The airline industry is in rather difficult spot, with travel being down by a massive amount and without it being clear when things will really return to normal. But of course, travel and transportation by airlines will come back, and how the industry responds will be key. It will need to need to focus on restoring confidence, while continuing to improve on the operational side, as the release notes.
Among the highlights:
- Value is a key differentiator for highest-performing airlines: In the midst of the pandemic, many airlines have waived change and cancellation fees. These fees have a notable effect on customer perception of ticket value. When it comes to customer perception of value for money, the highest-performing airline rates 6.33 (on a 7-point scale) vs. an industry average of 5.68.
- Passengers seek transparency/details on how airlines will protect them: Based on additional J.D. Power research conducted April 17-19, leisure travelers list the following as the two most important actions that airlines and hotels can take to make them feel safer: informing travelers of specific cleaning/sanitization actions they are taking (38%) and provide daily updates on the state of the pandemic in the area they will be visiting (37%).
- Improving staff scores will play an important role in recovery: Passenger satisfaction scores related to courtesy/friendliness of crew and staff knowledge have been improving consistently during the past five years. As airline staff will play a key role in delivering passenger safety information and reassuring passengers of the steps the airline is taking to reduce exposure to COVID-19, airlines must strive to further improve these scores.
- Getting basics right still matters: While the travel industry is fixated on COVID-19-related issues, it remains important to get the basic operational details right. Currently, the most common reasons passengers cite for selecting an airline are that it offers a direct flight (55%); the passenger had a good past experience with that airline (47%); and the passenger is a rewards program member (42%). The most commonly cited reason given for not selecting a preferred airline is price (40%).
- Perhaps the most important point in light of all that's happening is passengers seeking clarity and info on how airlines will protect them, something which was discussed in more detail in supplemental research conducted in April. On this point, travelers want specific, clear information on what sanitization measures are taking place and what incidents are happening in the areas they are visiting.
The rankings were divided into long-haul and short-haul flights. In the long-haul category, Southwest Airlines ranks highest in customer satisfaction, with a score of 826. In the short-haul category, Southwest Airlines rank highest in customer satisfaction, with a score of 839. Scores are out of 1000 points.