![\"Pesquisa](\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Airline-aviation-airplane-6-1024x574.jpg\" "\\"Airline")
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Airlines are increasingly interested in enhancing the in-cabin experience. Increasing loyalty and consumption on aircraft can be profitable. Designing cabins and services can meaningfully build strong customer relationships.<\/h2>\n\n\n\n
SIS has conducted extensive research with travelers over the past 40+ years.\u00a0 This article discusses general opinions and attitudes, as well as some consumers thoughts on improvements.\u00a0 Having conducted an extensive number of Focus Groups worldwide, we wanted to provide an inquisitive look at how people view the airplane cabin and identify some ways to improve it.<\/p>\n\n\n\n
In-Cabin Experience: American Perspectives<\/h3>\n\n\n\n
The United States has long had a fascination with flight. Air travel fits well in the American cultural experience and history. Consider the following:<\/p>\n\n\n\n
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- Immigrants have been traveling by land, sea, and air to reach the United States.<\/li>\n\n\n\n
- Os americanos t\u00eam muito mais probabilidade de mudar e realocar as suas casas do que as pessoas de outras partes do mundo.<\/li>\n\n\n\n
- Air travel has long been associated with freedom, free movement, and independence.<\/li>\n\n\n\n
- Os americanos veem a inven\u00e7\u00e3o do voo pelos irm\u00e3os Wright como uma fonte de orgulho.<\/li>\n\n\n\n
- National history has often been made with U.S. presidents standing in front of Air Force One.<\/li>\n\n\n\n
- Pivotal turning points in history have involved aviation: Pearl Harbor bombing, 9\/11, and the Hindenburg crash.<\/li>\n\n\n\n
- Filmes e programas de TV populares como Wings, 24, Flight Plan, Lost, \u201cUp in the Air\u201d, Sex and the City e outros reality shows geralmente envolvem viagens a\u00e9reas.<\/li>\n\n\n\n
- A cultura americana enfatiza a liberdade, o individualismo e a independ\u00eancia.<\/li>\n\n\n\n
- Em rela\u00e7\u00e3o a outras culturas, a sociedade americana tende a ser mais aberta a novos produtos e a desprezar a autoridade em ambientes controlados, como os avi\u00f5es.<\/li>\n<\/ul>\n\n\n\n
Mudan\u00e7as nos Estados Unidos impactando as viagens a\u00e9reas<\/h3>\n\n\n\n
The United States is also undergoing demographic and technological change.\u00a0 An aging American population faces different vision, mobility, hearing, limb extremity, and back-pain challenges on aircraft.\u00a0 New security procedures have been added amid recent terror fears.\u00a0 Delays and storms continue to disrupt travel plans.\u00a0 Rising fuel costs strain airline<\/a> profitability, encouraging cuts in service and additional charges.\u00a0 Charges for checking bags have tended to cause passengers to stow more heavy luggage in overhead bins.\u00a0 New\u00a0charges exist for previously-complimentary services (e.g. headsets, meals, etc), which impact the customer experience inside Air Cabins.<\/p>\n\n\n\n
Airlines are integrating technology such as social media, mobile ticketing and Wi-Fi into their business models and cabins. The widespread adoption of smart phone and mobile<\/a> devices are impacting how people fly and behave on aircraft.<\/p>\n\n\n\n
O que os americanos dizem sobre cabines de avi\u00e3o<\/h3>\n\n\n\n
When asked about in-cabin experience, people largely have negative perceptions of the flight experience.\u00a0 Stories can range from humorous stories to horror stories.<\/p>\n\n\n\n
Principais pontos problem\u00e1ticos da experi\u00eancia do cliente:<\/span><\/p>\n\n\n\n
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- Discomfort in the cabin<\/li>\n\n\n\n
- Cobran\u00e7as por bagagem e pequenos itens, como fones de ouvido<\/li>\n\n\n\n
- Servi\u00e7o em voo<\/li>\n\n\n\n
- Companheiros de viagem<\/li>\n<\/ul>\n\n\n\n
We probe deeper, and discover that people have strong emotional reactions to Air travel. They often remark that they believe the current state of airline travel is personally insulting and invasive. Some of the people we spoke with traveled internationally and believed air travel in the USA was significantly worse.<\/p>\n\n\n\n
People said that given what they paid for air travel, they felt they deserved more. In some cases, people felt the decline in the positive experience in air travel signified a decline in something more profound such as the state of the nation, economic competitiveness, etc.<\/span><\/h3>\n\n\n\n
In one study, respondents contrasted today\u2019s in-cabin experience with nostalgic recollections to the perceived grandeur of 1960s air travel. They were nostalgic for these qualities of air travel circa 1960:<\/p>\n\n\n\n
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- Cuidado personalizado<\/li>\n\n\n\n
- Luxo percebido<\/li>\n\n\n\n
- Eleg\u00e2ncia a bordo<\/li>\n\n\n\n
- Limpeza percebida<\/li>\n\n\n\n
- Aten\u00e7\u00e3o aos detalhes<\/li>\n<\/ul>\n\n\n\n
People desired to enjoy flight again (as in past decades). They mentioned positive experiences meaningful to them. Some factors that made those experiences successful<\/a>:<\/p>\n\n\n\n
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- Teve \u201cexperi\u00eancia\u201d identific\u00e1vel (por exemplo, divers\u00e3o, divers\u00e3o, hospitalidade em companhias a\u00e9reas asi\u00e1ticas, toda experi\u00eancia em classe executiva)<\/li>\n\n\n\n
- Materiais de qualidade<\/li>\n\n\n\n
- Experi\u00eancias personaliz\u00e1veis (por exemplo, televisores, Wi-Fi)<\/li>\n\n\n\n
- Mais espa\u00e7o e comodidades<\/li>\n\n\n\n
- Ilumina\u00e7\u00e3o envolvente<\/li>\n<\/ul>\n\n\n\n
People become passionate when asked about the in-cabin experience. They recall vivid experiences and have strong recommendations for improvements. This means there is an opportunity to build an Conex\u00e3o emocional<\/span><\/strong><\/em> com a marca de viagens por meio de experi\u00eancias positivas, layout de cabine, caracter\u00edsticas e design de materiais.<\/span><\/h3>\n\n\n\n
Oportunidades de melhoria<\/h2>\n\n\n\n
![\"Pesquisa](\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Airline-aviation-airplane-5.jpg\" "\\"Airline")
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Numerous opportunities exist for improvements in the Air Cabin design, layout and experience. The potential for emotional connection through an experience and custom<\/a> cabin design may provide an competitive advantage for airlines and air cabin manufacturers.<\/p>\n\n\n\n
Construindo Conex\u00e3o Emocional<\/h3>\n\n\n\n
People seek experiences and positive emotional connections when they travel. They believe these can help build those connections:<\/p>\n\n\n\n
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- Excelente presta\u00e7\u00e3o de servi\u00e7os (por exemplo, pontualidade, autenticidade, empatia, etc.)<\/li>\n\n\n\n
- Recursos e tecnologias \u00fateis (por exemplo, plugues para dispositivos m\u00f3veis, wi-fi, etc.)<\/li>\n<\/ul>\n\n\n\n
Experi\u00eancias<\/h3>\n\n\n\n
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- As pessoas desfrutam de experi\u00eancias de viagem \u00fanicas, como voar em companhias a\u00e9reas asi\u00e1ticas voltadas para a experi\u00eancia<\/li>\n\n\n\n
- As pessoas tendem a gostar de companhias a\u00e9reas modernas, como a Virgin<\/li>\n\n\n\n
- People prefer customization of experience<\/a> (e.g. movies, food menus, seating choices)<\/li>\n<\/ul>\n\n\n\n
Entrega de benef\u00edcios consistentes<\/h3>\n\n\n\n
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- Os entrevistados desejam uma presta\u00e7\u00e3o de servi\u00e7os confi\u00e1vel de acordo com suas expectativas.<\/li>\n\n\n\n
- Mais comodidades eram desejadas pelo mesmo custo<\/li>\n\n\n\n
- Eles sentiram que obtinham qualidade excedente em companhias a\u00e9reas como Jet Blue e Virgin America pelo mesmo pre\u00e7o ou por um pre\u00e7o inferior.<\/li>\n\n\n\n
- Uma maneira de fazer isso foi criando uma experi\u00eancia e construindo cabines que os priorizassem<\/li>\n<\/ul>\n\n\n\n
Caminhos a seguir para companhias a\u00e9reas<\/h3>\n\n\n\n