Premium air travel is on the rise according to a new study from GBTA. The study, “Consumer Choice in Premium Air Travel”, finds that Asia will lead the way as 42% of premium travelers in that region plan to fly premium more over the next twelve months, with another 40% planning to fly the same amount as last year.  In Europe, 83% of respondents plan to fly premium the same or more over the next twelve months (with 27% planning to fly more) and in the U.S., 81% plan to fly premium the same or more (with 21% planning to fly more).

The study also analyzed consumer preferences and motivations for premium air travel in order to create a robust profile of premium travelers.  These profiles were formulated by looking at responses from more than 1,650 travelers from the U.S., European and Asia-Pacific regions that have flown international long-haul travel in premium class over the last 12 months. Long-haul refers to a one-way flight of at least six hours in duration. The study was conducted with support from Boeing Commercial Airplanes.

Among the findings:

• 84% of premium travelers rank an airline’s reputation and safety record as the most important motivating factor for choosing an airline.

• Two-thirds (67%) rank the availability of lie flat seats as being an important factor.

• Only half (51%) say that the availability of a pre-flight lounge is a determining factor.

• Less than half (47%) are motivated by the quality or selection of in-flight entertainment.

The technological amenities travelers are looking for include: Wi-Fi (51%), AC power (48%) and audio/visual capacity (45%). Somewhat surprisingly, the ability to use cell phones including voice (32%) and excluding voice (26%) do not rank very highly as determining factors.

The study also found a number of notable differences among premium travelers around the world in terms of the main factors that drive their airline choice:

• Asian travelers: Superior food and beverage options and high-tech amenities.

• U.S. travelers: Availability of a premium class of service.

• European travelers: Availability of a pre-flight lounge as well as new/modernized aircraft.

Notably, the study finds that premium travelers based in Asia tend to be younger than their European contemporaries, which will likely lead to continued growth in the premium long-haul sector.  In addition, their employers’ travel management policies are more lenient. Finally, they are more technologically savvy, being more likely to use social media in planning and booking travel (48%), compared to about 10% of U.S. travelers, as well as to choose airlines based in part on high tech amenities.

Source: GBTA