Unlock trusted insights into passenger behavior and preferences
Since 2012, IATA’s Global Passenger Survey (GPS) has been the leading source of global insights into passenger satisfaction, behaviors, and expectations. With over 10,000 responses from 200 countries, GPS provides aviation organizations and key stakeholders with a comprehensive understanding of passenger preferences and emerging trends. Its representative sample is based on global passenger traffic by region, ensuring reliable, actionable insights.
What GPS 2024 offers
The GPS 2024 Report delivers in-depth insights into passenger behaviors, attitudes, and preferences, segmented by region, traveler type, and demographics. It captures what matters most to today’s travelers, from their views on biometric technology to growing eco-conscious travel trends.
Additionally, GPS reveals what passengers want and need at every key touchpoint—from booking and check-in to security and baggage collection—offering a comprehensive view of the entire passenger journey.
Access trusted passenger insights through a rigorous methodology
GPS stands apart through its rigorous methodology, global reach, and trusted collaboration with IPSOS. As the only survey of its kind, GPS offers invaluable insights to help aviation organizations stay ahead of evolving passenger expectations and enhance the travel experience.
Here’s some of our latest insights from GPS 2024:
Data shows that travelers in 2024 continue to seek speed and convenience at every stage. From planning to airport processes, passengers show increasing openness to biometrics and pre-departure tasks. Other insights include:
- Pre-airport processes save time: 89% of passengers would join a trusted travel program for faster security, 86% prefer obtaining visas pre-travel, and 73% want to use biometric data instead of passports. Additionally, 45% would complete immigration and 36% would check in before arriving at the airport.
- Online booking leads: 71% of passengers book online or via apps, with 53% favoring the airline’s website/app and only 19% opting for human interaction. Passengers also expect transparency and all details in one place when booking online.
- Past airline experience drives GenZ choices: For passengers under 25, 43% say past airline experience is the key factor when selecting a flight (excluding price). Across all age groups, the top factor is convenient departure and arrival times.
Download the GPS 2024 Highlights
Get a quick snapshot of the key findings from the GPS 2024 Highlights. These highlights offer a brief overview of passenger behavior, preferences, and emerging trends, giving you a glimpse into the comprehensive insights available in the full report.
Who benefits from GPS data?
IATA’s GPS is ideal for anyone seeking a clearer picture of aviation travelers’ preferences and behaviors alongside industry trends. GPS users include: airlines, airports, airline suppliers, tourism companies, government agencies, media, academic organizations, and consultants.
How can organizations leverage GPS insights?
The data from the Global Passenger Survey equips airlines, airports, OEMs, tourism companies, governments, media, and academic organizations with the insights needed to understand passenger preferences and satisfaction levels.
By analyzing key touchpoints—from booking to baggage collection—stakeholders across these diverse segments can make informed decisions that guide research projects and enhance strategies. While some may focus on optimizing service offerings, others may leverage these insights to inform policy decisions or academic research, ultimately leading to improved passenger experiences and better alignment with evolving traveler needs.
IATA GPS comes in a variety of formats suited to your organization’s needs:
- Global Passenger Survey (PDF)
Get a comprehensive overview with over 80 data visualizations, including global insights and regional distinctions. The report sheds light on passenger profiles across demographics such as age, income, and travel habits. - Global Passenger Survey Combo (PDF + Interactive Data Viewer)
Delve deeper into passenger behavior data with this combined package, which includes advanced filtering options for a more tailored analysis. By focusing on specific regions, age groups, and travel behaviors, you can uncover insights that support data-driven decisions. The interactive data viewer allows for a more dynamic exploration of trends, providing critical insights for your organization. - Global Passenger Survey Historical Combo (PDF and Interactive Data Viewer)
Access the latest survey data along with historical insights from 2021 to 2024 in this premium offering. This combination not only allows you to track evolving trends and compare shifts in passenger preferences, satisfaction, and attitudes, but also provides a comprehensive understanding of how the passenger experience has transformed over time. This historical context is invaluable for forecasting future trends and making informed strategic decisions.
Buy the survey report online
Global Pax Survey Historical Combo (PDF & Excel)
Global Pax Survey Combo (PDF & Excel)
Global Passenger Survey (PDF)
