Amadeus survey shows U.S. travelers value choice over price when it comes to booking flights
U.S. survey of leisure travelers reveals that Americans really want is value for their money
MIAMI, March 21, 2006 -- It’s been a long-standing belief that leisure travelers book flights solely on the basis of price, but a survey of more than 1,000 leisure travelers in the United States revealed that what Americans really want is value for their money. Given the choice, American travelers would be willing to pay extra for amenities that would make their flight more comfortable or convenient. This may equate to choosing a 10 a.m. departure over a 6 a.m. flight or actually having overhead storage above their assigned seat rather than 20 rows back.
According to the exclusive survey from Amadeus, a leading travel technology provider, and research firm Leflein Associates, when it comes to booking travel online at an airline’s Website, nine out of 10 travelers find value in the ability to find flight and fare information quickly. 87 percent of respondents also expect to see a wide selection of dates, schedules and fares. Ultimately, travelers want value, and that equates to options and flexibility, not necessarily the cheapest ticket. When it comes to finding flights and fares, consumers want choice, control and convenience.
“Amadeus found that that travelers are not just looking for a low fare -- they want choices, and are even willing to pay for amenities and options that will enhance their flying experience," said Chris Barnes, vice president of e-commerce sales for Amadeus North America. "Consumers are not always looking for the lowest price; they are looking for the best price that fits in line with their travel needs."
Respondents also said that given the choice, they would be willing to pay for optional amenities when booking a ticket online:
52 percent would be willing to pay more for the ability to use points to upgrade ticket class, on discounted fares that normally do not allow upgrades
49 percent would be willing to pay more for the ability to get more frequent flyer miles than ticket class allows
40 percent would be willing to pay more for the use of an airline’s exclusive club
40 percent would be willing to pay more for the choice of in-flight entertainment (movies, sitcoms, video games, etc.)
31 percent would be willing to pay more for guaranteed overhead storage above their seat
30 percent would be willing to pay more for meal/snacks ordered from a menu
25 percent would be willing to pay more for priority baggage handling
Good News for Airlines
The survey found that two-thirds of leisure travelers, and nearly half of business travelers, book personal travel through an airline's branded Web site, rather than other online travel sites. Of the survey respondents who use travel Web sites, 83 percent said they would switch to an airline Web site if it offered flexible fares and add-on options, which is encouraging news for the airline industry.
"Improved consumer choice and improved airline profits represent a win/win situation," said Barnes. "Airlines that provide consumers flexibility -- choice, control and convenience can more effectively compete for consumers' business. Choice instantly increases consumer confidence, because when you know what you're getting, you are more likely to be loyal."
Survey Methodology
This survey was conducted November 3-10, 2005 among a nationally representative sample of 1,001 adult travelers 18+ (those who have traveled by air for personal reasons at least once in the past 12 months and booked their ticket online), comprising 485 men and 516 women. Note that not all US households have an Internet connection. The survey was developed for Amadeus North America by Leflein Associates, Inc. The margin of error for the sample overall is +/-3.0%. The margin of error for subgroups is larger.
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About Amadeus e-Merchandise
Amadeus e-Merchandise is a full Software-as-a-Service hosted solution, which enables airlines to structure, manage, display, and efficiently promote their fares online, empowering travelers to make their most advised decisions on a comprehensive calendar display and up-sell panels. Amadeus e-Merchandise is aimed at enabling airlines' profitability strategies and enhancing their end-users' experience online. Integrating with any environments, Amadeus e-Merchandise consists of a number of products such as Amadeus Flex Pricer as a pricing engine, Amadeus FareXpert to manage fares, Amadeus Global Connect to ensure scalability, and Amadeus e-Design to build, maintain, and host complete e-commerce stores. The user interface offers advanced navigation techniques with a large choice of available options for online travelers to decide on times, dates, fares, and fare conditions.
About Amadeus
Amadeus is the chosen technology partner for providers, sellers, and buyers of travel. The company provides distribution, IT and point-of-sale solutions to help its customers adapt, grow and succeed in the fast changing travel industry. Customer groups include travel providers (airlines, hotels, car rental companies, railway companies, ferry lines, cruise lines, insurance companies and tour operators), travel sellers (travel agencies) and travel buyers (corporations and travelers). Solutions are grouped in four categories: Distribution & Content, Sales & e-Commerce, Business Management and Services & Consultancy.
The company - jointly owned by BC Partners, Cinven, Air France, Iberia and Lufthansa - has more than 6,500 employees worldwide, representing 95 nationalities. For the year ended December 31, 2004, the company reported revenues of €2,056.7m and net income of €208.0m. More information about Amadeus is available at: www.amadeus.com.
