The future of travel: IATA passenger survey reveals key trends

As the world rebounds from the pandemic, a fresh perspective on travel is emerging, driven by a desire for convenience and technology. The International Air Transport Association (IATA) recently unveiled the results of its 2024 Global Passenger Survey, highlighting significant shifts in traveler preferences and behaviors.

In an era where time is of the essence, travellers are increasingly prioritising convenience over other factors. Sixty-eight per cent of respondents identified proximity to the airport as their top priority when selecting a departure point, followed closely by minimising total travel time (33 per cent) and securing the best ticket price (25 per cent).

This focus on convenience extends to the booking process as well, with 71 per cent of passengers opting to book their travel online or via mobile apps. Notably, a majority (53 per cent) prefer using the airline’s website or app, while only 16 per cent are inclined to seek human interaction for their bookings.

“Passengers want flexibility and transparency when planning and booking travel,” says Nick Careen, IATA’s SVP of Operations, Safety, and Security. “They are embracing biometrics, digital wallets, and off-airport processes to enhance their travel experience.”

Technology-driven travel experiences

The survey revealed a growing acceptance of technology among travelers, particularly in the realm of payment methods.

Seventy-nine per cent prefer to pay for their travel with credit or debit cards, and digital wallets are on the rise, now favored by 20 per cent of respondents.

The push for convenience is evident, with 70 per cent citing ease of use as the primary reason for their payment method choice.

This technological shift aligns with IATA’s Modern Airline Retailing initiative, which aims to create a more customer-centric approach in the airline industry. “Travellers expect the same conveniences when shopping for travel as they do in any online shopping experience,” states Muhammad Albakri, IATA’s SVP for Financial Settlement and Distribution Services.

Streamlined airport experience

When it comes to the airport experience, passengers are looking for efficiency. A significant 70 per cent want to reach their boarding gate within 30 minutes when traveling with just a carry-on, while 85 per cent are willing to share immigration data before departure to expedite processes.

Moreover, 89 per cent expressed interest in trusted traveler programs designed to streamline security screening.

Biometric identification is gaining traction, with 46 per cent of travellers reporting its use in airport processes, particularly at immigration checkpoints.

Satisfaction rates are high among users, with 84 per cent expressing contentment with their biometric experiences.

“The clear message from travellers is that they expect to board their planes faster with technology and smarter processes beginning well before they reach the airport,” Careen explains.

Demographic insights: The young and tech-savvy

Younger travellers, particularly those under 25, are at the forefront of embracing technology in travel.

This demographic shows a strong preference for digital wallets, with 51 per cent choosing them for payments, significantly higher than the global average of 20 per cent.

Their openness to biometric solutions also reflects a generational trend, with 48 per cent preferring biometrics over traditional identification methods.

Regional variations in preferences

The survey also highlights diverging preferences across the following regions:

– Africa: Passengers prioritise convenience but often face limited options and complex visa requirements. They show strong interest in adopting digital solutions.
– Asia-Pacific: Known for price sensitivity, travellers here lead in using mobile apps and digital wallets but report lower satisfaction with biometric experiences.
– Europe: European travellers prefer booking through airline websites and show caution toward digital solutions, particularly in sharing personal information.
– Middle East: Enthusiastic about digital technology, passengers here favor convenience and have high satisfaction with biometric processes.
– North America: This region leads in loyalty program usage and is highly satisfied with biometric identification.
– Latin America and Caribbean: While preferring payment flexibility, travellers show a willingness to adopt biometric technology.

As air travel continues to evolve, the insights from IATA‘s survey indicate a clear demand for innovation and convenience. Passengers are not just looking for a flight; they want a seamless, tech-enhanced experience from booking to boarding.

Airlines and airports that respond to these preferences are poised to create more satisfied travellers and improve their bottom lines.