BATON ROUGE Metropolitan Airport

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1 BATON ROUGE Metropolitan Airport May August, 2011 presented by:

2 Why the research? objective and methodology SCI was contacted by the Baton Rouge Metropolitan airport (BTR) to determine, using a quantitative methodology (online interviewing), the travel habits of BTR s frequent fliers. Frequent fliers were contacted via , either directly or through their employer. In addition, individuals responsible for travel for their company / organization were asked to participate. 2

3 objective and methodology Qualified respondents either self identified as frequent fliers via BTR s website, were identified by their employer / organization, or were identified by BTR as the travel liaison for an employer / organization. The companies / organizations contacted for internal distribution of the survey included: o Albermarle o Amedisys o Blue Cross Blue Shield of Louisiana o Community Coffee o ExxonMobil o James Construction o K TEK o Lamar Advertising o Louisiana State Government / Short s Travel Management o Louisiana State University o Ochsner Health System o Our Lady of the Lake Regional Medical Center o The Shaw Group o Southern University o Turner Industries 3

4 Fielding Details objective and methodology The survey was programmed into SCI s proprietary online survey application, Crossbow TM. Survey links were sent, via Crossbow TM, from SCI s facility in Baton Rouge, LA. 4

5 SCI s Computer Assisted Telephone Interviewing facility Quantitative Research (phone and web interviews) Qualitative Research (focus and mock jury groups)

6 Fielding Details objective and methodology The survey was programmed into SCI s proprietary online survey application, Crossbow TM. Survey links were sent, via Crossbow TM, from SCI s facility in Baton Rouge, LA. Three thousand eight hundred and fifteen (3,815) respondents were contacted, both by SCI and by company / organization travel liaison, leading to 1,616 completed surveys. 6

7 Q1: Do you PRIMARILY travel for business, pleasure, or both? business, 30% both, 50% pleasure, 20% 7

8 business travel Q2: Who usually books your business travel flights? 63% 55% 68% 30% 36% 27% 7% 9% 6% me my company / my assistant other total business travelers "both" travelers 8

9 pleasure travel Q3: Who usually books your pleasure travel flights? 87% 87% 87% 10% 11% 10% 2% 1% 2% 1% 1% 1% me my spouse my travel agent other total pleasure travelers "both" travelers 9

10 Q4: When traveling for business, how important is it for you to travel non stop? non stop travel 41% 42% 39% 30% 28% 27% 13% 11% 10% 18% 19% 17% 2% 1% 3% not at all important not important neither inmportant nor unimportant important very important total business travelers "both" travelers 10

11 Q5: When traveling for pleasure, how important is it for you to travel non stop? non stop travel 47% 41% 39% 26% 27% 24% 12% 10% 12% 18% 19% 16% 3% 3% 3% not at all important not important neither inmportant nor unimportant important very important total pleasure travelers "both" travelers 11

12 Q6: When traveling for business, how important is it for you to travel with a low cost carrier? low cost carrier 43% 42% 44% 21% 22% 21% 28% 25% 23% 8% 7% 9% 2% 2% 2% not at all important not important neither inmportant nor unimportant important total business travelers "both" travelers very important 12

13 Q7: When traveling for pleasure, how important is it for you to travel with a low cost carrier? low cost carrier 53% 54% 52% 35% 37% 35% 9% 9% 8% 0% 0% 0% 3% 3% 3% not at all important not important neither inmportant nor unimportant important total pleasure travelers "both" travelers very important 13

14 Q8: When traveling for BUSINESS, from which of the following two airports do you travel most often? airport usage 81% 83% 80% 29% 19% 17% BTR MSY total business travelers "both" travelers 14

15 Q9: When traveling for PLEASURE, from which of the following two airports do you travel most often? airport usage 60% 64% 58% 40% 36% 42% BTR MSY total pleasure travelers "both" travelers 15

16 frequently fly Delta Airlines Continental Airlines American Airlines Southwest Airlines American Eagle US Airways other United Airlines JetBlue AirTran Airways 3% 2% 3% 2% 2% 3% 3% 2% 1% 2% 3% 2% 2% 2% 2% 1% 1% 2% 1% 1% 1% 2% 1% 5% 6% 14% 15% 14% 15% 12% 13% 18% 18% Quantitative Research Findings Q10: Which carrier do you fly MOST frequently? 21% 21% 22% 37% 42% 43% 43% total "both" travelers pleasure travelers business travelers 16 WestJet, Air Canada, and Frontier Airlines excluded all at 0%

17 Q11: Do you have premium frequent traveler status with [[Q10]]? Premium status is an advanced level of an airline s frequent flier program; that is, a level which is higher than basic entry level. premium status holders total business travelers pleasure travelers "both" travelers 82% 74% 70% 73% 19% 24% 20% 10% 7% 6% 8% 7% yes no I don't know 17

18 Q12: In which class do you most often travel for international flights? international travel 56% 59% 61% 46% 48% 38% 36% 32% 6% 5% 4% 6% 1% 1% 1% 2% coach business first I don't travel internationally total business travelers pleasure travelers "both" travelers 18

19 international destinations Quantitative Research Findings Q13: What two international destinations do you visit most frequently? Destination % Europe (England: 12.5%; France: 9.1%; Italy: 5.5%; Germany: 4.4%) North America (Latin America and Virgin Islands]: 6.1%; Canada: 5.8%; Mexico: 4.9%) Asia (India: 3.3%; China: 3.1%; Japan: 1.5%) South America (Brazil: 1.3%; Argentina: 0.4%; Venezuela: 0.4%) 44% 20% 12% 4% Africa (South Africa: 0.7%; Kenya: 0.2%; Nicaragua: 0.2%) Australia (Australia: 1.2%; New Zealand: 0.3%) other ( none, n/a, etc.) 3% 2% 16% Note: destinations are grouped by continent top three destinations on each continent (if three or more chosen) are listed. 19

20 Q14: Is there a specific destination to which you choose to fly from New Orleans, rather than Baton Rouge? msy v. btr total business travelers pleasure travelers "both" travelers 64% 70% 68% 59% 36% 30% 32% 41% yes no 20

21 Q15: What is that specific destination [to which you choose to fly from New Orleans, rather than Baton Rouge]? specific destination Destination % South (Orlando: 8%; Atlanta: 4%; Nashville: 2%) Northeast (New York: 11%; Washington D.C.: 8%; Philadelphia: 2%) West (Las Vegas: 5%; Denver: 3%; Los Angeles: 2%) 27% 26% 19% International 13% Midwest (Chicago: 4%; Minneapolis: 1%; St. Louis: 1%) other ( all, anywhere nonstop, anywhere; cheaper flights, depends, none, smaller towns, those not offered in BR, Southwest cities, etc.) 9% 6% 21

22 Q16: Do you choose to fly from New Orleans, rather than Baton Rouge, to [[Question15.destination]] because of price or schedule? price or schedule yes, price and schedule yes, price yes, schedule no I don't know 1% 1% 0% 1% 4% 4% 5% 4% 16% 14% 11% 19% 16% 20% 25% 27% 0% 10% 20% 30% 40% 50% 60% 70% 50% 60% 58% 65% total "both" travelers pleasure travelers business travelers 22

23 Q17: What vacation / leisure destination, not currently served nonstop from Baton Rouge Metropolitan Airport, would you like to have added with nonstop service from BTR? nonstop service Destination % West (Las Vegas: 7%; Denver: 5%; Los Angeles: 3%) South (Orlando: 9%; Miami: 3%; Tampa: 1%) Northeast (New York: 10%; Washington D.C.: 5%; Boston: 1%) Midwest (Chicago: 3%; Detroit: 1%; various Ohio: 1%) International (Mexico: 1%; Virgin Islands / Caribbean: 1%; Europe: 1%) other (?, anywhere, Baton Rouge, don t know, no opinion, n/a, none, etc.) 26% 24% 20% 6% 6% 18% 23

24 Q18: What vacation / leisure destination, not currently served nonstop from Baton Rouge Metropolitan Airport, would you like to have added with low cost service from BTR? low cost service Destination % South (Orlando: 10%; Miami: 3%; Nashville: 1%) West (Las Vegas: 6%; Denver: 4%; Los Angeles: 3%; San Francisco: 2%) Northeast (New York: 9%; Washington D.C.: 4%; Boston: 2%) Midwest (Chicago: 4%; Minneapolis: 1%; various Missouri: 1%) International (Mexico: 1%; Virgin Islands / Caribbean: 1%; Europe: 1%) other (?, anywhere, no preference, don t know, no opinion, n/a, none, etc.) 27% 26% 18% 7% 6% 16% 24

25 Q19: What hub airport, not currently served nonstop from Baton Rouge Metropolitan Airport, would you like to have added with nonstop service from BTR? hub airport Destination % South (Orlando: 2%; Miami: 2%; Atlanta: 2%) West (Denver: 8%; Los Angeles: 2%; Salt Lake City: 2%) Northeast (New York: 6%; Washington D.C.: 2%; Newark: 2%) Midwest (Chicago: 9%; Minneapolis: 1%; Detroit: 1%) International 1% other (?, anywhere, no preference, don t know, no opinion, n/a, none, etc.) 16% 16% 15% 15% 37% 25

26 Q20: Please rate Baton Rouge Metropolitan Airport FACILITIES on the following areas. facilities excellent good fair poor very poor total excellent / good total poor / very poor don t know / can t say restrooms 34% 50% 9% 1% 1% 83% 2% 6% security checkpoint overall cleanliness 33% 51% 11% 2% 1% 84% 3% 3% 35% 53% 8% 1% 0% 88% 1% 3% Note: cell percentages may not add up to 100% due to rounding. 26

27 Q21: Please rate Baton Rouge Metropolitan Airport CUSTOMER SERVICE on the following areas. customer service airline employees concession employees airport employees excellent good fair poor very poor total excellent / good total poor / very poor don t know / can t say 24% 53% 15% 3% 1% 76% 5% 4% 17% 43% 19% 3% 1% 61% 3% 17% 22% 52% 14% 2% 1% 74% 3% 9% Note: cell percentages may not add up to 100% due to rounding. 27

28 Q22: Please rate Baton Rouge Metropolitan Airport RETAIL SHOPS on the following areas. retail shops price (value for the dollar) excellent good fair poor very poor total excellent / good total poor / very poor don t know / can t say 4% 21% 34% 10% 3% 25% 13% 28% service 10% 40% 21% 2% 1% 50% 3% 26% selection 6% 28% 29% 9% 3% 34% 12% 25% hours of operation 5% 26% 26% 10% 3% 31% 14% 30% Note: cell percentages may not add up to 100% due to rounding. 28

29 Q23: Please rate Baton Rouge Metropolitan Airport RESTAURANTS on the following areas. restaurants price (value for the dollar) excellent good fair poor very poor total excellent / good total poor / very poor don t know / can t say 2% 15% 34% 13% 5% 17% 18% 31% service 5% 29% 26% 6% 2% 35% 8% 32% selection 3% 15% 29% 17% 7% 18% 24% 30% hours of operation 3% 19% 27% 11% 5% 22% 16% 35% Note: cell percentages may not add up to 100% due to rounding. 29

30 Q24: Please rate the Baton Rouge Metropolitan Airport PARKING on the following areas. parking excellent good fair poor very poor total excellent / good total poor / very poor don t know / can t say availability 27% 45% 17% 2% 1% 72% 3% 8% price 16% 39% 29% 6% 1% 55% 7% 9% Note: cell percentages may not add up to 100% due to rounding. 30

31 Q25: Please rate the Baton Rouge Metropolitan Airport GROUND TRANSPORTATION on the following areas. ground transportation excellent good fair poor very poor total excellent / good total poor / very poor don t know / can t say service 4% 13% 10% 6% 3% 17% 9% 64% price 2% 13% 12% 4% 3% 15% 7% 66% overall 3% 14% 10% 6% 3% 16% 9% 64% Note: cell percentages may not add up to 100% due to rounding. 31

32 Q26 Would a program in which you can earn frequent traveler points for every dollar you spend, exclusive of airfare, at Baton Rouge Metropolitan Airport (parking, restaurants, shops) influence your decision to use BTR? frequent traveler program 46% 50% 47% 43% 34% 32% 36% 34% 20% 18% 18% 22% yes no I don't know total business travelers pleasure travelers "both" travelers 32

33 Q28: If it were offered, would you utilize propjet (28 30 seat aircraft) from Baton Rouge to Shreveport? propjet use total business travelers pleasure travelers "both" travelers 58% 53% 51% 60% 17% 20% 17% 16% 25% 27% 24% 25% yes no I'm not sure 33

34 Q29: Is there a specific destination that causes you to utilize ground transportation rather than airline service due to the fare level? ground transportation v. airline service total business travelers pleasure travelers "both" travelers 63% 68% 59% 61% 37% 32% 41% 39% yes no 34

35 Q30: And what is that destination? ground transportation Destination % Texas (Houston: 32%; Dallas: 5%; Austin: 2%) 44% Louisiana (Shreveport: 6%; New Orleans: 5%) 15% Florida (Pensacola: 1%; Orlando: 4%; Destin: 3%) 13% Georgia (Atlanta) 7% various other U.S. States (AZ, AR, CA, CO, IL, IN, KN, MI, MO, NE, NV, NM, NY, NC, ND, OK, SC, WA, DC, WI, WY) 7% Tennessee (Memphis: 3%; Knoxville: 1%; Nashville: 1%) 6% Alabama (Birmingham: 1%) 2% Mississippi (Biloxi; Gulfport; Jackson) 1% Other (not specified) 5% 35

36 Findings and Recommendations Across the board, most respondents book their own travel, whether they travel mainly for business, pleasure, or both. Pleasure travelers rate both non stop and low cost service as important more than do business travelers. More than 80% of business and both travelers use BTR more often than MSY for their business traveling indicating that convenience becomes the most important factor in travel when cost is carried by a third party. Overall, respondents travel most often with Delta Airlines, followed by Continental Airlines and American Airlines. But, Southwest Airlines beats American Airlines among pleasure travelers, who tie Southwest Airlines at 2 nd place with Continental Airlines. Pleasure travelers are also more likely to use MSY for their pleasure travel than are business travelers to use MSY for their business travel perhaps because Southwest Airlines is available in New Orleans. 36

37 Findings and Recommendations Overall, most respondents (74%) do not have premium status with any airline frequent flier program. Respondents who travel for both business and pleasure travel internationally at a greater rate than business or pleasure travelers. Business travelers travel internationally least. The majority of all types of travelers travel coach when they fly internationally. The international destinations visited most frequently by the respondents are European. 37

38 Findings and Recommendations The destinations most cited for which respondents choose to fly from MSY are mainly in the southern region although, New York is the most cited city at 11%. Business travelers are least likely to report that there s a destination for which they choose to fly from MSY. Sixty percent (60%) of travelers choose to fly from MSY because of both price and schedule. Business travelers choose based on schedule alone more often than other types of travelers. New York is the most desired non stop vacation destination from BTR. Cities in the southern region, as a whole, take the majority. Orlando is the most desired low cost vacation destination from BTR. New York follows closely, with Las Vegas bringing in third place. 38

39 Findings and Recommendations BTR s ratings are highest for those amenities / services that are used by the majority of their patrons (facilities, customer service). Optional amenities / services (shops, restaurant, parking, ground transport) have lower ratings. Facilities, customer service, and parking are rated highly, with total good ratings between 55% and 88% on all tested aspects. Approximately one third of respondents simply chose don t know when asked to rate restaurants and retail shops, indicating that they do not use those amenities. The majority of respondents chose don t know for each of the aspects listed for ground transportation (between 64% and 66%). Many respondents (46%) report they would not be influenced to use BTR by a frequent traveler program that would give them points to use at BTR. Business travelers report lack of influence the most. This correlates to the ratings reported for those amenities / services that would be included in the frequent traveler program the amenities services with the highest numbers of don t know ratings. 39

40 Findings and Recommendations The majority of respondents would not use propjet service to Shreveport from BTR, if it were available. Twenty percent (20%) of business travelers would use the service. The majority of travelers (63%) report they do not use ground transportation in lieu of air travel for a specific destination because of airfare cost. Business travelers (68%) are least likely to use ground transport for a specific destination because of airfare cost. Of those who do use ground transport in lieu of air travel, the destinations most often cited are cities in TX (44%), followed far behind by cities in LA (15%). 40

41 BATON ROUGE Metropolitan Airport May August, 2011 presented by:

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