Airline Ancillary Services in Leisure Medium-Haul Air Travel: Perceived Importance and Purchase Intentions among Generation Z

Offering optional airline add-on services has become a vital source for maximizing airline revenues in the context of air service personalization through the integration of various airline ancillary services. At the same time, Generation Z, with their impulsive purchasing behavior and tendency towards seamless personalized experiences, could represent a significant future air travel segment for airlines to optimize their ancillary revenues. Accordingly, this research examines factors influencing the Egyptian Generation Z’s purchase intentions towards airline ancillary services in leisure medium-haul air travel, focusing on the perceived importance of these services along with demographics and air travel characteristics. In this regard, a quantitative approach was adopted through conducting an online structured questionnaire in order to investigate intentions to purchase airline ancillary services among Egyptian Generation Z. Accordingly, results highlighted checked baggage, advance seat selection and onboard meals as being perceived the most important and having the highest intentions to be purchased.