“Our working relationship with TH?NK has spanned over 10 years with traveller segmentation at the core of every strategic move here at the airport. TH?NK’s insights have helped us understand who our travellers and align the right retail and food and beverage offerings, along with identifying new brand, product and service opportunities to commercializing the airport offer. It's exciting to see the changing trends and emerging traveler segments bi-annually that inform and shapes the airport strategy.”

ANDREW GARDINERCHIEF OF RETAIL, MELBOURNE AIRPORT
IMPACT

2 million international and domestic travellers flying in one month and growing! Melbourne Airport is Australia’s second largest airport in Australia.

OVERVIEW

Think has spoken to over 1 million international and domestic travellers in the last 10 years to understand their distinct needs and co-create the ideal passenger experience.

Utilising the voice of the traveller to co-create the ideal traveller experience with the customer led design has seen the evolution of Melbourne Airport, including Terminal 4; T2 luxury Precinct, Terminal 2, Parking, Airport link (rail) and the on-going desire to be a world class airport that Melbournians can be proud of.

The incremental segmentation studies undertaken are based on ALL airport services including Retail, F&B, Parking, Digital and Operations.

It allowed Melbourne Airport understand the size and value of each service line and also quantifies behavior across the end to end journey and then to prioritise investment and tailor services and process to their target segments.

METHODOLOGY

Market Segmentation; Journey Mapping; Focus Groups; complete customer experience (like & dislikes), Insights analysis and reporting; Strategy workshop; Data validation; Co-creation; Go-to-Market Strategy, Brand Health, opportunities.

FOR THOSE THAT LIKE THE DETAILS

Visit the Melbourne Airport website.