New research published on Thursday by SITA,
shows that UK airline passengers are amongst the highest users of
technology to manage their travel experience.
When it comes to booking their flight, 94% of UK
passengers use self-service options, and 70% checked-in for their
flight on a mobile, PC or kiosk, compared to 57% of passengers
One of the reasons for the higher use of
self-service technologies among UK passengers compared to the
global averages may well be because a greater proportion of UK
respondents had flown with low cost carriers. Whether these
passengers were personally motivated to use technology or were
strongly encouraged by the carriers’ rules, the results of SITA’s
survey show that they were happy to do so. This is particularly
true at the booking and check-in stages, where around 90% of
passengers rated their experience as positive.
SITA’s research also shows that even though UK passengers are happy to use
technology, the majority (62%) consider themselves ‘careful
planners’ who like to carry printed documents and welcome
interaction with airline agents to confirm everything is on track
and going to plan.
“We have taken a close look at the types of passengers in
the UK and examined their emotions to get a clear view of
passenger behaviors throughout the journey. Across the board, UK
passengers have embraced technology in their journey and are very
happy using it,” said Dave Bakker, SITA President, Europe. “Our research has revealed that UK
passengers are careful planners and many of them are also willing
to pay extra for services that will enhance their travel
experience. Airlines and airports in the UK have the opportunity
to increase satisfaction levels by using technology to deliver the
peace of mind and extra services that these passengers want.”
High on the list of services that UK passengers would like is
to be provided information on their mobiles about their journey.
For example, 61% of passengers “definitely” want flight status
updates and alerts, while 52% also definitely want information on
baggage collection, such as which carousel to go to and how long
it will take for their bag to arrive.
The PC is still the
most popular tech tool among UK passengers with 76% of them using
a browser on PCs to book their flights compared to the global
average of 62%.
And when it comes to check-in the web is number
one for UK passengers - 49% use it, a figure considerably higher
than the global average of 28%.
However, mobile check-in, which
has been available for a much shorter timeframe, is growing fast
and is now the second most popular check-in option with 11% of UK
passengers using it, just edging airport kiosks into third place
SITA’s survey was based on 309 passengers traveling through nine international
airports across the UK, which in total represent 83% of UK
passenger traffic. It also included interviews and observations of
passengers at UK airports to assess their how they use technology
and their emotions when doing so. The analysis showed four
different personas or types of travelers:
- Careful Planner;
- Independent and hyper-connected;
- Pampered; and
UK passengers are predominantly ‘careful
planners’ with 62% of identifying themselves this way. Some 16%
thought of themselves as an ‘Open-minded Adventurer’ - excited by
the prospect of their journey and 15% identified themselves as
‘Pampered’ travelers who are willing to pay extra for the services
that will enhance their journey.
Overall UK passengers are happy;
79% exhibited positive emotions throughout the journey with high
peaks when they used mobile devices for booking flights (93%) and
See other recent news regarding: