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4 Factors That Lead Airlines to Soar to New Heights

June 2018 – October 2018
Category Analysis – Low-Cost Airlines
Regions: Malaysia

The global low-cost airlines market is expected to reach $207,816 million in 2023, which represents a CAGR of 8.6% for the period 2017 – 2023.  The rise in economic activity due to increase in purchasing power of consumers, increase in travel and tourism activities, urbanization, lifestyle changes, consumers preference for ease of travel with non-stops and low cost flights added with increase in e-literacy leading to online booking has led to an overall increase in travel industry.

The online user conversations reveal interesting insights into consumer preferences and their dislikes. This report offers an in-depth analysis of the low-cost airlines market in Malaysia to identify the potential investment opportunities. The emerging trends are discussed in detail to determine the potential of low-cost airlines market and to gain stronger market foothold.


The analysis is based on customer reviews and conversations online in the segment. The analysis results presented are completely unbiased and not based on any subjective judgement.

The source data used for the analysis are user conversations available publicly online like public forums and social media.


Total number of customer conversations

Top 4 Adoption Drivers 

Adoption drivers are the factors that drive the consumer to adopt a product in a given category.  Consumer perception plays a vital role in the consumption behavior thereby affecting the demand for a product. Hence it becomes a key factor for a manufacturer to understand the adoption drivers. A manufacturer must understand the likes and dislikes of his customers to be successful marketer.

Through a detailed analysis of 40,981 online consumer conversations, Clootrack has listed down the top 4 adoption drivers that consumers consider while booking low-cost airlines in Malaysia.

In this report we have presented the relative significance of each adoption driver in the form of a graph that can be used to compare the degree of importance consumers attach to various factors.

Below are top 4 Adoption Drivers: 

1.Quality  of the Airline Service

Customer conversations reveal that airline service quality affects the adoption of particular airlines by customers.  

Consumers are put off when there is a shortage in pilots that can lead to cancellation of flight routes. Consumers are expecting the best on-time arrival rate with flights maintaining schedule.  Other areas where consumers expected high quality was in the meals, hygiene and multimedia entertainment.

Customers are asking for options to reserve their seats online, either at the time of booking, or when they perform online check-in. Consumers are looking forward for full service airline that can offer passengers comforts such as checked baggage, blankets and pillows, recliner seats and more leg room. The user conversations suggest clearly that those low-cost airlines should maintain service quality as it tops the chart of adoption of airlines.

2. Size of the Seats

Many times, consumers feel that it’s not worth to forego a comfortable seat in exchange for any offers or discounts. They give a high prominence for the seats that are like business class seats with very good legroom. Consumers feel that one or two extra inches of seat pitch (distance from one row to the next) can make a huge difference in comfort and productivity. Consumers are now adding seat preference as one of their main search criteria along with date and destination while choosing the seats. can come handy to find information about the seats where you can select a flight and browse airlines and their seat maps.

3. Demand for Flat Seats

As per market research, 67 percent of consumer feels it’s important to have seats that fully recline.

When it comes to booking a flight, it is not just about the destination and food and the customer service. A lot of it depends on the seats. Consumers are asking for seats that can be fully converted into beds. Consumers who are mostly on long-haul flights can immediately hit the ground running, instead of spending the next day in recovering from a sleepless flight on the seats that did not offer flat beds. Flat beds can fully recline and come to a horizontal position giving the customers the most comfortable sleep.

When it comes to flat seats, consumers like to see airlines give them privacy and space, that remind the passenger of the comforts of home.

4.Punctuality of Airlines

According to a survey report, the most punctual airline in the world is Latin American airline Copa Airlines with 89.79% of flights on time.

With a high rate of competition in the aviation industry, one factor that can set apart one airlines from the other is the on-time performance of the flights.  Consumers are rating an airline as the best, based on their punctuality.  

Consumers do not wish to spend hours drifting around in a duty free shop just because of a delayed flight. Airlines have to take care of computer glitches, airline rush hours, aircraft maintenance and conveyor belts that could lead to a larger delay.

Brand Equity

Consumer perception, which is a combination of knowledge and experience, towards a brand and its products, builds brand equity. The perception that a consumer segment holds towards a brand directly results in either positive or negative effects. Brand equity is an indicator of the company’s strength and performance, specifically in the public markets.

Download the detailed report for free to get to know the brand names in the below chart. The detailed report also covers list of features that delight users and several other interesting insights.  



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Top 4 Emerging Trends Based On Online Conversations

As more and more people choose to fly, airlines have gone extra mile to enhance the passenger’s experience, loyalty, and satisfaction by offering low-cost flights, a variety of entertainment, better seats, better connectivity, and much more facilities. 

Air travel experience starts from the time the consumer starts to search flights and goes beyond landing. Factors such as the higher competition and rising consumer demands are changing the way airlines do business.  The emerging trends in this industry are pushing airlines to prepare itself to embrace the latest developments in the industry.

Here are 4 trends that are driving the airlines story in the future?

1.Through Check in

Through check in happens when your boarding passes and baggage tags are issued on check-in itself, up to your final destination. Consumers prefer to have airlines that are upgraded to give passengers a comfortable journey.

Consumers travelling want to save time and the hassle of checking their baggage as they end up wasting time in collecting their bag and re-checking it. Consumers might as well prefer to book flights that take care of through check in.

2. Bid And Buy For Services And Upgrades

Many airlines offer a way to compete for unsold premium cabin space by bidding for it. The bidding process offers people who have already booked tickets to bid for an upgrade. When a bid is successful, most airlines give the consumers certain perks and benefits of the upgraded class such as lounge access and extra baggage allowance.

Consumers want to see airlines to offer more of such bids for upgrades that allow them to move from economy to premium.

3.Better Loyalty Management

Loyalty programs encourage customers to fly their favorite airline that otherwise might not be their best choice for a trip.  

Airline customers like to accumulate miles for which they go extra way to book the tickets with a particular airline. Some airlines are offering onboard programs such as redemption choices for example, a glass of champagne for 500 points or Wi-Fi access for 1,000 points.

Consumers are considering the loyalty programs as one of their main criteria for booking with airlines.

4. Bundled Airport Facility Offers

A complete passenger experience including airlines and airport service performance is very critical and emerging as an important trend. The airport facility offers should include additional facilities and improvements to enhance passenger safety, security and cargo movement.

Airline lounges should provide facilities such as hot showers, food and beverage and a place to rest or do work without any additional charge.

Detailed Report

Do you want to know the positive words that consumers are using in their online conversations about airline brands? Learn more about the factors that delight customers, brand wise positive and negative keywords and much more.

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