Airlines that provide a seamless online booking experience are more likely to see customers rebook with the brand – and buy additional airline services.
According to a new study from IBS Software and Censuswide, which surveyed 2,010 consumers in the United Kingdom and United States over the past 18 months, an improved online experience would convince nearly three-quarters of travelers, 72%, to rebook with the airline. This beats out cost for why they would return to a carrier.
Additionally, 71% of travelers say a positive online experience would even persuade them to purchase extra services from the airline, as well.
Travelers cite easy access to flexible bookings via an app as the most important component of a smooth online booking experience, followed by seamless access to travel documentation including insurance and boarding pass and the ability to easily unlock discounts on transfers, upgrades and food and beverages.
Lesser priorities include access to package holidays and travel on an app, digital guidance on COVID travel requirements, on-demand customer service with live chats and access to maps indicating nearby COVID testing locations.
By age, 46% of younger customers aged 16 to 24 want flexible bookings via an app compared to 38% of those over 55. With older travelers, 51% prioritize the ability to unlock discounts on transfers, upgrades and food and beverages compared to 39% of younger consumers.
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Interestingly, 72% of respondents believe airlines do in fact provide a seamless online journey compared to other industries, however 33% feel more could be done.
Thirty-three percent of travelers also say airlines do not target them with positive experiences such as personalized offers, but of those, 71% say they would travel with an airline if they did.
Travelers say their main grievances with airlines include getting ahold of customer service (52%), getting inundated with a large volume of online offers (41%) and worrying about cyber security and online payments (31%).
“A big takeaway from this data is the value that can come from knowing your customer. If 41% say getting inundated with irrelevant online offers and services is one of their biggest issues with online airline bookings, that is a mammoth signal to the industry to do better. Airlines must pay close attention to online customer journeys and use relevant data captured to ensure the initial booking process is as seamless and positive as the travel experience that awaits them,” says IBS Software senior vice president Philip Hinton.
“As we continue to work on recovery in the sector, paying special attention to this passenger journey with relevant personalization is what will set airlines apart from the competition, and unlock those all-important 72% of flyers to boost the bottom line with repeat bookings.”