2010 SITA AIr TrAnSporT world passenger Self-ServIce Survey

Transcription

1 2010 SITA AIr TrAnSporT world passenger Self-ServIce Survey Highlights RESTAURANTS AREA GATES C PHARMACY SHOPS BAG DROP Specialists in air transport communications and IT solutions

2 contents Executive summary Part 1: Survey methodology Part 2: Self-service booking & check-in Part 3: Bag self-service Part 4: Self-service for the next steps of the journey Part 5: Ancillary revenue through self-service channels Part 6: The smartphone user Part 7: Key findings Appendix: Atlanta evolution About SITA SITA All rights reserved. Any use, republication or redistribution of content in this document is expressly prohibited without the prior written consent of SITA. permission to copy and reproduce content may be granted by SITA, at SITA's absolute discretion, by request to selfservice@sita.aero and with the following accreditation: Source: SITA ATw 2010 passenger Self-Service Survey. 2 HIgHlIgHTS SITA 2010

3 2010 SITA Air Transport World Passenger Self-Service Survey The 5 th annual SITA - ATw passenger Self-Service Survey is expected to stir plenty of interest in the industry and beyond not least because of the inclusion of two major international hubs for the first time, Beijing and frankfurt, alongside previous participants, Hartsfield-Jackson, Atlanta; Moscow domodedovo; Mumbai International; Sao paulo guarulhos; and or Tambo Airport, Johannesburg. The eagerness of today s traveller to utilize self-service technology for all steps of the passenger journey is very evident throughout this year s results which reflect the habits and attitudes of a representative sample of the million passengers who use these seven important international gateways. The survey shows that online booking is now almost universally adopted. online and kiosk self-service are also nearing their full potential while passengers are now aspiring towards automation for security checks, boarding, flight transfer and baggage claims. one emerging issue for the industry is how to empower passengers when it comes to printing bag tags and dropping off their luggage without having to wait in line. close to half of the survey respondents who checked in at a desk rather than on-line did so because of the need to check in a bag. About 70% of the 2,490 passengers we interviewed travelling on 106 airlines told us they would tag their own bag if they could and about 75% would be interested in off-airport bag drop, but only a third would be willing to pay for such a service. There is also great potential for the industry to tap into self-service functionality enabled by mobile phones; 28% of this year s survey respondents were carrying smartphones. on the day of the survey, only 3% of the sample had used mobile phone checkin but in Mumbai 9% did so, and in Beijing, 7%. overall though, the number of passengers who have experienced mobile phone check-in is showing steady growth. The percentage who stated they had used mobile phone check-in in the past grew from 14% in last year s survey to 23% this year. In last year s survey we drew attention to the ancillary revenue enabled by airline websites. This year we can report dramatic year-on-year growth in areas such as hotel bookings, up from 21% in 2009, to 38% this year; car rental, 19% to 35%; and similar growth is being recorded in the purchase of travel insurance, bus and train tickets, and duty free items. I would like to conclude by offering SITA s congratulations to those passengers who are emerging as champions of carbon offsetting through airline websites, in particular those at the airport in Mumbai, 44%; Beijing, 35%; and Atlanta, 27%. Francesco Violante chief executive officer SITA SITA 2010 passenger Self-ServIce Survey 3

4 Part 1: Survey methodology n n n n The 5 th annual SITA - ATw survey was conducted in May-June ,490 passengers were interviewed at major international airports representing key world regions. In western europe, interviews were conducted for the first time at frankfurt International Airport, the european airport that serves the most international destinations, with over 52 million passengers expected in A seventh airport was added this year, in china, the world s fastest growing aviation market. Beijing capital International Airport (BcIA) is expected to handle 73 million passengers in n The seven airports are: Atlanta s Hartsfield-Jackson International Airport (ATl) Mumbai s chhatrapati Shivaji International Airport (BoM) Moscow s domodedovo International Airport (dme) frankfurt s International Airport (fra) Sao paulo s guarulhos International Airport (gru) Johannesburg s oliver reginald Tambo International Airport (JnB) Beijing s capital International Airport (pek) Applicability of the survey n n The sample is generally representative of the demographic mix as well as the airline mix of each airport. overall combined results are calculated as a weighted average, taking into account the relative passenger traffic of each airport, for a total of over 230 million passengers travelling annually through n the seven airports. The weighted average does not represent a worldwide weighted average. results by airport do not reflect the services offered by the airport, nor by any specific airline. close to half of interviewed passengers were in transit and had checked in at a different airport. Types of usage n passengers were asked three types of questions related to their use of self-service: 1. what they used for the flight they were about to take on the day of the interview 2. Their general use of the self-service option, regardless of what they had done on the day of the interview 3. Their willingness to use a self-service option in the future ( interest ). 4 HIgHlIgHTS SITA 2010

5 Chart 1: Overall profile The survey includes 2,490 passengers from over 80 countries flying on 106 airlines. Flight destination n domestic 65% n International Flight duration n Short haul n long haul 35% 75% 25% Airline business model n Traditional 88% n low cost Purpose of trip n leisure n Business Class of travel n economy n Business/first 12% 66% 34% 92% 8% Transit passengers n Starting trip at interview airport n connecting at interview airport n up to 2 n 3 to 5 n 6 to 9 n 10 or more 53% 47% Number of roundtrips per year 25% 38% 17% 20% Age group n n n n n 55+ Gender n Male n female 12% 32% 25% 20% 11% 59% 41% SITA 2010 passenger Self-ServIce Survey 5

6 Part 2: Self-service booking & check-in Chart 2: Evolution & potential for self-service The gap between passengers interest and their current general use of online booking, kiosk check-in and online check-in is narrowing. In contrast, there is still a large gap between passengers interest for mobile-based options and their current general usage level. online booking 92% 84% 83% Kiosk check-in 83% 71% 64% online check-in 76% 60% 36% SMS travel notifications 66% 30% 18% Mobile check-in 53% 23% 14% Interest in using 2010 (frequent + intermittent) 2010 use (frequent + intermittent) 2009 use (frequent + intermittent) 6 HIgHlIgHTS SITA 2010

7 Chart 3: Most important considerations when arranging a trip The ability to book the flight online is the third most important consideration when arranging a trip. flight schedule 55% price 47% online booking 42% Airline safety record 29% Airline reputation 28% punctuality of flight 24% Most direct itinerary 22% previous experience of travel 19% Airline ground and in-flight service 17% frequent flyer programme 15% preference for a specific airport 13% Speed of the booking process 11% Service offered by airport 10% Alternative modes of transportation with less environmental impact 9% InfoBoX Online booking n 62% of passengers interviewed in frankfurt considered online booking important n online booking was the second most important consideration for: passengers interviewed in Beijing and in Mumbai frequent flyers who take ten or more roundtrips per year. SITA 2010 passenger Self-ServIce Survey 7

8 Part 2: Self-service booking & check-in (continued) Chart 4: Online booking among those who made their own travel arrangements Three out of four passengers who had made their own arrangements used online booking. 9% 10% 7% 74% 74% Available & used 7% Available but did not use 9% not available 10% don t know population: Those who made their own arrangements Chart 5: Current use of online booking by region (frequent & intermittent) full potential is being reached in some regions. 8 HIgHlIgHTS SITA 2010

9 Chart 6: Self-service check-in on the day of the interview Two out of three respondents who knew that self-service check-in was available used it on the day of the interview. There still appears to be a communication issue, as 13% of respondents didn t know whether self-service check-in was available for their flight. 13% 15% 48% 48% Available & used 24% Available but did not use 15% not available 13% don't know 24% Chart 7: Self-service check-in by region on the day of the interview Among those who used self-service on the day of the interview, online and kiosk check-in were equally popular options, although there were notable regional variations. population: Those who used self-service check-in SITA 2010 passenger Self-ServIce Survey 9

10 Part 2: Self-service booking & check-in (continued) Chart 8: Main reasons for not using self-service check-in when available Among passengers who knew that self-service check-in was available for their flight, the main reasons for not using it were as follows: Bags to check in 47% 30% prefer human interface 22% 24% Habit, prefer the old way 17% 14% no queue at check-in desk 14% 15% population: Those who knew that self-service was available but didn t use it regional HIgHlIgHTS Reasons for not using self-service check-in Among those who did not use self-service check-in, n In frankfurt, 15% quoted a complicated itinerary 72% were traveling internationally. n preference for a human interface was the dominant reason in Moscow (28%), with 25% also feeling that they receive preferential treatment at the desk. n A bag to check in was the main reason for 67% in Mumbai. Chart 9: General use of online check-in The general use of online check-in has grown significantly over the last year. use frequently or intermittently 60% 36% never use 39% 64% regional HIgHlIgHTS Online check-in In Sao paulo the percentage of interviewed passengers who never use online check-in has dropped from 89% in 2009 to 46% in HIgHlIgHTS SITA 2010

11 Chart 10: General use of kiosk check-in The general use of kiosk check-in has increased over the last year. use frequently or intermittently 71% 64% never use 29% 36% regional HIgHlIgHT Kiosk check-in n usage more than doubled among Sao paulo respondents since last year, jumping from 37% in 2009 to 76% in Chart 11: General use of mobile check-in while still in the early stages of adoption, the general use of mobile check-in has increased by 64% over the last year. use frequently or intermittently 23% 14% never use 77% 86% InfoBoX Mobile check-in n 45% of interviewed passengers had the opportunity to check in from an airline s mobile site for the flight they were about to take. n passengers interviewed in India (51%) and china (39%) are the biggest users of mobile check-in. SITA 2010 passenger Self-ServIce Survey 11

12 Part 2: Self-service booking & check-in (continued) Chart 12: Travel-related SMS notifications The overall use of travel-related SMS notifications has also grown over the last year. There is still a significant unfulfilled demand, with 66% of passengers interested in receiving SMS notifications of flight and gate information. use frequently or intermittently 30% 18% never use 70% 82% HIgHlIgHTS SITA 2010

13 Part 3: Bag self-service passengers are becoming more vocal about the need to be autonomous for this part of the check-in process. InfoBoX Bags to check in n 70% of interviewed passengers had checked in a bag. n 87% of long-haul and international travelers had checked in a bag. n Bags to check in are the main reason (47%) why passengers go to an agent desk. Chart 13: Reasons for not using self-service with a bag to check in respondents commented that queuing up at bag drop-off desks cancels the benefits of online, kiosk or mobile check-in. no value in self-service if have to drop off bag at a desk 53% Too complicated with self-service 48% not possible with self-service 39% Increases risk of baggage mishandling 35% population: Those who didn t use self-service because they had a bag to check in InfoBoX Bag self-service Bag tagging n over 70% of passengers would tag their own bags if they could. n 25% of respondents had printed their bag tag at a kiosk at Sao paulo s Airport. Off-airport check-in & bag drop-off n 75% are interested in off-airport bag check-in & drop-off (e.g. at hotel, conference centre, train station). n overall, only 34% would be willing to pay for this service, a drop from last year s 55%. n 43% of frequent flyers (10+ roundtrips per year) would pay for this service. Baggage claim n 66% of respondents would use a baggage claim kiosk, an increase from last year s 48%. n The most positive attitude towards baggage claim kiosks is seen among passengers interviewed in Sao paulo (90%), Beijing (76%) and Mumbai (76%). SITA 2010 passenger Self-ServIce Survey 13

14 Part 4: Self-service for the next steps of the journey passengers show strong interest for self-service at security, boarding, transfer and arrival. Chart 14: Steps of the journey that need the most improvement Security screening is rated fourth area for improvement. dwell time at airport before departure flight 14% waiting for checked baggage on arrival 13% check-in process 13% Security screening 9% Journey to airport 8% Bag drop point 6% In-flight experience 6% planning stage 5% departure passport control, immigration and customs 5% Boarding process 4% Arrival passport control, immigration and customs 4% Transfer process if connecting to other flight 4% Journey at arrival to final destination 3% InfoBoX Self-service beyond check-in Automated border control & security processing n Security screening is the number one area for improvement for frequent flyers (10+ roundtrips per year). n 70% of all respondents would use automated border control & security processing, up from 58% in n Interest is particularly high in Sao paulo (87%), Atlanta (79%) & Mumbai (76%). Automated boarding gates n 70% of respondents would use automated boarding gates, up from 57% last year. Mobile boarding pass n 11% of respondents who were using a paper boarding pass on the day of the interview had already used a mobile boarding pass at least once in the past. n given the choice, 35% of all respondents would prefer an electronic boarding pass. 14 HIgHlIgHTS SITA 2010

15 Chart 15: Interest in new kiosk functionality As passengers are now comfortable using kiosks, they are willing to use them (frequently or intermittently) for new functions, such as ticket purchase; flight connections and rebooking; and baggage claim. Book/change flight 72% Self-transfer 72% claim lost bag 66% pay for additional services (e.g. bag fee) 63% SITA 2010 passenger Self-ServIce Survey 15

16 Part 5: Ancillary revenue through self-service channels As passengers have grown accustomed to self-service to manage their booking and to check in, they are starting to use airline websites to purchase more services. Chart 16: Airline website usage beyond flight booking general usage grew significantly over the last year, with potential for even more use. Modify reservation 75% 51% 43% Add frequent flyer info 74% 60% 41% Select seat 70% 53% 44% Book hotel 50% 37% 21% rent a car 48% 35% 19% Select meal 44% 22% 10% purchase travel insurance 41% 29% 15% purchase bus, train ticket 40% 14% 10% off-set carbon footprint 40% 25% 13% pre-purchase duty-free 28% 17% 10% Interest in using 2010 (frequent + intermittent) overall use 2010 (frequent + intermittent) overall use 2009 (frequent + intermittent) 16 HIgHlIgHTS SITA 2010

17 regional HIgHlIgHTS Off-setting the carbon footprint Among passengers who fund green energy projects on an airline website to offset the carbon emissions of their flights, the champions were respondents interviewed in n Mumbai (44%) n Beijing (35%) n Atlanta (27%) Chart 17: Entertainment and shopping during dwell time Interest for entertainment and shopping services during dwell time has grown over the last year. Internet access 56% 46% entertainment on mobile phone 26% 16% digital shopping assistant 26% 13% Bargains flashed to mobile phone 25% 8% population: Those who stated that dwell time needs improvement InfoBoX Mobile devices as a sales channel Digital assistant n 40% of leisure passengers are interested in a digital shopping assistant to quickly find items of interest in the duty-free area. Special offers on mobile device n over 50% of first & Business class passengers would like to receive special offers on their mobile device while at the airport. n 33% of leisure passengers would like to receive such offers. Best travel deals by SMS n overall, 57% of interviewed passengers would register to SMS notification services for best travel deals. SITA 2010 passenger Self-ServIce Survey 17

18 Part 6: The smartphone user An increasing number of passengers are traveling with smartphones, such as iphones, BlackBerry devices or Android-based devices, rather than plain mobile phones. overall, 28% of respondents were carrying a smartphone. Survey answers showed a direct correlation between frequency of travel and the likelihood of carrying a smartphone. Chart 18: Likelihood of carrying a smartphone based on frequency of travel InfoBoX Which travelers are more likely to carry a smartphone? Purpose of trip n Business travelers are twice as likely to carry a smartphone in the Americas and in europe. n leisure travelers are as likely as business travelers to carry a smartphone in South Africa, India and china. Age & gender n Age makes little difference, except among the 55+, with only 13% of them carrying a smartphone. n Men are more likely to carry a smartphone in all locations except Beijing, where both genders are equally likely to carry one. Regional variations n Smartphones are more common among American (46%) and Indian (31%) passengers, and relatively rare (7%) among eastern european passengers. 18 HIgHlIgHTS SITA 2010

19 passengers traveling with a smartphone are ready to use their mobile device at all steps of the journey: n They are interested in purchasing airline tickets (58%), modifying their booking (57%) and tracking their bag (54%) from their mobile device. n Among passengers who would like to make better use of dwell time, 83% want Internet access while waiting for their flight There is still an important gap to fill however in order to meet demand for SMS notifications and for mobile check-in & boarding. Chart 19: Use versus interest for SMS travel notification by passengers traveling with smartphones use SMS travel notifications (frequently or intermittently) 42% would like to use travel notifications (frequently or intermittently) 75% while 32% of passengers who were carrying a smartphone do use mobile check-in frequently or intermittently, only 3% had done so on the day of the interview. Among non-transit passengers, only those checking in at frankfurt and Beijing airports could actually pass security and board the flight with a mobile pass at the time of the survey. Chart 20: Mobile check-in by passengers traveling with smartphones used mobile check-in on the day of the interview 3% use mobile check-in (frequently or intermittently) 32% would like to use mobile check-in (frequently or intermittently) 68% use and interest for mobile boarding passes among passengers carrying smartphones is barely higher than the overall average. while IATA is targeting 100% 2d barcode utilization by end 2010, implementation is still ongoing, with airports being equipped with readers at security and boarding, and regulatory approvals in progress. SITA 2010 passenger Self-ServIce Survey 19

20 Part 7: Key findings Online booking is nearing its full potential in several regions n overall, 74% of respondents who had made their own travel arrangements had used online booking. n over 80% use online booking frequently or intermittently, and over 90% are interested in using online booking frequently or intermittently. n while usage in some regions is still catching up, over 90% of Atlanta respondents already use online booking frequently or intermittently. n The ability to book flights online is the third most important consideration when arranging a trip. Airline websites are becoming an ancillary revenue & direct customer care channel n use of airline websites to rent cars, book hotel rooms, purchase travel insurance, buy a train or bus ticket has increased over the last year. passengers interest for these services has also grown, highlighting a revenue opportunity for airlines. n over 70% of interviewed passengers want the ability to modify their reservation, select their seat and add frequent flyer information on the airline website. General use of online check-in is growing n 60% of interviewed passengers use online check-in frequently or intermittently, versus 36% last year. Bags remain the main barrier to self-service check-in n Among passengers who knew that self-service check-in was available, 47% of those who still checked in at a desk did so because they had a bag to check in. n passengers commented that queues at bag drop-off desks cancel the benefits of kiosk or online check-in. n 72% of respondents would like to tag their bag and drop it off themselves. Passengers are versatile in their use of self-service channels n 60% use the Internet, 70% use kiosks, and 23% use their mobile device frequently or intermittently to check in for their flight. n Among interviewed passengers who prefer the online interface, 37% would use kiosks as a backup option when they have no Internet access. n 75% of respondents would like the ability to modify their reservation on the web, 72% on a kiosk, and 46% from a mobile device. 20 HIgHlIgHTS SITA 2010

21 Passengers show a favorable attitude towards self-service for more steps of the journey n 70% of respondents would use automated border control & security processing as well as automatic boarding gates. Passengers would use kiosks for new functions n 72% would self-transfer at a kiosk. n 66% would file a lost bag claim for their missing luggage at a kiosk. Passengers appetite for digital services is growing n while the number of interviewed passengers who had already used mobile check-in jumped from 16% to 23% over the last year, 55% would like to use this service. n Similarly, while the use of SMS travel-related notifications grew from 18% to 30% over the last year, 66% of interviewed passengers are interested in using the service. n Among respondents who felt that dwell time at the airport could be improved, 70% of business travelers and 76% of frequent flyers (10+ roundtrips per year) wanted Internet access. demand for improved Internet access was higher among passengers carrying a smartphone (83%) than among passengers carrying a laptop (62%). n Interest for digital shopping assistants and bargains flashed to mobile phones has increased significantly. The gap between offer and demand for mobile-based services by passengers traveling with smartphones still needs to be filled. n 44% of frequent flyers (10+ roundtrips per year) and up to 66% of business travelers interviewed in Atlanta carry a smartphone. n over half of them are interested in using their smartphone to purchase airline tickets, modify their booking and track their bag. n 68% of them would like to check-in from their smartphone frequently or intermittently. SITA 2010 passenger Self-ServIce Survey 21

22 Appendix: Atlanta 2006 to 2010 evolution Passengers answers regarding the flight they were about to take CAGR* Comment Booked the flight online 64% 57% 73% 77% 71% +3% v Stable for the last 3 years checked in from a kiosk 31% 21% 38% 48% 41% +7% v Stable for the last 3 years checked in online 6% 19% 18% 28% 33% +53% c Growing Passengers general use (frequent + intermittent) CAGR* Comment online booking 86% 89% 93% 91% 95% +3% v Stable for the last 3 years Kiosk check-in 73% 75% 82% 91% 89% +5% v Stable for the last 2 years online check-in 46% 65% 58% 53% 79% +14% c Growing Mobile check-in n/a n/a 9% 20% 16% +33% c Growing n/a = not asked * cagr: compound annual growth rate 22 HIgHlIgHTS SITA 2010

23 About SITA we are the world's leading specialists in air transport communications and IT solutions. we deliver and manage business solutions for airline, airport, gds, government and other customers over the world s most extensive network, which forms the communications backbone of the global air transport industry. created and owned by the air transport community, SITA is the community s dedicated partner for information and communications technology. As a team of industry experts, our know-how is based on working with customers across the global air transport community. Almost every airline and airport in the world does business with SITA. SITA innovates collaboratively with the air transport industry, and the industry itself drives the company s portfolio and strategic direction. our portfolio includes managed global communications, infrastructure and outsourcing services, as well as services for airline commercial management, passenger operations, flight operations, aircraft operations, air-to-ground communications, airport management and operations, baggage operations, transportation security and border management, cargo operations and more. with a customer service team of over 1,900 staff around the world, we invest significantly in achieving best-in-class customer service, providing integrated local and global support for both our communications and IT application services. we have two main subsidiaries: onair, which is the leading provider of in-flight connectivity, and champ cargosystems, the world's only IT company dedicated solely to air cargo. we also operate two joint ventures providing services to the air transport community: Aviareto for aircraft asset management and certipath for secure electronic identity management. In addition, we sponsor.aero, the Internet top level domain reserved exclusively for aviation. we are one of world's most international companies. our global reach is based on local presence, with services for over 550 air transport industry members and 3,200 customers in over 200 countries and territories. Set up in 1949 with 11 member airlines, today we employ people of more than 140 nationalities, speaking over 70 different languages. SITA had consolidated revenues of us$1.49 billion ( 1.07 billion) in for further information go to SITA 2010 passenger Self-ServIce Survey 23

24 Specialists in air transport communications and IT solutions for further information, please contact SITA by telephone or East & Central Europe Latin America & Caribbean Middle East & North Africa info.mena@sita.aero North America info.nam@sita.aero North Asia & Pacific info.nap@sita.aero North Europe & Sub-Sahara Africa +44 (0) info.nesa@sita.aero South Asia & India info.sai@sita.aero South Europe info.seu@sita.aero SITA All trademarks acknowledged. Specifications subject to change without prior notice. This literature provides outline information only and (unless specifically agreed to the contrary by SITA in writing) is not part of any order or contract.