It is this second group (and its sub-groups) that airlines should capitalise on and spend far more resources understanding. To the airlines’ credit, a few have made an attempt to learn what passengers want. The question is how much each passenger is willing to pay to satisfy a particular desire on the list.Going forward, airlines can dig much deeper to gain a better understanding of the sub-segments they should pursue.t is this second group (and its sub-groups) that airlines should capitalise on and spend far more resources understanding. To the airlines’ credit, a few have made an attempt to learn what passengers want. The question is how much each passenger is willing to pay to satisfy a particular desire on the list.