airport experience survey (january 2015). page: 2 © 2015 iclployalty.com to better understand...

Airport experience survey(January 2015)

http://hamburgaviationconference.com/

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



• +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



Thinking about your last journey, rank what determined your choice of airport?

Airport facilities Flight price Airline route Airport location0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Base: 663

Price less important than location



How long before your flight do you generally arrive at the airport?

With

as

little

time

to s

pare

as

poss

ible

Less

than

the

reco

mm

ende

d tim

e

At the

reco

mm

ende

d tim

e

Befor

e th

e re

com

men

ded

time

0%

10%

20%

30%

40%

50%

Time of arrival at 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



How many round-trip flights do you tend to take in a year?

0.0

2.0

4.0

6.0

8.0

10.0

12.0

14.0

16.0

Average round trips

• 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



Visiting friends and/or rela-tives

Business Leisure0%

10%

20%

30%

40%

50%

60%

At the recommended time Before the recommended time

Less than the recommended time With as little time to spare as possible

Whilst greater proportion arriving on time for leisure vs business; still a high proportion of less than recommended time arrivals for leisure, suggesting impact of personal attitude

How long before your flight do you generally arrive at the airport?



Why do you not arrive at the airport early or on time?

I don't like airports

Airports are too crowded

I leave enough time to buy a few

things

There is too much focus on shops and not enough seats

I don't have time to spare

I leave enough time to grab a snack/drink

I travel a lot and already spend

too much time in airports

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Female Male

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



Why do you arrive at the airport early or on time?

I like

to s

pend

time

in th

e VIP

loun

ge

I enjo

y th

e air

port

expe

rienc

e

I like

to b

rowse

the

shop

s in

the

airpo

rt

I like

to h

ave

som

ethin

g to

eat

/drin

k be

fore

a fli

ght

I wor

ry a

bout

che

ck-in

/sec

urity

que

ues

0%

20%

40%

60%

80%

100%

All Female Male

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



Before you travelled, did you receive any communications or offers for use during your trip?

Yes0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

All Dwellers Speeders

• Only a quarter of airport customers received any communications



Before you travelled, did you receive any communications/or offers for use during your trip? By Frequency of air travel

Less than 3 Between 3 and 7 More than 7 All

82%

72% 72%75%

18%

28% 28%25%

No Yes

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.



Where did these communications/offers come from?

Airline Outbound airport Hotel Car rental company Other, please specify: Inbound airport0%

10%

20%

30%

40%

50%

60%

70%

80%

All

• 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



Did the communications relate to offers from any of the following?

Inbo

und

airpo

rt sh

oppin

g

Airpor

t res

taur

ants

, caf

es, b

ars

Out

boun

d air

port

shop

ping

Inbo

und

airpo

rt tra

nsfe

rs

Out

boun

d air

port

trans

fers

Airpor

t par

king

Car re

ntal

Hotels

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

All




Did you find the offer relevant to you?

Yes No0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

All At the recommended time Before the recommended time



Low relevance, especially amongst frequent travellers



Did you take up the offer?

Yes No0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

All At the recommended time Before the recommended time Less than the recommended time

With as little time to spare as possible


• 18% acted upon the communication



Communications from Airports

Base: 262 European adults who currently receive communications from airports



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)

None of the above Airport website Airport app0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Dwellers Speeders

Base: 663



What are the main reasons for visiting the airport website and/or mobile app?

Base: 256 who had visited website/app before a flight

Check

whic

h te

rmina

l to u

se

Check

dep

artu

re /

arriv

al tim

es

Check

how

to g

et to

/ fro

m th

e air

port

Oth

er, p

lease

spe

cify

Find o

ut a

bout

caf

es/b

ars/

rest

aura

nts

Find o

ut w

hat s

hops

are

ther

e

Find o

ut w

hat o

ther

am

enitie

s ar

e av

ailab

le

Check

if th

ere

is a

pre-

orde

r ser

vice

for s

hopp

ing0%

10%

20%

30%

40%

50%

Dwellers Speeders



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

Mobile app No preference Website Would prefer both to be available

Wouldn't use either0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Dwellers Speeders



Still thinking about your last flight:

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Outbound Airport Inbound Airport

Base: 663

40% would like more info on shops and restaurants in advance of travel



How satisfied were you with the shops at the airport?

All0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2%4%

46%

41%

5%

Totally unsatisfied Unsatisfied Neutral Satisfied Totally satisfied

Base: 663



Why were you not satisfied with the shops at the airport?

Not enough shops Too busy Other, please specify: Lack of choice Too expensive0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

All At the recommended time Before the recommended time


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



Why were you not satisfied with the shops at the airport?

Not enough shops Too busy Lack of choice Too expensive0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

All Female Male

Base: 353 respondents who were not happy with the shops at the airport

Women think there aren’t enough shops!



Watch

es/jewelle

ry

Electronics

Fash

ion

VIP lounge acc

ess

Duty fre

e alcohol

Gifts

Cosmetics/

perfumes

Alcoholic

drinks

Newspapers/

magazines

Other drin

ks

Snack

s

A meal

3%

9% 10%14%

17%21% 21%

25%

33%37%

51%55%

2% 3% 4%8%

19%23%

12%

18%15%

32%

43%

38%

Outbound vs Inbound Airport


Did you spend money on any of the following at the airport? Spend is generally higher outbound vs inbound



% spending at the airport by time of arrival

Before the recommended time At the recommended time Speeders All

95% 92%88%

92%

84% 83%

74%82%

Outbound Inbound

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%



Are there any products or services that do not feature at the airport that you would like to see?



Would you have an interest in purchasing any of the following products from an airport?

Base: 663

Creche Pre-ordered shopping

Pre-ordered duty free

VIP lounges None of the above Security fast track

2%

7%

12%

35% 36% 37%

1%4%

12%

29%

34%

29%


Outbound vs inbound airport

A number of commercial opportunities for airports



• 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



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



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.


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



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%).


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



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”


airport experience survey (january 2015). page: 2 © 2015 iclployalty.com to better understand...

Documents

airport slide

communications slide

flight slide

spending slide

recommended time

choice of airport

location slide

necessary slide