The propensity of business travellers to use low cost airlines

The liberalisation of air transport regulations in the EU has led to the introduction of a number of new airlines serving short haul point to point routes (e.g. easyJet, Ryanair, Debonair, Virgin Express, Go and others). While some of these routes are clearly leisure oriented (e.g. Palma, Ibiza, Venice and Nice), anecdotal evidence suggests that a significant number of travellers are using these services for business related trips. A number of recent studies suggest that pressure is being brought to bear on business travellers to reduce travel expenditure (IATA, 1997. International Air Trasport Association, Press release, No. PS/13/9, 27 January 1997; Bender, A., Stephenson, F., 1998. Journal of Air Trasport Management 4 (2), 99–109; Mason, K.J., 1998. In: Selected Proceedings of the Eighth World Conference on Transport Research (forthcoming)). This paper details a stated preference (SP) survey of European business travellers to assess the propensity for business travellers to use short haul low cost airlines. The study assess the utility placed by travellers on price, airline reward schemes, flight frequency and in-flight comfort service attributes. Price is shown to be the most important purchase factor followed by in-flight comfort and then flight frequency. The study demonstrates the effect of company size on traveller's selection of these utilities.