February 2012, Markör Marknad & Kommunikation AB

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1 Swedavia Travel survey: Stockholm Arlanda Airport 2011 February 2012, Markör Marknad & Kommunikation AB Markör Örebro Markör Stockholm Box 396, Örebro Box , Stockholm Tel: , Fax: Tel: , Fax:

2 Table of Contents Introduction... 3 Background... 3 Purpose and aim... 3 Method... 3 Target group and sample... 3 Questions... 4 Field work... 5 Conducted interviews... 5 Staffing... 5 Quality control... 6 Weighting... 6 Percentage of answers and non-response... 7 Reliability in the results... 7 Appendix

3 Introduction Background Swedavia Stockholm Arlanda has for over ten years carried out a Travel survey at Arlanda airport. The Survey has been carried through by Markör Marknad Kommunikation AB, since quarter 2, Markör has been responsible for the assignments included in this project such as planning, fieldwork, database management and statistical processing. Purpose and aim The Travel survey has several purposes and aims. The main objective with the Travel survey is to supply the route development function at Arlanda, regarding knowledge in the travel and the travellers. The result of the survey is used as a basis in the work of developing the network of Arlanda. For instance, the data from the survey is analyzed in order to identify the potential of new direct lines to/from Arlanda. Further uses of the survey results are as a foundation for the commercial development of the airport. The information from the survey is also used as a base during environmental calculations. Method Target group and sample The target group for the survey is from quarter 2, 2006 departing air travellers from Arlanda to a number of destinations specified by Swedavia. The interviews are as of quarter 2, 2006 carried out at the gate. Before quarter 2, 2006 the interviews were accomplished using a random sample in connection with the security check. The target group then, was all departing travellers. Both target group definitions mean that people who make several trips, can be interviewed more than once. It is the individual journey, not the traveller that is registered. A person who gets selected for an interview at more than one occasion has therefore been asked to answer questions regarding the current journey at every occasion. 3

4 Questions The following questions are included in the survey: Gender and age Final destination (airport) Direct flight or transfer at another airport Transfer airports to final destination Purpose with the trip (private trip, business trip, business trip partly private) Type of ticket Home country Home town (for those living in Sweden) Number of nights the traveller is away Transport to Arlanda (last mode of transport) If arrived at the airport in an environmentally rated car (from July 2008) Starting point (town/city) for the trip to Arlanda Number of trips to the final destination the past 12 months Number of domestic flights from Arlanda the last 12 months Number of international flights from Arlanda the last 12 months Time of arrival to Arlanda airport How the respondent checked in Finally, the travellers get to answer a number of commercial questions: Visit to café/restaurant to eat/drink at Arlanda Ate/drank/in the unit or take away Type of food/drink Amount (SEK/Euro/Dollar) for the purchase Visit to shop/store Purchase in shop/store Type of product for the purchase Amount (SEK/Euro/Dollar) for the purchase 4

5 Field work The Travel survey was accomplished through personal interviews with departing travellers. The travellers were selected at random and interviewed at the gates before departures. The field staff read the questions out loud and the passengers answers were registered in their PDA's. The fieldwork at Arlanda was carried out every day January throughout December The shifts were planned with the ambition to interview a representative sample of departing passengers to screened destinations. The interview process in the terminals was carried out during scheduled shifts around the clock, but with the main focus between am and pm. The interviewers were often working simultaneously, however in different terminals and piers. The planning and scheduling of the fieldwork was made months in advance and were based on the information from Swedavia regarding flights departure (timetables), travel patterns from previous years and the destinations included in the sample. Conducted interviews As the final destination for the travellers vary more among international travellers than among domestic travellers and the international destinations are larger in number, more interviews are carried out in the international terminals than in the domestic terminals. January throughout December interviews in total were carried out international and domestic. The percentage of answers was 86. Staffing The fieldwork of the Travel survey is accomplished by Markör s subcontractor Protoma Research AB. Protoma s staff has conducted the interview process for this survey since six years and many of their staff members now have extensive experience of the project. Most interviewers are regularly working with the survey, among other things to be able to rapidly cover for the need of field staff in case of illness or change of staff. In order to get variation in the daily tasks, the ambition has also been to have the field staff working with other projects. All planning, scheduling and staff management of the field work is managed by Markör. Before each month the field staff are informed by the field manager at Markör of what shifts they work and what destinations are to be surveyed. New field staff undergo training at Markör and are also trained at the terminals at Arlanda. For instance new field staff accompany an experienced interviewer during at least one shift at Arlanda. The field staff are also trained regularly within the project at Markör. The field staff always have the opportunity to contact the field manager at Markör directly to get support by phone during the shift. 5

6 Quality control The interview results which are registered in the PDA s are sent daily from Arlanda to Markör via a so-called FTP-server. At the end of each month the timetables are updated in the PDA s and data files from the past month are processed, compiled and quality controlled. The result of the survey is weighted quarterly to the passenger statistics from Swedavia. The final result is processed in order to be loaded to the software QlikView which is used by Swedavia for their internal analysis of the results. Quality control of the result of the survey is performed regularly. As an example the selection is controlled by comparing the amount of completed interviews per destination to the actual amount of travellers to the same destination. The field work is also followed up by checking the amount of interviews per interview shift to see that a sufficient amount of interviews are conducted. Weighting The compiled and processed results of the survey are quarterly compared on a weighted basis to passenger statistics from Swedavia of the actual amount of passengers. Weighting of the interview base was until quarter 1, 2006 made in such a way that all interviews for a certain flight during a quarter were weighted to the total amount of passengers on the flight during the quarter. From quarter 2, 2006 the results of the survey are weighted quarterly to the statistics from Swedavia on the amount of passengers per airline and destination. 6

7 Percentage of answers and non-response Tabel 1. Percentage of answers per traveller category. International Domestic Total Number Percent Number Percent Number Percent Contact attempts Denial , , ,9 Shortage of time ,1 81 0, ,1 Language ,6 74 0, ,3 Other 491 0,5 38 0, ,4 Conducted interviews , , ,2 Reliability in the results As there is a large amount of interviews accomplished for this survey, the reliability is generally very high. On the other hand, the guarantee is reduced as the analysis gets more detailed. It is best to be aware of this when drawing conclusions of the analysis based only on a few interviews. Appendix Cross tables Tables: 10 most frequent destinations per continent Basis for presentation 7

8 Cross tables Gender Age Category Ticket class Purpose with the trip Number of trips per year The hole year of 2011 Ekonomy International Don't Total Man Woman Domestic class/flight First class Charter Private Business 1 trip/year 2-5 trips/year +6 trips/year Number scheduled International charter know chair Base unweighted Gender Man Woman Total Age Total Category Domestic Internatinal scheduled Internatinal charter Total Ticket class Ekonomy class/flight chair First class Charter Don't know Total Purpose with the trip Private Business Number of trips per year Total trip/year trips/year trips/year Total

9 The hole year of 2011 Percent Gender Man Woman Age Category Domestic Total Gender Age Category Man Woman Domestic International scheduled Ekonomy International charter class/flight chair Ticket class Purpose with the trip Number of trips per year First class Charter Don't know Private Business 1 trip/year 2-5 trips/year +6 trips/year International scheduled Ticket class Purpose with the trip Number of trips per year International charter Ekonomy class/flight chair First class Charter Don't know Private Business 1 trip/year 2-5 trips/year +6 trips/year

10 10 most frequent destinations per continent 2011 Africa Destination Direct to Transfered to Total Final destination Continuing 1 Hurghada Johannesburg Addis Abeba Marrakech Sharm El Sheikh Cape town Nairobi Agadir Cairo Marsa Alam Asia Destination Direct to Transfered to Total Final destination Continuing 1 Bangkok Beijing Phuket Doha Dubai Krabi Singapore Hong Kong Tehran Delhi Europe Destination Direct to Transfered to Total Final destination Continuing 1 London Frankfurt Amsterdam Paris Munich Zurich Berlin Barcelona Vienna Istanbul North America Destination Direct to Transfered to Total Final destination Continuing 1 New York Chicago Los Angeles San Francisco Boston Washington Toronto Miami Orlando Seattle

11 Scandinavia Destination Direct to Transfered to Total Final destination Continuing 1 Copenhagen Oslo Helsinki , Bergen Reykjavik Trondheim Vaasa Turku Stavanger Tampere Oceania Destination Direct to Transfered to Total Final destination Continuing 1 Sydney Melbourne Perth Auckland Brisbane Adelaide Christchurch Canberra Wellington Cairns South America Destination Direct to Transfered to Total Final destination Continuing 1 Sao Paulo Santiago Buenos Aires Rio de Janeiro Lima Bogota Quito Montevideo Brasilia Fortaleza

12 Travel survey Arlanda 2011 Markör Marknad & Kommunikation AB

13 The survey Personal interviews in the gates with departing passengers to specified destinations The fieldwork was carried out every day between 04:30 am och 23:30 pm The answers of the survey were registered with PDA s. The results are weighted to passenger statistics from Swedavia In total interviews were conducted in 2011 The percentage of answers was 86 percent 2

14 Travelling in total direct and transfer The total number of departing travellers from Arlanda 2011: Direct 82% Transfer 18% 3

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