According to study, travelers seek comfort above all
Approximately 1 in 3 travelers spend more to make their travel comfortable, with access to lounges being the most popular item
When we think of a good travel experience, comfort is the main item, at least that's what Collinson's 'Love the Journey' research shows. Comfort is seen as a priority for 74% of travelers, appearing well ahead of other topics such as cost-benefit (60%) and efficiency (49%). The survey, which will be shared in full later this year, shows the result of conversations with more than 25,000 participants¹ globally².
The world population is traveling more and more, the International Air Transport Association estimates that by 2037, 8.2 billion people will travel each year. More passengers means more crowds, stricter security procedures, longer lines and more confusion. These factors may be the reason why passengers are increasingly prioritizing comfort over more practical issues - such as costs and efficiency.
The search for comfort is so great that travelers are increasingly willing to pay more for benefits that guarantee their comfort. Among the main facilities sought, we highlight the purchase of access to airport lounges (32%), and seats with more space on airplanes (31%).
Christopher Evans, Joint CEO at Collinson says, "People have long focused their attention on the destination, but we want them to be equally excited when thinking about the journey. Traveling can be much more than just moving from point A to B, and it’s the industry’s role to help travelers see that. ”
"The competition to optimize and monetize the traveller’s journey is already heating up. The challenge and opportunity for travel benefit providers and airports is to understand where their services fit into each of the thousands of unique journeys we see daily and how they can positively impact travelers - both at the moment and more broadly in the totality of their experiences ".
"We also know that people are willing to pay, and are often impatient, for improved experiences. This is a trend that we are seeing in society as a whole, with the increase in the recurring economy, where people are choosing to pay individually. for something they used to expect to receive through a loyalty program ".
"There have never been so many options available for travelers to relax and enjoy the experiences along the journey. From lounges and shops at airports, to spas and food delivery at the gates. However, our research clearly shows that above all people looking for a comfortable journey. For this delivery to be viable, the industry needs to understand how to work effectively in a complex supplier market, keeping the focus on the customer and their experience. This means working together that love of the journey is the center of actions".
Collinson will soon announce the winners of its annual "Priority Pass Lounge of the Year" award, which recognizes the airport lounges that guarantee the most exceptional Travel experience. The winner is based on Priority Pass member ratings, providing more information on how these lounges are looking to build experiences that bring more and more comfort to travelers ’journey.
¹ Interviewees have 17,285 leisure travelers and 9,246 business travelers
² Countries participating in the survey include: United Kingdom, United States, China, Brazil, Japan, South Korea, Australia, Saudi Arabia, United Arab Emirates, Russia, Singapore and India.
The field research was conducted independently by Censuswide, Collinson's research partner. More than 25,000 participants from 12 different countries in the Americas, EMEA (Europe, Middle East and Africa) and Asia Pacific were interviewed. The markets participating in the survey include the United Kingdom, the United States, China, Brazil, Japan, South Korea, Australia, Saudi Arabia, the United Arab Emirates, Russia, Singapore and India.