‘I want someone to hold my hand.’
This is the segment with the least experienced travellers, so
they feel more insecure and have a greater need for guidance.
For example, these passengers often prefer personal check-in,
arrive at the airport well in advance of their departure time,
and are usually the first to arrive at the gate.
There is a relative predominance of Danish passengers and
long-haul travellers in this segment (Asians, Americans, etc.).
Most are leisure travellers, and they usually travel together with
one or more other passengers. It is the smallest of the four
segments, but it is perceived as being larger, as the passengers’
need for personal service and information is so much
greater than in the other segments.
It is nice to travel, but it can be a stressful experience to
navigate through an airport. Missing a flight is fatal, and there
are several things that can go wrong, so these passengers do
not have much time to shop or make use of the other options
available at the airport.
Keywords:
- Attention
- Security
- Simplicity