Air transport customers do not always behave economically rational, when making their transport decisions. Irrational decision making by customers implies that economically driven models do not explain consumer choice precisely. They miss out on soft decision factors, which are difficult to quantitatively measure and may make up to half of a decision models variables. Customers are in search of well-being when they travel. This is especially the case for Swiss travellers buying annual general tickets on first class with ground transport or for business class travellers of airlines. The buying decision process is influenced by reasonable, economically irrational decision factors such as well-being, recreation, flexibility and freedom, etc. Economy and “second” class travellers have become more rational decision makers over time focusing mainly on price and ancillary costs of their consumption. They focus on the basic transport service as the product and maximize their personal utility.