How can we shift mindsets to define a new era in air travel retail and set a new benchmark for the industry in 2035?
Facing the most disruptive two years in history for air travel, TYC were asked to create a strategic piece on the future of JFK airport to entice the world into travelling again.
Undertaking granular secondary research including benchmarks and trends, TYC then went on to design a consumer research piece to understand not just the ‘what’, but the ‘why’ behind traveller behaviour and motivations. These findings went on to inform a strategic journey with a fresh approach to air travel.
To compete with the city that never sleeps, we had to research far and wide; understanding not just local competitors, but global benchmarks and trends that influenced our international travellers. Covering thirteen countries across continents, we investigated what makes our diverse audiences tick. We found that 87% of survey respondents arrive at the airport early, but often for the wrong reasons – often motivated by stress and nerves rather than excitement and curiosity.