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Published byVeronica Mathes
Modified about 1 year ago
Airport experience survey (January 2015)
Page: 2 © 2015 iclployalty.com To better understand traveller behaviour at airports with view to increasing spend at airports. Understand customer behaviours at the airport in relation to dwell time Understand the nature of communications to airport customers and impact on purchase Objectives
Page: 3 © 2015 iclployalty.com +660 respondents 28 countries (European/UK-biased) 60:40 M/F 65% aged 25-55; 50% without dependent children Travel-biased and slightly skewed towards higher incomes More than half travelled in previous 2 months 50%+ leisure, even split business and Friends/Relatives Audience
Page: 4 © 2015 iclployalty.com Thinking about your last journey, rank what determined your choice of airport? Base: 663 Price less important than location
Page: 5 © 2015 iclployalty.com How long before your flight do you generally arrive at the airport? Base: 663 The majority arrive at the airport early or at the recommended time, thus allowing for plenty of dwell time at the airport
Page: 6 © 2015 iclployalty.com How many round-trip flights do you tend to take in a year? Inverse correlation between the number of flights taken and dwell time at the airport Thus those that fly the most spend the least time at the airport on each trip Base: 663
Page: 7 © 2015 iclployalty.com How long before your flight do you generally arrive at the airport?
Page: 8 © 2015 iclployalty.com Why do you not arrive at the airport early or on time? Base: 129 total respondents who arrived with little time to spare (30) or less than recommended (99) The feeling of ‘spending too much time in airports’ tends to dominate these frequent travellers views towards airports vs averse to spending money; attitude that not necessary
Page: 9 © 2015 iclployalty.com Why do you arrive at the airport early or on time? Base: 534 total respondents who arrived before the recommended time or at the recommended time While security concerns appear to be the main driver for arriving early at an airport there is considerable propensity to for spending
Page: 10 © 2015 iclployalty.com Before you travelled, did you receive any communications or offers for use during your trip? Only a quarter of airport customers received any communications
Page: 11 © 2015 iclployalty.com Before you travelled, did you receive any communications/or offers for use during your trip? By Frequency of air travel Base: 663 total respondents. Less than 3: 215, between 3 and 7: 278, More than 7: 170 Least frequent travellers are less likely to have previously interacted with travel services and therefore are less likely to receive comms overall.
Page: 12 © 2015 iclployalty.com Where did these communications/offers come from? Airlines appear to own the traveller journey in terms of communications leaving airports having to work hard to be heard amongst the noise; many have no means of communication Base: 164 who received communications prior to a flight
Page: 13 © 2015 iclployalty.com Did the communications relate to offers from any of the following? Base: 164 who received communications prior to a flight
Page: 14 © 2015 iclployalty.com Did you find the offer relevant to you? Base: 164 who received communications prior to a flight Low relevance, especially amongst frequent travellers
Page: 15 © 2015 iclployalty.com Did you take up the offer? Base: 164 who received communications prior to a flight 18% acted upon the communication
Page: 16 © 2015 iclployalty.com Communications from Airports Base: 262 European adults who currently receive communications from airports
Page: 17 © 2015 iclployalty.com Before your last flight did you visit the airport website and/or mobile app? Very little airport research conducted before a flight although a greater propensity to do so from the early arrivers (less frequent travellers) Base: 663
Page: 18 © 2015 iclployalty.com What are the main reasons for visiting the airport website and/or mobile app? Base: 256 who had visited website/app before a flight
Page: 19 © 2015 iclployalty.com When finding out information about an airport do you prefer to use a mobile app or a website? While the majority prefer the availability of a website the high response towards ‘both’ highlights the need for a mobile app particularly with travellers’ reliance on smart phones
Page: 20 © 2015 iclployalty.com Still thinking about your last flight: Base: % would like more info on shops and restaurants in advance of travel
Page: 21 © 2015 iclployalty.com How satisfied were you with the shops at the airport? Base: 663
Page: 22 © 2015 iclployalty.com Why were you not satisfied with the shops at the airport? Base: 353 respondents who were not happy with the shops at the airport Despite respondents’ skew to higher incomes, still feeling that shops are too expensive
Page: 23 © 2015 iclployalty.com Why were you not satisfied with the shops at the airport? Base: 353 respondents who were not happy with the shops at the airport Women think there aren’t enough shops!
Page: 24 © 2015 iclployalty.com Did you spend money on any of the following at the airport? Spend is generally higher outbound vs inbound
Page: 25 © 2015 iclployalty.com % spending at the airport by time of arrival Base: 663 total respondents.. At the recommended time:234. Before the recommended time: 300. Speeders: 129 Some correlation between dwell time and spend SITA: 10m+ in security reduces spend by 30%
Page: 26 © 2015 iclployalty.com Are there any products or services that do not feature at the airport that you would like to see?
Page: 27 © 2015 iclployalty.com Would you have an interest in purchasing any of the following products from an airport? Base: 663 Outbound vs inbound airport A number of commercial opportunities for airports
Page: 28 © 2015 iclployalty.com Correlation between dwell time and travel frequency –Frequency more significant than class/reason of travel –Take account of customer attitude as well as transaction Correlation between dwell time and spend Overall lack of communications; airline-dominated and low relevance to the customer Airport communications hardly feature but, where relevant, customers say they impact both dwell time and spend at Airport –For many aiports, the customer is anonymous Airports have an opportunity to generate both direct (retail/F&B/lounge spend, car parking) as well as ancillary revenue from customers with a more structured approach to customer management and communications Conclusions
Page: 29 © 2015 iclployalty.com
Page: 30 © 2015 iclployalty.com Arriving when advised (35%) They tend to spend on average on 3.1 of the 13 categories suggested (outbound), in particular a snack (47%), a meal (56%) and a drink (65%) are common. When flying back are less likely to spend - on an average of 2.3 categories, in particular 38% spend on a meal inbound. Almost even split of satisfaction or neutrality toward airport shopping; when not satisfied is mostly for lack of choice or the choice being among expensive brands. They could account for 33% of airport transactions per year (estimate based on categories selected and number of flights) Demographics Younger age demographic: 66% are younger than 45 Balanced split of gender demographics (52% male, 47% female) One third has children Spread levels of income Most likely to be mid management or trained professionals Traveller profile 5.4 flights a year 54% leisure travellers to 18% business
Page: 31 © 2015 iclployalty.com Arriving before suggested time (45%) They tend to spend on average on 3.2 of the 13 categories suggested (outbound), newspapers and magazines are most common with this segment (38%). When flying back are less likely to spend spending on an average of 2.4 categories, in particular 38% spend on a meal inbound. Almost even split of satisfaction or neutrality toward airport shopping; when not satisfied is mostly for lack of choice or the choice being among expensive brands. They could account for 39% of airport transactions per year (estimate based on categories selected and number of flights) Demographics Slightly older average age Male dominated (58% male, 42% female) One third has children Spread levels of income Most likely to be mid management or trained professionals Traveller Profile Travel 4.9 times a year 53% leisure travellers 22% business
Page: 32 © 2015 iclployalty.com Speeders (20%) They tend to spend on average on 2.7 of the 13 categories suggested. Least likely to spend on anything, only with respect to airport lounges, snacks and magazines they are in line with the average or above When flying back are less likely to spend - spending on an average of 2 categories. Half are neutral and one in ten is not satisfied with airport shops. This is mainly due to the shops being too busy, expensive or personal particular reasons (32%). They could account for 28% of airport transactions per year (estimate based on categories selected and number of flights) Demographics Older segment (47% are older than 45) Male dominated gender demographics (67% male, 29% female) One third have children but most likely than other segments to have more than one child (22%) Higher incomes: One in four earns more than £75000 (Same proportion for €75000) Most likely to be mid, upper management or consultants Traveller profile 37% business travellers and 40% leisure Frequent fliers – 10 flights on average per annum
Page: 33 © 2015 iclployalty.com Women “More free & comfortable places to hang out - Dubai airport for example has a section of flat loungers so you can have a nap if you have a long lay over.. I would be encouraged to go and have coffee or a drink if there was a comfortable sofa.” “Handbags” “More options in terms of places to eat including fast food and things to take on the plane plus more high street brands rather than the focus on luxury” “Family security fast-track” Men “There is no need to research what will be available in an airport via web or mobile, you can guarantee there will be a Costa, Starbucks, Pret etc etc giving the illusion of choice when in fact it's all the same thing.” “Massage, travelling is stressful” “I'd value a free/open wi-fi, I hate to pay for a service that I consider basic like the water.” “More opportunities to buy flowers on arrival!” “More food shops, less high end handbag shops.” “Better 'takeaway' services to bring healthier meals/sandwiches/snacks on flights”
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