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Tim Duncan, Senior Product Manager – Development at Bottle Rocket Studios, writes about how the travel landscape has recovered and adapted following the pandemic. (Photo: Business Insider)
It’s been three years since the United States went into lockdown, when air travel stopped and our backyards were supposed to be big enough for winter vacation. As a result, the travel space was destroyed. In fact, airlines face an economic loss of $168 billion by 2020. Although not fully restored, by 2023 air travel will be complete.
The pandemic has led to significant changes in customer behavior and expectations across the board. This is happening across all industries, as customers now demand seamless and immersive experiences, with as little human interaction as necessary in many cases. Airlines have been forced to align their priorities and how they operate to delight today’s connected customer, and the results have been innovative and exciting.
Customers are king
A trend we’re seeing across industries is the adoption of a “customer obsession” culture. As the airline landscape continues to consolidate and become increasingly competitive, businesses are now prioritizing customer experience and raising expectations by putting customers at the center of their delivery model, leadership, strategy and operations. In 2023, customer loyalty will be more valuable than customer acquisition. With these new priorities and features, let’s dive into how this has impacted the travel space.
Untouchable journey
Over the last three years, air travel has generally become more expensive. Even in the last year, we have seen a 25% price increase. This is due to a combination of factors including rising oil prices, increased demand, inflation and of course labor pressure. Profitable air travel is now about more than selling seats. Airlines need to explore more ways to attract and retain customers, by increasing the value of their services to increase their value.
In today’s everything-technology economy, customers expect their travel experience to include multiple easily accessible digital touchpoints to improve their journey and make it as seamless as possible. The key to success now is leveraging communication channels and creating a carefully crafted omnichannel experience where people and technology work hand in hand. Mundane and time-consuming tasks like reserving a seat or entering a security line can be automated, while more complex ones can be handled by human experts who focus on adding value and driving loyalty. This creates personalized, seamless and immersive interactions.
Customers now flexibly use multiple communication channels—smartphone, tablet, or physical kiosk. It has become imperative for businesses that all of these work together to deliver a seamless airport experience. For example, a customer can book a flight online through the carrier’s website, then check-in in an app, place their luggage at the counter, and store their boarding pass in their Apple Wallet. This creates a sense of interconnectedness, allowing the customer to choose how much or how little human interaction they want.
Last winter, labor constraints, delays and cancellations exacerbated congested lines at airports. The average wait time to go through security at Miami Airport has risen to 46 minutes. To alleviate this, some airports have introduced virtual check-in options where customers can book a time through security or check-in via an app or QR code to avoid long waits and provide a smoother experience. Customers can get live updates and receive notifications wherever they are online, allowing them to stay connected and updated in real-time even when they’re not physically present. This can be used anywhere in the airport, including queuing so passengers have more time to wine, dine, shop and prepare for their flight.
The same goes for in-flight entertainment. Airlines continue to improve their in-flight Wi-Fi capabilities, allowing passengers to watch movies, text friends back home, or order food and drinks. This allows a minimum of human contact for the passenger customer, but they are constantly connected throughout their flight. These types of digital experiences ultimately add value and encourage customers to remain loyal to the airline.
The future of air travel
With lockdowns, restrictions, covid passports and delays, the aviation industry has had to rethink the customer experience during the pandemic. As the inextricable stress associated with travel has finally subsided over the past few years, airlines want to ensure that they provide their customers with a streamlined, seamless and stress-free experience now and for years to come. Incorporating digital experiences is bound to be the way forward, and touchpoints are sure to become more aligned to ensure summer travel starts off without a hitch.
Author Tim Duncan is Principal Product Manager – Development at Bottle Rocket Studios.
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