3 Steps to Finding the Best Flight for You

Searching for flights is so easy now because of how widely used airlines are and the wide variety of sites used to book them. It's choosing the best flight for your wants and needs that’s difficult. There are just so many options to choose from! Despite there being so many, airlines have been able to differentiate themselves to different target groups by either offering an expected or augmented product. You just have to know what target group you belong to. Here's how you can find out.

1. Know your restrictions: budget, travel dates and times, and/or destination.

Having an idea of either what your budget is, travel dates and times, and/or destination before you begin researching helps to narrow down your search. Having too wide of a search becomes stressful and overwhelming because of the amount of options there are to choose from.

2. Know your wants. What is most important to you during your flight?

Do you just want to get to your destination? Do you need to eat on the plane? Are you traveling with a lot of luggage? Do you need space? Entertainment? Airlines have so much to offer to those who want them, but there are also airlines who dont offer much to those who don't require them. This step lets you know which airline would suit you best.

The product levels, according to the Customer Value Hierarchy, are seen in the image on the right. The core benefit of an airline is transportation to your destination. The basic product would be seats, storage to place your belongings, and arrival to your destination. It's after the basic needs that differentiation occurs different ways to accommodate different needs. The expected product offers features and qualities you would normally expect when buying the product. For airlines this would be on-time arrival, good customer service, and safety. The augmented product offers additional benefits that would exceed the customer's expectations. This would be the addition of dinners, entertainment, amenities, etc. While it may seem that most people would want the augmented product, airlines have capitalized on the fact that not all people do. Some are willing to exchange the added benefits for a cheaper price.

With the expected product travelers would expect on-time arrival, good customer service, and safety. These travelers are usually on a budget and traveling light. Airlines offering expected products are Ryanair, Transavia, Southwest Airlines, Easy Jet. These budget airlines understand that their customer target group are those travelers that are on a budget, so they offer a basic flight to their destination. This means no amenities or "free" offerings during the flight, and tight restrictions on the amount of luggage allowed in exchange for a lower cost.

On the other hand, those airlines offering the augmented product can provide: 

• tea and coffee at the gate
• newspapers
• entertainment
• “free” and actually delicious, warm food
• blankets and pillows
• headphones
• other amenities for overnight and lengthy flights
• extra bathrooms
• extra space in first class seating

The list could go on and on (for an extra charge per ticket of course). Airlines offering augmented products are Lufthansa, Iberia, British Airways, American Airlines. These airlines understand that their target groups consists of travelers who care more quality of the experience over the budget, so they offer all of these added benefits to differentiate themselves from other airlines.

3. Research Research Research.

Once you know your restrictions and wants, you can conduct research specific to your restrictions and wants. Extensive research is super important in knowing whether you are paying too much or getting a nice deal on a flight. Since you already know what your budget, travel dates and times, and/or destination are, you will be able to focus your search on the aspect you have chosen and narrowing down your search. Also, you will be able to change some aspects you know you're flexible about to see if you can get a better deal. 

For example, if you have a budget of 100 euros to get to Paris from Madrid but have flexible travel dates, you could search which day out of the week would be cheaper for you to travel. It's all about the amount of research you do to ensure that you find the best option for you.

Airlines have done a great job at targeting all types of segment groups - those who just want to get to their destination fast, those who want something cheap, those who want to travel comfortably, etc. You must know what segment group you belong to before conducting research because, if not, you'll get stuck with information overload. Before purchasing your ticket, remember the 3 steps to finding the best flight for you: know your restrictions, know your wants, and research, research, research!