Airline technology specialist SITA has identified four personas which make up the US air travelling public as part of its Passenger IT trends survey.
While the majority, 58%, brand themselves "careful planners" - those who like the security of printed documents yet are still happy to use technology throughout the journey, a further three groups also emerge:
- Independent and hyper-connected, 18% - likes to be in control and values efficiency
- Pampered, 13% - those who can afford a little luxury and use loyalty schemes and lounges
- Open minded adventures, 12% - seeking experiences and happy to try new things
The thinking behind the research is trying to get at traveller state of mind and specific pain points,
an approach SITA initially touched on in May when it released the headline findings of its 2015 Passenger IT trends study.
These latest findings, related to US passengers, reveal positive emotion around using self-service options with 90% rating online check-in as a positive experience compared to 82% using an airport check-in desk.
Those using mobile devices or kiosks for check-in also gave a thumbs up to the experience, 89% and 83% respectively.
SITA believes the findings show the opportunity for more self-service elements at various parts of the journey.
Further findings reveals a 40% increase in those intending to use mobile check-in for their next flight versus those who have used it for their last trip.
Booking flights via mobile is also likely to increase from 29% of passengers today to 38% in a year.
Results from SITA's Passenger IT survey a year ago highlighted the increasing desire from travellers to be able to use their devices on the ground and in the air.
It also revealed the willingness of travellers to share personal data in return for more personalised services although not for commercial offers.
This latest research was based on 1,411 passengers traveling through 46 international airports across the US, which in total represent 75% of US passenger traffic. The full survey is available here.
Further reading:
Why have so few airlines achieved super self-serve status?
Issues at the heart of the on-board wifi debate
Forget bums on seats, personal bundles will be key
Capturing consumer clusters and how they might shape travel