What Influences Airline Preferences, Loyalty, and Booking Behavior Among Travelers?
Air travel intelligence company, OAG, recently conducted a survey of 2,000 North American travelers to determine the factors that influence airline loyalty and booking choices. The results, featured in the report titled ‘Loyalty and Disruption: the New Age of Travel,’ revealed interesting insights into generational habits and decision trends.
According to the findings, different age groups prioritize different factors when it comes to airline preferences and booking behaviors. Here are some key takeaways from the research:
Most Preferred Airlines
The survey participants expressed their preferences for airlines as follows: American Airlines (28 percent), Delta Air Lines (24 percent), United Airlines (17 percent), and Southwest Airlines (13 percent). These preferences closely align with the airlines’ market shares in the United States.
Loyalty Across Generations
Millennials emerged as the generation most likely to change their airline loyalty, with 47 percent reporting a switch in the past year. In comparison, 37 percent of Gen Z consumers, 23 percent of Gen X, and 15 percent of Baby Boomers showed a similar shift in loyalty. Baby Boomers were found to be the most brand-loyal travelers.
Factors Affecting Booking Decisions and Loyalty
Cost was identified as the primary driver for airline choices among all travelers. Gen Z travelers (77 percent) were most likely to consider flights that fit their budgets, followed by Gen X (69 percent) and Millennials (59 percent). Baby Boomers (47 percent) were the least likely to deviate from their loyalty based on pricing.
On-Time Performance (OTP) was the top reason for maintaining loyalty to a specific airline, cited by 36 percent of respondents. Baby Boomers also emphasized OTP, ranking it alongside frequent-flyer program status and rewards. Gen Z showed the highest loyalty influenced by OTP, with 63 percent remaining loyal to their preferred airline, compared to 52 percent of Millennials.
Delays and cancellations had a significant impact on loyalty, with 37 percent of respondents switching airlines due to their own experiences of disruptions in the past year. Millennials (42 percent) were most likely to consider this a deal-breaker, followed by Gen Z (38 percent), Baby Boomers (32 percent), and Gen X (31 percent).
Booking Habits
On-Time Performance continued to shape consumers’ booking habits, with 82 percent stating that it affects their choice of flight and/or airline when pricing and schedules are relatively equal. Gen Z (91 percent) showed the highest likelihood of selecting an airline based on OTP, followed by Millennials (87 percent), Gen X (81 percent), and Baby Boomers (77 percent).
Pricing also played a significant role, especially for younger age groups, who were more inclined to be influenced by available flight deals. Gen Z participants (41 percent) expressed a willingness to change their booking approach for access to non-traditional flight options at a more attractive price. Similarly, 40 percent of Gen Z and 39 percent of Millennials reported a willingness to change their booking method to gain access to better hotel and experience packages.
Understanding these factors can help airlines tailor their offerings and improve customer satisfaction, loyalty, and booking behavior.