Airline passengers are demanding more retail opportunities and ‘slicker online checkout’, according to new research.

The study by travel tech company IBS Software, which surveyed over 2000 consumers in the UK and US, found that 93 per cent would book more services with airlines if given the chance.

The research also indicated that many airlines are failing to offer an efficient checkout experience, with over a third of respondents stating that booking a flight online is more time consuming and complicated than other online retail experiences.

More than half of respondents said they would buy additional services from an airline if the booking and checkout online shopping experience was closer to that of fashion retailers and online food shops.

Commenting on the results, Paul Byrne, vice president of iFly Retail at IBS Software said: "As more and more industries invest in Amazon-esque tactics to compete for consumer spend, it's important airlines don't pass up the opportunity on the table.”

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