The enduring magic of airports: new JCDecaux research reveals powerful opportunities for airports to increase non-aeronautical revenues
Airports play a pivotal role not only as transit hubs, but also as vibrant spaces for engagement and connections. JCDecaux’s latest research, First Class Advertising: the Enduring Magic of Airports, suggests that the role of the airport within the travel experience is more powerful and influential than ever before.
The report, conducted by IPSOS from November – December 2023, surveyed over 11,000 respondents across 14 markets. Offering a new insight into the typical passenger profile, a key finding is that flyers are a premium audience: the typical flyer profile skews younger and wealthier compared to the general population. The research also highlights the importance of business travellers, who have taken more trips in the last 12 months (4.9 trips) compared to the average flyer (3.6).
Airport experience is a special moment and an integral part of the journey: 53% of passengers in the last 12 months arrived at the airport at least two hours before the flight; with the top 3 feelings of flyers being that of excitement, anticipation, and curiosity. Flyers recognise and value the unique allure of the airport environment, with 68% agreeing that the airport is part of their holiday/travel experience, and 71% agreeing the airport is important to them, including layout and atmosphere. 85% of those surveyed have spent money at the airport, and interestingly, 65% do not pre-plan their airport purchases – although 47% feel more at ease purchasing luxury items at the airport over other retail venues.
This combination of younger, wealthier flyers combined with a very positive mindset creates great potential for boosting non-aeronautical revenues. The research found that airport advertising is more powerful and influential than ever: 70% of travellers enjoy looking at the exhibition stands, shops, and advertising within an airport. After being exposed to an advertisement in an airport, 77% claim to have taken at least one engagement or commercial action during or after one of their trips in the last 12 months. Flyers also tend to view airport advertising more favourably than online and social media adverts across key metrics, including the perception of a brand’s quality, creativity, ability to catch attention and overall image.
Flyers consider climate change to be a top concern – but notably, the desire to travel remains strong and traffic outlooks are positive in the coming years. Rather than avoiding or reducing travel, environment-conscious individuals instead aim to reduce their carbon footprints through thoughtful decision-making. It is revealed that individuals often balance their environmental values with other considerations, such as convenience, cost, and personal preferences.
Four industry experts were consulted as part of the study, including Olivier Jankovec, Director General of ACI EUROPE, alongside Paul Griffiths, CEO of Dubai Airports; Erik Juul-Mortensen, President of TFWA; and Tak Ha, Research Director at Ipsos UK. Jankovec provided insight across a variety of the key findings with a specific focus on the role of the airport as part of the passenger experience.
On the finding that climate change is among top 3 flyers’ concerns, Jankovec highlighted the importance of decarbonisation whilst warning of the challenges. “For the aviation industry, decarbonisation is no longer just about a license to grow… The collective strides made by the aviation sector, notably through initiatives like the Airport Carbon Accreditation program spearheaded by ACI, evoke a sense of pride.”
As the lines between business and leisure become more blurred, Jankovec noted that airports are becoming increasingly attentive to providing the best experience for a wider range of travellers. “Airports have embraced diversification in their offerings. This adaptability ensures that the airport experience caters to the varied preferences and profiles of all passengers, reflecting a recognition that every individual contributes value to the overall ecosystem.”
At the ACI EUROPE Annual Congress & General Assembly (Istanbul, Türkiye, 2-4 July 2024); you can hear from Jérôme Lepage, Global Transport Marketing & Business Development Director at JCDecaux, in a panel dedicated to passenger experience and non-aeronautical revenue.
