2025 was the busiest ever year for passenger journeys, according to the Civil Aviation Authority (CAA). And with more journeys being taken, more people are affected by disruption when it happens.
As a result, airline customers are becoming more accustomed to delays and cancellations. With that comes a rise in consumer expectations and a willingness to share their feelings when those are not met.
Airlines can’t always prevent disruption, but they can control how passengers experience it. And as passenger expectations rise, good disruption management is becoming part of the overall customer experience rather than simply an operational response.
What passengers want
Passengers are largely understanding that disruption can often not be avoided. But what they expect is for airlines to handle it well.
CMAC Group’s aviation disruption report investigated how passenger expectations compared to their lived experiences.
CMAC found that passengers overwhelmingly wanted:
Communication
Airline customers broadly agreed that communication could be improved to offset the inconvenience of their flight being disrupted.
They want to be quickly and clearly informed of how long delays are expected to last, what the causes are, and alternative accommodation and transport options.
More choice
During severe disruption, passengers want a choice of accommodation and transport, if necessary. Rather than just providing passengers with assistance, choices give them agency.
Crucially, they want these choices presented to them quickly.
Speedy responses
Our aviation disruption report revealed that 74% of passengers expect communication and alternative options, including transport and accommodation, within an hour and nearly half expect it within 30 minutes.
But just 18% receive a response within 30 minutes and only 42% get one within an hour.
Technology and human support
Disrupted passengers value self-service platforms for their speed, flexibility, and ease of use. We found that satisfaction with these tools rose over the course of a two-year period.
However, empathetic human support is always needed. Passengers want to know they can speak to a real person during stressful situations – whatever the time of day. CMAC’s 24/7/365 human support means passengers always have access to reassurance, guidance, and practical help when they need it most. Technology and human expertise complement each other to deliver the most effective response.
Exceeding expectations
Now we know what passengers want during disruption, it becomes easier to turn these expectations into practical steps to improve the customer experience during disruption.
For airlines, that involves looking further than just getting passengers to their destination and considering the entire journey. Disruption management is often viewed as an operational challenge to get passengers moving again. But for passengers, it is part of their overall experience with the airline.
Here are CMAC’s recommendations for exceeding passenger expectations:
Make self-service part of the solution
Speed and choice are hugely important during disruption – and self-service technology offers both. Our research found that just 15% of passengers were dissatisfied with the self-service disruption solution they were offered.
Self-service tools like CMAC Group’s Smartlink present options rapidly and offer airlines full control of the options presented. When combined with access to human support, self-service can provide a flexible approach that works for passengers with different needs and preferences.
Strengthen supplier networks
When disruption occurs, alternative accommodation and transport must be secured immediately. During major disruption events, airlines can compete for the same hotel rooms and transport options, making established supplier relationships increasingly important.
A strong, vetted supplier network can give airlines greater access to accommodation and transport when demand suddenly increases, helping them respond quickly.
Adapt to rising expectations
Passenger expectations evolve and are influenced by the experiences they have across other industries. When airlines fail to keep up with changing demands, they risk falling behind.
Prioritising feedback, training, and investment in the right tools are vital to a disruption strategy that will remain fit for purpose.
See disruption as a loyalty opportunity
When disruption is handled badly, customers vote with their wallets. We found that 28% of customers are less likely to fly with carrier again if communication and support fall short.
But clear communication, meaningful choice, and visible care can help airlines demonstrate that they remain focused on their customers when circumstances change.
Exceeding expectations during disruption doesn’t involve making disruption disappear. It means making a difficult situation easier to navigate and showing passengers that their experience matters when things don’t go to plan.
The importance of disruption planning
Matthew Ratcliffe, CMAC Chief Operating Officer, said: “Airlines cannot afford to treat disruption as an afterthought. With passenger journeys increasing and delays affecting more people for longer, disruption planning must be a core part of the customer experience strategy.
“Passengers understand that disruption can happen, but they expect airlines to provide practical options when plans change. That means bringing together the right technology, trusted supplier networks, and empathetic human support so customers feel informed, reassured, and cared for at every stage.
“Handled well, disruption becomes an opportunity to protect trust, strengthen loyalty, and show passengers that their needs are the priority.”
About CMAC Group
CMAC Group, established in 2007, is a leading transport and accommodation aggregator, providing safe and reliable passenger transport and hotel solutions for clients including airlines, train operators, corporations and breakdown companies. Through its established aggregation platform and proprietary technology, CMAC connects clients to a vast, trusted global supply network, delivering consistent and dependable end-to-end services across the UK, Europe and Rest of World.
CMAC Group operates a portfolio of specialist brands that strengthen its aggregation capability across consumer and B2B markets. These include CMAC, Suntransfers, Coach Hire Comparison, minicabit and CheckedSafe, together enabling the Group to aggregate, manage and assure transport and accommodation services at scale.
By combining its technology-led aggregation platform with an experienced Service Delivery team, CMAC Group ensures customer expectations are exceeded whatever the challenge, 24/7/365 days a year. Its ability to plan, coordinate and manage disruption and bespoke requirements across transport and hotel accommodation sets the Group apart.
In 2024, CMAC Group was acquired by ComfortDelGro Corporation (ComfortDelGro), a leading global mobility service provider committed to delivering safe, reliable and innovative transportation solutions. This strategic move strengthens CMAC Group’s international presence while enabling the Group to maintain operational independence.
Find out more at www.cmacgroup.com.
Image: CMAC Group
