Forecasting Consumer Preferences: The Missing Piece in Delta Airlines’ new AI Toolkit

How Delta Airlines Can Leverage Market Research AI to Predict and Transform Consumer Preferences at Airports

Delta is all-in on AI to improve “terrible airport experiences” and ensure the legacy of their brand as a leading airline.

A recent Quartz article outlined how Delta plans to operationalize tasks and work with Qualtrics to turn data into personalized experiences. Analyzing the existing voice of customer data is a vital component of improving the customer experience, but it is a reactionary measure to identify yesterday’s consumer issues.

So, how can Delta and data partners like Qualtrics turn reactionary data into proactive measures to improve future consumer experiences? 

That’s where Subconscious.AI comes in. Using synthetic respondents and causal modeling, Subconscious AI is able to predict consumer behaviors with 93% accuracy. Our correlation to human responses (0.68) nearly matches the human baseline (0.70), significantly outperforming generative AI models like GPT-4 (0.36).

What is Subconscious AI forecasting for Delta Airlines right now?

Delta might be wondering how this investment in AI will affect consumer perception and experience. We conducted a market research study in 90 seconds to find out - how might AI impact the quality of airport experiences for Delta’s customers? Here’s what we found:

1. Key Consumer Insights

2. Desirable Target Customer Segments

3. Customer Willingness to Pay based on Product Features & Pricing

4. Projected Market & Revenue Share

Key Consumer Insights

• Focus on price reductions through AI: Across various demographics, including employment status, military service background, and household income levels, significant ticket price reductions are universally valued. Implementing AI to optimize operational costs and pass savings onto customers could enhance overall satisfaction.

• Enhance efficiency and reduce wait times: AI can be leveraged to streamline check-in and security processes, a priority for customers across age groups, language proficiency levels, and regions. Introducing automated check-in kiosks, AI-powered security screening, and predictive analytics to manage queues could significantly improve the airport experience.

• Prioritize accessibility and personalized services: For families, especially those with children, and individuals with limited English proficiency, AI-driven accessibility features such as real-time navigation for the visually impaired, language translation services, and personalized customer service are highly valued. Developing AI solutions that cater to these needs can create a more inclusive and comfortable airport environment.

• Tailor AI enhancements to specific customer segments: Different groups have unique priorities, such as luxury amenities for wealthier estates and comfort features for households with children. Customizing AI applications to address these specific desires, from luxury lounge access to family-friendly amenities, can help Delta cater to the diverse needs of its customer base.

• Invest in security and sustainability improvements: While not the top priority for all groups, enhancing security measures and promoting sustainability through AI, such as efficient energy management and carbon offset programs, are important to certain segments, including military personnel and environmentally conscious passengers. These improvements can contribute to a safer and more responsible travel experience.

Desirable Target Customer Segments

Producing two viable mindsets, the study indicated the following targeted actions to take toward each customer type based on their personal motivations and values.

• Implement AI-driven solutions to streamline the check-in and security processes, focusing on reducing wait times significantly to appeal to both Cost-Cutters and Queue Crushers, with an emphasis on efficiency for Cost-Cutters.

• Introduce AI-powered multilingual support services to cater to the diverse language needs of Cost-Cutters, enhancing their travel experience through practical and convenient communication solutions.

• Develop and promote luxury AI features, such as virtual reality entertainment and noise-cancelling technology in waiting areas, targeting Queue Crushers who value comfort and a premium airport experience.

• Highlight the role of AI in achieving sustainability goals and improving accessibility within the airport, aligning with Queue Crushers' preferences for environmental concerns and ease of access.

• Offer tiered pricing strategies for AI-enhanced services, allowing passengers to choose between basic efficiency improvements and premium comfort features, catering to the distinct priorities of Cost-Cutters and Queue Crushers.

Mindset 1: Cost-Cutters with a Time-Saving Twist

This mindset is characterized by individuals who highly value efficiency, cost savings, and luxury in their travel experiences. They are attracted to the use of advanced technology to significantly reduce both the financial cost and time spent during the travel process. The emphasis on reduced check-in times and shorter security waits indicates a desire for a streamlined and hassle-free journey. Additionally, the preference for luxury amenities suggests that these individuals seek a high level of comfort and indulgence, possibly indicating a higher income bracket or a strong value placed on quality travel experiences. They likely prioritize time savings and comfort over other factors and are willing to engage with new technologies to enhance their travel experience.

Why would this mindset be attractive as a target?

This mindset represents a highly attractive target audience for premium travel services that leverage technology to enhance customer experience while offering luxury. They show a strong preference for efficiency improvements and cost savings facilitated by AI, alongside a desire for high-end travel amenities. This group is likely to be drawn to travel brands that combine technological advancements with exclusive, luxury experiences, indicating they value both time savings and indulgent services. They are ideal customers for airlines or travel companies that prioritize cutting-edge service enhancements and opulent comfort.

Why would this mindset NOT be attractive as a target?

This target audience's expectations for significant reductions in both ticket price and check-in times, alongside a desire for luxury amenities, suggest a highly specific and potentially difficult-to-satisfy market segment. The combination of wanting substantial AI-driven efficiencies and high-end services could indicate a preference for premium travel experiences at a reduced cost, which may not be economically feasible for many service providers. Catering to this group could require substantial investments in AI technology and luxury amenities, potentially limiting the profitability of targeting this audience.

Which messages would this mindset find interesting?

1. Elevate your travel experience with our innovative service that seamlessly blends luxury and efficiency. Enjoy unparalleled comfort and convenience, transforming your journey into a blissful escape.

2. Step into a world where travel inconveniences are a thing of the past. Our state-of-the-art solutions ensure your journey is as smooth as it is indulgent, with premium amenities at your fingertips.

3. Discover the future of travel with our cutting-edge approach, where time-saving technology meets opulent comfort. Make every moment count, from departure to arrival, in unparalleled luxury.

4. Experience the epitome of travel sophistication with our exclusive services. We redefine what it means to travel in style, offering a sanctuary of relaxation and efficiency in equal measure.

5. Indulge in a travel experience that caters to your desire for luxury and your need for speed. Our innovative offerings ensure you're pampered and on schedule, making every trip unforgettable.

Mindset 2: Queue Crushers with a Taste for Luxury

This mindset encompasses individuals who place a strong emphasis on efficiency, cost-effectiveness, and a luxurious travel experience. Similar to the first group, they value the integration of technology to save on costs and minimize time spent on tedious processes. However, the slightly greater emphasis on reducing security wait times alongside check-in efficiencies suggests a particular concern for the most time-consuming aspects of travel. Like the first group, the inclusion of luxury amenities indicates a desire for an opulent travel experience, blending the practical benefits of technology with the pleasure of high-end services. This group likely consists of tech-savvy travelers who demand both efficiency and luxury, showing no compromise on the quality of their journey despite a keen interest in time and cost savings.

Why would this mindset be attractive as a target?

This audience segment is equally attractive for upscale travel services focusing on technological innovation and luxury, but with a slightly greater emphasis on efficiency and time savings. Like the first group, they appreciate significant cost reductions and shorter wait times enabled by AI, but their preferences suggest an even higher prioritization of these efficiency gains. They are prime targets for travel brands that offer a blend of luxury amenities and smart, time-saving solutions, appealing to those who seek the utmost in both convenience and lavishness during their travels.

Why would this mindset NOT be attractive as a target?

The individuals in this mindset appear to prioritize a significant reduction in both ticket prices and wait times, coupled with an expectation for luxury travel experiences. This combination of demands for high-tech efficiency improvements and premium amenities could make them a challenging target for marketing efforts. The emphasis on both substantial AI-driven operational improvements and exclusive services like spa treatments and gourmet dining suggests they seek a niche travel experience that combines the best of technology and luxury, which might be difficult and costly for providers to consistently deliver.

Which messages would this mindset find interesting?

1. Elevate your travel experience with our innovative service that seamlessly blends luxury and efficiency. Enjoy unparalleled comfort and convenience from the moment you arrive.

2. Transform the way you travel with our cutting-edge solutions designed to streamline your journey. Indulge in exclusive amenities that cater to your every need, making every trip unforgettable.

3. Step into a world where travel inconveniences are a thing of the past. Our advanced technology ensures a smooth, swift process, allowing you more time to relax in our opulent lounge areas.

4. Discover the future of travel with our sophisticated services, where speed meets luxury. Treat yourself to a serene spa session or gourmet meal before your flight, setting a new standard for your journeys.

5. Experience the pinnacle of travel efficiency and luxury with us. Our commitment to innovation means you spend less time waiting and more time enjoying the premium comforts we offer.

Customer Willingness to Pay based on Product Features & Pricing

Based on the identified traits and attributes of each customer segment, the study then provided a breakdown various traits and product attributes likely to resonate with target audiences, indicating how this will attract or detract from their willingness to pay.

Moreover, it associates viable product features to likelihood of Willingness-to-pay and prioritized the top features likely to produce this ROI.

Projected Market & Revenue Share

In the same 90 seconds it takes to run the experiment, we are also provided with market response information. How would the market respond to price changes (assuming 1,000 units offered)?

For a deeper dive into market simulation, primary customer segments, and customer willingness to pay, view the full experiment.

Interested in adding market simulation and consumer forecasting to your own marketing toolkit? Let’s talk!

If you’d like to try out the Subconscious.ai platform for your market research needs, you can run 2 free experiments by clicking “Get Started” here.