Traveller Insights

Hylink Group insights: Luxury marketing in the airport arena

The Moodie Davitt Report, the world’s leading global travel retail information source, and leading independent agency Hylink Group last year entered into a strategic content relationship aimed at delivering unparalleled depth and analysis to coverage of the Chinese traveller and China travel retail sectors at home and abroad. In a collaborative effort, The Moodie Davitt Report and Hylink are unveiling a series of exclusive reports encompassing industry trends, profound insights, best practices, branding strategies and more. In this column, Hylink Group explores various strategic approaches to captivate and connect with high-end travellers throughout their airport journey.

In the rapidly evolving landscape of luxury marketing, airports emerge as arenas for targeting potential consumers, writes Hylink Group. For luxury beauty brands in the travel retail sector, these bustling hubs of travel offer a unique vantage point from which to engage a select audience which values exclusivity and quality.

This article explores how to captivate and connect with travellers – from their initial approach to the airport terminal, during their wait before boarding, to their experiences onboard. By identifying and understanding the distinctive characteristics and preferences of this demographic, brands can tailor their marketing efforts to effectively resonate with and attract this lucrative market segment.

Hylink advises on how to tailor messaging to an audience that values exclusivity and quality

Define the target audience

Airports are bustling hubs of global travel, presenting a unique opportunity for luxury beauty brands to captivate a sophisticated audience. These densely populated environments are incredibly diverse, making them ideal venues for targeted marketing initiatives. To effectively leverage this potential, it is crucial to clearly identify your target audience.

Segmenting the eclectic mix of travellers can seem daunting at first. The most accessible approach is to categorise them based on the cabin classes they choose – economy, premium economy, business and first class. Typically, luxury beauty brands aim to attract affluent individuals who often travel for business or leisure and have a penchant for high-end products that symbolise status and quality. It follows, then, that passengers who opt for the more expensive cabin classes – premium economy, business and first – are more likely to be your ideal consumers.

Given these insights, if your advertising budget is constrained, the most efficient strategy is to focus your creative efforts on engaging passengers in premium economy, business and first-class cabins. By doing so, you can maximise the impact of your marketing dollars while ensuring that your message reaches the most receptive audience.

Reaching travellers en route to the airport

Traditional advertising, such as subway or bus advertising, is no longer effective. With the rapid advancement of technology, luxury brands now have unprecedented opportunities to engage potential customers in more dynamic and impactful ways. Our experience partnering with a leading luxury brand in the travel retail sector provides a compelling case study of these modern digital advertising methods.

During this collaboration, we crafted a strategy using a popular ride-hailing platform to deploy targeted ads. By setting specific parameters, we could control where and when the ads were shown, effectively targeting potential customers en route to the airport. It allowed us to refine our focus on particular users, devices and times, significantly enhancing the efficiency and effectiveness of the campaign.

This method offers a level of precision and control that traditional advertising methods simply cannot match. By leveraging these digital strategies, luxury brands can ensure that their advertisements are not only seen but are also relevant and engaging to the travellers most likely to respond. The strategic use of technology helps position luxury brands at the forefront of travellers’ minds even before they set foot in the airport.

Maximising engagement during pre-flight waiting times

The obligatory wait at the airport, typically at least two hours before flight departure, presents a prime window for luxury beauty brands to engage with affluent travellers. As previously discussed, high-income travellers represent the core audience for luxury products, making it essential to capture their attention prior to boarding.

Physically, targeting high-traffic areas such as airport lounges – which often feature complimentary amenities such as restaurants, computers, TVs and shower rooms – provides a unique opportunity. For example, partnering with airports to offer sample products in lounge showers allows travellers not only to experience a brand’s products firsthand but also prompts them to visit nearby duty-free shops where they can purchase the full-size products.

Digitally, the possibilities are expansive. One effective strategy could involve forming partnerships with programmes such as Priority Pass. Travellers frequently use such apps to locate airport lounges; by collaborating with these app providers, we can push notifications to users about our brand counters close to their location and offer incentives such as using their Priority Pass card for discounted rates. These prompts can significantly increase the likelihood of affluent travellers visiting our counters and making purchases.

By employing a combination of targeted promotions and strategic partnerships, luxury brands can effectively connect with their ideal customers, ensuring they are a top choice during the crucial moments before they board their flights.

Engaging high-value customers onboard

Engaging our target audience while they are in transit is equally critical. Partnering with internationally recognised airlines ensures that the exposure to our brand aligns perfectly with our image and reaches passengers who value luxury and comfort. For a luxury beauty brand, ideal airline partners would include prestigious carriers such as Singapore Airlines, Emirates and Etihad, known for their high standards and affluent clientele.

Once a partnership is established, an effective strategy is to sponsor the amenity kits distributed to first and business class passengers. These kits, which could include samples from our brand, directly reach the intended audience at a time when they are most receptive to trying new products. This introduces passengers to our products and enhances their travel experience with luxury items that reflect their lifestyles and preferences.

By integrating our brand into the high-quality service environment of top-tier airlines, we can create a memorable experience that resonates with affluent travellers. This approach positions our brand within an exclusive context and capitalises on the captive audience provided by long-haul flights, maximising engagement with potential customers.

Conclusion

Through these targeted strategies, luxury beauty brands not only increase their visibility but also bolster their relevance, ensuring they remain top of mind for affluent travellers who seek out exceptional quality and exclusive experiences. This holistic approach to marketing in the travel retail sector is crucial for brands aiming to thrive in the competitive landscape of luxury goods.

Partner’s message

The Moodie Davitt eZine

Issue 334 | 12 May 2024