Let me start by putting all my cards on the table: I’m a man and shop predominantly from the Burton sale rack; it might seem slightly odd for me to be explaining the benefits of appealing to a fashionable, predominantly female audience. However, the beauty of our airport segmentation research is that it allows even the totally uninitiated to examine detailed information on the behaviour of traveller segments who are very different to themselves. Labels & Long-Haul are a hugely important type of passenger to Primesight Airports and with the help of our study we can all now see why.
Keen to live a premium lifestyle, this valuable audience is very attractive to luxury retail brands because they ‘love to shop before flying’. Labels & Long-Haul arrive at the airport earlier than any other traveller in the hope of buying high-end, fashionable goods. Not only are they affluent, but they’re even more extravagant when in the airport and so are willing to spend large amounts of money within airport retail outlets.
Labels & Long-Haul are particularly interested in cars, with nearly a third actively enjoying looking at car displays while in the airport. The same proportion will actively give others advice on cars, while unsurprisingly nearly 40% enjoy car shopping. This level of insight is invaluable when looking to continue the high number of motors brands seen within Primesight airports across the past two years. Ford, Jaguar Land Rover, BMW and Bentley make up just some of the campaigns that were perfectly suited for this audience.
This audience take 1-2 long haul trips per year and like to share their experiences via Instagram, and so any brands they interact with will have the opportunity to be seen long after Primesight’s in-airport formats.
Following Steve Bernard’s recent introduction to Primesight, Kinetic & YouGov’s airport segmentation research in Mediatel, Joe Cassidy, Primesight’s airports business director, is running an in-depth look at each of the seven airport segments and the appeal they hold for advertisers.
You can see all seven segments and their detailed profiles on our Airport Audience page.
To read about Labels & Long-Haul in detail, you can view the full profile here.