More than three-quarters of U.S. air travelers who responded to an IBM survey think baggage fees are rip-offs. About half think fuel surcharges are unfair, and almost 60 percent are willing to forego blankets, meals and other amenities in exchange for lower fares.
Fifty-eight percent of the 1,000 survey participants think first class ticket prices are overpriced, but 70 percent of travelers say prices for general cabin tickets are reasonable. Among the most frequently reported travel inconveniences were restrictions associated with reward travel. Travelers rank this as a more frustrating experience than suffering through "misplaced hotel reservations."
"Travel providers must keep their finger on the pulse of consumers and be able to respond to their changing needs and demands, while balancing the associated business economics," said Bruce Speechley, Partner, Hospitality and Leisure Practice Leader, IBM Global Business Services. "Loyalty cannot be bought — it has to be earned. That will only be done if travel providers can serve up a consistent, differentiated experience that is more valuable and relevant for individual customers."