 DFW International Airport is committed to building a strategic

understanding of the travelers landscape for DFW Airport.

 A quantitative segmentation study of both domestic and non-U.S.

customers was conducted to develop, identify, and profile segments of
travelers based on behavioral, psychographic, and demographic
information.

 Specific goals included:

● Identifying higher level and unmet needs of DFW Airport travelers.
● Creating and measuring segments within the traveler’s population to
determine what factors best differentiate travelers.
● Understanding DFW Airport’s competitive position compared to other major
airports.

2
Understanding
Differences in
Travelers:
More Than Just
Business
and Leisure

3
What distinguishes one traveler from another?
 How much do they
travel?
 Why are they traveling?
 How much do they
spend at an airport?
 What do they do when
at the airport?
 What are they looking
for in an airport?
 Who are they
demographically?
 How do they view
themselves and their
lives?

4
 What it does
● Identify how DFW customers differ
on attitudes, needs, and behaviors
● Identify what amenities and services
will better serve DFW customers
● Provide insights to determine what
message points are key in marketing
communications
● Inform DFW Airport on how to
target and reach its customers
What it does not
● Provide terminal-specific insights
● Benchmark or track DFW
customer satisfaction:
• Trending of customer
satisfaction ratings
• DFW ratings based on immediate
experience
• Comparison against individual
airports
• Customer comments
5
 Segmentation research is commissioned to discover the
different consumer/customer segments that exist in the
market place.

 Understanding how their behaviors, attitudes, and needs vary

allows an organization to create specific plans that reach and
address each of these segments.

 Identifying the different demographic profiles of these

segments provides key information to more effectively target
the segments.

 Depending on the dynamics of the organization’s category,

segmentation research should be conducted or updated
about every five years.
6
 Customers participating in the online survey met the following criteria:
● Age 25+
● Domestic travelers:
• 2+ flights in the past year with at least one into, out of, or through DFW International Airport
● Non-U.S. travelers:
• 2+ trips to the United States in the past year
 Completed Interviews:
● Total U.S.: n=2,008
• DFW Metroplex: n=500
• US (outside of DFW): n=1,508
● Total non-U.S: n=1,514 Domestic Non-U.S.
• Asia: n=427 90% 10%
– China, India, Japan, South Korea
• Mexico/Latin America: n=687
– Mexico, Brazil
• Europe: n=399
– UK, Germany, France

 Data was weighted to properly represent the demographics of U.S., DFW and non-
U.S. travelers
 Where noted, all results significant at 90% confidence level
7
 Unique customer segments developed for both
domestic and non-U.S. customers
● Provide specificity for strategic/tactical decisions
 Commonalities across domestic and non-U.S. allow
us to group segments by common dimensions

Activity Levels
In Terminals

Importance of
Needs

Airport basics Amenities/Services

(Security, Locating Gate, (Dining Options, Personal
Books/Magazines, Services, Shopping)
Beverages)

8
 Unique customer segments High Activity
in Terminal
developed and grouped by
common dimensions

Indulgent
Explorers

Airport Wow
Basics Factors

The “Value
Voyagers”

Foreign
Fun-seekers
All Biz Road
Warriors
Frugal Low Activity
Vacationers In Terminal
9
 Five different customer
segments were identified
among domestic
and non-U.S. travelers

 Indulgent Explorers
 All Biz Road Warriors
 The “Value Voyagers”
 Frugal Vacationers
 Foreign Fun-seekers (Non-U.S. Only)

11
 Frugal Vacationers and Value Voyagers segments represent 69% of the sizing, but only 31% of the spend.
 Indulgent Explorers and All Biz Road Warriors segments account for 29% of the sizing, but 67% of the spend.
 Non-U.S. travelers are represented in all segments.

DFW Customers
Size of Segments Spend of Segments

2% 2%
Indulgent Explorers 11%
22%

All Biz Road Warriors

41% 20%
7% 50%
Value Voyagers

Frugal Vacationers

28% 17%
Foreign Fun-Seekers
(Non-U.S. only)

Includes Domestic & non-U.S. customers.

Sample size: 3522

12
 Size Spend
22% 50%
20.4% 1.7% 42.5% 7.9%
U.S. Non-U.S. U.S. Non-U.S.

Age Trip Occasion

55+ Average # Trips All Travelers Indulgent
13% Under
Explorers
35
40%
36% 45% 55%
35-54 64%
All Travelers 10.6
47%

Ethnicity Business Leisure

Caucasian Indulgent
13.1
59% Explorers
African American 19% 30%
Hispanic 70%
81%
23%
Asian
“I am young and travel 11%
5% Domestic Int’l
frequently – both for 2%
Other

leisure and for Travel With Children Parking Behavior

Income
business.” (Leisure Trips Only) (Locals)
All Travelers 44% 13% Drop off (friend/family) 24%
“I am more likely to be
African American or Indulgent Under $51K Outside airport
Explorers
64% 22%
42%
Hispanic and I often $51K < $101K
travel with children.” Terminal 15%
Average Number $101K < $151K
Drop off
in Party 26% Over $151K (taxi, shuttle)
14%

All Travelers 2.0

19% Remote 13%
Indulgent
Explorers
3.6 Express Parking 6%
High index vs. Total Low index vs. Total
14
 Size Spend
22% 50%
20.4% 1.7% 42.5% 7.9%
U.S. Non-U.S. U.S. Non-U.S.

Average Spend Importance of Airport Attributes

Per Trip (Extremely/Very Important)

Key Attributes
All Travelers $32
Variety of high end,
53%
upscale dining options
Indulgent
Explorers
$65 Dining options offer
52%
healthy food & beverages

Dining options offer high

52%
quality food & beverages
Products Purchased in Airport
Services that help me
47%
“When I travel, I like to Books 64% to unwind and relax
spend money at the Sunglasses 50% Retail stores at airport
terminal.” 44%
sell designer brands I like
Clothing items 49%
Variety of places to buy mags,
“I look for a variety of DVDs 39% newspapers, & snacks
42%
amenities and services to
Perfumes/colognes 38% Variety of high
help me unwind, shop, and 39%
relax. Purses 30% end retail shops

“I like to visit upscale and

high end retail stores and Brands Consider Purchasing at Airport
restaurants at the airport.” 42% 40% 40%
36% 36% 35% 34% 31% 31% 29%
“I would consider 21%
17% 17%
purchasing luxury or mass
market brands at the
airport.”

High index vs. Total Low index vs. Total

15
 Size Spend
22% 50%
20.4% 1.7% 42.5% 7.9%
U.S. Non-U.S. U.S. Non-U.S.
Attitudes
Airport Behaviors (Agree Describes Them)
(Do Always/Often)
Key Descriptors
Key Behaviors Spending time with my family
is my top priority 79%
Eat at upscale
61%
restaurant Enjoy getting dressed up and
going to fancy places 74%
Purchase a single
58%
item over $50 Buy as reward for
job well done 70%
Utilize ATM/
58% Eating healthy
banking services
is a top priority 70%
Visit business
55% Lifestyle is always
center 69%
on the go
Shop at a clothing store 55% Usually first to try new
products/services 69%
Shop at electronic store 53%
I deserve to be pampered 68%
“I may not be rich, but I deserve Visit the kid's play area 45% One primary goal is
68%
to be pampered. I like to reward make more money

myself whether by eating at an Utilize FedEx/mail drop 45% Luxury designer brands are
66%
worth every penny
upscale restaurant, shopping Use airport gym/
45% Select brands that show
for clothing or getting a workout center others I'm successful 63%
massage or manicure.” Visit a game room 44% I consider myself to be a foodie 63%
“I think of myself as a ‘foodie’ Take a shower 43% Planning takes the
54%
fun out of things
and I like eating healthy.”
Get shoes shined 43% Attitudes about Travel
“I enjoy travel – it is a time for (Agree Describes Them)
Rent music/video 43%
me to discover new places and Traveling to new places is
74%
splurge.” Visit a nail salon/
a passion for me
42%
hair dresser
I like to discover new
“What I do and how I look Rent airport private
42% places to go locally 76%
room/sleeping area
shows others how successful I
am.” Get a massage 41% Vacation time is time to
72%
splurge
High index vs. Total Low index vs. Total
16
 Size Spend
22% 50%
20.4% 1.7% 42.5% 7.9%
U.S. Non-U.S. U.S. Non-U.S.

News/Entertainment Sources in Typical Month

All Travelers Indulgent Explorers
90%
80% 79%
74% 76%
67% 69% 66% 66% 68% 65%
64% 62%
58% 56%
53% 53%
46%

Watch Shop on the Read local or Read news on Read Listen to Watch videos Read national Access social
television internet regional the internet magazines the radio on the internet newspapers media sites
newspapers

“I have a lot of interests

and I will read magazines Magazines TV Stations Newspapers
to help me keep up with Read Regularly Watch Most Read Regularly
the latest trends within 42% 85% Hard
those interests.” Online Copy
34% 53%
57% 37%
“I watch classic movies, 32% 47%

30% 44% 47% 38%

network television,
sports and educational 30% 42% Local 46% 64%

channels.” 27% 38% 43% 29%

27% 36%
39% 50%
27% 34%
30% 20%
25% 31%
Other 29% 35%
23% 31%
High index vs. Total Low index vs. Total

17
 Size Spend
22% 50%
20.4% 1.7% 42.5% 7.9%
U.S. Non-U.S. U.S. Non-U.S.

Opportunities
This group wants to unwind and relax, feel they deserve
to be pampered, and like to reward themselves.
Messaging that hits on these themes should resonate.

A variety of retail options and amenities appeal to this

segment. Their brand preferences lean toward premium
luxury brands like Prada, Burberry, Gucci, etc.

Consider targeting kid-friendly offerings such as retail

shops with interactive in-store features (ex. Nickelodeon
Summary store, Lego store)

Second youngest segment Address their on-the-go, lots of stress, save time
Predominantly Caucasian but the most diverse, mentality and target with enhanced valet parking service
with car wash, car maintenance, or laundry/dry cleaning
with a higher proportion of minorities than
options
average
Travels both for business and leisure A key segment to target for upscale, healthy dining
Average income, but spends more at the airport options. They are the “foodie” segment so celebrity chef
offerings should appeal (ex. Rick Bayless LaFrontera in
than any other segment by splurging on a
Chicago O’Hare or Stephen Pyles Sky Canyon in Love
variety of services and amenities Field).
Most interested in premium luxury brands
Likely to travel with kids on leisure trips
Non-U.S. travelers make up 1.7% of this
segment

18
 Size Spend
7% 17%
6.8% .3% 12.9% 4.3%
U.S. Non-U.S. U.S. Non-U.S.

Trip Occasion
Average # Trips Average $ Spend All Travelers All Biz
Per Trip Road Warriors

36% 35%
Total 10.6 Total $32
64% 65%

All Biz All Biz

Business Leisure
Road 38.7 Road $21
Warriors Warriors
19% 17%

81% 83%
“I am always traveling,
mostly for business Income Age Domestic Int’l
Under
purposes.”
35
4% 55+ 19% Parking Behavior
“I am older, successful, 26% 38% (Locals)
and making more Under $51K
Outside airport 23%
money than the $51K < $101K 35-54
28% Terminal 18%
average person.” 43%
$101K < $151K
Drop-off (taxi/shuttle) 18%
“I don’t spend much Over $151K Gender
42% Valet 13%
when I am in the
Drop-off
terminal.” Female (friend/family)
11%

49% Male Express

51% 11%

Remote 4%
High index vs. Total Low index vs. Total
20
 Size Spend
7% 17%
6.8% .3% 12.9% 4.3%
U.S. Non-U.S. U.S. Non-U.S.

Importance of Airport Attributes Products Purchased

(Extremely/Very Important)
in Airport
Key Attributes
Books 61%
Move through security
84%
without delay
Clothing items 39%
Free wireless Internet
73%
service throughout Electronic
38%
accessories
Adequate places to charge
67%
electronic devices Sunglasses 26%
“When I travel, I’m focused Seating areas allow me
on getting to the terminal 64% Jewelry 24%
to get work done
and working. I look for Wi-
Fi, charging stations, and Variety of casual
40% Perfumes/colognes 20%
areas that allow me to dining options
work.” Dining options offer high
39% Cosmetics 18%
quality food & beverages
“I tend to value shopping
Opportunities to exercise/ DVDs 17%
options just when traveling 39%
participate in physical activity
for leisure. I tend to
purchase electronic
accessories and jewelry at
the airport more than the Brands Consider Purchasing at Airport
average traveler.
27% 24% 23% 22% 22% 21% 20% 20% 18% 16% 14%
“I would consider 14% 14% 13%

purchasing mostly mass

market brands at the airport
such as Ray-Ban and Nike.”
High index vs. Total Low index vs. Total
21
 Size Spend
7% 17%
6.8% .3% 12.9% 4.3%
U.S. Non-U.S. U.S. Non-U.S.

Attitudes
Airport Behaviors (Agree Describes Them)
(Do Always/Often)
Key Descriptors
Key Behaviors
Conduct business / I have a very
79% 83%
do work strong work ethic
Plug into Will pay premium for
77% 74%
charging stations quality item

Visit VIP/frequent I like to try new and

49% 71%
fliers lounge different things

Eat at a fast Really value anything

45% 66%
food restaurant that saves time

“I frequent casual dining Utilize curb-side

More than just a job -
64%
27% it's a career
and high quality food check-in
options instead of fast Exercise is
Visit the business 58%
26% important to me
food or upscale dining.” center
Lifestyle is always
55%
“My work is more than Use an airport app 24% on the go
just a job – it’s a career. I'm a bargain hunter 52%
I’m always on the go, and Purchase a souvenir 22%
value anything that saves I consider myself
46%
me time.” to be a 'foodie'
Get shoes shined 20%
A lot of stress in my life 44%
“I will pay a premium price Take a shower 18%
for quality but don’t need People generally describe
35%
a brand to show that I am Purchase a single me as laid back
16%
successful.” item over $50 Select brands that show
32%
I'm successful
High index vs. Total Low index vs. Total
22
 Size Spend
7% 17%
6.8% .3% 12.9% 4.3%
U.S. Non-U.S. U.S. Non-U.S.

News/Entertainment Sources in Typical Month

All Travelers All Biz Road Warriors
90% 91%
79% 81%
74% 78% 76% 77%
72%
68% 69% 68% 68%
62% 58%
54% 54%
46%

Watch Read news on Shop on the Listen to Read Read local or Read national Access social Watch videos
television the internet internet the radio magazines regional newspapers media sites on the internet
newspapers

“I consume media that Magazines TV Stations Newspapers

helps me keep up-to-
Read Regularly Watch Most Read Regularly
date on business,
finance and current 27% 100% Hard
Online Copy
events as well as my 24% 62%
hobbies and interests.” 22% 51%
35% 38%

21% 40% 28% 58%

21% 36% Local 25% 63%

18% 36% 25% 25%

17% 35%
15% 17%
15% 34%
8% 7%
14% 32%
Other 13% 12%
High index vs Total Low index vs. Total 14% 18%

23
 Size Spend
7% 17%
6.8% .3% 12.9% 4.3%
U.S. Non-U.S. U.S. Non-U.S.

Opportunities
This group represents a significant revenue opportunity,
given their travel frequency

Consider improving perceptions of DFW on work-related

features, such as
• Increasing awareness of free Wi-Fi access

• Providing more charging stations or improving

their visibility in terminals

• Offering more casual dining options

Summary
Second oldest segment, skewing 45-64
years old
Heaviest travelers, mostly for business
Highest income, 79% over $100K
Not big spenders in the terminal
Focused on working in terminal
Interest in shopping most relevant only on
leisure trips
Prefer casual dining rather than fast food
or upscale
Non-U.S. travelers make up less than 1% of
this segment
Increase awareness of personal services such as workout
centers, massages, shoe shines, and business related
offerings
Because they are not thinking about shopping while in
the terminal, having amenities and services convenient
and relevant to their on-the-go lifestyle could increase
their spend:
• Enhanced valet parking service with car wash, car
maintenance, or laundry / dry clean opportunities.
• Restaurants, retail shops, and other amenities
conveniently located near business centers and
charging stations
• Programs that reward loyalty to frequent visitors of
DFW Airport
24
 Size Spend
28% 20%
24.5% 3.1% 11.8% 8.1%
U.S. Non-U.S. U.S. Non-U.S.

Trip Occasion
Age Average # Trips All Travelers Value Voyagers
Total 10.6
36% 39%
55+ Under
26% Value 64% 61%
35 8.0
22% Voyagers

Business Leisure
35-54
Average $ Spend
52% Per Trip
Total $32 19% 18%

Value 81% 82%

$32
Voyagers
“I travel an average
Domestic Int’l
amount, about 8 times
Ethnicity Income
a year, most of the time
for leisure but also Parking Behavior
14% (Locals)
travel for business.” Drop off
Under 30%
(friend/family)
Caucasian $51K
“I spend moderate Terminal 17%
71% 44% $51K <
amounts in the African $101K Outside airport 16%
terminal.” American
Hispanic $101K <
Remote 16%
$151K
21% Drop off
Asian Over 9%
(taxi, shuttle)
14% $151K
21% Express Parking 6%
9% Other
4% Valet 3%
2%
High index vs. Total Low index vs. Total
26
 Size Spend
28% 20%
24.5% 3.1% 11.8% 8.1%
U.S. Non-U.S. U.S. Non-U.S.

Importance of Airport Attributes Airport Behaviors

(Extremely/Very Important) (Do Always/Often)

Key Attributes Key Behaviors

Access airport
Free wireless Internet 76%
77% wireless Internet
service throughout
Read a book,
Adequate places to charge watch movies, 74%
69% play online games
electronic devices
Purchase from a
Seating areas allow me 71%
“I like to stay connected coffee shop
54%
when I travel. I am very to get work done
interested in Wi-Fi and Eat a casual dining
60%
Variety of casual restaurant
charging stations.” 43%
dining options
Conduct business /
“I’m likely to use airport do work
51%
Dining options offer
apps and may conduct 43%
healthy food & beverages
some work in the terminal –
even when I’m on vacation.” Amenities/services to Use an airport app 38%
connect with others before 43%
“I look for casual dining going through security Purchase a single
15%
restaurants and dining item over $50
Services that help me
options that offer healthy 36%
to unwind & relax
food & beverages.” Shop at electronic
15%
stores

High index vs. Total Low index vs. Total

27
 Size Spend
28% 20%
24.5% 3.1% 11.8% 8.1%
U.S. Non-U.S. U.S. Non-U.S.

Attitudes
(Agree Describes Them)
Key Descriptors
I have a very
82%
strong work ethic
Really value anything
71%
that saves time
Like being connected
64%
through Internet
I deserve to
56%
“I sometimes buy things be pampered
for myself as a reward for Buy as reward
53%
a job well done and I feel for job well done
like I deserve to be One primary goal is
51%
pampered at times.” make more money
Concerned about
48%
“I don’t think luxury impression to others
brands are worth every Luxury brands
penny.” 25%
worth every penny

“At the airport I would

Brands Consider Purchasing at Airport
consider purchasing mass 33%
market brands such as 25% 24% 24% 23% 22% 20% 19% 17% 17%
Nike and Ray-Ban, but am
4%
also interested in
purchasing affordable
luxury brands.
High index vs. Total Low index vs. Total
28
 Size Spend
28% 20%
24.5% 3.1% 11.8% 8.1%
U.S. Non-U.S. U.S. Non-U.S.

News/Entertainment Sources in Typical Month

All Travelers Value Voyagers
90% 92%
79% 82% 76% 79% 79%
74%
69% 71% 70% 69% 68% 69%
58% 62%
52%
46%

Watch Read news on Listen to Shop on the Read local or Watch videos Access social Read Read national
television the internet the radio internet regional on the internet media sites magazines newspapers
newspapers

“I read magazines Magazines TV Stations Newspapers

related to my hobbies
Read Regularly Watch Most Read Regularly
and interests and will
read online or print 30% 100% Hard
publications.” 28% 62%
Online Copy

Local 40% 67%

25% 55%
“My TV watching habits 37% 22%
22% 53%
include network
21% 37% 28% 12%
television as well as
20% 37%
specialty channels 30% 37%

such as food and 19% 36%

30% 31%
sports.” 17% 34%
5% 2%
11% 25%
Other 26% 21%
10%
High index vs. Total Low index vs. Total

29
 Size Spend
28% 20%
24.5% 3.1% 11.8% 8.1%
U.S. Non-U.S. U.S. Non-U.S.

Opportunities

This segment values being connected

online. Providing reliable Wi-Fi, sufficient
charging stations and areas to get some
casual work done are key for this segment.

Communicate the comparable rates and the

advantages of Remote and Express parking
Summary over outside airport options
Mostly middle age
Travel about 8 times a year While their usage in personal care and
Travel mostly for leisure, but almost 40% for relaxation services at the airport is below
business average, they claim services that help them
Mostly Caucasian, but about one-fourth are African relax/unwind are important on their leisure
Americans and Hispanics trips
Want to stay connected and conduct some work in
• Opportunity to increase awareness or
terminal
to identify new types of services that
Average level of spending and shopping activity in
define “relax” and “unwind” for this
the terminal
segment
Prefer casual and healthy dining rather than upscale
restaurants
Non-U.S. travelers make about 3% of this segment
30
 Size Spend
41% 11%
38.3% 2.8% 8.3% 2.4%
U.S. Non-U.S. U.S. Non-U.S.

Average # Trips Average $ Spend Trip Occasion

Per Trip Frugal
All Travelers
Vacationers

All Travelers 10.6 25%

36%
Total $32 64% 75%

Business Leisure
Frugal Frugal
6.1 $17
Vacationers Vacationers 15%
19%

81% 85%

“I tend to be more frugal Travel With Children Domestic Int’l

while traveling.” Age
(Leisure Trips Only)
Parking Behavior
“I travel infrequently, and All Travelers 44% (Locals)
Under
when I do, it’s mostly for 55+ 35 Drop off
30%
leisure.” Frugal 50% 12%
(friend/family)
24%
Vacationers Outside airport 25%

“I‘m older and don’t Remote 15%

usually travel with Average Number
children.” in Party Terminal 13%

Drop off
35-54 (taxi, shuttle)
8%
All Travelers 2.0 38%
Express Parking 6%
Frugal
1.1
Vacationers Valet 2%
High index vs. Total Low index vs. Total
32
 Size Spend
41% 11%
38.3% 2.8% 8.3% 2.4%
U.S. Non-U.S. U.S. Non-U.S.

Importance of Airport Attributes

(Extremely/Very Important)

Key Attributes
Move through security
84%
without delay

Terminal monitors
82%
easy to locate/clear

“At the airport, I’m

mostly interested in Easy to navigate inside to
79%
getting quickly through get where I need to go
security, abundant
monitors with flight Ample seating areas
information, comfortable 70%
that allow me to relax
seating areas, and being
able to navigate the
Eating & drinking options
airport with ease.” 63%
that are inexpensive
“Finding affordable
dining options is also
very important.”

High index vs. Total Low index vs. Total

33
 Size Spend
41% 11%
38.3% 2.8% 8.3% 2.4%
U.S. Non-U.S. U.S. Non-U.S.

Airport Behaviors Attitudes

(Do Always/Often) (Agree Describes Them)

Key Behaviors Key Descriptors

Read a book, watch movies, I have a very strong
70% 79%
play online games work ethic

Purchase from a
54% I'm a bargain hunter 69%
coffee shop

Purchase snack, frozen Want to do whatever

53% 60%
drink, ice cream, etc. whenever I want

Access airport I like to try new and

53% 55%
wireless Internet different things

Eat at a fast Really value anything

“I enjoy finding bargains food restaurant
50%
that saves time
54%

and may purchase items

like books, magazines Non-Descriptors
and newspapers to read
Infrequent Behaviors I deserve to
while waiting at the be pampered
38%

gate.” Utilize FedEx/mail drop 2%

Buy as reward
30%
for job well done
Use the airport gym/
1%
“I’m not very interested work out center Usually first to try new
18%
products/services
in pampering and Visit a nail salon/
1%
hair dresser/barber Select brands that show
relaxation amenities or I'm successful
10%

shopping in the Rent music/video

1% Luxury brands
from vendor 10%
terminal.” worth every penny
Rent private room/ Planning takes the
1% 9%
sleeping area fun out of things

High index vs. Total Low index vs. Total

34
 Size Spend
41% 11%
38.3% 2.8% 8.3% 2.4%
U.S. Non-U.S. U.S. Non-U.S.

News/Entertainment Sources in Typical Month

All Travelers Frugal Vacationers
94%
90%
83% 82%
79% 76% 74% 74%
69% 69% 68% 69%
62% 63% 58%
52%
46%
33%

Watch Read news on Listen to Shop on the Read local or Read Access social Watch videos Read national
television the internet the radio internet regional magazines media sites on the internet newspapers
newspapers

“I like to keep up with

news and current events Magazines TV Stations Newspapers
and that is where I spend Read Regularly Watch Most Read Regularly
a lot of my time when it
35% 100% Hard
comes to watching Online Copy
18% 65%
television and reading Local 29% 74%
magazines.” 18% 63%

17% 59% 25% 14%

“I will read the print 16% 31% 18% 5%

version of my local 13% 31% 15% 29%

newspaper but don’t do a 12% 30%
15% 26%
lot of reading on my 11% 29%
tablet or on the Internet.” 2% 1%
10% 29%
Other 22% 24%
10% 23%
High index vs. Total Low index vs. Total

35
 Size Spend
41% 11%
38.3% 2.8% 8.3% 2.4%
U.S. Non-U.S. U.S. Non-U.S.

Opportunities

Improve perceptions of DFW on the

efficiency of the security process, easy to
navigate terminals, and ample seating

Possibly more effective/visible signage or

Summary
Oldest segment, skewing to 55+
Lighter travel; Averages 6 trips a year
Travels primarily for leisure
Needs an efficient, easy process to the gate
Likes to find bargains and have something to
do at the gate
Interested in inexpensive dining options and
basic retail, such as books, magazines and
newspapers
Spend the least of any segment
Not indulging in most shopping and personal
services available at the airport
Non-U.S. travelers make up 2.8% of this
segment
increased DFW employee presence in
terminals to assist
Provide more opportunity to purchase
value-priced food & beverage or retail
items
Offer incentives to move those who park
outside airport to remote parking.
Messaging should tout comparable rates
with added benefit of getting to terminal
faster and easier
36
 Size Spend
2% 2%
-% 2.1% -% 1.9%
U.S. Non-U.S. U.S. Non-U.S.
Age
55+
7% Average # Trips Trip Occasion
Under
35
42% All Travelers Foreign
35-54 Fun-Seekers
51%
All Travelers 10.6
36%
Gender 64%
51% 49%

Foreign Fun-
Female 10.1
42% Seekers
Business Leisure

Male
58%
“I am young and travel
about 10 times per year Incheon
Travel With Children Live Music
– both for leisure and Children Under (Leisure Trips Only)
for business.”
18 in Household
All Travelers 44%
“I am a parent and 78%
Foreign Fun-
often travel with Seekers
79%
children.”
Average Number Changi
“I appreciate a variety in Party
Butterfly Garden Slide
of recreation activities
All Travelers 2.0
provided by airports I
frequent.” Foreign Fun-
Seekers
3.6
High index vs. Total Low index vs. Total
38
 Size Spend
2% 2%
-% 2.1% -% 1.9%
U.S. Non-U.S. U.S. Non-U.S.

Average Spend
Per Trip Importance of Airport Attributes
(Extremely/Very Important)
All Travelers $32 Key Attributes
Foreign Fun- Variety of entertainment options 50%
Seekers
$34
Services that help me unwind/relax 49%

Products Purchased Healthy food & beverages 49%

“When I am in the airport I in Airport
Airport/flight info in native language 47%
am looking to unwind,
Books 60%
relax, and be entertained.” High quality food & beverages 46%
Sunglasses 41%
“I may purchase items Clothing items 40% Variety of casual dining options 45%
such as books, Electronic accessories 40%
electronics and DVDs.” DVDs 37% Upscale dining options 39%
Cosmetics 34%
Variety of high end retail shops 38%
“I seek out high quality Purses 30%
dining experiences, and Jewelry Retail stores with designer brands 35%
26%
retail stores and spend my
Luggage, briefcase 24%
time on amenities that
help me unwind and
relax.” Brands Consider Purchasing at Airport
37% 37%
32% 30% 30% 29% 26% 25% 25% 23%
“I spend conservatively in 19% 18%
the terminal but would
consider purchasing
some luxury brands.”
High index vs. Total Low index vs. Total
39
 Size Spend
2% 2%
-% 2.1% -% 1.9%
U.S. Non-U.S. U.S. Non-U.S.
Airport Behaviors Attitudes
(Do Always/Often) (Agree Describes Them)
Key Behaviors Key Descriptors
Shop duty
67% I like to try new and
free shop 68%
different things
Purchase snack, frozen
64%
drink, ice cream, etc.
Luxury brands worth
64%
Visit business every penny
45%
center
Lifestyle is always
Shop for clothing 45% 63%
on the go

Eat at upscale
restaurant
43% Planning takes the
61%
fun out of things
Visit museum/exhibit
43% Select brands that
inside airport
“I want to be show others I'm 60%
entertained while at Shop for electronics 42% successful
the airport.” A lot of stress in my
Watch movie 58%
39% life
inside airport theatre
“I am interested in
Get shoes shined 38% I am a 'spender'
new and different rather than a 'saver'
56%
experiences at the Rent sleeping area 38%
airport such as Attitudes about Travel
watching movies in a (Agree Describes Them)
Rent music/video 36%
theater, visiting Traveling to new places
66%
is a passion for me
exhibits, renting a Take a shower 35%

sleeping area, or I like to discover new

Visit a nail salon 35% 67%
being able to take a places to go locally

shower.” Vacation time is time to

51%
splurge
High index vs. Total Low index vs. Total
40
 Size Spend
2% 2%
-% 2.1% -% 1.9%
U.S. Non-U.S. U.S. Non-U.S.

News/Entertainment Sources in Typical Month

All Travelers Foreign Fun-Seekers

90%
79% 76%
70% 74%
66% 69% 68%
64% 63% 63% 62%
58% 58% 58% 58%
50%
46%
“I might not watch TV
or listen to the radio as
much as other travelers
but I do like to read Watch Read news on Read national Shop on the Read local or Listen to Watch videos Read Access social
news online and television the internet newspapers internet regional the radio on the internet magazines media sites
newspapers
national newspapers.

High index vs. Total Low index vs. Total

41
 Size Spend
2% 2%
-% 2.1% -% 1.9%
U.S. Non-U.S. U.S. Non-U.S.

Opportunities

Consider targeting this group with high

Summary
Non-U.S. customer
Youngest segment; tend to be male
Travels both for business and leisure
Lower to average income
Tends to travel with children on leisure
trips
Looks for a variety of amenities to entertain
them in the terminal
High interest in high quality food,
beverages, and dining experiences
Minimal interest in premium luxury brands
quality (not necessarily upscale) amenities
and services that offer entertainment value:
• Dave and Busters (games) or Buffalo
Wild Wings (sports bar)
• Entertainment amenities such as
arcades, movie theaters, etc.
Ensure a broad range of personal care
services like massages, manicures,
showers, and workout centers
Kid-friendly amenities and services should
also be a focus for this segment
• Consider retail shopping with
interactive in-store features (ex.
Nickelodean store, Lego store)

42