Passengers are already digital – why isn’t travel
Global survey reveals growing demand for simplicity sustainability and digital trust
DUBAI – Passengers around the world are losing patience with time-consuming airport processes.
According to The Travelers’ Voice, SITA’s latest Passenger IT Insights 2025 report, slow border checks, manual procedures, and paper-based systems no longer meet the expectations of modern, mobile-first passengers.
The Digital Disconnect
Today’s travellers live digital-first lives – managing their finances, health, and mobility from their phones. Yet, when it comes to flying, they’re still asked to queue, print, and repeat. This year’s Travelers’ Voice report exposes a growing disconnect: passengers are ready for easy, smart journeys, and they want the aviation industry to catch up.
Based on responses from more than 7,500 passengers surveyed at airports in 25 countries just before take-off and right after landing, the report captures authentic, in-the-moment insights. The message is clear: passengers want air travel to move at the same pace as their lives.
Their demands focus on three key priorities – simplicity, trust, and sustainability. Simplicity means shorter waits, seamless intermodal travel, and real-time updates accessible on mobile devices. Nearly two in three respondents said they want faster airport processing, while 42% would prefer a single ticket covering air, rail, and road transport.
Mobile is already the central hub for travel, with usage rising 20 percentage points since 2020. Digital-first generations are driving this trend and setting the new baseline for what travel experiences must deliver next.
“Passengers aren’t resisting change. They’ve already changed,” said David Lavorel, CEO of SITA. “They’ve gone digital. Now it’s our turn. The future of travel isn’t just about adding tech. It’s about removing friction.”
Biometrics and Digital IDs
Biometric screening and digital identities, once considered futuristic, are now fast becoming the norm. Most passengers today prefer biometric gates over staffed counters, valuing the speed and convenience they provide.
The report found that nearly 80% of travellers are ready to store their passports digitally on their phones, and two-thirds would even pay for the privilege. This trend reflects a broader global shift, with digital identity adoption expected to soar from 155 million users today to 1.27 billion by 2029.
Convenience, however, is not the only driver. Trust and security are now integral to travel decisions. Biometric systems promise faster processing, but passengers also expect robust privacy safeguards and reliable data protection.
Sustainability Takes Flight
Sustainability has also become a defining factor for travellers. The report highlights that nearly 90% of passengers are willing to pay more to reduce emissions. Many also said they would fly slower or pack lighter if it helped cut their environmental footprint.
Travellers are increasingly looking for airlines and airports that match their environmental values with tangible actions, from carbon-neutral operations to sustainable aviation fuels.
The push for greener travel aligns with a growing shift in consumer behaviour, as passengers balance convenience with conscience. Airlines are responding with initiatives such as lighter aircraft materials, reduced waste practices, and fuel-efficient flight paths. But passengers are watching closely – and expecting more.
Building Trust in Travel
Trust now plays a measurable role in shaping travel preferences. Even baggage handling, once the industry’s biggest frustration point, is improving. Mishandling rates are at historic lows, yet 78% of passengers say they would still pay for end-to-end baggage tracking and delivery services.
This willingness highlights a critical insight: passengers value control and confidence. They want assurance that their belongings – and data – are handled with care.
The appetite for trust extends across different transport modes, too. Around 70% of passengers said they plan to take at least one intermodal trip this year, combining air travel with other forms of transport such as trains or shared mobility options. They want these transitions to be smooth, digital, and transparent.
“We’re asking passengers to adapt to travel,” Lavorel said. “But they’re asking travel to adapt to them. The tools are here – biometrics, digital IDs, real-time data, and smarter baggage. The only thing missing is urgency.”
The Path Forward
The Travelers’ Voice, SITA Passenger IT Insights 2025 is part of SITA’s long-running IT Insights series, which also includes the Air Transport and Baggage IT reports. With more than a decade of data, the series has become the global benchmark for understanding how technology is reshaping passenger expectations.
Collectively, these reports paint a clear picture: passengers are not waiting for the industry to transform – they are already living digital-first lives. They expect aviation to deliver the same seamless, trusted, and sustainable experiences they enjoy in other areas of their daily routines.
The challenge now lies in how quickly the industry responds. With digital identity technologies, AI-driven passenger flow systems, and real-time data platforms already available, the potential for transformation is immense.
Passengers have spoken, and their message is consistent across regions: make travel simpler, safer, and more sustainable. The digital age is no longer the future – it’s already boarding.