SITA releases new passenger behavior research

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SITA releases new passenger behavior research
Mon October 28, 2019

Technology adoption and satisfaction on the journey were topics covered in a study involving 20 countries


SITA, a technology specialist for the airport market, announces during the ALTA AIRLINE LEADERS FORUM, a survey conducted in the second quarter of 2018. The study aims to provide information on the latest trends in passenger attitude towards the sector's technological advances. In its 13th edition, technology adoption and related satisfaction were investigated throughout the passenger journey.

The survey had 7,500 participants in 20 major countries in the Americas, Asia, Europe, Africa, the Middle East and Asia, including South Africa, Germany, Australia, Brazil, Canada, China, United Arab Emirates, Spain. , USA, India, Japan, Mexico, Russia, and Turkey. These locations represent 70% of the total passenger traffic in the world and, in Brazil, about 80%. As a criterion, passengers should have traveled at least once in the previous three months and passed through a large or regional airport in the country surveyed.

The adoption of technology
Technology is the main business of air transport and has been conquering billions of travelers connected to the most varied devices (mobile, tablet, watch, laptop). If we look at current technology adoption rates along the journey, we see that they remain high.
According to previous years, the number remains high, especially for pre-trip stages such as booking and check-in. 85% of respondents in the world average and 83% in Brazil use technology for booking airline tickets. For check-in, there are 54% in the world average and 56% of users in the national territory.
Being connected is critical for travelers. The vast majority of passengers stay online during their time spent at the airport (65% worldwide and 63% in Brazil) and on board the aircraft (70% worldwide and 83% in Brazil).
Regarding identity control, technology use doubled in one year. The average rose from 21% to 43% in 2018, also in the Brazilian averages and in the other countries surveyed, which represents an accelerated growth. In the adoption of luggage labeling technology, the number was 48% in the world and 52% in Brazil.

Technology use and passenger satisfaction
One of the key findings from this issue's research is that technology users are reporting more satisfaction along the way than those who go through all the processes analogously. This is particularly important in three steps: time spent at the airport, taking advantage of its amenities; on board the aircraft and in the baggage claim in the wake of the destination.
At these stages, technology user satisfaction scores compared up to 8% more than passengers using in-person processes.
Survey data shows that the more travelers use the technology, the more satisfied they are with the journey. And in Brazil, the demand for automated services is higher than the global average. An example is availability for the use of biometrics. Worldwide, 58% of respondents would like to use the service. In Brazil, this percentage rises to 82%.
The baggage claim stage is very sensitive. This is when passengers tend to feel negative emotions (anxiety, stress), and information is critical upon arrival. When asked how satisfied they were, according to how passengers got information about baggage claim on their last flight, it was found that 54% use screen displays at the airport, 33% listened to public audio announcements and 27% received notifications. mobile devices on your personal devices. The satisfaction rate is also higher for people who used mobile devices - 8% elevation compared to others.

Consumption along the journey
With the vast majority of travelers (86%) consuming services at the airport or on board, it is important to note the distinction between those who subscribe to the free or already included in the airfare and those who pay for services. According to the survey, travelers are more likely to shop during airport stays (64%), suggesting there is great potential for increasing non-aeronautical revenue by investing in strategies that encourage travelers to spend their time. more time at the terminal before departure.
Similarly, passengers are a captive audience on board. As such, airlines may view advances in connectivity as opportunities to implement and grow higher-margin entertainment, merchandise and personalized service sales


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