New research claims to have uncovered additional factors – other than “must-have” criteria such as cost of fares or convenient transport links – that influence how certain passengers choose which airports to use.
A significant 44% of travellers were swayed by food & beverage offerings, and 34% by a good choice of retailers.
The research, from global loyalty agency ICLP, compares Millennial, Generation X (born between early ‘60s and late ‘80s) and Baby Boomer (mid ‘40s to late ‘60s) passengers. It highlights the role of airport loyalty programmes and key points in attracting the Millennial traveller.
Efficient security influenced 77% of travellers and accessible parking 48%. Passengers were also swayed by shop or restaurant offers and discounts from the airport (37%) and access to a premium airport lounge (34%).
The study is particularly significant in revealing the preferences of Millenial passengers. “The rules are changing and a new approach is required,” it stated.
A significant 58% of Millenials said they enjoyed the airport experience compared with 42% of Baby Boomers. 47% of Millenials were influenced by food and drink outlets, compared to 46% of Generation X and 33% of older travellers.
39% of Millenials rated the choice of retailers as a factor in choosing an airport, compared with 38% of Generation X and 20% of Baby Boomers.
“This would suggest that for Millennials, passing through an airport is an experience to make the most of rather than a necessary but inconvenient part of a journey,” the report stated.
ICLP Managing Director Mignon Buckingham said: “This survey highlights the need for airports to identify those passengers who have a choice in the airport they travel from, and understand the factors that are particularly important to that group.
“This is key to communicating with passengers more effectively, motivating customers to return to an airport and ensuring that an airport is in the running at times when the customer has a choice.”
Buckingham said the study revealed that 40% of passengers picked their airport based on the airport loyalty programme. “This shows that there could be an untapped opportunity for airports to drive sales considering only a handful of airports globally currently have a loyalty strategy.”
The survey was conducted by independent research agency SSI, with more than 2,900 travellers questioned.
