New Study Looks at Travelers’ Perceptions of Airport Advertising

“This research underscores the significant impact airports have on passenger perceptions and behaviors.”

New Study Looks at Travelers’ Perceptions of Airport Advertising

“This research underscores the significant impact airports have on passenger perceptions and behaviors.”

Outdoor advertising giant, JCDecaux SE has released its latest international airport research called “First Class Advertising – The Enduring Magic of Airports”. The study, done by Ipsos, offers insights into air passenger profiles, their relationship with the airport environment, and their perception of advertising within airports.

A premium, younger and more affluent audience

According to the Ipsos research, the typical flyer profile tends to be younger and more affluent compared to the general population.

Despite the development of video conference applications, the ACI ASQ Global Traveler Survey found that the volume of Business travelers has increased in 2022 and 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.


 

“Airports hold a special allure for travelers, serving as integral components of their overall travel experience rather than mere stopovers,” JCDecaux said. “The predominant feelings, whether at departures or arrivals, are excitement and curiosity. Moreover, flyers overwhelmingly recognize and value the unique appeal of the airport environment, indicating its profound influence on their perceptions and experiences.”

Shopping plays a pivotal role in the airport experience

The study found that 85% of flyers have made purchases at the airport in the past 12 months, indicating a strong engagement with retail offerings. This figure excludes spend on food and beverages.

It additionally found that 65% of flyers do not pre-plan their purchase at the airport, presenting brands with an opportunity for influence and spontaneous consumption.

According to the report airport advertising is more powerful and influential than ever, with JCDecaux adding that “the majority of travelers perceive airport advertising in a positive light.”


 

Top associations for brands being advertised at the airport are that they are “global”, “successful”, “innovative”, “trustworthy”, and “prestigious”, said the report adding that airport advertising influences consumer choices across the entire purchasing funnel, affecting awareness, consideration, and conversion.

“This research underscores the significant impact airports have on passenger perceptions and behaviors, highlighting the importance of airport advertising in capturing the attention and influencing the actions of this highly engaged audience,” said Kelly Beaver MBE, Chief Executive of Ipsos UK and Ireland.

Jérôme Lepage, Marketing & Business Development Director – Transport Division of JCDecaux, added: “The Ipsos research findings confirm the potent opportunity for brands to connect with business, leisure and the new bleisure travelers in these influential spaces.

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.”


Conducted by Ipsos on behalf of JCDecaux, the study involved a 15-minute online survey of 11,368 participants aged 18-65 in 14 global markets: Australia, Belgium, Brazil, Mainland China and China Hong-Kong SAR, France, Germany, India, Italy, Saudi Arabia, Singapore, United Arab Emirates, United Kingdom, and United States. The fieldwork was conducted between November 2 and December 1, 2023.

Image by Artur Tumasjan.

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