Traveler's Takeoff: Airline Survey Insights

Airline surveys are an important way to gather feedback from passengers and improve their overall experience. They can cover a range of topics, including customer satisfaction, preferences, expectations, and demographics. For example, the Survey of International Air Travelers (SIAT) collects data on trip planning, travel patterns, demographics, and spending. Similarly, the Global Passenger Survey (GPS) provides insights into the preferences and behaviours of air travellers worldwide, including their socio-demographic profiles and travel patterns. These surveys help airlines, airports, and tourism companies enhance their services and create a better travel experience for their customers.

Customer service

Booking and Check-in Process

The booking and check-in process is the first interaction passengers have with the airline, so it is essential to make it as smooth and efficient as possible. Survey questions can include:

• How satisfied were customers with the clarity of information provided during the booking process?
• Were the payment methods convenient and user-friendly?
• Were there any difficulties in selecting seats or adding extra services?
• How would customers rate the user-friendliness of the website/mobile app for reservations?
• Were there any incentives or loyalty programs that influenced their choice of airline/booking platform?
• How satisfied were customers with the efficiency and speed of service at the ticket counter during check-in?

Onboarding Experience

Understanding passenger comfort, entertainment, and service quality during the flight is vital. Airlines can tailor services, improve amenities, and ensure a more enjoyable journey by gathering insights on in-flight experiences. Survey questions can include:

• Was the arrival time of the flight as per the scheduled time?
• How satisfied were passengers with seating comfort and legroom?
• Were the in-flight entertainment options satisfactory and accessible?
• Were concerns or requests during the flight effectively addressed?
• How would passengers rate the quality and taste of the food?
• Were the restroom facilities clean and well-maintained?
• Did passengers feel adequately informed about flight progress and updates?
• Did the available amenities (blankets, pillows, etc.) meet expectations?

Baggage Handling

Baggage handling is critical to customer satisfaction and convenience. Airlines should assess luggage retrieval, condition upon arrival, and overall handling efficiency to ensure a smoother experience and minimise inconveniences. Survey questions can include:

• Did passengers receive their checked baggage in a timely manner?
• Were belongings in good condition and undamaged upon retrieval?
• Were there any issues or delays in receiving baggage?
• Did passengers face challenges in identifying or collecting their luggage?
• Are there specific areas for improvement in baggage handling?

Flight Crew Service

The quality of interaction and assistance provided by the flight crew significantly influences the overall in-flight experience. A friendly and responsive crew enhances comfort, promptly addresses needs, and creates a positive atmosphere. Survey questions can include:

• How would passengers rate the friendliness and approachability of the flight attendants?
• Were the flight attendants responsive to needs and requests?
• Did the crew provide clear and concise communication regarding safety procedures and services?
• How satisfied were passengers with the overall level of service provided by the flight crew?
• Did the crew effectively manage any in-flight situations or disruptions?
• How would passengers rate the professionalism and efficiency of the flight crew?

Real-time Passenger Feedback on Airport Facilities

Including survey questions about airport facilities helps assess the quality of amenities, cleanliness, and accessibility. Understanding passenger opinions enables airlines and airports to tailor services and enhance traveller comfort. Survey questions can include:

• Were the waiting areas comfortable and adequately equipped with seating and charging stations?
• How would passengers rate the overall cleanliness and maintenance of airport facilities?
• Were there specific facilities or amenities lacking or needing improvement?
• How satisfied were passengers with the accessibility of facilities for those with disabilities?

Seat comfort

Delta Airlines

Delta Airlines excels in seat comfort, especially on long-haul flights. Their seats are spacious, ranging from 17.2" to 18.5" in width, and their legroom is on par with the industry average, typically measuring between 30" and 32". Additionally, Delta provides complimentary refreshments on flights over 250 miles, including non-alcoholic beverages and light snacks. Blankets and pillows are also available on long-haul international trips, enhancing the comfort of their passengers.

JetBlue

JetBlue stands out for having the widest airline seats in the industry. Their seats offer exceptional width, ranging from 17.8" to 18.4", and they also boast the best seat pitch, or legroom, in the industry, ranging from 32" to 34". While JetBlue falls short in providing complimentary comfort items, they make up for it with free Wi-Fi, snacks, and drinks on domestic flights, as well as an impressive entertainment system.

United Airlines

United Airlines has a mixed bag when it comes to seat comfort. While some of their planes offer a narrow 16" seat width, their economy seats can go up to 17.3" in width. The seat pitch is within the average range, between 30" and 31". United provides free non-alcoholic drinks on all flights and even includes alcoholic beverages on select routes. They also offer complimentary snacks on flights over 500 miles within North and Latin America. With a solid selection of in-flight entertainment and comfort items available for purchase, United ranks third on the list.

American Airlines

As the largest airline in the world by fleet size, American Airlines offers a range of comfort options. Their average seat pitch meets the industry standard of 30" to 32", but some planes have narrower seats, with widths as small as 16.2". However, most seats provide a more comfortable width of around 17.5". American Airlines provides in-flight entertainment and complimentary non-alcoholic drinks on longer flights, with meals offered on journeys over 2,200 miles. Wi-Fi is available for purchase, and comfort items are also available.

Southwest Airlines

Southwest Airlines is the highest-ranking low-cost carrier for comfort and is also recognised for its safety. They offer a generous average seat width of 17.5" and a seat pitch ranging from 31" to 33". While Wi-Fi is available for a fee, Southwest sets itself apart by providing free access to their entertainment portal, where passengers can watch on-demand movies and TV shows without purchasing Wi-Fi. However, they stopped offering comfort items in 2009, and a small blanket and pillow are considered part of the personal item allowance.

Other Mentions

Several other airlines are worth noting for their seat comfort offerings. Hawaiian Airlines provides a complimentary blanket on long-haul flights between Hawaii and Australia, and their seat dimensions are generally within industry averages. Alaska Airlines boasts a respectable average seat width of 17" and offers Wi-Fi for purchase, along with free streaming on personal devices. Spirit Airlines, despite having limited legroom with a 28" seat pitch, offers one of the widest economy-class seats, ranging from 17.5" to 18.5" in width.

Cabin cleanliness

Key Areas of Focus for Cabin Cleanliness:

• Washrooms: Customers, especially those in premium cabins, expect a high standard of cleanliness in the washrooms. It is important to ensure that washrooms are well-maintained, with a particular focus on keeping floors dry and toilet seats clean.
• Seat Areas: Stained or marked seat covers are uncommon, but problem areas include carpeting around seat legs/struts, which can accumulate crumbs and debris during transit. It is important for cleaning staff to pay attention to these areas, as many airlines now encourage passengers to store their small bags and items underneath the seats.
• Storage Compartments: Seat pockets and storage compartments are often overlooked during cleaning and can contain unpleasant surprises like chewing gum, discarded tissues, or leftover food. It is advisable for passengers to check these areas before storing personal items.
• Headrest Covers: Headrest covers are often not changed between flights, especially on short-haul flights. Passengers should pay attention to indicators of previous use, such as strands of hair, stains, or tears, as the headrest may harbour germs and even head lice.
• Bulkhead Seats: The armrest table storage space in bulkhead seats and Business Class cabins is often not thoroughly cleaned and can be a hotspot for crumbs, wrappers, and other debris. Passengers should inspect this area before using the table, and it may be wise to carry antibacterial wipes for added peace of mind.
• Cabin Walls: On short-haul flights, passengers in window seats often lean against the cabin walls, leaving greasy residues. This area is often overlooked during cleaning and it can be unpleasant for the next passenger if not properly cleaned.

Recognised Cleanest Airlines:

• World's Cleanest Airline 2023: ANA All Nippon Airways, followed by Asiana Airlines and Qatar Airways.
• Cleanest Airline in North America: Air Canada, recognised for its cabin cleanliness by Skytrax in 2019.
• UK's Best Airline for Cabin Cleanliness: Jet2, which also scored high marks in overall customer satisfaction.
• Cleanest Airline in the World, 2016: Cathay Pacific Airways.

Enhancing Cabin Cleanliness:

Airlines are investing in new technologies to enhance cabin cleanliness and address passenger concerns, particularly in the post-COVID era. For example, Honeywell has introduced a portable UV Treatment System that can disinfect an entire mid-sized cabin in less than ten minutes, reducing viruses and bacteria. Additionally, airlines are focusing on improving cabin air quality by adopting systems that remove contaminants and improve ventilation. These initiatives not only improve passenger comfort but also build trust and loyalty, which will be crucial for the industry's long-term recovery.

Boarding

The boarding process is a crucial aspect of the overall travel experience, and it can significantly impact a passenger's satisfaction with their chosen airline. Here are some insights and suggestions for improving the boarding process, drawn from various sources:

Waiting Time and Queues:

The time passengers spend waiting to board and the efficiency of the queue management system are essential factors in the boarding process. Long queues and delays can be frustrating for travellers and may impact their overall satisfaction. Airlines should aim for a well-organised and timely boarding process to ensure a positive start to the journey.

Seating Arrangements:

Passengers appreciate having a decent amount of seating space and legroom during their flight. Airlines can enhance comfort by providing adequate seating arrangements, which can also include offering the option to select seats or upgrade for additional comfort.

Onboarding Experience:

The onboarding experience covers various aspects, from the friendliness and professionalism of the flight attendants to the clarity of safety instructions and the handling of any in-flight situations or disruptions. Passengers value responsive and approachable flight attendants who effectively address their needs and concerns.

Baggage Handling:

Efficient baggage handling is critical to a positive travel experience. Airlines should ensure that passengers receive their checked baggage in a timely manner and that their belongings arrive in good condition. Any delays or issues with baggage can cause significant inconvenience and negatively impact the overall travel experience.

In-Flight Entertainment and Amenities:

The availability and accessibility of in-flight entertainment options, such as movies and music, can enhance the travel experience, especially on long-haul flights. Additionally, amenities like blankets, pillows, and other comfort items should meet passenger expectations.

Communication and Updates:

Passengers appreciate being well-informed about their flight's progress and any changes or updates. Clear and timely communication from the flight crew contributes to a sense of assurance and a positive travel experience.

Overall Satisfaction and Feedback:

Airlines should regularly conduct customer satisfaction surveys to assess the boarding process and overall travel experience. This feedback helps identify areas for improvement and ensures that the airline can address any concerns or challenges passengers may have encountered.

By focusing on these key aspects of the boarding process and implementing improvements where necessary, airlines can significantly enhance the travel experience for their passengers, leading to increased satisfaction and loyalty.

Food and drink

The food and drink served on a flight can make or break a traveller's experience. In-flight dining has evolved from lacklustre meals to menus crafted by renowned chefs, with a focus on sustainability, health, and transparency. Airlines are increasingly incorporating plant-based meals and locally sourced produce into their offerings, catering to a range of dietary preferences and restrictions.

Survey Results

A survey of travellers by consumer watchdog Which? Travel rated American Airlines and British Airways among the worst airlines for long-haul flights, with scores of 48% and 55% respectively. The survey considered customer service, boarding, and cabin environment, with specific criticism directed at the quality of food and drink, comfort of seats, and value for money.

Best Airlines for Food and Drink

Emirates has been recognised as the best airline for food and drink, offering a blend of culinary innovation and traditional flavours. Their menu includes options like jackfruit biryani and chocolate truffle cake, served with a thoughtful selection of wines and beverages.

Turkish Airlines is also praised for its seasonal and fresh offerings, with flying chefs preparing world-class meals. Singapore Airlines takes a scientific approach, testing their dishes in a simulated pressurised environment to ensure the flavours shine at high altitudes.

Cathay Pacific prioritises wellness and sustainable luxury, offering freshly brewed coffee and craft beer alongside sustainable caviar served on mother-of-pearl spoons.

Qatar Airways offers an on-demand à la carte menu in first and business class, with options like freshly baked bread and a variety of plant-based dishes.

Air France collaborates with renowned French chefs, transforming each flight into a gastronomic festival.

Korean Air focuses on rich Korean flavours, with dishes like bibimbap and braised mackerel, paired with wines selected by the 2019 ASI World's Best Sommelier.

Etihad Airways takes a farm-to-tray approach, partnering with local farms to serve ultra-fresh produce.

Delta Air Lines has also upped its game, offering tea from sustainable farming and mouth-watering dishes like ginger beer-braised osso bucco and barbecue beef short ribs.

Healthiest Options

According to Diet Detective, United Airlines offers the best variety and most healthful offerings, although they are only available on flights longer than three hours. Their Smartpack includes a mix of natural, trans-fat-free, and vegetarian-friendly options.

JetBlue Airways also receives high marks for its individually packaged, portion-controlled snacks that are trans-fat-free.

Room for Improvement

Delta Air Lines and US Airways received low scores for their snack offerings, with limited variety and nutritional value.

Automating Food Delivery and Waste Collection

A survey of passengers at two major international airports in Malaysia indicated positive responses to the idea of automating food delivery and waste collection processes. The current manual process involves cabin crew using service trolleys or carts, which can be time-consuming and inconvenient for passengers. Automating this process could improve efficiency and enhance the overall flight experience.

Frequently asked questions