“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. Seven out of ten Swedes place a high value on the airport having a good atmosphere, and among people from Blekinge, as many as 77 per cent think this is important. Different kinds of experiences are part of the atmosphere, for instance, in terms of food and beverages, and this is especially clear in the Blekinge region, where we see one out of five people would like beverage tastings at the airport – that contributes to the mood when people are headed out on a holiday abroad – they are open to trying new things,” says Mona Grönqvist, airport director at Ronneby Airport.
The Traveller survey, which has now been conducted for the second year, shows what decisions Swedes make in conjunction with their holiday and how they behave ahead of their trip. The 2013 report reveals that more than a third (41%) also feel they give higher priority today to a holiday abroad than they did 5-10 years ago. 41 per cent of Blekinge residents say they give higher priority today to a holiday abroad than before, and the main reasons are that it has become easier (46%), they want to experience something special (38%) and they feel there is a greater need to relax given today’s increased demands for connectivity (37%).
Residents of Blekinge prefer personal check-in (61%) to self-service (31%). This is a far greater share than the national average, where 51 per cent prefer personal check-in and 41 per cent would rather have self-service.
At airports, passengers from Blekinge are full of anticipation (73%) or happy (45%). And what they prefer to do at airports is really socialise with the people they are travelling with, far removed from the need to be constantly connected in their everyday lives.
At airports, passengers from Blekinge prefer to socialise with their travel companions (17%), have a cup of coffee and something sweet (16%) and eat food (14%). Different kinds of experiences, such as shopping and visiting cafés, restaurants and bars, are important for Swedes. One of the things sought by passengers from Blekinge are tastings of different beverages such as whisky, rum and coffee, which 20 per cent would like to have.
“At Ronneby 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, and we see that especially with Blekinge residents, with one out of five saying they spend around SEK 1,000 on shopping when they are at the airport,” Ms Grönqvist notes. Along with shopping and good food, Swedes think that a good airport atmosphere is characterised by clean, nice-looking premises, low sound levels, good information and ample seating.
Download the full Traveller report here (in Swedish only): www.swedavia.se/resenaren
Results for Blekinge
- 401 people from Blekinge were interviewed, with the 193 who answered yes to the question of whether they had flown on holiday over the past year constituting the basis of report results.
- Among residents of Blekinge, 32 per cent decide on their destination more than three months in advance, 35 per cent more than six months in advance and 24 per cent one month in advance.
- People prefer to pack a pen (60%), camera (59%) and medicine (46%) in their carry-on baggage.
- People want to be at the airport at least one hour in advance (49%) or two hours in advance (42%) while a small group say 30 minutes before departure (7%).
- At an airport, people from Blekinge feel a sense of anticipation (73%), happiness (45%) and a need for lavatory facilities (27%).
- People from Blekinge prefer personal check-in (61%) to self-service (31%) and to a far higher degree than the average Swede (51% of whom prefer personal service and 41% self-service).
- At an airport, people prefer to socialise with their travel companions (17%), have a cup of coffee and something sweet (16%) and eat food (14%).
- For most people (77%), the atmosphere at an airport is important.
- People are looking for good deals on shopping (43%), a food court with food from all around the world (20%) and tastings of different drinks such as whisky, rum and coffee (20%).
- A full 41 per cent feel they give higher priority today to a holiday abroad than 5-10 years ago.
- The main reasons for this are that it has become easier (46%), people want to experience something special (38%), and they feel there is a greater need to relax given today’s increased demands for connectivity (37%).
- People prefer to eat a sandwich (39%) or hot food (21%) and drink beer (34%), coffee (28%) or water (16%).
- People prefer to shop for quality spirits (39%), wine (23%) and Swedish chocolate (21%) and spend about SEK 500 (40%), up to SEK 100 (20%) or as much as about SEK 1,000 kronor (20%).
- A full 76 per cent of people from Blekinge 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.