Price and convenience of schedule are the two factors that air passengers consider most important when selecting an airline, according to a new survey.
Loyalty marketing agency ICLP found that 62 per cent of travellers rate price as one of the two most important factors, and 54 per cent rate schedule. Seat comfort was cited by 27 per cent of respondents and 22 per cent cited company policy.
Other variables that play a part in passengers’ decisions include frequent flyer programmes (21 per cent) and brand loyalty (13 per cent).
Respondents also considered priority check-in to be the most important benefit of being in a loyalty programme, followed by the use of airport lounges and fast-tracking through airports.
With price such an important factor, Flybe has reminded passengers that flying is a viable alternative to rail travel around the UK, especially in light of the New Year train fare price hikes.
Chief commercial officer Mike Rutter commented: “In stark contrast to train operators, in January we are also running a sale on some of our flights to provide customers with even cheaper fares.”
The ICLP researchers questioned 1,300 members of VIP lounge programme Priority Pass for the study.
