Aviation & Mobility

Passenger insights and defining personas for Vienna airport

A segmentation study using passenger personas to optimize services and communication.

Background

From June to October 2023, Silverlining Research conducted a passenger satisfaction survey and developed personas for Vienna Airport, with the aim of creating tangible and valuable data to assess passenger insights at the airport.

Vienna Airport is a major European player in aviation, and is an invaluable partner in perpetual growth, always seeking to be a pioneer in passenger development as well as in the aviation industry at large.

Method

The passenger survey, known as ‘Musterwoche’, is primarily aimed to provide a snapshot of passenger satisfaction at the airport while outlining general behavior and preferences of travelers. This passenger survey was presented in a report, making the raw data more accessible for easy and effective use by the management of Vienna Airport in a proactive manner.

Results

Subsequently, a persona report was also created for Vienna Airport, wherein five in-depth personas were realistically developed. These personas assist Vienna Airport in imagining and articulating their customers more visually, enabling them to take solution-oriented actions when further developing the passenger experience as well as the associated commercial aspects.