THE IMAGE AND MARKET POTENTIAL OF SIBIU INTERNATIONAL AIRPORT. Market study

Transcription

1 THE IMAGE AND MARKET POTENTIAL OF SIBIU INTERNATIONAL AIRPORT Market study

2 1 METHODOLOGICAL ASPECTS The aim of the present study is twofold. Firstly, we aimed at contouring the image of the Sibiu International Airport as perceived by the public. Secondly, we sought to identify the airport s market potentials and its future development prospects. A mix of qualitative and quantitative research methods was employed. Three surveys were carried out with different samples of respondents employing both CATI (Computer Assisted Telephone Interviewing) and TAPI (Tablet Assisted Personal Interviewing), as well as two series of in-depth interviews: 1. A regional survey targeting people who have used SIA services from six neighbouring counties: Sibiu, Alba, Mureș, Vâlcea, Brașov și Hunedoara (catchment area). A screening was carried out with 10,000 subjects via CATI. Amongst this sample, we identified 861 individuals between 18 and 60 years old who have flown via SIA at least once, 9 of them within the last two years 2. A national survey with a sample of 1531 respondents who engage in travelling regularly was carried out via CATI 3. A face to face survey on 671 respondents that have flown from SIA in the period 15 th - 20 th of December This study was carried out within the premises of the Sibiu International Airport, using TAPI. 4. A series of 5 qualitative interviews was carried out with SIA employees that occupy management positions in-depth interviews were conducted with regular customers of SIA. To these research methods were added desk research and statistical data analysis, in order to determine SIA catchment area and, also, which are the countries where there are significant numbers of Romanians living and working at the moment. Page/2

3 2 SIBIU INTERNATIONAL AIRPORT S IMAGE The data thus collected indicates that overall, SIA has a very positive image with the public, and it benefits from a high rate of client satisfaction. TAPI survey conducted on-site at SIA How satisfied are you with the following aspects when it comes to your experience with the Sibiu International Airport? Very satisfied Satisfied Dissatisfied Very dissatisfied DK NA the access to Sibiu International Airport 3 6 0,9% 0, the cleanliness 3 6 the employees's attitude, generally 3 6 the check in desk employees' attitude 4 5 the number of seats in the waiting room 2 60% 1 the signage 2 60% the cleanliness in the bathrooms 20% 5 6% the information desk 2 49% the coffee shop and restaurant area 1 5 9% the number of parking spaces 20% 3 the number of cabs available 1 3 the parking lot employees' attitude 1 3 the parking fees 2 A significant proportion of respondents express an intention to use SIA services in the future (this includes former clients, as well as people who have not yet used the airport). By means of the present study, we were able to identify a series of strengths and weaknesses of SIA, as well as suggestions for improving the quality of service. Page/3

4 The evolution of SIA in the last three years is perceived positively, especially in regards to: infrastructure (both external and internal), involving access to and from the airport, the airport building design, the waiting room, and the positioning of cafeterias; the quality of services (more specifically the way passengers are treated and the general attitude of airport personnel), but also aspects pertaining to the diversity of services (inauguration of new routes, specifying Dortmund and London, and the introduction of low cost flights). Respondents from the regional sample, who have flown through at least once, identified location and the professionalism of staff as the two main strengths of SIA. Other positives mentioned related to airport design, modern facilities, cleanliness, organization, as well as overall quality of services. Which do you think are two of Sibiu International Airport s main strengths? Its geographical position The professionalism of the staff Its aspect/ It's new/ It's modern It's accessible The cleanliness It's well organized Its destinations The quality of its services It's not crowded The parking The fact that it exists The security The waiting room The low cost flights Other DK NA 6% Regional CATI survey 1 First mention Second mention Page/4

5 It s small and stylish. [ ] it s well organized and clean. Everything about it is in the right place. (M, 36 years old) The airport s location is an advantage from many perspectives. Situated right at the heart of Romania and in proximity to the historical city of Sibiu, aspects such as climate and the economic and industrial potential of the Sibiu county were also mentioned as playing a positive role in its future development. On the other hand, inspecting weaknesses of the SIA, the majority of respondents mentioned either the limited number of flights available or the limited number of airlines that operate from the airport. Other weaknesses identified were the small size of the airport (this aspect being perceived both as an advantage by some and a disadvantage by others), and a shortage of shops. Respondents associate SIA with Sibiu, the city s reputation and geographical positioning in the centre of the country. They also have a generally positive image of the airport s small size, which they associate with a high standard of services. As far as reputation is concerned, participants think that the airport is rather unknown at international level. Nonetheless, they believe this is compensated by positives relating to the organization and aspect of the airport. [ ] everything from parking to boarding is quicker and better organized [ ] (M, 37 years old) Page/5

6 3 Sibiu International Airport s development potential Thus, a development potential of SIA pertains to introducing new routes, especially towards Spain, Italy and the UK. Hence, both at national and regional level, respondents have a preference for the same set of destinations from these three aforementioned countries. SIA s main catchment area is represented by individuals under 60 years of age in the region. This can be explained through the fact that in these countries there are significant Romanian communities. Although it is quite difficult to quantify how many Romanians are actually working and/or living abroad, it is estimated that there are over three million of them in European countries alone. Officials estimate that around one million Romanians are currently living in Italy, around the same number are living in Spain, over are living in Germany and around are living in Great Britain. Respondents who participated in the qualitative study label the destination range that SIA has on offer at the moment, as decent. Nevertheless, most participants would appreciate the inauguration of new routes, especially towards various European destinations. Page/6

7 SIA services are used to a greater extent by residents in the Sibiu, Alba and Brașov counties, compared to the other counties in its proximity, which can be explained through the lack of another airport in this area. CATCHMENT AREA IN THE SIX COUNTIES: INDIVIDUALS UNDER 60 YO Regional CATI survey Page/7

8 The Sibiu, Alba and Brașov counties are also the areas where the respondents intention to use SIA is the most striking, which is consistent with the present degree of actual usage. CATCHMENT AREA IN THE SIX COUNTIES: INDIVIDUALS UNDER 60 YO Regional CATI survey Page/8

9 REGIONAL SURVEY- CATCHMENT AREA Regional study - CATCHMENT AREA: Respondents were asked to mention three new destinations towards which they would like regular flights to be introduced by SIA. Most of them have difficulties in mentioning actual destinations, tending to think about countries where they would like to fly from SIA. The most frequent mentions are Spain (3 of mentions, cumulatively for three mentions), Italy (30%), Germany (2), France (1) and Greece (1). As far as actual destinations go, most frequently mentioned are Paris (2), London (1), Rome (1), Madrid (1) and Barcelona (1). A possible reason for the fact that respondents ask destinations that are already on offer by SIA (especially destinations in Germany) is that the flight number should be supplemented. Which are three new destinations for which you would like regular flights from Sibiu International Airport? Spain (unspecified) Regional CATI survey Madrid Barcelona Valencia Italy (unspecified) Rome Milan Paris France (unspecified) Germany (unspecified) Stuttgart Munich Frankfurt Berlin Nuremberg London The United Kingdom (unspecified) Greece (unspecified) Bucharest Vienna The United States of America (unspecified) Turkey (unspecified) Amsterdam Holland (unspecified) Budapest Belgium (unspecified) Prague Other destinations in Europe Other destinations in Romania Other 1 10% 9% 6% 6% 9% 10% 1 1 First mention Second mention Third mention Page/9

10 The most frequently mentioned vacation destinations for charter flights via SIA are Greece (4), Spain (4), Italy (3), Turkey (2) and France (1). Which are three vacation destinations for which you would like charter flights from Sibiu International Airport? Regional CATI survey Greece Athens Spain Barcelona Madrid Ibiza Palma de Mallorca Turkey Antalya Italy Rome Paris France London The United Kingdom Dubai The United States of America Portugal Germany Croatia Scandinavian countries South America Munich Malta Austria Prague Amsterdam Destinations in Asia Destinations in North Africa Other destinations in Romania Other destinations in Europe 6% 1 2 9% 9% % First mention Second mention Third mention think tank independent Page/10

11 Out of the destinations that were tested as permanent destinations for SIA, the most frequently chosen ones are Rome (6), Barcelona (66%), Paris (66%), Madrid (56%) and Amsterdam (5). For which of the following destinations do you think that Sibiu International Airport should have permanent flights? Rome -3 No Yes 6 Regional CATI survey Milan -5 4 Venice -5 4 Barcelona -3 66% Madrid -4 56% Valencia -6 3 Paris -3 66% Bruxelles Amsterdam London -7 2 think tank independent Page/11

12 NATIONAL SURVEY The most popular destinations among the interviewees are those in Italy, generally, for those who cannot think of a specific city (3 cumulatively for two mentions) and, specifically, Rome ( cumulatively), Milan (). Next up are destinations in Spain (1), to which are added the mentions for Madrid (10%) and Barcelona (). These are followed by destinations in the UK (unspecified ), London (1) and by those in Germany (unspecified - 1), specifically Munich (). Which are two destinations that would determine you to travel by plane more often, were there regular flights? National CATI survey Italy Italy - Rome Italy - Milan Spain Spain - Barcelona Spain - Madrid England England - London Germany Germany - Munich France France - Paris Romania Romania - Timișoara Romania - Iași Romania - Bacău Greece The USA Sweden Dubai Hungary - Budapest Holland - Amsterdam China Portugal - Lisbon Russia - Moskow Belgium Austria - Vienna Norway Other destinations abroad 10% 1 9% 1 First mention Second mention Page/12

13 The main directions of development for SIA that were identified as part of the study are firstly the diversification of flights to destinations where there are important communities of Romanians (in Spain, Italy and the UK), and secondly the diversification of airport services in terms of restaurants, coffee shops and stores (with the reservation that being close to the city might deter clients from using these). Another suggestion relates to the necessity of preparing for a potential growth of various forms of tourism to Romania (reference made to medical tourism). I think it s very clean when compared to other airports. Even if we re comparing it to Bucharest or Los Angeles (airports). (W, 60 years old) [ ] I believe one of its strengths is that it s accessible it s well positioned [ ] (M, 42 years old) One of its strengths is that it s not a big airport, such as the one in Bucharest, which is very crowded. (M, 37 years old) In order to attract larger numbers of clients, it is recommended to organize a series of cultural, artistic and commercial events within airport premises to promote its image. A second suggestion refers to establishing a VIP room, as well as special services to and from the airship, targeting clients who fly business class. A third suggestion, also referring to high-end clients, is to organize flights to European air-hubs that would enable connection flights to a wider range of international destinations. Another recommendation relates to a potential collaboration with tourism agencies, by organizing international markets and activities that could lead to an increase in passenger traffic, and thus achieve the development objectives of the airport. In the near future (3 to 5 years), participants see the airport flourishing. They believe there will be a diversification of destinations on offer, especially in the low-cost field. The airport will become more populated, more animated. The evolution of the International Airport of Sibiu is perceived as directly dependent on the economic and touristic development of the Sibiu county, and thus on local and foreign investments. Page/13

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