This report is the result of global business travellers with regard to airport operators and retailers’ efforts to increase non-aeronautical revenues to capitalize on growing passenger volumes.
It offers:
- Analysis of trends in airport retail, with an exploration of how opportunities and demand are set to change in 2013-2014.
- Access to the opinions and purchasing behaviours of business travellers, in addition to an examination of their expectations of total expenditure at airport retail outlets and necessary developments for better footfall.
- Information categorized by age, gender, income levels, region, travel destination and travel frequency, in addition to comparative analysis between two years of survey results (wherever applicable).
- An examination of:
- Store visits and time spend
- Projection of shopping expenditure
- Product selection criteria
- Impact of new shopping features
- Marketing initiatives
- Prominent products and associated growth opportunities
- Payment methods and their significance
- Airports with best retail experience
- Factors affecting business travellers’ purchasing demand
- Duty-free shopping concerns
- Most visible and popular products
- Preferred product categories
This will facilitate:
- Organizations developing accurate expectations with regard to travellers’ likely expenditure in airport retail outlets, and a proper understanding of the necessary developments for better business travellers’ footfall.
- Identification of the key challenges and opportunities in shopping at duty-free and duty paid outlets, in addition to the key actions required to overcome the challenges.
- Accurate perception of the significance of pre-planned and impulse buying behaviours at airport retail outlets.
- Identification of key product categories that occupy a significant portion of airport retail space and recognition of the most popular products purchased in the last six months.
Promotional Offers Identified as the Key to Airport Retail Success in 2013-14
Promotional offers have been identified as essential for the airport retail industry for success in 2013-2014, according to leading consumer specialist report – Global Business Travellers Airport Retail Trends, 2013-2014 – with 78% of survey respondents identifying the ‘promotion of price advantages over city-centre retailers’ as the key activity that can optimize the business of airport retailers.
This report is the result of an extensive survey of global business travellers with regard to airport operators and retailers’ efforts to increase non-aeronautical revenues to capitalize on growing passenger volumes. It offers analysis of trends in airport retail, with an explanation of how opportunities and demand are set to change in 2013-14, providing access to the opinions and purchasing behaviors of business travellers, in addition to an examination of their expectations of total expenditure at airport retail outlets and necessary developments for better footfall.
This information is categorized by age, gender, income levels, region, travel destination, and travel frequency, examining a wide range of variables in regard to purchasing behaviour in airport retail outlets. This facilitates the formulation of accurate expectations with regard to travellers’ behaviour, in addition to the identification of key challenges, opportunities, product categories, and promotional activities to maximize revenue in the airport retail market, thereby making Global Business Travellers’ Airport Retail Trends, 2013-2014 required reading for those seeking to position their businesses to meet the expectations and demands of global business travellers.
Some Key Insights Include:
- When travelling by air, the highest percentage of passengers prefers to shop at retail stores.
- Overall, 52% of respondents spent ‘US$25-US$100’ on shopping at duty free airport retail shops, whilst 45% spend ‘less than US$25’ at duty paid airport retail outlets.
- Respondents expect ‘no or minimal change’ in their overall shopping expenditure at airport retail stores 2013-2014, with only 17% of respondents forecasting their overall shopping at airport retail stores to increase considerable over the next six months – a decline of 2% from the respondents who expressed similar opinions in 2012.
- Tobacco, perfumes, cosmetics, and alcoholic beverages are the most popular products amongst pre-planned purchases, whilst art and craft, music and video, and clothing and footwear products are the most likely to be purchased on impulse.
- ‘Renowned brands at discounted prices’, ‘last minute gifts’, and ‘utilization of time’ are the key factors to induce purchase at airport retail stores.
- ‘Occasional high prices’, ‘return or exchange of goods’, and ‘security concerns for liquid items’ are the most pressing concerns that influence shopping at airport retail outlets.
- Promoting price advantages over city-centre retailers’ and ‘adapting offers to passenger profiles are crucial for business of airport retailers.
- Dubai International Airport and Heathrow Terminal 5 Airport are the leading airports in terms of the retail experience offered to business travellers.
