Duty-free shopping area at Dubai International Airport
THE airport is a crucial part of a traveller’s journey that should be an attraction in itself, indicated frequent flyers in a study conducted by airport lounge access provider Priority Pass.
More than half of respondents (53 per cent) agreed that the airport should be enjoyed and a further 56 per cent said they would arrive in an airport earlier just to use its facilities, such as duty-free shopping.
Meanwhile, two-thirds indicate that accessing bargains is part of the allure while about 35 per cent say they are looking to purchase luxury products they can’t usually find at home.
Said Stephen Simpson, global marketing director at Priority Pass: “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.”
The attractiveness of airports go beyond retail opportunities however, with 59 per cent of corporate travellers indicating that the convenience of the airport lounge serves as a sanctuary away from home and is very important.
A further 40 per cent say they would head straight to the lounge and avoid the shops altogether.
“An increasing number of organisations are starting to recognise the value that can be gained if the experience of flying for business is not unduly stressful,” said Simpson.
“Our research found that 51 per cent of frequent business flyers actively enjoy the airport experience. This is a high percentage when you consider the fact that the business flyer is traveling for work purposes and does not have the relaxation of a typical leisure trip to look forward to on arrival.”
