This study on Airlines was conducted online between January 20th and 27th, 2016, as the second wave of data (“Wave 2”) for the longitudinal survey of Brand Awareness Tracker – Airlines. Altogether, 1241 individuals were invited to participate in this survey through email invitations in Wave 2. In total, 138 business professionals who reside in the United States responded to the survey, yielding a response rate of 11%. Of all Wave 2 respondents, 55% are travel buyers and 45% are suppliers.
So far, the Airlines Brand Awareness Tracker is comprised of two waves of data. The first wave took place between August 19 and September 15, 2015, during which 252 participated in the survey for a 9% response rate. Overall findings of Wave 2 and comparisons between Wave 1 and Wave 2 are presented in this report.
In general, readers should exercise caution when extrapolating or generalizing quantitative findings with fewer than 30 samples, as they may not represent the greater population of business travel professionals. Due to rounding, percentages may add to more or less than 100%.
Overall, Delta Air Lines (84%), American Airlines (69%), and United Airlines (65%) are by far the top-three airline brands with noticeably high unaided brand awareness, as a sizable majority recall these three companies without prompting when asked which airlines comes to mind for business air travel. Along with the remarkably high brand awareness, these three airlines also scored high on the net impact rating, with Delta Air Lines taking top ranking for both ratings (Delta: +79; American: +44; United: +38).
Despite not being on the top of most of the respondents’ mind as airlines for business travel, Turkish Airlines (1%), Avia...
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...fewer say Korean Air (8%), Turkish Airlines (7%), and Avianca (6%) are preferred. While those who mentioned Delta Air Lines (-6 percentage points) and United Airlines (-4 percentage points) as preferred air travel providers of their companies dipped, the percentages of respondents saying Avianca, Korean Air, and Turkish Airlines are their companies’ preferred choices slightly climbed (+3, +2, +1 percentage points, respectively).
Aside from the six listed airline providers, 79% in Wave 1 and 61% in Wave 2 also mentioned a variety of airlines that their companies prefer. Interestingly, among those who say their companies prefer “other” airlines, 37% in Wave 1 and 38% in Wave 2 say the Southwest Airlines is the first choice for their companies.
Both the median travel spends for Wave 1 and Wave 2 surveyed buyers in the year past fell between $20 and $30 million.
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