DAYTON, Ohio — A survey by Buzzback Market Research for NCR Corporation has found that travelers want the ability to do more at airport kiosks than check in for flights and print boarding passes.
Though consumers have become accustomed to checking in at a self-service kiosk upon arrival at the airport, nearly one in three respondents indicate they'd like the flexibility to do more at the device, such as upgrade, make seat changes and purchase in-flight meals (28 percent). An even greater number (35 percent) would like to be able to check into their hotel or secure their car rental.
"Consumers have embraced the time-saving convenience of serving themselves," said Tania Ladic, NCR vice president, Travel Industry Marketing. "Our customers see up to 90 percent of check-in processed through self-service. There is an opportunity for airlines to improve customer satisfaction and drive ancillary revenue by further accommodating passenger needs."
The research reveals a clear connection between self-service and passenger preference, with 82 percent of respondents indicating they are more likely to choose a travel company that allows them to interact easily via kiosk, online and mobile self-service channels.
Greater use of mobility, such as the use of mobile boarding passes, is welcomed by consumers. Thirty-three percent said they would like to receive boarding passes on their mobile devices. Many airlines are currently piloting this technology.
According to the International Air Transport Association (IATA), the use of barcoded boarding passes is likely to impact airline operations as much as customer loyalty. "We expect barcoded boarding passes will deliver annual savings of $1.5 billion to the airline industry," said IATA Bar Coded Boarding Pass (BCBP) Project Manager Eric Leopold. IATA has set an industry objective of 100 percent BCBP compliance by 2010.
The research was conducted between December 2008 and January 2009. Results reflect input from 8,447 respondents in 16 countries and 6 regions. All respondents were at least 18 years of age.
