Fare Grouping + Highlighting Top Itineraries. RESEARCH REPORT - JULY 2024. 

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Fare Grouping + Highlighting Top Itineraries

Research Objectives To understand user preferences and challenges in comparing flight itineraries and improve the presentation of key criteria. Key questions: User behaviors and preferences in flight searches? Main challenges in selecting flights? Interpretation of "Top Itineraries" tags? Desired additional tags for itineraries?. 

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Research Objectives To understand user preferences and challenges in comparing flight itineraries and improve the presentation of key criteria.
 Key questions: User behaviors and preferences in flight searches? Main challenges in selecting flights? Interpretation of "Top Itineraries" tags? Desired additional tags for itineraries?

What Method Did We Use?. HOTEL REVIEW FORM (HBOW). 

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Survey Result. HOTEL REVIEW FORM (HBOW). RESEARCH REPORT. 

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[Audio] Participants Demographic Which of the following best describes you? What is your age group? What is your nationality? Which country are you currently living in? How often do you book flight online?. 

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Fare Grouping + Highlighting Top Itinerary

[image] Multiple times a month
Once a month
Few times a year
Twice a year

[image] It*s
Saudi Arabian
paki stan.
Others

[Audio] RANK - When searching for flights, which factors do you consider most important?
How do you typically narrow down your flight options when searching for a flight? (Select up to 2 answers )
What difficulties do you face when searching for flights? (Select all that apply). 

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Flight Selection: User Behavior and Hurdles

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th e most affordable optiorg
use strWghtawüy narrow
down my
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Factors users consider Most Important when selecting a flight

Majority of users narrow down flight options using sort by the cheapest (74%), while some users use filters immediately (32%) or manually review the top results first (31%)

User’s pain point when selecting flight options

Most users struggle with the time-consuming process of finding the right flight (40%), the difficulty in comparing flight details (37%), and overwhelmed by the abundance of flight choices (34%)

[Audio] Which features do you find most useful when comparing flight options in search results? (Select all that apply)
RANK- How would you like flight itineraries to be organized? (Please rank the options in order of preference). 

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Users prefer flight  itineraries organized by factors they consider important, as rank order reflects their priorities

Organized flight groups (60%) and special label tags (39%) are regarded as the two most helpful features by users

[image] Organized woups of flights
Special labels on flights
Prefer to cornpare flights manually,
extra features
Easy•tc-use and advanced filters
Suggestion s ba sed previous searches

Preferred Organization for Flight Itineraries

Most Useful Features for Comparing Flight Options in Search Results

Takeaways Show information about the flight price and duration to help users make quick decisions, as these are their priorities for the organization

Fare Grouping + Highlighting Top Itinerary. RESEARCH REPORT. 

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User Understanding of Factors Determining the "Best Value" Tag

Other: Seat Comfort・Number of Stops・Cheapest Price with Advanced Booking・Best Services・Arrival Time

While most users are clear about the tag (67%), some users distrust its reliability due to concerns about potential price increases or suspecting it to be an ads (10%)

User Understanding of Factors Determining the "Cheapest Direct" Tag

Price (44%), flight duration (23%), and number of stops (16%) are perceived by users as the most key criteria in determining the 'Cheapest Direct' tag

While most users are clear about the tag (79%), some users distrust its reliability due to concerns about potential price increases or suspecting it to be an ads (3%)

Price (53%) and Flight Duration (21%) are perceived by users as the most key criteria in determining the 'Best Value’ tag

Arabic users perceive price alone (56%) as the dominant factor for the "Best Value" tag, while English users consider both price (51%) and flight duration (32%)

Takeaways Define ‘best value’ by price and duration to align with users' perception and priorities Consider to use the Arabic translation for 'best flight' (أفضل رحلة)  to avoid Arabic users perceiving price as the sole consideration

Takeaways Although users don't have major issues with understanding this tag, it is uncommon in the market, as none of the 8 competitors using a tag approach utilize it

Fare Grouping + Highlighting Top Itinerary. Additional Requested Tag. 

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Other*:  Self-Transfer ・Same Day Flight ・On-Time Performance・Potential Hidden Charges

The 3 most suggested tag by users that would make comparing flights easier and more helpful for them are Fastest Flight/Routes (23%), Baggage Allowance (10%), and Early Arrival (8%)

[image] Fastest F*VRoute
Direct Flight
eSt Laytwer Duration
Great for

Takeaways Consider to utilize fastest tag as duration is top 2 users priorities Consider utilize the baggage allowance tag to help users make their choice, as it has been mentioned several times in previous research (link)

[Audio] Frequent Flyer: >5 times/year
Moderate Flyer: 4-5 times/year
Occasional: <4 times/year. 

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Flight Selection: User Behavior and Hurdles Users prioritize price and flight duration when selecting flights. Most users narrow down options using the 'sort by cheapest' feature (74%). Many users struggle with: The time-consuming search process (40%) Difficulty in comparing details (37%) An overwhelming number of choices (34%) Comparing Flight Feature Preference Organized flight groups (60%) and special label tags (39%) are the most helpful features. Users prefer flight itineraries organized by their priorities.
 Tag Understanding & Suggestion Key criteria users perceived for tags: 'Best Value': Price and flight duration (50%) 'Cheapest Direct': Price, flight duration, and number of stops (59%) Most suggested tags for easier comparisons: Fastest Flight/Routes (23%) Baggage Allowance (10%) Early Arrival (8%)

Recommendation. Fare Grouping + Highlighting Top Itinerary. 

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[Audio] Additional confusion: Airline → cheapest direct screenshot. 

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Survey Questions and Analysis Review of Highlighting Top Itineraries 24

PowerPoint Presentation

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Participants Demographic
 
Which of the following best describes you?
 
 
What is your age group?
 
 
What is your nationality?
 
 
Which country are you currently living in?
 
How often do you book flight online?

avatar

rank  When searching for flights
 which factors do you consider most important?
How do you typically narrow down your flight options when searching for a flight? (Select up to 2 answers )
What difficulties do you face when searching for flights? (Select all that apply)

Which features do you find most useful when comparing flight options in search results? (Select all that apply)
rank How would you like flight itineraries to be organized? (Please rank the options in order of preference)

 Takeaways Consider to utilize fastest tag as duration is top 2 users priorities Consider utilize the baggage allowance tag to help users make their choice, as it has been mentioned several times in previous research (link)

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Frequent Flyer: >5 times/year
Moderate Flyer: 4-5 times/year
Occasional: <4 times/year

Additional confusion:
 
Airline → cheapest direct screenshot

 Survey Questions and Analysis Review of Highlighting Top Itineraries 24

PowerPoint Presentation

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