航空旅行市场研究：重新思考飞机客舱

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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.

SIS has conducted extensive research with travelers over the past 40+ years.  This article discusses general opinions and attitudes, as well as some consumer thoughts on improvements.  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.

In-Cabin Experience:  American Perspectives

The United States has long had a fascination with flight.  Air travel fits well in the American cultural experience and history.  Consider the following:

• 移民通过陆路、海路和空路抵达美国。
• 美国人搬家和搬迁住所的可能性比世界其他地区的人们高出许多倍。
• 航空旅行长期以来一直与自由、自由流动和独立联系在一起。
• 美国人将莱特兄弟的飞行发明视为骄傲。
• 美国总统常常站在空军一号前创造国家历史。
• 历史上的一些关键转折点都与航空有关：珍珠港爆炸案、9/11事件和兴登堡号坠毁事件。
• 热门电影和电视节目，例如《翼》、《24小时》、《飞行计划》、《迷失》、《在云端》、《欲望都市》以及其他真人秀经常涉及航空旅行。
• 美国文化强调自由、个人主义和独立。
• 相对于其他文化，美国社会倾向于对新产品更加开放，并且不屑于飞机等受控环境中的权威。

美国影响航空旅行的变化

The United States is also undergoing demographic and technological change.  An ageing American population faces different vision, mobility, hearing, limb extremity, and back-pain challenges on aircraft.  New security procedures have been added amid recent terror fears.  Delays and storms continue to disrupt travel plans.  Rising fuel costs strain airline profitability, encouraging cuts in service and additional charges.  Charges for checking bags have tended to cause passengers to stow more heavy luggage in overhead bins.  New charges exist for previously-complimentary services (e.g. headsets, meals, etc), which impact the customer experience inside Air Cabins.

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 devices are impacting how people fly and behave on aircraft.

美国人对飞机客舱的看法

When asked about in-cabin experience, people largely have negative perceptions of the flight experience.  Stories can range from the humorous stories to horror stories.

主要客户体验痛点：

• 机舱不适
• 行李费和耳机等小件物品费
• 机上服务
• 同行乘客

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.

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.

In one study, respondents contrasted today’s 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:

• 个性化护理
• 奢华感
• 飞行途中的优雅
• 感知清洁度
• 注重细节

People desired to enjoy flight again (as in past decades).  They mentioned positive experiences meaningful to them. Some factors that made those experiences successful:

• 拥有可识别的“体验”（例如乐趣、娱乐、亚洲航空的热情款待、所有商务舱体验）
• 优质材料
• 可定制的体验（例如电视机、Wi-Fi）
• 更多空间和便利设施
• 迷人的灯光

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 情感联系 通过积极的体验、客舱布局、特色和材料设计与旅游品牌进行沟通。

改进的机会

Numerous opportunities exist for improvements in the Air Cabin design, layout and experience.  The potential for emotional connection through an experience and custom cabin design may provide an competitive advantage for airlines and air cabin manufacturers.

建立情感联系

People seek experiences and positive emotional connections when they travel.  They believe these can help build those connections:

• 出色的服务交付（例如及时性、真实性、同理心等）
• 有用的功能和技术（例如移动设备插头、wifi等）

体验

• 人们喜欢独特的旅行体验，例如乘坐以体验为导向的亚洲航空公司的航班
• 人们往往喜欢维珍等时尚航空公司
• 人们更喜欢定制体验（例如电影、菜单、座位选择）

提供持续的福利

• 受访者希望能获得符合他们期望的可靠服务。
• 希望以相同的成本获得更多便利设施
• 他们认为，在捷蓝航空和维珍美国航空等航空公司，他们可以以相同甚至更低的价格享受到更优质的服务。
• 实现这一目标的方法之一是创造一种体验，并建造优先考虑这些体验的小屋

航空公司的前进之路

• 设计思维
• 产品和服务共同创造
• 在线社区和在线客户参与
• 最佳实践研究与培训

我们的纽约工厂地址

纽约州纽约市东22街11号2楼 10010 电话：+1(212) 505-6805

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