Pros and Cons of Air Travel

Take 300 people, put them all in the cramped space, feed en masse or not feed at all, if you do not have the budget allows. Tell us what they have to sleep in a sitting position and leave the accident in the company of their own cough, laugh, snore, and other unpleasant sounds ... And remember that each one should remain satisfied with the time. It does not sound simple?

In practice, things are more complicated. The airline industry is undoubtedly one of the most complex, and the number of difficulties encountered by the airline, are countless. Some companies manage to cope with them, others do not, but somehow or other, to create a strong, attractive customer brand in the industry is difficult for any player on the market. But on the other hand, maybe people do not care about branding and service quality and they just want to be transported from point «A» to the point «B» in the undamaged?

To better understand this and other issues, global research firm Synovate interviewed over 13,000 respondents from 13 countries. We tried to find out what attracts them to travel by air, but that is only negative emotions, to find out their attitude to the growing prices for tickets and additional fees. And also to understand the role played by attractive flight attendants, passengers and talkative children are vociferous in forming impressions about the brand of an airline.

Air taxi or a luxurious reception at an altitude of 10,000 meters?

We decided to ask respondents bluntly, what they like most about traveling by plane? The results were quite clear: 56% of respondents said that their most attracted to the speed with which the aircraft can deliver them from the point «A» to the point «B».

Especially appreciate saved air travel time U.S. residents (84%). Sherry Lambert (Sheri Lambert), president of Synovate's research travel and leisure, explains the high percentage as follows: «Covershit airline flights in the U.S. for many people it became a thing as mundane as, for example, to ride the bus stop. Such is the rhythm of our lives. Therefore, it is clear that Americans value in air travel is economy of time and the ability to quickly get to their desired destination. Airlines are well aware that the flight should be as fast and deliver passengers to a minimum of trouble, otherwise they could not help think about: «But is it worth all the money spent?.

On the other hand, 42% of the inhabitants of Egypt as a major advantage of air comfort and quality service. «Traveling by plane to the Egyptians - this is a very prestigious and emphasizes the social status of man. Therefore, boarded, they expect a high level of service and maximum comfort flight ».


Despite the fact that during the study we found a number of different things, they all more or less came down to one thing: the cornerstone of any airline is the passenger seat. One need only look at the numbers:

     * 2 / 3 of all respondents disagreed with the statement that «I do not care where to sit in the plane». Particularly scrupulous in his arrangement of seats in the plane are residents of Thailand (89%).
     * 41% agreed that uncomfortable and ill-placed passenger seat can spoil them all the feeling of flight.
     * A 75% (87% of U.S. residents, 89% of Thais and 83% of British) respondents are dreaming of the possibility to change their place in the plane, if it is something they do not like.

Sherry Lambert believes that this innovation with a change of venue can be a nightmare for any airline: «In an ideal world, every one of us would choose for myself the right job, but we all understand that, given current levels of air travel is virtually impossible. It is worth noting that some companies, however, in the experiment tried to sell at a premium, special tickets that allow passengers to choose the place to his liking. However, as far as it has been effective - is still unknown, so while wishing to travel by air will still confine the use of internet sites such as www.seatexpert.com, where you can get information on the location in a plane » .

Curiously, however, some concern about his place in the aircraft may also be associated with belonging to a particular culture: «Thais from childhood hammer that's not good to cross through other people. And if flying economy class in Thailand will of fate turned out to be clamped in place by the window, and he suddenly wanted to visit the toilet, then he would rather prefer to suffer a few hours, than try to get through the people sitting next »- said Steven Britton (Steven Britton), managing director of Synovate Thailand.

However, in addition, where you sit, no less important, and with whom. After all, who among us does not looked hard at the faces of passengers passing through the cabin, waiting is not too desirable neighbor in the next few hours?

«Hours at a time to share their personal space with a stranger at a great height - does not the prospect of a dream of every one of us. So it was quite interesting to know that many people are quite comfortable with the company imposed on them. Perhaps this is due to the fact that they are open to new acquaintances.

In the study, respondents were asked to express their agreement or disagreement with several statements, one of which reads as follows: «I prefer when next to me on the plane a man sitting with me one floor». Globally, one third of all respondents agreed with this statement (65% in Hong Kong, 57% in Malaysia). Interestingly, the majority agreed with this statement - women (44%). For comparison, among the male half of those surveyed this proportion is much lower: 24%.

«This result can be explained by several factors. First, a certain tension, which, one way or another, always exists between men and women. In some cases, it is sexual in nature, and in some countries due to religious traditions and prejudices. It is also worth remembering that men always put their hands on the armrests and straddle, providing comfort and not worry about sitting next to. Not surprising that women do not like this neighborhood »- says Scott.

However, not all trying to avoid contact with their neighbors on the chair: 57% of respondents agreed with the statement «I like to communicate with people sitting in the plane next to me». Especially love the «chat» Living in Malaysia (77%) and Philippines (74%).

... Highly-strung mother, trying in vain to calm her child, while her second offspring, radiantly smiling, tapping their feet on the back of chair. Sound familiar, does not it? Five minutes in a similar company, and now you are already on the verge of a nervous breakdown, moreover, that the plane had not even taken off.

However, the results of the study it became evident that not all people annoying children on board the aircraft. In particular, 2 / 3 of people we surveyed did not agree with the statement,: «irritates me to sit in the plane next to the children». Although, of course, there were also those for whom the company of children on board - excruciating. Most of all negative emotions evoke small passengers in the UK (55%) and Hong Kong (52%). The most tolerant were the same Germans - in Germany, children on a plane irritating only 15% of respondents.

It is not a revelation that, in general, women are much more tolerant of children on board, than men. The exception was only the UAE, where nearly half of all female respondents (48%) finds the presence of children is extremely annoying (compared to 24% of men).

«In Arab Emirates mostly large families, and when it comes to education and childcare, men prefer to remain aloof and even more so not to meddle in other people's problems with education. At the same time, passengers are women tend to sympathize and empathize tired childish whims of mothers, and sometimes so strong that they themselves can not relax and rest during the flight, »- says George Kristodoulides (George Christodoulides), managing director of Synovate UAE.

Synovate also decided to find out how rising prices for tickets and additional fuel charges affect the popularity of air travel. To do this, respondents were asked to choose one statement, which, in their opinion, best describes the effect that has had a rise in fuel prices in the airline industry. This study was conducted in July 2008, and that's what we managed to find out. Globally, 39% of respondents (62% in Brazil, 48% in Canada) agreed with the statement: «I will try to find an airline that offers tickets at lower prices than the competition».

Executive Director of the British Branch of the Synovate Michelle Norman (Michelle Norman), said of the results: «In the summer there was a high and stable demand for low-cost flights, it is quite natural, because no one wants to cancel their summer holidays. Industry low-budget airline is well developed in the UK, as well as practice shows, the use of their services is cheaper than to spend their vacation within the country. But the real test for the airline has yet to come. With the onset of winter and still fragile economic situation and they have to put up with half-empty flights, and possibly even cancel flights on certain routes ».

It is also worth noting that 17% of people in Germany, 16% of the British and the Americans told us that now began to consider other modes of transport for their journeys.

«Not the last role in this play and concern for the environment. In particular, in Germany and England in the media pays great attention to how the train is less harmful to the environment than cars and airplanes. The inhabitants of these countries are well aware of »- says Michelle.

Pleasing men is always difficult. Please people at an altitude of 10000 meters and the complex. How do airlines handle this?

«First of all, any airline should understand that their passengers - are also people who just want to see them comfortably, quickly and safely delivered to their destination. Only after this is done, we can talk about building the brand and its positioning. It truisms, but as practice shows, not all companies follow them.

In the study, we found that in cities and countries where the national airline offers a high level of services, such as Dubai, Thailand and Hong Kong, people have formed the expectation of a certain quality of service. In turn, the carriers use this consumer expectation for creating an emotional attachment to their brand, which then becomes a commitment. For example, in Hong Kong, some people described themselves except as «emotionally dependent» - they are willing to practically everything, only to fly specific flight of an airline. But such a strong relationship with its customers and is the aim of any airline »- says Scott Lee.

About Synovate study

In this study, the company Synovate interviewed over 10,000 respondents from 13 countries: Brazil, Egypt, Canada, France, Germany, Hong Kong, Philippines, Malaysia, Taiwan, Thailand, UAE and USA. Of the 13,000 surveyed 6900 respondents were flying on a plane at least once in their lives and were able to answer most of his questions. The study used methods of direct interviews and telephone survey.

Curious statistics

# Only 4% of respondents in the whole world believe dinner to be given on board the aircraft, the most enjoyable moment of the flight. Most fans eat at multikilometer height was in the UAE (12%) and Philippines (11%).
# Living in Hong Kong can not imagine my life without a laptop. 11% of respondents reported that they prefer not to leave the computer on board the plane, because the best that is in flight - is the ability to calmly and quietly work on.
# 63% of active travel by plane respondents stated that they prefer to place located «in the window». So try to please everyone!
# Only 3% of the respondents reported that most in-flight aircraft they like around them «attractive stewardesses». However, during the group discussions conducted by Synovate, a majority of respondents in a low voice said that the presence of attractive flight attendants on board is: «The obligatory condition of a positive impression of the flight».