The International Air Transport Association’s 2024 Global Passenger Survey results reveal that air travelers worldwide “prioritize convenience and speed.” That sentiment includes U.S. air travelers.
Nick Careen, IATA’s Senior Vice President of Operations, Safety, and Security, said, in an announcement of the results, “Passengers want flexibility and transparency when planning and booking travel, plus speed and convenience at the airport. More are embracing biometrics, digital wallets, and off-airport processes to make it happen.”
However, North American air travelers’ preferences differ from those of their international counterparts in some essential ways.
For example, 77% of North American travelers are most likely to pick their departure airport based on convenience compared to an average of 70% of global passengers.
Key Differences In Airline Booking Preferences
When booking their flights, 47% of North American travelers will use the airline website, compared to an average of 37% of global travelers. Only 14% of North American travelers will use an airline app for booking, compared to 16% of global and 18% of Asian travelers. Only 9% of North American travelers will rely on their corporate travel department for booking, compared to the global average of 11%, and 13% of North American travelers still rely on travel agency call centers to book air travel, compared to the global average of 9%.
To pay for their tickets, 95% of North American travelers prefer to use a credit card or debit card, significantly higher than the global average of 79%. Despite the growing popularity of digital wallets, only 10% of North American travelers use them to book air travel, compared to the global average of 20% and the significantly higher percentage (35%) of Asia Pacific travelers. Also, only 67% of North American travelers surveyed expressed an interest in using digital wallets to book air travel.
Given the strength of US airline loyalty programs and branded credit cards that issue points and miles, it is perhaps no surprise that North American travelers lead the world in booking flights with loyalty currency (35% compared to a global average of 20%).
North American travelers are also far less likely to be discouraged from traveling by air due to immigration requirements; 65% said they were not, compared to a global average of 52%.
To speed up travel, 48% of North American travelers have used biometric identity verification at airports, compared to a global average of 46%. Also, 94% of North American travelers expressed interest in signing up for a trusted traveler program to help them clear borders more quickly, compared to a global average of 89%.
Digital Solutions For Air Travel Are Welcome By All
Despite the regional variations and preferences, IATA sees passengers demanding more digital solutions to ensure efficient air travel. These preferences are stronger among younger travelers under 25.
- 51% of people under 25 would pay for tickets with digital wallets.
- 90% would use their smartphone with a digital wallet that includes passports and loyalty cards to book, pay for tickets, and navigate the airport.
- 48% prefer biometrics over traditional passports and boarding passes.
“The clear message from travelers is that they expect to board their planes faster with technology and smarter processes beginning well before they reach the airport,” Careen said of the survey results. Careen pointed out that improvements are underway, ensuring “travelers can arrive at the airport ready to fly.”
- 70% of global passengers surveyed want to get to their boarding gate in no more than 30 minutes when traveling with a carry-on bag.
- 74% want the process to take no longer than 45 minutes if they check their bags.
“Biometrics and digital identity can deliver a paperless experience once at the airport,” Careen said. “Importantly, the greater efficiency will help airport infrastructure to better cope with the growth in passenger numbers, helping to make the business case for adopting these new technologies and processes even more compelling.”
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