A survey by On the Beach reveals that when it comes to booking flights, price is more important than any other element, including onboard service and comfort.
The survey of 1,200 British holidaymakers revealed 64% are led by price alone when booking flights whilst 23% are more likely to choose flights departing from their local airport, regardless of the cost.
The survey revealed that the cost of a flight is far more important than anything else, with just 5% of those polled saying they choose to fly with airlines offering better seat comfort and pitch, no matter how much extra this might cost them when purchasing their flights.
Furthermore, just 3% pick service over cost, with these travellers only choosing airlines they believe offer a better-quality customer service.
Only 1% said the opportunity to enjoy complimentary food and drink was the most important element when booking their flights.
Less than 1% of those surveyed said the ability to connect to WiFi and collect air miles were the most important element when booking their flights.
Chief marketing officer Alistair Daly said: "Our survey shows that cost really is king and whilst we all enjoy a few extras such as complimentary meals, refreshments and complimentary WiFi, we will forgo most of these if it means we can get a flight for a better price."
