Almost 60% of Brits are willing to pay more for a better flying experience, according to HolidayExtras.com. More than half of respondents (53%) said a full meal service was the most important service on a flight, although only a third said it was of good quality. When questioned on what they would spend for extra services, four in 10 18-24 year-olds were prepared to pay 10% more, with 3% willing to half as much. “It’s encouraging to see people wanting to improve their in-flight experience, and perhaps this is a result of more people choosing long haul destinations and requiring a higher level of comfort,” said HolidayExtras.com Managing Director Mike Whiting. At the other end of the scale, four in 10 would not pay more for a comfier standard class seat and women were more unlikely not to pay out for extras.