I prefer to go away in the summer months; this tends to be every year and often with my partner or my family. My holidays are usually relaxing, although I like to explore the area I’m in.  

I tend to book to travel every 2-6 months and I’m keen on travelling to lots of different places, though these are often closer to home and less far-flung destinations. Some of my favourite countries to visit include Spain, Greece and Portugal.   

I like to go on holiday for a week or two weeks. In terms of booking my airport services, I’ll usually book about a week to a month in advance of my trip. I’ll often travel to the airport by car, so parking is a must for me.  

Marketing preferences

• Target Manchester and Stansted as the main airport preference; however, we do have a higher proportion of EMA travellers in this segment 

• Use informative messaging for this segment, include all relevant information

Triggers, needs and barriers

• This segment tends to feel happy and excited when they’re at the airport. They enjoy travelling around the airport and often find their airport experience to be okay 

• They are more likely to need assistance during the airport journey process. Guides and information such as the Terminal Guide will be useful for this group 

• Parking preferences are close to the airport due to ease of access  

Travel stories

Getting ready for our holiday isn’t stressful for me and my partner, and there’s no last-minute rush. We just double check we’ve got our passports, grab our suitcases (we’re going for two weeks this time so have check-in luggage) and head off to Manchester Airport in the car.  

I make sure I’ve checked that there’s no traffic on the M56, and always pre-book our parking space in a car park close to the terminal, so we can drive there in our own time, park up and walk to the check-in desks.  

We normally travel to Portugal but thought we’d try Almeria in Spain this year: it’s somewhere we can relax but do a bit of exploring if we want a change from sitting on the beach.  

We both enjoy being at the airport and get excited about being able to look in a few shops and have a coffee before the flight, or maybe even a glass of wine if it’s not too early. Our holiday has definitely started the minute we get into the airport.  

I like to travel earlier in the year or in the autumn time and often travel with my partner, with my family or with my friends. My trips are most often to explore new places, so usually my holidays are for leisure purposes. Some of my favourite places to visit include Spain, Italy, France, Portugal and Ireland.  

I like to book a new trip every 2-3 months and I like to travel to lots of different destinations. My average trip lasts 3-7 days and I tend to book my airport services, such as parking, one week to one month in advance of my trip.  

Usually, I’ll travel to the airport by car or by train and most of the time I’m excited and happy to be at the airport.  

Marketing preferences

• Target Stansted as the main airport preference for departure 

• Use informative messaging focused on airport facilities and check-in 

Triggers, needs and barriers

• This group will choose parking based on proximity to the airport, ease of access and security. Sometimes they will also choose to travel to the airport by train 

• This segment is usually excited and happy to be at the airport 

• They don’t like dining at the airport but do enjoy shopping so airport guides and terminal guides will be useful 

Travel stories

I’ve been excited about this trip for ages. I’m travelling to Lisbon for four nights with three of my friends. We booked it a couple of months ago and we’ve never been before so are really looking forward to discovering a new place together.  

I’m especially excited about exploring the Bairro Alto area and travelling out to Sintra. Hopefully because we’re travelling in October it won’t be too hot to do lots of walking around. 

We’re flying from Stansted Airport; I’m getting there by train with one friend, and we’re meeting the other two there. They are travelling by car and booked a space last week. As we’re not going for long I’m just taking hand luggage. 

Once we’ve met at the airport and have checked in, we’ll do a bit of shopping. I’ve got my eye on some new sunglasses from Duty Free. We’ll probably get a drink or two as well, though we won’t eat. I like being at the airport – it always feels like my holiday has started as soon as I get there. I just hope we can get seats together on the flight! 

I travel throughout the year for business purposes and sometimes this can mean I’m travelling every month. My travel can be solo, but I also travel for leisure and with family. Some of the destinations I travel to the most include Italy, The Netherlands and Ireland, though I don't often travel to the same place multiple times and I enjoy incorporating sports into my travel options if I can. 

I have the option to travel by car but can also travel by taxi or minibus to the airport. I can book airport services for my trips such as FastTrack quite last minute, sometimes just before I am due to travel. I often book trips every 1-3 months and my average trip lasts between 1-3 days depending on what I’m travelling for.  

Marketing preferences

• Target Manchester and Stansted as the main airport departure preferences 

• Use informative messaging focusing on giving more information about security, check-in, any Covid-19 measures and wayfinding 

Triggers, needs and barriers

• The airport experience is a trigger for this group; they find most aspects of the airport to be more stressful than other segments and don’t find much about their experience enjoyable 

• This segment also feels more worried than other segments 

• They will choose parking based on proximity to the airport, ease of access and security  

Travel stories

I’m travelling for work again today. I work for a B2B market research company with offices in the Netherlands and Ireland, and clients in several European cities, so I end up travelling most months.  

My business trips are usually solo, but this month I’m travelling from Manchester Airport with a new colleague to introduce her to the Dublin team. I’m hoping I can try and squeeze in a couple of rounds of golf too while I’m there. 

The company has booked my colleague and I an airport taxi this time, but usually I travel to the airport by car and try to park near the terminal for convenience. We’re only going for three nights so we don’t have much luggage – just carry on.  

I booked security FastTrack tickets for us both to try and speed up our journey through the airport. Being there makes me feel quite anxious, and I’d rather pay to get through security as quickly as possible. I’ll feel much better when I’m at the gate. 

I usually go on holiday during the summer months and at Christmas time, and I often travel with my partner on a more relaxing holiday or to visit a second home. Some of our favourite destinations include Spain, the US, Greece and Turkey.  

Although my travel destinations vary across the world, I do often visit the same place on multiple occasions.   

When I travel I like to book my airport services well in advance of my trip and often book a new trip every 2-6 months. 

My destinations vary across the world, but repeat holidays are common for me.  

I typically go abroad for between 14-16 days to cater to my relaxation preference; sometimes my holidays can last longer meaning I’m able to fully unwind. My preferred airport is Manchester and I will drive to the airport. 

Marketing preferences

• More information through terminal guides could benefit this group  

• Target Manchester as the main airport preference for departure 

• Target with airport add-ons 

Triggers, needs and barriers

• This group has a mix of emotions at the airport, mainly happy and feeling okay 

• They are more likely to need assistance on the best airport parking option for them. These travellers also prefer getting to the airport by car than other segments and do find this enjoyable

• Parking preferences may vary in this segment due to driving to the airport being pleasurable for them. They may consider lots of different parking options but do prefer a premium service more than other segments  

Travel stories

My wife and I bought a second home in a small village near Alicante when we retired, and we try to visit it at least twice a year. As it’s a trip we do often, we’re very organised about it: we travel from Manchester Airport on a mid-morning flight so we don’t have to get to the airport too early. 

We enjoy driving to the airport and always book our parking in advance to get the best price and to make sure we have a spot close to the terminal. We like the Meet & Greet service as we can just turn up and someone parks for us.  

This time we’re travelling to Spain for nearly four weeks so we can really unwind. This means we’ll have more luggage, so it’s even more important that we can park near the terminal. 

Because we’re travelling in the summer holidays this time, and expect the airport to be busy, we booked FastTrack at the same time as our parking so we can avoid the queues.  

I prefer to travel throughout the year and to lots of different destinations, but sometimes I do visit the same place again. I don't have a set time of year for travelling; I could go away in spring, summer, autumn or winter. Usually, my travel plans include visiting family and friends and also exploring the places I visit. Spain, the US, Italy, Ireland, France and the Netherlands are some of my favourite destinations. 

My trips usually last between 2-6 days. I’ll often book my airport services a week to a month in advance of my trip. I book new trips every 2-6 months.  

Most of the time I drive to and from the airport, but on occasion I will use another means of transport.  

Marketing preferences

• Target Stansted as the main departure airport 

• Use informative messaging focusing on security, check-in and wayfinding in the terminal 

Triggers, needs and barriers

• This group needs advice and support on security, check-in and other aspects of the airport journey 

• They find travelling around the terminal less stressful than other segments 

• Their parking preference is a space close to the airport, ease of access and security  

Travel stories

I don’t really have a travel routine. I don’t have a favourite destination or time of year to take a trip,  but tend just to book short trips when I feel like getting away.  

This time I’m travelling from Stansted Airport to Paris for three nights to visit a few friends who live there. I’ve never been in the autumn and am hoping it won’t be as busy as it was when I visited last summer. I want to do some exploring and it’s much easier when you aren’t competing with crowds of tourists. 

I’m driving to the airport this time, though sometimes I use the train. I booked my parking a week ago and tried to make sure I got a spot close to the airport so that I can just jump off the flight and head straight for my car, then home, when I get back.  

I don’t mind being at the airport – I don’t find it stressful, though I do find the airport layout a bit confusing. Even though I travel from there quite often, I always find myself a bit lost at security.