Low prices are ‘biggest incentive to book’, says Skyscanner

Low prices are the main incentive that encourages people to book a flight, according to new research by search firm Skyscanner.

It surveyed 24,000 consumers in eight countries for its latest report, called Skyscanner Horizons – Emerging traveller behaviour as the world reopens.

The study also found that greater ticket flexibility and direct routes are important considerations when consumers are searching for flights.

Skyscanner said Manchester is the world’s top unserved origin airport because traveller demand for new direct services from the city is high.

Hugh Aitken, flights vice-president at Skyscanner, said: “Our findings reveal that for the majority of travellers low price offers provide the biggest incentive to book.

“However, other factors and outcomes from the past 18 months are also top of mind, for example, greater ticket flexibility and Covid-19 travel insurance.

“And there is now a focus on the booking experience, in particular trust and service.”

For flight searches, the research found increasing demand for long-haul leisure and VFR (visiting friends and relatives) destinations, some of which are only currently possible with indirect itineraries.

Derek Sadubin, managing Director of Capa Centre for Aviation, added: “The world’s travellers are ready to reconnect with loved ones and connect to new places and cultures. “But they want to do so safely, affordably and sustainably.

“The industry players that have prepared will and are ready to deliver across these dimensions will do well in – and beyond – the recovery phase.”

Nick Hall, chief executive of Digital Tourism Think Tank, commented: “The report highlights a maturing of trends witnessed early on in the recovery, whilst also pinpointing specific opportunities where supply hasn’t yet caught up with demand.

“Strong demand for cultural and authentic experiences further confirms that travellers are still seeking more meaningful and value driven experiences.”

Picture by Brian A Jackson/Shutterstock

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