Aviation & Mobility

Personas & Guest Segmentation in dubai airport

A segmentation study to tailor services and communication through passenger personas.

Background

Silverlining Research, in collaboration with its partners, supported Dubai Airports (DXB) in developing an updated and robust segmentation of their passengers. The primary objective was to create data-driven personas to guide strategic planning, infrastructure development, and customer experience improvements. Additionally, the research provided insights into the evolving travel behaviors and expectations of DXB’s passengers in a post-pandemic context, ensuring that Dubai Airports remains a global leader in customer experience innovation.

Method

A total of 4,012 surveyed passengers were included in the segmentation analysis, ensuring representation across DXB’s diverse passenger demographics in 2024. The study applied Factor & Cluster Analysis to define and refine key passenger segments. The personas were developed dynamically, evolving through an iterative process based on data collected throughout the year. The resulting segmentation provided detailed insights into passengers’ demographic profiles, travel behaviors, psychographics, and commercial engagement at the airport.

Results

In addition to identifying and describing distinct passenger segments, the study resulted in the creation of five detailed personas that reflect DXB’s key traveler types. These personas serve as a strategic tool for Dubai Airports, enabling a deeper understanding of guest needs, attitudes, and behaviors. By visualizing customer segments in a more tangible and actionable manner, DXB is now equipped to optimize guest experience strategies, enhance commercial offerings, and tailor airport services to different traveler needs.