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“First Class Advertising – The Enduring Magic of Airports”, based on an online survey of 11,368 respondents across 14 markets, provides an updated perspective on air passenger profiles, their relationship with the airport environment and their perception of advertising within airports.

Flyers are a premium audience

Today’s flyers tend to be younger (index 111) and more affluent (index 123) than the general population, making them a highly desirable audience for advertisers. Flyers in the main hubs where JCDecaux is present tend to be even more premium.

More Business flyers, still travelling a lot

Forget the stereotypes about Business flyers not travelling anymore! The ACI ASQ Global Traveller Survey shows that the volume of Business flyers has actually increased in 2023 compared to 2019 (24% vs 22) and the Ipsos research shows they maintain a notably higher frequency of travel compared to the average flyer, with an average of almost 5 trips over the past 12 months versus 3.6 for the general flyer population. Plus, global air travel intention remains robust.

Airports are more than just gateways

Travellers view airports as an integral part of the journey. They arrive early to enjoy the airport experience fully (53% of flyers in the past 12 months arrive at the airport at least 2 hours before their flight) with a positive mindset (the predominant feelings, whether at departures or arrivals, are excitement, anticipation, and curiosity) and overwhelmingly recognise and value the unique appeal of the airport environment (71% express appreciation for the layout and ambiance of airports, and 71% agree that it a very different experience from their everyday routine of life).

Airport passengers

Shopping fever at the airport

3 key figures:
•    A whopping 85% of flyers have spent money at the airport in the past 12 months (excluding spend on food and beverages).
•    65% of flyers indicate that they do not pre-plan their purchase at the airport, presenting an opportunity for influence and spontaneous consumption.
•    Close to half of the surveyed flyers (47%) express a heightened sense of comfort when it comes to purchasing luxury items at the airport, as opposed to other retail locations. This confirms that airports hold a unique appeal and environment instilling a greater sense of confidence and ease among flyers when making high-end purchases at the airport.

Flyers appreciate airport advertising

70% of flyers indicate that they enjoy looking at the exhibition stands, shops, advertising, and other things to see when they are at the airport. Top associations for brands being advertised at the airport are that they are “global”, “successful”, “innovative”, “trustworthy”, and “prestigious”: all very positive associations that demonstrate the favorable perception flyers have of the airport environment, which positively impacts brands advertising in that environment. Furthermore, flyers view airport advertising more favorably than online and social media ads across key metrics such as international status, creativity, superior quality, attention and superior brand image.

Airport advertising prompts action throughout the entire funnel, be it at the airport or beyond

77% of flyers in the past 12 months have taken at least one action during or after their trip after being exposed to an advertisement at the airport. Airport advertising influences consumer choices across the entire purchasing funnel, affecting awareness, consideration, and conversion.

Not only do flyers enjoy the airport experience and advertising, but they are also receptive to it and act upon it, making airport advertising more powerful and influential than ever. Jérôme Lepage Marketing & Business Development Director – Transport Division, JCDecaux

These insights offer a glimpse into the findings of the research. Want to know more? Watch the replay of the webinar presenting the key findings of “First Class Advertising - The Enduring Magic of Airports”:

 

Published in For brands