53% of travellers see airports as something to be enjoyed: Priority Pass

Friday, 17 June 2016 00:00 - - {{hitsCtrl.values.hits}}

More than half (53%) of the frequent travelers polled in a study, published by Priority Pass, agree that the airport is something to be enjoyed, with 56% admitting that they would be encouraged to arrive at the airport early to take advantage of duty free and shopping discounts.

The Airport Experience Survey research was conducted through an online survey in UK, UAE, USA, Germany, France, Singapore and Hong Kong with 2,906 respondents during January 2016.

At airports such as Changi in Singapore there is a lot to do and see, such as the amazing butterfly garden.

At airports such as Changi in Singapore there is a lot to do and see, such as the amazing butterfly garden. Click to Enlarge.

The survey sheds new light on the behaviours of consumers at the airport. Two thirds of respondents (64%) agreed that they like to access a bargain at the airport with 35% looking for something luxurious that they would not ordinarily buy. 40% of frequent business flyers admitted to going straight to the lounge and avoiding the shops altogether.

Stephen Simpson , Global Marketing Director for Priority Pass, part of Collinson Group, said, “We are witnessing an important shift in mind-set when it comes to the airport experience and it is clear that today’s frequent flyers no longer view themselves as passengers merely transiting the airport but as consumers seeking more rewarding travel journeys. In order to address this, Priority Pass has developed a range of offers which extends its lounge access program to include other benefits to improve the airport experience. We are working to extend these benefits further to make every aspect of the airport experience easier and more enjoyable for our Members.”

Separate research carried out by Priority Pass surveyed the world’s most affluent consumers and confirmed the rise of the ‘digital’ flyer.

Half of European travelers (50%) believe that digital boarding passes and e-tickets make the airport experience much easier, with 24% of travelers using airport mobile apps; a figure that rises to 41% of frequent business flyers.

There is clearly a growing impetus to provide a seamless digital experience at airports, driving new levels of customer service, while reducing the stress of travel and providing a more personalized and intuitive passenger experience.

Last October, as part of its brand refresh, Priority Pass unveiled a Digital Membership Card for access to most lounges in the program using their smartphone or tablet, in order to meet the needs of this audience.