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Home , Melbourne Airport

FINAL REPORT

AUGUST 2018 What’s in here

EXECUTIVE SUMMARY Page 3

OBJECTIVES, METHODOLOGY AND APPROACH Page 31

THEN VS NOW Page 35

DETAILED REPORT Page 44

DOMESTIC SEGMENTS Page 44 INTERNATIONAL SEGMENTS Page 67 KEY TOUCH POINTS Page 99 EXPERIENCE Page 106 DOMESTIC PREDICTORS Page 113 INTERNATIONAL PREDICTORS Page 128 AIRPORT SERVICES & INITIATIVES Page 146 TRAVEL BEHAVIOUR Page 157 LOUNGE Page 160 RETAIL Page 164 DIGITAL & MEDIA CHANNELS Page 175 GROUND TRANSPORT Page 188 KEY TERMINAL DIFFERENCES Page 197

2 What you need to know

3 What big message is the research telling us? “

” • •

4 What pain points must we solve in order to deliver?

We are not seen as a world class airport • Connectivity (design, WIFI, wayfinding) • Slow to improve and upgrade 1. “Build with purpose and set the digital foundation” • Rail – faster, cheaper • Congestion

2. Overall experience is below the acceptable benchmark “The role of the airport has • MA lacks a space with offerings for the new wave changed with customer experience – of bleisure travellers who want it all move from just operational to • The essence of the city of is not experiential as well” reflected in the current MA offering • MA brand has no identity or personality – who is 5 the face of Melbourne Airport? 6 Domestic and 8 International distinct traveller segments were identified

6 Introducing the Domestic travellers

7 • Age: 18 – 24 years old (19%), 25-34 years old (41%), 35-44 years old (23%) Total value: • Parking • Work-related (100%) 7.4/10 • Female (53%) Low (5%) • F&B • 4 domestic flights per year • Working full-time (71%) (86% spenders) • Virgin Airlines (29%), Airways (29%) B • No children (70%) • Retail Low • Taxi (32%), Uber (9%), Parking at MA (7%) “When I arrive at the airport, I don’t want U • Income $78,000-$103,999 (20%), • F&B Medium • Lounge members (9%) to spend time in an airline lounge, I want • Parking Medium S to explore the retail offering and get $20,800-$31,199K (14%) • Consider switching to rail: (29%) some shopping done whilst I’m travelling • Residency: Australian (100%) I for work.” • Melbourne (41%), Perth (15%), VIC regional (9%) N • 25-34 years old (28%), 45-54 years old (24%) MA Total Value: • Parking • Work-related (100%) 6.6/10 E • Male (70%) High (23%) • 9.7 domestic flights per year S • Working Full-time (90%) (47% spenders) • (50%) / Virgin (32%) • Have children at home (47%) • Retail Low • Park (14%) / S “With my busy schedule, parking at the • F&B Low • Income $180K+ (12%), $130K-$180K (15%), • Parking Medium Taxi (30%) airport is the most efficient mode of $78K-$104K (22%) • Lounge members (54%) transport. I like to get work done and • Residency: Australian (100%) • Consider switching to rail: (44%) have a meal in the lounge but it isn’t what it used to be.” • Melbourne (54%), Sydney (12%), VIC Regional (9%) • 55 – 64 years old (44%), 65 – 74 years old (30%) MA Total Value: • Parking • VFR (58%) / Holiday (32%) 7.0/10 • Female (58%) High (22%) • F&B • 4.7 domestic flights per year • Retirees (42%) (78% spenders) • Dropped off/Picked up (44%), Park (10%),Taxi (10%) • Have children but not at home (69%) • Retail Medium • Jetstar (35%) • F&B Medium “We travel frequently to keep in touch • Income $78K-104K (11%) • Parking High • Consider switching to rail: (35%) with our family and friends interstate.” • Residency: Australian (100%) • Melbourne (32%), VIC regional (13%), QLD regional (14%) L E • 25 – 34 years old (45%) MA Total Value: • Parking • Holiday (33%) / VFR (57%) 7.1/10 • Female (52%) High (27%) • Retail • 5.4 domestic flights per year I • Working Full-time (87%) (74% spenders) • Dropped off/Picked up (50%) / Airport connect bus • No children at home (64%) • Retail Medium (10%) S • F&B Medium “Working full time, we don’t have time • Income $78K-104K (21%), $65K-$80K (22%) • Parking Medium • Jetstar (38%) / Virgin (25%) U for extended trips throughout the year, • Residency: Australian (100%) • Consider switching to rail: (36%) R so quick weekend getaways are always • Melbourne (36%), Sydney (16%), (10%) welcome.” E • 18 – 24 years old (60%), 25 – 34 years old (28%) MA Total Value: • Parking • Holiday (36%) / VFR (44%), Education (9%) 7.6/10 • Female (56%) Medium (10%) • 3.4 domestic flights per year • Student (47%), Casual work (18%) (78% spenders) • Dropped off/Picked up (46%), Skybus (11%), Taxi (11%) • No children at home (74%) • Retail Medium • Jetstar (41%) • F&B Low • Income less than $10K (28%), $10K-$15K (11%) • Parking High • Consider switching to rail: (14%) “For my semester break, I always • Residency: Australian (100%) F schedule a getaway with my friends.” • Melbourne (32%), Sydney (10%), Adelaide (10%) O • Citizenship: Other Countries of Asia (23%), UK (14%), USA (9%), India (9%) MA Total Value: • Retail • 1.9 domestic flights per year 7.7/10 R • Age – 18-24 (12%), 25-34 (23%), 35-44 (16%) Medium (13%) • F&B • Purpose – Holiday (46%), VFR (37%) (75% spenders) E • Work situation - Full time - (59%), Retired (18%) • Dropped off / picked up (28%), Skybus (12%) • Have no children : (46%), Have children at home (27%) • Retail Medium • Qantas (37%), Virgin (23%) I • F&B High • Income: Less than USD 10,399 (12%), USD 78,000-$103,999 (10%) • Parking Low • Popular destination – NSW (26%), QLD (15%), VIC G “When I travel to Australia, I want to see • Residency: Foreign (100%); Other countries of Asia (24%), UK (13%), USA (10%) (16%) N it all – from the top end to the cities. • Travel Group: Couple (27%), Friend group (17%) Introducing the International travellers

9 • 45-54 years old (27%) MA Total Value: Medium (10%) (62% spenders) • Parking • Work-Related (100%) 6.2/10 • Male (64%) • Retail Medium • 5.3 international • F&B Low • Working Full-time (83%) flights per year • Parking High • Income $180,000 + (18%), $78,000-$103,999 (14%) • Duty Free Medium • Qantas (26%), (13%) “I relax at the lounge before • Residency: Australian (100%) • Taxi (32%), Parking at MA (8%), Limousine (12%) leaving and don’t spend on retail.” • Melbourne (80%), VIC Regional (18%), Sydney (1%) • Consider switching to rail: (42%) • 25-34 years old (39%) MA Total Value: High (28%) (77% spenders) • Parking • Holiday (55%) 6.7/10 A • Income $78,000-$103,999 (18%), $52,000-$64,999 (13%) • Retail Low • Duty Free • 3.4 international flights per year • Residency: Australian (100%) • F&B Medium • Dropped off / picked up (43%) U “We want our vacation to • Melbourne (79%), VIC Regional (16%), Sydney (1%) • Parking Medium • Consider switching to rail: (23%) S start as soon as we enter the airport.” • Duty Free Medium T • 50+ years old (93%) MA Total Value: Medium (18%) (78% spenders) • Parking • Holiday (68%) 6.8/10 R • Income $78,000-$103,999 (10%), $52,000-$64,999 (8%) • Retail Low • 3.3 international flights per year • Residency: Australian (100%) • F&B Medium • Qantas (19%) Jetstar (11%) A • Parking Medium “My wife and I now have the time and Melbourne (70%), VIC Regional (23%), Regional (3%) • • Duty Free Medium • Dropped off / picked up (41%) L funds to travel to destinations on our • Consider switching to rail: (33%) I bucket list.”. A • 18-24 years old (78%) MA Total Value: Low (5%) (73% spenders) • Retail • Holiday (36%), Education (32%) 7.5/10 • Student (83%) • Retail High • Duty Free • 2.6 international flights per year “I want to see the world, N • Residency: Australian (100%) • F&B Medium • Dropped off / picked up (45%) whether I’m studying or • Melbourne (84%) • Parking Medium taking a break from school!” • Duty Free Medium • Consider switching to rail: (22%) • Have children at home (71%) MA Total Value: Low (9%) (100% spenders) • Duty free • Holiday (49%), VFR (44%) 7.3/10 • 35-44 years old (27%) • Retail High • Parking • 4.3 international flights per year • Travels in families (100%) • F&B High • Retail • Jetstar (14%), Qantas (17%) • Parking High “We like to browse • Income $78,000-$103,999 (13%), $65K-$78K (12%), $180K+ (9%) • Duty Free High • Drive and park at MA (20%) around the shops before • Residency: Australian (100%) • Consider switching to rail: (24%) heading to the gate.” • Melbourne (85%), VIC Regional (11%), Adelaide (3%)

• 18-24 years old (40%), 25-34 years old (58%) MA Total Value: Medium (19%) (66% spenders) • Retail • 1.9 international flights per year 7.4/10 • Student (37%) • Retail High • Air Asia (13%), (10%) • Income less than USD 10,399 (25%), USD 10,400 – 15,599 (10%) • F&B Low • Dropped off / picked up (52%), Skybus (10%) “I am looking for • Parking Low F experiences, food, wine and • Residency: Foreign (100%) • Duty Free Medium souvenirs to take back home” O • Other countries of Asia (41%), New Zealand (16%), China (10%) R • 35-44 years old (43%), 25-34 years old (27%) MA Total Value: Low (8%) (83% spenders) • Retail • 2.3 international flights per year 7.4/10 • Income USD 20,800- 31,199 (14%) • Retail High • Duty Free • Qantas (14%), Singapore Airlines (12%) E • F&B Medium “Melbourne Airport gave me • Residency: Foreign (100%) • Dropped off / picked up (46%), Skybus (18%) I • Citizen: Other countries of Asia (40%), China (15%) • Parking Medium a chance to get some quick shopping • Duty Free High G in before I began my journey.” N • 55-64 years old (56%), 65-74 years old (25%) MA Total Value: Low (4%) (71% spenders) • Retail • 2.2 international flights per year 7.2/10 • Retired (37%) • Retail High • Qantas (15%), (12%) • Income less than USD 104,000-129,999 (8%), USD 78,000 – 103,999 (9%) • F&B Medium • Dropped off / picked up (57%), Taxi (12%) • Parking Low “We don’t indulge much at • Residency: Foreign (100%) • Consider switching to rail: (22%) the airport but enjoy sitting down at a • Duty Free Medium • Other countries of Asia (27%), New Zealand (25%), UK (13%) café to relax before the flight.” 3 Domestic and 2 international segments

11 Make these 5 segments your top priority

DOMESTIC INTERNATIONAL

Size 15% 6% NEW GEN AUSTRALIAN Value 23% 5% HOLIDAY MAKER HOLIDAY MAKER 27% 30% 17% 16% 27% 28% 18% 19% BUSINESS

48% domestic traveller population LEISURE $234m revenue 63% international traveller population 55% of the Melbourne value $356m revenue

Base: Total Domestic (n=4277) Total Domestic Value $426.37m 64% of the Melbourne value 12 Total International (n= 4582) Total International Value $556.11m What is the percentage of non-spenders within each segment?

13 NEW GEN CORPORATE YOUNG FOREIGN ROVING HIP-ENNIALS TOTAL HOLIDAY DOMESTIC BUSINESS FREQUENT RETIREES TRAVELLER FLYER MAKER LEISURE

Size 6% 15% 20% 27% 13% 19% Domestic Value 6% 17% 25% 25% 10% 17% SEGMENT VIABILITY % SPENDERS and VALUE identified the focus segments for Melbourne Airport with #1 being the most viable

RETAIL (% of spenders on Retail) 16% 23% 7% 10% 21% 8% 26%

PARKING (% of spenders on Parking) 7% 7% 13% 10% 6% 3% -

FOOD & BEVERAGE (% of spenders on F&B) 66% 84% 36% 73% 69% 76% 68%

DIGITAL (% engaged with Melbourne Airport 60% 69% 53% 58% 59% 68% 62% digital offerings)

14 AUSTRALIAN NEW GEN AUSTRALIAN FOREIGN PREMIUM INTERNAT’L EXPERIENCED OZ STUDENT TOTAL HOLIDAY HOLIDAY BUSINESS PREMIUM FAMILY STUDENTS FOREIGN VFR MAKER MAKER TRAVELLER TRAVELLER

Size 17% 30% 9% 3% 8% 16% 10% 6% International Value 17% 24% 6% 12% 4% 24% 8% 5%

SEGMENT VIABILITY % SPENDERS and VALUE identified the focus segments for Melbourne Airport with #1 being the most viable

DUTY FREE (% of spenders on Duty Free) 34% 39% 30% 32% 93% 19% 45% 26% 20%

PARKING (% of spenders on Parking) 5% 8% 7% 7% 20% - - - 3%

FOOD & BEVERAGE (% of spenders on F&B) 61% 58% 64% 35% 74% 55% 69% 62% 64%

DIGITAL (% engaged with Melbourne Airport 60% 59% 61% 52% 73% 56% 62% 62% 54% digital offerings)

15 What are the airport touchpoints to improve?

16 Overall domestic satisfaction ratings across journey touchpoints 7 What do these ratings Satisfaction: Satisfaction: mean? 0-6 7-10

GROUND TRANSPORT D OPERATIONS: FORECOURT D Acceptable

Operational processes are rated CHECK IN D high overall

SECURITY D

RETAIL D

FOOD AND BEVERAGE D

GATE LOUNGE D COMMERCIAL: Not Acceptable RECLAIM D Commercial offerings (e.g. Food and Beverage, Retail) and the Gate ARRIVALS CONCOURSE D Lounge experience are drawbacks for domestic segments NOT ACCEPTABLE ACCEPTABLE

Domestic D Travellers Overall

17 Base: Domestic Travellers (n= 4277) Segment satisfaction ratings across domestic journey touchpoints 7 Why did they give Satisfaction: Satisfaction: this rating? 0-6 7-10 C R C N Y F GROUND TRANSPORT F R D G H D

C GROUND TRANSPORT: FORECOURT C R N F Y F R D G D H Unacceptable CHECK IN R C C N F Y “I get confused trying to park my D G R F D H car and end up spending 15 N C C R Y minutes trying to find a park.” SECURITY GF F D R H -Corporate Frequent D C R C N Y Flyer F RETAIL F R D G H D FOOD AND BEVERAGE C R C N F Y F R D G D H C R C N Y GATE LOUNGE F F R D G H D RETAIL : Y C R C N HF Acceptable RECLAIM F R D G D “It’s a very positive, pleasant and ARRIVALS CONCOURSE C R C N F Y stress-free environment. People F R D G D H are friendly and extremely helpful.” HIGH FREQUENCY NOT ACCEPTABLE ACCEPTABLE -Young Holiday SEGMENT Maker

N New Gen C Corporate R Roving C Hip-ennials Y Young F Foreign G Business F Frequent R Retirees D H Holiday D Domestic Traveller Flyer Maker Leisure Traveller 18 Base: Domestic Travellers (n= 4277) Overall international satisfaction ratings across journey touchpoints Satisfaction: Satisfaction: What do these ratings 0-6 7 7-10 GROUND TRANSPORT I mean?

FORECOURT I OPERATIONS: CHECK IN I Acceptable

SECURITY I Operational processes both arriving and departing scored well RETAIL I overall (e.g. check-in, security, I customs) with the exception of DUTY FREE baggage reclaim

FOOD AND BEVERAGE I

GATE LOUNGE I

IMMIGRATION/EMIGRATION I COMMERCIAL, DWELL & DESIGN RECLAIM I Not Acceptable

CUSTOMS I While satisfaction is low, the business segment is influencing the ARRIVALS CONCOURSE I score – they are the least satisfied segment across all touchpoints NOT ACCEPTABLE ACCEPTABLE

International I Travellers Overall

19 Base: International Travellers (n= 4582) Segment satisfaction ratings across international journey touchpoints Satisfaction: Satisfaction: Why did they give 0-6 N 7 O 7-10 A A P X F I GROUND TRANSPORT H S this rating? B H F F T S A A N X P F O I FORECOURT B H H F F T S S O I CHECK IN N F X A A P H T F B H F S S FORECOURT: SECURITY A A N X O P F I B H H F S F T S Unacceptable A A N O P F X I RETAIL B H H S F T F S “Melbourne Airport feels old and A A N X P F O I outdated. I feel like I’m running DUTY FREE B H H F F T S S through a maze.” A -Australian Business Traveller FOOD AND BEVERAGE A N F P O X I B H H T F S F S O I GATE LOUNGE A N A F X P B H H T F F S S A A I P IMMIGRATION/EMIGRATION N F O X B H H T S S F F N RECLAIM A A F X P O I RETAIL : B H H T F F S S Unacceptable A N X A F O I P CUSTOMS B H F H T S S F “Shopping at Melbourne Airport is not an experience. Why are there ARRIVALS CONCOURSE A N A X P F O I B H H F F T S S no mid range local Australian HIGH FREQUENCY NOT ACCEPTABLE ACCEPTABLE brands?” SEGMENT -New Gen Holiday maker

A N A P X Australian New Gen Australian Premium O Oz Student I International F Foreign Experienced H Holiday H Holiday B Business F Families S S Student T Premium F Foreign VFR Maker Maker Traveller Traveller

20 Base: International Travellers (n= 4582) How can we be an airport that Melbourne is proud of?

21 Mapping the journey to delivering on the strategic vision

Rail to support a Highlight world-class A digitally integrated airport; tell 1. airport; Master Plan people who’s quick wins; show accountable hook & own traveller - that the airport is migrate them across upgrading with pace & adaptive commercial touchpoints Responsive infrastructure to handle influx & peak times

A terminal hub for the new wave of bleisure travellers who want to work, play Keep travellers coming & dine back for more 2. by creating a buzz in Melbourne Airport F&B and putting them is a ; Walk-through with in control of their brand bring the city to purpose – experience the airport and put strategically a face to a name positioned offerings to make decision to spend easier 22 ACTION: Lay the digital foundation - maximise your opportunity to connect

1.

BUSINESS PROBLEM

Why? “I feel disconnected from the airport. I book my How can MA • Improve WIFI connectivity throughout terminal Traveller pain parking online but I want to have the rest of the deliver? points airport in the palm of my hand” • Automatically push to WIFI on arrival to airport for a smooth & integrated experience

Game- • Seize opportunity to own your customer at any Changer: stage of the journey (booking flights and pre- booking parking) by introducing a single digital Business Digital, Parking, Retail, F&B platform, including wayfinding ex: interactive Touchpoint: map, highlight distance to next touchpoint services

• The traveller sees the airport as a whole - connect the airports commercial offers.

• Provide tailored information on products & services, special in-airport offers, updates, deals etc

• Maximise the retail and F&B experience with digital; enable online browsing, pre-order and pre-pay options via mobile 23 ACTION: 1. Build with purpose & with pace a. b. c. Business problem Why? “If we don’t move with pace, it “How can we be seen as an airport “Even with the freeway upgrades, the Traveller pain becomes redundant. We are of the future if we don’t have a rail bottle neck still exists whether arriving or points constantly looking like we are playing solution?” departing the airport” catch up”

Game- Changer:

Business Ground Transport, Retail, F&B, Digital Digital, Ground Transport, Parking Digital, Parking Touchpoint: How can MA • Tell the story; Melbournians want • Expectation to arrive from city • Introduce responsive lanes to reduce deliver? to know what changes are going to 30 min or less bottle neck on entry effect them now (communicate • Rail must be cheaper than • Remove traffic lights some quick wins over long term SkyBus • Remove pedestrian crossings planning) • Terminal-specific accessibility • Remove pick up drop off positioning • MA need to show they are always • Direct line (express option) • The introduction of rail to reduce improving and upgrading to meet overall congestion increasing demand • Mitigate traveller stress; connect with • Facilities/amenities to match the digital to provide airport traffic flow changing needs of the traveller updates Target segment Domestic & International Business All All segments, New Gen Holiday Maker, Roving Retiree ACTION: The role of the airport has changed – move from just operational to experiential as well

2.

BUSINESS PROBLEM

Why? “The lounge isn’t what it used to be. I want good How can MA • Give travellers an option to have access to a Traveller pain food & coffee in a premium terminal area where I deliver? meeting/working area as an alternative over points can plug in, work & be social. Price isn’t an issue!” lounge Game- • Deliver on this need with an open-plan Changer: collaboration hub with seating equipped for work or social gatherings with colleagues or Business Retail, F&B clients over Melbourne-quality coffee, drink or Touchpoint: meal

• ‘Dining experiences’ are replacing ‘lounge experiences’ within airports. Bleisure travellers want to sit down and enjoy a quality meal at the airport; create a table- service offering that meets the needs of your savvy travellers

25 ACTION: 2. The role of the airport has changed – move from just operational to experiential as well

a. b. c.

Business problem

Why? “The airport feels tired and lack-luster. The best “The current retail and F&B offering isn’t “Shops are limited and too far. I walk Traveller things about Melbourne only exist as soon as you inspiring and doesn’t motivate me to through the airport with purpose so I don’t pain points leave the airport” purchase - let alone spend time standing in have time to go out of my way to browse” a queue!” Game- Changer:

Business All F&B, Retail, Digital Retail, F&B Touchpoint How can MA • Incorporate Melbourne icons into the airport • Bring Melbourne to the airport; create a • T4 open-plan design is well-received by deliver? design (e.g. laneways, graffiti, Federation buzz-worthy, experiential F&B business travellers Square, MCG, pubs & big screens for sporting environment (e.g. MasterChef pop up, • Strategically position retail and F&B in events) Hawker style, laneway cafés) plain view or directly on the path to their • Bring known Melbourne-based restaurants and • Integrate with digital to tell the retailer’s gate to capitalise on business travellers’ coffee shops into the airport; tell their story “story” minimal dwell time (e.g. Chin Chin, St Ali) • Use digital to enable them to browse, • Cater to their need to save time, eat • Recreate iconic Melbourne districts/what pre-order, pre-pay, incentivise and save healthy, tick off their to-do list or pick up they’re best known for (e.g. CBD, Chapel during pre-travel and while in-airport forgotten items or gifts Street, St Kilda, Carlton, Lygon Street) Target All Hip-ennials, New Gen Holiday Maker, Domestic business segments segment Foreign Premium Traveller What types of services do priority segments want to see (and pay for!)

27 What do your priority segments want to see?

SERVICE INITIATIVE WHY EXPECT TO PAY Early Check-in/bag drop $0 1. “I’d love to have more time to get work done at the terminal or take my time shopping” (86% Domestic, 87% International) Easy Bag Scan Up to $10 2. “I know how to pack and taking out my laptop every time slows me down” (86% Domestic, 90% International) 3. Working/social space “The lounge isn’t what is used to be. I need somewhere I can work while enjoying quality $20 - $50 per hour (74% Domestic, 73% International) food and being social” One Stop Security $0 4. “Security is stressful and slow and feels inconsistent. I want a one stop solution” (71% Domestic, 86% International) $15-20 5. Rooftop Bar/coffee “I want to see the best of the city at the airport, that’s good food, quality coffee, (68% Domestic, 67% International) great bars & a lively ambiance to pass the time” Meals to go/take on flight “Pre-pay pickup, convenient, filling & healthy options when for when I board or arrive $15-20 6. (70% Domestic, 67% International) home after a long day”

“Express grocery store” “I always need last minute items when I get home from a trip, the airport would be the perfect place to pick those up” Travellers want efficiency. “Express mani-pedi or spa” “I would get to the airport early for this. Here are other service ($100) I want the airport to be a one-stop shop” winners to consider: “Blow wave bar” “It would be convenient to get ($60) my hair done pre-business week” 28 What are Melbourne Airport’s priority action-items?

29 WHAT DO WE HAVE TO DO? These are quick wins to implement & long term solutions to consider

#1 Own the customer through digital infrastructure - improve connectivity through terminal, remember user & reward them for using the WIFI Hook your customer at the start of the journey – When booking flights or parking – create pop-up window or follow-up e-mail with information #2 on the Melbourne Airport brand and offering. Ask them questions to provide targeted terminal-specific products, services & specials

Create a space for the Bleisure traveller – create a premium open-concept terminal hub that’s set up to plug in or be social and incorporates #3 quality food options for the new era of bleisure travellers who want it all Put the airport in the palm of the traveller’s hand – create one seamless digital solution for WiFi wayfinding and connect into airport touchpoints #4 such as parking and retail, pre-order & pre-pay options for F&B, push notifications, travel updates and customised terminal information

#5 Give people something to talk about – leverage partnerships; introduce Airport Eats delivery

#6 Make the Master Plan more tangible & credible – tell people what new things they can expect to see within 6 months (even small initiatives!) #7 Put a face to a name - develop ‘brand personality’ & brand pillars to give Melbourne Airport an identity/consistent communication strategy Up the ante in terminal design and F&B – make retail open-concept in all terminals, incorporate graffiti art, laneway ambiance and experiential #8 F&B offering with iconic Melbourne restaurants, bars, chefs, cafés, pop-ups, hawker style and premium table-service Remove bottle neck on entry to airport - introduce responsive lanes, remove traffic lights, reposition pedestrian crossing and pick-up/drop-off #9 locations

Fix the long walk at T4 – consider new positioning, implement travelator, indoor/outdoor shuttle service #10 30 How we went about the research

31 Your objectives, our plan of action

WHO improve the end-to-end WHAT traveller experience HOW

inform strategic modifications to airport design

32 What did we do to get to the answers?

Who? Where? How?

• Australian and foreign respondents who had • Respondents were contacted over email visited Melbourne Airport from June 2017 to May 2018 • 5-20 minute online survey • Online Survey • Sample of 9,817 respondents • 6 focus groups (75 minutes each) with key segments held at South Melbourne • Segment Identification and Profiling, Validating against old segments

• Validated the robustness of viable profiles and identified attitudinal differences, via focus groups

33 Your objectives, our plan of action

1. Developed updated segments including 1. Measured behaviour and experience 1. Identified opportunity segments and shift in size, value (i.e. spend) and across each touch point highlighted key touchpoints that demographics required most investment 2. Identified key influences across the journey 2. Consolidated and prioritised wants, 2. Highlighted new or redundant segments needs and pain-points across all and provide rationale behind the change 3. Highlighted traveller wants and needs segments and discovered the most critical 3. Segmented psychology, purpose of touchpoints impacting their experience 3. Provided strategic recommendations to travel, perception and attitude towards the design/operations team to inform the airport airport design and passenger flow

34 Looking at major segment developments and changes over the years

35 Let’s look at where the tone was, where it is & where we want it to be

2014 2018 2023

Putting the customer at One Airport, one customer the centre of the airport An airport Melbournians vision experience can be proud of

• T2’s Luxury Precinct unveiled (strategic retail mix informed by • Confirmed value and opportunity associated with • Terminal flow and design reflective of Melbourne; think Premium Chinese traveller insights in 2014) Chinese travellers. Back then, Foreign Premium like a brand, communicate identity Travellers were 7% of your traveller population. • Melbourne Airport isn’t just an airport, it’s a brand, and • Deliver an exciting and tailored commercial offering with travellers are expecting more from their experience • Understanding the customer - we discovered that the new brands and products that resonate airport had one customer, with multiple touchpoints • revealed – people want something to get excited Mater Plan • Create a seamless digital traveller experience that’s about now, not just the long term goals • We identified a significant gap in the domestic retail and anchored in the voice of the traveller F&B offering – thus, T4, “the peoples’ terminal, came • Rail is on everyone’s mind; they want fast affordable alternative • Combine infrastructure and experience to deliver on the to fruition. to parking strategic vision 36 Let’s look at how your segments have evolved since 2014

37 2018 vs 2014 – what’s changed?

• Age: 18 – 24 years old (19%), 25-34 • Work-related (100%) • 86% spenders • 18 – 39 years old (53%) • Work-related (55%) • Retail years old (41%), 35-44 years old • 1-2 domestic flights • Female (100%) • 6-10 domestic flights • F&B (23%) per year (45%), • Working Full-time (67%) per year (40%) • Parking • Female (53%) • 3-5 domestic flights • Single (35%) /De Facto (16%) • Qantas (30%) • Digital • Working full-time (71%) per year (34%) • No Children (55%) • Taxi (20%) • No children (70%) • Virgin Airlines (29%), • Income $78K-$104K (19%), • Income $78,000-$103,999 (20%), Jetstar Airways (29%) $65K-$78K (12%), $20,800-$31,199K (14%) • Taxi (32%), Uber (9%), $104K-$130K (12%) A Parking at MA (7%) U “When I arrive at the airport, I S don’t want to spend time in an airline lounge, I want to T explore the retail offering and get some shopping done R whilst I’m travelling for work.” A • 25-34 years old (28%), 45-54 years • Work-related (100%) • 47% spenders • 18 to 49 years old (69%) • Work-related (67%) • Digital L old (24%) • 11+ domestic flights • Male (100%) • 11+ domestic flights • F&B I • Male (70%) per year (37%) • Working Full-time (82%) per year (27%) • Parking • Working Full-time (90%) • Qantas (50%) / Virgin • Married (56%) • Qantas (32%) A • Have children at home (47%) (32%) • Children at home (40%) N • Income $180K+ (12%), • Park (14%) / • Income $180K+ (18%), $130K-$180K (15%), Taxi (30%) $78K-$104K (18%), $78K-$104K (22%) $130K-$180K (17%)

“With my busy schedule, parking at the airport is the most efficient mode of transport. I like to get work done and have a meal in the 38 lounge but it isn’t what it used to be.” 2018 vs 2014 – what’s changed?

• 55 – 64 years old (44%), 65 – 74 • VFR (58%) / Holiday (32%) • 78% spenders • Interstate (NSW, QLD, SA or • Visiting friends/ family • Retail years old (30%) • 3-5 domestic flights per WA) (65%) • F&B • Female (58%) year (40%) • 18-29 years old (30%) • 1-2 domestic flights per • Retirees (42%) • Dropped off/Picked up • $31K-$104K (56%) year (60%) • Have children but not at home (69%) (44%), Park (10%),Taxi • Concession traveller • Get dropped off (31%), • Income $78K-104K (11%) (10%) • Income $78K-$104K (14%), Skybus (27%) • Residency: Australian (100%) • Jetstar (35%) $65K-$78K (12%), • Tiger Air (21%) • Melbourne (32%), VIC regional $52K-$65K (12%) • Destination –WA (16%) “We travel frequently to keep (13%), QLD regional (14%) in touch with our family and A friends interstate.” U S • 25 – 34 years old (45%) • Holiday (33%) / VFR (57%) • 74% spenders • Female (66%) • Holiday (49%) • Digital T • Female (52%) • 3-5 domestic flights per • Reside in (93%) • 3-5 domestic flights per • Parking • Working Full-time (87%) year (31%), 6-10 domestic • 18-29 years old (28%) year (50%) R • No children at home (64%) flights per year (26%) • Income $78K-$104K (19%), • Drive and park (68%) A • Income $78K-104K (21%), $65K- • Dropped off/Picked up $52K-$65K (13%), • Jetstar (38%) $80K (22%) (50%) / Airport connect $65K-$78K (12%) L • Residency: Australian (100%) bus (10%) I “Working full time, we don’t have • Melbourne (36%), Sydney (16%), • Jetstar (38%) / Virgin time for extended trips throughout Brisbane (10%) Australia (25%) A the year, so quick weekend N getaways are always welcome.” • 18 – 24 years old (60%), 25 – 34 • Holiday (36%) / VFR (44%), • 78% spenders • 18 – 39 years old (33%) • Holiday (100%) • Retail years old (28%) Education (9%) • Single (37%) • 1-2 domestic flights per • Female (56%) • 1-2 domestic flights per • Income $78K-$104K (16%), year (100%) • Student (47%), Casual work (18%) year (55%), 3-5 domestic $52K-$65K (11%) • Skybus (25%), Taxi (18%) • No children at home (74%) flights per year (31%) • Income less than $10K (28%), $10K- • Dropped off/Picked up $15K (11%) (46%), Skybus (11%), Taxi (11%) • Jetstar (41%) “For my semester break, I always schedule a getaway with 39 my friends.” New segment in 2018

• Citizenship: Other Countries of Asia (23%), UK (14%), USA (9%), India • 1-2 domestic flights per year (85%) • 74% spenders (9%) • Purpose – Holiday (46%), VFR (37%) • Age – 18-24 (12%), 25-34 (23%), 35-44 (16%) • Dropped off / picked up (28%), Skybus (12%) • Work situation - Full time - (59%), Retired (18%) • Qantas (37%), Virgin (23%) F • Have no children : (46%), Have children at home (27%) • Popular destination – NSW (26%), QLD (15%), VIC • Income: Less than USD 10,399 (12%), USD 78,000-$103,999 (10%) (16%) O • Residency: Foreign (100%); Other countries of Asia (24%), UK (13%), USA • Travel Group: Couple (27%), Friend group (17%) R (10%) E

I “When I travel to Australia, I want to see it all – from the G top end to the cities. N

A S I A

40 2018 vs 2014

• 50+ years old (93%) • Holiday (68%) High • 50+ years old (85%) • Holiday (76%) High $84 • Income $78,000-$103,999 (10%), • 1-2 international flights per $155 • Australian Resident (98%) • 1-2 international flights per $52,000-$64,999 (8%) year (44%),3-5 international (78% spenders) • Income $78K-$104K (19%), $65K- year • Residency: Australian (100%) flights per year (42%) $78K (13%), $52K-$65K (13%) • Jetstar (13%) • Qantas (19%) Jetstar (11%) • Drive and park at MA (38%) “My wife and I now have the time • Dropped off / picked up and funds to travel to (41%) destinations on our bucket list.”. A • Female [49%] • Holiday (55%) Medium • Single (52%) • Holiday (70%) Medium $68 • 25-34 years old (39%) • 1-2 international flights per $132 • No Children (80%) • 1-2 international flights per U • Income $78,000-$103,999 (18%), year (56%),3-5 international (77% spenders) • 18-29 years old (55%) year S $52,000-$64,999 (13%) flights per year (30%) • Australian Resident (99%) • Get dropped off (32%) T • Residency: Australian (100%) • Dropped off / picked up • Melbourne (79%), VIC Regional (43%) R “We want our vacation to start (16%), Sydney (1%) A as soon as we enter the airport.” L • Male (64%) • Work-Related (100%) High • Male (78%) • Work-Related (65%) Medium $65 I • 45-54 years old (27%) • 6-10 international flights per $143 • Married (60%) • 3-10 international flights per • Working Full-time (83%) year (17%),11-19 (62% • Middle-aged year A • Income $180,000 + (18%), $78,000- international flights per year spenders) • Working Full-time (82%) • Qantas (23%), Singapore N $103,999 (14%) (11%) • Manager (37%) Airlines (11%) • Residency: Australian (100%) • Qantas (26%), Singapore • Income $180K+ (23%), $78K- • Taxi (20%) • Melbourne (80%), VIC Regional Airlines (13%) $104K (17%), $130K-$180K (16%) “I relax at the lounge before (18%), Sydney (1%) • Taxi (32%), Parking at MA leaving and don’t spend on retail.” (8%), Limousine (12%) • Have children at home (71%) • Holiday (49%), VFR (44%) High • Have children at home (100%) • Holiday (100%) High $76 • 35-44 years old (27%) • 3-5 international flights per $233 • Middle-aged • 1-2 international flights per • Travels in families (100%) year (40%) (100% • Travels in groups (100%) year • Income $78,000-$103,999 (13%), • Jetstar (14%), Qantas (12%) spenders) • Reside in Victoria (71%) • Jetstar (16%), $65K-$78K (12%), $180K+ (9%) • Drive and park at MA (20%) • Income $78K-$104K (20%), (13%) • Residency: Australian (100%) $130K-$180K (16%), • Drive and park at MA (54%) “We like to browse around the • Melbourne (87%), VIC Regional $104K-$130K (14%) 41 shops before heading to the gate.” (12%) 2018 vs 2014

• 18-24 years old (40%), 25-34 years • 1-2 international flights Low • 18-39 years old (62%) • 1-2 international flights Low old (58%) per year (84%) $70 • Single (48%) per year $22 • Student (37%) • Air Asia (13%), Emirates (66% spenders) • Income less than $10.4K (14%), • Emirates (16%), AirAsia • Income less than USD 10,399 (10%) ASIAN $52K-$65K (10%), X (10%) (25%), USD 10,400 – 15,599 (10%) • Dropped off / picked up VALUE-SEEKING $78K-$104K (10%) • Skybus (25%) • Residency: Foreign (100%) (52%), Skybus (10%) TRAVELLER • Reside mostly in countries of Asia (45%) “I am looking for experiences, • Other countries of Asia (41%), New F food, wine and any souvenirs to Zealand (16%), China (10%) take back home for family and O friends”. R E • 35-44 years old (43%), 25-34 years • 1-2 international flights Medium • 18-39 years old (53%) • 1-2 international High I old (27%) per year (80%) $95 • 40+ years old (47%) flights per year $145 • Income USD 20,800- 31,199 (14%) • Qantas (14%), Singapore (83% spenders) • Managers (34%) or professionals (40%) • Emirates (15%), G • Residency: Foreign (100%) Airlines (12%) • Income $31.2K-$41.6K (11%), Qantas (13%), N • Other countries of Asia (40%), China • Dropped off / picked up $78K-$104K (10%), $180K+ (10%) Air New Zealand (14%) (15%) (46%), Taxi (18%) • Reside mostly in countries of Asia (50%) • Skybus (22%), taxi (22%) A “Melbourne Airport gave me a S chance to get some quick shopping in before I began my I journey.” A • 55-64 years old (56%), 65-74 years • 1-2 international flights Low • 60+ years old (73%) • Visiting friends and Medium $44 old (25%) per year (74%) $89 • Travels Alone (91%) family (76%) • Retired (37%) • Qantas (15%), Air New (71% spenders) • Retired (52%) • 1-2 international • Income less than USD 104,000- Zealand (12%) • Reside in New Zealand, UK and USA flights per year 129,999 (8%), USD 78,000 – 103,999 • Dropped off / picked up (91%) • Air New Zealand (9%) (57%), Taxi (12%) (28%), Emirates (18%) • Residency: Foreign (100%) • Dropped off / picked • Other countries of Asia (27%), New up (47%), local bus Zealand (25%), UK (13%) (11%) “We don’t indulge much at the airport but enjoy sitting down at a café to relax before the flight.” 42 New segment in 2018

• 18-24 years old (78%) • Holiday (36%), Education (32%) • Student (83%) • 1-2 international flights per year (69%) Medium • Resident: Australia (100%) • Dropped off / picked up (45%), Taxi (21%) $135 • Melbourne (84%) (73% spenders)

A U S “I want to see the world, whether I’m studying or taking a T break from school!” R A L I A N

43 Let’s meet your 2018 domestic travellers!

44 “With my busy schedule, parking at the airport is the most efficient mode of transport. I think Melbourne Airport has doesn’t have a sense of Melbourne and feels outdated, even the lounge $59 47% 9.7 isn’t what it used to be. I feel MA doesn’t understand the 15% VISITS PER SIZE business travellers needs” YEAR

GENDER Male (70%) Female [24%] 28% 22% 24% 19%

AGE GROUP RETAIL 25-34 35-44 45-54 55-64 - $2 + Melbourne and VIC Regional (63%), Sydney (12%), RESIDENCY Canberra (8%) F&B Have children at home (47%) FAMILY STRUCTURE Have no children (35%) - $3 + Have children but none living at home (19%)

$78,000-$103,999 [22%] PARKING ANNUAL INCOME ($AUD) $130,000-$179,999 [15%] 6.6 - $54 + EMPLOYMENT STATUS Full time work (90%), Part time work [5%]

MEDIA HABITS Facebook [78%], LinkedIn [53%] LOW MEDIUM HIGH Benchmark Segment Rank Touchpoint Experience Rating Rating PURPOSE OF VISIT Work-related (100%) 1st Ground 6.7 5.9 Transport TRAVEL GROUP Single (82%), Friend group (8%) 2nd Arrivals 6.9 5.6 CARRIER Qantas [50%], Virgin Airlines (32%) Concourse AIRLINE LOUNGE MEMBER YES (54%) – Qantas Club (74%) rd 23% 3 Airport 6.7 5.8 Forecourt FINAL DESTINATION NSW (32%), ACT (17%) of Domestic Airport Value 4th Gate TRANSPORT MODE Taxi [30%], Get dropped off/picked up (20%) 6.4 5.9 Lounge POTENTIAL MODE Rail [44%], Uber [29%] th 5 Check In 7.6 7.3 MA DIGITAL INTERACTION Engaged (53%): Website - mobile [39%], Website - computer [29%] 45 Corporate Frequent Flyer accounts for 9.7 15% VISITS PER SIZE YEAR 23% Of TOTAL Melbourne Airport Domestic Value .

Retail F&B Parking GT Aviation

Corporate Frequent Flyer 3% 6% 27% 16% 30%

per Passenger $0.11 $1 $7.21 $1.57 $7.50 (per flight) 46 Base: Domestic (n=4277) Corporate Frequent Flyer (n=962) Corporate Frequent Flyer (15%)

47 ““When I arrive at the airport, I don’t want to $62 86% spend time in an airline lounge, I want to explore the airport and tick of my check list and get life things 4 6% VISITS PER done. I work when I have to but like to mix work SIZE YEAR and play

GENDER Female (53%) | Male (47%) 41% 23% 19% 11% AGE GROUP RETAIL

18-24 25-34 35-44 45-54 - $2 + Melbourne and VIC Regional (50%), Perth (15%), RESIDENCY Brisbane (12%) F&B Have no children (70%) FAMILY STRUCTURE Have children at home (25%) - $4 + Have children but none living at home (6%)

$78,000-$103,999 [20%] PARKING ANNUAL INCOME ($AUD) 7.4 $20,800-$31,199 [14%] - $56 + EMPLOYMENT STATUS Full time work (71%), Student (16%), Part time work (6%)

MEDIA HABITS Facebook [87%], Instagram [62%] LOW MEDIUM HIGH Benchmark Segment Rank Touchpoint Experience Rating Rating PURPOSE OF VISIT Work-related (100%) 1st Ground 6.7 6.8 Transport TRAVEL GROUP Single (65%), Friend group (21%) 2nd Arrivals 6.9 7.3 CARRIER Qantas [29%], Virgin Airlines [29%] Concourse

rd AIRLINE LOUNGE MEMBER YES (9%) – Virgin Australia (62%), Qantas (42%) 5% 3 Airport 6.7 6.9 Forecourt FINAL DESTINATION QLD (36%), NSW (25%) of Domestic Airport Value 4th Gate TRANSPORT MODE Taxi (32%), Get dropped off/picked up (29%), Uber (9%) 6.4 6.5 Lounge POTENTIAL MODE Get dropped off/picked up (41%), Uber (34%), Taxi (30%), Rail (29%) 5th Check In 7.6 7.8 48 MA DIGITAL INTERACTION Engaged (69%): Website - mobile (57%), Website - computer (22%) New Gen Business Traveller accounts for 4 6% VISITS PER SIZE YEAR 5% Of TOTAL Melbourne Airport Domestic Value .

Retail F&B Parking GT Aviation

New Gen Business Traveller 5% 7% 5% 5% 5%

perPassenger $0.53 $3.7 $3.82 $1.46 $7.50 (per flight) 49 Base: Domestic (n=4277) New Gen Business Traveller (n=163) CORPORATE FREQUENT FLYER (15%) & NEW GEN BUSINESS TRAVELLER (6%) What are the pain points & where can Melbourne Airport make impact? High value touchpoint 1./2. 3./1. 2./3. Lounge / Ground Pre-Travel Check in / Security Digital Retail F&B Departure Transport Lounge Behaviour CFF: Visit website for CFF: Park [14%], Taxi CFF: Both visit website on CFF: News/Books [64%] CFF: Cafes [53%], CFF: Lounge info on parking [48%] [30%] Check in - Satisfied: 73% mobile [45%], mostly for and Accessories [25%] Burgers [30%] members [55%], Product: LTCP, ATCP - Security - Satisfied: 61% parking info [46%] spend most time in NBGT: Visit website $54 NGBT: News/Books NGBT: Cafes [61%] lounge for info on NGBT: [70%] and Female parking[45%] and NGBT: Taxi/uber [32%], Check in - Satisfied: 61% Fashion [23%] NGBT: Lounge navigation around Park(7%] Security - Satisfied: 67% members [9%], do terminal [33%] Product: ATCP, LTCP - not spend time in $56 lounge Pain point/ • Traffic/flow at the • Cost • Held up by non-frequent • Lack of information • Store hours limited • Limited healthy • Too busy Frustration airport causes • Limited availability of travellers on MA offering to pre • Limited choice offerings stress parks when in a rush plan journey • Shops are • Nowhere to have fragmented and not a meal while close enough to gate getting work done

What’s the • Rail • ‘Easy in/out, better • Help others who don’t • Provide visual list • Centralised flow and • Grab n’ go airline- • Collaborative/so solution? • Better flow at signage and flow travel to speed this up for and map of visibility, like ready box cial hub: airport • Segregated experienced travellers shops/offerings shopping centre/T4 • Healthy options business area to • Separate transport (e.g. cabs, • Reward regular business • Promos when pre- • Pop-up options meet work and pedestrian /driver busses, cars) travellers with priority booking parking around key-dates social needs lanes with hourly rate

50 New Gen Business Traveller (6%)

51 “My husband and I like to arrive at the airport early and spend $79 78% 4.7 time walking around the terminal before our flight. We like to enjoy 20% VISITS PER a coffee and a good sandwich before our flights. We travel SIZE YEAR frequently to keep in touch with our family and friends interstate”

GENDER Female (58%) | Male (38%)44% 30% 22% 1% 4% AGE GROUP RETAIL

35-44 45-54 55-64 65-74 75+ - $3 + RESIDENCY Melbourne and VIC Regional (45%), QLD Regional (14%)

Have children but none living at home (69%) F&B FAMILY STRUCTURE Have children at home (19%) $4 Have no children (11%) - + $78,000-$103,999 (11%) ANNUAL INCOME ($AUD) $52,000-$64,999 (10%) PARKING 7.0 EMPLOYMENT STATUS Retired (42%), Full time (29%), Part time (18%) - $72 + MEDIA HABITS Facebook (75%), YouTube (43%), Google+ (32%) LOW MEDIUM HIGH Benchmark Segment Rank Touchpoint Experience Rating PURPOSE OF VISIT Visiting friends/relatives (58%), Holiday (33%) Rating 1st Ground TRAVEL GROUP Single (43%), Couple (33%) 6.7 6.4 Transport CARRIER Jetstar Airways (68%), Tiger Air (18%) 2nd Arrivals AIRLINE LOUNGE 6.9 6.5 YES (13%) – Qantas Club (76%) Concourse MEMBER rd 22% 3 Airport 6.7 6.6 FINAL DESTINATION QLD (28%), TAS (18%), NSW (15%) Forecourt TRANSPORT MODE Get dropped off/picked up (44%), Taxi (10%), Parking (10%) of Domestic Airport Value 4th Gate 6.4 6.1 Lounge POTENTIAL MODE Rail (35%), Get dropped off/picked up (34%) MA DIGITAL INTERACTION Engaged (58%): Website - mobile (45%), website - computer (18%) 5th Check In 7.6 7.2 52 Roving Retiree 4.7 accounts for 20% VISITS PER SIZE YEAR 22% Of TOTAL Melbourne Airport Domestic Value .

Retail F&B Parking GT Aviation

Roving Retiree 10% 20% 35% 14% 19%

perPassenger $0.31 $2.9 $6.89 $1.08 $7.50 (per flight) 53

Base: Domestic (n=4277) Roving Retirees (n=1267) ROVING RETIREE (20%) What are the pain points & where can Melbourne Airport make impact?

High value touchpoint 3. 2. 1.

Pre-Travel Ground Transport Check in /Security Digital Retail F&B

Behaviour Prices – check Webjet LTCP is preferred Check in – 58% engaged 48% satisfaction 53% satisfaction first then the airline (convenient) - $70 spend 71% satisfaction website Buy newspaper, Buy coffee, simple meals 59% satisfaction Security – magazines, makeup, and small snacks Book parking, Explore Stressed 68% satisfaction books, clothes (e.g. tourism websites to Blue Illusion) inform what to do

Pain point/ • Length of travel to the • Takes too long to get • Difficult for elderly • No information • Too expensive • Nowhere nice to sit and Frustration airport from LTCP using the • Special assistance (e.g. available on social enjoy simple sandwich shuttle titanium knees/hips, media channels (in and coffee close to the pacemakers) particular, security gate rules)

What’s the • Provide traffic • Provide parking concierge • Check in at carpark • Ability to check traffic • Feature retailer • Open area near gate solution? information and for individualised service • Early check in (i.e. show delays on deals and discounts with views of tarmac updates to and from vehicle in website) at the pre-travel offering simple take- LTCP • Pre-book/reserve stage away café options (e.g. • Rail – would like option to particular car spots at toasted sandwich) with check-in/drop luggage at MA Melbourne coffee the platform

54 Roving Retiree (20%)

55 “Working full time, we don’t have time for extended trips throughout the year, so quick weekend getaways are 5.4 $62 74% 27% VISITS PER always welcome. Add on a good meal with some retail SIZE YEAR therapy, and we’re ready to go!”

GENDER Female (52%) | Male (45%) 45% 32% 17% RETAIL AGE GROUP 5% 1% - $4 + 18-24 25-34 35-44 45-54 55-64 Australia (100%) RESIDENCY Melbourne (36%), Sydney (16%), Brisbane (10%) F&B

Have no children (66%) - $4 + FAMILY STRUCTURE Have children at home (33%)

$78,000-$103,999 (21%) PARKING ANNUAL INCOME ($AUD) $65,000-$77,999 (21%) 7.1 - $54 + EMPLOYMENT STATUS Full time work (87%), Part time work (10%)

MEDIA HABITS Facebook (87%), Instagram (63%), YouTube (52%) LOW MEDIUM HIGH

Benchmark Segment Rank Touchpoint Experience Rating Rating PURPOSE OF VISIT Visiting friends/relatives (57%), Holiday (33%) 1st Ground 6.7 6.7 Transport TRAVEL GROUP Single (46%), Family – parents & children (20%) 2nd Arrivals 6.9 6.9 CARRIER Jetstar Airways (35%), Virgin Airlines (25%), Qantas (21%) Concourse AIRLINE LOUNGE MEMBER YES (17%) – The Qantas Club [59%] 27% 3rd Airport 6.7 6.7 Forecourt FINAL DESTINATION NSW (31%), QLD (22%) of Domestic Airport Value 4th Gate TRANSPORT MODE Dropped off (50%), Airport Connect Bus (10%) 6.4 6.2 Lounge POTENTIAL MODE Rail (36%), Uber (36%), Dropped off (31%) 5th Check In 56 7.6 7.5 MA DIGITAL INTERACTION Engaged (59%): Website – mobile (46%), Website – computer (17%) Hip-ennials 5.4 accounts for 27% VISITS PER SIZE YEAR 27% Of TOTAL Melbourne Airport Domestic Value .

Retail F&B Parking GT Aviation

Hip-ennials 36% 27% 24% 17% 30%

perPassenger $0.83 $2.9 $3.53 $0.98 $7.50 (per flight) 57 Base: Domestic (n=4277) Hip-ennials (n=932) HIP-ENNIALS (27%) What are the pain points & where can Melbourne Airport make impact? High value touchpoint 2. 1. 3.

Pre-Travel Ground Transport Check in / Security Digital Retail F&B

Behaviour Search airline website LTCP is preferred (efficient) - Check in – 59% engaged 59% satisfaction 61% satisfaction $53 spend 79% satisfaction 50% use MA website for parking 61% satisfaction Security – 68% satisfaction

Pain point/ • MA website is not LTCP • Check in not open • Nothing new and • Boring-impulse to kill time • Lack of variety Frustration useful with not • Congested when arriving early to exciting on site • Poor customer service • Cost (expensive) enough information • Poor signage skip traffic • No information of MA F&B • Expensive offering outside of the airport

What’s the • Centralised • Better signage at LTCP • Incentive to check in • Centralised digital • Pop ups shops, • Pre-pay service (Dimmi) solution? information hub, • Find my car app early – deals and hub for looking up in- experiential, exciting like • Take away box on plane customer-centric discounts terminal offering, Melbourne city • Interactive directory to pre-view of all • Concierge check-in pre-ordering and • Melbourne designers inform location of key offerings to plan pre-paying • Better/exclusive gifting offerings purchases options • Street food offering (e.g. • Calendar updates to MasterChef pop up) inform what’s on, experiential and unique like promotions / deals Melbourne laneways and to help plan journey

58 Hip-ennials (27%)

59 “For my semester break, I always schedule a 3.4 getaway with my friends. Queensland is our $101 78% 13% VISITS PER SIZE hotspot to escape the winter blues of Melbourne.” YEAR

GENDER Female (56%) | Male (42%) 60% 28% RETAIL AGE GROUP 9% 3% - $4 + 18-24 25-34 35-44 45-54 Australia (100%) RESIDENCY Melbourne (32%), Sydney (10%), Adelaide (10%) F&B Have no children (79%) $4 FAMILY STRUCTURE Have children at home (19%) - + Have children but none living at home (2%) Less than $10,399 (33%) PARKING ANNUAL INCOME ($AUD) 7.6 $15,600-$20,799 (12%) - $93 + EMPLOYMENT STATUS Student (47%), Casual Work (18%), Part time work (15%),

MEDIA HABITS Facebook [87%], Instagram [69%] LOW MEDIUM HIGH Benchmark Segment Rank Touchpoint Experience Rating Rating PURPOSE OF VISIT Visiting friends/relatives (44%), Holiday (36%) 1st Ground 6.7 7.0 Transport TRAVEL GROUP Single [38%], Family – Parents and children [26%], Couple [17%] 2nd Arrivals 6.9 7.8 CARRIER Jetstar Airways (33%), Qantas (22%] Concourse AIRLINE LOUNGE MEMBER NO (96%) 10% 3rd Airport 6.7 7.5 Forecourt FINAL DESTINATION QLD (30%), NSW (23%) of Domestic Airport Value 4th Gate TRANSPORT MODE Dropped off/picked up [46%], Airport Connect Bus [11%], Taxi [11%] 6.4 6.9 Lounge POTENTIAL MODE Uber [45%], Get dropped off/picked up [34%] 5th Check In 7.6 8.2 60 MA DIGITAL INTERACTION Engaged (69%): Website - mobile [60%], Website - computer [27%] Young Holiday Maker 3.4 accounts for 13% VISITS PER SIZE YEAR 10% Of TOTAL Melbourne Airport Domestic Value .

Retail F&B Parking GT Aviation

Young Holiday Maker 6% 15% 9% 9% 9%

perPassenger $0.29 $3.2 $2.56 $1.01 $7.50 (per flight) 61 Base: Domestic (n=4277) Young Holiday Maker (n=242) YOUNG HOLIDAY MAKER (13%)

What are the pain points & where can Melbourne Airport make impact?

High value touchpoint 3. 2. 1.

Pre-Travel Ground Transport Check in / Security Digital Retail F&B

Behaviour Book flights [90%] and Dropped off/picked up [46%] Check in – 69% engaged 8% spenders 76% spenders hotels [40%] in advance Airport Connect Bus [11%] 86% satisfaction On mobile [60%] 71% satisfaction 79% satisfaction

Security – News/Books [45%] Burgers [47%] 65% satisfaction 83% satisfaction Beauty/Cosmetics [31%] Cafes [42%]

Pain point/ • Access to car routes • Parking at MA is • Issues with ticketing • Website doesn’t have • Boring offer compared to • Lack of real choice Frustration in and around the expensive. and exceptionally long updated and useful other airports. • Terrible atmosphere in airport • Inadequate public lines at baggage drop information. • Its like a maze, easy to get domestic transport off resulting in delays lost. • Extremely overpriced and • Very long waiting times to poor quality get out.

What’s the • Provide live maps • Rail • Early online check in • Updated content of • More stores that feature • Healthier food options solution? and information • Separate pick-up/drop-off and baggage drop off Melbourne Airport Melbourne designers • Popular street food/casual regarding how to get stations for different at the airport retail stores, • Exclusive discounts at the vendors e.g. burger joints, to Melbourne Airport transport modes (e.g. offers/promotions pre-travel stage to prompt etc. and travel times bus, cars, cabs) and F&B offering purchase at the airport • Centralised food hub with • Better signage to assist complete with maps charging stations for all traffic flow management and opening times devices

62 “When I travel to Australia I want to embrace the culture from all angles, everything from the city to the beaches. It’s great to $41 75% 1.9 splurge a little on quality retail offerings while enjoying an 19% VISITS PER SIZE amazing meal with some wine as I wait for my flight to NSW” YEAR

GENDER Male (51%) | Female (49%)

23% 21% 12% 15% 15% 13% AGE GROUP RETAIL 18-24 25-34 35-44 45-54 55-64 65-74 - $5 +

RESIDENCY Other countries of Asia (24%), UK (14%), USA (10%) F&B Have no children (47%) FAMILY STRUCTURE Have children but none living at home (27%) - $6 + Have children at home (26%)

Less than USD10,399 (13%) ANNUAL INCOME (USD) PARKING USD64,999-77,999 (11%) - $30 + EMPLOYMENT STATUS Full time work (59%), Retired (19%) 7.7 MEDIA HABITS Facebook (77%), YouTube (56%), Instagram (48%) LOW MEDIUM HIGH

Benchmark Segment Rank Touchpoint Experience Rating Rating PURPOSE OF VISIT Holiday (46%), Visiting friends/relatives (37%) 1st Ground 6.7 7.4 TRAVEL GROUP Single [31%], Couple (27%), Friend group (17%) Transport 2nd Arrivals CARRIER Qantas [37%], Jetstar Airways (21%) 6.9 7.4 Concourse AIRLINE LOUNGE MEMBER NO (86%) 13% 3rd Airport 6.7 7.3 FINAL DESTINATION NSW (25%), QLD (16%), VIC (14%) Forecourt of Domestic Airport Value TRANSPORT MODE Dropped off (28%), Airport Connect Bus (12%), Uber (11%) 4th Gate 6.4 7.1 Lounge POTENTIAL MODE Uber (29%), Rail (23%), Airport Connect Bus (22%) 63 5th Check In 7.6 7.8 MA DIGITAL INTERACTION Engaged (63%): Website – mobile (48%), Website – computer (23%) Foreign Domestic Leisure Traveller accounts for 1.9 19% VISITS PER SIZE YEAR 13% Of TOTAL Melbourne Airport Domestic Value .

Retail F&B GT Aviation

Foreign Domestic Leisure Traveller 41% 25% 39% 7%

perPassenger $1.37 $3.8 $3.14 $7.50 (per flight) 64 Base: Domestic (n=4277) Foreign Domestic Leisure Traveller (n=711) : FOREIGN DOMESTIC LEISURE TRAVELLER (19%)

What are the pain points & where can Melbourne Airport make impact?

High value touchpoint 3. 1. 2.

Pre-Travel Ground Transport Check in / Security Digital Retail F&B

Behaviour Book flights [90%] and Dropped off (28%), Airport Check in – 63% engaged 26% spenders 68% spenders hotels [52%] in advance Connect Bus (12%) 79% satisfaction On mobile [48%] 63% satisfaction 68% satisfaction

72% satisfaction Security – Gifting [56%] Burgers [35%] 78% satisfaction Accessories [26%] Cafes [47%]

Pain point/ • Information about • Pick up and drop off zone • No customer service • MA website needs • Uninspiring and expensive • Extremely poor selection Frustration airport rules for is pathetic compared to • Very congested & more information on collection. and service check in. other international unwelcoming places to visit • Overcrowded and not a lot of • Expensive and food quality airports and are in need choice. was horrible of serious improvement.

What’s the • Information • Better signage to • Early online check in • Centralised digital • Local designer collection • Local café/brunch places solution? distributed upon accommodate easy in/out with deals and hub for looking up in- • Melbourne pop-ups and • Less ‘food court/take out’ flight booking flow of traffic at the discounts terminal offering, boutique stores offering and more regarding what is airport • Kiosks to check in pre-ordering and healthier, dietary allowed on carry on • Information on the individually at the pre-paying requirement friendly and what should be website about different airport • What’s new section to options e.g. smoothies, placed in the access points at the inform updated retail juice bar, vegan desserts checked baggage airport using ground offering and transport upcoming events at • Separate drop off/pick up Melbourne Airport stations for different modes of transport

65 “I usually park at the airport and head to the arrival gates to greet my loved ones at the airport. It’s an emotional time 59% and I don’t want to rush, so I usually like to ”sit down with 5.6 them and have a nice conversation over a coffee’” 7.9% VISITS PER SIZE YEAR

GENDER Male (50%) | Female (47%) 28% 16% 15% 22% 5% 13% RETAIL AGE GROUP 18-24 25-34 35-44 45-54 55-64 65-74 - 8% +

RESIDENCY Melbourne [75%], Regional VIC [24%] F&B Have children at home (40%) 39% Have children but none living at home (31%) - + FAMILY STRUCTURE Have no children (29%) PARKING $78,000-$103,999 (15%) ANNUAL INCOME (USD) 49% $65,000-$77,999 [11%] - +

EMPLOYMENT STATUS Full time work (54%), Retired (16%) 6.7 LOW MEDIUM HIGH MEDIA HABITS Facebook (77%), YouTube (43%), Instagram (39%)

Benchmark Segment Rank Touchpoint Experience Rating Rating PURPOSE OF TRAVEL Picked someone up [55%], Dropped someone off [45%] 1st Ground 6.7 6.8 ENTERED TERMINAL YES [65%], NO [35%] Transport 2nd Arrivals TRAVEL GROUP Family – Parents and children [31%], Single [27%] 6.9 6.9 Concourse TRANSPORT MODE Park at MA [52%], Free 10 min parking [19%] 3rd Airport 6.7 7.8 POTENTIAL MODE Rail [37%], Uber [23%], Airport Connect Bus [20%] Forecourt MA DIGITAL INTERACTION Engaged (77%): Website – mobile (50%), Website – computer (49%) 66 Let’s meet your 2018 international travellers!

67 “As a manager, I take quite a few business trips each year. I relax at the lounge before leaving and I know I $143 62% can get cheaper prices overseas for retail items”

5.3 9% VISITS PER SIZE YEAR GENDER Male (64%) | Female (33%)

26% 27% 21% 19% AGE GROUP 5% 2% RETAIL 18-24 25-34 35-44 45-54 55-64 65-74 Australia (100%) - $16 + RESIDENCY Melbourne (80%), Vic Regional (18%)

Have children at home (47%) DUTY FREE FAMILY STRUCTURE Have no children (39%) - $34 + Have children but none living at home (14%) $180,000+ (18%) ANNUAL INCOME ($AUD) $78,000-$103,999 (14%) F&B

EMPLOYMENT STATUS Full time work (83%), Part time (9%) - $5 +

MEDIA HABITS Facebook (69%), LinkedIn (53%) 6.2 PARKING

- $89 +

Benchmark PURPOSE OF VISIT Work-related (100%) LOW MEDIUM HIGH Segment Rank Touchpoint Experience Rating Rating TRAVEL GROUP Single (76%), Couple (9%)

1st Arrivals CARRIER Qantas (26%), Singapore Airlines (13%) 6.4 5.4 Concourse AIRLINE LOUNGE Yes (48%) – Qantas Club (70%) 2nd Ground MEMBER 6.3 5.5 10% Transport FINAL DESTINATION New Zealand (13%), China (10%) 3rd Security 7.1 6.1 of TRANSPORT MODE Taxi (32%), Dropped off (22%), Park(8%) 4th Check in 7.3 7.2 International Airport Value POTENTIAL MODE Rail (42%), Uber (35%), Park (22%) th 68 5 Customs 7.1 6.4 MA DIGITAL INTERACTION Engaged (52%): Website - computer (33%), Website - mobile (31%), Australian Business Traveller accounts for

5.3 9% VISITS PER SIZE YEAR 10% Of TOTAL Melbourne International Airport Value .

Retail F&B Parking GT Duty Free Aviation

Australian Business Traveller 3% 4% 14% 12% 5% 15%

per $20.80 Passenger $1.6 $1.7 $6.6 $2 $10.6 (per flight) 69 Base: Total International (n= 4582) Australian Business Traveller (n= 322) AUSTRALIAN BUSINESS TRAVELLER (9%) What are the pain points & where can Melbourne Airport make impact?

High value touchpoint 1. 3. 2. Lounge / Ground Check in / Pre-Travel Digital Retail F&B Duty Free Departure Transport Security Lounge Behaviour 20% book parking in Not satisfied with Check in – Lowest using MA 34% books • Cafes (52%) 3rd lowest duty Highest lounge advance ground transport / 72% satisfied site on mobile – 32% gifting • Burgers (27%) free shoppers usage – 48% parking at MA – 39% – 32% 44% Security – 1-2 hours spent 49% satisfied Highest MA site in the lounge on desktop – 35% (60%) Pain point/ • Congestion • Pick up / drop • Impersonal • Not enough • Limited open • Not embracing the • No tech • Starting to get Frustration off congestion seating info about hours Melbourne culture choices crowded induces stress • Frustrating flight • Feels like a food court and a bad mood waiting times • No healthy options

What’s the • Alerts with drop off • Expand drop off • More spacious • Deliveroo in • Make retail • Sports bar that doesn’t • Gadgets on • Separate area solution? congestion area • Atrium – natural terminal on the way to feel like the airport display for working • Different light the gate, not • Pop ups of popular • Competitive parking rates at far away Melbourne restaurants pricing peak and quiet • Make your own box – times food, mag and book

70 Australian Business Traveller (9%)

71 “My girlfriends and I work hard all year and need a vacation to unwind. We want our vacation to start as $132 77% soon as we enter the airport. We like browsing retail stores at duty free and have some food before our flight” 3.4 30% VISITS PER SIZE YEAR GENDER Male (51%) | Female (49%)

39% 30% 28% AGE GROUP 4% RETAIL

18-24 25-34 35-44 45-54 - $11 + Australia (100%) RESIDENCY Melbourne (79%), VIC Regional (16%) DUTY FREE Have no children (60%) - $42 + FAMILY STRUCTURE Have children at home (35%) Have children but none living at home (5%) F&B $78,000-$103,999 (18%) ANNUAL INCOME ($AUD) $52,000-$64,999 (13%) - $6 +

EMPLOYMENT STATUS Full time work (78%), Part time (7%) 6.7 PARKING MEDIA HABITS Facebook (83%), YouTube (53%) - $73 +

Benchmark LOW MEDIUM HIGH Segment Rank Touchpoint Experience Rating PURPOSE OF VISIT Holiday (55%), Visiting friends/relatives (37%) Rating TRAVEL GROUP Single (42%), Couple (23%) 1st Arrivals 6.4 6.0 Concourse CARRIER Qantas (15%), Jetstar Airways (14%) 2nd Ground 6.3 6.1 AIRLINE LOUNGE MEMBER Yes (10%) – Qantas Club (51%) 28% Transport FINAL DESTINATION USA (11%), New Zealand (9%), Indonesia (8%) of 3rd Security 7.1 7.0 TRANSPORT MODE Dropped off (43%), Taxi (11%) 4th Check in 7.3 7.0 International Airport Value POTENTIAL MODE Dropped off (41%), Uber (32%) 72 5th Customs 7.1 6.9 MA DIGITAL INTERACTION Engaged (61%): Website – mobile (48%), Website – computer (26%) New Gen Holiday Maker accounts for

3.4 30% VISITS PER SIZE YEAR 28% Of TOTAL Melbourne International Airport Value .

Retail F&B Parking GT Duty Free Aviation

New Gen Holiday Maker 14% 32% 38% 21% 22% 33%

per Passenger $1.8 $4 $5 $1 $12.9 $20.80 (per flight) 73 Base: Total International (n= 4582) New Gen Holiday Maker (n= 771) NEW GEN HOLIDAY MAKERS (30%) What are the pain points & where can Melbourne Airport make impact?

High value touchpoint 3. 1. 2. Ground Check in / Pre-Travel Digital Retail F&B Duty Free Transport Security Behaviour Book parking in Not satisfied with Check in – 48% interact using 42% news / books 30% shop at Duty advance – 23% ground transport / 66% satisfied smartphone 36% gifting Coffee – 39% Free (high) parking at MA – 23% accessories 48% Security – 39% aren’t interacting Insurance – 28% 66% satisfied with digital offerings Cosmetics Unique items – Lounge amenities Free Wi-Fi – easy to use souvenirs not useful on MA for social media and Gifts – Australian work made Pain point/ • No info on • Accessibility • Too slow • Poor Wi-Fi connection • Forced forward • Not enough options • Expensive, Frustration what’s • Stress • Lack of quality cafes design for late night can get at happening at • Less variety arrivals other airports airport “not keeping with • Dining environment cheaper the times” is boring • Not enough luxury brands

What’s the • Advertise • More undercover • Deals for early • Digital map to help • Melbourne based • Social media – • Promos while solution? lounge area parks check in find food stores and pop-ups Facebook booking • Flexibility inform distance • Signage and images parking • Deals on “what’s on promotion limited and deals” edition/offers

74 New Gen Holiday Maker (30%)

75 “My wife and I now have the time and funds to travel to destinations on our bucket list. We like to spend our time $155 78% prior to our flight by enjoying a meal and a glass of wine at the airport” 3.3 17% VISITS PER SIZE YEAR GENDER Female (52%) | Male (44%)

52% 29% AGE GROUP 4% 1% 0% 9% 5% RETAIL 18-24 25-34 35-44 45-54 55-64 65-74 75+ Australia (100%) - $11 + RESIDENCY Melbourne (70%), Vic Regional (23%) Have children at home (19%) DUTY FREE FAMILY STRUCTURE Have no children (20%) - $48 + Have children but none living at home (61%) $78,000-$103,999 (10%) ANNUAL INCOME ($AUD) $52,000-$64,999 (8%) F&B $5 EMPLOYMENT STATUS Retired (47%), Full time work (24%) - +

MEDIA HABITS Facebook (67%), YouTube(38%) 6.8 PARKING - $90 +

Benchmark PURPOSE OF VISIT Holiday (68%), Visiting friends/relatives (26%) LOW MEDIUM HIGH Segment Rank Touchpoint Experience Rating Rating TRAVEL GROUP Couple (46%), Single (33%)

1st Arrivals CARRIER Qantas (19%), Jetstar Airways (11%) 6.4 6.1 Concourse AIRLINE LOUNGE MEMBER Yes (17%) – Qantas Club (54%) 2nd Ground 6.3 5.7 18% Transport FINAL DESTINATION New Zealand (10%), UK (10%) TRANSPORT MODE Dropped off (41%), taxi (15%) of 3rd Security 7.1 6.9 POTENTIAL MODE Dropped off (37%), Rail (33%) 4th Check in 7.3 7.3 International Airport Value MA DIGITAL INTERACTION Engaged (59%): Website - mobile (44%), Website – computer (24%) 76 5th Customs 7.1 7.2 Australian Holiday Maker accounts for

3.3 17% VISITS PER SIZE YEAR 18% Of TOTAL Melbourne International Airport Value .

Retail F&B Parking GT Duty Free Aviation

Australian Holiday Maker 5% 15% 30% 11% 18% 18%

per $20.80 Passenger $1.2 $3.1 $6.7 $1 $18.6 (per flight) 77 Base: Total International (n= 4582) Australian Holiday Maker (n=804) AUSTRALIAN HOLIDAY MAKER (17%) What are the pain points & where can Melbourne Airport make impact? High value touchpoint 1. 3. 2. Check in / Pre-Travel Ground Transport Digital Retail F&B Duty Free Security Behaviour Most likely segment to 32% get dropped off Rated check in 7.2/10 44% visit website on mobile Least satisfied with Mostly purchased Spend $48 book flights with a Least satisfied with ground Most likely to check in retail at MA (40%) from cafes (67%) High percentage of travel agent (22%) transport at MA (43%) at the airport – at a 41% did not use any spenders on duty- Highly consider rail (37%) manned counter (60%) Melbourne Airport digital Spend less than 15 free (41%) Updates to check in platforms minutes browsing retail Price compare Carpark & drop off stores (34%) products changes Buy when forget something

Pain point/ • Not knowing duty • Getting to front gate • Unclear airline • Lack of knowledge of MA • Minimal selection • Lack of variety • Layout not Frustration free specials from LTCP check-in signage offerings • Expensive stores • No area to sit conducive for before arriving to • Locating vehicle • Waiting in queue • Wayfinding, travellers that aren’t exclusive and relax to shopping MA • Driving around & don’t know which shops enjoy meal with beauty/cosmetic • Awareness of around for available are where a view travel time to gate spot to plan dwell time

What’s the • Live traffic/at • Clear signage indicating • Early check in • Use digital to improve • Provide visuals • Encourage F&B • Offer more solution? airport updates – available spots • All security points awareness, plan journey comparing product purchase by “useful” items app • Clearer navigation to open price in airport vs. creating beyond gifting. • SMS warning to exit/terminal off airport separate area (e.g tech, leave home for • Buggy service for dining & entertainment) airport • Find my car app viewing close to • Provide price gate comparison to off airport

78 Australian Holiday Maker (17%)

79 “I want to see the world, whether I’m studying or taking a break from school!” $135 73%

2.6 6% VISITS PER SIZE YEAR

GENDER Female (51%) | Male (48%)

78% RETAIL 16% AGE GROUP 5% 2% - $25 + 18-24 25-34 35-44 45-54 Australia (100%) RESIDENCY DUTY FREE Melbourne (84%), Vic Regional (12%) Have no children (86%) - $52 + FAMILY STRUCTURE Have children at home (12%) Have children but none are living at home (2%) F&B <$10,399 (29%) ANNUAL INCOME (AUD) $10,400-$15,599 (15%) - $5 +

EMPLOYMENT STATUS Student (83%), Casual work (12%) 7.5 PARKING MEDIA HABITS Facebook (83%), Instagram (70%) - $53 +

Benchmark LOW MEDIUM HIGH Segment Rank Touchpoint Experience Rating PURPOSE OF VISIT Holiday (36%), Education (32%) Rating 1st Arrivals TRAVEL GROUP Single (44%), Family – parents and children (21%) 6.4 7.2 Concourse CARRIER Jetstar Airways (14%), Qantas (10%) 2nd Ground 6.3 7.1 5% Transport AIRLINE LOUNGE MEMBER No (99%) of 3rd Security 7.1 7.3 FINAL DESTINATION China (13%), New Zealand (12%) TRANSPORT MODE Dropped off (45%), Taxi (21%) 4th Check in 7.3 7.7 International Airport Value POTENTIAL MODE Uber (40%), Dropped off (35%) 80 5th Customs 7.1 7.6 MA DIGITAL INTERACTION Engaged (54%): Website - mobile (45%), Website – computer (18%) Oz Student accounts for

2.6 6% VISITS PER SIZE YEAR 5% Of TOTAL Melbourne International Airport Value .

Retail F&B Parking GT Duty Free Aviation

Oz Student 11% 5% 2% 8% 4% 5%

per $20.80 Passenger $6.9 $2.9 $1.5 $1.9 $10.6 (per flight) 81 Base: Total International (n= 4582) OZ student (n= 120) CUSTOMER JOURNEY: OZ STUDENT (6%) What are the pain points & where can Melbourne Airport make impact? High value touchpoint 1. 3. 2.

Check in / Pre-Travel Ground Transport Digital Retail F&B Duty Free Security Behaviour 16% conducted Dropped off (45%) Check in – Only 18% used the 58% spend less than 64% spenders 20% spenders research prior to 76% satisfied Melbourne Airport 30 minutes browsing travel Most open segment to website on a computer retail stores 89% had time for 30% purchased at switching to Uber (40%) Security – a meal at the duty free at 100% of which 74% satisfied 54% digitally engaged 23% spenders airport another airport conducted research online Pain point/ • No idea of time to • Poor signage • Finding the right • Website is not useful • Boring – was • Lack of variety. • Very boring Frustration reach airport • Foot traffic across the counter was for anything other than expecting many • Overpriced and not much road where drop-offs complicated. parking more outlets choice. occur, banks up the • Using the • No updates about flight • 3 to 4 times traffic to the freeway supposedly status expensive and not unnecessarily. cutting edge worthy technology was infuriating and slow.

What’s the • Calendar updates • Clearer signage of • SMS/app alerts • Customisation of push • More international • Different • Provide price solution? of travel plan and entrance and exit for which counter notifications on the brands cuisines comparison reminder alerts points to the airport to check in from phone so travellers can offered with off airport for when to leave • Better traffic flow upon arrival choose what • More casual retail price for the airport management on information they want dining, instead • More airport arrival and how they would of food court cosmetics and concourse to like to receive it e.g. layout beauty facilitate efficient pick updates/information products up/drop off via notification or alert

82 “We like to travel with our kids a couple times a year over the summer break. We like to browse around the $233 100% shops for a while with the family before heading off to the departure gate” 4.3 3% VISITS PER SIZE YEAR GENDER Female (50%) | Male (47%)

27% 17% 21% 17% 9% AGE GROUP 6% 2% RETAIL

18-24 25-34 35-44 45-54 55-64 65-74 75+ - $29 + Australia (100%) RESIDENCY Melbourne (87%), VIC Regional (12%) DUTY FREE Have children at home (71%) - $88 + FAMILY STRUCTURE Have no children (16%) Have children but none living at home (13%) F&B $78,000-$103,999 (13%) ANNUAL INCOME ($AUD) $65,000-$77,999 (12%),$180K+ (9%) - $9 +

EMPLOYMENT STATUS Full time work (63%), Part time (16%) 7.3 PARKING MEDIA HABITS Facebook (67%), YouTube (48%) - $107 +

Benchmark LOW MEDIUM HIGH Segment Rank Touchpoint Experience Rating PURPOSE OF VISIT Holiday (49%), Visiting friends/relatives (44%), Rating TRAVEL GROUP Family – parents and children (56%), family – extended (44%) 1st Arrivals 6.4 6.8 Concourse CARRIER Jetstar Airways (14%), Qantas (12%) 2nd Ground 6.3 6.6 AIRLINE LOUNGE MEMBER Yes (13%) – Qantas Club (71%) 9% Transport FINAL DESTINATION New Zealand (13%), Indonesia, Fiji (9%) of 3rd Security 7.1 7.4 TRANSPORT MODE Dropped off (39%), Park at MA (20%) 4th Check in 7.3 7.6 International Airport Value POTENTIAL MODE Dropped off (40%), Airport Connect Bus (26%) 83 5th Customs 7.1 7.9 MA DIGITAL INTERACTION Engaged (73%): Website – mobile (51%), website – computer (37%) Premium Families accounts for

4.3 3% VISITS PER SIZE YEAR 9% Of TOTAL Melbourne International Airport Value .

Retail F&B Parking Ground Transport Duty Free Aviation

Premium Families 12% 5% 15% 5% 13% 4%

per $20.80 Passenger $17.12 $6.28 $21.70 $2.68 $81.69 (per flight) 84 Base: Total International (n= 4582) Premium Families (n= 136) PREMIUM FAMILIES (3%) What are the pain points & where can Melbourne Airport make impact? High value 1. 3. 2. touchpoint

Check in / Pre-Travel Ground Transport Digital Retail F&B Duty Free Security Behaviour 18% organise meals Would be encouraged to Most satisfied Most likely segment to 60% spenders on 30% had 20-30 Most satisfied in advance park at MA if they could segment with have visited the retail minutes for a segment with book online in advance customs (78%) Melbourne Airport meal duty free (71%) at discounted rates website (37%) 25% spent less than (29%) 15 minutes browsing 93% spenders on Most likely to book Most digitally engaged stores duty free transport 1-2 months in (73%) advance (64%) Pain point/ • No • Bottleneck of traffic. • No staff to direct, • No options to pre book • Overpriced luxury • Cramped • Extremely Frustration communication • Bad customer support people. food to eat at airport retail. seating overpriced from Melbourne service. • Extremely • Poor quality • Not much • Long queues Airport congested. variety for at popular whatsoever dietary stores preferences

What’s the • SMS, email or • Online booking at MA • Kiosks to • Option to pre book food • Less upscale • Larger dining • Click and solution? app notifications carpark with facilitate when booking flights luxury brands and area with collect option of flight and designated parking individual check and parking through more casual booths and for duty free travel spot in advance (to in with staff on the Melbourne Airport international and more seating purchases information upon secure parking upon site to assist website or app local brands for families flight booking arrival) process • Information regarding • More boutique • Healthier food F&B, retail and duty stores options and free offering on all snacks for media platforms children

85 “I heard Melbourne is the most liveable city in the world but I didn’t fully believe it until I experienced it. $95 83% Melbourne Airport gave me a chance to get some quick shopping in before I began my journey” 2.3 16% VISITS PER SIZE YEAR GENDER Female (49%) | Male (48%)

43% 27% 27% AGE GROUP 3% RETAIL

25-34 35-44 45-54 55-64 - $24 + RESIDENCY Other countries of Asia (40%), New Zealand (16%), China (15%) DUTY FREE Have no children (45%) - $65 FAMILY STRUCTURE Have children at home (54%) + Have children but none living at home (1%)

$20,800-$31,199 (14%) F&B ANNUAL INCOME (USD) < $10,399 (9%) - $7 + EMPLOYMENT STATUS Full time work (84%), Part time (6%)

7.4 MEDIA HABITS Facebook (81%), YouTube (54%), WeChat (21%) PARKING - $0 +

Benchmark LOW MEDIUM HIGH Segment PURPOSE OF VISIT Visiting friends/relatives (45%), Holiday (31%) Rank Touchpoint Experience Rating Rating TRAVEL GROUP Single (35%), Family – parents and children (24%) 1st Arrivals 6.4 7.0 Concourse CARRIER Qantas (14%), Singapore Airlines (12%)

2nd Ground AIRLINE LOUNGE MEMBER Yes (14%) – AMEX Lounge (18%) 6.3 7.0 19% Transport FINAL DESTINATION New Zealand (21%), Singapore (9%) of 3rd Security 7.1 7.5 TRANSPORT MODE Dropped off (46%), taxi (18%) th International Airport Value 4 Check in 7.3 7.4 POTENTIAL MODE Uber (38%), local bus (29%) 86 5th Customs 7.1 7.3 MA DIGITAL INTERACTION Engaged (62%): Website – mobile (51%), website – computer (16%) Foreign Premium Traveller accounts for

2.3 16% VISITS PER SIZE YEAR 19% Of TOTAL Melbourne International Airport Value .

Retail F&B GT Duty Free Aviation

Foreign Premium Traveller 36% 22% 22% 27% 12%

per $20.80 Passenger $9.05 $4.69 $1.99 $28.89 (per flight) 87 Base: Total International (n= 4582) Foreign Premium Traveller (n= 1061) Foreign Premium Traveller (16%) What are the pain points & where can Melbourne Airport make impact? High value 1. 3. 2. touchpoint

Check in / Pre-Travel Ground Transport Digital Retail F&B Duty Free Security Behaviour Most likely group to Would consider Most satisfied Least likely segment to 38% spenders on retail 69% spenders on 45% spenders on conduct research prior to switching to MA parking segment with have visited MA website F&B duty free travelling (22%) if it was shorter distance immigration (75%) (16%) 31% spent 30-60 to terminal (22%) minutes browsing 96% had time for a 35% purchased 86% book flights in retail stores meal at the airport duty free products advance at another airport

Pain point/ • Airline websites give • Horrendous fees for • Poorly managed • Need website in native • I want something • Standard airport • Ugly shops all Frustration me all the info I need people picking up and no signage tongue for all price ranges food – nothing selling the passengers posted. • No information on what • Luxury section is special same stuff • Extremely confusing to do in Melbourne not good enough • Too much glitz, parking and not enough expensive directions

What’s the • Centralise all airline, • Better signage of • Clear signs and • Option for website to be • More international • Less ‘food court’ • Separate solution? flight and travel access routes to lines for security translated into different and local brands options and different information on Melbourne Airport check and check languages across different more diverse categories into Melbourne Airport and exit points in • ‘Visit Melbourne’ price ranges local food different website with targeted • Maps and live traffic • Staff on site to information and updates • Exclusive styles and retailers sections and call to actions e.g. information on assist flow of on what is happening in ranges offered only have better “Travelling with website or app to traffic in these Melbourne at the Melbourne signage to Jetstar? Here’s what inform parking airport Airport store indicate each you need to know” availability and level touchpoints location section of duty of congestion free

88 “My two children are both living on either side of the world. Having recently retired, my husband and I have the time to $89 71% visit each of our children. We don’t indulge much at the airport but enjoy sitting down at a café to relax before the flight” 2.2 10% VISITS PER SIZE YEAR

GENDER Female (46%) | Male (53%)

56%

17% 25% RETAIL AGE GROUP 1% - $25 45-54 55-64 65-74 75+ +

RESIDENCY Other countries of Asia (27%), New Zealand (25%), UK (13%) DUTY FREE

Have children but none living at home (70%) - $58 + FAMILY STRUCTURE Have children at home (23%) Have no children (7%) F&B $78,000-$103,999 (9%) ANNUAL INCOME (USD) $104,000-$129,999 (8%) - $6 +

EMPLOYMENT STATUS Full time work (46%), Retired (37%) 7.2 PARKING MEDIA HABITS Facebook (71%), YouTube (49%) - $0 +

Benchmark LOW MEDIUM HIGH Segment Rank Touchpoint Experience Rating PURPOSE OF VISIT Visiting friends/relatives (62%) Holiday (24%), Rating TRAVEL GROUP Single (35%), Couple (31%), 1st Arrivals 6.4 6.7 Concourse CARRIER Qantas (15%), Air New Zealand (12%) 2nd Ground 6.3 6.7 AIRLINE LOUNGE MEMBER Yes (21%) – Plaza Premium Lounge (30%) 8% Transport FINAL DESTINATION New Zealand (29%), UK (13%) of 3rd Security 7.1 7.1 TRANSPORT MODE Dropped off (57%), Taxi (12%) 4th Check in 7.3 7.3 International Airport Value POTENTIAL MODE Airport Connect Bus (31%), Uber (23%) 89 5th Customs 7.1 7.2 MA DIGITAL INTERACTION Engaged (62%): Website - mobile (52%), Website - computer (16%) Experienced Foreign VFR accounts for

2.2 10% VISITS PER SIZE YEAR 8% Of TOTAL Melbourne International Airport Value .

Retail F&B GT Duty Free Aviation

Experienced Foreign VFR 13% 11% 11% 8% 7%

per $20.80 Passenger $5.6 $3.9 $1.64 $15.02 (per flight) 90 Base: Total International (n= 4582) Experienced Foreign VFR (n= 839) Experienced Foreign VFR (10%) What are the pain points & where can Melbourne Airport make impact? High value 1. 3. 2. touchpoint

Ground Check in / Pre-Travel Digital Retail F&B Duty Free Transport Security Behaviour 14% conducted Most likely segment to Check in – Only 16% used the 31% spend 30-60 62% spenders 26% spenders research prior to get dropped off (57%) 70% satisfied Melbourne Airport minutes browsing retail travel website on a computer stores 93% had time for a 31% purchased at duty free Most open segment to Security – meal at the airport at another airport 86% of which switching to Airport 70% satisfied 62% digitally engaged 23% spenders conducted research Connect Bus (31%) online Pain point/ • No indication of • No assistance with • Messy and • Website doesn’t • Somewhat cold – • Confused by set • Duty Free at Melbourne Frustration whether my wheelchair from space know my flight – I not approachable up airport is a complete joke, flight’s been bus drop off restricted have to look for it • Really resented • Very expensive has no one ever been to delayed • No idea of where to manually having to walk Heathrow? get the bus into through all of that • Only one provider - town with slow elderly monopoly, expensive parents in law What’s the • SMS updates and • Information • Early online • Registration/sign up • In-terminal map of • In-terminal map • Display price comparisons solution? notifications on regarding how to booking and to Melbourne retailers to assist and list of food to off airport website/app to get to Melbourne baggage drop Airport website to navigation vendors in the • Refine layout by having indicate changes in Airport upon flight at the airport receive personal airport clear signage of different flight/travel booking – also updates and • An open food sections e.g. technology, information available on airport information on space with a beauty and cosmetics, website and app airlines, flights and variety of food confectionary • More accessible travel. retailers to departure and choose from arrivals concourse

91 “I am looking for experiences, food, wine and any souvenirs to take back home for family and friends” $70 66%

1.9 8% VISITS PER SIZE YEAR GENDER Male (47%) | Female (48%)

58% 40% AGE GROUP 2% RETAIL

18-24 25-34 35-44 - $21 + RESIDENCY Other countries of Asia (41%), New Zealand (16%), China (10%) DUTY FREE Have no children (95%) FAMILY STRUCTURE Have children at home (4%) - $44 + Have children but none living at home (1%)

<$10,399 (25%) F&B ANNUAL INCOME (USD) $10,400-$15,599 (10%) - $5 + EMPLOYMENT STATUS Full time work (44%), Student (37%)

7.4 MEDIA HABITS Facebook (86%), Instagram (68%) PARKING - $0 +

Benchmark LOW MEDIUM HIGH Segment PURPOSE OF VISIT Holiday (37%), Visiting friends/relatives (36%), Education (14%) Rank Touchpoint Experience Rating Rating TRAVEL GROUP Single (51%), Couple(16%), Friend Group(14%) 1st Arrivals 6.4 7.3 CARRIER Air Asia (13%), Emirates (10%) Concourse 2nd Ground AIRLINE LOUNGE MEMBER No (93%) 6.3 7.1 4% Transport FINAL DESTINATION New Zealand (20%), Malaysia (9%) of 3rd Security 7.1 7.7 TRANSPORT MODE Dropped off (52%), Skybus (10%) 4th Check in 7.3 7.8 POTENTIAL MODE Uber (38%), local bus (37%) International Airport Value 92 5th Customs 7.1 7.5 MA DIGITAL INTERACTION Engaged (56%): Website - mobile (47%), Website - computer (16%) International Student accounts for

1.9 8% VISITS PER SIZE YEAR 4% Of TOTAL Melbourne International Airport Value .

Retail F&B GT Duty Free Aviation

International Student 6% 6% 10% 4% 5%

per $20.80 Passenger $3.33 $2.52 $1.9 $8.08 (per flight) 93 Base: Total International (n= 4582) International Student (n=529) INTERNATIONAL STUDENT (8%) What are the pain points & where can Melbourne Airport make impact?

High value 1. 2. 3. touchpoint

Check in / Pre-Travel Ground Transport Digital Retail F&B Duty Free Security Behaviour Book flights (85%) Dropped off/picked up Check in – 54% engaged 16% spenders and hotels (37%) in (52%) 72% satisfaction On mobile (47%) 67% satisfaction 55% spenders 19% spenders advance Airport Connect Bus (10%) 65% satisfaction 70% satisfaction Security – Gifting (65%) 77% satisfaction Beauty/Cosmetics Burgers (51%) Confectionary (38%) 65% satisfaction (29%) Cafes (34%) Liquor (32%)

Pain point/ • No reason to go to • Poor signage • Not easy unless • Got confused in • Rates should be • Only fast food • Staff ignored me, Frustration the airport early if • Congestion you’ve checked in the terminal. rationalised to options for late night didn’t offer to help - I don’t know about • Hard to find spot online Checked website market rate. arrivals was needing to any special • Crowded for directions and • Confusing – could • Disappointing. Not purchase items but events/offers was more not find gate after up to scratch in gave up as I confused. getting lost in retail comparison to other watched them talk section countries amongst themselves. What’s the • Information online • Live feed on traffic • Self-check in • Multi-dimensional • Display price • Popular restaurants • Online pre- solution? about retail, F&B congestion at counters and interactive map comparison to off in Melbourne purchase duty free and duty free Melbourne airport with staff to assist that allows airport retail price featured in the option with FAQs offering at ETA for travellers • Staff assistance travellers to view • Feature on app to airport about product, Melbourne Airport based on their current kiosk for locations from find directions • More local brands brand, price – terminal specific location travellers different angles from current offering healthy and comparison and to the traveller’s seeking more and points of location to gate gourmet food purchase journey e.g. T2 for information and reference (similar • Less junk food information international help to google maps) options

94 95

“I usually park at the airport and head to the arrival gates to greet my loved ones at the airport. It’s an emotional time 78% and I don’t want to rush, so I usually like to sit down with them and have a nice conversation over a coffee’” 5.6 7.7% VISITS PER SIZE YEAR

GENDER Male (55%) | Female (45%)

26% 17% 17% 23% 7% 8% RETAIL AGE GROUP 8% 18-24 25-34 35-44 45-54 55-64 65-74 - +

RESIDENCY Melbourne (83%), Regional VIC (16%) F&B Have children at home (47%) Have children but none living at home (22%) - 50% + FAMILY STRUCTURE Have no children (31%) PARKING $78,000-$103,999 (17%) ANNUAL INCOME (USD) $65,000-$77,999 (10%) - 59% +

6.3 EMPLOYMENT STATUS Full time work (54%), Part Time work (14%), Retired (11%) MEDIA HABITS Facebook (77%), YouTube (52%), Instagram (41%) LOW MEDIUM HIGH

Benchmark Segment Rank Touchpoint Experience Rating Rating PURPOSE OF TRAVEL Picked someone up (52%), Dropped someone off (48%) 1st Arrivals 6.4 5.7 ENTERED TERMINAL YES (79%), NO (21%) Concourse Family – Parents and children (35%), Family – Parents, children and 2nd Ground TRAVEL GROUP 6.3 5.6 extended family group (22%) Transport TRANSPORT MODE Park at MA (61%), Free 10 min parking (11%) 3rd Security 7.1 6.9 POTENTIAL MODE Rail (39%), Uber (27%), Airport Connect Bus (24%)

MA DIGITAL INTERACTION Engaged (76%): Website – mobile (53%), Website – computer (43%) 95 Who are they and what do they spend on?

MAIN DUTY FREE RESIDENCY VALUE ITEMS PURCHASED PURCHASED

Other countries of Asia 40% $ 57 F&B (72%) Confectionery/food, souvenirs

New Zealand 16% $ 41 F&B (70%) Liquor, perfume

China 15% $ 67 Retail (53%) Food, wine & champagne

Other European countries 8% $ 49 F&B (63%) Confectionery/food, souvenirs

India 6% $ 50 F&B (66%) Liquor, confectionery/food

UK 5% $ 33 F&B (55%) Confectionery/food, cosmetics

America (USA) 4% $ 36 F&B (79%) Confectionery/food, souvenirs

Germany 1% $ 10 F&B (65%) Liquor, tobacco

Other countries of Oceania 1% $ 31 F&B (62%) Liquor, technology

Japan 1% $ 23 Duty Free (74%) Confectionery/food, souvenirs

Countries of Middle East 1% $ 75 Duty Free (66%) Confectionery/food, souvenirs

Canada 1% $ 35 F&B (93%) Liquor, souvenirs 96 Who are they and what do they spend on?

MAIN DUTY FREE RESIDENCY VALUE ITEMS PURCHASED PURCHASED

Other countries of Asia 27% $ 47 Duty Free (37%) Liquor, confectionery/food

New Zealand 25% $ 30 F&B (74%) Liquor, confectionery/food

UK 13% $ 21 F&B (59%) Perfume, liquor

China 10% $ 43 F&B (61%) Cosmetics, health & wellbeing

America (USA) 7% $ 21 Retail (39%) Souvenirs, liquor

Other European countries 6% $ 39 Retail (31%) Souvenirs, confectionery/food

India 4% $ 46 F&B (46%) Liquor, souvenirs

Canada 2% $ 15 F&B (77%) Souvenirs, liquor

Countries of South America 2% $ 48 Duty Free (43%) Perfume, cosmetics

Japan 1% $ 19 F&B (41%) Wine & champagne, food

Countries of Middle East 1% $ 18 F&B (79%) Confectionery/food, souvenirs

France 1% $ 19 F&B (31%) Fashion, souvenirs 97 Who are they and what do they spend on? MAIN DUTY FREE RESIDENCY VALUE ITEMS PURCHASED PURCHASED

Other countries of Asia 41% $ 21 F&B (51%) Confectionery/food, souvenirs

New Zealand 16% $ 22 F&B (65%) Liquor, perfume

China 10% $ 44 Duty Free (43%) Liquor, wine & champagne

America (USA) 6% $ 8 F&B (69%) Souvenirs, confectionery/food

UK 6% $ 7 F&B (50%) Cosmetics, souvenirs

India 6% $ 19 F&B (44%) Confectionery/food, liquor

Other European countries 4% $ 17 F&B (64%) Perfume, confectionery/food

Countries of South America 2% $ 10 F&B (26%) Fashion, confectionery/food

Canada 2% $ 21 F&B (67%) Perfume, liquor

Countries of Middle East 2% $ 11 F&B (65%) Fashion, sunglasses

Germany 2% $ 17 Retail (31%) Cosmetics

Countries of Africa 1% $ 5 F&B (68%) Health and wellbeing

Japan 1% $ 19 F&B (63%) Cosmetics, confectionery/food 98 How did your domestic and international customers engage with the airport?

99 NEW GEN CORPORATE YOUNG FOREIGN ROVING HIP-ENNIALS TOTAL HOLIDAY DOMESTIC BUSINESS FREQUENT RETIREES TRAVELLER FLYER MAKER LEISURE

Size 6% 15% 20% 27% 13% 19% Domestic Value 6% 17% 25% 25% 10% 17% SEGMENT VIABILITY % SPENDERS and VALUE identified the focus segments for Melbourne Airport with #1 being the most viable

RETAIL (% of spenders on Retail) 16% 23% 7% 10% 21% 8% 26%

PARKING (% of spenders on Parking) 7% 7% 13% 10% 6% 3% -

FOOD & BEVERAGE (% of spenders on F&B) 66% 84% 36% 73% 69% 76% 68%

DIGITAL (% engaged with Melbourne Airport 60% 69% 53% 58% 59% 68% 62% digital offerings)

100 AUSTRALIAN NEW GEN AUSTRALIAN FOREIGN PREMIUM INTERNAT’L EXPERIENCED OZ STUDENT TOTAL HOLIDAY HOLIDAY BUSINESS PREMIUM FAMILY STUDENTS FOREIGN VFR MAKER MAKER TRAVELLER TRAVELLER

Size 17% 30% 9% 3% 8% 16% 10% 6% International Value 17% 24% 6% 12% 4% 24% 8% 5%

SEGMENT VIABILITY % SPENDERS and VALUE identified the focus segments for Melbourne Airport with #1 being the most viable

DUTY FREE (% of spenders on Duty Free) 34% 39% 30% 32% 93% 19% 45% 26% 20%

PARKING (% of spenders on Parking) 5% 8% 7% 7% 20% - - - 3%

FOOD & BEVERAGE (% of spenders on F&B) 61% 58% 64% 35% 74% 55% 69% 62% 64%

DIGITAL (% engaged with Melbourne Airport 60% 59% 61% 52% 73% 56% 62% 62% 54% digital offerings)

101 NEW GEN CORPORATE YOUNG FOREIGN ROVING HIP-ENNIALS TOTAL HOLIDAY DOMESTIC BUSINESS FREQUENT RETIREES TRAVELLER FLYER MAKER LEISURE

Size 6% 15% 20% 27% 13% 19% Domestic Value 6% 17% 25% 25% 10% 17% VALUE SNAPSHOT

Flights Per Year 4.0 9.7 4.7 5.4 3.4 1.9

Proportion Of Spenders 72% 86% 47% 78% 74% 78% 74%

Parking Value $56 $54 $72 $54 $93

Retail Value $2 $2 $3 $4 $4 $5

F&B Value $4 $3 $3 $4 $4 $6

102 AUSTRALIAN NEW GEN AUSTRALIAN FOREIGN PREMIUM INTERNAT’L EXPERIENCED OZ STUDENT TOTAL HOLIDAY HOLIDAY BUSINESS PREMIUM FAMILY STUDENTS FOREIGN VFR MAKER MAKER TRAVELLER TRAVELLER

Size 17% 30% 9% 3% 8% 16% 10% 6% International Value 17% 24% 6% 12% 4% 24% 8% 5% VALUE SNAPSHOT

Flights Per Year 3.3 3.4 5.3 4.3 1.9 2.3 2.2 2.6

Proportion Of Spenders 76% 78% 77% 62% 100% 66% 83% 71% 73%

Parking Value $90 $73 $89 $107 - - - $53

Retail Value $11 $11 $16 $29 $21 $24 $25 $25

F&B Value $5 $6 $5 $9 $5 $7 $6 $5

Duty Free Value $48 $42 $34 $88 $44 $65 $58 $52

103 Based on value & purpose of travel

Value High

Purpose of travel Low

Business Leisure

Base: Domestic (n=4277) 104 Based on value and purpose of travel

Value High

Purpose of travel Low

Business Leisure

Base: Total International (n= 4582) 105 Deep dive - what travellers are thinking & feeling across airport touchpoints

106 Are they satisfied?

107 Overall domestic satisfaction ratings across journey touchpoints 7 What do these ratings Satisfaction: Satisfaction: mean? 0-6 7-10

GROUND TRANSPORT D OPERATIONS: FORECOURT D Acceptable

Operational processes are rated CHECK IN D high overall

SECURITY D

RETAIL D

FOOD AND BEVERAGE D

GATE LOUNGE D COMMERCIAL: Not Acceptable RECLAIM D Commercial offerings (e.g. Food and Beverage, Retail) and the Gate ARRIVALS CONCOURSE D Lounge experience are drawbacks for domestic segments NOT ACCEPTABLE ACCEPTABLE

Domestic D Travellers Overall

108 Base: Domestic Travellers (n= 4277) Segment satisfaction ratings across domestic journey touchpoints 7 Why did they give Satisfaction: Satisfaction: this rating? 0-6 7-10 C R N Y F H GROUND TRANSPORT F R G H D

N F GROUND TRANSPORT: FORECOURT C R H Y F R G D H Unacceptable R C N F Y CHECK IN H “I get confused trying to park my G R F D H car and end up spending 15 N C R Y minutes trying to find a park.” SECURITY H GF F R H -Corporate Frequent D C R N Y Flyer H F RETAIL F R G H D C R N Y FOOD AND BEVERAGE H F F R G D H C R N Y GATE LOUNGE H F F R G H D RETAIL : Y C R N HF H Acceptable RECLAIM F R G D “It’s a very positive, pleasant and C R Y stress-free environment. People ARRIVALS CONCOURSE H N F F R G D H are friendly and extremely helpful.” HIGH FREQUENCY NOT ACCEPTABLE ACCEPTABLE -Young Holiday SEGMENT Maker

N C R Y F New Gen Corporate Roving H Hip-ennials Young Foreign G Business F Frequent R Retirees H Holiday D Domestic Traveller Flyer Maker Leisure Traveller 109 Base: Domestic Travellers (n= 4277) Are they satisfied?

110 Overall international satisfaction ratings across journey touchpoints Satisfaction: Satisfaction: What do these ratings 0-6 7 7-10 GROUND TRANSPORT I mean?

FORECOURT I OPERATIONS: CHECK IN I Acceptable

SECURITY I Operational processes both arriving and departing scored well RETAIL I overall (e.g. check-in, security, I customs) with the exception of DUTY FREE baggage reclaim

FOOD AND BEVERAGE I

GATE LOUNGE I

IMMIGRATION/EMIGRATION I COMMERCIAL, DWELL & DESIGN RECLAIM I Not Acceptable

CUSTOMS I While satisfaction is low, the business segment is influencing the ARRIVALS CONCOURSE I score – they are the least satisfied segment across all touchpoints NOT ACCEPTABLE ACCEPTABLE

International I Travellers Overall

111 Base: International Travellers (n= 4582) Segment satisfaction ratings across international journey touchpoints Satisfaction: Satisfaction: Why did they give 0-6 N 7 O 7-10 A A P X F I GROUND TRANSPORT H S this rating? B H F F T S A A N X P F O I FORECOURT B H H F F T S S O I CHECK IN N F X A A P H T F B H F S S FORECOURT: SECURITY A A N X O P F I B H H F S F T S Unacceptable A A N O P F X I RETAIL B H H S F T F S “Melbourne Airport feels old and A A N X P F O I outdated. I feel like I’m running DUTY FREE B H H F F T S S through a maze.” A -Australian Business Traveller FOOD AND BEVERAGE A N F P O X I B H H T F S F S O I GATE LOUNGE A N A F X P B H H T F F S S A A I P IMMIGRATION/EMIGRATION N F O X B H H T S S F F N RECLAIM A A F X P O I RETAIL : B H H T F F S S Unacceptable A N X A F O I P CUSTOMS B H F H T S S F “Shopping at Melbourne Airport is not an experience. Why are there ARRIVALS CONCOURSE A N A X P F O I B H H F F T S S no mid range local Australian HIGH FREQUENCY NOT ACCEPTABLE ACCEPTABLE brands?” SEGMENT -New Gen Holiday maker

A N A P X Australian New Gen Australian Premium O Oz Student I International F Foreign Experienced H Holiday H Holiday B Business F Families S S Student T Premium F Foreign VFR Maker Maker Traveller Traveller

112 Base: International Travellers (n= 4582) What drives satisfaction?

113 From the strongest predictors to the weakest

114 Base: Domestic Travellers (n= 4277) Ground Transportation #1

Ground Transport is where it all begins

“We’re forced to pay high prices for parking. – it’s not like we have another option”

rated poor rated positive experience experience

Poor Experience Positive Experience 62% 12% (0-3) (7-10) of domestic of domestic travellers rated travellers rated their their experience experience as as “poor” “positive”

rated poor rated positive experience experience

“One road in and one road out for such a big airport is completely unworkable ” “I take an Uber to the airport – it’s much better than the hassle of 115 Base: Domestic Travellers who rated ground transport (n=3848); parking” Ground Transport: Poor Experience (n=489), Neutral (n=1036), Positive Experience (n=2303) Arrivals Concourse #2

Arrivals concourse has significant influence

“It’s the happiest place in the world when you return home” “Arrivals is in desperate need of a makeover – it’s tired and chaotic!”

rated poor rated positive experience experience

Poor Experience Positive Experience 63% 10% (0-3) (7-10) of domestic of domestic travellers rated their travellers rated their experience as “poor” experience as “positive”

“The signage in here feels non-existent. rated poor rated positive You need more experience experience information booths” 116 Base: Domestic Travellers (n= 3283) Arrivals concourse: Poor Experience (n=408), Neutral (n=1059), Positive Experience (n=1816) Forecourt #3

The forecourt is a lukewarm crowd pleaser

“This is probably the cleanest part of the “Melbourne Airport is airport” outdated – it’s been the same for almost 20 years”

rated poor rated positive experience experience

Poor Experience Positive Experience 62% 9% (0-3) (7-10) of domestic of domestic travellers rated travellers rated their their experience experience as as “poor” “positive”

“It’s very congested, I rated poor rated positive don’t know where to go” experience experience 117 Base: Domestic Travellers (n= 3988) Forecourt: Poor Experience (n=435), Neutral (n=1301), Positive Experience (n=2252) Gate Lounge #4

Just over half of domestic travellers rated Gate Lounge positively “The amenities are always nearby, that’s important to me”

rated poor rated positive experience experience

12% Poor Experience Positive Experience 54% of domestic (0-3) (7-10) of domestic travellers rated travellers rated their their experience experience as as “poor” “positive”

Poor Experience rated poor rated positive experience experience (0-3)

“The gate lounge is always crowded – hence I prefer Airline Lounges”

118 Base: Domestic Travellers (n= 3988) Gate Lounge: Poor Experience (n=477), Neutral (n=1426), Positive Experience (n=2085) Check In #5

The check-in experience sets the tone, efficiency is top priority for business travellers “The self-service kiosks make all the difference! “My time to spend at terminal depends on how slow or fast check in is”

rated poor rated positive experience experience

5% Poor Experience Positive Experience 77% of domestic (0-3) (7-10) of domestic travellers rated travellers rated their their experience experience as as “poor” “positive”

Poor Experience rated poor rated positive experience experience (0-3)

“I get annoyed as there are no separate queues for the elderly”

119 Base: Domestic Travellers (n= 4074) Check In: Poor Experience (n=235), Neutral (n=786), Positive Experience (n=3053) Security #6

This operational touchpoint is delivering on experience

“I hate being slowed down by people who don’t know how security works!”

rated poor rated positive experience experience

5% Poor Experience Positive Experience 71% of domestic (0-3) (7-10) of domestic travellers rated travellers rated their their experience experience as as “poor” “positive”

rated poor rated positive experience experience

“It’s annoying to wait at “I get anxious waiting in security in the long a long queue where non- queues” frequent passengers don’t know what to do” 120 Base: Domestic Travellers (n= 4136) Security: Poor Experience (n=296), Neutral (n=1007), Positive Experience (n=2833) Food & Beverage #7

Domestic travellers want variety & a sense of place reflected in the F&B offering

“I just want a quiet area to enjoy my coffee while I work” rated poor rated positive experience experience

10% Poor Experience Positive Experience 61% of domestic (0-3) (7-10) of domestic travellers rated travellers rated their their experience experience as as “poor” “positive”

rated poor rated positive experience experience

“I need choices when I eat, both dietary and healthy”

“The food court is very crowded and loud”

121 Base: Domestic Travellers (n= 3741) Food & Beverage: Poor Experience (n=390), Neutral (n=1327), Positive Experience (n=2024) Retail #8

The retail touchpoint isn’t a major influencer but has commercial potential if improved

“The retail offering is rated poor rated positive not aligned to my experience experience interest”

8% Poor Experience Positive Experience 56% of domestic (0-3) (7-10) of domestic travellers rated travellers rated their their experience experience as as “poor” “positive”

rated poor rated positive experience experience

“I do it to kill time – I don’t WANT to shop – I just take a look around”

122 Base: Domestic Travellers (n= 3416) Retail: Poor Experience (n=325), Neutral (n=1388), Positive Experience (n=1703) Reclaim #9

Room for improvement at Reclaim

“Baggage reclaim at Melbourne Airport is the slowest in Australia”

rated poor rated positive experience experience

Poor Experience Positive Experience 57% 7% (0-3) (7-10) of domestic of domestic travellers rated travellers rated their their experience experience as as “poor” “positive”

rated poor rated positive experience experience 123 Base: Domestic Travellers (n= 2709) Reclaim: Poor Experience (n=252), Neutral (n=1077), Positive Experience (n=1380) Does the experience vary if travellers are arriving or departing?

ARRIVAL DEPARTURE Ground Ground 20% 15% Transport Transport

18% Arrivals Forecourt 13%

13% 13% Check-In Check in

Security Security 12% 13% First impressions Check Check matter to travellers; 12% Arrivals and Forecourt 12% Check in Retail had strong influence on 10% overall experience 12% Forecourt F&B 7%

12% Gate Gate Ground Transport Lounge Lounge 2% was the strongest driver of 10% airport experience, Retail Reclaim 2% whether coming or going 8% F&B Arrivals 1%

124 Base: Domestic Arrival (n=1588), Domestic Departure (n=2689) Departures experience differs between leisure and business travellers

Satisfied segment:ARRIVAL DEPARTURE Ground Ground 20% 72% of 15% Foreign Transport Transport Domestic Leisure 18% Arrivals Forecourt 13% Travellers rated 13% Ground13% Transport Check-In Check in positively 12% 13% Security Security Check Check Dissatisfied segment: 12% 12% Check in Retail 10% 20% of 12%Corporate Forecourt F&B Frequent Flyer rated 7% Gate Gate Ground12% Transport Lounge Lounge 2% negatively 10% Retail Reclaim 2%

8% F&B Arrivals 1%

125 Base: Domestic Arrival (n=1588), Domestic Departure (n=2689) Arrivals experience sets a positive tone for Young Holiday Makers

Satisfied segment: ARRIVAL DEPARTURE Ground Ground 20% 79% of Young 15% Transport Transport Holiday Makers 18% Arrivals Forecourt rated Arrivals as13% positive 13% 13% Check-In Check in experience 12% 13% Security Security Check Check Dissatisfied segment:12% 12% Check in Retail 10% 12% Forecourt F&B 21% of Frequent Corporate7% Flyers 12% Gate Gate Lounge Lounge 2%rated Ground Transport as poor 10% Retail Reclaim 2% experience

8% F&B Arrivals 1%

126 Base: Domestic Arrival (n=1588), Domestic Departure (n=2689) Spotlight on the Ground Transport experience

Ground transport experience Overall experience

DO PARKERS HAVE A Non-Parking 12% 27% 62% 4% 24% 72% DIFFERENT

EXPERIENCE VS THOSE WHO DON’T? Parking 14% 21% 65% 5% 32% 64%

Poor Experience Neutral Positive Experience

Domestic visitors who parked However, non-parkers had a had a slightly better perception better overall experience than of Ground Transport parkers

127 Base: Domestic parking sample (n=1777), Domestic non-parking sample (n=2500) What drives satisfaction?

128 From the strongest predictors to the weakest

129 Base: International Travellers (n= 4582) Arrivals Concourse #1

The Arrivals Concourse sets the tone

“The area is unkempt, dirty and needs renovation”

rated poor rated positive experience experience Poor Experience Positive Experience 54% 14% (0-3) (7-10) of international of international travellers rated travellers rated their their experience experience as as “poor” “positive” rated poor rated positive experience experience

130 Base: Intenational Travellers who rated Arrivals Concourse (n=4135); Arrivals Concourse: Poor Experience (n=476), Neutral (n=1236), Positive Experience (n=2423) Ground Transport #2

The Ground Transport experience matters so it has to be right

“I get to the airport and I’m in a bad mood already as I can’t find a park”

rated poor rated positive experience experience Poor Experience Positive Experience 53% 15% (0-3) (7-10) of international of international travellers rated travellers rated their their experience experience as as “poor” “positive” rated poor rated positive experience experience

“It’s very stressful and time-consuming to find a park – all the spots are taken!” 131 Base: Intenational Travellers who rated Ground Transport (n=3923); Ground Transport: Poor Experience (n=471), Neutral (n=1113), Positive Experience (n=2339) Security Check #3

Travellers are generally satisfied with this touchpoint

rated poor rated positive experience experience Poor Experience Positive Experience 67% 9% (7-10) of international (0-3) of international travellers rated travellers rated their their experience experience as as “poor” “positive” rated poor rated positive experience experience “Swift and simple – just the way I like it”

132 Base: Intenational Travellers who rated Security Check (n=4434); Security Check: Poor Experience (n=354), Neutral (n=1012), Positive Experience (n=3068) Check in #4

Clear signage & human connection makes this a positive experience

rated poor rated positive experience experience Poor Experience Positive Experience 71% 8% (0-3) (7-10) of international of international travellers rated their travellers rated experience as their experience “positive” as “poor” rated poor rated positive experience experience

“It’s overcrowded and busy, which makes me frustrated when I arrive”

133 Base: Intenational Travellers who rated check in (n=4391); Check in: Poor Experience (n=292), Neutral (n=897), Positive Experience (n=3202) Customs #5

The experience at customs is generally a positive one

rated poor rated positive experience experience Poor Experience Positive Experience 67% 7% (0-3) (7-10) of international of international travellers rated their travellers rated experience as their experience “positive” as “poor” rated poor rated positive experience experience

“When I arrive at the airport, all I want is to go home…the customs at MA is smooth and effortless”

134 Base: Intenational Travellers who rated customs (n=4176); Customs: Poor Experience (n=295), Neutral (n=916), Positive Experience (n=2965) Forecourt #6

Opportunity to reward the business traveller here for travelling frequently

“It feels like running through a maze”

rated poor rated positive experience experience Poor Experience Positive Experience 53% 12% (0-3) (7-10) of international of international travellers rated their travellers rated experience as their experience “positive” as “poor” rated poor rated positive experience experience

“Melbourne Airport has nothing to do with Melbourne – it has no identity”

135 Base: Intenational Travellers who rated forecourt (n=4212); Forecourt: Poor Experience (n=440), Neutral (n=1356), Positive Experience (n=2416) Emigration/Immigration #7

Students don’t seem mind this touchpoint, but what about your business traveller?

rated poor rated positive experience experience Poor Experience Positive Experience 54% 14% (0-3) (7-10) of international of international travellers rated travellers rated their their experience experience as as “poor” “positive” rated poor rated positive experience experience

“The last thing I want to see when I arrive is a line of people stretching from immigration to duty free”

136 Base: Intenational Travellers who rated emigration/immigration(n=4229); Emigration/Immigration: Poor Experience (n=246), Neutral (n=861), Positive Experience (n=3122) Duty Free #8

Premium segments are mostly satisfied with the Duty Free experience “I love browsing at Duty Free – they have such a wide range of products”

rated poor rated positive experience experience Poor Experience Positive Experience 58% 9% (0-3) of international (7-10) of international travellers rated travellers rated their their experience experience as as “poor” “positive” rated poor rated positive experience experience

137 Base: Intenational Travellers who rated Duty Free (n=3803); Duty Free: Poor Experience (n=327), Neutral (n=1216), Positive Experience (n=2260) Food & Beverage #9

More variety is the key to a positive experience at the F&B touchpoint

“I want variety, and it shouldn’t matter if I am on a diet”

rated poor rated positive experience experience 12% Poor Experience Positive Experience 51% of international (0-3) (7-10) of international travellers rated travellers rated their their experience experience as as “poor” “positive” rated poor rated positive experience experience

“There are hardly any options for late-night arrivals and departures”

138 Base: Intenational Travellers who rated food and beverage (n=4110); Food and beverage: Poor Experience (n=432), Neutral (n=1406), Positive Experience (n=2272) Retail #10

Business segments need more options to see the value in shopping in-airport

“Shopping at Melbourne Airport is – a task they don’t rated poor rated positive have enough variety experience and it’s too expensive” experience 11% Poor Experience Positive Experience 53% of international (0-3) (7-10) of international travellers rated travellers rated their experience their experience as “poor” as “positive” rated poor rated positive experience experience

“Why would I buy at the airport when I’m about to go overseas?”

139 Base: Intenational Travellers who rated retail (n=3901); Retail: Poor Experience (n=344), Neutral (n=1431), Positive Experience (n=2126) Reclaim #11

There’s an opportunity to mitigate the stress felt at reclaim

“When I think of reclaim at MA, I think of long queues and tight spaces. I never know where the line starts or ends”

rated poor rated positive experience experience 12% Poor Experience Positive Experience 52% of international of international (0-3) (7-10) travellers rated travellers rated their their experience experience as as “poor” “positive” rated poor rated positive experience experience

140 Base: Intenational Travellers who rated Reclaim (n=3626); Reclaim: Poor Experience (n=348), Neutral (n=1230), Positive Experience (n=2048) Gate Lounge #12

There’s an opportunity to mitigate the stress felt at reclaim

“I usually wait in the airline lounge to avoid the rush and noise”

rated poor rated positive experience experience 8% Poor Experience Positive Experience 55% of international of international (0-3) (7-10) travellers rated travellers rated their their experience experience as as “poor” “positive” rated poor rated positive experience experience

141 Base: Intenational Travellers who rated gate lounge (n=4236); Gate Lounge: Poor Experience (n=334), Neutral (n=1396), Positive Experience (n=2506) Does the experience vary if travellers are arriving or departing?

ARRIVAL DEPARTURE

17% Arrivals Concourse Ground Transport 15%

10% Ground Transport Forecourt 15%

10% Forecourt Check in 13%

10% Check in Security 12% Ground transport 10% Security Retail 12% continues to be a strong influencer on airport

10% Retail Duty Free 8% experience for both international and departing travellers 8% Duty Free Food and Beverage 7%

Forecourt, Security and 5% Food and Beverage Gate Lounge 6% Check-In were strongest drivers of overall airport experience for both arriving 4% Gate Lounge Emigration/Immigration 4% and departing international travellers 4% Emigration/Immigration Customs 2%

2% Customs

142 Base: International Arrival (n=2116), Base: International Departure (n=2466) Ground Transport satisfaction is key to having a good overall experience

ARRIVAL DEPARTURE

Arrivals Concourse Ground Transport 15% Satisfied segment: Ground Transport Forecourt 15% 68% of OZ students 13% rated Ground Transport Forecourt Check in as positive experience Check in Security 12%

Security Retail 12%

Dissatisfied segment: Retail Duty Free 8%

20% of Corporate Duty Free Food and Beverage 7% rated Frequent Flyer Food and Beverag Gate Lounge 6% Ground Transport negatively Gate Lounge Emigration/Immigration 4%

Emigration/ Customs 2%

Customs

143 Base: International Arrival (n=2116), Base: International Departure (n=2466) Arrivals experience sets a positive tone for International Students ARRIVAL Satisfied segment: 17% Arrivals Concourse DEPARTURE

68% of 15% 10% Ground Transport International 13% 10% Forecourt Students rated Arrivals 13% 10% Check in Concourse as positive 12% 10% Security experience 12% 10% Retail Dissatisfied10% segment: 8% Duty Free 7% 21% of Australian 5% Food and Beverage 2%Business Travellers rated Arrivals 4% Gate Lounge 2% Concourse as poor 4% Emigration/Immigration 1% experience

2% Customs

144 Base: International Arrival (n=2116), Base: International Departure (n=2466) Spotlight on the Ground Transport experience

Ground transport experience Overall experience

Non-Parking 15% 33% 53% 7% 27% 67% Do parkers have a different experience VS those who don’t? Parking 15% 20% 66% 7% 27% 67%

Poor Experience Neutral Positive Experience

International travellers who However, non-parkers had a parked had a slightly better similar overall experience to perception of Ground Transport that of parkers

145 Base: International parking sample (n=685), International non-parking sample (n=3897) What do your travellers want and what are the gaps?

146 Service Initiatives

147 SEGMENTS SERVICE NEW GEN CORPORATE YOUNG FOREIGN ROVING HIP-ENNIALS OFFERINGS TOTAL HOLIDAY DOMESTIC BUSINESS FREQUENT RETIREES TRAVELLER FLYER MAKER LEISURE

Size 100% 6% 15% 20% 27% 13% 19% Domestic Value 100% 6% 21% 27% 23% 8% 15% % OF SEGMENT WITH HIGH DESIRE FOR SERVICE Early check in 86% 89% 85% 89% 85% 86% 85% Easy bag scan 86% 87% 88% 83% 89% 83% 86% ATMs 80% 83% 76% 77% 84% 82% 72% Quick wins Quiet working space 74% 82% 79% 63% 73% 82% 72% for your priority One stop security 71% 70% 75% 67% 72% 63% 82% segments Meals to go/take inflight 70% 75% 61% 60% 75% 77% 70% Rest/shower for transit 69% 72% 66% 63% 70% 69% 72% Rooftop bar/coffee 68% 68% 56% 55% 78% 70% 70% Foreign exchange 61% 56% 60% 60% 63% 59% 67% Transport from car to check in 59% 57% 63% 61% 62% 45% 60% MA digital portal 59% 57% 57% 50% 64% 59% 63% Transport: check in to gate lounge 56% 52% 63% 59% 56% 41% 61% Wellness facilities 53% 59% 53% 38% 59% 51% 58% Express service to gate for business 51% 57% 70% 46% 47% 39% 56% Massage 47% 48% 46% 38% 58% 41% 43% Bank 47% 48% 49% 41% 43% 53% 56% Gym 33% 37% 32% 16% 36% 45% 35% Swimming pool 28% 21% 30% 15% 32% 38% 32% Nails 27% 32% 14% 23% 34% 25% 27% Hairdresser 27% 36% 27% 19% 27% 27% 28% Outdoor smoking area 21% 20% 16% 12% 24% 23% 29% 148 Base: Domestic Travellers (n=4277) Q143. Which of the following services would you be interested in utilising at Melbourne Airport? SEGMENTS SPECIALISED SERVICE NEW GEN CORPORATE YOUNG FOREIGN ROVING HIP-ENNIALS OFFERINGS TOTAL HOLIDAY DOMESTIC BUSINESS FREQUENT RETIREES TRAVELLER FLYER MAKER LEISURE

Size 100% 6% 15% 20% 27% 13% 19% Domestic Value 100% 6% 21% 27% 23% 8% 15% % OF SEGMENT WITH HIGH DESIRE FOR SERVICE

Specialised & Personalised Services 48% 46% 47% 46% 49% 44% 55% For People With Disabilities

Quiet Room / Area – For Those With 47% 44% 45% 40% 51% 53% 52% Special Needs Such As Autism

Family Room – An Area For Families 46% 41% 53% 35% 52% 44% 51% To Play / Watch Movies / Eat

Service / Help Desks On Airport To Guide Non-English Speaking 46% 42% 46% 39% 47% 44% 57% Travellers

Lounges / Showers – For Kids And 45% 45% 51% 36% 46% 44% 52% Adults

Express Service Through The 41% 40% 50% 31% 44% 37% 46% Terminal For Families With Kids

Outdoor Kids Area e.g. Mcdonald's 34% 31% 42% 21% 39% 36% 38% Playground

Nanny Service For Parents Travelling 26% 25% 31% 18% 28% 22% 34% With Kids

149 Base: Domestic Travellers (n=4277) Q143. Which of the following services would you be interested in utilising at Melbourne Airport? And what are they willing to pay for them?

150 Core Domestic Segments

SERVICE INITIATIVE WHY EXPECT TO PAY Rooftop bar/coffee “Melbourne Airport needs something like this. A great $15-20 way kill time and have a quality cup of coffee” Meals to go/take inflight “I would love to have pre-pay, pickup convenient healthy $15-20 Size: 27% options that I know the airline will let me take onboard” Early Check In/bag drop “I want to get rid of my bags so I can have enough $10 time to shop at the airport” “Entertainment Corner like at Changi” “Why not have a big screen TV & embrace Melbourne $15-30 per hour sporting culture? The airport needs a wow factor like that” Gaps – other things they said they want “Massage Parlour” “This would help relieve the stress that inherently $50-60 per hour comes with air travel”

SERVICE INITIATIVE WHY EXPECT TO PAY Transport from car to check in “We aren’t at our fittest, so this would save us a lot of $10-20 trouble when we park” Early Check In/bag drop “We would prefer to get rid of luggage early so we $10 can go into the terminal, have a coffee and relax” Size: 20% “Early bag check in at car park” “Would be great from car park to make getting to the $10-20 terminal easier and more efficient” Gaps – other things they “Non-Airline Lounge” “I would pay more where I can access quality $5-10 per hour said they want coffee/drinks (especially at T4)” 151 Core Domestic segments

SERVICE INITIATIVE WHY EXPECT TO PAY Quiet Working Space “Somewhere where I can have meetings that isn’t $15-20 per hour the airline lounge” Meals to go/take inflight “I’m usually rushing. I’d like a gourmet grab and go $15-20 option.” Early Check In/bag drop “I could get more work done then have time to Free Size: 15% have a meal before my flight” “The lounge isn’t what it used to be. I want a Up to $50 an hour “Premium terminal hub” comfortable space to plug in where I can feel amongst Gaps – other things they it & chat with colleagues” said they want “Express grocery store” “I always need last minute items when I get home from a trip, the airport would be the perfect place to pick those up”

SERVICE INITIATIVE WHY EXPECT TO PAY

Rooftop bar/coffee “This would be great. It would also take pain out $10-20 of delayed flights.” Quiet working space “The lounge is boring. But I need a comfortable, well- $20 per hour set up spot to plug in and have a good coffee” Meals to go/take inflight “I would buy this. A quick, filling, nutritious carry- $15-20 box option! Good when leaving plane also” Size: 6% “Express mani-pedi or spa” “I’m busy so I want the airport to be a one-stop shop. I $100 would definitely get to the airport early for this service” Gaps – other things they said they want “Blow wave bar” “I travel a lot for work and don’t have time to $60 do this during the week. A great service to have 152 before a work trip” SEGMENTS

SERVICE AUSTRALIAN NEW GEN AUSTRALIAN PREMIUM INTERNAT’L FOREIGN EXPERIENCED OZ OFFERINGS TOTAL HOLIDAY HOLIDAY BUSINESS FAMILIES STUDENTS PREMIUM FOREIGN MAKER MAKER TRAVELLER TRAVELLER VFR STUDENT

Size 100% 17% 30% 9% 3% 8% 16% 10% 6% International Value 100% 17% 22% 7% 12% 4% 24% 9% 5% % OF SEGMENT WITH HIGH DESIRE FOR SERVICE Easy bag scan 90% 92% 91% 91% 83% 87% 89% 89% 87% Early check in 87% 92% 88% 87% 85% 82% 87% 85% 87% One stop security 86% 89% 86% 86% 86% 79% 85% 85% 78% Quick wins for ATMs 76% 73% 85% 77% 72% 75% 73% 64% 89% your priority Quiet working space 73% 63% 79% 74% 73% 74% 74% 66% 75% segments Rest/shower for transit 71% 67% 77% 70% 65% 69% 74% 64% 63% Foreign exchange 68% 68% 69% 67% 65% 72% 69% 59% 77% Rooftop bar/coffee 67% 56% 71% 70% 71% 69% 68% 63% 71% Meals to go/take inflight 67% 50% 77% 65% 73% 70% 74% 58% 79% MA digital portal 61% 51% 67% 62% 68% 60% 64% 50% 70% Transport: car to check in 61% 59% 68% 63% 65% 60% 58% 47% 72% Express service to gate for business 58% 50% 51% 64% 57% 61% 61% 50% 51% Transport: check in to gate lounge 55% 55% 55% 48% 62% 63% 60% 56% 52% Wellness facilities 54% 37% 61% 51% 53% 62% 60% 52% 54% Bank 50% 47% 56% 43% 48% 57% 52% 50% 80% Massage 49% 31% 63% 50% 52% 46% 53% 30% 69% Gym 31% 16% 36% 32% 31% 40% 35% 23% 62% Swimming pool 27% 14% 30% 28% 31% 35% 30% 18% 60% Outdoor smoking area 26% 14% 28% 25% 24% 31% 32% 21% 55% Nails 25% 15% 39% 22% 20% 26% 28% 15% 48% Hairdresser 24% 16% 28% 22% 30% 29% 26% 18% 25% 153 Base: International Travellers (n=4582) Q143. Which of the following services would you be interested in utilising at Melbourne Airport? SEGMENTS

SPECIALISED SERVICE AUSTRALIAN NEW GEN AUSTRALIAN PREMIUM INTERNAT’L FOREIGN EXPERIENCED OZ OFFERINGS HOLIDAY HOLIDAY BUSINESS TOTAL FAMILIES STUDENTS PREMIUM FOREIGN STUDENT MAKER MAKER TRAVELLER TRAVELLER VFR

Size 100% 17% 30% 9% 3% 8% 16% 10% 6% International Value 100% 17% 22% 7% 12% 4% 24% 9% 5% % OF SEGMENT WITH HIGH DESIRE FOR SERVICE Service / Help Desks On Airport To Guide Non-English Speaking 51% 43% 52% 44% 60% 59% 58% 49% Travellers 40% Specialised & Personalised Services 50% 48% 51% 42% 58% 58% 56% 53% For People With Disabilities 58% Lounges / Showers – For Kids And 49% 32% 57% 44% 66% 53% 56% 41% Adults 65% Quiet Room / Area – For Those With 48% 41% 52% 40% 56% 58% 52% 48% Special Needs Such As Autism 57% Express Service Through The 46% 31% 49% 41% 72% 52% 53% 43% Terminal For Families With Kids 50% Family Room – An Area For Families 46% 31% 52% 40% 80% 56% 50% 36% To Play / Watch Movies / Eat 48% Outdoor Kids Area e.g. Mcdonald's 37% 22% 40% 36% 57% 43% 43% 32% Playground 46% Nanny Service For Parents Travelling 27% 15% 32% 20% 38% 37% 33% 29% With Kids 41%

154 Base: International Travellers (n=4582) Q143. Which of the following services would you be interested in utilising at Melbourne Airport? Core International segments

SERVICE INITIATIVE WHY EXPECT TO PAY Easy bag scan “I want my holiday to start at the airport so $10 I don’t want to be waiting in queues”

Size: 17% Early Check In/bag drop “Imagine a general bag drop area. I’d love this $5 stress-free option! ” “Locker for short term luggage “I don’t want to carry bags around, I want to explore $10-20 per hour Gaps – other things they storage” the airport offerings before my holiday” said they want

SERVICE INITIATIVE WHY EXPECT TO PAY Rooftop bar/coffee “A lively ambiance and Melbourne-quality food $20 and drinks would be exciting” Meals to go/take inflight “When I’m running late, this is what I’m after!” $10-20

Rest/shower for transit “This would definitely improve the airport Free Size: 30% experience… especially if it was free”

“Massage” “I’d pay for 15mins or even an hour to feel relaxed $50-75 per hour Gaps – other things they before my flight” said they want 155 Core International segments

SERVICE INITIATIVE WHY EXPECT TO PAY Express service gate for “I don’t have much time when I travel. This would be a $10-15 business great option for me” Early Check In/bag drop “So much less to carry around the terminal – I’d like the $10-60 freedom of dropping my bags early” Size: 9% One stop security “Great! I’m in a hurry and I know what I’m doing, so I $10-20 don’t want to have to repeat the process. Rooftop bar/coffee “I want an escape from the feeling of an airport – $10-50 somewhere to relax that’s still lively like at LAX”

Concierge/in-seat “I have to carry a bag and a laptop with me, and Membership model delivery service travelling alone I don’t want to get up from my $10 - $20 per month comfortable spot”

“I don’t want to rely on announcements and screens. I’d use – “Melbourne Airport Free Gaps other things they an app if it told me when to walk to my gate & where I could said they want app” find specific items at the airport” “Premium sports bar” “I need to have a completely different experience to $20 - $40 being on a plane. I want to watch sports on a big screen and have something really good to eat before my flight” 156 Looking at segment travel patterns

157 NEW GEN BUSINESS CORPORATE ROVING SEGMENT HIP-ENNIALS YOUNG HOLIDAY FOREIGN DOMESTIC TRAVELLER FREQUENT FLYER RETIREES MAKER LEISURE

VALUE AND High Medium High Medium High Low OPPORTUNITY $62 $59 $79 $62 $101 $41 (86% spenders (47% spenders) (78% spenders) (74% spenders) (78% spenders) (74% spenders)

TRAVELLER TYPE • Work-related purpose • Work-related purpose • Travel on holiday (32%) • Travel on holiday (33%) • Travel on holiday (36%) • Travel on holiday (46%) of travel (100%) of travel (100%) • Visiting friends/relatives • Visiting friends/relatives • Visiting friends/relatives • Visiting friends/relatives • 4 flights per year • 9.7 flights per year (58%) (57%) (44%) (37%) • 4.7 flights per year • 5.4 flights per year • 3.4 flights per year • 1.9 flights per year • Travel group: • Travel group: • Travel alone (38%), • Travel alone (31%) Single(43%), Family(27%), • Family - parents and Couple(33%) Couple(20%) children (26%)

Taxi (32%), Get dropped Taxi [30%], Get dropped Dropped off (44%), Skybus Dropped off/picked up Get dropped off/picked up Dropped off (28%), Skybus TRANSPORT off/picked up (29%), Uber off/picked up (20%), Park at (10%), Park at MA (10%) [50%], Skybus [10%] (46%), Taxi (11%) (12%), Uber (11%) (9%) MA (14%)

• Arrive 1-1hr30mins • Arrive 30-60mins before • Arrive 1-1hr30mins • Arrive 1-1hr30mins • Arrive 1-1hr30mins • Arrive 1hr30mins – 2hrs TRAVEL PATTERNS before flight (36%) flight (39%) before flight (35%) before flight (39%) before flight (33%) before flight (24%) • Qantas (29%) • Virgin Australia (32%), • Virgin Australia (27%), • Jetstar Airways (38%) • Qantas (22%), • Qantas (37%), Virgin • Check in via mobile Qantas Airways (50%) Jetstar Airways (35%) • Check in via • Jetstar Airways (41%) (23%) (32%) • Check in via • Check in at a manned mobile(37%) • Check in at self-service • Check in at a manned • Check in luggage via mobile(49%) counter (29%) • Check in luggage via kiosk (30%) counter (35%) self-service bag drop • Do not check in luggage • Check in luggage via self-service bag drop • Destination: QLD (30%) • Destination: NSW (58%) (54%) counter (37%) (34%) • Check in luggage via (26%),VIC(16%) • Qantas Frequent Flyer • Qantas Frequent Flyer • Qantas Frequent Flyer • Qantas Frequent Flyer self-service bag drop • Check in luggage via (61%) (80%) (69%) (64%) (39%) counter (53%) • Destination: QLD (36%) • Lounge members spend • Destination: QLD (28%), • Destination: NSW (31%) • I do not belong to any • I do not belong to any less than an hour in the TAS (18%), NSW (15%) frequent flyer clubs frequent flyer clubs lounge (40%) (36%) (43%) • Destination: NSW (32%),ACT(17%) 158 AUSTRALIAN NEW GEN AUSTRALIAN FOREIGN BUSINESS PREMIUM EXPERIENCED INTERNATIONAL SEGMENT HOLIDAY HOLIDAY OZ STUDENT PREMIUM TRAVELLER FAMILY FOREIGN VFR STUDENTS MAKER MAKER TRAVELLER

VALUE AND High Medium High Medium High Medium Low Low OPPORTUNITY $143 $132 $155 $135 $233 $95 $89 $70 (62% spenders) (77% spenders) (78% spenders) (73% spenders) (100% spenders) (83% spenders) (71% spenders) (66% spenders)

• Work-related • Holiday (55%), • Holiday (68%), • Holiday (36%), • Holiday (49%), • Visiting • Visiting • Holiday (37%), (100%) Visiting Visiting education (32%) Visiting friends/relatives friends/relatives Visiting TRAVELLER TYPE • 5.3 flights per friends/relative friends/relatives • Single (44%), friends/relatives (45%), Holiday (62%) Holiday friends/relatives year s (37%) (26%) family – (44%), (31%) (24%), (36%), Education • Travel group: • Couple (46%), parents and • 4.3 flights per • Single (35%), • Single [35%], (14%) Single (42%), Single (33%) children (21%) year Family – parents Couple [31%], • Single [51%], Couple (23%) and children Couple[16%] (24%) • Taxi (32%), • Dropped off • Dropped off • Dropped off • Dropped off • Dropped off • Dropped off • Picked up (52%), TRANSPORT Dropped off (43%), Taxi (41%), taxi (15%) (45%), taxi (39%), Park at (46%), taxi (18%) (57%), taxi (12%) Skybus (10%) (22%) (11%) (21%) MA (20%)

TRAVEL • Arrive 2-3hrs • Arrive 2-3hrs • Arrive 2-3hrs • Arrive 2-3hrs • Arrive 2-3hrs • Arrive 2-3hrs • Arrive 2-3hrs • Arrive 2-3hrs PATTERNS before flight before flight before flight before flight before flight before flight before flight before flight (51%) (44%) (46%) (32%) (28%) (33%) (37%) (28%) • Check in at a • Check in at a • Check in at a • Check in at a • Check in at a • Check in at a • Check in at a • Check in at a manned manned manned counter manned manned counter manned counter manned counter manned counter counter (57%) counter (54%) (58%) counter (63%) (59%) (50%) (50%) (54%) • Final • Final • Qantas (19%), • Jetstar Airways • New Zealand • New Zealand • Qantas (15%), Air • Air Asia (13%), destination destination USA Jetstar Airways (14%), Qantas (13%), Indonesia (21%), Singapore New Zealand Emirates (10%) New Zealand (11%), New (11%) (10%) (9%) (9%) (12%) • New Zealand (13%), China Zealand (9%) • New Zealand • China (13%), • Jetstar Airways • Qantas (14%), • New Zealand (20%), Malaysia (10%) • Carrier: Qantas (10%), UK (10%) New Zealand (14%), Qantas Singapore (29%), UK (13%) (9%) • Qantas (15%), Jetstar • Qantas frequent (12%) (12%) Airlines (12%) • Plaza Premium • Do not belong to frequent flyer Airways (14%) flyer (9%) • Do not belong • Qantas frequent • Do not belong to (6%) frequent flyer (34%) • Qantas frequent to frequent flyer (9%) frequent flyer program (93%) flyer (5%) flyer program program (86%) (99%) 159 Who is using it and how can we get them into the terminal?

160 Looking at the domestic & international experience

DOMESTIC INTERNATIONAL LOUNGE USERS LOUNGE USERS

19% 28% 28% 35%

6%

10% 27% 47%

Less than 1 hour 1-2 hours More than 2 hours Non-lounge users

Overall experience Visited airline lounge Did not visit airline lounge Overall experience Visited airline lounge Did not visit airline lounge Poor experience(0-3) 9% 7% Poor experience(0-3) 14% 12% Neutral (4-6) 27% 49% Neutral (4-6) 36% 31% Positive experience(7-10) 64% 44% Positive experience(7-10) 49% 58%

International Lounge Users [n=382], Domestic Lounge Users [n=579] 161 Q24. Thinking of your most recent visit to Melbourne Airport, how likely are you to recommend Melbourne Airport as a world class airport to others? Q84. Thinking of your most recent flight to/from Melbourne Airport, did you spend time in an airline lounge. Here are some customer led initiatives for a terminal lounge:

• Healthy options • Replicate Melbourne’s food culture and variety at the airport • Food availability for late night arrivals • More bars

• Café style sit down options • Have enough space to allow for a slow drink/lunch with colleagues • Meeting point/collaboration hub for business travellers • Better toilets • Value/loyalty deals • Quiet working space

162 Here are some customer led initiatives for a terminal lounge:

• Comfortable seats • Better toilets • Seamless Wi-Fi • More power points • Ability to move furniture • A centralised flow for shops – retail and food in one location • Big departure screens • Close proximity of gates from retail and F&B areas

163 Who are your opportunity segments & what brand are they after?

164 Retail opportunities & differences across terminals

165 Looking at where you are now and where you could be 30%

25% Size: 6% CURRENT: $ $0.76M OPPORTUNITY: $3.3M Size: 19% CURRENT: $6.6M 20% OPPORTUNITY: $25.8M Size: 27%

CURRENT: $5.7M OPPORTUNITY: $26.8M

% Spender% 15%

10%

Size: 20% Size: 13% 5% Size: 15% CURRENT: $1.6M CURRENT: $0.9M OPPORTUNITY: $15.7M CURRENT: $0.4M OPPORTUNITY: $12.2M OPPORTUNITY: $6.2M

0% LOW Value HIGH

New Gen Corporate Roving Young Foreign Domestic 166 Business Frequent Retirees Hip-ennials Holiday Leisure Traveller Base: Domestic Travellers (n= 4277) Traveller Flyer Maker Who are the top 3 segments in each terminal?

NEW GEN CORPORATE YOUNG FOREIGN ROVING HIP-ENNIALS TOTAL HOLIDAY DOMESTIC BUSINESS FREQUENT RETIREES TRAVELLER FLYER MAKER LEISURE

Overall Size 6% 15% 20% 27% 13% 19% SEGMENT SIZES

Business/Premium T1 29% 29% 50% 21% 21% 22% 37% #3 #1 #2

Blend T3 25% 29% 32% 27% 25% 17% 23% #2 #1 #3

Leisure T4 46% 42% 17% 52% 54% 61% 40% #3 #2 #1

Base: Domestic Travellers [n=4277] 167 Q27 - Thinking of your most recent visit to Melbourne Airport, which terminal did you visit? by Domestic Segments Domestic travellers leave no time to shop – they need more incentive to arrive early!

TOTAL T1 T3 T4 Size 100% 29% 25% 46% Domestic Experience Rating 6.6 6.4 6.4 6.8 VALUE SNAPSHOT

% Spenders 16% 19% 15% 15%

60-90 min 34% 60-90 min 31% 60-90 min 33% 60-90 min 36% Time arrived before flight 90-120 mins 21% 90-120 mins 22% 90-120 mins 24% 90-120 mins 20%

15-30 mins 40% 15-30 mins 34% 15-30 mins 41% 15-30 mins 44% Time spent browsing retail 30-60 mins 26% 30-60 mins 29% 30-60 mins 18% 30-60 mins 26%

News/Books 41% News/Books 46% News/Books 37% Gifting 46%

Gifting 38% Gifting 40% Accessories 37% News/Books 40% Top categories Accessories 26% Accessories 22% Gifting 21% Male Fashion 29%

Female Fashion 21% Female Fashion 21% Beauty/Cosmetics 18% Beauty/Cosmetics 22%

Base: Domestic Travellers [n=4277] Q75. How many minutes/hours before the scheduled time of the flight did you arrive at the Airport? Q85. Thinking of your last visit to Melbourne Airport, did you purchase any of the following? 168 Q87. Thinking of your most recent visit to Melbourne Airport, how much time did you spend browsing in retail stores? Q88. Thinking of your most recent experience at Melbourne Airport, please all select the shopping/retail items that you purchased from the list below: Top retail categories & brands by terminal

T1 T3 T4

1. NEWS/BOOKS [64%] 1. NEWS/BOOKS [37%] 1. GIFTING [37%]

2. GIFTING [38%] 2. ACCESSORIES [37%] 2. NEWS/BOOKS [37%]

Top Categories 3. ACCESSORIES [34%] 3. GIFTING [21%] 3. MALE FASHION [21%] per terminal

4. FEMALE FASHION 4. BEAUTY/COSMETICS 4. BEAUTY/COSMETICS [26%] [18%] [18%]

Base: Domestic Travellers [n=4277] 169 Q88. Thinking of your most recent experience at Melbourne Airport, please all select the shopping/retail items that you purchased from the list below. Q101. What retail brands (local / international) would you like to see at Melbourne Airport? Retail opportunities & differences across terminals

170 Looking at where you are now and where you could be 70%

Size: 3% 60% CURRENT: $5.1M Size: 16% OPPORTUNITY: $6.2M

50% CURRENT: $15.9M OPPORTUNITY: $42.3M 40% Size: 30% Size: 6% CURRENT: $4.7

CURRENT: M % Spender% 30% $6.1M OPPORTUNITY: OPPORTUNITY: $17.1M $36.4M

20% Size: 10%

CURRENT: Size: 9% $5.9M CURRENT: Size: 8% OPPORTUNITY: 10% Size: 17% $1.5M CURRENT: $2.8M $26.2M CURRENT: OPPORTUNITY: OPPORTUNITY: $2.2M $14.5M $18.1M OPPORTUNITY: 0% $21.1M Value LOW HIGH N A X Australian New Gen Australian Premium O Oz Student I International F Foreign Experienced Holiday H Holiday B Business Families S S Student T Premium F Foreign VFR Maker Maker Traveller Traveller 171 Base: International Travellers (n= 4582) Looking at where you are now and where you could be

100% Size: 3% CURRENT: $24.7M 90% OPPORTUNITY: $26.8M

80%

70% Size: 16% 60% Size: 30% Size: 17% CURRENT: CURRENT: $50.9M CURRENT: 50% $34.6M OPPORTUNITY: $41.8MIL $114.6M OPPORTUNITY:

% Spender% OPPORTUNITY: $90M 40% $137.6MIL Size: 9% CURRENT: Size: 10% 30% $9.9M OPPORTUNITY: CURRENT: $15.8M $31.4M 20% OPPORTUNITY: Size: 6% $60.5M Size: 8% CURRENT: CURRENT: $6.9M $7.2M OPPORTUNIT: 10% OPPORTUNITY: $37.4M $35.7M

0% VALUE

N A X Australian New Gen Australian Premium O Oz Student I International F Foreign Experienced Holiday H Holiday B Business Families S S Student T Premium F Foreign VFR Maker Maker Traveller Traveller 172 Base: International Travellers (n= 4582) International travellers are after gifts – introduce new options to convert non-spenders!

T2

Size 100% Rating 6.6 VALUE SNAPSHOT

% Spenders 21% They’re at the 2-3 hours 40% airport with plenty Time arrived before of time to spend flight – 90-120 mins 19% let’s maximise it!

15-30 min 41% Time spent browsing retail 30-60 mins 24%

Gifting 44%

News/Books 40% Top categories Accessories 24%

Beauty/Cosmetics 24%

Base: International Travellers [n=4582] Q75. How many minutes/hours before the scheduled time of the flight did you arrive at the Airport? Q85. Thinking of your last visit to Melbourne Airport, did you purchase any of the following? 173 Q87. Thinking of your most recent visit to Melbourne Airport, how much time did you spend browsing in retail stores? Q88. Thinking of your most recent experience at Melbourne Airport, please all select the shopping/retail items that you purchased from the list below Top retail categories & brands in T2

T2

Top Categories in T2

Base: International Travellers [n=4582] Q88. Thinking of your most recent experience at Melbourne Airport, please all select the shopping/retail items that you purchased from the list below. 174 Q101. What retail brands (local / international) would you like to see at Melbourne Airport? How are your segments interacting with your brand digitally?

175 What segments are most engaged and who can you capture?

Size: 20% Size: 27% HIGH VALUE HIGH ENGAGED: 58% ENGAGED: 59%

Size: 15%

ENGAGED: 53% Size: 19%

ENGAGED: 63% Size: 13%

Melbourne airport value airport Melbourne ENGAGED: 69%

Size: 6% ENGAGED: 69%

LOW VALUE LOW HIGHLY ENGAGED LESS ENGAGED Digital engagement New Gen Corporate Roving Young Foreign Domestic Hip-ennials 176 Business Frequent Retirees Holiday Leisure Traveller Base: Domestic Travellers (n= 4277) Traveller Flyers Makers What segments are most engaged and who can you capture?

Size: 16% Size: 30% ENGAGED: HIGH VALUE HIGH ENGAGED: 61% 62% Size: 17%

ENGAGED: Size: 3% 59% ENGAGED: 73%

Size: 10% ENGAGED:

Melbourne airport value airport Melbourne Size: 9% 62%

ENGAGED: 52% Size: 6% ENGAGED: 54% Size: 8% ENGAGED: 56%

LOW VALUE LOW LESS ENGAGED Digital engagement HIGHLY ENGAGED N A X Australian New Gen Australian Premium O Oz Student I International F Foreign Experienced Holiday H Holiday B Business Families S S Student T Premium F Foreign VFR 177 Maker Maker Traveller Traveller

Base: International (n=4582); Looking at website interaction & media habits

178 NEW GEN CORPORATE YOUNG FOREIGN ROVING HIP-ENNIALS TOTAL HOLIDAY DOMESTIC BUSINESS FREQUENT RETIREES TRAVELLER FLYER MAKER LEISURE

Size 6% 15% 20% 27% 13% 19% Digital Engagement 69% 53% 74% 58% 69% 63% Hook customers I VISITED MELBOURNE AIRPORT when they’re WEBSITE VIA A MOBILE DEVICE – 47% 57% 39% 45% 46% 60% 47% booking parking PHONE OR TABLET online on their mobile Suggests an opportunity to improve digital presence – become NONE OF THE ABOVE 40% 31% 47% 42% 41% 32% 38% integral of the pre-travel & in- airport journey

I VISITED MELBOURNE AIRPORT’S WEBSITE ON A COMPUTER 22% 22% 29% 18% 18% 24% 22%

I VISITED MELBOURNE AIRPORT’S FACEBOOK PAGE 2% 5% 2% 2% 2% 3% 2%

I JOINED MELBOURNE AIRPORT’S TWITTER FEED 1% 3% 2% 0% 1% 0% 0%

Base: Domestic (n=4277); NGBT (n=163), CFF (n=962), CD (n=932), RR (n=1267), YHM (n=242), FDLT (n=19) 179 Q133: Thinking of your interactions with Melbourne Airport’s digital offerings, please highlight all statements that apply to you. NEW GEN CORPORATE YOUNG FOREIGN ROVING HIP-ENNIALS HOLIDAY DOMESTIC TOTAL BUSINESS FREQUENT RETIREES TRAVELLER FLYER MAKER LEISURE

Size 6% 15% 20% 27% 13% 19% Digital Engagement 69% 53% 74% 58% 69% 63%

COMPUTER/LAPTOP (PC OR MAC) 31% 32% 38% 34% 28% 27% 31%

Capitalise on this – behaviour put MOBILE 48% 58% 45% 27% 60% 56% 46% the airport in the palm of their hand TABLET 11% 3% 8% 21% 6% 11% 10%

COMMERCIAL FREE-TO-AIR TV 3% 2% 1% 5% 1% 1% 4%

RADIO 3% 2% 2% 6% 2% 2% 2%

PAY TV 2% 1% 1% 4% 2% 1% 4%

NEWSPAPER 2% 0% 0% 1% 1% 1% 2%

MAGAZINE 1% 2% 4% 2% 1% 2% 1%

Base: Domestic (n=4277); NGBT (n=163), CFF (n=962), CD (n=932), RR (n=1267), YHM (n=242), FDLT (n=19) 180 Q136: Thinking about your media habits in an average week, please rank up to 5 activities – Dominant activity. NEW GEN CORPORATE YOUNG ROVING FOREIGN TOTAL HIP-ENNIALS DOMESTIC BUSINESS FREQUENT HOLIDAY RETIREES TRAVELLER FLYER MAKER LEISURE

13% Size 6% 15% 20% 27% 19% 8% Digital Engagement 52% 61% 59% 73% 56% 62% 52%

INFORMATION ON DEPARTURES 45% 40% 50% 46% 36% 46% 45%

INFORMATION ON PARKING OPTIONS 29% 29% 50% 34% 22% 32% 12%

INFORMATION ON NAVIGATION AROUND TERMINALS 29% 46% 19% 25% 30% 26% 38%

INFORMATION ON ARRIVALS 28% 28% 17% 27% 30% 25% 37%

INFORMATION ON FOOD OPTIONS 21% 29% 26% 12% 31% 13% 28%

DIRECTIONS ON HOW TO GET THERE 20% 11% 15% 21% 28% 11% 29%

INFORMATION ON DESTINATION (MELBOURNE) ATTRACTIONS 11% 13% 3% 7% 7% 9% 26%

INFORMATION ON RETAIL OFFERS 9% 14% 18% 7% 8% 5% 11%

Base: Domestic (n=4277); NGBT (n=163), CFF (n=962), CD (n=932), RR (n=1267), YHM (n=242), FDLT (n=19) 181 Q135: What information were you after when visiting Melbourne Airport’s website? NEW GEN CORPORATE YOUNG FOREIGN CHANNEL HIP-ENNIALS ROVING TOTAL BUSINESS FREQUENT HOLIDAY RETIREES DOMESTIC TRAVELLER FLYER MAKER LEISURE

Size 6% 15% 27% 13% 20% 19%

Digital Engagement 52% 61% 59% 73% 56% 62%

Facebook 82% 87% 78% 86% 90% 75% 78% Consider these channels for maximum reach when thinking YouTube 53% 55% 48% 54% 73% 43% 54% about your communication strategy Instagram 52% 62% 48% 61% 75% 30% 47%

LinkedIn 34% 43% 53% 36% 24% 22% 33%

Google+ 26% 11% 17% 21% 33% 32% 36%

Snapchat 25% 37% 16% 33% 54% 8% 14%

Twitter 24% 36% 35% 23% 24% 14% 23%

Pinterest 20% 24% 19% 24% 22% 18% 16%

Base: Domestic (n=4277); NGBT (n=163), CFF (n=962), CD (n=932), RR (n=1267), YHM (n=242), FDLT (n=19) 182 Q137: Which of the following social media platforms do you currently use? Looking at website interaction & media habits

183 AUSTRALIAN NEW GEN AUSTRALIAN FOREIGN PREMIUM INTERNAT’L EXPERIENCED OZ STUDENT TOTAL HOLIDAY HOLIDAY BUSINESS PREMIUM FAMILY STUDENTS FOREIGN VFR MAKER MAKER TRAVELLER TRAVELLER

Size 9% 30% 17% 3% 8% 16% 10% 6% Digital Engagement 59% 61% 52% 73% 56% 62% 62% 54%

I VISITED MELBOURNE AIRPORT WEBSITE VIA A MOBILE DEVICE – 46% 44% 48% 31% 51% 47% 51% 52% 45% PHONE OR TABLET Suggests an Hook customers when they’re opportunity to browsing online on their improve digital mobile presence – become NONE OF THE ABOVE 40% 41% 39% 48% 27% 44% 38% 38% 46% integral of the pre-travel & in- airport journey I VISITED MELBOURNE AIRPORT’S WEBSITE ON A COMPUTER 23% 24% 26% 33% 37% 16% 16% 16% 18%

I VISITED MELBOURNE AIRPORT’S FACEBOOK PAGE 3% 2% 3% 2% 3% 2% 3% 2% 4%

I JOINED MELBOURNE AIRPORT’S TWITTER FEED 1% 0% 1% 1% 1% 1% 1% 0% 2%

Base: International (n=4582); ABT (n=322), EFVFR (n=839), NGHM (n=771), FPT (n=1061), OS (n=120), AHM (n=804), PF (n=136), IS (n=529) 184 Q133: Thinking of your interactions with Melbourne Airport’s digital offerings, please highlight all statements that apply to you.. AUSTRALIAN NEW GEN AUSTRALIAN FOREIGN PREMIUM INTERNAT’L EXPERIENCED OZ STUDENT TOTAL HOLIDAY HOLIDAY BUSINESS PREMIUM FAMILY STUDENTS FOREIGN VFR MAKER MAKER TRAVELLER TRAVELLER

Size 9% 30% 17% 3% 8% 16% 10% 6% Digital Engagement 59% 61% 52% 73% 56% 62% 62% 54%

COMPUTER/LAPTOP (PC OR MAC) 31% 34% 29% 45% 29% 27% 26% 35% 28% Capitalise on this – behaviour put MOBILE the airport in the 49% 28% 55% 42% 57% 58% 58% 37% 62% palm of their hand TABLET 9% 20% 8% 4% 3% 12% 5% 15% 2%

COMMERCIAL FREE-TO-AIR TV 3% 5% 2% 2% 2% 0% 3% 3% 3%

RADIO 3% 8% 2% 2% 5% 1% 2% 2% 1%

PAY TV 2% 3% 2% 1% 2% 1% 3% 4% 2%

NEWSPAPER 1% 1% 0% 0% 0% 0% 2% 1% 1%

MAGAZINE

2% 2% 1% 3% 1% 1% 2% 3% 1%

Base: International (n=4582); ABT (n=322), EFVFR (n=839), NGHM (n=771), FPT (n=1061), OS (n=120), AHM (n=804), PF (n=136), IS (n=529) 185 Q136: Thinking about your media habits in an average week, please rank up to 5 activities – Dominant activity. AUSTRALIAN NEW GEN AUSTRALIAN FOREIGN PREMIUM INTERNAT’L EXPERIENCED OZ STUDENT TOTAL HOLIDAY HOLIDAY BUSINESS PREMIUM FAMILY STUDENTS FOREIGN VFR MAKER MAKER TRAVELLER TRAVELLER

Size 17% 30% 9% 3% 8% 16% 10% 6%

Digital Engagement 52% 61% 59% 73% 56% 62% 62% 54%

INFORMATION ON DEPARTURES 47% 54% 47% 49% 47% 42% 44% 48% 45%

INFORMATION ON ARRIVALS 32% 33% 30% 31% 32% 38% 34% 37% 30%

INFORMATION ON PARKING OPTIONS 31% 44% 46% 41% 57% 14% 9% 4% 27%

INFORMATION ON NAVIGATION AROUND TERMINALS 26% 25% 19% 22% 31% 33% 33% 36% 21%

INFORMATION ON FOOD OPTIONS 25% 17% 25% 13% 29% 32% 38% 23% 31%

DIRECTIONS ON HOW TO GET THERE 18% 12% 14% 8% 14% 29% 29% 19% 27%

INFORMATION ON RETAIL OFFERS 13% 6% 16% 5% 21% 12% 19% 9% 10%

Opportunity to increase information about retail & Food and Beverage offerings at the airport for highly engaged segments Base: International (n=4582); ABT (n=322), EFVFR (n=839), NGHM (n=771), FPT (n=1061), OS (n=120), AHM (n=804), PF (n=136), IS (n=529 186 Q135: What information were you after when visiting Melbourne Airport’s website? AUSTRALIAN NEW GEN AUSTRALIAN FOREIGN TOPIC PREMIUM INTERNAT’L EXPERIENCED OZ STUDENT TOTAL HOLIDAY HOLIDAY BUSINESS PREMIUM FAMILY STUDENTS FOREIGN VFR MAKER MAKER TRAVELLER TRAVELLER

Size 17% 30% 9% 3% 8% 16% 10% 6%

Digital Engagement 52% 61% 59% 73% 56% 62% 62% 54%

Consider these Facebook 77% 69% 83% 67% 67% 86% 81% 71% 83% channels for maximum reach when thinking about your communication YouTube 51% 46% 53% 38% 48% 63% 54% 49% 67% strategy

Instagram 46% 44% 52% 27% 38% 68% 50% 25% 70%

LinkedIn 32% 53% 38% 19% 34% 26% 33% 26% 20%

Google+ 26% 15% 18% 34% 47% 22% 32% 43% 17%

Twitter 20% 29% 22% 10% 20% 27% 22% 14% 25%

Snapchat 18% 14% 23% 8% 16% 29% 9% 6% 48%

Base: International (n=4582); ABT (n=322), EFVFR (n=839), NGHM (n=771), FPT (n=1061), OS (n=120), AHM (n=804), PF (n=136), IS (n=529) 187 Q137: Which of the following social media platforms do you currently use? Traveller behaviour & perception snapshot – from parking to rail

188 Opportunities, current behaviour & future considerations

189 Looking at where you are now and where you could be 16%

14% Size: 15% CURRENT: $27.9M OPPORTUNITY: $207M Size: 20% 12% CURRENT: $35.7M OPPORTUNITY: 10% Size: 6% $374M CURRENT: $5.5M 8% OPPORTUNITY:

$80.5M % Spenders%

6% Size: 13% CURRENT: $8.7M 4% OPPORTUNITY: Size: 27% $317M

CURRENT: $24.5M 2% OPPORTUNITY: $378M

0% Value

LOW HIGH

New Gen Corporate Roving Young Foreign Domestic Hip-ennials 190 Business Frequent Retirees Holiday Leisure Traveller Base: Domestic Travellers (n= 4277) Traveller Flyer Maker 7% of Domestic Travellers parked at the Melbourne Airport Car Park

LIMOUSINE/ BUS/COACH/ SKYBUS NEARBY MELBOURNE CAR DROP OFF / TAXI UBER PERSONAL SHUTTLE CAR PARK AIRPORT RENTAL PICK UP DRIVER

USAGE (%) 13% 6% 16% 10% 3% 2% 7% 3% 39% GROUND TRANSPORT $73 $55 $45 $79 $98 $66 $157 - SPEND PER VISIT $87 VALUE TO MA PER $1.1 $1.4 $0.5 $2.5 $1.5 $30 PASSENGER

TRAVEL GROUP SIZE Single(51%) Single(40%) Single(48%) Single(55%) Single(35%) Single(46%) Single(49%) Couple (32%) Single(51%)

MARKET CONSIDERATION 24% 25% 26% 26% 7% 4% 20% 7% 45% OF MODE • Uber • Bus/Coach/ • Drop off / • Rail • Bus/Coach • Bus/Coac • Drop off / Shuttle Pick up • Taxi • Bus/Coach/ /Shuttle h/Shuttle • Rail Pick up CONSIDER • Rail • Bus/Coach/ • Park at Shuttle • Rail • Rail • Uber • Rail • Uber Shuttle Melbourne • Uber SWITCHING TO • Uber • Drop off / • Skybus • Uber • Drop off / • Rail Airport car • Rail • Skybus Pick up • Skybus Pick up • Uber park

PURPOSE Business Leisure Leisure Leisure (VFR) Leisure Business Business Leisure Leisure (VFR*) 191 *VFR = visiting friends and relatives * Value to MA per passenger is calculated from the revenue and PAX by Mode figures provided by the Ground Transport team Corporate Frequent Flyers are the segment to watch if rail takes off

NEW GEN CORPORATE YOUNG FOREIGN ROVING HIP-ENNIALS TOTAL HOLIDAY DOMESTIC BUSINESS FREQUENT RETIREES TRAVELLER FLYER MAKER LEISURE

Size 6% 15% 20% 27% 13% 19% Domestic Value 6% 17% 25% 25% 10% 17%

PARKERS (% of MA Parkers) 7% 7% 14% 10% 7% 3% -

SPEND (Value to MA) $56 $54 $72 $54 $93 -

1. Taxi 1. Drop off / 1. Taxi 2. Drop off / 1. Drop off / 1. Drop off / 1. Drop off / 1. Drop off / Pick up 2. Drop off / Pick up Pick up Pick up Pick up Pick up TOP 3 MODES 2. Bus/Coach/ Pick up 3. Park at 2. Bus/Coach/ 2. Bus/Coach/ 2. Bus/Coach/ 2. Bus/Coach/ 3. Shuttle 3. Bus/Coach/ Melbourne 3. Shuttle 3. Shuttle 3. Shuttle 3. Shuttle 4. Taxi 4. Shuttle Airport car 4. Taxi 4. Skybus 4. Taxi 4. Skybus park

RAIL (% considering to switch to rail) 29% 25% 45% 19% 24% 15% -

Expectations of rail: Rail is a solution to Traffic flow at the airport, competitive pricing with Sky Bus, closer to the terminal

192 Opportunities, current behaviour & future considerations

193 25%Looking at where you are now and where you could be

Size: 3% CURRENT: 20% $6.5M OPPORTUNITY: $32.4M

15% % Spender% 10% Size: 30% CURRENT: $16.2MIL OPPORTUNITY: Size: 17% $235MIL CURRENT: $12.6M 5% OPPORTUNITY: Size: 9% $166.7M Size: 6% CURRENT: CURRENT: $6.1M $1M OPPORTUNITY: OPPORTUNITY: $36M $83.4M 0% LOW VALUE HIGH N A X Australian New Gen Australian Premium O Oz Student I International F Foreign Experienced Holiday H Holiday B Business Families S S Student T Premium F Foreign VFR Maker Maker Traveller Traveller 194 5% of International Travellers parked at the Melbourne Airport Car Park

LIMOUSINE/ BUS/COACH/ NEARBY MELBOURNE CAR DROP OFF / TAXI UBER SKYBUS PERSONAL SHUTTLE CAR PARK AIRPORT RENTAL PICK UP DRIVER USAGE (%) 43% 15% 4% 14% 9% 4% 3% 5% 1% GROUND TRANSPORT $80 $156 - SPEND PER VISIT $89 $74 $59 $45 $120 $133 VALUE TO MA PER $1.1 $1.4 $0.5 $2.5 $1.5 $30 PASSENGER

TRAVEL GROUP SIZE Single(43%) Single(40%) Single(46%) Single(53%) Family(28%) Single(45%) Couple(37%) Family(33%) Single(41%)

MARKET CONSIDERATION OF 24% 22% 24% 20% 9% 5% 21% 4% 49% MODE • Drop • Rail • Uber • Rail • Uber off/Pick up • Park at • Drop • Drop • Drop off/Pick • Bus/Coach • Uber • Drop • Bus/Coach/ Melbourne off/Pick up off/Pick up /Shuttle • Park at off/Pick up Shuttle CONSIDER Airport car • Rail up • Skybus • Rail Melbourne • Uber • Uber park SWITCHING TO • Bus/Coach/ • Bus/Coac • Uber • Drop Airport car • Rail • Skybus • Drop Shuttle h/Shuttle off/Pick up park off/Pick up • Rail

PURPOSE Leisure Leisure Leisure Leisure Leisure Business Leisure Leisure Leisure (VFR) * VFR = visiting friends and relatives 195 * Value to MA per passenger is calculated from the revenue and PAX by Mode figures provided by the Ground Transport team Premium Families are high value parkers but you could lose them to rail

AUSTRALIAN NEW GEN AUSTRALIAN FOREIGN INTERNAT’L TOTAL HOLIDAY HOLIDAY BUSINESS PREMIUM PREMIUM EXPERIENCED OZ STUDENT STUDENTS MAKER MAKER TRAVELLER FAMILY TRAVELLER FOREIGN VFR

Size 17% 30% 9% 3% 8% 16% 10% 6% International Value 17% 24% 6% 12% 4% 24% 8% 5%

PARKERS (% of MA Parkers) 5% 8% 7% 8% 20% - - - 4%

SPEND (Value to MA) $90 $73 $89 $107 - - - $53

1. Drop off / 1. Taxi 1. Drop off / 1. Drop off / 1. Drop off / Pick up 1. Drop off / 1. Drop off / 1. Drop off / 2. Drop off / 1. Drop off pick up Pick up Pick up 2. Park at Pick up Pick up Pick up Pick up / Pick up TOP 3 MODES 2. Taxi 2. Taxi 2. Bus/Coac Melbourne 2. Bus/Coac 2. Taxi 2. Taxi 3. Limousine 2. Taxi 3. Bus/Coac 3. Bus/Coac h/Shuttle Airport h/Shuttle 3. Bus/Coac 3. Bus/Coach/ / personal 3. Bus/coach h/Shuttle h/Shuttle 3. Taxi car park 3. Skybus h/Shuttle Shuttle driver /Shuttle 3. Taxi

RAIL (% considering to switch to rail) 26% 19% 28% 40% 27% - - - 16%

Expectations of rail: Competitive pricing, closer pick up than Sky Bus and easy access to the terminal 196 What makes each terminal different

197 Terminal satisfaction ratings across journey touchpoints Satisfaction: Satisfaction: What do these ratings 0-6 7 7-10 T T T T mean? GROUND TRANSPORT 2 1 3 4 T FORECOURT T T T 1 2 3 4 T T T T OPERATIONS: CHECK IN 4 3 2 1 Acceptable SECURITY T T T T 1 3 2 4 T1 scored well on operational T T T T features of the airport – with the RETAIL 2 1 3 4 exception of baggage reclaim T DUTY FREE 2

FOOD AND BEVERAGE T T T T 2 1 3 4 T T T T GATE LOUNGE 4 1 2 3 T IMMIGRATION/EMIGRATION 2 T T COMMERCIAL, DWELL & DESIGN RECLAIM T T 2 1 3 4 Not Acceptable T CUSTOMS 2 T1 travellers are highly unsatisfied with the retail/F&B offerings and T T ARRIVALS CONCOURSE T T have rated it below average. 2 1 3 4 NOT ACCEPTABLE ACCEPTABLE

T T T T T1 T2 T3 T4 1 2 3 4

Base: All Travellers (n= 8859) 198 Q9. Based on your most recent visit to Melbourne Airport, please rate the following aspects of your experience: Who are the top 3 segments in each terminal?

NEW GEN CORPORATE YOUNG FOREIGN ROVING HIP-ENNIALS TOTAL HOLIDAY DOMESTIC BUSINESS FREQUENT RETIREES TRAVELLER FLYER MAKER LEISURE

Overall Size 6% 15% 20% 27% 13% 19% SEGMENT SIZES

Business/Premium T1 29% 29% 50% 21% 21% 22% 37% #3 #1 #2

Blend T3 25% 29% 32% 27% 25% 17% 23% #2 #1 #3

Leisure T4 46% 42% 17% 52% 54% 61% 40% #3 #2 #1

Base: Domestic Travellers [n=4277] 199 Q27 - Thinking of your most recent visit to Melbourne Airport, which terminal did you visit? by Domestic Segments % Spenders by terminal TOTAL T1 T3 T4

Size 29% 25% 46%

TERMINAL VIABILITY % SPENDERS and VALUE identified the focus terminals for Melbourne Airport RETAIL SPENDERS T1 had the highest % of retail spenders – a significant opportunity to invest in a quality RETAIL retail offering (% of spenders on Retail) 16% 19% 15% 15%

PARKING SPENDERS T1 had the highest % of parkers. PARKING Use this opportunity by further (% of spenders on Parking) 6% 8% 7% 5% educating them about your retail offerings!

A quick mention of discounts/promos when they book parking is a good start. FOOD & BEVERAGE 66% 52% 67% 75% (% of spenders on F&B)

DIGITAL (% engaged with Melbourne Airport 60% 60% 59% 61% digital offerings)

200 Quick look at some revenue figures

TOTAL T1 T3 T4

Size 29% 25% 46% T1 ranks second in overall revenue generated by domestic terminals. VALUE SNAPSHOT It is also the most frequently used terminal and this presents a significant Flights Per Year 5.6 5.1 4.4 opportunity to capture regular travellers.

Proportion Of Spenders 72% 63% 72% 78%

Despite having a lower % of spenders, T1 had a significant say in total revenue Parking Value $102.5 $36.5 $27.7 $38.2 (in Millions) T1 also appeals to the most premium (high income) segments – corporate frequent flyers and premium foreign travelers. Retail Value $16.1 $5.2 $2.2 $8.6 (in Millions) These segments are after efficient design and quality offerings. The redesign is a great opportunity to address these needs. F&B Value $74.8 $18 $18.8 $37.9 (in Millions)

201 TERMINAL T1 T3 T4

VALUE AND High Medium High OPPORTUNITY $59 MIL $ 48 MIL $ 84MIL (63% spenders) (72% spenders) (78% spenders)

TRAVELLER TYPE • Work-related purpose of • Work-related purpose • Travel on holiday (30%) travel (35%) of travel (28%) • Visiting • 5.6 flights per year • 5.1 flights per year friends/relatives (48%) • Travel group: • Travel group: • 4.4 flights per year Single(53%) Single(47%) • Travel group: Single(37%)

Taxi (17%), Get dropped Taxi (18%), Get dropped Dropped off (43%), TRANSPORT off/picked up (35%), off/picked up (36%), Bus/Coach/Shuttle (20%), Bus/Coach/Shuttle (14%) Bus/Coach/Shuttle (12%) Skybus (11%)

• Arrive 1-1hr30mins • Arrive 1-1hr30mins • Arrive 1-1hr30mins TRAVEL PATTERNS before flight (31%) before flight (33%) before flight (41%) • Check in at the airport – • Check in at the airport • Check in at the airport – Self-service check in – At a manned counter Self-service check in using kiosk (31%) (35%) using kiosk • Check in luggage via • Check in luggage via • (34%) self-service bag drop counter(56%) • Did not check in (46%) • Velocity Frequent Flyer luggage (43%) • Qantas Frequent Flyer (71%) • Qantas Frequent Flyer (80%) • Lounge members don’t (46%) • Lounge members spend spend time in the • Lounge members don’t 1-2 hours in the lounge lounge (53%) spend time in the (39%) • Destination: NSW lounge (89%) • Destination: NSW (25%) (23%),QLD(23%) • Destination: QLD (26%), TAS (15%), NSW (27%) 202 *Value is inclusive of revenue from Retail, F&B and Parking Domestic travellers on average, spent 30 mins on F&B – make sure they have a good experience!

TOTAL T1 T3 T4 Size 100% 29% 25% 46% Domestic F&B Experience Rating 6.7 6.5 6.5 6.9 VALUE SNAPSHOT

% Spenders 66% 52% 67% 75%

60-90 min 34% 60-90 min 31% 60-90 min 33% 60-90 min 36% Time arrived before flight 90-120 mins 21% 90-120 mins 22% 90-120 mins 24% 90-120 mins 20%

20-30 mins 17% 20-30 mins 18% 20-30 mins 15% 20-30 mins 17% Time spent browsing F&B 30-40 mins 14% 30-40 mins 12% 30-40 mins 15% 30-40 mins 12%

Cafés 52% Cafés 60% Cafés 60% Cafés 46%

Burgers 32% Salad / Health 54% Burgers 27% Burgers 35% Top categories Salad / Health 14% Burgers 42% Salad / Health 16% Juice / Bubble Tea 15%

Juice / Bubble Tea 13% Asian 41% Juice / Bubble Tea 12% Asian 15%

Base: Domestic Travellers [n=4277] Q75. How many minutes/hours before the scheduled time of the flight did you arrive at the Airport? Q85. Thinking of your last visit to Melbourne Airport, did you purchase any of the following? 203 Q113. Thinking of your most recent experience at Melbourne Airport, which of the categories did you buy food or a beverage from? Q116. Thinking of your most recent visit to Melbourne Airport, how much time did you have for a meal? Top F&B categories & brands by terminal

T1 T3 T4

1. CAFES [60%] 1. CAFES [60%] 1. CAFES [46%]

2. SALAD/HEALTH [54%] 2. BURGERS [27%] 2. BURGERS [35%]

Top Categories 3. BURGERS [42%] 3. SALAD/HEALTH [16%] 3. JUICE/BUBBLE TEA [15%] per terminal

4. ASIAN [41%] 4. JUICE/BUBBLE TEA [12%] 4. ASIAN [15%]

Base: Domestic Travellers [n=4277] 204 Q113. Thinking of your most recent experience at Melbourne Airport, which of the categories did you buy food or a beverage from?. Q128. What food and beverage brands (local / international) would you like to see at Melbourne Airport? Top Food and Beverage categories & brands in T2

T2

1. CAFES [52%]

2. BURGERS [35%]

Top Categories in T2 3. ASIAN [13%]

4. BARS [12%]

Wine bars Irish Pubs

Base: International Travellers [n=4582] Q113. Thinking of your most recent experience at Melbourne Airport, which of the categories did you buy food or a beverage from?. 205 Q128. What food and beverage brands (local / international) would you like to see at Melbourne Airport? People visiting lounges had a better experience – but also spent less

T1 T3 T4 LOUNGE USERS LOUNGE USERS LOUNGE USERS

11% 7% 4% 27% 34% 16%

53%

16%

39% 4% 89%

Less than 1 hour 1-2 hours More than 2 hours Non-lounge users

Visited airline Did not visit airline Visited airline Did not visit airline Visited airline Did not visit airline Dimension lounge lounge Dimension lounge lounge Dimension lounge lounge Lounge membership Lounge membership Lounge membership 36% [89%] 36% [11%] 21% [47%] 21% [53%] 7% [11%] 7% [89%] [usage] [usage] [usage] % Spenders 37% 68% % Spenders 39% 74% % Spenders 57% 78% Positive experience Positive experience Positive experience 67% 67% 72% 55% 74% 44% [7-10] [7-10] [7-10]

Base: Domestic Lounge Users [n=579] Q22. Thinking of the above end-to-end journey, how would you rate your overall experience? 206 Q82. Are you a member of an Airline Lounge? Q84: Thinking of your most recent trip to / from Melbourne Airport, did you spend time in an airline lounge? Q85. Thinking of your last visit to Melbourne Airport, did you purchase any of the following? TERMINALS SPECIALISED SERVICE OFFERINGS TOTAL T1 T3 T4

Size 100% 29% 25% 46% % OF TERMINAL WITH HIGH DESIRE FOR SERVICE Specialised & Personalised Services For People With 52% 54% 49% 52% Disabilities Quiet Room / Area – For Those With 50% 52% 47% 51% Special Needs Such As Autism Family Room – An Area For Families To Play / Watch Movies / 50% 49% 49% 51% Eat

Service / Help Desks On Airport To Guide Non-English Speaking 50% 53% 44% 50% Travellers

Lounges / Showers – For Kids And 49% 49% 47% 51% Adults

Express Service Through The 46% 45% 45% 47% Terminal For Families With Kids

Outdoor Kids Area e.g. Mcdonald's 40% 40% 38% 42% Playground

Nanny Service For Parents 34% 32% 35% 36% Travelling With Kids

207 Base: Domestic Travellers (n=4277) Q143. Which of the following services would you be interested in utilising at Melbourne Airport? Kristy Ihle | Managing Director

Asia-Pacific | Europe | America 15 York Street South Melbourne VIC 3205 Australia

p +613 8060 7202 e [email protected]

w www.thinkglobalresearch.com t www.twitter.com/THINKGR i http://Instagram.com/thnkglobal