IATA’s Global Passenger Survey (GPS) is a vital resource to understand passenger satisfaction, behaviors, and expectations worldwide. Created in collaboration with IPSOS, the 2024 GPS included 10,000 responses collected from 200 countries. It provides a comprehensive look at how cultural, economic, and infrastructural factors shape passenger priorities.
This year’s findings also shed light on traveler needs and preferences from both regional and global levels, offering invaluable insights that airlines and industry stakeholders can use to tailor services and improve the travel experience across different markets.
The diversity of passenger priorities across regions highlights the need for targeted strategies. Here’s a closer look at the key findings by region:
In Africa, limited airport options make improving access to existing airports a top priority for passengers. And, while travel agents remain a preferred booking channel, there is a growing shift toward digital solutions to streamline the travel process. Complex visa requirements continue to present challenges, underscoring the potential for technology to simplify and enhance the travel experience.
Asia-Pacific leads in digital adoption, with travelers heavily relying on mobile apps and digital wallets for booking and payment. However, despite being early adopters of biometric technology, satisfaction with these tools remains low, suggesting a need for user experience improvements. Price sensitivity is also a defining characteristic, influencing both airport and service preferences.
European passengers prefer traditional booking methods, often using airline websites and card payments. Their cautious approach to digital innovations and data sharing is reflected in their lower adoption of biometric technologies. This hesitancy underscores the importance of building trust and showcasing the tangible benefits of digital enhancements.
Passengers in the Middle East prioritize airport facilities and show a strong affinity for digital wallets and biometric technology. Satisfaction levels with these innovations are among the highest globally, pointing to a successful integration and positive user experience. This region’s openness to digital innovation provides a model for other markets to follow.
Among North American travelers, the survey showed an openness to data sharing, reflecting a strong focus on convenience and efficiency. These travelers are also frequent users of loyalty programs and prefer paying with debit or credit cards. They are highly receptive to biometric identification, with many showing interest in pre-submitting data for faster security checks.
In Latin America and the Caribbean, passengers value payment flexibility, often preferring installment plans. While biometric usage is less frequent, there is a strong willingness to adopt the technology, with high satisfaction among users. Visa acquisition remains a significant process, often involving consulates or embassies, underscoring the need for streamlined travel solutions.
Understanding regional differences is essential for airlines, aviation organizations, and industry consultants looking to stay ahead in a competitive market. By leveraging these insights, stakeholders can:
The 2024 GPS highlights the power of regional data in navigating the complexities of global passenger expectations.
For a deeper dive into these insights and to stay ahead in the evolving landscape of air travel:
