Generation Alpha/Generation Z, Millennials
The future for the airlines simply has to be digital to reflect the way of life of our younger generations.
By the end of this decade, digitally-equipped and savvy Generation Z (those born between the late 1990’s and early 2010’s), is forecast to become the largest global airline passenger group, and they need urgent attention. Meanwhile, long-time, tech-obsessed Millennials (aged between 24 – 37) already make up about a quarter of the world’s population. Their children – Generation Alpha – are automatically immersed in the digital world.
The airline industry’s original foray into tech saw seat back screens installed across thousands of aircraft. But those that remain in place will be largely redundant because their original purposes have been outmoded and people will simply not want to touch them in the COVID-19 era.
The new generation of air passengers are already bringing multiple tech gadgets on to planes and they want – and expect – to use them inflight. They have digital needs which extend far beyond binging a box set or watching an old movie. And herein lies an important new focus for the modern airline.
Here are some key thoughts and ideas on the digital hooks to reel in this potentially lucrative younger passenger revenue stream:
- Services need to be delivered pre-departure and onboard through digital communication – things like seats, upgrades, duty free shopping, transfers and booking destination trips while inflight, for example.
- The very young flyers have short attention spans – they must have their connectivity for their gadgets to have access to bite-sized content, such as Youtube and online gaming.
- Adult Millennial passengers must have uninterrupted access to communications, including news, email and social media and be able to stream any form of digital content.
- Traditional airline loyalty programmes need a rethink – points could be converted to family connectivity, streaming packages, even duty free product – not just other flights (if available!).
- Stable horizontal surfaces, multiple charging points (easily accessible ones) and storage bins in which to keep wires, cables, headphones and other tech-related paraphernalia are urgently needed as standard on aircraft.
37 – 55 year olds
This age bracket will generally be keen to get back to travel when it is deemed safe to do so. The flying ‘experience’ is generally not as important for those in middle age. That is not to say that they wouldn’t embrace change – but that strong message of safety is paramount for this big spending group.
Connectivity, meanwhile, remains an important issue, and many of the digital requirements of the younger generations apply.
Age 56+
A huge chunk of flying spending has traditionally rested with this category. However, even a brilliantly communicated air travel safety message may not be persuasive enough for a high percentage of this ‘grey’ market, many members of which may have underlying health conditions.
As a result, billions of dollars of spending may well be lost to the airline industry – and the wider travel sector – forever. It urgently underlines the need to meet and exceed the flying experience expectations of the younger generations.
