Passengers Go DIY as Self-Service Increases in Popularity

check-in at self help desk in the airport

A survey by SITA reveals that an increasing number of travelers are utilizing self-service technology, with many actually preferring to avoid face-to-face interaction with a human agent.

According to new research by the Société Internationale de Télécommunications Aéronautiques (SITA), air passengers are increasingly opting for self-service solutions to satisfy their travel needs.

The results of the 2016 SITA Passenger IT Trends Survey, released at the organization’s Air Transport IT Summit in Barcelona earlier this week, reveal an uptake in travelers utilizing this kind of technology versus receiving assistance from a human agent. The findings revealed that, of those who used self-service technology at any stage of their trip, 91 percent were likely to do so again. This figure holds true even if a traveler’s self-service experience was less than satisfactory.

ATWOnline relayed the results of the survey, which stated that these travelers, “tend to try an alternative [facility] … rather than revert to human contact.”

For making initial bookings, the use of self-service technology was prevalent, with 92 percent of passengers using websites, apps and airport kiosks to purchase tickets. The survey noted that 43 percent opted for self-service check-ins.

Good levels of satisfaction were obtained by passengers who opted for self-service. However, the introduction of human interaction in security screening, immigration procedures and bag drop appeared to negatively impact satisfaction levels. As the study explains, these are processes where self-service technology is of “a limited role.”

SITA’s survey also reveals that satisfaction increases again during the pre- and on-board stages of a flight, dipping once more at baggage collection.

Passengers utilize self-service tech differently and SITA’s findings have categorized travelers into four broad groups. It found that 34 percent surveyed were “careful planners.” Fourteen percent were described as “hyper-connected,” those who preferred to remain in control of their journeys, and another 14 percent were classed as “pampered.” These were travelers who are careful to take advantage of status or points-based services. A final 9 percent were classed as “open-minded adventurers,” who tend look for both bargains as well as memorable travel experiences.

There is, the findings stress, no singular solution to meet the varying needs of travelers, but in the overall sense, the study found that 85 percent surveyed said that their last travel experience was positive.

[Photo: Getty]