A new travel study from Skyscanner finds that travelers are generally willing to pay more to shorten their journey — whether that means a faster connection, a more direct routing, or less overall flight time. On average, respondents indicated they would pay about $8 extra per hour saved, though the exact amount varies significantly by route and region.
The study highlights that the value passengers place on time depends on the specific itinerary. On routes with no direct service, the willingness to pay can be substantially higher. For example, travelers on the Kuala Lumpur–Bahrain route were willing to pay up to $26 more per hour to reduce layover time or secure a more direct trip. Conversely, on highly competitive routes where alternatives abound, passengers showed much less willingness to pay for time savings: on the Buenos Aires–Los Angeles route, the premium for shortening travel time was closer to $2 per hour.
Multiple factors influence how much passengers value time savings. Trip length, travel purpose, destination, and available flight options all shape the dollar-per-hour figure for any given route. Business travelers or those with tight schedules often place a higher premium on shorter travel times, while leisure travelers with more flexible plans may be less willing to pay extra.
Skyscanner emphasizes that these insights could have practical applications for airlines and airports. By understanding how much customers value time savings on different routes, carriers can better design schedules, upgrade options, and pricing strategies to capture commercial opportunities. “This information could play a key role in airlines’ and airports’ decisions. Understanding the value passengers place on time for different routes can reveal great commercial opportunities for carriers,” said Faical Allou, head of business development at Skyscanner.
The study also suggests opportunities beyond ticket pricing. Airports and airlines might improve the travel experience by focusing on faster connections, clearer transfer information, and better coordination between carriers to minimize total journey time. Such enhancements can increase perceived value for passengers and justify premium services or fares on routes where time savings are most valued.
Overall, the research underlines a clear trend: many travelers are prepared to pay extra to arrive sooner, but the premium varies widely. Airlines that tailor offerings to the time-sensitivity of customers on specific routes may unlock additional revenue while improving customer satisfaction.