Report Summary
In the coming decade, airlines will have the opportunity to transform themselves from commoditised providers of transportation to full-trip coordinators that interact in an integral, more profitable way with travellers during every step of their journeys. To do so, airlines will have to improve the customer experience, revive brand loyalty and undo the effects of years of cost-cutting.
To gain greater insight into the innovations that could usher in this new era for travellers, The EIU surveyed more than 100 airline executives and 800 passengers, in addition to conducting in-depth interviews with 16 industry leaders and observers. This research series, sponsored by Sabre Airline Solutions, confirms that customers want a more personalised and satisfying experience and that airline executives want more sustainable profit margins. Fortunately, these goals can be attained together.
The winners will be those [airlines] that are able to provide more customer-centric and personalised service.
-Nawal Taneja, Professor emeritus at Ohio State University’s Center for Aviation Studies
Research methodology
The EIU conducted parallel surveys of 100 airline executives and 810 air travel customers in August and September of 2013. Half of the executives hold C-level positions, with the rest being SVPs, VPs or directors. The regions of North America, Asia-Pacific and Europe are equally represented with 30% each, while Latin America, the Middle East and Africa make up the remaining 10% of responses.
About one-third of the companies represented in the survey report US$1bn or less in annual global revenue, while 29% boast revenue of US$5bn or more. Participants in the consumer survey were screened to include only individuals over 20 years of age who had travelled by air in the previous 12 months; the gender balance was near-equal (53% male and 47% female), with respondents spread across 18 different countries.
In an effort to better understand the issues facing airlines today, The EIU also conducted in-depth interviews with 16 industry leaders and observers. We’d like to take this opportunity to thank all those who shared their time and insights.
