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Departure to Arrival - the Air Experience - UK - August 2010

The years 2009 and 2010 have not been kind to airlines. A recession driven fall in traffic during the former gave way to an unprecedented airspace shutdown in spring of the latter, the impact of which is still being felt across the industry. In addition, complaints to the Air Transport Users Council rose 5.8% from 2008/09 to 2009/10.

  • Prompt departure/arrival is a key issue for airline users – one in three rank this as the most important ‘not in flight’ factor of a good air experience. Second-ranked is the desire for a decent hand luggage allowance, with this option far more likely (at a ratio of two to one) to be chosen by women.
  • Onboard, approximately one in six fliers wants some form of onboard entertainment above all else – this is particularly important to people with children and those on long-haul journeys. Willingness to pay for something to keep children occupied rises to almost one in three adults from five-person households, up from one in 14 singles.
  • The cost of food/drink onboard (ie when it is not included in the ticket price) is a concern for many – almost eight in ten fliers believe that it is too expensive. Onboard catering (when food is included) receives a mixed response. Between one-third and four in ten fliers agree that this food/drink is generally good quality – however almost one in five disagrees and four in ten neither agree nor disagree.
  • Two in five think that airlines could do more to make check-in faster. And the older fliers are, the more likely they are to agree – three in four of those aged 55-plus do so, for example.
  • At the other end of the age range, younger fliers are the most likely to agree that price is the most important thing in choosing an airline. In fact, the younger the traveller, the more likely they are to believe this.
  • Overall, fliers are far more likely to enjoy rather than dislike the air experience of a given airline. The best regarded are the long-haul, full-service airlines (eg Emirates, Virgin, Singapore); those that score lowest are the most used low-cost operators. UK regional airlines punch above their weight, aided by the advantages that running small operations bring.

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Table of contents

  1. Issues in the Market

      • Key issues:
        • Definitions
          • Abbreviations
          • Future Opportunities

            • Screened out
              • Generic vs tailored
              • Market in Brief

                • What fliers want
                  • Cost – at what price?
                    • Fliers generally positive
                      • Usage
                        • Recessionary reductions
                          • Flying fans – or not
                          • Internal Market Environment

                            • Key points
                              • Fewer flights for fliers
                                • Figure 1: Air travel in the last 12 months, 2005-09
                                • Figure 2: Number of air journeys, 2005-09
                                • Figure 3: Reason for air travel, by number of trips, 2009
                              • Recession bites
                                • Figure 4: Visits and spending by UK residents abroad, 2005-10
                                • Figure 5: Overseas journeys (all visits), by region, 2005-09
                              • Spain stays top
                                • Figure 6: Most popular destinations for UK travellers (all purposes), 2005-09
                              • Volcano’s fallout
                                • Figure 7: Eyjafjallajökull volcano’s impact on travel plans for 2010, May 2010
                              • Complaints rise
                                • Figure 8: Complaints to Air Transport Users Council, by category, 2008/09 vs 2009/10
                            • Broader Market Environment

                              • Key points
                                • UK recovers – for now
                                  • Figure 9: GDP, PDI, consumer expenditure and savings, at current prices, 2005-15
                                • Broadband penetration increases
                                  • Figure 10: Broadband penetration, by demographics, 2004-09
                                • AB increase is good news
                                  • Figure 11: Forecast adult population trends, by socio-economic group, 2005-15
                                • Household size to shrink
                                  • Figure 12: UK households, by size, 2005-15
                              • Competitive Context

                                • Key points
                                  • Air dominates – but recession shifts usage
                                    • Figure 13: All overseas visits by air, sea and tunnel – volume, 2005-09
                                    • Figure 14: Percentage share of all overseas visits, by travel mode, 2005-09
                                • Who’s Innovating?

                                  • Key points
                                    • IFE - live TV and PSP
                                      • Dream flights
                                        • Standing room and the smallest room
                                          • Flying and lying
                                            • Carry on bags – and pets
                                              • Self testing/checking/handling
                                              • Market Size and Forecast

                                                • Key points
                                                  • Airlines climb out of recession
                                                    • Figure 15: Passengers uplifted – all, international and domestic, 2005-15
                                                  • Short-haul stays top
                                                    • Figure 16: International passengers uplifted, short- vs long-haul, 2005-15
                                                • Segment Performance

                                                  • Key points
                                                    • No shift from scheduled
                                                      • Figure 17: Passengers uplifted from UK airports, non-scheduled vs scheduled, 2005-10
                                                    • Airport use
                                                      • Figure 18: International passenger movement at selected UK airports, 2005-09
                                                    • Where to?
                                                      • Figure 19: Regions travelled by air, by purpose, 2007-09
                                                    • A question of class
                                                      • Figure 20: Class usually travel on flight, 2008 and 2009
                                                  • Companies and Products

                                                      • Virgin Atlantic Airways
                                                        • Thomson Airways
                                                          • Thomas Cook Airlines
                                                            • Ryanair
                                                              • Lufthansa
                                                                • Jet2
                                                                  • Emirates
                                                                    • easyJet
                                                                      • British Airways (BA)
                                                                        • AirAsia/AirAsia X
                                                                        • Airline Use

                                                                          • Key points
                                                                            • BA and easyJet lead the (UK) field
                                                                              • Figure 21: UK airlines flown with in Britain, June 2010
                                                                            • Package and region
                                                                              • Ryanair top of the non-UK tree
                                                                                • Figure 22: Non-UK airlines flown with in Britain, June 2010
                                                                              • Low-cost ‘top-ups’ and value appeal
                                                                                • Figure 23: Non-UK airlines flown with, by most popular UK airlines flown with, June 2010
                                                                                • Figure 24: Non-UK airlines flown with, by next most popular UK airlines flown with, June 2010
                                                                            • The Air Experience – by Airline

                                                                              • Key points
                                                                                • Overall experience favourable
                                                                                  • Figure 25: Agreement with statement “I was happy with the ‘air experience’ of flying with this airline”, June 2010
                                                                                • More likely to like
                                                                                  • The long and the regional
                                                                                    • Shorter, less satisfied
                                                                                    • Not In Flight Priorities

                                                                                      • Key points
                                                                                        • Handbags and getaways
                                                                                          • Figure 26: Most important ‘not in flight’ factors, June 2010
                                                                                        • Money means what?
                                                                                          • Little variation by airline use
                                                                                            • Figure 27: Most important ‘not in flight’ factors, by most popular UK airlines flown with, June 2010
                                                                                            • Figure 28: Most important ‘not in flight’ factors, by most popular non-UK airlines flown with, June 2010
                                                                                        • Onboard Priorities

                                                                                          • Key points
                                                                                            • Personal space prioritised
                                                                                              • Figure 29: Most important factors on board, June 2010
                                                                                            • Entertainment and children
                                                                                              • Free food for some
                                                                                                • Monarch and pitch
                                                                                                  • Figure 30: Most important factors on board, by most popular UK airlines flown with, June 2010
                                                                                                  • Figure 31: Most important factors on board, by most popular non-UK airlines flown with, June 2010
                                                                                                • Portable media and mobiles
                                                                                                  • Figure 32: Most important factors on board, by most important ‘not in flight’ factors, June 2010
                                                                                              • Entertainment Priorities

                                                                                                • Key points
                                                                                                  • Eyes and ears – and control
                                                                                                    • Figure 33: Entertainment options like/would like on a flight, June 2010
                                                                                                  • Online and on demand
                                                                                                    • Figure 34: Entertainment options like/would like on a flight, by most important ‘not in flight’ factors, June 2010
                                                                                                • Air Experience Attitudes

                                                                                                  • Key points
                                                                                                    • Food, cost and quality
                                                                                                      • Figure 35: Air experience attitudes, June 2010
                                                                                                    • Age and attitudes
                                                                                                      • Affordability and experience
                                                                                                        • ‘Unbundling’ approved by easyJet and Ryanair fliers
                                                                                                          • Figure 36: Air experience attitudes, by most popular UK airlines flown with, June 2010
                                                                                                          • Figure 37: Air experience attitudes, by most popular non-UK airlines flown with, June 2010
                                                                                                      • Targeting Opportunities

                                                                                                        • Key points
                                                                                                          • Target groups
                                                                                                            • Figure 38: Air experience target groups, June 2010
                                                                                                          • Flying Fans (42% of internet users aged 16+ who have ever flown, or 16.9 million adults)
                                                                                                            • Demographic profile
                                                                                                              • Marketing message
                                                                                                                • Utility Fliers (22% of internet users aged 16+ who have ever flown, or 8.1 million adults)
                                                                                                                  • Demographic profile
                                                                                                                    • Marketing message
                                                                                                                      • Not Impressed (36% of internet users aged 16+ who have ever flown, or 11.7 million adults)
                                                                                                                        • Demographic profile
                                                                                                                          • Marketing message
                                                                                                                          • Appendix – Airline Use

                                                                                                                              • Figure 39: Most popular UK airlines flown with, by demographics, June 2010
                                                                                                                              • Figure 40: Next most popular UK airlines flown with, by demographics, June 2010
                                                                                                                              • Figure 41: Most popular non-UK airlines flown with, by demographics, June 2010
                                                                                                                              • Figure 42: Next most popular non-UK airlines flown with, by demographics, June 2010
                                                                                                                              • Figure 43: Other non-UK airlines flown with, by demographics, June 2010
                                                                                                                          • Appendix – Not In Flight Priorities

                                                                                                                              • Figure 44: Most important ‘not in flight’ factors, by next most popular UK airlines flown with, June 2010
                                                                                                                              • Figure 45: Most important ‘not in flight’ factors, by next most popular non-UK airlines flown with, June 2010
                                                                                                                              • Figure 46: Most important ‘not in flight’ factors, by other non-UK airlines flown with, June 2010
                                                                                                                              • Figure 47: Most important ‘not in flight’ factors, by any who agreed they had a good air experience on each airline flown with – most popular airlines, June 2010
                                                                                                                              • Figure 48: Most important ‘not in flight’ factors, by any who agreed they had a good air experience on each airline flown with – next most popular airlines, June 2010
                                                                                                                              • Figure 49: Most important ‘not in flight’ factors, by any who agreed they had a good air experience on each airline flown with – other airlines, June 2010
                                                                                                                              • Figure 50: Most important ‘not in flight’ factors, by any who agreed they had a good air experience on each airline flown with – least used airlines, June 2010
                                                                                                                              • Figure 51: Most important ‘not in flight’ factors, by demographics, June 2010
                                                                                                                          • Appendix – Onboard Priorities

                                                                                                                              • Figure 52: Most important factors on board, by next most popular UK airlines flown with, June 2010
                                                                                                                              • Figure 53: Most important factors on board, by next most popular non-UK airlines flown with, June 2010
                                                                                                                              • Figure 54: Most important factors on board, by other non-UK airlines flown with, June 2010
                                                                                                                              • Figure 55: Most important factors on board, by any who agreed they had a good air experience on each airline flown with – most popular airlines, June 2010
                                                                                                                              • Figure 56: Most important factors on board, by any who agreed they had a good air experience on each airline flown with – next most popular airlines, June 2010
                                                                                                                              • Figure 57: Most important factors on board, by any who agreed they had a good air experience on each airline flown with – other airlines, June 2010
                                                                                                                              • Figure 58: Most important factors on board, by any who agreed they had a good air experience on each airline flown with – least used airlines, June 2010
                                                                                                                              • Figure 59: Most important factors on board, by demographics, June 2010
                                                                                                                          • Appendix – Entertainment Priorities

                                                                                                                              • Figure 60: Entertainment options like/would like on a flight, by most popular UK airlines flown with, June 2010
                                                                                                                              • Figure 61: Entertainment options like/would like on a flight, by next most popular UK airlines flown with, June 2010
                                                                                                                              • Figure 62: Entertainment options like/would like on a flight, by most popular non-UK airlines flown with, June 2010
                                                                                                                              • Figure 63: Entertainment options like/would like on a flight, by next most popular non-UK airlines flown with, June 2010
                                                                                                                              • Figure 64: Entertainment options like/would like on a flight, by other non-UK airlines flown with, June 2010
                                                                                                                              • Figure 65: Entertainment options like/would like on a flight, by any who agreed they had a good air experience on each airline flown with – most popular airlines, June 2010
                                                                                                                              • Figure 66: Entertainment options like/would like on a flight, by any who agreed they had a good air experience on each airline flown with – next most popular airlines, June 2010
                                                                                                                              • Figure 67: Entertainment options like/would like on a flight, by any who agreed they had a good air experience on each airline flown with – other airlines, June 2010
                                                                                                                              • Figure 68: Entertainment options like/would like on a flight, by demographics, June 2010
                                                                                                                          • Appendix – Air Experience Attitudes

                                                                                                                              • Figure 69: Air experience attitudes, by next most popular UK airlines flown with, June 2010
                                                                                                                              • Figure 70: Air experience attitudes, by next most popular non-UK airlines flown with, June 2010
                                                                                                                              • Figure 71: Air experience attitudes, by other non-UK airlines flown with, June 2010
                                                                                                                              • Figure 72: Air experience attitudes, by most important ‘not in flight’ factors, June 2010
                                                                                                                              • Figure 73: Air experience attitudes, by most important factors on board, June 2010
                                                                                                                              • Figure 74: Air experience attitudes, by entertainment options like/would like on a flight, June 2010
                                                                                                                              • Figure 75: Air experience attitudes, by any who agreed they had a good air experience on each airline flown with – most popular airlines, June 2010
                                                                                                                              • Figure 76: Air experience attitudes, by any who agreed they had a good air experience on each airline flown with – next most popular airlines, June 2010
                                                                                                                              • Figure 77: Air experience attitudes, by any who agreed they had a good air experience on each airline flown with – other airlines, June 2010
                                                                                                                              • Figure 78: Air experience attitudes, by any who agreed they had a good air experience on each airline flown with – least used airlines, June 2010
                                                                                                                              • Figure 79: Most popular air experience attitudes, by demographics, June 2010
                                                                                                                              • Figure 80: Next most popular air experience attitudes, by demographics, June 2010
                                                                                                                              • Figure 81: Other air experience attitudes, by demographics, June 2010
                                                                                                                          • Appendix – Targeting Opportunities

                                                                                                                              • Figure 82: Air experience attitudes, by target groups, June 2010
                                                                                                                              • Figure 83: UK airlines flown with, by target groups, June 2010
                                                                                                                              • Figure 84: Non-UK airlines flown with, by target groups, June 2010
                                                                                                                              • Figure 85: Most important factors on board, by target groups, June 2010
                                                                                                                              • Figure 86: Most important ‘non-flight’ factors, by target groups, June 2010
                                                                                                                              • Figure 87: Entertainment options like/would like on a flight, by target groups, June 2010
                                                                                                                              • Figure 88: Agreement that fliers had a good air experience on each airline flown with, by target groups, June 2010
                                                                                                                              • Figure 89: Target groups, by demographics, June 2010

                                                                                                                          Companies Covered

                                                                                                                          • Aer Lingus Group Plc
                                                                                                                          • Air France-KLM Group
                                                                                                                          • AirAsia
                                                                                                                          • Airbus S.A.S.
                                                                                                                          • Aldi Stores Ltd (UK & Ireland)
                                                                                                                          • Alitalia - Linee Aeree Italiane S.p.A.
                                                                                                                          • All Nippon Airways Co Ltd
                                                                                                                          • AMR Corporation (American Airlines)
                                                                                                                          • Apple Computer UK Ltd
                                                                                                                          • Asda Group Ltd
                                                                                                                          • Association of British Travel Agents (The)
                                                                                                                          • Bmibaby
                                                                                                                          • British Airport Authority
                                                                                                                          • British Airways Plc
                                                                                                                          • British Broadcasting Corporation (BBC)
                                                                                                                          • British Midland Airways Ltd
                                                                                                                          • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                          • BT Group plc
                                                                                                                          • Civil Aviation Authority
                                                                                                                          • Co-operative Group
                                                                                                                          • Continental Airlines Inc.
                                                                                                                          • Council of Mortgage Lenders
                                                                                                                          • Dart Group PLC
                                                                                                                          • Delta Air Lines, Inc.
                                                                                                                          • Deutsche Bahn
                                                                                                                          • Deutsche Lufthansa AG
                                                                                                                          • Elemis Ltd.
                                                                                                                          • Emirates
                                                                                                                          • Eurostar UK Ltd
                                                                                                                          • Eurotunnel Shuttle Services
                                                                                                                          • Facebook, Inc.
                                                                                                                          • First Choice Holidays & Flights Ltd
                                                                                                                          • FlyBE
                                                                                                                          • Freeview
                                                                                                                          • Frontier Airlines Inc.
                                                                                                                          • Gfk NOP
                                                                                                                          • Google UK
                                                                                                                          • Government Actuary's Department (GAD)
                                                                                                                          • Henry J. Kaiser Family Foundation
                                                                                                                          • International Air Transport Association
                                                                                                                          • J. Sainsbury
                                                                                                                          • Jet2.com
                                                                                                                          • Kantar Media
                                                                                                                          • KLM Royal Dutch Airlines
                                                                                                                          • Korean Airlines
                                                                                                                          • Lidl (UK)
                                                                                                                          • Marks & Spencer
                                                                                                                          • mmO2 plc
                                                                                                                          • Monarch Airlines
                                                                                                                          • MyTravel Group plc
                                                                                                                          • Netto Foodstores Ltd
                                                                                                                          • OAG Worldwide Limited
                                                                                                                          • Ofcom
                                                                                                                          • Office for National Statistics
                                                                                                                          • Orange plc (UK)
                                                                                                                          • P&O Ferries
                                                                                                                          • Panasonic
                                                                                                                          • Ryanair Holdings plc
                                                                                                                          • Singapore Airlines Ltd
                                                                                                                          • Southwest Airlines Co.
                                                                                                                          • Spirit Airlines Inc.
                                                                                                                          • Spotify AB
                                                                                                                          • Star Alliance
                                                                                                                          • Starbucks Coffee Company UK Ltd
                                                                                                                          • Style Holidays Ltd
                                                                                                                          • Sunset Faraway Holidays
                                                                                                                          • Swizzels Matlow
                                                                                                                          • T-Mobile (UK) Ltd
                                                                                                                          • Tesco Plc
                                                                                                                          • Thomas Cook Group PLC
                                                                                                                          • Thomson Holidays
                                                                                                                          • Thomsonfly
                                                                                                                          • TUI Travel PLC
                                                                                                                          • TUI UK
                                                                                                                          • Virgin Atlantic Airways Limited
                                                                                                                          • Virgin Galactic
                                                                                                                          • Virgin Group Ltd.
                                                                                                                          • Virgin Holidays
                                                                                                                          • Virgin Media Ltd
                                                                                                                          • Virgin Mobile
                                                                                                                          • Vodafone Group Plc (UK)
                                                                                                                          • Waitrose
                                                                                                                          • Wizz Air Hungary Airlines Ltd
                                                                                                                          • Wm Morrison Supermarkets
                                                                                                                          • World Tourism Organisation

                                                                                                                          Departure to Arrival - the Air Experience - UK - August 2010

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