Finnair Introduces New Finnish Soundscape to Elevate the Passenger Journey
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Finnair is launching a new brand soundscape that passengers will hear from the moment they book their ticket through landing. The initiative highlights the airline’s renewed focus on its Finnish roots. The music, created by Finnish composer Lauri Porra and titled Matkantekijä, will play in cabins, lounges, online, and across customer service channels, placing Finnish culture and atmosphere at the center of its evolving customer experience strategy.
Hearing the Finnish Happiness
At the center of Finnair’s refreshed brand is a deeper expression of Finnishness. The airline’s new strategy, published in November, emphasizes cultural authenticity as a differentiator in an increasingly competitive global market. The soundscape plays a central role in that effort, offering customers an immersive introduction to Finland before they even arrive.
“Finnair has given wings to Finnish people, companies and culture for 102 years, and Finnishness has always been an essential part of us. It is a meaningful role that evokes emotions both within Finnair as well as among our customers,” said Finnair Chief Customer Officer Simon Large. “We believe that Finnishness also serves as a differentiating factor for us.”
Composed by Lauri Porra, the great grandson of Jean Sibelius, Matkantekijä, which translates to “Traveler,” captures what the airline describes as the Finnish mindscape and the atmosphere of travel. The ensemble includes a main composition as well as shorter pieces, including new boarding music that will gradually replace existing audio across the airline’s fleet.
The music is simple and open, inspired by Finland’s landscape and culture. It uses traditional Finnish instruments like the jouhikko, a bowed lyre string instrument, and the kantele, a Finnish plucked string instrument, anchor the compositions, adding texture without overwhelming the listener.
“I have been composing music for myself for a long time, especially for travel, and it has been inspired by Finnish nature and Finnishness,” Porra said. “I wanted to leave as much room as possible for the listener’s own interpretations. I think that music is like a blank slate on which everyone can build their own adventure that is about to begin.”
Instead of creating a bold signature jingle, Finnair opted for something more understated. The music aims to calm, center, and prepare travelers for their journey. Boarding, lounges, and digital platforms will all have the same sound, creating a consistent feel that makes passengers feel comfortable, safe, and confident in the airline.
The new soundscape will roll out in stages beginning February 27, with the first aircraft featuring the updated boarding music by the end of the month. The compositions will also be released on Spotify and other streaming platforms, allowing customers to connect with the brand beyond the cabin.
For Finnair, which carries a large share of international visitors traveling to Finland, the initiative serves a dual purpose. It reinforces national identity while also building curiosity about Finnish culture among global audiences.
“Finnish happiness raises interest around the world,” Large said. “We want to make Finns proud and the world curious about our culture. Finnair flights are a small glimpse into Finnishness, and safety, reliability and our unique Finnish warmth are the cornerstones of both Finland and Finnair.”
Extending Finnish Identity Across the Journey
The new soundscape reflects a broader shift in how airlines approach branding and passenger experience. Increasingly, carriers look beyond physical cabin upgrades and digital tools to create emotional continuity throughout the journey.
That continuity for Finnair begins before passengers board. Marketing campaigns, customer communications, lounges, and in-flight announcements will now carry the same tonal atmosphere. The result is a cohesive sensory environment that connects each stage of travel.
Porra, known for his versatility and his work with the Finnish metal band Stratovarius, described composing for Finnair as a lifelong dream. While he has worked across many musical styles, the piece created for Finnair leans into simplicity and mood.
“This music is dedicated to all travelers, whether you’re going on holiday or on an important business trip,” Porra said. “I hope the music accompanies you on your journey and creates a peaceful space to tune in to your upcoming adventure.”
The initiative also reflects how airlines increasingly use sound as a strategic brand tool. Just as cabin lighting, seat fabrics, and meal design shape perception, curated audio can influence how passengers feel in transitional spaces like boarding or in the lounge.