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Despite the rational behaviour that consumers
demonstrate when choosing flights, travel by
airplane is seen as an experience in its own
right. 76% of global consumers say they enjoy
travelling by airplane, while more than 6 in 10
would go as far as saying they find travel by
airplane exciting. Experiences have the
potential to help consumers differentiate
between different offers, as they
promise to elevate the journey by
tapping into the enjoyment of air travel.
While many people enjoy air travel, 36%
of global respondents stated they are rarely
comfortable when flying. Consumers in
India, the US and the UK in particular are
likely to experience frequent discomfort during
flights. This highlights how the ever-evolving
consumer demands we see in other areas of life
translate directly to the travel experience, leading to
disappointment when they are not addressed. People
aircraftinteriorsinternational.com
ANNUAL SHOWCASE 2020 025
BRITISH AIRWAYS LOOKS TO THE FUTURE
OF AVIATION, WITH IN-DEPTH GLOBAL
RESEARCH USED TO EXPLORE WHAT
TRAVELLERS CAN EXPECT FROM AVIATION
IN 20, 40, 60, AND EVEN 100 YEARS
FROM NOW. WELCOME ON THE
JOURNEY TOWARDS BA 2119:
THE FLIGHT OF THE FUTURE
Words by BA & Foresight Factory
FUTUR E V I SION
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