2014 IATA

GLOBAL PASSENGER SURVEY

Supported by:

* The information contained in our databases and used in this presentation has been assembled from many sources, and whilst reasonable care has been taken to ensure
accuracy, the information is supplied on the understanding that no legal liability whatsoever shall attach to the International Air Transport Association (IATA) and pwc, their
offices, or employees in respect of any error or omission that may have occurred.
2014 IATA GLOBAL PASSENGER SURVEY

 Independent survey conducted in July-September 2014

 Third time survey has been conducted

 Targeted respondents through social media, email and word-of-mouth

 Nearly 5,500 respondents from over 140 countries participated in survey

 Results reflect regional and global preferences in travel

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TRAVEL SHOPPING
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AIRLINE WEBSITES REMAIN PRE-DOMINANT
BOOKING CHANNEL Breakdown of channels used to book flights
8% 2%
 More than 50% booked flights
directly from an airline (website or
mobile app)
15%
 Airline websites and mobile app
bookings have been growing 52%
steadily year on year 18%

 25% used travel agencies (online

and offline)
4%
Airline website Airline mobile app
Online travel agency Travel department
Personally at a travel agency Don't know

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LEISURE SEGMENT MOSTLY SPENDS UP TO $3K
ANNUALLY ON TRAVEL; BUSINESS UP TO $12K
Amount spent over 12 months on leisure travel Amount spent over 12 months on business
travel
4% 4%
6%
6% 15%
24%
12%
15%
20%
16%
17% 21%

22% 17%
Less than $500 $501-$1,000 $1,001-$2,000 Less than $1,000 $1,000-$3,000 $3,001-$6,000
$2,001-$3,000 $3,001-$6,000 $6,001-$10,000 $6,001-$12,000 $12,001-$24,000 $24,001-$48,000
More than $10,000 More than $48,000

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WEBSITE COMPARISON INCREASING WHEN
BOOKING TRAVEL
Number of websites compared before booking
flights
 Most travelers (85%) compared
3%
multiple travel websites before 8%
15%
purchasing tickets
6%
 ¾ compared websites before
committing to purchase (2013) 19%
22%
 Close to a third of travelers found
it difficult to compare offers from
various airline websites 26%

1 2 3 4 to 5 6 to 10 More than 10 Do not remember

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NORTH AMERICA LEADS IN OPTIONAL SERVICES;
SEATS AND UPGRADES MOST PURCHASED
 More than 50% of North American travelers bought optional services in past
12 months
 Of those purchasing, reserved seats and upgrades (57%), now bought more
than checked bags and excess baggage (45%)
Types of optional services North American travelers bought in the past 12 months
60%
2014
2013
40%

20%

0%
Excess Seats or Onboard Travel Hotel Car rental Priority Priority Duty free Lounge Wireless IFE
baggage upgrades F&B insurance booking check-in boarding shopping access internet

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TRAVEL EXPERIENCE
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AUTOMATIC CHECK-IN GROWING IN
PREFERENCE; KIOSKS LEAST PREFERRED
Preferred check-in method  38% prefer automatic check-in i.e.
50% receive their boarding pass from
2014
2013
airline directly by text message or
40% e-mail
30%
 Preference of self-service check-in
(Internet/ mobile) has dropped
20%
significantly but remains popular
10%
 Airports kiosks are least preferred
0%
Self-service Self-service Check-in Automatic
(Internet/ kiosk at the counter at the check-in
mobile) airport airport

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ELECTRONIC BAG TAGS AND REAL-TIME BAG
TRACKING HIGH ON TRAVELERS’ WISHLIST
Preferred option for preparing bags before
flight
 75% would use self-tag bags with
a printed or electronic bag tag 14%
25%
 80% interested in tracking bags
throughout journey
17% 44%

Print a bag tag at home/office and attach it myself

Use an electronic bag tag
Print and attach a bag tag at an airport kiosk or counter
Ask airline agent to tag my bag

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BAG FEES LESS FRUSTRATING; DAMAGE AND
QUEUES REMAIN POINTS OF CONTENTION
Reasons for bag handling dissatisfaction
50%
 Extra fees for bags are becoming 2014
2013
less of a reason of dissatisfaction 40%
for travelers (20% to 12%)
30%
 Bags delayed on arrival significant
reason for dissatisfaction reflected 20%
by 25% of travelers
10%
 Satisfaction level for handling of
bags remains consistently high at 0%
Long queue Extra fees Bag was Bag did not Bag was
90% to check for bag damaged arrive on delayed on
bag flight arrival*

*Additional option introduced in 2014

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TRAVELERS ARE MORE IMPATIENT; 10-MINUTE
QUEUING THRESHOLD
Acceptable queuing time at security
60%
 50% consider a queue time of
2014 2013 2012
between 5 and 10 minutes 50%
acceptable
40%
 1 in 5 travellers are still not
sufficiently informed about security 30%
screening procedures by the
relevant entities 20%

10%

0%
More than 20 Between 10 and Between 5 and Less than 5
minutes 20 minutes 10 minutes minutes

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PROACTIVE NOTIFICATIONS IN EVENT OF FLIGHT
DISRUPTIONS ARE UNANIMOUSLY PREFERRED
Preference for receiving notifications of
changes to flights/travel
 75% of travelers want to be 1% 4% 4%
informed in the event of a flight
disruption 16%

 Less than 1 in 10 travelers would

consult the airline or airport
website
 16% would turn to a 75%
smartphone app
Consult airport website Consult airline website
Receive text/email Information on smartphone app
Other

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TRAVEL TECHNOLOGY
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ONE-THIRD OF TRAVELLERS WOULD USE WI-FI
AT AIRPORTS FOR EMAILS
Use of wireless connectivity at airports

 Highest preference shown to use

13%
Wi-Fi at airport for emails 1%
23%

 Preference demonstrated for

essential travel related activities
32%
 Use of Wi-Fi for social media
dropped from 18% (2013) to 13% 29%
(2014)
Receive airline-related info Browse the Internet

Send/receive emails Stream videos

Use social media

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WATCHING MOVIES & TV - THE TRAVELER’S
FAVORITE INFLIGHT ACTIVITY
 Close to 40% of travelers like watching movies and TV, more than double
second favorite activity of sleeping
Favorite activity during a flight

40%

30%

20%

10%

0%
Watching Sleeping Reading Looking out Eating/drinking Browsing the Working Chatting to Playing games Other
movies/TV the window internet others

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TRAVELERS NOT LIKELY TO PAY FOR MOST IFE
SERVICES; SENTIMENT CONSISTENT GLOBALLY
 High percentage of travelers not likely to purchase IFE services if charged
 Most likely service to be purchased would be internet access

Likelihood to purchase IFE service

100%

80%

60%

40%

20%

0%
Live TV Stored media content Internet access None of these

North America Latin America Europe Africa Middle East Asia-Pacific

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GLOBAL PERSPECTIVE FROM A DIVERSE
SPECTRUM OF RESPONDENTS
Regional breakdown Age breakdown of Gender breakdown of
of respondents respondents respondents

4% 5% 11%
3% 12%
24%
32%

35% 29%
7% 19%
68%

27% 23%
North America Latin America 25 and younger 25-34
Europe Asia Pacific 35-44 45-54
Africa Middle East 55-64 65 and older Male Female

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Most business travellers that took the survey
completed 1 to 4 trips in the past 12 months
# of flights taken # of flights taken Annual household
(Business) (Leisure) Income

12% 8% 10% 14%

23%
31% 9%

24% 24%
17%
17%
55%
29% 26%
Less than $25,000
None None $25,000-$50,000
Between 1 and 4 Between 1 and 4 $50,001-$100,000
$100,001-$150,000
Between 5 and 10 Between 5 and 10
$150,001-$200,000
More than 10 More than 10 More than $200,000

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 2014 IATA GLOBAL PASSENGER SURVEY

 2014 IATA Global Passenger Survey highlights choice, service, speed and
connectivity

 Travelers want technology to improve their travel experience and receive

timely and accurate information

 Travelers prefer to compare and will only pay for services deemed valuable
and pertinent to their travel experience

For more information on the IATA Global Passenger Survey Supported by:
or for specific survey report requests, please contact us at
[email protected]

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