The recent collapse of tour operator Goldtrail has highlighted the challenging conditions that continue for the travel industry, yet despite this and the failure of several airlines over the last 18 months, price is still by far the most important deciding factor when it comes to buying a flight, according to the latest survey from cheap flights comparison site Skyscanner.

Over 500 people voted in the poll, with 47% stating that price was the most important factor in their decision. 22% said that the reputation and reliability of the airline (in terms of safety and comfort) were the most important factors; 13% stated that the departure and arrival times were most important; 11% said the distance to and from airports was the decider, whereas the financial stability of the airline was by far the least important factor, with only 6% stating that it was important to their decision.

Barry Smith, Skyscanner Co-founder and Business Director commented: “As long as you have adequate travel insurance, there is little point digging through an airline’s financial records before booking your flights to Malaga or London, trying to predict whether it will still be flying in six months time – the chances are it will be.

“It’s been a tough time for the travel industry, but proportionally, the number of carriers that have gone bust over the last two years is actually very small compared to those that are still operating.”

A similar poll conducted by Skyscanner in May 2009 revealed that 37% considered flight price the most important factor, suggesting that the economic downturn has made price an even more vital consideration to air passengers.