- Extensive new research has identified the behavioural patterns that will drive passenger spending trends on major airlines in 2025 and beyond, with feeling valued, moments of pleasure, and novelty emerging as the key motivators influencing passengers’ choice of airline.
- Trust and reliability, traditionally seen as crucial, were found to have less impact on passenger decisions and spending behaviour.
- An expert has warned that airlines must adapt to a new era of air travel design and customer experience if they are to survive and succeed.
A comprehensive study conducted by London-based brand experience studio, NewTerritory, has revealed the primary behavioural patterns that will influence passenger spending on airlines in 2025 and beyond. The study found that feeling valued, moments of pleasure, and novelty are the most significant factors affecting passengers’ choice of airline.
Grounded in behavioural science, the research surveyed over 250 passengers who had travelled within the past year across five major international airlines. Over 400 hours of quantitative research were carried out by the NewTerritory team, analysing 16 defined attributes across four groups, in order to understand how airline brands can drive repeat purchasing behaviour among their customers.
One of the strongest links to passenger spending behaviour was found to be feeling valued, with 73 per cent of respondents stating that empathy is the most effective way for brands to achieve this. Specifically, passengers appreciated airlines that recognised and addressed the negative impacts of flying, such as fatigue, jet lag, and the emotional toll of travel on their wellbeing.
Additionally, 49 per cent of passengers indicated that personalised moments also played a key role in their decision-making. Examples such as a personal greeting from the pilot, a customised note from the crew, or a menu tailored to dietary preferences were cited as important factors influencing passengers’ choice of airline.
Creating enjoyable and memorable experiences for passengers was another key driver behind their airline choices. 66 per cent of respondents said that unexpected moments of delight during a flight made the journey more pleasurable, while 55 per cent stated that a unique and differentiated experience also influenced their decision-making.
However, one of the most surprising findings of the study was the reduced importance of traditional factors such as trust and reliability on passenger spending behaviour. Contrary to long-standing industry beliefs, these factors were much less likely to influence repeat purchases for the major airlines.
Luke Miles, the former head of design for Virgin and founder of NewTerritory, has called for airlines to embrace a new era of air travel design and customer experience, warning that this shift is critical for survival in 2025 and beyond.
“Airline carriers must adapt their in-flight experience to keep pace with what customers are now demanding – a differentiated, human-centred journey that makes them feel like a valued customer.
“Carriers that want to win in the future need to put their passengers’ emotions and feelings at the heart of their business model. The ability to make passengers feel genuinely valued, will make or break major airlines in the future.
“We need to think of air travel as a hospitality experience – much like we think of high-end hotels. Just as we dine and sleep in a hotel, passengers expect a similar level of care and comfort in the sky. To survive and thrive, airlines must re-prioritise a hospitality-first approach, where human emotions and feelings form the foundation of the experience.”
NewTerritory is the brand experience partner for Delta Air Lines and has recently completed a five-year project to redesign their cabins. The new design, which will be rolled out this month and across their fleet by early 2025, includes a new lighting system tailored to each phase of the flight, helping passengers adjust better to their time zone and feel more grounded. The redesign also features soft and breathable fabrics to regulate temperature and make passengers feel more at home.
