The Universal Brand Experience


Airports, a growing global arena for brands

JCDecaux wanted to find out how passengers experience brand communication in airports and commissioned a preliminary study in France in 2010, working with OpinionWay. Following these initial findings, JCDecaux launched a worldwide research study, to better understand how passengers live the Airport Experience across the globe. The study also investigated the role of advertising in creating added value for brands in a world of increasing communication channels ranging from premium giant formats, digital and mobile devices to earned media.


* Research conducted in 2010 or 2011 with similar methodologies


Sources : Airbus Global Market Forecast - December 2009 - ACI 2009 trafic forecast - * Revenue Passenger Kilometres


Key figures - Global air travel forecast (source Airbus GMF 2011)

  1. Passenger traffic will double in the next two decades: from 5 billion passengers/year in 2010 to 11 billion in 2030)
  2. In 2030, 44 million passengers will fly daily (vs 14 million in 2011)
  3. Passenger aircraft fleet will grow from 15,000 in 2011 to 31,500 by 2030
  4. Nearly three quarters of the world's air traffic passes through just 114 airports (out of more than 2,300) and there will be over 150 new airports by 2030
  5. This is nearly one new airport opening every 6 weeks between 2011 and 2030