Research by loyalty experts ICLP has found that the two most important factors for air travellers when choosing an airline are price (62%) and schedule (54%).
Seat comfort and company policy were rated 27% and 22% respectively, while frequent flyer programmes and brand loyalty were lower down the list of priorities at 21% and 13%.
ICLP general manager Stuart Evans, who oversaw the research, said although price and schedules are most important, FFPs and brand are still vital.
“FFPs were still the fifth most important differentiator directly influencing choice and most programmes are also designed to generate customer insight that can be used in all decisions relating to the customer proposition – including informing schedule and pricing management,” he said.
“Knowing who is on board is also a powerful contributor to increasing profitability.
The research questioned 1,300 members of Priority Pass, the independent airport VIP lounge programme.
Asked about the benefits of being a member of a loyalty programme, 42% of the respondents said priority check-in was the most significant, closely followed by airport lounges at 33%.
Fast-track through airports has grown in significance and is now the main priority of 20% of those questioned.
“Certain airlines have been quick to spot these recent changes in customer needs and are now changing operations to meet the growing demand; especially on mixed leisure/business routes where the business traveller and savvy leisure passengers will be keenest to avoid the queues,” said Evans.
Only 9% want discounts extended to their partners, although 10% would like an increased baggage allowance and a further 13% would like to be protected from overbooked flights.
By Bev Fearis
