This analysis is part of the 2024 study conducted by the Crete Aviation Observatory (CAO), under the scientific supervision of Dimitris Zopounidis aiming to capture the perceptions, knowledge, and decision-making criteria of passengers regarding airline companies operating at Chania International Airport. It represents the first systematic effort to scientifically explore these dimensions in a regional Greek airport.

The key findings of the study reveal that:

  • Passenger familiarity with the services offered by different airlines varies significantly. Airlines such as Norwegian, SAS, and to some extent AEGEAN Group, enjoy relatively high levels of familiarity, while others, such as Jet Time and Condor, display significantly lower scores.
  • Airline brand awareness plays a vital role in shaping passenger preferences and loyalty. High levels of brand recognition are associated with increased trust and repeat bookings, especially in competitive international and tourism-heavy markets such as Chania.
  • The main criteria influencing airline choice can be categorized into six key areas: 1) ticket price, 2) previous experience, 3) reputation and reliability, 4) recommendations from friends or relatives, 5) advertisements, and 6) online reviews. Among these, ticket price and prior experience are the most decisive factors.
  • Low-cost carriers benefit strongly from price sensitivity among travelers, while premium carriers like SAS and Finnair rely more on their perceived reliability and service quality. Familiarity with loyalty programs, ancillary services, and digital platforms also positively influences consumer behavior and revenue diversification.

These findings underscore the importance for airlines to develop multidimensional strategies: not only should they remain competitive on pricing, but they must also reinforce the quality of service and enhance communication around their value propositions. Marketing campaigns, digital channels, and consistent service standards remain crucial in strengthening brand equity among diverse passenger segments.

Chart by the Crete Aviation Observatory

AI, Data Science, and the Strategic Outlook of the Crete Aviation Observatory

Looking forward, the Crete Aviation Observatory (CAO) is preparing to integrate Artificial Intelligence (AI), Data Science, and Machine Learning into its research methodology. The aim is to develop advanced predictive tools that model passenger behavior, seasonal fluctuations, airline performance, and external variables (such as weather or socioeconomic indicators).

These tools will support strategic decision-making for airlines, airport authorities, tourism organizations, and policymakers. The incorporation of Web and Text Analytics, particularly through Sentiment Analysis, will offer deeper insights into passenger satisfaction and brand perception.

With this digital transition, CAO aspires to position Crete as a reference point for aviation analytics in Southern Europe, contributing to smarter and more sustainable air travel strategies at the regional level.