Airports and Travel

Our Airport Retail Consultants research passenger and customer profiles, segments, needs and spending behaviour. We have over 15 years of proprietary knowledge of key passenger metrics and benchmark performance statistics.

We can conduct both qualitative (one to one or focus group detailed research) and quantitative (large sample sizes with statistically robust results) research amongst passengers, users of commercial facilities, staff, visitors and local catchment populations.

Our research informs customer segmentation, optimisation of the commercial offer and tenant mix, car parking strategies, concession planning, non-aviation revenue planning and customer satisfaction initiatives. Our research is often provided to retailers by landlords in order to ensure continual improvements.

We have conducted face to face interviewing in over 20 airports and 20 railway stations, as well as for many retailers that are represented in travel environments, such as Alpha Retail.

Commercial Spaces

We undertake in-depth analysis of the customer base, target market and catchment areas for commercial space developments, in order to understand customer needs and behaviours, and assist our clients to optimise the commercial offer to suit their customers’ requirements.

We undertake demand and supply side market studies, and detailed competitor analysis in order to fully understand the competitive environment. We are able to offer full service market and consumer research. To date we have completed research projects across the UK, Europe, Middle East and SE Asia with general consumers, office workers and tourists. We have the potential to interview in most languages, including English, French, German, Spanish, Russian, Arabic, Chinese and Hindi.

This work allows us to develop the most appropriate retail plan and mix given the client vision alongside market and consumer dynamics.  It is also a vital input to our space supportable and financial modelling. The research and modelling combined then feeds directly into the planning and design strategies for the commercial areas.

We offer the following Passenger / Customer Research and Market Analysis services:

• Passenger / Customer Behaviour and Requirements Research
• Passenger / Customer Satisfaction Studies
• Passenger / Customer Segmentation Studies
• Brand Perception, Evaluation and Development
• Catchment Area Analysis
• Market Studies and Analysis of the Competitive Environment
• Retail Audits

"It is great to be able to provide consistent feedback to our retail and catering partners, highlighting trends each month and looking at year on year performance. Partners appreciate the opportunity to look at their own results in the context of the wider airport picture and the exchange of information encourages joint marketing initiatives and proactive sales promotion." 
Marketing Director, London Luton Airport

“Pragma provided us with a fantastic understanding of the airport in terms of passenger perceptions, key choice drivers and dynamics and we have incorporated their work into our business strategy.’

Mr. Matthew Thomas, Group Commercial Director, Liverpool John Lennon Airport