New research from OAG reveals that cost is the primary driver of airline preference, while on-time performance, delays and cancellations are also key. Millennials and Gen-Z lead the charge on tech adoption, and Baby Boomers are least swayed by sustainability

From OAG:

OAG surveyed 2,000 North American travelers in April 2023 to analyze what factors affect traveler loyalty and booking decisions. The results reveal some interesting generational differences.

Preferred Airlines

American Airlines (28%), Delta Air Lines (24%), United Airlines (17%), and Southwest Airlines (13%) are the most preferred brands of all travelers surveyed by OAG.

Loyalty

Millennials are most likely to change their airline loyalty: 47% have done so in the past year, compared to 37% of Gen Z and 23% of Gen X. Only 15% of Baby Boomers have changed their preferred airline in the last year.

Which factors affect loyalty and sway booking decisions?

Cost

60% of all the travelers asked say that cost is the primary driver of airline preference. From most to least-likely to change airline preference to find flights that suit the budget are:

Gen Z (77%), Gen X (69%), Millennials (59%), Baby Boomers (47%).

On-Time Performance

On-Time Performance (OTP) is the number one reason to remain loyal to an airline for 36% of all travelers. It is the number one reason Baby Boomers (25%) have remained brand loyal, tied with status and frequent-flier programs.

Delays and cancellations

Significant delays or cancellations have caused 37% of travelers to change airline loyalty in the past year. Millennials are most likely to see this as a deal-breaker, with 42% switching loyalty. They’re followed by Gen Z (38%), Baby Boomers (32%) amd Gen X (31%).

Other takeaways:

  • 33% of all travelers look at airline apps during the day of travel to check for flight info updates. 28% rely on third-party apps to check for delays.
  • Forty-one percent of Gen Z and 39% of Millennials will change how they book to access a better price.
  • 1% of Baby Boomers take sustainability into account as they choose an airline, while that increases to 20% amongst Millennials. 

Read the full report for many more insights into traveler preferences in 2023.

Methodology:

OAG surveyed travelers who have flown in the past year and users of OAG’s flight tracking app, Flightview by OAG.

Timing: April 2023

Respondents: 1,718

Geographies: NAM: United States, Canada, Mexico