Swedavia Travel survey: Stockholm Arlanda Airport 2011 February 2012, Markör Marknad & Kommunikation AB Markör Örebro Markör Stockholm Box 396, 701 47 Örebro Box 921 39, 102 08 Stockholm Tel: 019-16 16 16, Fax:019-16 16 17 Tel: 019-16 16 16, Fax: 08-716 83 81 info@markor.se www.markor.se
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... 7 2
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, 2006. 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
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
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 2010. 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 04.30 am and 11.30 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 2011 102 458 interviews in total were carried out. 93 085 international and 9 373 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
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
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 108407 100 10428 100 118835 100 Denial 9770 9,0 862 8,3 10 632 8,9 Shortage of time 1173 1,1 81 0,8 1 254 1,1 Language 3888 3,6 74 0,7 3 962 3,3 Other 491 0,5 38 0,4 529 0,4 Conducted interviews 93085 85,9 9373 89,9 102 458 86,2 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
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 16-19 20-25 26-34 35-49 50-64 +65 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 102458 57277 45181 2857 10847 21168 34278 24961 8291 9394 83529 9535 91757 2262 8029 376 62371 40070 31850 40318 30129 Gender Man 5051880 116996 431160 988531 1816482 1319034 376238 1262142 3195514 594224 4558177 104701 369100 17570 2580232 2470685 1291822 1812054 1937767 Woman 4237914 165307 563568 820563 1265079 1010426 410213 1058928 2529616 649370 3741542 41662 433784 19332 3067061 1169479 1235711 1819209 1173243 Total 9289795 282303 994729 1809095 3081561 2329460 786451 2321070 5725131 1243594 8299719 146363 802883 36902 5647293 3640164 2527533 3631263 3111010 Age 16-19 282303 116996 165307 78189 152370 51744 245612 518 34188 1985 263012 19291 104676 127876 48554 20-25 994729 431160 563568 244870 621077 128782 924044 3469 64488 2728 841766 152963 333292 431285 228832 26-34 1809095 988531 820563 402263 1228314 178518 1703729 18676 82628 4004 1095996 713099 558124 672838 574558 35-49 3081561 1816482 1265079 791136 1917305 373120 2770473 62822 232817 15357 1397262 1684299 779799 1080839 1216818 50-64 2329460 1319034 1010426 631772 1364660 333029 2034700 50194 233510 10852 1348144 981316 524795 907825 893233 +65 786451 376238 410213 170228 438363 177860 618475 10684 155221 1974 698799 87652 226152 410034 148206 Total 9283599 5048441 4235157 2318457 5722089 1243053 8297032 146363 802853 36902 5644978 3638621 2526837 3630696 3110201 Category Domestic 2321070 1262142 1058928 78189 244870 402263 791136 631772 170228 2295465 8057 4162 11415 1182326 1137439 297399 807703 1207178 Internatinal scheduled 5725131 3195514 2529616 152370 621077 1228314 1917305 1364660 438363 5421845 134745 143195 23761 3394681 2329508 1852894 2189627 1672486 Internatinal charter 1243594 594224 649370 51744 128782 178518 373120 333029 177860 582408 3562 655526 1727 1070286 173217 377240 633932 231347 Total 9289795 5051880 4237914 282303 994729 1809095 3081561 2329460 786451 8299719 146363 802883 36902 5647293 3640164 2527533 3631263 3111010 Ticket class Ekonomy 8299719 4558177 3741542 245612 924044 1703729 2770473 2034700 618475 2295465 5421845 582408 4806176 3493543 2211178 3137711 2934801 class/flight chair First class 146363 104701 41662 518 3469 18676 62822 50194 10684 8057 134745 3562 40126 106237 40283 40078 65669 Charter 802883 369100 433784 34188 64488 82628 232817 233510 155221 4162 143195 655526 789095 13789 268097 439923 94468 Don't know 36902 17570 19332 1985 2728 4004 15357 10852 1974 11415 23761 1727 11035 25867 7725 13368 15769 Total 9285867 5049547 4236320 282303 994729 1809038 3081469 2329256 786355 2319099 5723546 1243223 5646430 3639437 2527283 3631080 3110706 Purpose with the trip Private 5647293 2580232 3067061 263012 841766 1095996 1397262 1348144 698799 1182326 3394681 1070286 4806176 40126 789095 11035 1852423 2591168 1190690 Business 3640164 2470685 1169479 19291 152963 713099 1684299 981316 87652 1137439 2329508 173217 3493543 106237 13789 25867 675110 1040095 1920321 Number of trips per year Total 9287458 5050917 4236541 282303 994729 1809095 3081561 2329460 786451 2319765 5724190 1243503 8299719 146363 802883 36902 2527533 3631263 3111010 1 trip/year 2527533 1291822 1235711 104676 333292 558124 779799 524795 226152 297399 1852894 377240 2211178 40283 268097 7725 1852423 675110 2-5 trips/year 3631263 1812054 1819209 127876 431285 672838 1080839 907825 410034 807703 2189627 633932 3137711 40078 439923 13368 2591168 1040095 +6 trips/year 3111010 1937767 1173243 48554 228832 574558 1216818 893233 148206 1207178 1672486 231347 2934801 65669 94468 15769 1190690 1920321 Total 9269806 5041643 4228163 281106 993410 1805520 3077455 2325853 784391 2312281 5715007 1242519 8283689 146030 802487 36862 5634280 3635526 8
The hole year of 2011 Percent Gender Man Woman Age 16-19 20-25 26-34 35-49 50-64 +65 Category Domestic Total Gender Age Category Man Woman 16-19 20-25 26-34 35-49 50-64 +65 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 54 41 43 55 59 57 48 54 56 48 55 72 46 48 46 68 51 50 62 46 59 57 45 41 43 52 46 44 52 45 28 54 52 54 32 49 50 38 3 2 4 3 3 4 3 0 4 5 5 1 4 4 2 11 9 13 11 11 10 11 2 8 7 15 4 13 12 7 19 20 19 17 21 14 21 13 10 11 19 20 22 19 18 33 36 30 34 34 30 33 43 29 42 25 46 31 30 39 25 26 24 27 24 27 25 34 29 29 24 27 21 25 29 8 7 10 7 8 14 7 7 19 5 12 2 9 11 5 25 25 25 28 25 22 26 27 22 28 6 1 31 21 31 12 22 39 International scheduled 62 63 60 54 62 68 62 59 56 65 92 18 64 60 64 73 60 54 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 13 12 15 18 13 10 12 14 23 7 2 82 5 19 5 15 17 7 89 90 88 87 93 94 90 87 79 99 95 47 85 96 87 86 94 2 2 1 0 0 1 2 2 1 0 2 0 1 3 2 1 2 9 7 10 12 6 5 8 10 20 0 3 53 14 0 11 12 3 0 0 0 1 0 0 0 0 0 0 0 0 0 1 0 0 1 61 51 72 93 85 61 45 58 89 51 59 86 58 27 98 30 73 71 38 39 49 28 7 15 39 55 42 11 49 41 14 42 73 2 70 27 29 62 27 26 29 37 34 31 25 23 29 13 32 30 27 28 33 21 33 19 39 36 43 45 43 37 35 39 52 35 38 51 38 27 55 36 46 29 34 38 28 17 23 32 40 38 19 52 29 19 35 45 12 43 21 53 9
10 most frequent destinations per continent 2011 Africa Destination Direct to Transfered to Total Final destination Continuing 1 Hurghada 27628 0 27628 27628 0 2 Johannesburg 0 21084 21084 15264 5820 3 Addis Abeba 17049 3164 20213 8808 11404 4 Marrakech 11234 408 11642 11505 137 5 Sharm El Sheikh 9497 140 9637 9594 42 6 Cape town 0 9493 9493 9248 245 7 Nairobi 0 8957 8957 7069 1888 8 Agadir 8292 109 8401 8401 0 9 Cairo 725 5200 5925 5438 487 10 Marsa Alam 5851 0 5851 5851 0 Asia Destination Direct to Transfered to Total Final destination Continuing 1 Bangkok 110947 63845 174792 108724 66068 2 Beijing 74664 18945 93609 49128 44481 3 Phuket 64727 14036 78763 77665 1098 4 Doha 67687 650 68337 7692 60645 5 Dubai 13047 20246 33293 30046 3246 6 Krabi 21030 6119 27149 27149 0 7 Singapore 0 25506 25506 16126 9379 8 Hong Kong 0 24860 24860 17391 7470 9 Tehran 10633 10215 20848 19953 895 10 Delhi 0 20705 20705 18111 2594 Europe Destination Direct to Transfered to Total Final destination Continuing 1 London 584660 8742 593402 465308 128094 2 Frankfurt 291589 7739 299328 139486 159842 3 Amsterdam 280311 9647 289958 171315 118643 4 Paris 240219 15183 255402 193023 62379 5 Munich 200805 7432 208237 96687 111550 6 Zurich 179988 5004 184992 131796 53196 7 Berlin 170736 4265 175001 145480 29521 8 Barcelona 138653 7590 146243 114809 31435 9 Vienna 138146 4886 143032 104479 38554 10 Istanbul 131090 4524 135615 52218 83397 North America Destination Direct to Transfered to Total Final destination Continuing 1 New York 150281 36206 186487 129161 57326 2 Chicago 72545 14121 86666 39269 47397 3 Los Angeles 0 26059 26059 24777 1282 4 San Francisco 0 20762 20762 19456 1306 5 Boston 0 16613 16613 15928 685 6 Washington 0 15804 15804 13752 2052 7 Toronto 0 15636 15636 13252 2383 8 Miami 0 12504 12504 11603 901 9 Orlando 0 12335 12335 12335 0 10 Seattle 0 11176 11176 8777 2398 10
Scandinavia Destination Direct to Transfered to Total Final destination Continuing 1 Copenhagen 605880 104 605984 415165 190820 2 Oslo 577056 232 577288 442174 135114 3 Helsinki 449754 721 450475 360687,1004 89788 4 Bergen 44657 26466 71123 70215 908 5 Reykjavik 60363 2367 62730 40024 22706 6 Trondheim 20069 21175 41244 38419 2825 7 Vaasa 28733 10330 39063 39063 0 8 Turku 32837 1828 34665 34303 362 9 Stavanger 6403 24579 30982 30804 178 10 Tampere 27141 2045 29186 29000 186 Oceania Destination Direct to Transfered to Total Final destination Continuing 1 Sydney 0 15220 15220 13609 1611 2 Melbourne 0 10542 10542 9498 1044 3 Perth 0 4710 4710 4566 145 4 Auckland 0 4066 4066 3784 282 5 Brisbane 0 3827 3827 3450 377 6 Adelaide 0 1173 1173 1106 67 7 Christchurch 0 1172 1172 1172 0 8 Canberra 0 827 827 827 0 9 Wellington 0 619 619 619 0 10 Cairns 0 484 484 484 0 South America Destination Direct to Transfered to Total Final destination Continuing 1 Sao Paulo 0 15720 15720 11114 4606 2 Santiago 0 10853 10853 10475 378 3 Buenos Aires 0 10010 10010 9629 380 4 Rio de Janeiro 0 6163 6163 5308 855 5 Lima 0 3063 3063 2765 298 6 Bogota 0 2956 2956 2608 348 7 Quito 0 1534 1534 1534 0 8 Montevideo 0 1457 1457 1360 96 9 Brasilia 0 815 815 733 82 10 Fortaleza 0 686 686 640 47 11
Travel survey Arlanda 2011 Markör Marknad & Kommunikation AB
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 102 458 interviews were conducted in 2011 The percentage of answers was 86 percent 2
Travelling in total direct and transfer The total number of departing travellers from Arlanda 2011: 9 289 795 Direct 82% Transfer 18% 3
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