As millions are planning their holiday travels this season, Qualtrics took a second to ask an important question of those travelling by air: What matters most to you when choosing an airline?

The consensus: lower fares.

While this is to be expected during a season that’s fraught with additional spending – presents, parties, decorations, food and more – it was surprising how little everything else mattered.

For example, only 14 percent of holiday travelers say free bags would play the most important role when choosing which airline to fly and only 6 percent craved additional legroom. Interesting given the recent addition introduction of “Economy Plus” and “Select” seats with additional legroom many airlines are offering at a higher price.

So what can airlines do if dropping the fares isn’t an option?

Play up the customer service.

Over 90 percent of those surveyed say previous experience is important to critical. So if you’ve got them this season, do everything in your power to keep them happy and ultimately returning for their next trip.

Also of note, nearly half of respondents (45 percent) say their greatest holiday travel nightmare is lost luggage, and a only small group (4 percent) admit they’re travelling to see friends and family out of guilt this year!

Click here to read more about what Qualtrics uncovered after surveying this season’s holiday fliers.