The Airport Economy 2016_Sydney Only
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<strong>The</strong> <strong>Airport</strong> <strong>Economy</strong><br />
T H E<br />
C E N T R E<br />
F O R<br />
A T T E N T I O N
<strong>The</strong><br />
<strong>Airport</strong><br />
economy.
<strong>The</strong> Attention <strong>Economy</strong> told us:<br />
Travel was set to take off in<br />
2015 and beyond…<br />
35% had visited the airport<br />
46% intended to travel either domestic N6M or international in the N12M<br />
SOURCE: MILLWARD BROWN & APN OUTDOOR ATTENTION ECONOMY STUDY 2014. AUSTRALIA & NEW ZEALAND<br />
BASEED ON SYDNEY RESPONDENTS
So we wanted to<br />
understand …<br />
<strong>The</strong> airport audience<br />
<strong>The</strong> airport journey<br />
What it means for brands
We spoke to…<br />
1005<br />
Respondents from <strong>Sydney</strong><br />
Aged 16-64<br />
International or<br />
domestic<br />
travellers past<br />
month<br />
International or<br />
domestic travel<br />
planned for<br />
next month
What we found out…
Travel is on the rise<br />
Why…<br />
34%<br />
of respondents said they<br />
are now travelling more<br />
than they were a year ago<br />
<strong>Only</strong> 18% said they are travelling less<br />
More flights, more destinations<br />
More affordable<br />
Competitive industry<br />
Frequent Flyer programs<br />
Visiting family<br />
Business travel<br />
Desire for new experiences
<strong>The</strong> airport audience
While airport audience profile<br />
differs slightly by purpose…<br />
Business Travellers<br />
are more likely to be…<br />
Males<br />
30-54<br />
Have children<br />
Dual income HH<br />
Higher income earners [150k+]<br />
Leisure Travellers<br />
tend to be…<br />
Slightly skewed towards females<br />
Broader age range<br />
Source: Millward Brown & APN Outdoor Attention on <strong>Airport</strong>s Study 2015, <strong>Sydney</strong> respondents.<br />
Based on those who have travelled via air in last month<br />
Business/Leisure travel segments based on last trip
<strong>The</strong> profile of those travelling<br />
is typically broad and desirable<br />
Higher HH Income<br />
$150K+ [21%]<br />
Young adults [28%]<br />
Business<br />
Travellers [21%]<br />
Families [39%]<br />
Main grocery<br />
buyers [77%]<br />
Source: Millward Brown & APN Outdoor Attention on <strong>Airport</strong>s Study 2015, <strong>Sydney</strong> respondents.<br />
Based on those who have travelled via air in last month
<strong>The</strong> airport journey
Taxi or drop off most common<br />
mode type to airport in <strong>Sydney</strong><br />
How do they get to the airport?<br />
Taxi/Hire Car<br />
28% Get dropped<br />
off<br />
21%<br />
Train<br />
21%<br />
Drive<br />
themselves<br />
14%<br />
Shuttle Bus<br />
9% Bus<br />
4%<br />
Source: Millward Brown & APN Outdoor Attention on <strong>Airport</strong>s Study 2015. <strong>Sydney</strong> Respondents.<br />
Based on those who have travelled via air in last month
Reasons for travelling Domestic vs<br />
International are slightly different…<br />
Reason for<br />
travelling<br />
Domestic<br />
International<br />
Holiday 51% 61%<br />
Visiting Family 39% 39%<br />
Business 25% 22%<br />
Family Event 12% 17%<br />
Average<br />
trips per year<br />
Business more likely to<br />
prompt domestic trips.<br />
Domestic<br />
International<br />
Leisure 2.5 1.8<br />
Business 2.5 0.9<br />
Sports Event 11% 12%<br />
Leisure prompting both International and<br />
Domestic trips<br />
Source: Millward Brown & APN Outdoor Attention on <strong>Airport</strong>s Study 2015. <strong>Sydney</strong> Respondents.<br />
Based on those who have travelled via air in last month
Trips are shorter than expected<br />
Typical Trip Length Domestic International<br />
7%<br />
16%<br />
19%<br />
34%<br />
13%<br />
32%<br />
9%<br />
20%<br />
Domestic<br />
average trip: 3-7 days<br />
International<br />
average trip: 10-14<br />
days<br />
9% 9%<br />
4% 2% 2%<br />
7%<br />
One or two<br />
days<br />
A few days<br />
About a<br />
week<br />
Two weeks Three weeks A month Longer than<br />
a month<br />
Source: Millward Brown & APN Outdoor Attention on <strong>Airport</strong>s Study 2015. <strong>Sydney</strong> Respondents.<br />
Based on those who have travelled via air in last month
Checking in…<br />
Using a range of methods depending on the<br />
situation<br />
Typical check-in behaviour<br />
13%<br />
13%<br />
Domestic<br />
International<br />
With airline staff at the airport<br />
6%<br />
13%<br />
Check myself in at the airport<br />
27%<br />
33%<br />
Around 40% still<br />
check in at the<br />
airport, whether they<br />
do it themselves or<br />
with airline staff<br />
On my mobile/cell phone beforehand<br />
Online beforehand<br />
10%<br />
9%<br />
36%<br />
35%<br />
Source: Millward Brown & APN Outdoor Attention on <strong>Airport</strong>s Study 2015. <strong>Sydney</strong> Respondents.<br />
Based on those who have travelled via air in last month
<strong>The</strong> airport is often<br />
considered a positive place…<br />
Excited<br />
[36%]<br />
How do you feel<br />
inside an airport?<br />
Happy<br />
[34%]<br />
Source: Millward Brown & APN Outdoor Attention on <strong>Airport</strong>s Study 2015. <strong>Sydney</strong> Respondents.<br />
Based on those who have travelled via air in last month
Differences seen in mindset<br />
based on their situation<br />
More likely to feel… When travelling for<br />
Business Leisure International Domestic<br />
Frequent Flyers<br />
Bored<br />
Excited<br />
Interested<br />
Calm<br />
Excited<br />
Receptive<br />
Happy<br />
Eager<br />
Relaxed<br />
Happy<br />
Relaxed<br />
Relaxed<br />
Eager<br />
Calm<br />
Interested<br />
Interested<br />
<strong>The</strong>ir ‘mind-set’ when inside the airport provides opportunity to<br />
‘entertain’ audience. However… considerations should be made for<br />
the type of creative that will cut-through.<br />
Source: Millward Brown & APN Outdoor Attention on <strong>Airport</strong>s Study 2015. <strong>Sydney</strong> Respondents.<br />
Based on those who have travelled via air in last month
Use of Wi-Fi is prevalent<br />
along the airport journey<br />
Visited the<br />
airport website<br />
[38%]<br />
Used the<br />
airport app<br />
[11%]<br />
Used the<br />
airport Wi-Fi<br />
[51%]<br />
Source: Millward Brown & APN Outdoor Attention on <strong>Airport</strong>s Study 2015. <strong>Sydney</strong> Respondents.<br />
Based on those who have travelled via air in last month
<strong>The</strong> airport provides<br />
multiple touchpoints
Arrivals<br />
Departing<br />
Connecting with those flying<br />
International<br />
International: [%] Areas visited/spent time in<br />
Drop off area<br />
Check-in<br />
area<br />
Customs<br />
Security<br />
Food Court<br />
Airline<br />
Lounges<br />
Shopping/<br />
Duty Free<br />
Corridors/<br />
Walkways<br />
Departure<br />
gates<br />
Aerobridges<br />
41% 70% 54% 58% 14% 48% 98% 41% 97%<br />
Corridors/<br />
Walkways<br />
Passport<br />
control<br />
Duty Free<br />
Precinct<br />
Baggage<br />
Claim<br />
Customs/<br />
Declaration<br />
Arrivals Hall<br />
Car pick-up<br />
area<br />
Taxi Rank<br />
Bus pickup<br />
area<br />
96% 50% 51% 61% 51% 42% 17% 21% 11%<br />
Source: Millward Brown & APN Outdoor Attention on <strong>Airport</strong>s Study 2015. <strong>Sydney</strong> Respondents.<br />
Based on those who have travelled via air in last month
Arrivals<br />
Departing<br />
As well as those travelling<br />
Domestic<br />
Domestic: [%] Areas visited/spent time in<br />
Check-in area Security Corridors/<br />
Walkways<br />
Food Court<br />
Shopping<br />
precinct<br />
Airline lounge<br />
Departure<br />
gates<br />
Aerobridges<br />
70% 54% 96% 65% 34% 11% 59% 98%<br />
Corridors/ Walkways Baggage Claim Car pick-up area Taxi Rank Bus pickup area Transfer to<br />
international<br />
66% 57% 28% 26% 13% 2%<br />
Source: Millward Brown & APN Outdoor Attention on <strong>Airport</strong>s Study 2015. <strong>Sydney</strong> Respondents.<br />
Based on those who have travelled via air in last month
Plenty of dwell ‘time to fill’<br />
Average time spent<br />
141 minutes<br />
Average International passenger journey<br />
I have more time to<br />
look at ads in the<br />
airport environment<br />
compared to other<br />
environments [50%]<br />
78 minutes<br />
Average Domestic passenger journey<br />
I often look at<br />
advertising inside the<br />
airport to pass the<br />
time [49%]<br />
Source: Millward Brown & APN Outdoor Attention on <strong>Airport</strong>s Study 2015. <strong>Sydney</strong> Respondents.<br />
Based on those who have travelled via air in last month
Engage and impress<br />
them with Digital Billboards<br />
Engage audience<br />
Source: Millward Brown & APN Outdoor Attention on <strong>Airport</strong>s Study 2015. <strong>Sydney</strong> Respondents.<br />
Based on those who have travelled via air in last month
Affinity for travel-related<br />
Appeal to a travel hungry audience<br />
“Travel advertising<br />
gives me ideas of<br />
things to see and<br />
do in the area I am<br />
visiting”<br />
63%<br />
“I’m often looking<br />
for things to do/new<br />
ideas when I arrive<br />
in a new city”<br />
61%<br />
“I like to see ads<br />
about travel ideas<br />
in and around the<br />
airport”<br />
62%<br />
“Often I'm thinking<br />
about/planning my<br />
next trip when I’m<br />
travelling through<br />
the airport”<br />
49%<br />
Ideal environment to prompt with ideas that<br />
are travel/tourism related<br />
Source: Millward Brown & APN Outdoor Attention on <strong>Airport</strong>s Study 2015. <strong>Sydney</strong> Respondents.<br />
Based on those who have travelled via air in last month
Also suitable for a whole<br />
range of categories…
Internals<br />
Suitable categories for inside the <strong>Airport</strong> environment<br />
Airlines<br />
Travel Tourism<br />
Major Events/<br />
Festivals<br />
Luxury Brands<br />
Cars<br />
Food/<br />
Beverages<br />
83%<br />
80%<br />
71%<br />
67%<br />
64%<br />
63%<br />
Tech Products<br />
Fast Food<br />
Fashion/<br />
Accessories<br />
Telco<br />
Entertainment<br />
Jewellery<br />
63%<br />
62%<br />
62%<br />
58%<br />
58%<br />
58%<br />
Retail Outlets<br />
Banking/<br />
Insurance<br />
Alcohol<br />
Government<br />
Universities/<br />
Financial<br />
Services<br />
Education<br />
50%<br />
48%<br />
43%<br />
42%<br />
37%<br />
31%<br />
Source: Millward Brown & APN Outdoor Attention on <strong>Airport</strong>s Study 2015. <strong>Sydney</strong> Respondents.<br />
Based on those who have travelled via air in last month
Externals<br />
Suitable categories for outside the <strong>Airport</strong> environment<br />
Airlines<br />
Travel/Tourism<br />
Major Events/<br />
Festivals<br />
Cars<br />
Telco<br />
Food/<br />
Beverages<br />
81%<br />
85%<br />
80%<br />
68%<br />
66%<br />
65%<br />
Fast Food<br />
Tech Products<br />
Luxury Brands<br />
Entertainment<br />
Retail Outlets<br />
Fashion/<br />
Accessories<br />
65%<br />
66%<br />
65%<br />
58%<br />
55%<br />
58%<br />
Banking/<br />
Financial<br />
Insurance<br />
Alcohol<br />
Universities/<br />
Education<br />
Government<br />
Services<br />
Household<br />
Personal Goods<br />
51%<br />
46%<br />
39%<br />
36%<br />
34%<br />
28%<br />
Source: Millward Brown & APN Outdoor Attention on <strong>Airport</strong>s Study 2015. <strong>Sydney</strong> Respondents.<br />
Based on those who have travelled via air in last month
With the ability to kick start the<br />
path to purchase<br />
61% have ever<br />
taken action<br />
after seeing an ad in the airport<br />
Search<br />
ComparisonConsideration<br />
Researched the product or<br />
service in store<br />
Researched the product or<br />
service online<br />
Have compared prices of<br />
the advertised product or<br />
services<br />
Considered the<br />
product/service next time<br />
they were looking to make<br />
a purchase<br />
26% 40% 27% 35%<br />
Source: Millward Brown & APN Outdoor Attention on <strong>Airport</strong>s Study 2015. <strong>Sydney</strong> Respondents.<br />
Based on those who have travelled via air in last month
Opportunity to interact with<br />
customers<br />
39%<br />
Have interacted<br />
57%<br />
Would interact<br />
Make the offer compelling:<br />
Discounts/Vouchers [55%]<br />
Reward/Loyalty Points [54%]<br />
Competition [35%]<br />
Physical interaction with an ad<br />
96% Like the idea of<br />
interacting with advertising in<br />
and around the airport,<br />
especially if there's<br />
something in it for them<br />
Source: Millward Brown & APN Outdoor Attention on <strong>Airport</strong>s Study 2015. <strong>Sydney</strong> Respondents.<br />
Based on those who have travelled via air in last month
What it means for brands…<br />
Travel is growing<br />
Reach a broad and desirable audience<br />
Multiple touchpoints, high dwell times<br />
Receptive to seeing multiple categories<br />
Engage and impress with Digital Billboards
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