience the feeling ‘on demand’ and with greater longevity and intensity. This has meant that people use ASMR videos for insomnia, to reduce stress and anxiety and even to provide relief from loneliness. It’s perhaps no surprise then that many have turned to ASMR content so much during the pandemic.
“ASMR-tingling is associated with increased activation in brain regions involved in emotion, empathy and affiliative behaviours. As a result, ASMR has been likened to caring behaviours – suggesting that ASMR activates neurological pathways involved in socioemotional bonding. This idea is somewhat supported by research showing that ASMR videos increase feelings of social connection.”
Jess Cross Brown is our PR Executive who came up with the idea for the ASMR video. We caught up with her to find out a bit more. “There is something truly magical about flying. I still remember my first flight over 15 years ago and it feels like only yesterday,” she said. “Like a lot of people, I don’t endure long haul flights. I squeeze every drop out of them! Whether it’s the inflight movies or plane food, I cannot get enough of flying. When I learnt about ASMR, I knew it would be the perfect tool to bring to life those butterflies you get when you step onboard an aircraft. We all love the holiday at the end, but after over a year in lockdown, I wanted to remind everyone of the little things they didn’t even know they’d missed when flying. From the bing bong of the call bell to the clicking shut of your seatbelt, flying is made up of hundreds of little moments that give you that tingly feeling”.
It certainly does that.
If our ASMR video has awoken your wanderlust, head over to virginatlantic.com to discover our latest deals and destinations. Then head off on one of our modern efficient aircraft tended every step of the way by our brilliant ground and onboard teams. Visit our Covid-19 travel hub to find out everything we’re doing to make sure you can fly with total confidence.