Switchfly, the technology company powering travel search/booking, loyalty program engagement and ancillary merchandising solutions for the world’s airlines, hotels, online travel agencies and financial services, announced the results of Forrester’s Q2 Online Benchmark Recontact Omnibus Survey, which examined the behaviors of American travelers and their thoughts on hotel and airline ancillary services. The national survey went to 9,996 U.S. online adults in June. In-room WiFi is at the top of the list for what travelers will pay for to make their trips more comfortable; almost one in five U.S. adults have made this purchase in the last 12 months. WiFi is followed by ground transportation, 14 percent; airport shuttle, 13 percent; extra bags, 12 percent; upgraded seating, 10 percent; priority boarding, in-flight WiFi and in-flight media, 9 percent; and in-room services, 8 percent. When asked which ancillary service they’ve heard of but have no intention of purchasing, half, 54 percent, selected in-room services. What else don’t travelers want? According to the survey: priority boarding, 53 percent; extra bags, 51 percent; upgraded seating, in-flight WiFi and media, 50 percent; ground transportation, 44 percent; airport shuttle, 43 percent; and in-room WiFi, 40 percent. “We’ve found that travelers want their ancillary services on their own terms, and they want to be able to pick and choose the services they do and don’t want, like in-room WiFi or ground transportation,” said Daniel Farrar, CEO, Switchfly. “This survey helps us recognize what Americans are really looking for. At Switchfly, we work with our clients to make ancillary purchases as quick and convenient as possible for their customers, giving them what they want, when they want it.” The survey also asked the importance of being able to use loyalty points to purchases ancillary services: Almost half agreed it is important to them. Additionally, 36 percent said being able to purchase ancillaries from any device was important to them.