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By Chinelo Obogo
Over half of passengers prefer booking tickets directly with airlines through mobile apps, according to the latest International Air Transport Association (IATA) Global Passenger Survey.
The survey which got responses from more than 10,000 passengers across 200 countries reveals that 54 percent of travelers want to deal directly with airlines and are increasingly bypassing third-party booking platforms and travel agents in favor of airline mobile applications. This shift, IATA said, reflects growing confidence in digital tools and a desire for more streamlined travel experiences.
“Digital adoption has reached unprecedented levels, with half of all passengers now using biometric identification at airports. Among those who have experienced biometric technology, satisfaction levels are remarkably high, with 85 percent reporting positive experiences with the seamless authentication process. The survey underscores passengers’ appetite for consolidated digital solutions. 78 percent of travelers expressed their desire for smartphones to serve as comprehensive travel companions, combining digital wallets, passports, and loyalty cards into a single application,” IATA explained.
The data shows that 73 percent of passengers traveling with carry-on luggage only expect to reach their departure gate in less than 30 minutes from airport entry and this expectation places pressure on airports and airlines to optimize check-in, security, and boarding processes.
The survey also highlights what IATA describes as ‘unprecedented enthusiasm’ for mobile-enabled travel. This shift toward direct airline engagement through mobile platforms shows a change in the travel booking landscape, the aviation body said, pointing out that airlines investing in seamless mobile applications and digital services are well-positioned to capitalise on this preference, while traditional travel agencies and online booking platforms may need to reassess their strategy.
