Resource Manual for Airport In-Terminal Concessions (2011) / Chapter Skim
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4 The Passenger and Customer Profile
4 The Passenger and Customer Profile
Pages 40-51
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From page 40... ...
Other variables, such as demographics, nationality, destination of passengers, reason for travel, and whether they are O&D or connecting passengers, will affect passenger behavior, their purchasing habits, and their wants and needs at the airport. Market researchers use a more sophisticated market segmentation methodology in advertising and marketing research than is usually used in planning an airport's retail concessions.
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From page 41... ...
The definition of these preferences is most often determined using market research tools, such as direct customer surveys. Only after these preferences are defined will it be possible for the airport operator to fine-tune its concession program to respond accordingly, optimizing the locations of concessions and maximizing the level of service, gross sales, airport revenue, spend per passenger, and space productivity.
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From page 42... ...
Finally, arriving international passengers are more likely to be funneled through a single exit from the secure Customs area, allowing for concessions geared to arriving passengers and their meeters and greeters to be clustered, preferably in visible locations. 4.2.3 Domestic Departing Passengers Departing domestic passengers account for the largest percentage of concession sales at many airports.
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From page 43... ...
Again, only a thorough knowledge of passenger behavior will allow the airport operator to determine the optimal split. The Passenger and Customer Profile 43 Note: 16 large and 16 medium hub concession managers responding.
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From page 44... ...
Cultural differences can affect demand in this market segment; people accompanying departing passengers from some cultures are more likely to spend time with passengers at the airport before they leave on a trip. 4.3.5 Employees Employees represent an important market segment of potentially repeat customers and may generate a significant portion of concession gross sales, especially in the food and beverage and 44 Resource Manual for Airport In-Terminal Concessions
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From page 45... ...
Percentage of airport employees visiting concessions at a U.S. west coast international airport.
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From page 46... ...
The destination of outbound passengers, especially international passengers, can also significantly influence shopping behavior and spending patterns and, in turn, significantly affect the performance of a concession program as well as its composition. Figure 4-5 illustrates the results of a recent survey of a major Eastern U.S.
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From page 47... ...
4.6 Customer Surveys and Focus Groups The importance of gaining an in-depth knowledge of the various segments of an airport's customer base -- in terms of demographics, wants, needs, and preferences -- to be able to develop a concession program that will perform well was discussed in previous sections. An airport operator can gain this knowledge in several ways.
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From page 48... ...
The survey conducted for this study indicated that only about one-third of airport operators reported surveying employees, and just under half of airport operators reported surveying meeters/greeters and farewellers. Although these segments are small in relation to the departing passenger segment, identifying the needs and wants of these market segments can strengthen the overall concession program and provide long-term incremental revenues for the airport enterprise.
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From page 49... ...
For example, persons of Hispanic origin in Miami tend to arrive at the airport in large groups to meet arriving passengers, as do persons of Italian descent in Montreal. In Los Angeles and San Francisco, Asian The Passenger and Customer Profile 49 Figure 4-7.
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From page 50... ...
Survey questions for meeters/greeters and wellwishers typically cover the following: • Number of persons in party • Age group • Gender • Frequency of visits to airport • Opinion on concessions and services in terminal • Preferences for concessions and services • Time spent in airport • Amount spent in airport • Distance traveled to airport • Household income 4.6.3 Airport Employee Surveys Employee surveys are usually conducted to measure satisfaction with airport facilities and services, obtain information for transportation or concession planning, and address issues such as communications and knowledge of airport procedures. The survey questions typically cover the following topics: • Category of employer (airline, airport, tenant, or other)
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From page 51... ...
4.6.7 Advanced Market Research Techniques Consumer product companies use market research to understand their customers' demographic status and lifestyle preferences. Consumer research firms conduct broad-based research of buying trends, income, lifestyles, family status, and residence using census and zip code data typically used in market research, advertising, retail location decisions, and other commercial applications.
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