From our reading list: This is exactly why we do what we do at Retailaer.
Ann Cederhall's wish list isn't revolutionary—as she points out, these are "basic user-centric design principles travelers expect from every other industry." From instant loyalty points to smarter disruption handling, it's a practical rundown of what customers actually want.
The broader lesson is familiar across travel: many brands describe themselves as customer-centric, but customers still experience too much friction when plans change, loyalty needs to be recognised, or disruption hits. These 15 wishes are not futuristic demands. They are a useful benchmark for what a more customer-respectful journey should look like.