As hundreds descend on Florida this week for the PhoCusWright event, how many will have researched in-flight comfort before booking a flight?
It's an increasing number according to a study from Airbus which shows passengers are spending time researching flights via specialist websites as well as prepared to invest more for a bit of comfort.
According to the study, 54% say increases in seat comfort are critical and 41% say they would be happy to pay more in economy if it meant they were less crushed.
The research goes on to talk about lack of sleeping comfort on long-haul flights as well as the 'negative impact on post-flight well-being' especially for business travellers.
Airbus head of passenger comfort Kevin Keniston says airlines are responding by putting a price premium on aisle and emergency exit seats.
The study doesn't specifically say which sites are being used to research what airlines offer more comfort but Route Happy, the newbie helping users find the best experience for their money, springs to mind.
There's also the Morph initiative from design company SeymourPowell which offers adjustable seats, starting at 18 inches, enabling passengers to pay per the space they occupy.
Airbus is clearly pushing the comfy seat appeal of its aircraft with this latest research coming on top of a study last month showing a 53% improvement in sleep quality from the 18-inch standard seat width.