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Frequent flyers are demanding a more seamless digital experience, according to new research from lounge membership provider Priority Pass.
The study of around 12,000 of its members found 90 per cent highly rated the digital membership card and 86 per cent its new mobile app.
Priority Pass said the findings point towards a new breed of ‘digital flyer’ – someone who is looking for an “intuitive and personalised journey” at the airport while keeping stress to a minimum.
“There’s an increasing demand for a seamless digital experience” said Stephen Simpson, global marketing director for Priority Pass, part of Collinson Group.
“Through the effective use of technology, airports have succeeded in enabling passengers to help take complete control of their journey, something that organisations in other sectors can only dream about.”
He added: “From the moment a passenger enters the terminal doors, to the moment their feet touch foreign soil, digital technologies are playing an increasingly important role.”
The results of the Digital Pulse survey correlate with earlier research by Priority Pass which showed 81 per cent of European travellers considered flight status alerts as being important or vital when travelling by air, and 62 per cent agree that digital boarding passes and e-tickets make the airport experience easier.
Earlier this year, Priority Pass passed the 900-lounge milestone, with over 170 lounges having been added in the last 12 months.
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