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Airlines - US - August 2014

“While airlines have regained their financial footing and have returned to profitability, the industry is facing a new set of challenges.”

– Lauren Bonetto, Lifestyles & Leisure Analyst

Some issues covered in this report include:

  • High-profile transportation mishaps could deter travelers
  • Consolidation muddles brand identities
  • Competition may be arriving from abroad
Airlines in the US appear to have found the solution to profitability – consolidation, more strategic capacity management, and ancillary fees.
 
However, airlines remain in fierce competition for the lucrative business traveler who has driven changes in airline loyalty programs while also trying to appeal to the more price-conscious leisure travelers.
Meanwhile, the merger of two top US carriers (American Airlines and US Airways) has created the newest largest airline in the world, which has airfare watchdogs and travelers alike on alert for potential route monopolies.
 
This report explores external forces shaping the airline industry and the challenges it faces, opportunities for growth, and innovations, as well as consumers’ travel habits, preferences, and attitudes toward airlines.
 
For the purposes of this report, Mintel considers Airlines as US-based air carriers operating both domestically and internationally.
 
Cargo/freight airlines, unscheduled passenger flights, and chartered passenger flights are not included in the scope of this report. The market size included in this report covers domestic air carriers with annual operating revenues of at least $20 million.
 
Operating revenues shown include: air fares, baggage fees, cancellation/change fees, transport-related revenue, including miscellaneous fees including in-flight onboard sales (food, liquor, pillows, etc), code share revenues, revenues from associated businesses (aircraft maintenance, fuel sales, restaurants, vending machines, etc).
 

Legacy carrier Airlines operating prior to deregulation (which occurred in 1978) with traditional “hub-and-spoke” operations and multiple service classes. Includes Alaska Airlines, American Airlines Group (which formed in 2013 through the American Airlines and US Airways merger), Delta Air Lines, Hawaiian Airlines, and United Airlines.

“Big three” legacy carriers The “big three” (formerly the “big four” due to the American/US merger) includes legacy carriers that have international routes and account for the majority of operating revenue and passenger headcount. The elite group includes American Airlines Group, Delta Air Lines, and United Airlines.


Low-cost carrier Airlines with a low-cost structure that typically provide less expensive airfare but that do not have multiple service tiers (as legacy or “traditional” carriers do). Includes ExpressJet, Frontier Airlines, JetBlue Airways, Southwest Airlines, and Virgin America.


Ultra-low-cost carrier Airlines with the lowest-cost structure built on an á la carte approach to ancillary fees. Includes Spirit Airlines and Allegiant Air.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Direct marketing creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                        • The market
                          • Figure 1: US airline operating revenue and fan chart forecast, at current prices, 2009-19
                        • Market drivers
                          • Leading companies
                            • Figure 2: Share of passengers for top 10 US airlines, 2013
                          • The consumer
                            • Air travel is second only to automobiles
                              • Figure 3: Mode of travel used for domestic trips in previous 12 months, car versus plane, by age, January 2013-March 2014
                            • Men more likely to fly up front than women
                              • Figure 4: Past 12 month airline use – Service class and reasons, by gender, June 2014
                            • Online booking has become the norm
                              • Figure 5: How most recent airline reservations were made, by airline purpose, June 2014
                            • Price and schedule bear largest influence on booking
                              • Figure 6: Top factors impacting airline selection, June 2014
                            • Men seek VIP status, women seek deals
                              • Figure 7: Loyalty rewards of greatest interest, by gender, June 2014
                            • Fees and time of departure can deter travelers
                              • Figure 8: Reasons to avoid an airline when flying for personal reasons, June 2014
                            • Consumer perception of brands and loyalty programs has suffered
                              • Figure 9: Attitudes toward airline differentiation and loyalty programs, June 2014
                            • Asian (business) travelers present lucrative target
                              • Figure 10: Past 12 month airline use, by race/Hispanic origin, June 2014
                            • What we think
                            • Issues and Insights

                                • High-profile transportation mishaps could deter travelers
                                  • The issues
                                    • The implications
                                      • Consolidation muddles brand identities
                                        • The issues
                                          • The implications
                                            • Competition may be arriving from abroad
                                              • The issues
                                                • The implications
                                                • Trend Application

                                                    • Trend: Prepare for the Worst
                                                      • Trend: Accentuate the Negative
                                                          • Figure 11: Spirit Hate Thousand Miles microsite, 2014
                                                        • Trend: Why Buy
                                                        • Market Size and Forecast

                                                          • Key points
                                                            • Revenues, passenger counts are up; trend expected through 2019
                                                              • Figure 12: US airline operating revenue and forecast, at current prices, 2009-19
                                                              • Figure 13: US airline operating revenue and forecast, at inflation-adjusted prices, 2009-19
                                                            • Fan chart forecast
                                                                • Figure 14: US airline operating revenue and fan chart forecast, at current prices, 2009-19
                                                            • Market Drivers

                                                              • Key points
                                                                • Airlines and the economy: A love story
                                                                  • Airlines and fuel prices: It’s complicated
                                                                    • Fuel hedging
                                                                      • Crack spread
                                                                        • Passing costs on to customers
                                                                          • Figure 15: Crude oil price (USD/Barrel) May 2000-March 2014
                                                                          • Figure 16: Average fleet age in 2014 by 2010 ICCT efficiency ranking
                                                                        • Airlines and traveler sentiment: Riding out the ups and downs
                                                                          • Figure 17: Traveler sentiment index, March 2007-April 2014
                                                                        • Airlines and consolidation: Let’s get together
                                                                          • Figure 18: US DOT national level domestic average airfares, 2000-13
                                                                      • Competitive Context

                                                                        • Cars still claim the top spot with domestic travelers
                                                                          • Figure 19: Mode of travel used for domestic trips in previous 12 months, January 2013-March 2014
                                                                        • US falls behind in high-speed rail development
                                                                          • Fractional jet ownership makes private travel more affordable
                                                                          • Segment Performance

                                                                            • Key points
                                                                              • Airfares still account for greatest share, though growth slows
                                                                                • Figure 20: Total operating revenue of US airlines, by revenue type, 2012 and 2014
                                                                                • Figure 21: Total operating revenue of US airlines, by revenue type, 2009-19
                                                                              • Airfares’ contribution dwindles
                                                                                • Figure 22: US airlines’ operating revenue – Airfares, 2009-19
                                                                                • Figure 23: Annual US domestic average itinerary fare in current and constant dollars, 1995-2013
                                                                              • Strong growth projected for transport-related revenue
                                                                                • Figure 24: US airlines’ operating revenue – Transport-related revenue, 2009-19
                                                                              • Miscellaneous revenue steady, but contribution is small
                                                                                • Figure 25: US airlines’ operating revenue – Miscellaneous, 2009-19
                                                                              • Baggage fees mostly flat since 2010
                                                                                • Figure 26: US airlines’ operating revenue – Baggage fees, 2009-19
                                                                              • Change/cancellations fees steady, but contribution is small
                                                                                • Figure 27: US airlines’ operating revenue – Change/Cancellation fees, 2009-19
                                                                            • Leading Companies

                                                                              • Key points
                                                                                • Legacy carriers fly majority of passengers
                                                                                    • Figure 28: Passenger count for top 10 US airlines, 2012-13
                                                                                  • Delta Air Lines
                                                                                    • Southwest Airlines
                                                                                      • United Airlines
                                                                                        • American Airlines Group
                                                                                        • Innovations and Innovators

                                                                                          • Putting tech in travel
                                                                                            • Air France-KLM launch eTag, eTrack devices
                                                                                                • Figure 29: Air France-KLM eTag and eTrace video, 2014
                                                                                              • Virgin Atlantic experiments with wearable technology
                                                                                                • Using tech to field feedback
                                                                                                  • Delta debuts photon shower at TED
                                                                                                    • Figure 30: Delta’s Photon Shower at TED Conference, 2013
                                                                                                  • Not just “from point A to point B” but covering everything “from A to Z”
                                                                                                    • Lufthansa pilots new seating class
                                                                                                      • Routehappy dishes on the in-flight experience
                                                                                                        • Adding a personal aspect to flying
                                                                                                          • Going “The Extra Mile”
                                                                                                            • Virgin encourages passengers to mingle
                                                                                                              • Figure 31: Sir Richard Branson’s Guide to Getting Lucky, 2013
                                                                                                            • Focusing on flying families
                                                                                                              • Lufthansa targets families before the gate
                                                                                                                • Figure 32: Lufthansa Family Check-in counter, 2013
                                                                                                              • Etihad Airways targets family in the skies
                                                                                                                • Other efforts
                                                                                                                  • Air France up-cycles life jackets and posters
                                                                                                                    • Figure 33: Up-cycled products from Air France and Bilum, 2013
                                                                                                                  • British Airways and Twinings partner on a unique “cuppa”
                                                                                                                    • AirBaltic rewards flyers for breaking a sweat
                                                                                                                      • JetKonnect debuts fun food packaging
                                                                                                                        • Figure 34: Grandmother’s packaging created for JetKonnect, 2014
                                                                                                                    • Marketing Strategies

                                                                                                                      • Overview of the brand landscape
                                                                                                                        • Theme: Reliability and routes
                                                                                                                          • The many languages of the “Friendly Skies”
                                                                                                                            • Figure 35: United Airlines “Your Gateway to the World,” television ad, 2014
                                                                                                                            • Figure 36: United Airlines “right place right time,” print ad, 2013
                                                                                                                          • Delta shows its strengths at-home and abroad
                                                                                                                            • Figure 37: Delta Airlines “There’s no such thing as fashionably late” print ad, 2014
                                                                                                                            • Figure 38: Delta Air Lines “Shortest Distance” online ad, 2014
                                                                                                                          • Theme: Highlighting perks in the face of unbundled backlash
                                                                                                                            • A true “frequent flier” dishes for JetBlue
                                                                                                                              • Figure 39: JetBlue “Air on the side of humanity," television ad, 2013
                                                                                                                              • Figure 40: JetBlue “Funny or Die” video series, Episode 2, 2014
                                                                                                                            • Virgin encourages travelers to “Feel the Upgrade”
                                                                                                                              • Figure 41: Virgin America “Main Cabin Select” online ad, 2014
                                                                                                                            • Theme: Pushing e-options
                                                                                                                              • American Airlines touts in-flight entertainment
                                                                                                                                • Figure 42: American Airlines “Time flies,” television ad, 2013
                                                                                                                              • Delta empowers passengers
                                                                                                                                • Figure 43: Delta “Work doesn’t stop,” print ad, 2014
                                                                                                                              • Theme: Breaking the mold
                                                                                                                                • Virgin turns safety video into music video
                                                                                                                                  • Figure 44: Virgin America safety video, 2013
                                                                                                                                  • Figure 45: Virgin America Safety Dance Battle, 2013
                                                                                                                                • Delta rolls out Cheer Carts
                                                                                                                                  • Figure 46: Delta Air Lines “Cheer Cart” video, 2013
                                                                                                                                • Southwest evolves with its customers
                                                                                                                                    • Figure 47: Southwest Airlines “Welcome Aboard” Ad, 2013
                                                                                                                                • Social Media

                                                                                                                                    • Key points
                                                                                                                                      • Market overview
                                                                                                                                        • Key social media metrics
                                                                                                                                          • Figure 48: Key performance indicators, selected airline brands, July 21, 2013-July 20, 2014
                                                                                                                                        • Brand usage and awareness
                                                                                                                                          • Figure 49: Brand usage and awareness of selected airline brands, June 2014
                                                                                                                                        • Interaction with brands
                                                                                                                                          • Figure 50: Interaction with airline brands, May 2014
                                                                                                                                        • Leading online campaigns
                                                                                                                                          • In-flight social network
                                                                                                                                            • Co-creation
                                                                                                                                              • Hashtag campaigns
                                                                                                                                                • Syncing social media campaigns with current events
                                                                                                                                                  • What we think
                                                                                                                                                    • Online conversations
                                                                                                                                                      • Figure 51: Selected American Airlines Twitter mentions, November 2013
                                                                                                                                                      • Figure 52: Online mentions, selected airline brands, July 21, 2013-July 20, 2014
                                                                                                                                                    • Where are people talking about airline brands?
                                                                                                                                                      • Figure 53: Mentions, by page type, selected airline brands, July 21, 2013-July 20, 2014
                                                                                                                                                    • What are people talking about online?
                                                                                                                                                      • Figure 54: Mentions, by topic of conversation, selected airline brands, July 21, 2013-July 20, 2014
                                                                                                                                                  • Frequency of/Reasons for Air Travel

                                                                                                                                                    • Key points
                                                                                                                                                      • Those aged 25-44 in “prime air traveling years”
                                                                                                                                                          • Figure 55: Mode of travel used for domestic trips in previous 12 months, car versus plane, by age, January 2013-March 2014
                                                                                                                                                        • Travelers average about two airplane trips per year
                                                                                                                                                          • Figure 56: Frequency of domestic travel by plane in previous 12 months, January 2013-March 2014
                                                                                                                                                        • Business travel making a comeback
                                                                                                                                                            • Figure 57: Number of business or personal domestic trips taken by plane in previous 12 months, January 2013-March 2014
                                                                                                                                                        • Passenger Service Class Traveled

                                                                                                                                                          • Key points
                                                                                                                                                            • Economy class most frequently flown
                                                                                                                                                              • Figure 58: Past 12 month airline use, by airline purpose and service class, June 2014
                                                                                                                                                            • Across the aircraft, men fly more frequently
                                                                                                                                                              • Figure 59: Past 12 month airline use, by gender, June 2014
                                                                                                                                                            • Those aged 25-34 most frequent flyers
                                                                                                                                                                • Figure 60: Past 12 month airline use, by age, June 2014
                                                                                                                                                              • Millennial men most likely to fly premium service classes
                                                                                                                                                                • Figure 61: Past 12 month airline use, by gender and age, June 2014
                                                                                                                                                            • Air Travel Booking

                                                                                                                                                              • Key points
                                                                                                                                                                • Three quarters of passengers book themselves
                                                                                                                                                                  • Figure 62: Airline reservations, June 2014
                                                                                                                                                                • Personal versus business travel booking
                                                                                                                                                                  • Figure 63: Airline reservations, June 2014
                                                                                                                                                                • Younger consumers more tech-savvy but may not be booking their own travel
                                                                                                                                                                  • Figure 64: How reservations for most recent flight were made, by generations, June 2014
                                                                                                                                                                • Women book online while men seek a helping human hand
                                                                                                                                                                  • Figure 65: How reservations for most recent flight were made for personal reasons, by gender, June 2014
                                                                                                                                                              • Factors Impacting Airline Selection

                                                                                                                                                                • Key points
                                                                                                                                                                  • Price and schedule are important, but not the only factors considered
                                                                                                                                                                      • Figure 66: Factors impacting airline selection, June 2014
                                                                                                                                                                    • Millennials poised to influence in-flight offerings
                                                                                                                                                                        • Figure 67: Most important factors in airline selection for personal reasons, by age, June 2014
                                                                                                                                                                      • Business takes priority
                                                                                                                                                                        • Figure 68: Most important factors in airline selection for personal reasons, by airline purpose, June 2014
                                                                                                                                                                    • Interest in Loyalty Rewards

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Small perks can go a long way in driving loyalty
                                                                                                                                                                            • Figure 69: Loyalty rewards of greatest interest, June 2014
                                                                                                                                                                          • Men want to feel like VIPs, women want to save money
                                                                                                                                                                            • Figure 70: Loyalty rewards of greatest interest, by gender, June 2014
                                                                                                                                                                          • Personal/business travelers also want to feel like VIPs
                                                                                                                                                                            • Figure 71: Loyalty rewards of greatest interest, by airline purpose, June 2014
                                                                                                                                                                        • Reasons to Avoid an Airline

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Is all fair in airfare advertising?
                                                                                                                                                                                • Figure 72: Reasons to avoid an airline when flying for personal reasons, June 2014
                                                                                                                                                                              • Women more selective than men
                                                                                                                                                                                • Figure 73: Reasons to avoid an airline when flying for personal reasons, by gender, June 2014
                                                                                                                                                                              • Millennials surprisingly more forgiving
                                                                                                                                                                                • Figure 74: Reasons to avoid an airline when flying for personal reasons, by generations, June 2014
                                                                                                                                                                              • Personal travelers keep their mind on their money
                                                                                                                                                                                • Figure 75: Reasons to avoid an airline when flying for personal reasons, by airline purpose, June 2014
                                                                                                                                                                            • Attitudes Toward Comfort and Safety

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Call me (in flight), maybe?
                                                                                                                                                                                  • Figure 76: Attitudes toward in-flight phone conversations, June 2014
                                                                                                                                                                                  • Figure 77: Attitudes toward in-flight phone conversations – Any agree, by age, June 2014
                                                                                                                                                                                • A matter of trust
                                                                                                                                                                                  • Figure 78: Attitudes toward trust in US airlines over international airlines, June 2014
                                                                                                                                                                                • Disasters abroad less impactful than matters close to home
                                                                                                                                                                                  • Figure 79: Attitudes toward airline safety, June 2014
                                                                                                                                                                              • Attitudes Toward Loyalty Programs/Brand Differentiation

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • The price, the whole price, and nothing but the price (+ fees and taxes)
                                                                                                                                                                                    • Figure 80: Attitudes toward online ticket price display, June 2014
                                                                                                                                                                                    • Figure 81: Attitudes toward online ticket price display – Any agree, by gender, age, and household income, June 2014
                                                                                                                                                                                  • Loyalty programs favor business travelers
                                                                                                                                                                                    • Figure 82: Attitudes toward airline loyalty programs and business travelers’ benefits, June 2014
                                                                                                                                                                                  • Non-business travelers feel neglected
                                                                                                                                                                                    • Figure 83: Attitudes toward airline loyalty programs and effort, June 2014
                                                                                                                                                                                    • Figure 84: Attitudes toward airline loyalty programs and effort – Any agree, by age, June 2014
                                                                                                                                                                                  • Airlines not leaving an impression on one third of passengers
                                                                                                                                                                                    • Figure 85: Attitudes toward ability to remember last airline flown, June 2014
                                                                                                                                                                                    • Figure 86: Attitudes toward ability to remember last airline flown – Any agree, by age, June 2014
                                                                                                                                                                                • Attitudes Toward Technology/In-flight Entertainment

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Majority of passengers seek in-flight connectivity
                                                                                                                                                                                      • Figure 87: Attitudes toward internet connectivity in-flight, June 2014
                                                                                                                                                                                    • BYOE – Bring Your Own Entertainment
                                                                                                                                                                                        • Figure 88: Attitudes toward in-flight entertainment on own devices, June 2014
                                                                                                                                                                                      • Nearly four in 10 want to chat in-flight
                                                                                                                                                                                        • Figure 89: Attitudes toward talking on phones in-flight, June 2014
                                                                                                                                                                                      • One third prefer mobile apps to full websites for airline information
                                                                                                                                                                                        • Figure 90: Attitudes toward using mobile apps over full websites for airline information, June 2014
                                                                                                                                                                                      • Electronic methods preferred over interactions with airline personnel
                                                                                                                                                                                        • Figure 91: Attitudes toward airline personnel and technology, June 2014
                                                                                                                                                                                    • Impact of Race and Hispanic Origin

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Asians are the most likely flyers
                                                                                                                                                                                          • Figure 92: Past 12 month airline use, by race/Hispanic origin, June 2014
                                                                                                                                                                                        • Whites book online, Black travelers seek human help
                                                                                                                                                                                          • Figure 93: How reservations for most recent flight were made for personal reasons, by race/Hispanic origin, June 2014
                                                                                                                                                                                        • Black travelers are price-sensitive
                                                                                                                                                                                          • Figure 94: Most important factors in airline selection for personal reasons, by race/Hispanic origin, June 2014
                                                                                                                                                                                        • Black travelers may be swayed by shopping perks
                                                                                                                                                                                          • Figure 95: Loyalty rewards of greatest interest, by race/Hispanic origin, June 2014
                                                                                                                                                                                        • Black respondents more forgiving of fees and schedules
                                                                                                                                                                                          • Figure 96: Reasons to avoid an airline when flying for personal reasons, by race/Hispanic origin, June 2014
                                                                                                                                                                                        • Non-White consumers have safety concerns
                                                                                                                                                                                          • Figure 97: Attitudes toward airlines and airline travel – Any agree, by race/Hispanic origin, June 2014
                                                                                                                                                                                      • Cluster Analysis

                                                                                                                                                                                          • Figure 98: Airline clusters, June 2014
                                                                                                                                                                                        • Cluster 1: Up-and-Comers
                                                                                                                                                                                          • Demographics
                                                                                                                                                                                            • Characteristics
                                                                                                                                                                                              • Opportunity
                                                                                                                                                                                                • Cluster 2: Average Travelers
                                                                                                                                                                                                  • Demographics
                                                                                                                                                                                                    • Characteristics
                                                                                                                                                                                                      • Opportunity
                                                                                                                                                                                                        • Cluster 3: Infrequent Leisure Travelers
                                                                                                                                                                                                          • Demographics
                                                                                                                                                                                                            • Characteristics
                                                                                                                                                                                                              • Opportunity
                                                                                                                                                                                                                • Cluster 4: Frequent Travelers
                                                                                                                                                                                                                  • Demographics
                                                                                                                                                                                                                    • Characteristics
                                                                                                                                                                                                                      • Opportunity
                                                                                                                                                                                                                        • Cluster characteristics
                                                                                                                                                                                                                          • Figure 99: Past 12 month airline use, by airline clusters, June 2014
                                                                                                                                                                                                                          • Figure 100: Past 12 month airline use – Personals, by airline clusters, June 2014
                                                                                                                                                                                                                          • Figure 101: Past 12 month airline use – Business, by airline clusters, June 2014
                                                                                                                                                                                                                          • Figure 102: How reservations for most recent flight were made for personal reasons, by airline clusters, June 2014
                                                                                                                                                                                                                          • Figure 103: Most important factors in airline selection for personal reasons, by airline clusters, June 2014
                                                                                                                                                                                                                          • Figure 104: Loyalty rewards of greatest interest, by airline clusters, June 2014
                                                                                                                                                                                                                          • Figure 105: Reasons to avoid an airline when flying for personal reasons, by airline clusters, June 2014
                                                                                                                                                                                                                          • Figure 106: Attitudes toward airlines and airline travel – Any agree, by airline clusters, June 2014
                                                                                                                                                                                                                        • Cluster demographics
                                                                                                                                                                                                                          • Figure 107: Airline clusters, by demographics, June 2014
                                                                                                                                                                                                                        • Cluster methodology
                                                                                                                                                                                                                          • Comfort/safety
                                                                                                                                                                                                                            • Loyalty/differentiation
                                                                                                                                                                                                                              • Technology/mobile
                                                                                                                                                                                                                              • Appendix – Social Media

                                                                                                                                                                                                                                • Brand analysis
                                                                                                                                                                                                                                  • Figure 108: Key social media indicators of selected airline brands, July 2014
                                                                                                                                                                                                                                • Online conversations
                                                                                                                                                                                                                                  • Figure 109: Online mentions, selected airline brands, July 21, 2013-July 20, 2014
                                                                                                                                                                                                                                • Brand usage or awareness
                                                                                                                                                                                                                                  • Figure 110: Brand usage or awareness, June 2014
                                                                                                                                                                                                                                  • Figure 111: American Airlines usage or awareness, by demographics, June 2014
                                                                                                                                                                                                                                  • Figure 112: Delta Air Lines usage or awareness, by demographics, June 2014
                                                                                                                                                                                                                                  • Figure 113: United Airlines usage or awareness, by demographics, June 2014
                                                                                                                                                                                                                                  • Figure 114: Southwest Airlines usage or awareness, by demographics, June 2014
                                                                                                                                                                                                                                  • Figure 115: JetBlue usage or awareness, by demographics, June 2014
                                                                                                                                                                                                                                  • Figure 116: Virgin America usage or awareness, by demographics, June 2014
                                                                                                                                                                                                                                • Activities done
                                                                                                                                                                                                                                  • Figure 117: Activities done, June 2014
                                                                                                                                                                                                                                  • Figure 118: American Airlines – Activities done – I have looked up/talked about this brand online on social media, by demographics, June 2014
                                                                                                                                                                                                                                  • Figure 119: American Airlines – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, June 2014
                                                                                                                                                                                                                                  • Figure 120: American Airlines – Activities done – I follow/like the brand on social media because, by demographics, June 2014
                                                                                                                                                                                                                                  • Figure 121: American Airlines – Activities done – I have researched the brand on social media to, by demographics, June 2014
                                                                                                                                                                                                                                  • Figure 122: Delta Air Lines – Activities done – I have looked up/talked about this brand online on social media, by demographics, June 2014
                                                                                                                                                                                                                                  • Figure 123: Delta Air Lines – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, June 2014
                                                                                                                                                                                                                                  • Figure 124: Delta Air Lines – Activities done – I follow/like the brand on social media because, by demographics, June 2014
                                                                                                                                                                                                                                  • Figure 125: Delta Air Lines – Activities done – I have researched the brand on social media to, by demographics, June 2014
                                                                                                                                                                                                                                  • Figure 126: United Airlines – Activities done – I have looked up/talked about this brand online on social media, by demographics, June 2014
                                                                                                                                                                                                                                  • Figure 127: United Airlines – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, June 2014
                                                                                                                                                                                                                                  • Figure 128: United Airlines – Activities done – I follow/like the brand on social media because, by demographics, June 2014
                                                                                                                                                                                                                                  • Figure 129: United Airlines – Activities done – I have researched the brand on social media to, by demographics, June 2014
                                                                                                                                                                                                                                  • Figure 130: Southwest Airlines – Activities done – I have looked up/talked about this brand online on social media, by demographics, June 2014
                                                                                                                                                                                                                                  • Figure 131: Southwest Airlines – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, June 2014
                                                                                                                                                                                                                                  • Figure 132: Southwest Airlines – Activities done – I follow/like the brand on social media because, by demographics, June 2014
                                                                                                                                                                                                                                  • Figure 133: Southwest Airlines – Activities done – I have researched the brand on social media to, by demographics, June 2014
                                                                                                                                                                                                                                  • Figure 134: JetBlue – Activities done – I have looked up/talked about this brand online on social media, by demographics, June 2014
                                                                                                                                                                                                                                  • Figure 135: JetBlue – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, June 2014
                                                                                                                                                                                                                                  • Figure 136: JetBlue – Activities done – I follow/like the brand on social media because, by demographics, June 2014
                                                                                                                                                                                                                                  • Figure 137: JetBlue – Activities done – I have researched the brand on social media to, by demographics, June 2014
                                                                                                                                                                                                                                  • Figure 138: Virgin America – Activities done – I have looked up/talked about this brand online on social media, by demographics, June 2014
                                                                                                                                                                                                                                  • Figure 139: Virgin America – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, June 2014
                                                                                                                                                                                                                                  • Figure 140: Virgin America – Activities done – I have researched the brand on social media to, by demographics, June 2014
                                                                                                                                                                                                                              • Appendix – Other Useful Consumer Tables

                                                                                                                                                                                                                                • Passenger service class traveled
                                                                                                                                                                                                                                  • Figure 141: Past 12 month airline use, by service class, June 2014
                                                                                                                                                                                                                                  • Figure 142: Past 12 month airline use, average number of flights, June 2014
                                                                                                                                                                                                                                  • Figure 143: Past 12 month airline use, by age, June 2014
                                                                                                                                                                                                                                  • Figure 144: Past 12 month airline use, by household income, June 2014
                                                                                                                                                                                                                                  • Figure 145: Past 12 month airline use, by generations, June 2014
                                                                                                                                                                                                                                  • Figure 146: Past 12 month airline use, by airline frequency, June 2014
                                                                                                                                                                                                                                  • Figure 147: Past 12 month airline use – Frequency – Light, medium, high, ultra, by gender, June 2014
                                                                                                                                                                                                                                  • Figure 148: Past 12 month airline use – Frequency – Light, medium, high, ultra, by age, June 2014
                                                                                                                                                                                                                                  • Figure 149: Past 12 month airline use – Frequency – Light, medium, high, ultra, by household income, June 2014
                                                                                                                                                                                                                                  • Figure 150: Past 12 month airline use – Frequency – Light, medium, high, ultra, by race/Hispanic origin, June 2014
                                                                                                                                                                                                                                • Air travel booking
                                                                                                                                                                                                                                  • Figure 151: How reservations for most recent flight were made, by gender, June 2014
                                                                                                                                                                                                                                  • Figure 152: How reservations for most recent flight were made, by age, June 2014
                                                                                                                                                                                                                                  • Figure 153: How reservations for most recent flight were made for personal reasons, by age, June 2014
                                                                                                                                                                                                                                  • Figure 154: How reservations for most recent flight were made for personal reasons, by household income, June 2014
                                                                                                                                                                                                                                  • Figure 155: How reservations for most recent flight were made for personal reasons, by airline frequency, June 2014
                                                                                                                                                                                                                                • Factors impacting airline selection
                                                                                                                                                                                                                                  • Figure 156: Most important factors in airline selection for personal reasons, by gender, June 2014
                                                                                                                                                                                                                                  • Figure 157: Most important factors in airline selection for personal reasons, by household income, June 2014
                                                                                                                                                                                                                                  • Figure 158: Most important factors in airline selection for personal reasons, by airline frequency, June 2014
                                                                                                                                                                                                                                  • Figure 159: Most important factors in airline selection for personal reasons, by airline service class, June 2014
                                                                                                                                                                                                                                • Interest in loyalty rewards
                                                                                                                                                                                                                                  • Figure 160: Loyalty rewards of greatest interest, by age, June 2014
                                                                                                                                                                                                                                  • Figure 161: Loyalty rewards of greatest interest, by household income, June 2014
                                                                                                                                                                                                                                  • Figure 162: Loyalty rewards of greatest interest, by generations, June 2014
                                                                                                                                                                                                                                  • Figure 163: Loyalty rewards of greatest interest, by airline frequency, June 2014
                                                                                                                                                                                                                                  • Figure 164: Loyalty rewards of greatest interest, by airline service class, June 2014
                                                                                                                                                                                                                                • Reasons to avoid an airline
                                                                                                                                                                                                                                  • Figure 165: Reasons to avoid an airline when flying for personal reasons, by age, June 2014
                                                                                                                                                                                                                                  • Figure 166: Reasons to avoid an airline when flying for personal reasons, by household income, June 2014
                                                                                                                                                                                                                                  • Figure 167: Reasons to avoid an airline when flying for personal reasons, by airline frequency, June 2014
                                                                                                                                                                                                                                  • Figure 168: Reasons to avoid an airline when flying for personal reasons, by airline service class, June 2014
                                                                                                                                                                                                                                • Attitudes toward airlines and airline travel
                                                                                                                                                                                                                                  • Figure 169: Attitudes toward airlines and airline travel – Any agree, June 2014
                                                                                                                                                                                                                                  • Figure 170: Attitudes toward airlines and airline travel – Any agree, by gender, June 2014
                                                                                                                                                                                                                                  • Figure 171: Attitudes toward airlines and airline travel – Any agree, by age, June 2014
                                                                                                                                                                                                                                  • Figure 172: Attitudes toward airlines and airline travel – Any agree, by household income, June 2014
                                                                                                                                                                                                                                  • Figure 173: Attitudes toward airlines and airline travel – Any agree, by airline service class, June 2014
                                                                                                                                                                                                                                  • Figure 174: Attitudes toward airlines and airline travel – Any agree, by airline purpose, June 2014
                                                                                                                                                                                                                                  • Figure 175: Attitudes toward airlines and airline travel – Any agree, by airline frequency, June 2014
                                                                                                                                                                                                                              • Appendix – Trade Associations

                                                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                                                To learn more about the companies covered in this report please contact us.

                                                                                                                                                                                                                                Airlines - US - August 2014

                                                                                                                                                                                                                                £3,199.84 (Excl.Tax)