A new travel study by Skyscanner reveals that many travelers are willing to pay extra to shorten their total journey time — whether that means fewer or faster connections, a more direct routing, or shorter overall flight time. On average the study found travelers value a reduction in travel time at about $8 more per hour, but the amount varies widely depending on route, region and trip purpose.
Skyscanner’s analysis shows that on certain routes passengers place a much higher premium on time savings. For instance, travelers between Kuala Lumpur and Bahrain, a route that lacks direct service, are prepared to pay roughly $26 more per hour to cut down on layover length or secure a more direct itinerary. By contrast, on highly competitive long-haul corridors the willingness to pay for time savings falls considerably. The study found that passengers traveling from Buenos Aires to Los Angeles were only willing to pay around $2 more per hour to shorten their journey.
Several factors influence how much travelers value time savings. Trip length, purpose and the destination itself all affect the dollar-per-hour figure. Business travelers, for example, tend to prioritize shorter total travel time more than leisure travelers, and passengers on short regional hops will often pay differently than those on intercontinental flights. Similarly, routes with limited direct options or long overnight connections tend to show higher willingness to pay for faster itineraries.
Airlines and airports can use these insights to guide commercial strategies and network planning. Knowing how much passengers are prepared to invest to save time on specific routes helps carriers design product offerings, price ancillary services and adjust schedules to meet demand. For airports and route planners, understanding the value placed on connection times and direct services can highlight opportunities to attract more traffic, improve transfer facilities or promote more efficient ground operations.
Skyscanner’s findings also indicate that market competitiveness plays an important role. On competitive routes with multiple carriers and ample nonstop or one-stop options, price sensitivity tends to be higher and the premium for time savings lower. Conversely, on routes with fewer flight options or long layovers, passengers show a greater readiness to pay extra for convenience and reduced travel time.
Overall, the study underscores a consistent preference: travelers generally value arriving sooner, and many are prepared to pay a surcharge to reduce total journey time. This preference creates commercial opportunities for carriers that can offer faster itineraries, improved connections or time-saving ancillaries tailored to the needs of specific markets and traveler types.
“This information could play a key role in airlines’ and airports’ decisions,” said Faical Allou, head of business development at Skyscanner. “Understanding the value passengers place on time for different routes can reveal great commercial opportunities for carriers.”