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Will We Fly Again? Modeling Air Travel Demand in light of COVID-19 through a London Case Study

The COVID-19 pandemic and associated travel restrictions have created an unprecedented challenge for the air transport industry, which before the pandemic was facing almost the exact opposite set of problems. Instead of the growing demand and need for capacity expansion warring against environmental concerns, the sector is now facing a slump in demand and the continuing uncertainty about the impacts of the pandemic on people’s willingness to fly. To shed light on consumer attitudes toward air travel during and post the pandemic, this study presents an analysis that draws on recently collected survey data (April–July 2020), including both revealed and stated preference components, of 388 respondents who traveled from one of the six London, U.K., airports in 2019. Several travel scenarios considering the circumstances and attitudes related to COVID-19 are explored. The data is analyzed using a hybrid choice model to integrate latent constructs related to attitudinal characteristics. The analysis confirms the impact of consumers’ health concerns on their willingness to travel, as a function of travel characteristics, that is, cost and number of transfers. It also provides insights into preference heterogeneity as a function of sociodemographic characteristics. However, no significant effects are observed concerning perceptions of safety arising from wearing a mask, or concerns over the necessity to quarantine. Results also suggest that some respondents may perceive virtual substitutes for business travel, for example video calls and similar software, as only a temporary measure, and seek to return to traveling as soon as it is possible to do so safely.