E V I SION
T o mark its centenary,
British Airways (BA) has
conducted one of the largest
global consumer travel surveys of its kind.
Research conducted across 10 global
markets explores technological, scientific and
socioeconomic drivers of change to create
a holistic view of flyers’ expectations and
aspirations, which can be used to help predict
what the future flight experience might offer.
The survey found that when choosing flights, global
consumers favour functional factors over experiential
factors. For short-haul flights, price is the top driver,
followed by convenience of flight departure time and
airport of flight departure/return. More experiential
attributes such as airline brand, quality of customer service
and seat space rank “significantly lower” according to
the findings, demonstrating how consumers care most
about getting the best value for money and making the
travel journey as seamless as possible.
While these functional features remain dominant
when consumers are choosing how to travel long haul,
experiential elements are considered to a greater extent
and can serve as differentiators when booking journeys.
024 ANNUAL SHOWCASE 2020