“We are certainly doing business 'unusual' at the moment, and as a business we are adapting daily. In my 40 years in aviation, I have never seen anything like this before. However, I’m confident that our industry will bounce back. Our industry is resilient and our people are too. After the crisis will come the recovery.”

LYELL STRAMBICEO, MELBOURNE AIRPORT
IMPACT

Melbourne Airport’s Bounce Back team was working to understand the impact of COVID-19 on their travellers and their future travel intentions at over a 12 month period.

OVERVIEW

Building upon existing segmentation data and the airport visitors’ database, THINK identified Melbourne Airport’s new priority segments since COVID-19, and how their future travel intentions have changed.

 

THINK spoke to over 20,000 international and domestic travellers for one year to track and re-calibrate the size and travel propensity of priority segments, identify who would travel now that restrictions are easing, what are their destinations of choice, what would encourage them to fly, key motivations/barriers to travel, what does the new traveller journey look like now (on/off airport) and travellers’ sentiment.

 

After 3 waves, THINK developed a go-to-market strategy, identifying Melbourne Airport’s priority action-items to increase traveller confidence, including what the traveller’s needs were, the impact international travellers and business travellers will have on different business units of Melbourne airport and a marketing and comms plan that talks to the future of travel.

METHODOLOGY

Journey Mapping, Segmentation, Market Sizing, Passenger Forecasting, Propensity to Travel, COVID -19 Mindset and Belief Metrics.

FOR THOSE THAT LIKE THE DETAILS