The International Air Transport Association (IATA) has unveiled the results of its 2023 Global Passenger Survey (GPS), highlighting a rising inclination of travelers towards quick, convenient, and technologically advanced solutions. With a notable embrace of biometric processes and an interest in completing pre-flight procedures off the airport, it’s clear travelers are looking for a smoother travel experience.
IATA’s Senior Vice President for Operations, Safety, and Security, Nick Careen, stated, “Travelers have made it clear: they want to spend less time booking and move through the airport faster. They are increasingly willing to use biometric data to complete more pre-departure tasks off airport to achieve this.”
Overall, passenger satisfaction with airlines reached record highs of 82%. In the processes in which airlines have advanced with digitalization and automation (such as reservations or check-in), the indices improved the most. On the other hand, airport processes such as baggage handling, security control, transfers and immigration continue to generate more dissatisfaction.
Planning and Booking
Travelers seek convenience both in planning their journeys and in choosing their departure point. Proximity to the airport was the primary deciding factor for 71% of the respondents, outshining even ticket price, which came in at 31%. Furthermore, 52% prefer to book directly with airlines, underscoring the need for transparency and ease in the booking process. IATA’s Senior Vice President for Financial Settlement and Distribution Services, Muhammad Albakri, emphasized that travelers expect an online experience akin to major online retailers and hopes the Modern Airline Retailing program will meet these expectations.
Payment Methods and Concerns
For 62% of travelers, convenience is the main reason for picking a particular payment method. Globally, credit/debit cards top the preferences at 73%, but there are significant regional variances. For instance, in the Asia-Pacific region, digital wallets are more favored, accounting for a 41% preference. IATA has introduced IATA Pay, allowing travelers to pay for air tickets online by directly debiting from their bank accounts. Albakri stresses the importance of viewing payment as a comprehensive commercial offer, catering to local preferences to avoid sales losses.
Visa and Travel Facilitation
Complex visa requirements are a deterrent for many. 36% of travelers are discouraged from visiting certain destinations due to these requirements. A significant majority (66%) prefer to obtain a visa online. Additionally, 87% are willing to share immigration details to speed up airport procedures. Careen emphasizes the need to streamline visa processes to promote tourism and to leverage travelers’ readiness to use online processes.
Airport Procedures and Biometrics
Speed is of the essence at airports. 74% of travelers anticipate going from curb to boarding gate in less than 30 minutes if carrying only hand luggage. Confidence in biometric processes is on the rise, with 46% of passengers having used it in the past year. Additionally, there’s a rising interest in trusted traveler programs allowing faster security screening. Careen points out that travelers want technology to reduce their processing time and are open to adopting biometrics to achieve this outcome.
The One ID initiative by IATA, along with their new ‘Digitalization of Admissibility’ standards, seeks to transform the traveler experience by leveraging biometrics and allowing travelers to obtain all pre-travel authorizations digitally. However, Careen underscores the need for collaboration with governments to ensure border controls are both secure and convenient.
With these advancements and findings, the future of air travel seems to be tilting towards a more digital, personalized, and efficient experience for all travelers.
