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GuestLogix and Canada’s leading independent advertising agency, Cossette, have recently embarked on a global omnibus survey of airline passengers to uncover travel patterns, buying motivations, propensity to spend money onboard, and possible items of interest to purchase. The research data is being used to assist the GuestLogix merchandising team and its airline customers in developing, branding and positioning new onboard retail programs.
Personal domestic travel ranks highest in the US while personal international travel shows much higher in Europe and Asia. Traveler profile archetypes displayed across culturally distinct regions shared many common characteristics (taking advantage of deals, being organized, and having some free time while traveling). All markets scored high on having free time during travel which could be a great opportunity to engage travelers in potential activities to fill their days.
Not surprisingly, Europeans were more inclined to try in-flight service offerings as they are most pre-conditioned towards onboard buying, thanks to a proliferation of low cost a la carte carriers there. Interestingly, non-cash only forms of payment are not seen as significant impediment to try new services. Preferences for items that could be purchased onboard include: tickets to events, entertainment, transportation, gifts and souvenirs. The top perceived benefits for using onboard retail are convenience, making good use of time and making travel easier.
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