The Need

Airbus wanted to better understand Asian consumers’ attitudes towards comfort and service when flying in economy class. They wanted to use the research to uncover future trends that could inform company strategy both in terms of marketing and aircraft production.

Our Approach

We conducted online quantitative research amongst regular economy flyers in 8 Asian markets (China, Japan, Thailand, India, Malaysia, Indonesia, Singapore and Vietnam) to examine current and future flying trends. The research also profiled different types of passengers and better understand their behaviour and expectations on-board.

The Outcome

The research formed the core of their global travel trends report which was used to inform their business strategy and provide a better understanding of what flyers will demand in the future. It also positioned the brand as an opinion leader amongst key stakeholders and the wider airline industry. It also won the ‘Best Use of Insight’ award at this year’s PR Moment Awards.