Airlines spend huge amounts on advertising to tell us about their exotic in-flight cuisine, their glamorous stewardesses and their swish new aircraft. But surveys conducted regularly among frequent travellers - particularly among those who have to fly on business - tell us that all these 'service' factors are not terribly important when it comes to choosing an airline. What does count, however, is a particular airline's punctuality record. When Lufthansa did some market research a few years ago, it discovered that punctuality was the most important criterion demanded by business travellers, being mentioned by 98 per cent of the respondents. Close behind were favourable departure times, mentioned by 97 per cent, while separate check-in was demanded by only 78 per cent and a good choice of newspapers by no more than 44 per cent.

Another survey among readers of the Swedish business journal Svensk Export produced similar results. Asked to put a priority on the service features that they regarded as most crucial when choosing an airline, 92 per cent cited departure times and 87 per cent regarded punctuality as being 'very important'. It seems, therefore, that a lot of airline advertising probably does no more than reinforce a choice that the consumer has already made.

Going direct

Most people prefer a flight that involves few, if any, changes where possible. This can restrict choice of airline as these services are often offered only by carriers such as British Airways and other national airlines or the US majors.

But the scene is changing and with a choice, for example, of three mainstream London airports alone - Heathrow, Gatwick and Stansted - and London City and London Luton added for good measure, choice is greater than it has ever been. Added to that the increasing number of direct services from airports such as Manchester and Birmingham and the traveller is getting a much better deal.

One of the best ways of researching your choice is through the OAG Official Airline Guide (or AOAG in the US and some other parts of the world), or the BAA Airport timetable. One possible trap today for unwary travellers is the proliferation of 'code-sharing' deals between airlines. The same flight number does not necessarily mean the same aircraft or even the same airline any more and so it pays to check carefully.

Choice of airports

London's two largest airports, Heathrow and Gatwick, have direct flights to such a range of busy destinations that there is generally no need to fly to a continental airport and change flights there. Passengers living away from the South-East may be lucky enough to have access to one of the growing number of direct services from their local airport - particularly Manchester and Birmingham, which have expanded their international services considerably. If this is not the case then the alternatives include taking a flight to an airport in mainland Europe - and KLM has done much to encourage this approach, over Schiphol - or to London.

Airline standards

There are hundred of airlines to choose from, but some adopt lower safety standards and maintenance procedures than the major international carriers. Some domestic airlines in South America, for instance, have pretty poor safety records. There has been growing concern in the aviation industry that the explosion of growth in China's airline industry has affected standards, and the proliferation of airlines that now operate in the former Soviet Union causes question marks to be placed over a number of carriers where formerly there was only Aeroflot to cause concern. A number of these airlines compete on price, but it can be advisable to pay more and enjoy better comfort and a greater degree of reliability.

The standards of on-board service offered by carriers from the Far East are probably the highest in the world (service is not a dirty word in Asia) but, to generalise, it is probably true to say that the most efficient in terms of punctuality and operational integrity are those of Europe and North America. British Airways, for instance, has received a lot of criticism over the years, but it is generally regarded as a world leader in setting high operational and technical standards. Now that its punctuality and service have been vastly improved, it is a force to be reckoned with. Other highly regarded airlines include Virgin Atlantic, Swissair, SAS, Lufthansa, KLM, Japan Air Lines and Emirates.

Many passengers may be worried about terrorist attacks or hijackings after the events of recent years, although the chances of being involved in an accident of this kind are statistically remote. The most sensible advice is to make a mental note of any airlines or airports that appear to be particularly vulnerable and avoid them. Airlines serving the Middle East are not necessarily bad risks. Israel's national airline, El Al, probably has the most rigorous security standards of any carrier and it was thanks to its own security staff at Heathrow that a catastrophic mid-air bomb explosion was avoided in 1986.

Some Third World airlines that excel in in-flight service may not be so good on the ground. When travelling in Third World countries, never attempt to make your reservation by phone but visit the airline's office and get the staff to validate your ticket in front of you. Always check and double check your reservation - some airlines in out-of-the-way parts of the world do not have computerised reservation systems and mistakes are frequently made.

No-frills airlines

The network of charter flights both inside and outside Europe is wider than many people imagine. On international routes within Europe, charters account for more than half the market in terms of passenger kilometres. Most charter flights within Europe carry passengers going on conventional package tours, but more and more flights are taking passengers on a 'seat only' basis. The mid-1990s saw the spread of the no-frills airline from America to Europe. Carriers such as UK-based EasyJet and Ireland's Ryanair followed the example of Southwest Airlines in the US, offering very low, point-to-point fares with minimal cabin service. Typically, these airlines do not offer in-flight meals, other than nibbles, and charge for drinks. They do not always sell tickets through travel agents. If you buy their cheapest deals and miss the flight, or are forced to cancel it, you may have to pay all over again or fork out a hefty penalty. EasyJet offers its lowest fares on a first-come, first-served basis with prices rising in preordained increments as seats at the cheaper rates sell out. Though it is not invariably so, these airlines often fly from airports other than the main hubs of major carriers.

Charters

There is a wide choice of charter flights across the North Atlantic year round, mostly to Florida and Canada but also to lesser destinations. Recent years have seen a proliferation of fly drive deals, often advertised on Teletext, with basic prices well under £100 for travellers prepared to book at the last minute. But take care. These very low prices often more than double once you have added obligatory insurance and collision damage waiver for the rental car.

Extras and specials

For many scheduled flights it's possible to request certain special meals, such as kosher or vegetarian, and to put in seat requests - for example, window, aisle, smoking or non-smoking, etc. If travelling on a long-haul flight, it's a good idea to advise the airline of your contact phone number so that you can be informed on the day of your departure if there is a major delay.

VIP treatment can take the form of better handling on the ground. An airline representative will smooth you through all the hassles of check-in and will escort you to the airline's own VIP lounge. The cabin crew will be informed of your presence and will make every effort to ensure that your flight is a comfortable and enjoyable one. Airlines normally grant VIP treatment to senior government officials and commercially important customers. Some airlines will allow you to use their VIP lounges if you have paid the first class or full economy class fare.

Other airlines insist that you must be a member of their executive or frequent traveller clubs before they grant you admittance, while some carriers merely charge an annual membership fee that allows you to use their executive lounge whether or not you're actually flying with them. But don't expect VIP treatment if you're travelling at a discount rate.

Alternative flights

It is also possible to travel as a courier for a much reduced fare. The courier 'responsibility' tends only to be for one half of the journey, so it is an inexpensive way to get to your destination with just a little work to do on the way.