IMPACT

Brisbane Airport, is a bustling hub for domestic and international travellers. With its modern facilities and three terminals, it offers a seamless travel experience. The airport boasts a range of amenities, including diverse retail options, dining establishments, and duty-free shopping, ensuring a convenient journey for passengers.

OVERVIEW

Brisbane Airport teamed up with THINK Global Research for a segmentation study of more than 8,000 travellers and visitors. Through this study, key traveller segments (both international and domestic) and visitors to the airport were identified, unveiling valuable insights regarding spend across business units, off airport expenditure, media usage, motivations, and their overall experience across each airport touchpoint.

Along with the large-scale segmentation, THINK ran in-depth conversations and focus groups with travellers to better understand their airport experience. This allowed for richer persona development and journey mapping to understand the why behind traveller behaviour.

To meet the needs of Brisbane Airport travellers and visitors, THINK implemented the ‘Jobs to be Done’ framework. This was tailored to provide practical recommendations on improving airport design and  experience for each segment’s unique needs and expectations.

THINK was also considerate of emerging markets when providing strategic recommendations, allowing Brisbane Airport to prioritise segments that presented the greatest opportunities over the next 10 years.

METHODOLOGY

Customer Journey Mapping; Focus Groups; Segmentation; Quantitative Analysis; Customer Profiling; Market Size; Strategic Recommendations; Jobs to be Done Framework; Gap Analysis.

FOR THOSE THAT LIKE THE DETAILS

Visit the Brisbane Airport website