The International Air Transport Association (IATA) recently published its 2024 Global Passenger Survey results, shedding light on evolving traveler preferences. The findings emphasize that travelers continue to prioritize convenience and speed, with a growing willingness to adopt digital and biometric solutions to streamline their journeys.
Key Findings on Traveler Priorities
In 2024, travelers are increasingly interested in biometric identification and completing travel processes before reaching the airport. Nick Careen, IATA’s Senior VP of Operations, Safety, and Security, stated, “Passengers want flexibility and transparency when planning and booking travel, plus speed and convenience at the airport. More are embracing biometrics, digital wallets, and off-airport processes to make it happen.”
Planning, Booking, and Payment Trends
The survey results reveal several notable insights into how passengers choose, book, and pay for travel:
• Airport Proximity and Ticket Prices: 68% of passengers prioritize proximity to the airport when selecting a departure point, followed by minimizing travel time (33%) and ticket pricing (25%).
• Booking Preferences: 71% prefer online or mobile bookings, with 53% opting for airline websites/apps, and only 16% favoring human interaction.
• Payment Methods: Convenience drives payment preferences, with 79% of travelers favoring credit or debit cards (up 8 percentage points from 2023), while 20% prefer digital wallets and 7% choose instant payment methods like IATA Pay.
IATA’s Modern Airline Retailing initiative aims to enhance customer experience by integrating digital options like New Distribution Capability and Offers and Orders, providing travelers with the seamless experience they expect in other forms of online shopping. Muhammad Albakri, IATA’s Senior VP of Financial Settlement and Distribution Services, emphasized, “The industry is stepping up to meet the demand for greater customer centricity.”
Airport Experience and Biometrics
Survey responses indicated that passengers are focused on reducing the time spent in airport processes:
• Fast Boarding Expectations: 70% of passengers aim to reach their boarding gate within 30 minutes if they have only a carry-on, while 74% expect it to take no longer than 45 minutes if they’re checking in luggage.
• Biometric Adoption: Nearly half (46%) of travelers have used biometric ID at the airport, with 84% satisfaction reported. Travelers particularly favor using biometrics at immigration points, and 75% prefer it over traditional passports and boarding passes.
• Advance Check-In Preferences: 45% of passengers would prefer completing immigration before arriving at the airport, and 36% feel similarly about check-in procedures. Additionally, 70% of travelers indicated they’d be more likely to check in bags if it could be done in advance.
Generational and Regional Preferences for Digital Solutions
Preferences for digital tools vary by age and region:
• Younger Travelers: Under-25 travelers are particularly enthusiastic about technology, with 51% preferring digital wallets (compared to the 20% global average). A striking 90% of this demographic expressed interest in using smartphones for booking, payments, and navigation, compared to the global average of 77%.
• Data Security Concerns: While 50% of travelers expressed concern over data protection, under-25s are more open to biometric solutions if assured of data security.
Regional Trends
• Africa: Travelers prioritize convenience but often face limited options. Complex visa requirements pose a significant deterrent for African travelers.
• Asia-Pacific: Passengers are highly price-sensitive and lead in using mobile apps for bookings. They also embrace biometric technology, though satisfaction with this technology is lower compared to other regions.
• Europe: European travelers tend to book directly through airline websites and prefer card payments. They’re more cautious about sharing personal information and using biometrics than other regions.
• Middle East: Middle Eastern passengers are more likely to select airports based on facilities and services. They also show high adoption of digital wallets and biometrics, with high satisfaction rates for biometric solutions.
• North America: North Americans prefer card payments and frequently use loyalty points. Many are willing to provide data in advance for faster security checks.
• Latin America and Caribbean: Travelers here value payment flexibility, often opting to pay in installments. They are less frequent users of biometrics but show high satisfaction when they do use it.
Conclusion
The 2024 Global Passenger Survey results highlight a shift towards a more digitized, streamlined travel experience. From biometric check-ins to digital wallets, travelers worldwide are eager for innovations that enhance convenience and speed. While younger travelers and certain regions are more open to digital solutions, the trend toward convenience and technological integration is undeniable across demographics. As IATA and the travel industry continue to innovate, the passenger experience is set to become more seamless, efficient, and tailored to the digital expectations of today’s travelers.
