Aviation & Mobility

Personas & Guest Segmentation in Budapest airport

A segmentation study of passenger personas to tailor services, optimize communication and strategic planning.

Background

Silverlining Research supported Budapest Airport in conducting a large-scale segmentation study aimed at adapting the airport’s services to diverse passenger needs. The project focused on understanding travel motivations, spending habits, stress factors, and experiential preferences. The insights gained from this research are instrumental in enhancing customer experience, optimizing airport operations, and tailoring commercial strategies to different traveler segments.

Method

The segmentation study at Budapest Airport (BUD) was designed to enhance the understanding of passenger profiles post-COVID. A comprehensive survey was conducted, utilizing a structured questionnaire to capture key demographic, behavioral, and psychographic data. The study employed Factor & Cluster Analysis to identify five distinct personas, ensuring that passenger needs, expectations, and behaviors were accurately mapped. The segmentation process involved multiple phases, including persona identification, validation, and integration into BUD’s strategic planning.

Results

The outcome of the study was the development of five detailed passenger personas, each representing a unique traveler type at BUD. These personas provide actionable insights to improve passenger experience strategies, optimize commercial offerings, and refine communication approaches. By leveraging these personas, BUD is better positioned to offer customized experiences and align its service portfolio with evolving traveler expectations. The study also identified the most effective communication channels and service enhancements that resonate with different passenger groups.