ABSTRACT
Airline passengers are varied in shapes, colours, sizes and languages with different levels of mobility, preparedness and stress. They fly in different cabins on different airlines according to their budgets of time and/or money. Passengers are just one group of sustainable airlines’ stakeholders but they are the force which drives the airline towards economic sustainability. However, it must not be forgotten that, in economic terms, effective demand is the quantity of airline products and services for which customers are willing and able to pay. If customers are neither willing nor able to pay for a service or a product, then it should no longer be offered (the lean principle – see Chapter 2) and it ceases to be effective demand. Airlines want to keep customers happy because, as already noted, it is more cost effective to retain a customer than to seek a new one.
