JCDecaux unveils “First Class Advertising – The Enduring Magic of Airports”, the latest global airport research

JCDecaux unveils “First Class Advertising – The Enduring Magic of Airports”, the latest global airport research

Paris, February 28^th, 2024 - JCDecaux SE (Euronext Paris: DEC), the number one outdoor advertising company worldwide, has unveiled today its latest international airport research called “First Class Advertising – The Enduring Magic of Airports”. This comprehensive study, carried out by Ipsos, provides an updated perspective on air passenger profiles, their relationship with the airport environment and their perception of advertising within airports.

A premium, younger and more affluent audience

The Ipsos research unveils that the typical flyer profile tends to be younger (index 111 for aged 25-44) and more affluent (index 123 for high income) compared to the general population.

Despite the development of videocoference applications, the ACI ASQ Global Traveller Survey shows that the volume of Business travellers 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. And global air travel intention remains robust.

Airports hold a special allure for travellers, serving as integral components of their overall travel experience rather than mere stopovers

The predominant feelings, whether at departures or arrivals, are excitement and curiosity. Moreover, flyers overwhelmingly recognise and value the unique appeal of the airport environment, indicating its profound influence on their perceptions and experiences. A remarkable 71% express appreciation for the layout and ambiance of airports. Similarly, an equal percentage (71%) underscores the distinctive and exclusive nature of the airport experience, distinguishing it from the everyday routines of life. Additionally, a notable 68% agree that airports are essential components of their holiday or travel experiences.

Shopping holds a pivotal role in the airport experience for travellers

Indeed, a striking 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.

Also, 65% of flyers do not pre-plan their purchase at the airport, presenting an opportunity for influence and spontaneous consumption.

Airport advertising is more powerful and influential than ever