Selection - 29%

‘I need clarity, a wide range of options and a pleasant
atmosphere – things have to be under control.’

These customers are much more independent in their
behaviour. They do not have a great need for personal service.
They find things themselves and will certainly contact the
staff if they need help. For this reason, it is important that
information is easily accessible, for instance on their mobile
phone or the traffic screens.

The airport’s many offerings are often used by this segment, who
have the highest spend at the airport. When they have time
to kill, it is important they have some options to choose from.
Waiting time is not perceived as waiting time when they have
reasonable things to spend their time on. This segment has the
largest proportion of women.

Travelling must be relaxing. ‘My time is my own’, they say,
and they spend it doing things they want to do here and now.
If they have two hours to fill, a massage or a facial might be a
good option. If there is just half an hour to departure, a nice glass
of wine of a bit of shopping might be best. What is important is
a pleasant atmosphere and a wide range of offerings.

Keywords:

• Independent
• Convenience
• Freedom to choose