Lack of information and conflicting information are among the greatest frustrations when it comes to flight delays and cancellations says new research from Amadeus.
The Passenger First study, carried out in conjunction with PhoCusWright, spotlights the gap between how airlines handle disruptions and how passengers perceive them and offers a more customer-focussed approach.
Among key findings are that airlines should consider investment in intelligent re-accommodation systems - one-click technology for passengers to turn to that provide alternative options.
Here, the report goes into some detail about IATA's Fast Travel initiative which aims to provide a self-service environment for flight rebooking and baggage recovery. Currently almost 12% of member airlines are signed up with a goal of 20% by the end of the year.
The initiative estimates savings of more than $4500m for the industry.
The report also recommends airlines should find out more about passengers and trip purpose so they can see which are more urgent and prioritise accordingly, as opposed to always focusing on high-value passengers.
The need to provide transparent communication is also highlighted with passengers citing lack of communication or conflicting communication as one of the greatest frustrations.
Fast, consistent communication, taking advantage of mobile technology, would also lessen the need to turn to social media with a third of global passengers saying they have posted comments on social media as a result of delays and disruptions.
Respondents from China say they are more likely to complain on social networks then contact an airline representative.
The report also shows that it is the regular, moderate delays that are proving most harmful to the industry compared to big events such as the Ash Cloud.
Almost three-quarters of Chinese passengers say they have experienced at least one moderate delay in the past 12 months compared to 44% of UK respondents. Across all markets, 50% of travellers have experienced a moderate delay in the past 12 months.
While the Passenger First study estimates US airlines lost $7.2bn as a direct result of disruption last year, its author, travel analyst Norm Rose, says the numbers don't take into account the loss in indirect revenue and the impact on the brand.
When it came to reactions when a disruption occurs - 18% of US passengers, 29% of travellers from Brazil and 35% of Chinese passengers say they would avoid booking the airline again.
Patricia Simillon, Amadeus head of airlines operations strategy, airline IT says:
"At times of disruption, perhaps the first question an airline might ask is not how it can shift travellers from a cancelled flight to another, but rather how the delay impacts that person and their unique reason for travelling."
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The study was conducted via interviews with academics, industry organisations and airlines as well as a survey of 2,800 travellers in Australia, Brazil, China, UK and US.