Smart Airline Strategies: Innovations in Passenger service in Global Markets: A Qualitative Comparison among Low-Cost Carriers

Based on the dynamic development of the aviation market and the increasing implementation of modern technologies, digitalization, and AI-supported passenger service systems in air transport, the article examines the evolution of the low-cost carrier model and its transformation towards more flexible and customer-oriented airline business models. The study addresses a significant research gap in the literature, as existing studies continue to rely on the traditional division between low-cost, hybrid, and full-service carriers, without adequately reflecting the convergence of airline models, the role of smart technologies, and changing passenger expectations in the global aviation industry. The research aims to determine whether contemporary changes in airline operations justify the creation of a new operational model beyond the classic low-cost carrier framework.

The study applies a qualitative research approach based on critical literature analysis, comparative multi-criteria analysis, and case study methodology. Airlines operating in Europe, North America, and Asia were examined with regard to tariff structures, onboard services, travel classes, ancillary revenues, technological innovations, fleet strategies, passenger experience, and additional digital services. The analysis also included a comparison of airline ticket prices on selected routes of approximately 1000 km.

The findings demonstrate significant diversification of low-cost airline models across global markets and confirm the progressive convergence between low-cost and hybrid carriers. Airlines in North America and Asia increasingly offer premium services, loyalty programs, onboard entertainment, internet access, and business-class solutions, while European low-cost airlines remain more limited in service innovation. The study concludes that contemporary airline models can no longer be clearly classified within traditional categories and proposes the concept of a new SMART airline model characterized by flexibility, technological integration, service personalization, and passenger-centered travel experience.