We all know someone who can find a flight for half the price at just the right time, with all the right perks. But how do frequent flyers actually do it? What shapes their decisions and why do they keep going back to certain platforms or airlines?
Objective
We set BoltChatAI on a mission to explore how frequent flyers in the UK book their flights, what influences their platform choices and which factors ultimately shape their loyalty.
Through conversational interviews, we uncovered how this group discovers flight deals, compares options and balances price with convenience in a rapidly shifting travel landscape.
Audience & Methodology
We engaged travellers in the UK aged 21 to 35 who fly at least three times a year, ensuring insights that reflect real behaviours, preferences and digital habits from seasoned, price-savvy travellers.
Preference for Comprehensive Platforms
Unsurprisingly, price dominates the decision-making process. Travellers in this group are laser-focused on securing the best deals…and many are willing to shift dates, change destinations or choose budget carriers to save money.
For short-term trips, budget airlines like Ryanair are common picks. But for longer flights, the comfort and reputation of traditional carriers start to matter more. While cost is the initial filter, reliability still has its place.
Importance of User-Friendly Mobile Experience
Platforms like Skyscanner and Booking.com are clear favourites. Travellers love having everything in one place; flights, hotels, shuttles and even breakfast add-ons. They want the full picture upfront, with direct comparisons that make decisions faster and easier.
The convenience of being able to search, compare and book without jumping across sites is key, especially when time is limited.
Price as the Primary Decision Driver
When it comes to booking, preferences are mixed. Many love the speed and ease of mobile apps, especially those that save details for quick checkouts and offer options like Apple Pay. But others continue to rely on the desktop experience, preferring a larger screen for comparing tabs, flight times and airline options side-by-side.
Loyalty and Rewards as Incentives
While most travellers prioritise price, they’re not immune to perks. Loyalty programs, member discounts and saved preferences help bring travellers back. If a platform or airline rewards consistency, there’s a high chance of repeat bookings.
Customer service, too, plays a big role. One poor experience, especially during disruptions, can push even the most loyal user to switch platforms.
The Tricks of the Trade
This group knows how to play the system. Many travellers book midweek or outside school holidays, use price tracking tools like Google Flights and watch for sudden drops. Some even change entire destinations if the price is right.
It’s not just about the savings. It’s the quiet satisfaction of knowing you’ve played the game well and found a fare that others might miss.
Curious to explore the full report? You can access it here!
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