The state of flexibility in air travel

Flexibility is top of mind for modern travelers. Expectations shifted during the pandemic, and many of these learned behaviors have remained, leaving an opportunity for travel brands to evolve to meet the demands of today’s travelers.

From remote work to free return policies, convenience and flexibility have become the norm across industries. That consumer mindset has undoubtedly bled into travel, especially as consumers are investing significant amounts of money into their trips annually. According to Phocuswright, the average U.S. traveler takes 3.2 trips per year, and spends an average of $5,048 total on travel annually (Phocuswright, U.S. Consumer Travel Report 2023).

To delight today’s customers, airlines must reimagine how flexibility is offered to travelers with new pricing options, simplicity, and immediate resolution once the customer is willing to cancel their trip.