AIRLINE PASSENGERS' PRIMARY NEED is to get to their desired destination on time, whether it’s for business, personal or leisure reasons, without losing their baggage, and at reasonable fares. If a passenger living in Austin, Texas wants to fly to Kathmandu, Nepal and their favourite airline (say, American) does not fly there, then the primary need is not met. If they are able to fly to their desired destination with minimal hassle and have a pleasant experience, then the carrier has succeeded in meeting the passenger’s secondary need.