Johannesburg, South Africa – 22 October 2026 – For today’s traveller, the journey is about far more than getting from one destination to another. Convenience, personalisation and seamless digital experiences are increasingly shaping travel decisions alongside traditional considerations such as safety, reliability and value. As South Africa observes Transport Month, these evolving preferences underscore the important role aviation plays in connecting people, supporting economic activity and enabling global mobility.
“As travellers become more digitally connected and experience-driven, their expectations of travel continue to evolve,” says Shanna Docherty, Country Lead South Africa and Regional Head of Trade Sales Middle East and Africa (MEA) at Cathay Pacific.
“People want intuitive, seamless journeys tailored to their preferences in real time and with minimal friction. While these expectations are not unique to aviation, they reflect the convenience people now expect in almost every aspect of their lives. Understanding these changing needs is essential for airlines to deliver meaningful travel experiences.”
Travellers are choosing journeys that fit their livesTravel as part of a lifestyle
Travel is increasingly about more than reaching a destination, with travellers placing greater value on how the journey makes them feel. For many younger professionals, entrepreneurs, remote workers and leisure travellers, it forms part of a broader lifestyle centred on exploration, wellbeing and personal fulfilment. Travellers are therefore placing greater value on flexible, low-stress experiences, with comfort, convenience and wellness becoming more influential alongside cost and journey time.
The rise of “bleisure” travel reflects this shift, as travellers extend business trips for leisure or seek journeys that combine productivity with personal enrichment.
“Travellers today want experiences that fit seamlessly into their lifestyles,” says Docherty. “Whether they’re travelling for business, leisure or a combination of both, convenience and comfort are increasingly influencing how they choose to travel and where they choose to go.”
Digital control is becoming a travel essential Technology is simplifying travel
Across the aviation ecosystem, technology is a major driver of change across aviation. From booking and check-in to boarding and arrivals, travellers increasingly expect streamlined digital tools that give them greater control and convenience.<
Self-service check-in, digital boarding passes, personalised platforms and real-time updates are making journeys smoother, while airport investment in biometrics and contactless services is reducing friction.
According to the International Air Transport Association’s (IATA) 2025 Global Passenger Survey, 78% of travellers would like to use smartphones to manage services such as payments (digital wallets), identity documents, loyalty cards and airport navigation from a single device.
Consumers also expect organisations to handle personal, payment and biometric information responsibly, making trust and transparency critical as digital travel services expand.
“The most successful innovations are those that strike a good balance between strong cybersecurity measures and making journeys more convenient, transparent and ultimately more enjoyable,” says Docherty.
For airlines such as Cathay Pacific, this customer-focused approach includes 24/7 digital customer support and biometric e-Boarding Gates at Hong Kong International Airport, helping create a more seamless airport experience.
Travellers want greater transparency on sustainability
Sustainability is no longer a niche consideration for travellers, it is becoming an integral part of how people evaluate travel experiences. As consumers seek greater transparency around environmental impact, airlines have an opportunity to demonstrate how innovation, operational efficiency and customer choice can contribute to more responsible travel. At Cathay Pacific, this includes a commitment to achieving net-zero carbon emissions by 2050, scaling the use of Sustainable Aviation Fuel, reducing single-use plastics and supporting passengers through initiatives that contribute to lower-carbon travel. As traveller expectations continue to evolve, sustainability is increasingly becoming part of the overall premium travel experience, alongside convenience, comfort and personalisation.
Keeping South Africa connected
While consumer expectations are changing, aviation’s broader role remains as important as ever. Airlines facilitate trade, support tourism, connect communities and enable business and cultural exchange.
South Africa’s airline market is projected to reach US$8.66 billion by 2032, growing at a compound annual rate of 3.62%. This outlook reinforces the need for aviation providers to meet traveller expectations while supporting tourism, trade and investment.
As South Africa observes Transport Month in October, the importance of air connectivity comes into sharper focus. Enhanced travel experiences, greater access to global markets and stronger international connections not only benefit travellers, but also support tourism growth, facilitate trade and create opportunities for investment, reinforcing aviation’s role as a catalyst for economic development.
“As an industry, we’re constantly evolving to meet new expectations,” says Docherty. “But at its heart, aviation continues to serve a fundamental purpose by bringing people, businesses and destinations closer together.”
The future of flying is personal
The future of air travel is about more than movement. It is about effortless, human and memorable journeys that support the tourism, trade and global connections on which communities thrive.
“By staying focused on what travellers value most, we can continue to strengthen aviation’s role in connecting the world,” concludes Docherty.
