Kiwis Continue to Prioritise Travel Amid Economic Challenges.
JCDecaux Study Reveals Insights into Airport Behaviours
Despite high interest rates and the cost-of-living crisis, Kiwis continue to prioritise holidays and air travel according to JCDecaux’s recent Airport insights study. July school holidays have seen a surge in travel, defying the trend of declining retail spending in New Zealand.
As the exclusive media partner for Auckland, Christchurch, and Queenstown airports, JCDecaux has observed steady growth in passenger numbers. Just under 26 million passenger journeys, both domestic and international, were completed through these three key airports in 2023, and 2024 is seeing continued growth.
Victoria Parsons, JCDecaux New Zealand Strategy and Insights Director, says: “Kiwis have a strong desire to travel. We see people saving for trips, and prioritising holidays over dining out or other recreational activities to ensure they get a break from everyday life.”
A March 2024 Airport Insights Study by JCDecaux, surveying 750 Kiwis, highlights how Kiwis are traveling by air and using JCDecaux Airports. Key findings include:
• Nearly half of those surveyed took multiple air travel trips during the 12-month period, signalling a return to habitual air travel.
• 83% of air travel was for leisure, including visiting friends and family, sports, and tours, while 17% was for business.
• 51% of air travellers prefer to arrive at the airport well ahead of minimum times to enjoy the airport experience.
• 88% made a purchase at the airport, ranging from drinks to high-end boutique items.
• 63% of purchases are unplanned and spontaneous, indicating the holiday mindset starts at the airport.
• 1 in 5 travellers enjoy an alcoholic beverage before their flight, with 72% purchasing coffee or soft drinks and 62% food.
• 73% of domestic travellers check in a bag compared to 96% of international travellers.
During airport dwell time, travellers frequently use devices to plan their trips, contemplate life purchases, or investigate brands advertised at the airport.
The study also examined lifestyle and purchase behaviours, finding that airport audiences are avid spenders across various categories, with 20% buying a new car, 31% buying home electronics, 42% buying personal electronics, 32% buying homeware, and 25% buying jewellery or watches over the last 12 months. Additionally, 52% were considering switching some service in the next six months.
JCDecaux’s 2023 neuroscience study into airport advertising revealed that travellers are more receptive to advertising in the airport due to the uniqueness of the experience and the emotional intensity of air travel. This heightened emotional state leads to high levels of memory encoding, making airport advertising a powerful tool for influencing future consumer behaviour.
Phil Eastwood, JCDecaux New Zealand General Manager, comments, “New Zealand airports are a bustling hub of activity and set for continued growth. This presents a golden opportunity for advertisers to connect with diverse and affluent audiences in this unique environment where people are relaxed and receptive to advertising. They also have time to consider and research the things, and brands, that can improve their quality of life. our Airport network offers unparalleled reach and engagement.”
JCDecaux has undertaken significant investment across its airport network, including digital transformation and comprehensive planning and measurement tools. Airports are among the few locations in New Zealand where full motion Out-of-Home advertising can be used, offering unique engagement opportunities.