By Amy Schellenbaum
Updated: January 24, 2017
© iStockphoto

On Friday at 11:30 a.m., a cherry-picked cohort of 180 mystery celebrities will breeze through security, hop on a Boeing 737, and drink complimentary cocktails on their way to the country’s coolest music-tech-film conference. It’s not officially called the SXSW Party Flight of the Rich and the Famous, but that’s essentially what it is.

Riding the wake of its specialty flight to the Sundance Film Festival, which shuttled the likes of Emile Hirsch and Kristen Wiig to Utah last month, Delta Air Lines has booked a club of relevant movers and shakers for a $247 flight to Austin, Texas.

Included in the price: a pre-flight brunch served L.A.’s restaurant Lemonade, boodle from Columbia Sportswear, flight amenity kits touting skincare products by the likes of Malin + Goetz, and a subscription to Spotify Premium.

Why? According to the vice president of sales for Delta, who was recently interviewed by Bloomberg, the whole gimmick “is about going after a really lucrative and very, very large and very, very unique revenue set.” It’s guaranteeing rich people and/or tastemakers at least glance at a product—which is about the same justification for, say, the prodigious goodie bags at the Oscars.

Amy Schellenbaum is the Digital Editor of Travel + Leisure. Follow her at @acsbaum.