Perhaps no other industry spends as much as the travel and tourism industry does on shaping and reshaping its products to suit the constantly changing tastes of its customers.
Researching those changes and then making them is expensive business. So perhaps it is a bit of a disappointment if things don't quite turn out the way the research said it would.
Take, for example, the results of IATA's Corporate Air Travel Survey 1999, one of the most quoted sources of the opinions of business travellers. Between July-August, 1,000 business respondents who had made at least one longhaul trip for business purposes in the last twelve months were interviewed in France, Germany, Netherlands, UK, Canada, USA, Australia, Hong Kong, Japan, and Singapore.
Some of the results were not surprising, such as the continued rise in the use of the Internet for information and reservations, electronic ticketing and automated check-in machines. As these systems become more easily available, and easier to use, it is natural that techno-savvy travellers will make use of them. However, there are downsides. A quarter of those who had used automated check-in machines reported it was difficult to get their seat choice. Just under a quarter (24 per cent) found automated check-in machines difficult if they had luggage to check in. A further 17 per cent suggested the machines are unreliable, either broken or not accepting their cards.
Also more biz travellers are trading down, using economy rather than business and looking for ever-cheaper deals and discounts. Asked about the strongest influence on choice of airline for longhaul routes, 40 per cent cited schedules, followed by frequent flyer programmes and low fares, both with 26 per cent.
Not surprisingly, delays were the greatest concern when travelling on business, irrespective of whether the trip is longhaul or shorthaul. The percentage of people concerned with delays on shorthaul trips increased from 36 per cent in 1998 to 52 per cent in 1999. In addition, 30 per cent of the sample cited delays as their major concern when travelling longhaul, up from 21 per cent in 1998.
Yes, stress is taking its toll. A quarter of the respondents had witnessed an abusive/irritable passenger in the past 12 months. Most believe excessive alcohol is the main trigger of this behaviour.
Delays, claustrophobia, not being able to smoke, and poor service are seen as the next most common causes.
Many airlines spend fortunes featuring food and service in their ads, but few customers care. On the longhaul product, although crew service and seat comfort were mentioned by 21 per cent and 20 per cent respectively, other features such as inflight food and drinks, sleeping comfort, inflight entertainment and airport lounges all scored less than five per cent.
Yes, people want to be comfortable, especially on longhaul economy flights, on which legroom was seen as the most important product feature. Seat recline ranks ahead of an adjustable lumbar support, which is followed by adjustable headrests, personal audio channels and footrest ranks sixth. Personal video screens rank only seventh out of the nine features listed; for many business passengers the decision to install such systems in economy is relatively unimportant.
Inspite of all the automation and direct-booking rage, 40 per cent said they still preferred to telephone their travel agent to make flight reservations. Just under a third (32 per cent) never make their own travel arrangements.
A further 13 per cent prefer to phone the airline direct. In addition, 32 per cent of the sample never make their own hotel reservations. A further 28 per cent telephone their travel agent to make the necessary arrangements whilst 23 per cent telephone the hotel direct.
Most important for the travel agent, the survey showed that over the last year, the importance of knowledgeable staff and friendly and efficient service appears to have grown, indicated by a growth of 33 per cent and 28 per cent respectively.
Conclusion: Never mind the high-tech, the high-touch factor will never fail.
For further information on the Corporate Air Travel Survey, contact Tara Barklay at fax +44 20 8577 8453 or email: barklayt@iata.org.