Travel Patterns and Service Preferences of Americans Flying to Europe

The vast majority of all respondents have flown before, and a fair proportion have been to Europe by air. Great Britain was the most popular destination. A surprisingly large proportion of the market is making plans to fly to Europe within the next year. To the passengers, the most important services appear to be those that offer some kind of assurance or guarantee. Marginal frills and free offerings are the least important service items. Most market segments ranked the major service items the same way, ostensibly simplifying the airlines’ marketing task. To the general market, price seems less of a concern than the availibility of certain services. These and some other findings could have a significant bearing on the airlines’ European marketing strategy.