The Millennial Traveller 2018

Transcription

1 The Millennial Traveller 2018

2 Counter Intelligence Retail Counter Intelligence Retail is the travel retail industry s leading agency, with services covering areas including research, category development and traveller statistics RESEARCH CATEGORY BUSINESS LOUNGE LIVE Airport Interviews Data Management PAX Data Store Audits On-Line Panel Category Analysis Nationality Data Merchandising Focus Groups Strategy Development Price Audit Ambassadors Visitor Observation Range Management Route Data Sampling Virtual Reality Retail Development Airport Information Mystery Shopping INTELLIGENCE I INSIGHT I STRATEGY I ACTIVATION 2

3 Table of Contents REPORT SECTION SLIDE NUMBER Section 1: Background & Methodology Section 2: Global Traveller Statistics Section 3: Understanding the Millennial International Traveller Section 4: The Millennial Traveller s Airport Behaviour Section 5: Understanding the Millennial Airport Store Visitor Who: Millennial Visitor Profile What: Millennial Visitor Purchases How: Millennial Duty Free Visitor Behaviour Why: Millennial Purchase Drivers Why Not: Millennial Purchase Barriers Section 6: Calls to Action Appendix: Category Overviews

4 The Millennial Traveller 2018 Section 1: Background & Methodology The Millennial Traveller

5 Research Approach All research was conducted online from a nationality representative panel with all respondents having travelled in the last 12 months METHODOLOGY OVERVIEW Data was collected via an online study using an external panel Qualifying criteria were: All aged over 21 All flown internationally in the last 12 months Half of the sample were asked for further details about their airport activities on their outbound trip, while half were asked about their return journey Those who had visited Duty Free were asked for information about their Duty Free shopping and purchasing behaviour Further information about the decision making process was gathered for the category considered to be their main category purchased, where base sizes allowed Total sample size of 22,741 interviews, of which 7,949 were millennials defined for the purposes of this report as travellers aged Buyers were a priority in the visitor sample in Duty Free and specialist stores to ensure a sufficient base for individual category analysis minute survey 5

6 The Millennial Traveller 2018 Section 2: Global Traveller Statistics The Millennial Traveller

7 The Millennial Traveller 2018 TRAVELLERS With traffic growing +8.1% over the last twelve months, airports globally have handled 1.5 billion international passengers, a rise of million year-on-year Already the world s largest international airport, Dubai continues to set new passenger records. At +6%, the airport handled a new high of 43.6 million scheduled departing international passengers over the past twelve months Growing at +8.1% over the past twelve months, international passenger traffic is forecast to continue this trend averaging growth of +8% annually out to 2026 The Millennial Traveller

8 The Millennial Traveller 2018 Section 3: Understanding the Millennial International Traveller The Millennial Traveller

9 Last Trip: The Millennial Traveller Profile Millennial travellers are slightly more likely to be female and a high proportion are in managerial positions. The majority are travelling for leisure, most often accompanied by someone else. 1 in 4 take 4 or more flights a year DEMOGRAPHICS Base: Millennial Travellers (7,949), Global Travellers (22,741) GENDER AGE OCCUPATION <35 >35 Male Female Under 35 Over 35 Managerial Self-emp Manual Other Millennial Travellers x x% x% x% Global Travellers x% x% 75 A slightly higher proportion of millennial travellers are female Over 7 in 10 of millennial travellers work in a managerial position, above the global average of 61%. Overall, 14% of global travellers are retired, which accounts for the lower proportion in managerial positions TRAVELLER TENDENCIES Base: Millennial Travellers (7,949), Global Travellers (22,741) TRIP PURPOSE TRAVEL PARTY Leisure Business Alone Not Alone Millennial Travellers Global Travellers 91% 9% 20% 80% 38% 42% 20% 1 TRIP 75 FLIGHT FREQUENCY 2-3 TRIPS 4+ TRIPS The vast majority of millennial travellers travel for leisure purposes 4 in 5 millennials travel with someone else One quarter of millennial travellers are frequent travellers taking 4 or more trips internationally a year, above the global average of 1 in 5 9 Q. Various demographics questions

10 Last trip: Pre-Travel Research Over 7 in 10 millennial travellers research accommodation ahead of their trip online before setting off, with the weather, transport and restaurants key areas of pre-trip interest RESEARCH AHEAD OF TRIP Base: Millennial Travellers who researched on the internet (5,499) Accommodation vs. 71% GA* Weather vs. 74% GA* of Millennial travellers research their trip online before setting off Transport- flights, trains, taxis vs. 69% GA* Restaurants vs. 52% GA* Entertainment at destination (e.g. attractions) vs. 53% GA* Currency/ foreign exchange rates vs 52% GA A higher proportion of female millennial travellers research weather (76%), accommodation (74%), transport (72%), entertainment (65%), restaurants (64%), currency rates (57%), excursion (52%) and shopping opportunities at destination (48%) compared to males Millennial travelling for leisure are significantly more likely to research entertainment (61%) and excursion opportunities at destination (48%) while business travellers are significantly more likely to research airport facilities (44%) and shopping opportunities/ prices at airport (42%) Online travel maps vs. 48% GA* Shopping / prices at destination vs. 38% GA* Excursion opportunities at destination vs. 50% GA* Shopping opportunities/ prices at airport vs. 27% GA* Airport facilities vs. 32% GA* Business/1 st class travellers are significantly less likely to research accommodation (65%), weather (61%) or transport (62%) compared to LCC or economy class travellers, but are significantly more likely to research restaurants (66%), shopping opportunities at destination (54%) and in the airport (51%) 10 Q11b. Which of the following did you research on the internet ahead of your last trip? *Global Average

11 Last trip: Social Media Used Facebook is the leading social networking site used for discussing trips, with three quarters of millennial travellers using this platform. Instagram and Youtube follow behind SOCIAL MEDIA USED TO DISCUSS TRIP Base: Millennial Travellers using social media (5,398) FACEBOOK INSTAGRAM YOUTUBE TWITTER GOOGLE+ LINKEDIN FLICKR SINA WIEBO QZONE vs. 78% GA* vs. 44% GA* vs. 42% GA* vs. 35% GA* vs. 25% GA* vs. 14% GA* vs. 7% GA* vs. 8% GA* vs. 7% GA* Instagram use is higher amongst millennials compared to the global average Millennial males are significantly more likely to use Youtube (55%), Twitter (48%), Google+ (32%) and Linked-In (20%) than females Millennials travelling for business are more likely to use Facebook (84%), Youtube (53%), Twitter (51%), Google+ (35%) and Linked-In (26%) compared to leisure travellers Business/1 st class travellers show significantly greater social media use across all websites except Facebook 11 Q11c. Which social media/ file sharing websites, apps or other online channels did you use to discuss your trip? *Global Average

12 The Millennial Traveller 2018 Section 4: The Millennial Traveller s Airport Behaviour The Millennial Traveller

13 The Millennial Traveller 2018 IN-AIRPORT On average, Millennial travellers arrive at the airport xx minutes before their flight and have xx minutes of free time in departures after checking in and going through security before boarding their flight Millennial travellers spend on average xx minutes shopping in Duty Free stores Millennials from Asia Pacific spend the most time on average shopping in Duty Free stores, xx minutes Checking s and going shopping in Duty Free stores are the leading activities undertaken by millennial travellers in departures In terms of specialist retail stores, of Millennial travellers visit specialist or concept stores after clearing security The Millennial Traveller

14 Last Trip: Airport Experience Millennial travellers have 52 minutes spare time to browse and buy in the Duty Free stores after going through check-in and security HOW MILLENNIAL TRAVELLERS SPEND THEIR TIME IN THE AIRPORT Base: Millennial Travellers (7,949) Millennial travellers arrive, on average, at the airport x hour xx minutes before their flight, and spend xx minutes in departures 0 hours xx minutes Xx mins 31 mins 31 mins 31 mins Airport Arrival Takes on average xx minutes to check in and get through baggage and security Departures Terminal/ Free time xx minutes Departure On average overall time in airport xx minutes vs. 30 mins GA* vs. 56 mins GA* vs. 86 mins GA* On average it takes xx minutes to get through check in and security, which allows xxxx of free time for millennials to browse and buy in Duty Free stores 14 Q19. How much time did you spend in XXX airport overall? Q20. How much free time did you have in XXX airport after clearing security but before boarding the plane? *Global Average

15 Last Trip: Activity Spent Most Time On Almost 1 in 5 millennial travellers spent most of their free time in departures checking s or shopping in Duty Free stores, while spent the most time having a sit down meal in a restaurant SPENT THE MOST TIME ON ACTIVITIES Base: Millennial Travellers (7,949) Millennials spend the most time in the airport engaging in.. Checking s/ surfing the internet Going shopping in airport Duty Free after security Having a sit down meal in restaurant Having a drink in a bar/ going to a café/ coffee shop Relaxing in airline/ business lounge Buying take away food/ drink Going shopping in specialist stores (BOSS, Mont Blanc) vs. 17% GA* vs. 18% GA* vs. 12% GA* vs. 13% GA* vs. 10% GA* vs. 6% GA* vs. 4% GA* Buying/ reading newspapers/ magazines Working Changing money Using the smoking area Having a massage/ pampering session Using a vending machine Taking part in competitions vs. 7% GA* vs. 3% GA* vs. 2% GA* vs. 3% GA* vs. 1% GA* vs. 2% GA* vs. 1% GA* 15 Q22b. For each of the activities you engaged in, please indicate which one you spent the most amount of time doing? *Global Average

16 The Millennial Traveller 2018 Section 5: Understanding the Millennial Airport Store Visitor The Millennial Traveller

17 The Millennial Traveller 2018 UNDERSTANDING THE MILLENNIAL AIRPORT STORE VISITOR WHO WHAT HOW WHY WHY NOT Who the Millennial airport store visitor & buyer is and how often they shop in the airport Which product categories do Millennial airport store visitors browse and buy, and how much do they spend Reasons for Millennial store visiting and the extent to which staff influence visitor behaviour in-store Why Millennial visitors make a purchase and what drives their decision making Factors preventing Millennial store purchasing and how to drive future conversion The Millennial Traveller

18 Who: The Millennial Duty Free & Specialist Store Visitor Profile The millennial Duty Free visitor is less likely to be male or travelling on low cost or economy services compared to the global traveller. 2 out of 5 millennial airport store visitors take 2-3 trips per year GENDER FLIGHT TYPE MALE: VS. 54% GLOBAL VISITOR AGE <35 UNDER 35: VS. 37% GLOBAL VISITOR THE MILLENNIAL DUTY FREE VISITOR LC / ECON: VS. 82% GLOBAL VISITOR DIRECTION INBOUND: VS. 50% GLOBAL VISITOR TRAVEL REASON LEISURE: VS. 91% GLOBAL VISITOR ANNUAL TRAVEL TRIPS: VS. 42% GLOBAL VISITOR 18 Q. Various demographics questions

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