The International Air Transport Association (IATA) has unveiled the findings of its 2023 Global Passenger Survey (GPS), shedding light on the evolving priorities of travellers. The resounding message from passengers around the globe is clear: speed and convenience take precedence, and they are increasingly willing to embrace biometric technology and off-airport processes to enhance their journey.
The 2023 Global Passenger Survey, based on over 8,000 responses from more than 200 countries, provides insights into passengers’ expectations and desires for air travel. It is a glimpse into the future of aviation, where speed and convenience are paramount, and technology is the driving force.
Planning and booking: Prioritizing proximity and streamlined experiences
For today’s passengers, convenience is king, from the moment they start planning their travel. Their preference is to take off from an airport close to home (where geographically possible), with an emphasis on having all booking options in one place and the ability to pay with their preferred method.
It’s important to note that proximity to the airport emerged as a top priority for passengers (71%) when choosing their departure point, even surpassing ticket prices (31%). A small majority prefer booking directly with the airline (51%).
Regardless of their booking channel, passengers seek complete transparency in fare offers, with easy access to optional products and services.
Muhammad Albakri, IATA’s Senior Vice President for Financial Settlement and Distribution Services, notes, “Today’s travellers expect the same online experience as they get from major online retailers. The Modern Airline Retailing program caters to these needs, presenting all options for quicker and more convenient booking.”
Payment: Convenience and diversity in method preferences
Convenience is the primary driver behind passengers’ choice of payment methods, with credit/debit cards being the most popular at 73%, followed by digital wallets and bank transfers at only 18% each.
However, regional variations in credit card usage are pretty significant. Credit / debit cards are most popular in Latin America (85%), Europe (81%) and North America (74%) with the lowest preference being in Africa (57%).
Digital wallet penetration most popular in the Asia Pacific region, where 41% of respondents cited this as the preferred option. The next highest market was Europe (15%) followed by Middle East (14%).
Among the regions, direct bank transfer was the most preferred payment method in Africa (36%), followed by the Middle East (21%).
IATA has introduced IATA Pay, a method allowing travellers to directly debit their bank accounts for online air ticket purchases. Payment issues, such as the inability to use preferred options or make installment payments, remain a concern, with 25% of potential product/service sales during the customer journey being affected by such issues.
Albakri stresses the importance of viewing payment as an integral part of the commercial offer, ensuring travellers can use their preferred methods with ease.
Travel facilitation: Simplifying visa processes and data sharing
Complex visa requirements can deter travellers, emphasising the need for a convenient, digital visa process. A growing number of travellers are willing to share their immigration information to expedite airport immigration procedures.
The GPS revealed that 36% of travelers have been discouraged from visiting certain destinations due to immigration requirements, with process complexity being the primary deterrent. 87% of travellers prefer obtaining visas online before their trip, with a significant willingness to share immigration data to streamline airport processes.
IATA’s Senior Vice President for Operations, Safety, and Security, Nick Careen, highlights the economic impact of removing visa requirements on destination economies and the importance of simplifying procedures. He notes, “Taking advantage of traveller willingness to use online processes and share information in advance is always a win-win solution.”
Airport Processes: Biometrics, off-airport services, and baggage control
Efficiency and speed are paramount for passengers at the airport. They seek streamlined processes, the convenience of biometric technology, and the ability to complete more procedures off-site.
Passengers are eager to move through the airport swiftly, with 74% expecting a 30-minute curb-to-boarding gate journey when traveling with just a carry-on bag. Off-airport processing is gaining traction, with immigration being the top choice, followed by check-in and baggage check-in. Additionally, passengers express a strong interest in trusted traveller programs to expedite security screening.
Biometric identification is on the rise, with 46% of passengers having used it in the past year, and 75% preferring it over traditional documents. While data protection remains a concern, confidence is growing, with 40% more open to biometric solutions than in 2022.
IATA’s One ID initiative focuses on streamlining airport processes through biometrics, curbing the need for queues during departure and arrival. The ‘Digitalization of Admissibility’ standards enable travellers to obtain pre-travel authorizations digitally as well.
