The airlines consumers admire aren’t always the ones they book
When it comes to booking a flight, considering an airline and actually purchasing a ticket are very different things. Around half of consumers who consider booking with budget airlines like Ryanair and Wizz Air ultimately follow through, compared with fewer than one in three for premium carriers like Virgin Atlantic and Emirates. While premium airlines may capture consumers’ aspirations, budget carriers are often the ones that turn consideration into a confirmed booking.
This booking pattern becomes even more striking when we look at how consumers actually perceive these airlines. Two thirds of consumers see Emirates (67%), Virgin Atlantic (62%), and Etihad (59%) as better than most or among the best airlines available. By comparison, fewer than half say the same about Vueling (43%), Ryanair (40%) and Wizz Air (35%).
There is a clear divide between how low-cost and premium airlines are viewed – yet it is these same budget airlines that see the most conversions, turning consideration into bookings. Interestingly, it appears that the brands consumers rate most highly are not necessarily the ones they choose.
So what, then, is driving the final booking decision?
Fares are easier to compare than experiences
Consumers don’t make booking decisions based on aspiration alone. While interest in premium airlines is genuine – and travelers recognize the difference in quality between airline tiers – admiration does not always translate into action when it comes time to click ‘purchase’. So what ultimately drives the decision?
The answer lies in what travelers value most at the point of booking versus what they appreciate after the journey begins.
Among Ryanair, easyJet and Wizz Air’s happiest customers, one factor stands out above the rest: value for money. For Emirates and Virgin Atlantic customers, however, satisfaction is shaped by the wider experience – from communications and service to the onboard product – with no single factor outweighing the overall package.
The difference comes down to what travelers can evaluate before they make a booking. Value for money is tangible: fares, routes and included amenities are visible upfront, easy to compare and simple to act on. By contrast, factors like service quality, brand experience and the onboard product only become apparent after the booking has been made.
This gives budget airlines a powerful advantage at the moment of decision. Their strongest selling point is also their most visible one – something travelers can immediately understand, compare and justify when choosing where to spend their money.
See where the gap sits for your brand
For marketers, the airline industry illustrates a broader truth: strong brand consideration doesn’t always lead to conversion. Understanding where customers drop off – and why – is essential for turning interest into action.
BrandVue tracks consumer sentiment from consideration through to action, helping brands identify where consideration fails to become conversion and uncover the factors influencing purchase decisions.
Ready to explore where your brand sits? Get in touch with the team.