New research conducted by the London-based brand experience studio, NewTerritory, has identified key behavioural trends that will shape how airline passengers spend in 2025 and beyond. The study reveals that feeling valued, moments of pleasure, and novelty are the primary factors influencing passenger decisions, while traditional factors like trust and reliability are less impactful.
Uncovering Key Spending Drivers
The extensive study involved over 250 participants who had travelled on major international airlines within the past year. Conducted over 400 hours, the research delved into 16 key attributes across four distinct categories. NewTerritory’s team used these insights to explore how airlines can build lasting relationships with customers through repeat purchases.
The research found that one of the most significant motivators behind passenger spending is the sense of feeling valued. About 73% of participants stated that empathy played a crucial role in enhancing their experience. Passengers appreciated when airlines addressed common travel concerns such as fatigue, jet lag, and emotional strain, showing an understanding of their wellbeing.
Personalisation: A Key Factor
Additionally, 49% of respondents indicated that personalised moments were essential in their decision-making process. Examples of such moments included greetings from the flight crew, handwritten notes from the pilot, or a meal tailored to individual dietary preferences. These personal touches create memorable experiences that influence passengers’ future airline choices.
Enhancing Pleasure and Novelty
Creating moments of unexpected delight during flights emerged as another critical factor for 66% of participants. This sense of novelty during an otherwise routine journey significantly influenced their airline preferences. Furthermore, 55% of respondents said that the overall uniqueness of the in-flight experience also impacted their decision-making.
Diminishing Influence of Trust and Reliability
Contrary to traditional industry beliefs, the study revealed that trust and reliability now play a lesser role in influencing passenger loyalty. Passengers are less likely to prioritise these factors when choosing to fly with major airlines, as the focus shifts towards more human-centric experiences.
A New Era for Airline Design and Experience
Luke Miles, founder of NewTerritory and former head of design for Virgin, urged airlines to embrace a new approach to customer experience in order to remain competitive. He stressed the importance of creating human-centred journeys that make passengers feel genuinely valued.
Airlines should now view travel as more than just a means of transportation, it’s an opportunity to provide a hospitality driven experience. The ability to make passengers feel truly cared for will define the success of airlines moving forward,” Miles explained. Much like the hospitality industry, where we expect comfort and personalised service, passengers now expect the same care in the air.
Innovative Design for Delta Airlines
NewTerritory, a long-standing design partner for Delta Air Lines, has recently completed a five-year cabin redesign for the airline. This project will be rolled out later this year and throughout 2025. The redesign features innovative lighting systems tailored to each phase of the flight, helping passengers adjust to new time zones. It also introduces soft, breathable fabrics to regulate temperature and increase in-flight comfort.
