How Sociodemographic Attributes Influence Air Travel Frequency and Frequent Flyer Program Perceptions: Evidence from a Cross-Sectional Study
Keywords:
Air travel frequency, Frequent Flyer Programs, Customer relationship management, Sociodemographic attributes, Customer segmentationAbstract
In an increasingly competitive air transport market, understanding customer demographics is crucial for airlines to develop targeted marketing strategies. This study investigates how sociodemographic factors influence the frequency of air travel and Frequent Flyer Program (FFP) adoption. Data from 427 online surveys of travelers aged 18 and above revealed that gender had no significant impact on either travel frequency or FFP adoption (p = 0.796). However, attributes such as age, marital status, ethnic/racial origin, education, and income significantly influenced these behaviors. While education (p = 0.165) and occupation (p = 0.061) showed no direct impact on FFP adoption, they were significant for travel frequency. Interestingly, lower-income groups exhibited a strong inclination toward FFP enrollment despite their lower flying frequency, indicating a tendency for segments with fewer benefits from FFPs to adopt them more readily. These findings suggest that airlines can enhance loyalty and market penetration by tailoring strategies to specific demographic segments, optimizing offerings for diverse traveler needs. The study highlights opportunities for future research into customer behavior and its implications for competitive advantage in the aviation industry.
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