Facts & Figures 2017
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Facts & figures 2017 Connecting brands to the world at Amsterdam Airport Welcome to Schiphol Media Content Welcome to Schiphol Media’s Facts & Figures brochure 2018, which 1. Amsterdam Airport Schiphol 4 5. Lounges 26 contains our final statistics for 2017. As you look through the pages, Traffic 6 Lounge 1 28 you will find the passenger numbers and demographics that show – Top 5 European Airports 6 Lounge 2 30 why the airport is such an ideal place to advertise. – Historic overview 6 Lounge 3 32 – Passenger numbers 6 Lounge 4 34 – Departing passengers per month 6 – Arriving passengers per month 7 6. Piers 36 – Total number of passengers per month 7 Destinations 8 Pier B 38 – Destination continent 8 Pier C 39 – Airports of destination 8 Pier DI 40 – Country of destination 8 Pier DII 41 Pier EI 42 2. Reaching a captive audience 10 Pier EII 43 Pier FI 44 3. Passenger profile 12 Pier FII 45 Pier GI 46 Business travelers 13 Pier GII 47 Leisure travelers 14 Pier H 48 Education & Income 15 Pier M 49 4. Area profile 16 7. Rates 2018 50 Terminal overview 18 List of terms 60 Map overview 19 A world of possibilities 20 Overview of advertising areas 22 Jan Dellaert square 23 Schiphol Plaza 24 Passengers per check-in 25 3 As you can see, Amsterdam Airport Schiphol again surpassed its previous record by hosting a grand total 68.4 of 63.5 million passengers in 2016. In fact, Schiphol has million passengers grown to become the 3rd largest airport in Europe, and is now the fastest-growing airport in Europe. It’s also the 4th largest international airport and the 2nd most important in terms of hub connectivity. Altogether, it’s a pretty high score – and we’ll continue to aim high Dwell time: in 2017. All facts and figures are based on Schiphol’s 146 minutes Continuous Research 2016, unless otherwise stated. Departing passengers Top 3 destination countries in % Age in % Type of passengers in % 12 24 62 21 20 16 7 7 38 11 34.2 million 7 GB ESP USA 0-20 21-30 31-40 41-50 51-60 >60 Origin Transfer 1. Amsterdam & Destination Arriving passengers Top 3 countries of residence in % Reason for travel in % Gender in % Frequency of flying Other Airport 33 29 62 59 41 3.6 million times a year Schiphol 34.2 10 9 via Schiphol NL UK USA Business Leisure Male Female 5 Traffic Top 5 European airports Departing passengers per month in millions Arriving passengers per month in millions 4 4 million passengers a year Growth in % London (Heathrow) 78.0 + 3.0% 3.5 3.5 3 3.3 3 3.2 3.2 3.1 3.1 3.1 3.1 3.1 3.1 3.1 3.0 Paris (Charles De Gaulle) 69.4 + 5.4% 2.9 2.6 2.6 2.6 2.5 2.5 2.4 Amsterdam Schiphol Airport 68.4 + 7.9% 2 2 2.3 2.2 2.2 2.1 Frankfurt 64.5 + 6.2% Istanbul (Atatürk) 63.7 + 5.8% 1 1 Source: ACI World Airport Traffic Report 2016 0 0 Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec Historic overview per year, in millions 2009 2010 2011 2012 2013 2014 2015 2016 2017 Total number of passengers per month in millions Departing 21.8 22.5 24.8 25.5 26.3 27.5 29.2 31.8 34.2 7 Arriving 21.7 22.7 24.9 25.5 24.9 27.5 29.1 31.7 34.2 6.8 6.7 Total 43.5 45.2 49.7 51.0 52.6 55.0 58.3 63.5 68.4 6 6.3 6.2 6.2 5.9 6.2 5 5.2 5.1 4.9 4.5 Passenger numbers per passenger type, in millions 4 4.3 O&D Transfer Total 3 Departing 21.6 12.6 34.2 Arriving 21.5 12.7 34.2 2 Total 43.1 25.3 68.4 1 0 Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec 6 7 Destinations Destination continent Airports of destination - Top 5 Airports of Destination North Europe America Asia 71% 7.0% 9.9% Middle East Dublin 1.6% London (Heathrow) 2.5% 3.5% Paris (CdG) 1.8% Africa Barcelona 2.0% Central/South 4.1% America Rome 1.6% 4.6% Total number of destination airports: 322 Country of destination - Top 3 country of destination UK 12% Spain 7% USA 7% 8 A large majority of our passsengers say that advertisements suit the airport environment Reaching a captive audience Travelers are happy to see advertising Advertising Awareness When asked to what extent they agreed with various statements, Have you seen any advertisements Where did you see advertisements? passengers replied as follows: at the airport? The advertisements suit The advertisements are noticeable the airport environment at this airport 2010 2012 2010 2012 Totally agree 10% Totally agree 14% Definitely 58.0% 75.0% Before check-in 53.0% 64.0% Agree 74% Agree 69% Probably 28.0% 7.0% During check-in 64.0% 53.0% Neither agree nor disagree 12% Neither agree nor disagree 12% Disagree 3% Disagree 5% Definitely not 14.0% 18.0% After security 75.0% 89.0% 2. Reaching Totally disagree 1% Totally disagree 0% dvj Insights campaign research 2012 Most passengers think advertising fits well Most passengers think that the Average time spent at Schiphol in minutes within the airport environment 84% advertisements are very noticeable 83% a captive Travel time to Schiphol Landside Lounge Pier/Gate Total Local boarding passengers 63 min. 30 min. 44 min. 73 min. 210 min. Transfer passengers 102 min. 86 min. 188 min. 16 84 17 83 audience dvj Insights campaign research 2012 Source: Schiphol Continuous Research 2015 10 11 19.9 million passengers Business travelers Type of passengers in % Top 3 airlines Use of Pier in % Average duration Frequency of flying 55 19 18 17 45 14 11 9 8.8 6.3 8 3 2 days at times a year destination via Schiphol Origin Transfer KLM EasyJet Delta B C DI DII E F G H M 3. Passenger & Destination Air Lines Top 3 destination countries in % Purpose in % Gender in % Age in % Position in % 10 27 27 profile 9 9 11 89 75 25 49 51 19 18 3 6 GB GER USA Congress Work Male Female 0-20 21-30 31-40 41-50 51-60 >60 Decision-maker Other 12 13 42.5 million passengers Leisure travelers Type of passengers in % Use of Pier in % Top 3 airlines Average duration Frequency of flying 65 17 16 14 13 12 11 10 35 13.4 2.1 days at times a year 4 4 destination via Schiphol Origin Transfer B C DI DII E F G H M KLM Transavia EasyJet & Destination Top 3 destination countries in % Gender in % Age in % Traveling party in % Traveling children in % 16 With partner/family 21 0-1 year 10 27 Group 2-5 years 28 Relatives/friends 6-12 years 9 1 Alone 12-17 years 51 49 39 26 7 18 16 16 14 39 30 9 GB ESP USA Male Female 0-20 21-30 31-40 41-50 51-60 >60 Source: Continuous Holiday Research 2010 14 Characteristics Free time Media consumption Holiday behavior Flying behavior Typical family flyers Age 30-50 Reading books Nickelodeon, NPO 1, SBS 6, parents (or reading to children) Disney Channel and RTL 4 78% 39% 16% holiday travel agency sometimes fly 2 times Eating with Radio 538, NP O, 3FM, on business average income, friends and family SkyRadio and Qmusic or higher Zoo Regional newspapers, >€ Semi-detached visits with family Reformatorisch Dagblad and AD 18% 1000 56% city trip annual holiday fly from Schiphol or terraced house expenditure BBQ Wij Jonge Ouders, Ouders van Nu, 1.4 19% 7,000 Autoweek, LINDA, Voetbal million households of all passengers at Schiphol Privium International and Donald Duck Sport At Schiphol Destinations Turkey, France, Eastern The Netherlands, Online media 83% are online every day Shop at Brand preferences 83% 54% 91% 51% Europe, the Netherlands Great Britain / use catering facilities intend to use shops visit shops buy items at Schiphol and Germany Ireland and Austria Coolcat, Zalando, WE, Vingino, Pall Mall, G-star, Tommy Hilfiger, 81% 71% 21% C&A and H&M Benetton, Sisley, PME Legend and Esprit Motivational Purchase motives Obstacles smartphone tablet smart TV " Schiphol should offer Zalando, Van Dalen, UGG, Van Bommel, Converse, distractions and 34% 53% Nelson and Van Haren Ecco and Tamaris entertainment" "To ease the wait / out of boredom" "l didn't need anything" Schiphol Parking 2-year spend: €122 Transport to Schiphol Top 3 channels preparing for journey Intersport, Perry Sport Vichy, Hugo Boss, Kenzo, Esprit, and Sport 2000 L’Oreal Paris and Maybelline " There needn't be any 30% 44% exclusivestores" "l needed a specific product" "Prices too high" 25% 33% 42% 36% 33% Hema, ICI Parix XL Johnnie Walker whisky, Licor 43 use Schiphol Parking dropped off by car Google search Schiphol website Travel organization's and Douglas and craft beers website Ikea, the Bijenkorf " l want to be surprised by a 24% 18% 70% use P3 17% and Hema unique shopping selection" "l wanted to buy myself something nice" "Inconvenient to take with me" (long-stay parking) train 16 17 Characteristics Free time Media consumption Holiday behavior Flying behavior Luxury frequent flyers Age 45-75 Exhibitions NPO 1, NPO 2, NPO 3 (head of household) and museums and RTL 4 81% 40% 23% holiday travel agency sometimes fly Or without Theatre NPO Radio 4, Classic FM, BNR on business childeren visits Nieuwsradio and NPO, Radio 1 and 2 >2x average Classical NRC Handelsblad, Het Financieele Dagblad, >€ income, music concerts De Volkskrant and regional daily newspapers 22% 3000 69% city trip annual holiday fly from Schiphol expenditure Own a home Reading books Volkskrant Magazine, Quote, 586 15% 17,000 detached house Vrij Nederland, Elsevier, ELLE thousand households of all passengers at Schiphol Privium Decoration and Reizen Magazine Going for walks At Schiphol Destinations South-East Asia, Middle/South Online media 79% are online every day Shop at Brand preferences 82% 47% 85% 45% the Middle East, America, the use catering facilities intend to use shops visit shops buy items at Schiphol Portugal, ltaly and France Canaries and Austria The Bijenkorf, C&A Marc O'Polo, State of Art, Hugo Boss, 66% 68% 19% 68% and exclusive stores Tommy Hilfiger and G-Star Motivational