Taking off into the holiday season

Air passenger traffic volume is central to the prospects of airport advertising. The greater the number of passengers served by an airport, the greater the impact on the reach, visibility, and efficacy of ads. Airports function as a nexus for travelers from diverse demographic backgrounds, allowing advertisers to connect with a broad spectrum of individuals and focus on specialised markets.

Since the holiday season is approaching, it is perhaps an opportune time for diverse brands to be a part of the festive narrative and gear up with a fail-proof advertising strategy. In this, the recent air passenger traffic patterns in India serve as insights.

Table 1: Top 10 airports in India with highest international & domestic passengers in August 2023

 Source: www.aai.aero

Through our study, we've noticed that the list of airports that attract a sizable number of air travelers is rather stable. This provides us valuable data about potential advertising sites.

Nonetheless, we hold the belief that it's not just the current statistics that matter, but rather a promising and enduring trend over time that equips advertisers with the tools to plan their campaigns effectively and enhance brand exposure. To offer this insight, we present a comparative analysis of passenger trends for both international and domestic airports for the years 2022-23 and 2023-34.

Sky high insights: Unveiling summer surges and soars in Indian air travel

In the Indian aviation landscape, the summer months of June, July, and August for the years 2022-23 and a glimpse into 2023-24 witnessed significant air traffic.

During the summer of 2022-23, the airports were bustling with activity as the total number of passengers peaked. In June, a strong start marked the season with 25.27 million passengers. The numbers dipped slightly to 24.94 million in July but rebounded to 25.44 million in August.

On the international front, there was consistent growth. June saw 4.42 million international passengers, which increased to 4.68 million in July. August witnessed a mild dip to 4.59 million, showcasing resilience in global travel.

Domestic air travel displayed fluctuations. June had a peak of 20.85 million passengers, reflecting enthusiasm for summer travels. July witnessed a slight dip to 19.26 million passengers, followed by a recovery to 20.09 million passengers in August.

Throughout these months, domestic travel prevailed, underscoring India's strong domestic air travel market.

Looking at the pattern, travellers seemed to align with the seasons, traveling in early and mid-summer, then returning as August concluded, likely due to school reopening and vacations ending.

Source: www.aai.aero

Moving to the summers of 2023-24, international passengers began moderately in June, with around 5.59 million passengers. July saw a surge to approximately 5.78 million passengers, but August tapered to 5.58 million.

On the domestic air travel front, June started strong with 24.86 million passengers, July dipped slightly to 24.34 million, and August saw a resurgence to 24.83 million passengers.

Overall, the air traffic in the summer months of 2023-24 showed promise. June had a strong start with around 30.45 million passengers, dipping slightly to approximately 30.12 million in July. August recovered and showed growth, totalling around 30.41 million passengers.

Source: www.aai.aero

The seasonal rhythms were evident, with early and mid-summer witnessing a surge in travel for both international and domestic journeys. As August approached, international passenger traffic slightly retreated, but domestic travel revived, indicating people's eagerness to make the most of the remaining summer days.

These narratives shed light on the evolving story of air travel, influenced by seasonal variations and life's rhythm. In the advertising world, these trends offer diverse opportunities. Airports, being hubs of activity, present an attractive space for brands to captivate the attention of travelers.

Looking ahead, understanding and acknowledging these seasonal trends is essential for airport advertising authorities. Aligning strategies with these cycles can enhance the overall outreach. In the constantly changing realm of air travel, exploring the reasons behind these patterns will reveal new perspectives, demonstrating how broader economic, social, and travel-related factors shape the direction of the airport advertising industry.

Numerous examples exist where airport advertising has significantly boosted companies' sales figures. Passengers are often in a state of transit, whether waiting for flights, navigating security procedures, or moving between terminals. Consequently, they represent a captive audience, making them more receptive to airport advertising. Here are some instances that illustrate the increased brand visibility achieved after displaying advertisements in strategic airport locations.

Case study: by Clear Channel Airports

According to the study conducted on airport advertising, regular passengers are extremely attentive to airport commercials, with 80% (as reported by The Drum in June 2023) spotting the media and 42% acting, such as visiting a website or learning more about a product. Even 19% of regular passengers bought a product they saw promoted at the airport. According to the report, airport promotions increase foot traffic, with 84% of frequent passengers visiting a restaurant and 50% visiting a clothing store. According to the study, the longer a traveler spends at the airport, the more advertising they are exposed to, with 74% of frequent travelers arriving more than an hour before their flight.

Mobile devices also play an important role, with 87% of frequent passengers utilizing them while waiting for their trip and 36% visiting a website to learn more about products advertised in airports.

ICC World Cup effect

The ongoing ICC World Cup in 2023 offers enormous possibilities for the airport advertising market. With matches scheduled in ten cities, a large number of spectators are seen to be travelling to these places to watch India play. As a result, airports at these locations are apparently seeing a large increase in cricket enthusiasts, providing advertisers with a wonderful opportunity to engage this captive audience.