What do airline passengers really value when choosing additional services? Is it premium comfort, convenience, or simply the reassurance that their journey will go smoothly?

EPIC explores what matters most to Aer Lingus economy passengers through a MaxDiff study involving 296 travellers and 22 ancillary features. By removing price from the equation, the research reveals which benefits customers genuinely prioritise when forced to make trade-offs.

The findings challenge conventional assumptions about premium travel. Rather than favouring indulgent extras, passengers consistently prioritised features that reduce uncertainty, including seat selection, flexible flight changes, priority boarding and guaranteed seating together. Assurance-related benefits were the only category to score above average, outperforming both convenience and indulgence.

The research also highlights important differences between customer segments. Families with young children place greater value on sitting together, while business travellers prioritise a more comprehensive travel experience.

For airlines and other businesses offering optional services, these insights provide a valuable lesson: successful ancillary strategies begin with understanding what customers truly value, not simply offering more extras.

Discover how EPIC helps identify the services customers prioritise and uncover opportunities to create more compelling, customer-focused offerings.