1. Market Research
Sydney – Europe

2. Background Destinations include: Research only takes
e.g. Emirates european network >
Research only takes
account of 1 stop services to Europe and excludes codeshare
Really long flight – takes around 23 hours to get there!
Many airlines offer connection from their hubs to Europe

3. Statistics / secondary data
Transit Cities include:
Singapore, Hong Kong, Dubai, Bangkok, Kuala Lumpur
London is the most popular destination in the market

4. Factors affecting passenger choice
Safety Record
Price
In-flight entertainment
In-flight meals / refreshments
Airline’s Overall Reputation
Seat Comfort and Pitch (legroom)
Transit City
Flight Schedule
Previous Experience with the Airline
Airline Lounges at Airport
Services by Airline’s cabin crew

5. Our predictions….
Expect seat comfort, IFE, meals to be more important (23 hour trip)
Comfort / entertainment > price / schedule
Different age groups with different wants

6. Survey plan /design Surveyed those who have flown to Europe before
as well as those who haven’t (potential market)
Demographics
Past flying experience
Rating the importance of factors
Ranking / use of preference (talk about this later)
Promotion
Additional comments

7. Number of surveys conducted
49% students, 51% others
Nationality: Australian > Chinese > others
Age groups
Occupations
Identified 2 business travellers on this route

8. Analysis The most important factors Differential Scale
1 Safety record of airline
2 Price of airfares
3 Previous experience on airline
Least important:
Airline airport lounges
Ranking question
1 Price of airfare
2 Safety record of airline
3 Seat pitch and comfort
Least important:
Airline airport lounges

9. Surprises Students preference for In-Flight Entertainment
(lower than expected!)
Ranking vs Scale for students preference
Nationality and airline selection
“which airline do you prefer to fly on?”
Demographic and potential non-stop flights
- students, electricians, lecturers, engineers, accountants

10. Promotion and Advertising
Virgin Atlantic
- very little awareness (only 1 person noticed it!)
Survey conducted prior to Sun-Herald promotion
Sponsorship
- Emirates e.g. Cricket / Horse Racing

11. Conclusion Safety and Price most important
Nationality (“the dark horse”)
More surveys next time!!