Airlines could be missing out by not improving and expanding booking options, according to survey

A survey by travel tech company IBS Software suggested airlines could be missing a trick by not offering more services related to holidays and by not making their online booking and payment systems more like those of retailers and food shops. According to IBS Software, 93% of the 2,000 British and American consumers canvassed “would book more services with airlines given the chance”, with 10% saying they would book “all elements of a holiday with their airline” if possible. But over a third said booking a flight online is “more time consuming and complicated than other online retail experiences”. “As