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In July, CivicScience data showed that 43% of U. S. adults planned to cut back on spending. 1 This was up from 40% last July. Given the budget, what are Americans doing to cut costs, especially air costs?CivicScience Insights Top Points 3 macro trends shaping the industry.
When it comes to buying a plane ticket, price is of utmost importance. When asked what is more important when booking a flight, the airline or the price, only 12% of respondents who buy flights answered “the airline,” compared to 37% answering “the value,” for a small majority (51%). The airline and the value of the flight were the same.
It is no surprise, then, that the majority of consumers purchasing a flight begin their search for a flight by doing a general Internet search (22%), using a travel booking site such as Expedia or Booking. com (26%). , or compare costs on a flight aggregation site like Google Flights or Skyscanner (9%). Less than a third of them go directly to an airline’s website, and whether or not, a small percentage (3%) still call the airline to make reservations.
People who start with an internet search or booking site care the most about value, with almost a portion saying that value alone is the deciding factor when buying a flight.
Join the conversation: When planning a vacation, do you use discounts to book airline tickets, hotel rooms, or car rentals?
Consumers have a wide and increasing diversity of functions when it comes to searching for the most productive rate. Electronic travel bookings are one of them, where users book directly through and can come with add-ons such as hotels and rental cars.
In a survey of six leading online booking companies (and some less popular ones), Expedia emerged as the most sensible site among other people who have flown in the last six months. Priceline and Travelocity are also some of the most sensible options. Lesser-known site Skiplagged, which provides answers to help consumers get the cheapest flight (to the dismay of some major airlines), has just 6% of recent users. However, this figure increases to 17% among members of Generation Z.
Travel booking sites have been around for years: William Shatner did classified ads for Priceline in 1998. The same goes for flight aggregation sites, like Kayak, which locate the cheapest flights and redirect users to websites of the airlines. Today, Google Flights is the leader in this category among recent travelers, while Skyscanner is the least used.
Take our survey: What is the likelihood, if any, that you will use a third-party online travel site to book a flight electronically in the future?
Low-cost airlines are making their mark on the industry. If we look at some of the major players in the reduction category, Southwest is the leader, unsurprisingly: 71% of travelers have used the airline at some point, and 54% are more likely to use the airline. The newcomer Breeze Airways, while the least used, turns out to have performed well among consumers who have tried.
The existing festival for buyers is cutthroat (and confusing) and airlines, booking sites and others in the industry are struggling to get ahead. Although knowledge shows that consumer behavior is incredibly varied when it comes to purchasing flights, it is clear that they are ahead with price, and many rely on web searches and third-party providers, as well as cheap airlines, to get where they need to go. Expect those trends to be present in the upcoming 2024 holiday season.
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