New survey data from travel tech company IBS Software, reveals a massive 93% of UK and US consumers would book more services with airlines were given the chance representing a huge opportunity for airlines.

The study, which looked into UK and US airline passengers’ expectations of airlines, shows that following a challenging period of travel uncertainty, passenger confidence is recovering with 83% of respondents planning to purchase tickets in the next six months. However, the research also points to airlines’ failings to maximize this opportunity with over a third (36%) of those asked stating that booking a flight online is more time-consuming and complicated than other online retail experiences, according to a news release.

More Services Please

As many as 56% of recent flyers would buy additional services from an airline if the booking and checkout online shopping experience were closer to that of fashion retailers and online food shops. One in ten even said they would book all elements of a holiday with their airline if they could.

Nearly a quarter of people (24%) surveyed think the main benefit of booking multiple elements of their trip in one transaction would be having all confirmation details in one place, closely followed by saving money (22%) and having one provider to deal with if something goes wrong (19%).

Top Services Requested

Turning a one-time buyer into a repeat customer is challenging for any business. The top services airlines could offer to convert passengers into lifelong fans are included baggage (60%), free seat allocation (51%), and priority boarding (25%).

“As more and more industries invest in Amazon-esque tactics to compete for consumer spending, it’s important airlines don’t pass up the opportunity on the table. It’s always challenging transforming back-end technology but now is the time to build more personalized relationships with your customers – in a difficult economic climate, can you afford not to?” said Paul Byrne, VP iFly Retail at IBS Software in the news release.

About the Research

*The survey was conducted online Censuswide from Jan. 9- 13, 2023. Covering 2,000 consumers who have traveled by air for leisure in the last 18 months, with 1000 respondents from both the US and UK.

Source: IBS Software