British Airways Uncovers Travelers' Quirky Habits

The study found that travelers experience seven different emotions when they fly: enjoyment, conviviality, belonging, security, control, empowerment and vitality.

Most travelers feel the need to start in ‘control mode' often exhibiting behaviors such as ticking off check-lists and fibbing to partners by telling them the flight leaves earlier than it really does in order to get to the airport in plenty of time.

Once there, people continue with the control phase and are super organized. Documents are at hand (and regularly checked on), ready for each checkpoint. Travelers are already clutching their 100ml liquids in a plastic bag at security before being asked to and the time they have to spend in duty free has been calculated with precision in advance. They also take the time now to organise what items they will need to hand on the flight and what should be stored in the overhead lockers.

This need for ‘control' now starts to intertwine with the ‘empowerment' need. Regular travelers will know which seat they want and will employ the shortcuts they know to get through the airport more quickly. And many people take the opportunity for a final toilet stop before boarding.

Once on board the ‘secure' and ‘belonging' feelings kick in with fliers appreciating the tannoy announcement from the pilots, and a smile from the crew. At this stage most will arrange the space around them to their specifications.

This is when the ‘enjoyment' and ‘convivial' behaviors come to the fore, and there is a distinct theme of suspending normal life for fliers with many of them admitting to breaking their own norms and indulging in calorific food, drinking alcohol first thing in the morning and watching three films in a row ‘because they can'. Those traveling with others will use this time to eat together and many will watch the same films to share the experience.

The ‘vitality' need – that desire to experience something new – rears itself at various points throughout the journey. It may manifest itself as planning activities, or being more open minded as to trying different foods. Excitement is a big factor too. The pods that transfer Terminal 5 passengers from the car park to the airport bring out the child in the travelers that use them. Equally, those flying with children pick up on their sense of excitement and for regular travelers something as simple as the start of a new month heralding a new selection in in-flight entertainment gives them a frisson.

British Airways is investing more than £5bn in new aircraft, smarter cabins, elegant lounges, and new technologies to make life more comfortable in the air and on the ground.

Visit website: www.britishairways.com