By Stefanie Gilmore, VP, Head of Strategy For North America at Design Bridge and Partners
Whether you’re a frequent flyer or someone who treats a holiday as a rare luxury, travel decisions have traditionally been shaped by two things: price and perks.
Given ongoing economic uncertainty, you’d expect this trend to continue. In 2025, the World Travel & Tourism Council (WTTC) reported that more than 50% of consumers cite cost as the most influential factor in their travel purchasing decisions. Factor in the various benefits associated with loyalty—from upgrades to lounge access—and it’s easy to see why airlines have historically prioritized these areas.
But the reality is far more complex, and increasingly unstable.
Rising oil prices, coupled with broader geopolitical pressures, have pushed fares up in recent months, with international economy tickets increasing by more than $200 on average. At the same time, patience with the airline experience is wearing thin. The American Customer Satisfaction Index (ACSI) reported a 4% drop in satisfaction between 2024-25. Not a dramatic decline on paper, but one with significant impact further downstream.
Layer on top the evolution of the K-shaped economy, now resembling something closer to an “E-shape”, as middle-income travelers begin to feel the same financial strain, and it’s clear that airlines can no longer simply stay the course. There is a growing audience of customers who feel underserved and underappreciated.
But what’s really causing this turbulence?
All Roads Lead to Friction
For too long, airlines have focused on the parts of the journey they can most easily control. The size and material of the seats, the products sold in-flight, the appearance and demeanor of staff. These remain valuable touchpoints. But they don’t address the root issue.
Namely: the journey begins long before passengers step onto the plane, and it continues to be riddled with moments that frustrate, confuse, and cause stress.
Some of these, admittedly, sit outside airline control. Traffic en route to the airport. The layout of security. Inconsistent screening requirements. Others have simply become accepted as part of the status quo—the slow-moving, endlessly winding queues at the gate or the anxiety of securing a precious overhead locker space.
Individually, these may seem like minor inconveniences. But together, they define the experience. They shape perception just as powerfully as any upgrade or perk, particularly for travelers who feel they’re paying more for less.
Compounding this is the fact that consumers are more empowered than ever before. They are accustomed to seamless, intuitive experiences across retail, finance, and entertainment—and now expect the same from travel. Armed with comparison tools, apps, and AI-powered agents, they can move between providers with ease.
The result? Loyalty is becoming increasingly fragile.
84% of leisure travelers openly admit to “gaming” loyalty systems, while 57% of those with a preferred airline, hotel, or online travel agency have booked elsewhere. Also worrying is the fact that traditional loyalty schemes are losing relevance with younger audiences. Less than two-thirds of Gen Z travelers are using these programs, compared to 89% of Baby Boomers.
Traditional Premium is Losing Altitude
Some airlines will argue that shortcomings across the journey are offset by premium experiences. More comfort. More exclusivity. More space.
But these touchpoints aren’t exempt from the same underlying issues.
Take airport lounges. Designed to offer respite from the chaos of the terminal, they increasingly fall short of expectations. Overcrowding, inconsistent quality, and hidden fees have become common complaints fueling travelers’ dissatisfaction. It’s no surprise that consumer group Which? found that only two out of 25 UK airport lounges reviewed were considered worth the money.
What’s more, access to these spaces is often negotiated by third parties, such as credit card providers. This means that the brands delivering the experience aren’t always the ones benefiting from it. In these cases, the lounge doesn’t build loyalty for the airline, but reinforces loyalty for the ecosystem that opened the doors.
In short, airlines need to look beyond the levers they’ve historically pulled to differentiate themselves and build meaningful relationships with travelers.
Plotting a Smarter Course
The answer for airlines isn’t to think bigger, but to think smarter. Low cost, high impact interventions that solve problems before they arise can deliver value and shape perception, without forcing brands into a complete strategic overhaul or significant investment.
That starts with a shift in mindset, from reactive service to proactive reassurance. Rather than fire fighting problems as and when they emerge, airlines should anticipate them, removing stress before it has the chance to build.
Airport security is a prime example. While airlines cannot influence TSA processes or local regulations, they can help passengers navigate them. Requirements vary widely from airport to airport, from whether laptops must be removed to how liquids are handled, creating confusion that often escalates into full-blown panic.
A simple, well-timed message—“please allow additional time for security and remove all electronic items from your bag”—can eliminate the guesswork entirely. A small intervention, but one that provides clarity and signals care.
And this support doesn’t have to begin at the terminal. Collaborations with ride-share providers such as Uber or Bolt could help passengers account for traffic conditions and rising transport costs, two long-standing pain points that sit just outside the airline’s traditional remit.
Another universal problem that remains largely unaddressed is the boarding process itself. There’s a reason passengers flood to the gate long before their seat is called: fear of not securing space for their carry-on luggage. While they hope to avoid the frustration of checking their bags at the last minute, many are left scrambling to retrieve their essentials for the flight before it’s too late.
This presents a clear opportunity to rethink the experience. By allowing passengers to reserve overhead locker space in advance (either via mobile or web app, or at the check-in desk), or providing simple contingencies—like a branded tote bag for those unexpectedly left in the lurch—airlines can unlock peace of mind at a time when nervousness often thrives unchecked.
Who Will Go the Distance?
This is the final call for airlines that want to differentiate themselves in the modern travel landscape. It doesn’t matter how much legroom you offer, or how well your complimentary eyemask blocks out light. Perks alone will only get you so far. To build a connection with the travelers of tomorrow, you need to understand that they value seamless experiences over material benefits.
Allow friction and unnecessary stress to fester, and it won’t be long before their heads are turned by competitors. It’s the airlines that create journeys that feel considered and human that will find themselves on cloud nine.
