Back to Air Transport IT Review - Issue 3, December 2009

Self-service hits critical mass

Passengers are willing to use self-service more often and in more ways

From online booking to remote check-in, airline passengers increasingly favour self-service options, according to the recently published 2009 SITA-ATW Passenger Self-Service Survey (PSS).

Two key highlights reflect the strong trend towards self-service worldwide. First, the survey results endorse airline investment in website offerings - with the proportion of passengers buying ancillary services through the websites expected to double in the coming years. Second, there has been a 20% increase in the adoption of self-service check-in facilities.

Now in its fourth year, the survey offers an in-depth look at the attitudes and habits of a representative sample of the 232 million passengers who use six leading international airports (see methodology, below).

Convenient boost

Online booking continues to grow in popularity, even in mature markets, according to the survey results. There is a 90% positive attitude towards future use of online booking, with a near 100% willingness for re-use among existing online bookers.

Altogether 63.7% of those questioned in the survey booked online (up from 57.6% in 2008). While price remains the primary consideration when making a reservation, convenience as much as price is driving online booking, with 84% citing 'ease of use' as the most appreciated element of the service.

However, in mature markets, movement to an all-online travel world is being tempered by increasingly astute travellers understanding when it may be more advantageous to leave booking of an itinerary to professionals.

The number of passengers spending more through airline websites on ancillary services - such as hotels and car hire - is expected to double. And as airlines' websites become the channel of choice for pre-flight and post-flight customer services, over 50% of passengers interviewed are now using those sites to modify reservations or update frequent flyer information.

Self-service on the up

While the availability of self-service check-in is increasing, strong regional disparities remain and a lack of awareness remains a major obstacle to adoption in some areas. Nevertheless, the move towards self-service is a global trend and passenger awareness has improved over the past year.

The PSS survey found that self-service check-in at the world's busiest airport, Hartsfield-Jackson, Atlanta, reached a record 83.8% in 2009, up from 64% in 2008. This is almost double the weighted average of 44% across the six airports surveyed, which itself showed an increase from 36% the year before.

Approval among passengers towards the future use of kiosk check-in (75%) and web check-in (62.5%) remains strong, while 44% of passengers are positive towards mobile check-in.

Web check-in was used by 25.6% of departing passengers at Mumbai International Airport - making it by far the most popular self-service option for Indian passengers. Web check-in was also the most popular option with passengers in Moscow (9.2%) and Sao Paulo (6.4%). Kiosk check-in is still the most popular self-service user option at Atlanta (45.8%), Paris (18.9%) and Johannesburg (8.1%).

Bags slowing the changeover

The proportion of passengers checking in baggage has decreased from 82% in 2007 and 2008, to 75.7% in 2009. The trend is especially noticeable in locations where airlines are charging passengers extra for baggage.

However, baggage remains the primary reason for not using a self-service check-in option, accounting for almost one third of those who decided not to use self-service check-in, even though they were aware of its availability.

If airlines, airports and ground handler want to get the most of their investment into self-service technology and further benefit from the savings generated by the adoption of self-service channels, it is critical that they address the baggage dilemma. This is a recognized issue within the industry and is being addressed through a number of initiatives, such as IATA's Bags Ready-to-Go programme.

Security positives - and negatives

With security issues remaining high worldwide, passengers are ready to give confidential data - particularly if it helps them get through the airport faster. The industry is grappling with the need to achieve increasingly stringent international standards with less impact on passengers, rather than more, as our security compliance article discusses. So the 57.8% positive attitude towards registering with automated border control and security programmes - compared to 48.7% in 2007 - will be welcomed by airport and government authorities.

However, 62% of passengers would like to see shorter queues, with security screening being the most chosen option when asked which step of the journey passengers would most like to change.

Time in the airport

For a significant proportion of those interviewed (14.8%), improving their 'dwell-time' at airports is one of the top four steps of the journey they would most like to see improved.

The options they would like to have available in the airport before flight departure include: improved Internet access capabilities (45.8%); access to entertainment on demand from their mobile device (15.6%); and a digital shopping assistant to find quickly what is interesting to them individually in the duty free shopping zone (13%).

Time on the mobile

While mobile phone check-in may still be negligible (as discussed in our Mobility article), [LINK TO OUR MOBILITY ARTICLE], 26% of travellers now carry a smart phone (twice as many as in 2008) and there is no doubt that mobile devices are set to become a channel of choice for passenger services, complementing existing self-service options.

There is an almost 45% positive attitude towards future use of mobile check-in. This is backed by results from the 2009 Airport IT Trends Survey, as highlighted in this issue. The most adopted mobile-based service is notification about flight status and displays - with usage expected to triple in the coming years. In addition, more than 42% of travellers are registering for SMS notification services for best travel deals and price offers.

Looking to the future, more than 70% of those interviewed have a positive attitude towards using an electronic travel folder, whether on a card or on their mobile device. This would store all travel-related documents - including passport details, visas, boarding pass, baggage receipts, frequent flyer information and preferences - enabling truly paperless travel at every stage of the journey.

A multi-channel future

The future for self-service will, without doubt, be multi-channel - with passengers preferring a mix of kiosk, Web and mobile services. Inevitably, one size cannot be made to fit all passengers and all travel situations. However, there is also no doubt that the vast majority of passengers appreciate the ease and convenience of self-service and, once tried, they tend to remain convinced of its value.

Copies of the 2009 SITA-ATW Passenger Self-Service Survey highlights can be downloaded from www.sita.aero/pss2009.

Survey methodology

The fourth annual SITA-ATW Passenger Self-Service Survey was managed by IATA Business Insight on behalf of SITA. The survey was conducted between April and June 2009, with 2,193 passengers interviewed at the departure gates of six of the world's leading airports: Hartsfield-Jackson, Atlanta; Mumbai International; Charles de Gaulle, Paris; Moscow Domodedovo; Sao Paulo Guarulhos, Brazil; and OR Tambo Airport, Johannesburg.

At each airport, the population surveyed was based on a representative and weighted sample of traffic between the airlines flying from that airport. The results are not intended to be applicable for a region or country. However they are indicative of passengers' attitude, usage and preferences.