Giving Passengers What They Want

IATA has released its 2016 Global Passenger Survey (GPS), based on 6,920 responses from around the globe and provides insight into what passengers want from their air travel experience.

The survey revealed that passengers want to be able to do more of the traditional airport processes “off airport” by taking advantage of the latest digital self-service options.

In 2016 the percentage of passengers who checked-in online and used a mobile boarding pass rather than a printed one increased from 69% in 2015 to 71%.

The GPS found that the majority of passengers are keen to see the baggage process shaken up with 33% of those surveyed wanting to self-tag their bags and 39% to use electronic bag tags.

And a considerable number of passengers would like to travel to the airport “baggage free” – 26% want their luggage picked up from home and delivered to the airport, while 24% want to be able to drop off their luggage away from the airport.

In addition, 61% of passengers expressed interest in tracking their bag throughout the journey.

Airlines are facilitating this by adopting IATA’s baggage Resolution 753 which tracks bags at major journey points such as loading and unloading.

Pierre Charbonneau, director, passenger and facilitation for IATA, observed that: “Passengers want to arrive at the airport ready to fly by taking advantage of ‘off airport’ digital self-service options. IATA is helping the industry make this a reality for more travellers through its Fast Travel Program. If the industry meets its internal program goals, then by 2020, 80% of global passengers will have access to more self-service options.”

As well, passengers identified airport security and border control processes as two of their biggest pain points when travelling.

The top frustrations were the wide variation in security screening procedures at different airports and the intrusiveness of having to remove personal items.

A majority of passengers only want to pass through security and border control once during their journey.

To make security and border control areas as safe, effective and hassle-free as possible for passengers, the industry needs to embrace new Smart Security technology.

Passengers also want airlines and airports to offer them a more customized travel experience with 85% willing to provide more personal data to make this happen.

And everyone wants to be fully connected on board preferably through their own devices.

The GPS found that 51% of passengers, a 12% increase on 2015, would prefer to use their own devices on-board — Bring Your Own Device (BYOD) — to access entertainment options.

With availability of Wi-Fi connectivity continuing to have a direct impact on the overall air travel experience, adopting the latest on-board Wi-Fi technology remains an effective way for airlines to distinguish their brand.

Nick Careen, senior vice-president for airport, passenger, cargo and security for IATA, pointed out that: “Passengers want convenience and quick results with their bookings and check-in, a seamless and secure airport experience and uniquely tailored experiences throughout their journey.”

For more, go to http://www.iata.org/gps .