IMPACT

Hobart Airport’s vision is to continue to be a key driver of Tasmania’s successful tourism, freight, and local business sectors.

Hobart Airport has had a growth in passenger numbers in recent years, welcoming 2.5 million passengers in 2023, and 3.5 million passengers are expected by 2030. For this reason, they have embarked on a terminal expansion project to offer an improved experience and to cater for projected domestic and international passenger growth.

This $200 million terminal upgrade to double the terminal footprint means more space, more food & beverage, and more retail options for the travelling public.

OVERVIEW

As part of this expansion, Hobart Airport was keen to gain an in-depth understanding of their travellers, so the terminal could truly reflect their needs and wants while providing a distinctly Hobart and Tasmanian experience.

THINK conducted a robust segmentation of Hobart Airport’s travellers, covering domestic, international, local, and interstate passengers. Speaking with over 2,000 travellers, THINK was able to profile, define and size the key traveller segments, allowing the airport to understand the size and value of each service line.

The research also uncovered opportunities across the airport landscape, guiding efforts for the terminal expansion with the aim of creating an engaging traveller experience. As a key aspect of the design process, we tested services desired by travellers for the forthcoming expansion.

With the objective to align these opportunities with segment insights, THINK crafted a detailed journey map. This end-to-end journey map pinpointed areas where the airport could enhance the traveller experience, encompassing food and beverage options, ground transportation facilities, retail offerings, and other vital touchpoints.

To integrate the segmentation and journey mapping analyses, THINK organised and led a workshop involving key stakeholders from Hobart Airport to leverage their expertise. This collaborative session produced an action plan, which allocated actions to solve customer pain points and priorities in the short, medium, and long-term, ensuring a customer-led and centred strategy.

As the terminal expansion begins this year, Hobart Airport is equipped to harness traveller data effectively to guide its expansion and provide the most compelling experience and offering right now and once the terminal is complete in 2027.

METHODOLOGY

Segmentation; Traveller journey mapping; Workshopping; Qualitative analysis; Quantitative analysis; Online surveys; Strategic recommendations; Action planning.

FOR THOSE THAT LIKE THE DETAILS

Visit Hobart Airport’s website