A new study conducted by London-based brand experience studio NewTerritory has revealed key behavioural patterns that will significantly influence passenger spending on airlines by 2025. The research highlights that passengers prioritise feeling valued, moments of pleasure, and novelty when choosing an airline, with traditional factors like trust and reliability taking a back seat.
The study, grounded in behavioural science, involved over 250 passengers who had travelled with five major international airlines in the past year. Through more than 400 hours of research, the NewTerritory team identified 16 distinct attributes affecting passengers’ airline choices. The study’s findings point to a shift in passenger expectations, with empathy and personalised experiences emerging as critical elements in driving repeat bookings.
Feeling valued was a major factor influencing passenger behaviour, with 73 per cent of respondents citing empathy as the most meaningful way for airlines to demonstrate value. Passengers reported that airlines recognising the physical and emotional challenges of air travel, such as jet lag and fatigue, was crucial in enhancing their overall experience.
Luke Miles, the founder of NewTerritory and former head of design at Virgin, commented: “Airline carriers must adapt their in-flight experience to keep pace with what customers are now demanding—a differentiated, human-centred journey that makes them feel like a valued customer.”
Passengers also expressed a desire for personalised touches, with 49 per cent saying that small, tailored gestures could influence their choice of airline. Examples such as a personal greeting from the pilot, customised notes from the cabin crew, or menus catering to dietary preferences were noted as important. These personalised moments create a deeper connection between passengers and airlines, enhancing loyalty.
Another significant finding was the desire for pleasure and novelty during flights, with 66 per cent of respondents stating that unexpected moments of delight made a difference in their experience. Whether through unique entertainment options or thoughtful surprises during the flight, passengers valued efforts that broke up the monotony of air travel. Additionally, 55 per cent of those surveyed said they preferred an airline that offered a distinct, memorable experience.
Perhaps the most surprising discovery from the study was the diminishing influence of traditional factors like trust and reliability on passenger spending. While these qualities were once considered vital in building passenger loyalty, they now appear to have less impact on repeat bookings. The study suggests that airlines must shift their focus towards creating more engaging, personalised experiences to remain competitive.
Miles warned that airlines that fail to adapt to these changing expectations risk losing out. “Carriers that want to win in the future need to put their passengers’ emotions and feelings at the heart of their business model. The ability to make passengers feel genuinely valued will make or break major airlines in the future.”
NewTerritory has been working closely with Delta Air Lines and recently completed a five-year cabin redesign project. The redesign features innovations such as a new lighting system tailored to different phases of the flight to help passengers adjust better to time zones. Delta’s new cabin will be rolled out initially this month, with a wider rollout planned for early 2025.
As the air travel industry moves towards 2025, this research suggests that airlines must rethink their approach, embracing a more hospitality-focused model that prioritises human emotions and personalised service. To find out more about NewTerritory’s work visit www.newterritory.io.
