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New Primara research suggests 69% of Australian travellers support adults-only cabins on long-haul flights, with 36% willing to pay a premium for child-free travel. Younger generations—particularly Millennials and Gen Z—are most eager to pay extra for peace and quiet, representing a potential market of 5.2 million adults that airlines could tap into.
New research reveals a striking desire for peace and quiet at 35,000 feet, with 69% of Australian travellers supporting the introduction of adults-only cabins on long-haul flights.
The survey, conducted in the lead-up to the summer holiday rush when families traditionally flood international departures, exposes a clear untapped market. More than one in three Australian travellers (36%) say they'd willingly pay a premium for the privilege of flying without children nearby, representing a potential market of approximately 5.2 million adults prepared to open their wallets for a more serene journey.
- 69% of Australian travellers support adults-only cabins
- 36% would pay a premium for child-free flights
- 5.2 million adults prepared to pay extra for quiet travel
- 12% of Millennials would pay a significant premium, highest of any generation.
- 7% across all age groups willing to pay substantial extra costs
Who's willing to pay for peace?
Contrary to expectations, it's younger generations leading the charge for premium quiet zones:
Gen Z: 10% would pay a significant premium
Millennials: 12% would pay a significant premium
Overall: 7% across all age groups willing to pay substantial extra costs
The business case for quiet
With school holidays approaching, Australian airports will soon be packed with families jetting off to international destinations. For airlines, the data suggests a compelling revenue opportunity, particularly on long-haul routes where passenger comfort drives loyalty and repeat bookings.
As families prepare for summer adventures abroad, the question remains: will airlines tap this 5.2 million-strong market for peaceful skies?
The aviation industry is about to find out whether the demand for peace and quiet at altitude translates into actual bookings when the price goes up. Airlines holding this insight now face a choice: innovate their cabin offerings to capture a lucrative new market, or risk watching competitors claim the 5.2 million passengers willing to pay for silence.
