Portrait and segmentation of target audience.pdf

Portrait and segmentation
airport target audience
Please note that all data in the report has been changed and serves for demonstration purposes only

TA S K S
General information
Description of the portrait of the target audience of
services, provided at the international airport
▪ Passenger segmentation (by consumer behavior and preferences)
▪ Preferences for offered and additional services
▪ Estimation of potential segment capacity
▪ Demand assessment additional services segments
Airport terminals Passengers on all flights
citizens_____
Quantitative survey **000 respondents September-November 2023
3
O B J E C T I V E
G E O G R A P H Y O B J E C T S O F
R E S E A R C H
M E T H O D O F
R E S E A R C H
S A M P L E S I Z E T I M E L I N E S

4
Research process
D ATA C O L L E C T I O N
• During the study, *** 000 passengers were interviewed, and bigger part of
the sample was collected using personal surveys in terminals (**,**, **)
• The survey was conducted in all zones (external, internal)
• In general, passengers willingly agreed to the invitation to take a survey,
regardless of social status, fame of the person and other factors
*** 000 passengers is about ****% of
passenger traffic (taking into account the
frequency of trips, surveying one person
per family, etc.). This is a representative
sample with a confidence interval greater
than 99.9%
27010
16666
10636
5473
20215
Терминал D
внутр.рейс
Терминал D
межд.рейс
Терминал E Терминал F Телефонные
интервью
C O N F I D E N C E L E V E L
S TAT I S T I C S B Y T E R M I N A L S A N A LY T I C S
• Data analysis was carried out in two stages:
• The first stage showed the need to change the
wording of the questionnaire, they were introduced
• The second stage included data analysis from the
general questionnaire with modified wording and from
the extended questionnaire. All changes related to
questions about the loyalty program.
• The report provides an analysis of data from the
general and extended questionnaires. All data are
representative.
N=**000

G E N E R A L C H A R A C T E R I S T I C S
PA S S E N G E R S

General socio-demographic
passenger characteristics
6
Age TOTAL
Under 18 years old 1.59%
18 - 25 years old 12.80%
26 - 35 years old 39.19%
36 - 45 years old 24.82%
46 - 55 years old 13.46%
56 - 65 years old 6.46%
Over 65 years old 1.69%
TOTAL 100.00%
The average age of passengers is 38.5 years.
4,2%
6,8%
8,5%
13,5%
14,5%
16,3%
36,3%
N=**000
Qualified specialist with higher education
Own business
Clerk, technical executive
Middle manager
Unemployed, on maternity leave
Senior manager
Pensioner (by age, health status)

General characteristics of passengers
7
44.8% of passengers travel alone, mainly to other
countries. They have a high family income and often
travel in economy class.
2,1%
10,2%
12,9%
15,0%
15,4%
44,4%
4,2%
10,0%
10,6%
12,2%
30,4%
32,6%
N=**000
4001-8000 euros
8001-12000 euros
2001-4000 euros
12001-16000 euros
More than 16,000 euros
Up to 2000 euros
Alone
With a family
With a colleague (-s)
With spouse
With relatives or friends
Other
Total family income:
Who are you traveling with:

Frequency and purpose of flights
8
About 40% of passengers surveyed fly for leisure,
the rest - mainly as part of business trips or trips to see loved ones.
**.*% of passengers fly (visit the airport) once a year or less.
3,9%
20,4%
36,9%
38,8%
N=**000
More often than once
a month; ****%
1 time per year or
less; ****%
2-3 times a
year; ****%
Every
quarter;
****%
Every month;
****%
Rest
Business trip
Trip to loved ones
Education, training

Airport visit
9
Most passengers arrive at the airport by
taxi or expresstrain,
services are paid for in cash.
45,1%
23,3%
16,2% 15,4%
57,5%
27,8%
7,7% 6,9%
0,0%
10,0%
20,0%
30,0%
40,0%
50,0%
60,0%
70,0%
В грязной зоне В чистой зоне
N=**000
How do you arrive at the airport:
Waiting time:
Payment methods for services at the airport:
Taxi; 32.3%
Public transport (bus); 10.6%
Personal car; 25.7%
Aeroexpress; 31.4%
1-2 hours Less than 45 min. 2-3 hours Over 3 hours
In a dirty area In a clean area
Cash payment;
58.4%
Cashless payment, credit
card; 5.4%
Cashless payment,
debit card; 36.2%

Assessment of satisfaction with the airport using the method NPS
10
Passenger satisfaction index with airport operations
according to the methodologyNPSmade up**,*%.
1) "Promoters"- respondents who rate their level of
satisfaction at 9 and 10 points and are loyal. Willingly
recommend the service/ company to others. The share of
such respondents was ***.**%.
2) "Neutrals"- rate the level of satisfaction at 7-8 points. They
are generally satisfied with the company/ services, but are
in no hurry to recommend it. Also, this group is not
considered loyal; its representatives are not satisfied with
everything in the company’s work. The share of such
respondents was ***.**%.
3) "Critics"- the level of their loyalty is assessed from 0 to 6
points inclusive. Most likely, the company’s work is
criticized: usually these are several parameters. The share of
such respondents was **.*%.
0,3%
0,3%
0,7%
0,9%
3,4%
4,1%
14,4%
32,1%
20,4%
23,4%
N=**000
10 points
9 points
8 points
7 points
6 points
5 points
4 points
3 points
2 points
1 point

Preferences for cafes, shops, etc. services
(would like to see you at the airport)
Most passengers named chain cafes and restaurants.
For a list of popular services, cafes and stores, see the Appendix.
ele
ven
45,0% 43,7%
11,3%
0,0%
5,0%
10,0%
15,0%
20,0%
25,0%
30,0%
35,0%
40,0%
45,0%
50,0%
Cafes and restaurants Additional services Stores

Interest in additional services
12
The greatest interest in additional
services at the airport was generated
by:
Cinema
Common seating and sleeping area
with armchairs
Family area with children's
playgrounds
Additionalservice Interest
Cinema 20.55%
Common seating and sleeping area with armchairs 13.23%
Family area with children's playgrounds 11.98%
Grocery supermarket 9.09%
Luggage storage in a clean area 5.49%
Billiards 4.75%
Paid massage chairs 4.09%
Beauty salon or nail salon 4.00%
Capsule hotel 3.90%
Game console room 3.62%
Lost Baggage Insurance 3.20%
Tablet/laptop rental 3.18%
Salon 2.65%
Gym 2.32%
A discount card that allows you to receive discounts on airport services 2.19%
Airport navigator mobile app 1.72%
Hotel for pets 1.50%
Individual escort around the airport 0.92%
Car wash 0.83%
Registration of a debit bank card within 10 minutes 0.40%
Registration of a credit bank card within 15 minutes 0.39%

Perceived value of additional services
13
Additionalservice
How much are you willing to
pay
Cinema 39.5
Common seating and sleeping area with armchairs 39.3
Family area with children's playgrounds 50.7
Grocery supermarket 77.8
Luggage storage in the halls before boarding 64.8
Billiards 47.4
Paid massage chairs 25.1
Beauty salon or nail salon 143.9
Capsule hotel 156.6
Game console room 158.4
Lost Baggage Insurance 63.0
Tablet/laptop rental 28.1
Manicure salon 98.9
Gym 65.1
Airport navigator mobile app 0.7
Hotel for pets 73.2
Individual escort around the airport 59.8
Car wash 53.1
Registration of a debit bank card within 10 minutes 46.9
Registration of a credit bank card within 15 minutes 57.6
N=**000

G E N E R A L C H A R A C T E R I S T I C S
PA S S E N G E R S D E P E N D I N G O N T E R M I N A L

General socio-demographic
passenger characteristics
23
Age Terminal** Terminal** Terminal**
Under 18 years old 1.8% 2.0% 1.7%
18 - 25 years old 14.6% 11.9% 12.3%
26 - 35 years old 39.0% 36.3% 30.1%
36 - 45 years old 23.7% 25.4% 25.0%
46 - 55 years old 13.1% 14.6% 17.9%
56 - 65 years old 6.3% 7.6% 9.5%
Over 65 years old 1.6% 2.1% 3.5%
TOTAL 77.1% 15.4% 7.5%
Average age of passengers
is **** years.
4,2%
6,0%
8,0%
12,5%
12,6%
17,3%
39,4%
4,9%
7,4%
9,3%
18,1%
15,2%
10,9%
34,1%
6,8%
6,7%
9,8%
15,9%
13,9%
13,6%
33,4%
Терминал F Терминал E Терминал D
N=**000
Qualified specialist with higher education
Clerk, technical executive
Middle manager
Own business
Unemployed, on maternity leave
Senior manager
Pensioner (by age, health status)

General characteristics of passengers
24
4,3%
8,0%
9,7%
13,0%
31,8%
33,2%
4,4%
11,9%
12,8%
11,4%
27,5%
31,9%
5,1%
11,6%
9,3%
12,4%
28,0%
33,7%
0,0% 10,0% 20,0% 30,0% 40,0%
1,8%
8,6%
11,0%
12,8%
16,5%
49,3%
2,9%
13,1%
16,0%
17,7%
13,4%
37,0%
0,0% 10,0% 20,0% 30,0% 40,0% 50,0% 60,0%
N=**000
One
With a family
With a colleague (-s)
With spouse
With other relatives or
friends
Other
4001-8000 euros
8001-12000 euros
2001-4000 euros
12001-16000 euros
More than 16,000 euros
Up to 2000 euros
Who are you traveling with: Total family income:

Frequency and purpose of flights
25
About ****% of passengers surveyed fly for leisure,
the rest - mainly as part of business trips or trips to see loved ones.
****% of passengers fly (visit the airport) once a year or less.
4,1%
5,7%
10,7%
32,9%
46,6%
2,6%
4,9%
11,2%
32,8%
48,5%
2,7%
4,4%
10,4%
33,6%
49,0%
0,0% 20,0% 40,0% 60,0%
3,8%
23,1%
41,4%
31,6%
2,9%
18,6%
28,9%
49,7%
2,7%
16,9%
29,6%
50,7%
0,0% 10,0% 20,0% 30,0% 40,0% 50,0% 60,0%
N=**000
Once a year or less
2-3 times a year
Every quarter
Every month
More than once a
month
Rest
Business trip
Trip to loved ones
Education, training

Airport visit
26
42,0%
56,1% 48,4%
64,0%
45,9%
60,7%
17,3%
8,3%
13,6%
6,1%
15,5%
6,6%
21,5%
25,8% 27,5%
26,6%
26,3%
29,7%
19,2%
9,8% 10,5% 3,3% 12,2% 3,0%
ТЕРМИНАЛ D
В ГРЯЗНОЙ
ЗОНЕ
ТЕРМИНАЛ D
В ЧИСТОЙ
ЗОНЕ
ТЕРМИНАЛ E
В ГРЯЗНОЙ
ЗОНЕ
ТЕРМИНАЛ E
В ЧИСТОЙ
ЗОНЕ
ТЕРМИНАЛ F
В ГРЯЗНОЙ
ЗОНЕ
ТЕРМИНАЛ F
В ЧИСТОЙ
ЗОНЕ
1 – 2 час. 2-3 час. Менее 45 мин. Свыше 3 час.
10,1%
25,9%
31,2%
32,8%
33,5%
39,5% 37,3%
62,3%
53,1% 56,2%
ТЕРМИНАЛ D ТЕРМИНАЛ E ТЕРМИНАЛ F
Наличная оплата
Безналичная оплата,
дебетовая карта
Безналичная оплата,
кредитная карта
N=**000
Express train
Taxi
Personal car or carsharing
Public transport (bus)
How do you arrive at the airport:
Waiting time:
1-2 hours 2-3 hours Less than 45 min. Over 3 hours.
Payment methods for services at the airport:
Cash payment
Cashless payment, debit
card
Cashless payment, credit
card

Interest in additional services
29
The greatest interest in additional
services at the airport was generated
by:
Cinema
Common seating and sleeping area
with armchairs
Family area with children's
playgrounds
Additionalservice Terminal * Terminal** Terminal**
Cinema 22.8% 17.3% 18.2%
Common seating and sleeping area with armchairs 14.4% 11.6% 12.3%
Family area with children's playgrounds 9.7% 14.6% 10.9%
Grocery supermarket 7.8% 8.9% 12.1%
Billiards 5.4% 3.9% 4.1%
Luggage storage in the halls before boarding 4.7% 6.4% 6.3%
Paid massage chairs 4.5% 4.0% 4.5%
Capsule hotel 3.9% 3.7% 3.3%
Beauty salon or nail salon 3.9% 4.3% 4.1%
Game console room 3.8% 3.7% 2.9%
Tablet/laptop rental 3.4% 3.1% 2.9%
Lost Baggage Insurance 2.8% 4.2% 4.7%
Salon 2.6% 2.7% 2.6%
Gym 2.3% 2.3% 1.7%
A discount card that allows you to receive discounts on airport services 2.2% 2.7% 2.5%
Airport navigator mobile app 1.7% 2.1% 1.8%
Hotel for pets 1.6% 1.6% 1.9%
Individual escort around the airport 0.8% 1.1% 1.0%
Car wash 0.8% 1.0% 0.9%
Registration of a credit bank card within 15 minutes 0.5% 0.3% 0.4%
Registration of a debit bank card within 10 minutes 0.4% 0.4% 0.5%

Perceived value of additional services
thir
ty
Perceived value in pounds Terminal * Terminal** Terminal ***
Cinema 41.5 42.6 39.9
Common seating and sleeping area with armchairs 59.4 60.0 53.0
Family area with children's playgrounds 52.8 63.1 52.6
Grocery supermarket 87.5 105.0 90.9
Luggage storage in the halls before boarding 25.8 29.0 27.6
Billiards 46.2 51.6 55.7
Paid massage chairs 26.4 27.4 18.5
Beauty salon or nail salon 121.2 146.8 125.1
Capsule hotel 133.3 159.6 133.2
Game console room 40.7 47.4 48.3
Lost Baggage Insurance 72.9 87.3 79.5
Tablet/laptop rental 29.4 35.6 21.9
Salon 92.4 106.6 99.9
Gym 58.0 78.1 67.4
Airport navigator mobile app 0.9 0.8 0.6
Hotel for pets 60.3 87.7 66.4
Individual escort around the airport 50.8 96.4 68.5
Car wash 44.3 53.0 55.9
Registration of a debit bank card within 10 minutes 31.9 51.1 29.7
Registration of a credit bank card within 15 minutes 40.0 50.8 17.2

PA S S E N G E R S E G M E N TAT I O N

Airport audience segment composition
32
Name Sample share
Families 25.90%
Employees 23.75%
Travelers 18.52%
Young parents 13.75%
Young couples 6.81%
Top managers, business owners 6.27%
Business ladies 1.77%
Elderly couples 1.48%
Sportsmen 1.37%
Representatives of government agencies 0.38%
N=**000

Segment: traveling families
33
Travel purposes:
▪ Rest - ****%
▪ Trip to loved ones – ****%
Spend on average:
▪ In the dirty zone **** hours
▪ In a clean area *** min - *** hour
Average spend **** euro in aeroport
Satisfaction Index NPS amounts to****%
.
TOP 3 from the list of popular services:
cinema, family area with playgrounds, common area for
relaxation and sleeping with armchairs

Segment: ordinary company employees
34
Travel purposes:
▪ Business trip – 89.3%
▪ Education, training – 10.7%
Spend on average:
▪ In a dirty area 1-2 hours
▪ In a clean area 1 hour
Average spend up to 100 euros in airport
Satisfaction Index NPS amounts to 33.8%
Loyalty program:
▪ Map integrated with mobile application interesting
43.2% representatives of the segment. On average,
people are willing to pay for it 22 euros
▪ Debit or credit card is interesting 24.0%, ready to pay
for it 30 euros
Cinema, common area for relaxing and sleeping with
armchairs, grocery supermarket

Segment: travelers
35
Travel purposes:
▪ Rest – 50.2%
▪ A trip to see loved ones – 49.8%
Spend on average:
▪ In the dirty area 1.5 hours
▪ In a clean area 1.2 hours
Average spend less 100 euro in aeroport
Satisfaction Index NPS amounts to37.3%
Loyalty program:
▪ Debit or credit card is interesting 27.4%. ready to pay
for it 29 euros

Segment: young parents
36
Travel purposes:
▪ Rest – 77.8%
▪ Trip to relatives – 22.2%
Spend on average:
▪ In the dirty area 1.1 hours
▪ In a clean area 40 minutes
Average spend up to 300 euros in aeroport
Loyalty program:
58.6%representatives of the segment. On average,
for it 35 euros
family area with children's playgrounds, cinema,
common area for relaxation and sleeping with armchairs

Segment: young couples
37
Travel purposes:
▪ Rest -70.4%
▪ Trip to relatives – 29.6%
Spend on average:
▪ In the dirty area 1.5-2 hours
▪ In a clean area 45-50 minutes
Average spend 125 euro in aeroport
Loyalty program:
people are willing to pay for it 27 euro
for it 38 euro

Segment: top managers, owners
38
Travel purposes:
▪ Education, trainings – 5.5%
Spend on average:
▪ In a dirty area up to 1 hour
Loyalty program:
for it 36 Euro
cinema, common area for relaxing and sleeping with
armchairs, family area with children's playgrounds

Segment: business woman
39
Travel purposes:
▪ Rest – 6.9%
Spend on average:
▪ In the dirty area 1 hour
Loyalty program:
for it 31 euro
cinema, common area for relaxing and sleeping with
armchairs, family area with children's playgrounds

Segment: older couples
40
Travel purposes:
▪ Trip to see loved ones – 70.1%
▪ Rest – 29.9%
Spend on average:
▪ In a dirty area 1-2 hours
Averagespend up to 100 euro in aeroport
Loyalty program:
▪ Debit or credit card 32 euros
Common area for sleeping and relaxing with armchairs,
grocery supermarket, cinema

Segment: athletes
41
Travel purposes:
▪ Rest, trip to relatives – 36.1%
Spend on average:
▪ In the dirty area 50 minutes
Average spend 160 euros in airport
Loyalty program:
for it 31 euro
Cinema, common area for sleeping and relaxing with
armchairs, billiards

Segment: representatives of government agencies
42
Travel purposes:
▪ Education, trainings – 15.3%
Spend on average:
▪ In the dirty area 50-60 minutes
Averagespend up to 100 euro in aeroport
Loyalty program:
for it 27 euros
Cinema, common area for sleeping and relaxing with

P R E F E R E N C E S O F C O N S U M E R S E G M E N T S :
A I R P O R T S E R V I C E S

Airport Audience Segments
44
Pareto segments (segments that bring
~80% of revenue):
Segment "*********"
Segment "*********"
Segment "*********"
When creating a loyalty program and expanding
In the list of services, it is recommended to pay attention to the
interests of these segments.
Elderly couples; 0.6%
Representatives government
agencies; 0.2%
Ordinary
company
employees;
25.3%
Travellers; 18.1%
Families with small children;
17.5%
Traveling families;
16.5%
Top managers,
business owners;
14.0%
Young couples;
3.6%
Athletes; 2.3%
Business lady; 1.8%

Demand for services by segments
45
Traveling
families
Ordinary
employees
Travelers
Families with
small children
Young couples
Top managers,
business
owners
Business lady
Elderly
couples
Athletes
Representati
ves of
government
agencies
Cinema 14.8% 24.4% 23.4% 16.3% 20.8% 20.2% 19.3% 10.8% 20.3% 22.4%
Family area with children's playgrounds 14.5% 7.3% 7.4% 23.3% 7.9% 9.9% 10.2% 7.5% 8.7% 3.3%
Common seating and sleeping area with
armchairs
14.3% 14.2% 14.0% 11.1% 9.6% 14.7% 14.6% 18.5% 11.9% 15.8%
Grocery supermarket 10.2% 9.0% 8.2% 9.7% 8.4% 8.8% 8.4% 14.0% 8.6% 8.6%
Luggage storage in the halls before boarding 7.8% 5.4% 5.3% 4.9% 4.7% 5.9% 4.8% 8.5% 5.9% 7.9%
Lost Baggage Insurance 4.8% 2.8% 3.2% 3.2% 3.5% 2.5% 2.6% 6.9% 3.5% 3.9%
Paid massage chairs 4.2% 3.8% 5.3% 3.1% 4.1% 3.6% 4.9% 5.7% 5.0% 5.3%
Beauty salon or nail salon 3.8% 3.2% 5.5% 3.6% 4.5% 2.5% 9.1% 2.6% 3.7% 3.3%
Billiards 3.6% 5.6% 4.2% 3.8% 5.2% 6.3% 3.1% 2.8% 9.8% 4.6%
Capsule hotel 3.0% 4.5% 3.9% 3.1% 3.1% 5.7% 5.0% 5.5% 1.9% 3.9%
Salon 3.0% 2.5% 3.4% 1.8% 2.4% 2.6% 4.0% 3.9% 2.7% 5.9%
A discount card that allows you to receive
discounts on airport services 2.7% 1.7% 1.8% 2.6% 2.8% 2.5% 1.8% 3.4% 1.9% 2.6%
Hotel for pets 2.4% 1.0% 1.6% 1.5% 2.0% 1.5% 1.6% 1.0% 0.9% 1.3%
Game console room 2.1% 4.2% 3.2% 3.7% 6.5% 2.9% 1.9% 0.8% 3.3% 2.6%
Tablet/laptop rental 2.0% 3.8% 3.6% 2.6% 4.1% 2.8% 2.9% 1.2% 2.4% 2.0%
Airport navigator mobile app 2.0% 1.5% 1.4% 2.0% 2.2% 2.0% 1.3% 1.4% 1.7% 1.3%
Gym 1.7% 2.5% 2.2% 1.7% 3.9% 2.5% 1.9% 1.6% 4.9% 1.3%
Car wash 1.0% 0.9% 0.6% 0.6% 1.3% 1.0% 0.8% 1.0% 0.9% 1.3%
Individual escort around the airport 1.0% 0.8% 1.0% 0.7% 1.1% 1.0% 1.0% 2.6% 0.9% 0.7%

Valuation of services by segments
46
Traveling
families
Ordinary
employees
Travelers
Families with
small
children
Young couples
Top managers,
business
owners
Business lady Elderly couples Athletes
Representat
ives of
government
agencies
armchairs
661 548 649 587 780 753 796 654 864 848
Cinema 454 410 408 448 406 455 428 590 464 378
Game console room 630 394 479 627 546 561 476 300 415 525
Salon 1201 924 935 925 958 1044 1218 1200 940 978
Family area with children's playgrounds 657 541 583 669 893 714 528 1146 732 370
Car wash 591 482 729 588 387 698 365 560 338 1500
Grocery supermarket 1361 811 970 1310 837 1185 1039 1236 1151 838
Billiards 664 454 562 563 537 557 570 386 466 857
Individual escort around the airport 888 892 672 1208 541 921 358 294 238 1000
Capsule hotel 1581 1506 1566 1758 1331 1660 1704 1011 1824 1917
Lost Baggage Insurance 1724 726 838 937 1233 843 677 1294 908 1008
Gym 822 670 658 626 869 736 507 425 2970 550
Hotel for pets 1434 683 1049 992 937 644 711 640 856 750
Paid massage chairs 296 346 274 337 199 259 375 298 144 238
Luggage storage in the halls before
boarding
272 271 273 293 393 380 287 253 299 275
Tablet/laptop rental 331 263 298 335 406 343 335 303 350 433
Airport navigator mobile app 167 198 298 247 169 191 170 47 350 525
discounts on airport services
901 786 773 866 1130 1325 640 1488 753 500
Beauty salon or nail salon 1369 1266 1362 1506 1531 1851 1729 1508 1453 1080

Potential capacity of services in the context,*million euro
47
Potential segment capacity
Ordinary
company
employees
Traveling families
Families with
small children
Young couples
Top managers,
business owners
Representatives
of government
agencies
Athletes
Creative people,
travelers
Business lady Elderly couples
Cinema 86.44 94.25 50.05 24.79 29.26 1.40 4.99 67.39 6.43 5.40
Family area with children's playgrounds 40.67 44.35 23.55 11.67 13.77 0.66 2.35 31.71 3.03 2.54
armchairs
41.43 45.18 23.99 11.88 14.03 0.67 2.39 32.30 3.08 2.59
Grocery supermarket 65.70 71.63 38.04 18.84 22.24 1.06 3.79 51.22 4.89 4.10
Luggage storage in the halls before boarding 21.00 22.90 12.16 6.02 7.11 0.34 1.21 16.37 1.56 1.31
Lost Baggage Insurance 15.42 16.81 8.93 4.42 5.22 0.25 0.89 12.02 1.15 0.96
Paid massage chairs 25.77 28.10 14.92 7.39 8.72 0.42 1.49 20.09 1.92 1.61
Beauty salon or nail salon 10.40 11.34 6.02 2.98 3.52 0.17 0.60 8.11 0.77 0.65
Billiards 15.71 17.13 9.10 4.51 5.32 0.25 0.91 12.25 1.17 0.98
Capsule hotel 15.86 17.29 9.18 4.55 5.37 0.26 0.92 12.36 1.18 0.99
Salon 12.47 13.59 7.22 3.58 4.22 0.20 0.72 9.72 0.93 0.78
discounts on airport services
29.60 32.28 17.14 8.49 10.02 0.48 1.71 23.08 2.20 1.85
Hotel for pets 1.65 1.80 0.95 0.47 0.56 0.03 0.10 1.28 0.12 0.10
Game console room 42.27 46.09 24.47 12.12 14.31 0.68 2.44 32.95 3.15 2.64
Tablet/laptop rental 13.58 14.81 7.86 3.90 4.60 0.22 0.78 10.59 1.01 0.85
Airport navigator mobile app 3.15 3.43 1.82 0.90 1.06 0.05 0.18 2.45 0.23 0.20
Gym 3.74 4.08 2.17 1.07 1.27 0.06 0.22 2.92 0.28 0.23
Car wash 5.83 6.35 3.37 1.67 1.97 0.09 0.34 4.54 0.43 0.36
Individual escort around the airport 3.07 3.35 1.78 0.88 1.04 0.05 0.18 2.39 0.23 0.19
*Under the conditions that the airport passenger flow is31,568,000people per year, the share of departing passengers is50%, family services are purchased by
one family member and the reduction coefficient of consumer expectations is on average equal to20%

Potential service capacity
48
4,83
4,91
7,06
13,16
13,21
13,48
16,03
24,97
44,56
53,43
58,20
66,08
67,32
67,94
89,99
126,86
174,28
177,54
181,12
281,52
370,39
*Under the conditions that airport passenger trafficis 31,568,000 people per year, the share of departing passengers is 50%, family services are
purchased by one family member and the reduction factor of consumer expectations is on average 20%
Cinema
Grocery supermarket
Game console room
Common seating and sleeping area with armchairs
Family area with children's playgrounds
A discount card that allows you to receive discounts on airport services
Luggage storage in the halls before boarding
Capsule hotel
Billiards
Lost Baggage Insurance
Tablet/laptop rental
Manicure salon
Beauty salon or nail salon
Car wash
Gym
Airport navigator mobile app
Paid massage chairs
Individual escort around the airport
Hotel for pets
Registration of a credit bank card within 15 minutes
Registration of a debit bank card within 10 minutes

Summary
49
▪ The average age of passengers is 38.5 years. The average passenger has a higher education and is
a specialist or manager in a company.
▪ The largest number of respondents live in_____ , _____ , _____ , _____ And ____ .
▪ 44.4% of passengers travel predominantly alone. They have a high family income and often travel
in economy class.
▪ 38.8% of surveyed passengers fly for leisure, the rest - mainly as part of business trips.
▪ 47.9% of passengers travel through the airport once a year or less.
▪ Most passengers arrive at the airport by taxi or Aeroexpress, and pay for services at the airport in
cash (58.4%).
▪ Airport Passenger Satisfaction Index"_____"according to the method
NPSamounted to 34.0%.
▪ The most popular services at the airport: high-quality Internet (wi-fi), coffee shops and
restaurants, 220V sockets and smoking rooms
▪ The greatest interest in additional services at the airport was generated by: a cinema, a common
relaxation and sleeping area with armchairs and a family area with children's playgrounds
▪ The total potential capacity of additional airport services is
195.41millionEuro.
▪ The key passenger segments are: “Ordinary company employees”, “Travellers”, “Families with
small children” and “Travel families”.

Portrait and segmentation of target audience.pdf

Portrait and segmentation of target audience.pdf

Recommended

Recommended

More Related Content

Similar to Portrait and segmentation of target audience.pdf

Similar to Portrait and segmentation of target audience.pdf (20)

More from mail888275

More from mail888275 (20)

Recently uploaded

Recently uploaded (20)

Portrait and segmentation of target audience.pdf