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2010 U.S. Consumers’ Choice of Commercial Airlines
Frost & Sullivan, May 2010, Pages: 132
The overall research objective is to measure air travelers’ commercial airline preferences. Supporting this overall research objective, the research also measures:
- Commercial airline awareness – unaided (top-of-mind awareness) versus aided
- The ticket purchase process. Specifically:
-- Source of information
-- Purchase channel
-- Important factors contributing to the purchase decision process
-- Customer loyalty
This Frost & Sullivan research service titled 2010 U.S. Consumers’ Choice of Commercial Airlines measures air travelers’ commercial airline preferences across the United States. Supporting this overall research objective, the research analyzes flyers’ awareness of commercial airline brands, ticket purchase patterns, customer service contact, ease of the check-in process, in-flight experience, and frequent flyer programs. Furthermore, Frost & Sullivan measured overall experience ratings with recently flown commercial airline and future airline ticket purchase intentions. In this research, Frost & Sullivan's expert analysts thoroughly examine the following commercial airlines: network carriers, non-network carriers, and regional carriers.
Market Overview
Network Carrier Airlines Trump Non-network and Regional Carriers in Brand Awareness
Network carriers in the United States have scored high on overall brand awareness and recent travel experience, notching up the biggest market share of travelers. An exception to this trend is Southwest Airlines Co., a non-network carrier. The majority of air travelers who have recently flown on Southwest Airlines Co., plans to do so in the future too. “Just because an airline traveler has recently flown with an airline does not mean top of mind awareness is guaranteed,” says the analyst of this research. “Only four airlines are recalled by nearly all who recently flew with them - Southwest, Delta, US Airways, and United.” However, non-network and regional carriers take the honors for their check-in processes, customer service contact, and in-flight experiences.
Air travelers commence their commercial airline ticket purchase process on travel Web sites or commercial airline Web sites. Yet, while travel Web sites are a reliable source of information, the majority of air travelers switches purchase channels and purchases directly from commercial airline Web sites. Only one-fifth of air travelers interacted with customer service during their latest flight. Among those that did, most of the issues were resolved with just one call. The primary reason for the interaction was to ‘reschedule a flight’. Generally, most air travelers use check-in processes that do not require in-person interactions. Interestingly, the ratings of all types of check-in processes are relatively high, which could be due to the lack of ‘live’ interactions. Non-network and regional carriers receive higher ratings for their check-in systems than network carriers.
Meanwhile, flyers voting on in-flight experience rated ‘luggage that arrives at its destination’ as the most important factor contributing to the in-flight experience. Non-network and regional carrier airlines are rated higher on this count, than network carrier airlines. The best-rated airline for flight experience is JetBlue Airways, which has also garnered the strongest future flight intentions. “Overall, while network carriers have higher levels of awareness and flights booked, non-network and regional carriers are perceived to be better for points of customer contact (check-in processes, customer service, and in-flight experiences),” notes the analyst.
Market Sectors
Expert Frost & Sullivan analysts thoroughly examine the following market sectors in this research:
By Commercial Airlines:
- Network carriers
- Non-network carriers
- Regional carriers
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