There is a new business traveller in town and they are affluent, highly connected and more likely to combine business and leisure – among the key messages from JCDecaux Airport’s Business Briefing held on 7th March. The rise of the hybrid passenger post-pandemic represents a powerful new opportunity for brands to access through digital and programmatic Out-of-Home opportunities at the Airport.
The session featured speakers: Samantha Zwertvaegher, Head of Paid Media, EMEA at Cisco, Peter Colvin, Global Media and Communications Consultant, David Hawkins, Commercial and Partnerships Director of JCDecaux Airport and Laura Tanner, Head of Marketing at JCDecaux.
The new Back to Business insight polled 385 UK business travellers/ decisionmakers (conducted by Attest for JCDecaux) and shows that:
- 93% of key decisionmakers says business travel is either vital or important
- 71% have combined their business travel with leisure
- 89% spend between 1 to 3 hours at the airport when travelling for business.
These findings follow a recent survey for JCDecaux globally among 200 international business travellers/decisionmakers that shows:
- 76% of B2B decisionmakers look for new opportunities while travelling for business
- 70% are more likely to notice B2B advertising when travelling rather than in the office
The speakers shared that international travel is bouncing back, companies are seeing the importance of human connections once again and the business traveller is getting back to business.
We saw an opportunity during Covid to build for the long-term in Airports and to secure premium Out-of-Home media for Cisco. We believed in the future of Airport advertising and knew that the business traveller audience would recover, making this the ideal environment for our brand messaging.Samantha Zwertvaegher Head of Paid Media, EMEA at Cisco
In 2023 companies are back to business and that means the return of offline, face-to-face meetings around the world once again. The Airport represents a vital way for brands to reach this premium and influential audience in an environment where they have time to engage with the advertising. The rise of the hybrid passenger, who combines their business trip with a chance to travel for leisure is an important new opportunity for brands. The combination of an elite audience, high-profile sites and new digital opportunities including programmatic Out-of-Home, makes the Airport a powerful and flexible channel for brand messaging.David Hawkins Director of Commercial and Partnerships – JCDecaux UK Airport
Business is back, there’s a new hybrid passenger combining business and leisure travel and as Our ‘Back to Business’ insight shows, the public screen of Out-of-Home has an important role to play in driving B2B purchase decisions at the Airport. The post-pandemic business traveller is looking for inspiration and perceives brands that advertise at the Airport to be market leaders. With the new digital flexibility of the public screen of Out-of-Home including programmatic, the Airport offers huge creative freedom and in terms of audience targeting, measurement, optimisation and near real-time playout targeted by data.Laura Tanner Head of Marketing - Agency and Partner at JCDecaux UK
The session highlighted the return of the Airport audience with over 61+ million passengers at Heathrow in 2022 (source Heathrow) and 11+ million passengers at Edinburgh Airport in 2022 (source Edinburgh Airport), with the latest estimates from January 2023 showing that 88% of the Airport post-pandemic audience has returned.
