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Target Segment Portraits: MAG

Manchester Airports Group (MAG) is a leading UK airport group and owns and operates three UK airports - Manchester, London Stansted and East Midlands.  

Manchester Airport is a major international airport, located around eight miles south of Manchester city centre. It is the third busiest airport in Britain and one of only two airports in the country with two runways. The airport has over 27m+ passengers a year and serves over 200 destinations and 70 airlines. London Stansted airport is London’s third airport and serves 27m passengers a year and has airlines which fly to over 190+ destinations. East Midlands airport serves 4.8m passengers each year and is an international airport lying between the cities of Derby, Nottingham and Leicester. 

  • Pre-book Boomer (9% of marketable base) 

  • Annual Recliner (36% of marketable base) 

  • Eager Explorer (31% of marketable base) 

  • Indifferent Worker (13% of marketable base)  

  • Weekend Wanderer (11% of marketable base)  

The total size of the base is over 1.8m users. The largest segment within the base are the Annual Recliners and the smallest segment are the Pre-book Boomers.  

MAN logo
Annual Recliner
Eager Explorer
Indifferent Worker
Pre-book Boomer
Weekend Wanderer

Annual Recliner

MAG annual recliner

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.  

Annual Recliner

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.