Human Research For Emirates

HUMAN RESEARCH

AIRLINE INDUSTRY

METHODOLOGY• The research was conducted in Saudi Arabia: Jeddah. Following is a snap shot of

the people we hung out with.

– Farhan K. | Frequent business traveler. “Misses his kids when he is away”– Fadi F. | Frequent business traveler. “I hate to miss the soccer matches on Tuesdays”– Thamer F. | Occasional business & leisure traveler. “I have my Blackberry, I’m

connected”– Naseem K.| Leisure traveler. “Cant wait to meet the hostesses”– Ahmed G. | Business traveler. “Its not about the ride; its about the destination”– Kaleem U.Z | Frequent business traveler. “4 flights in 2 days, it’s a slow week”– Mazen B. | Business traveler. “We need to have better meals on longer flights”– Salwa A.R | Occasional business traveler. Frequent Leisure travel. “So much to see, so

little time”– Zeina S. | Frequent business traveler. “I just don’t want to encounter any delays, I want

to reach my destination on time”

The research was conducted through a series of questions aimed at gathering insights into the Aviation industry in general; and specifically on the fears, thoughts and feelings towards the present and future of air travel amongst Business & Leisure travelers.

OBJECTIVES

• The objective of this research is to understand (a) thoughts and feelings of target consumers on the airline industry in general (b) characteristics and perceptions on leisure and business trips as well as (c) their fears and hopes for the future of the airline industry.

CONCLUSIONS

• Practicality and Convenience are main drivers for Business Travelers• Leisure travelers perceive cost and comfort as the most decisive factors• Skywards has become a generic name when referring to millage / points programs• Cost is not directly correlated to travel safety• Environmental Concerns do not affect the travelers decision making process• Advances in technology are perceived to be the major contributing factor to the

future safety of air travel

KEY FINDINGS• Cost is not directly correlated to travel safety

– People feel that the added price tag for standard commercial flights contributes to added-value in services & in-flight entertainment; but does not affect the safety of air travel.

• Safety is regulated on an international standard across all tiers: i.e. NAS (low cost carrier) is perceived to be as equally safe as Saudi Airlines (national carrier)

• “I feel as safe on a low cost carrier as I would on a standard commercial carrier because air travel is heavily regulated”

• “I know low cost carriers are just as safe; but cant help but wonder how exactly you are contributing to an airlines fixed costs when you buy a ticket for $5 USD?”

• “I wonder despite all the rules governing aviation; when you have hundreds of flights coming in and out – are all the necessary safety checks performed routinely?”

• “I choose low cost carriers because I know that the difference in price is just for the extra luxuries that I don’t really need – in-flight movies; meals and so forth”

KEY FINDINGS• Advances in technology are perceived to be the major contributing factor

to the future safety of air travel– People in general feel that the aviation industry today has made drastic

advances in the implementation of safety measures

• People believe that on a yearly basis new advances in technology are making it easier to detect technical malfunctions early on; thus decreasing the chances of a mechanical failure during flight.

• Despite the technical reassurance; almost all respondents still have an inherent fear of air travel. Reason being the lack of control over external factors.

• “I know that statistically driving my car is more dangerous than air travel, but at least I have the chance of survival in an accident. On a plane I have no control on what happens and that scares me”

• “I have been flying for the majority of my life. I still get butterflies in my stomach during take-off”

• “I feel at ease on Saudi Airlines because prior to every flight, verses from the Quran are recited. It makes me feel like I am in God’s hands. Also, the fact that there is no alcohol on the flight makes me feel that I am in an environment that is not ‘haram’ in the event that something is to happen.”

KEY FINDINGS• Practicality and Convenience are main drivers for Business Travelers

– Time is a luxury they don’t have. They live fast paced hectic lifestyles. They have to travel, and travel frequently so comfort and convenience become decisive factors when planning business trips.

• They rely heavily on administrative staff to make their bookings and plan their travel itineraries

• “I have a hundred things running through my mind during the day and don’t want to go through the additional hassle of dealing with agents and making bookings. Anyways, they know more about the procedures than I do”

• “Delays and last minute changes drive me crazy. It effects my entire schedule. Why cant they SMS passengers in advance if there is going to be a delay instead of making us wait around lounges unnecessarily?”

• “I feel like I spend so much precious time on planes and I seek that extra comfort to compensate for it”

• “I look forward to my flight; it gives me the chance for some one on one time with myself. I get to disconnect and dwell on my thoughts.”

KEY FINDINGS• Skywards has become a generic name when referring to mileage / points programs

– People kept using the term Skywards when talking about mileage redemption programs; even though they were not necessarily talking about the Emirates program.

• They get frustrated when the miles redemption process becomes too complex and time consuming.

• “If I can give a piece of advice to a new business traveler, I will tell them to get a miles card and accumulate points.”

• “ I accumulate so many points through frequent travels but when it comes time to redeem them, the procedure gets long and tiring. Almost like they don’t want me to redeem them.”

• “Belonging to a specific skywards program plays a decisive role in my decision process when selecting an airline”

• “One of the best things about frequent business travels means that I get to collect many miles and usually redeem them for tickets I use for personal trips. Great way to save some extra cash”

KEY FINDINGS• Leisure travelers perceive cost & comfort as the most decisive factors

– Especially when travelling with family, cost cutting measures are used extensively with leisure travelers.

• They spend a considerable amount of time seeking the best deals, good offers, shortest routes, whenever they are paying for the ticket out of their own pocket.

• “Booking online is easy and convenient, it really makes a difference to my life”

• “Planning your trip before hand is sometimes more exciting than the trip itself. I’m on vacation before I even leave”

• “The future of online is big and bright”

• “Children are an important consideration when selecting my flight routes, I don’t want to deal with tired kids on a 3-4 hour stop over”

• “Kuwait Airways looks after its passengers, returning from a school trip we faced a 9 hour lay over at the airport with no visa to exit. Kuwait Airways organized lunch and dinner for us and sent magazines and puzzles. Will be forever thankful.”

• “The internet gives me as much updated information as any agent ever”

KEY FINDINGS• Environmental concerns do not affect the travelers decision making process

– People are aware of the necessity for airlines to adopt a more ‘green approach’ for the benefit of our environment. The importance of the environment however; takes a back seat for them when it comes to their personal convenience.

• Is it possible for airlines to adopt a more environmentally friendly approach in the near future?

• “Yes, if not for the change in fuel type, then at least in small things. Maybe stop serving meat on flights. I read somewhere that cows contribute more to the green house gases than the airline industry.”

• “Only if they use a more environmentally friendly fuel, and I do not think this is doable in the near future”

• “Yes, and they should. They cannot keep acting irresponsibly”

• “Given ALL things are equal I will choose a green carrier, but if there’s a difference in price or the timings are not favorable, then I have no incentive to change”

KEY FINDINGS• How can Airlines improve the air travel experience?

• “Bring back the human touch to air travel. It feels so impersonal when I fly these days. I don’t feel that they genuinely care beyond what I pay for my ticket.”

• “I fly business class frequently when traveling for work; however when I travel with my family, we fly economy because I cant afford to pay business class tickets for 5 people. It really bothers me to experience such a different level of ‘human’ service.”

• “Easy access to the internet and connectivity is a service I would love to see on board. It will help time pass by and I can also get a lot of work and emails done.”

• “Treat passengers like friends; it’s hard I know but it makes the overall experience so much more pleasant. Cabin crew today are so impersonal like zombies.”

• “ I don’t want to feel guilty when I ask for a soft drink after the meals are collected. I pay a lot of money for my ticket and sometimes they look at you like you just asked for a pot of gold.”

• “I am easily nauseated from the strange smells and odors that fill the cabin.”

KEY FINDINGS

• How do you see the future of the Airline Industry?

• “Go Green, with the rising cost of oil, airlines cannot remain competitive”

• “I’m curious and excited to see what’s going to happen in the future. 15 years ago the idea of a personalized entertainment system was unthinkable, however now it has become the standard”

• “Looking forward to the luxuries of the A380 double-decker”

• “Faster processing times. Some airlines have already adopted measures to cut waiting lines at airports by finishing up some of the paper work before the flight”

• “Improved safety, and more thorough security without the added time”

• “The world is becoming smaller, everyone is traveling more frequently, for further expansion cist will have to go down”

KEY FINDINGS• What are your thoughts & feelings about Emirates?

• “I don’t fly Emirates from Saudi because they connect flights, which means that the flight is full of labor workers. I prefer Saudi Airlines because they operate direct flights to destinations and as such don’t usually have expat laborers on such flights”

• “I fly Emirates when travelling to the UAE because on Saudi Airlines they don’t let me travel without my husband’s approval. Sometimes this rule is enforced, while other times it’s not. Very confusing so why go through the hassle?”

• “Very respectable company and image with a well maintained flight and crew”

• “I like this airlines because of their worldwide routes, which helps me to benefit from earning miles”

• “The service has gone down significantly compared to earlier years”

KEY FINDINGS

• Outside of the Airline Industry; What would you name as a World Class Service or Brand?

• “Toyota, their 24 hour express maintenance and their friendly human service makes this mundane task more enjoyable”

• “Blackberry, I can be connected to my friends, work, and family where ever I am”

• “Quintessentially - concierge service, wherever I am I can get a booking at a restaurant, club, hotel, whatever my business needs are”

*Toyota was the most identified brand with world-class service

REGIONAL BRANDS THEY TRUST

N.B. No Low Cost Carriers were identified

How they feel about flying

Thank You