“We see that Swedes give priority to trips abroad to a higher degree today than a few years ago and that the airport is an important part of their travel experience. What characterises residents of Luleå is that they decide on their destination and plan their trip well in advance to a higher degree, compared to Swedes in general. 30 per cent of Swedes in general decide at least six months in advance whereas 37 per cent of passengers from Luleå decide that early,” says Anna Kowal, marketing manager at Luleå Airport.
The Traveller survey, now conducted for the second year, shows what decisions Swedes make in conjunction with their holiday and how they behave before a trip. The 2013 report reveals that more than a third (41%) think they give higher priority to a holiday abroad today than 5-10 years ago. The main reasons for this are that it has become easier (36%), people want to experience something special (30%) and they feel there is a greater need to relax given today’s increased demands for connectivity (26%).
At an airport, passengers from Luleå are full of anticipation (69%) and happy (40%) – and almost seven out of ten people from Luleå think the atmosphere at the airport is important for their travel experience. What they prefer to do is socialise with their travel companions (24%), read (19%) and enjoy something at the bar (17%). People from Luleå prefer personal check-in (49%) to self-service (42).
“At Luleå Airport, we are continuously working to make further improvements for passengers so that their visit to the airport entails happiness and anticipation. The airport’s atmosphere, interior and range of services are an important part of the travel experience. On December 5, the new modern Luleå Airport was inaugurated – an attractive airport that everyone in the region can be proud of. We will soon inaugurate a play area for our youngest passengers when Leos Lekland moves into Luleå Airport. In January, refurbishment of the restaurant will begin, with the doors opening in March to O’Learys and Skafferiet,” says Ann-Christin Viklund, airport director at Luleå Airport.
Along with shopping and good food, Swedes in general think a good airport atmosphere is also characterised by clean, nice-looking premises, low sound levels, good information and ample seating. Passengers from Luleå are looking for good deals on shopping (34%), a food court with food from all around the world (25%), more activities for children (20%) and art (18%).
People from Luleå also think to a greater extent than other Swedes that it is important that airports invest in being environmentally friendly – 85 per cent of respondents from Luleå think this is important, compared to 78 per cent of all Swedes.
Download the full Traveller report here (in Swedish only): http://www.swedavia.se/resenaren
Results for Luleå
- 327 people from Luleå were interviewed, with the 164 who answered yes to the question of whether they had flown on holiday in the past year constituting the basis of report results.
- Among residents of Luleå, 36 per cent of passengers decide on their destination more than three months in advance, 37 per cent more than six months in advance and 24 per cent one month in advance.
- People prefer to pack a pen (58%), camera (53%) and medicine (50%) in their carry-on baggage.
- People want to be at the airport at least one hour in advance (62%) or two hours in advance (24%). However, 12 per cent answered at most 30 minutes before departure, which is higher than the national average (7%).
- At an airport, Luleå residents feel a sense of anticipation (69%), happiness (40%) and a need to use the lavatory facilities (13%).
- Luleå residents prefer personal check-in (49%) to self-service (42%).
- At airports, people prefer to socialise with their travel companions (24%), read (19%) and drink something at the bar (17%).
- For most people (69%), the atmosphere at the airport is important.
- People want good deals on shopping (34%), a food court with food from all around the world (25%), more activities for children (20%) and art (18%).
- A full 42 per cent feel they give higher priority today to a holiday abroad than 5-10 years ago. The main reasons for this are that has become easier (36%), they want to experience something special (30%) and they feel there is a greater need to relax given today’s increased demands for connectivity (26%).
- People prefer to eat hot food (27%), a sandwich (23%) or fast food (14%) and drink coffee (32%), beer (18%) or water (19%).
- People prefer to shop for quality spirits (33%), travel reading (33%) and Swedish chocolate (22%) and spend about SEK 500 (35%), up to SEK 100 (25%) or as much as about SEK 1,000 (19%).
- A full 85 per cent of Luleå residents think it is important that an airport works hard to be as environmentally friendly as possible.
Results from the Traveller survey
- The most common reason why people give priority to a holiday abroad today is that they want to experience something special (47%). This is true especially of those aged 18–29 (60%) and of people living in the Stockholm (58%) and Jönköping region (56%).
- Older passengers (aged 50-64 and 65-79) are inspired in their choice of destination by their past travels.
- In the counties of Kalmar (39%), Halland (47%) and Norrbotten (37%), a larger share of people plan their trip at least six months before their departure, compared to 30 per cent in the rest of Sweden.
- 36 per cent want to be at the airport more than two hours before their flight in order to shop, eat and soak in the atmosphere. Travellers from Gävleborg, Halland, Örebro, Dalarna and Södermanland spend the most time at the airport before their departure.
- The predominant feeling for passengers when they arrive at the airport is anticipation, and that is the strongest feeling among people living in Värmland (81%) and Dalarna (also 81%).
- Women pack a pen, medicine, chewing gum and make-up in their carry-on baggage to a far greater extent than men do. Men instead take their computer/iPad and condoms.
- Women prefer to buy something to read (32%) and exclusive perfumes (28%) at the airport. Men shop for alcohol, preferably higher quality (40%).
- More than one out of six men prefer to spend the time before their flight in the bar, with this being the case especially among men aged 30-49 (22%).
- Older men between 65 and 79 prefer a cup of coffee and something sweet (26%).
- Women spend the most time at the airport socialising and chatting with their travel companions (23%).
- Women also believe it is important that airports work hard to be as environmentally-friendly as possible (86%).
- More attractive prices for shopping and food from around the world are what travellers want most at airports. 23 per cent of those asked update their Facebook status or post something on Instagram at the airport before their departure.
- Paperback books are the most popular form of reading on a trip (54%), followed by newspapers/magazines (20%). Swedes prefer to read a comic novel like En man som heter Ove by Fredrik Backman or a thriller like Inferno by Dan Brown.
About the survey
This survey of Swedish views on travel, holidaymaking and airports across the world was conducted by TNS Sifo at the request of Swedavia. The web-based survey was carried out September 30-October 9, 2013. Respondents were randomly chosen individuals aged 18-79. A total of 9,067 people were interviewed, with the 4,594 people who responded yes to the question whether they had flown on holiday over the past year serving as the basis for the survey results. For national results, the sample size was 2,000.