Global Airport Transport Industry Outlook to 2010: Marketing and Sales Strategies and the Impact of Recession and Recovery

Published by: Global Markets Direct

Published: Jul. 26, 2009 - 167 Pages

Table of Contents

1 Table Of Contents

1.1 List Of Tables

1.2 List Of Figures

2 Introduction

2.1 What is This Report About?

2.2 Methodology

2.3 Profile Of Survey Respondents

3 Executive Summary

3.1 The Airports Industry Is Generally Optimistic About the Recovery of the Global Economy

3.2 Buyers and Suppliers in the Industry Are More Optimistic About Revenue Growth

3.3 Airports Buyer and Supplier Companies Will Be Increasing Marketing Spend Over the Next 12 Months

3.4 Industry Players Face a Number of Key Challenges Due to the Recession

3.5 Suppliers and Buyers Are Adapting Their Marketing and Sales Strategies During Recession and Recovery to Face Immediate Business Concerns

4 Economic Outlook & Confidence

4.1 Global Economy Recovery Expectations

4.2 Revenue Growth Expectations

5 Airports Industry Investment Outlook

5.1 Fastest & Slowest Growing Markets

5.2 M&A Activity Predictions

5.3 Supplier’s Industry Outlook

6 Recession & Recovery: Threats & Opportunities For The Airports Industry

6.1 Leading Business Concerns Due To Recession

6.2 Key Actions To Overcome Business Threats

6.3 Key Actions To Maintain & Win Buyer Business

6.4 Leading Recession & Recovery Related Business Opportunities

7 Marketing Spend Activity

7.1 Annual Marketing Budgets: Suppliers to the Industry

7.2 Expected Change in Marketing Expenditure Levels: Suppliers to the Industry

7.3 Change in Expenditure By Media Channel: Suppliers to the Industry

7.4 Future Investment in Marketing and Sales Technology: Suppliers to the Industry

7.5 Annual Marketing Budgets: Airports Industry Players

7.6 Expected Change in Marketing Expenditure Levels: Airports Industry Players

7.7 Change in Expenditure By Media Channel: Airports Industry Players

7.8 Future Investment in Marketing and Sales Technology: Airports Industry Players

8 Marketing and Sales Behaviors and Strategies and the Impact of Recession and Recovery

8.1 Key Marketing Aims: Suppliers to the Industry

8.2 Marketing and Sales Practices During Recession and Recovery: Suppliers to the Industry

8.3 Expected Adaptations to Marketing Activities During Recession and Recovery: Suppliers to the Industry

8.4 Critical Success Factors for Choosing a Marketing Agency: Suppliers to the Industry

8.5 Marketing Attitudes and Approaches: Suppliers to the Industry

8.6 Key Marketing Aims: Airports Industry Players

8.7 Marketing and Sales Practices During Recession and Recovery: Airports Industry Players

8.8 Expected Adaptations to Marketing Activities During Recession and Recovery: Airports Industry Players

8.9 Critical Success Factors for Choosing a Marketing Agency: Airports Industry Players

8.10 Marketing Attitudes and Approaches: Airport Industry Players

9 Appendix

9.1 Full Survey Results-Closed Questions

9.2 Methodology

9.3 Contact Us

9.4 About Global Markets Direct

9.5 Disclaimer

1.1 List Of Tables

Table 1: Count of Global Airports Industry Survey Respondents By Company Type (Number Of Respondents), 2009 Industry Survey

Table 2: Buyer Respondents By Job Role (% Buyer Respondents), Global Airports Industry,, 2009

Table 3: Buyer Respondents By Organization’s Global Turnover (% Buyer Respondents), Global Airports Industry 2009

Table 4: Buyer Respondents By Organizations’ Total Number of Employees (% Buyer Respondents), Global Airports Industry 2009

Table 5: Supplier Respondents By Job Role (% Supplier Respondents), Global Airports Industry,, 2009

Table 6: Supplier Respondents By Organizations’ Global Turnover (% Supplier Respondents), Global Airports Industry,, 2009

Table 7: Supplier Respondents By Organizations’ Total Number of Employees (% Supplier Respondents), Global Airports Industry 2009

Table 8: Global Airports Industry Expectations of Global Economy Recovery Timings By Region: North America, Europe, Asia-Pacific, Rest of World (% All Respondents), 2009

Table 9: Global Airports Industry Expectations Of Global Economy Recovery Timings By Company Type: Airport Owners / Operators / Contractors, Airport Support Services, Engineering & Design Service Providers, Airport Industry Suppliers (% All Respondents), 2009

Table 10: Company Revenue Growth Optimism By Global Airports Industry Company Type: Airport Owners / Operators / Contractors, Airport Support Services, Engineering & Design Service Providers, Airport Industry Suppliers (% All Respondents), 2009

Table 11: Company Revenue Growth Optimism In the Global Airports Industry By Region: North America, Europe, Asia-Pacific, Rest of World (% All Respondents), 2009

Table 12: Airport Owner / Operator / Contractor Industry: Market Predictions of the Fastest and Slowest Growing Regions (% Airport Owner / Operator / Contractor Respondents), 2009

Table 13: Airport Support Services Industry: Market Predictions of the Fastest and Slowest Growing Regions (% Airport Support Services Respondents), 2009

Table 14: Engineering & Design Service Provider Industry: Market Predictions of the Fastest And Slowest Growing Regions (% Engineering & Design Service Provider Respondents), 2009

Table 15: Airport Industry Supplier Industry: Market Predictions of the Fastest And Slowest Growing Regions (% Airport Industry Supplier Respondents), 2009

Table 16: Key Growth Areas in the Global Airports Industry (Analysis Of Supplier Respondents), 2009

Table 17: Key Growth Areas in the Global Airports Industry (Analysis Of CEO/MD/Director/Vice President/Board Level Supplier Respondents), 2009

Table 18: Key Declining Areas in the Global Airports Industry (Analysis Of Supplier Respondents), 2009

Table 19: Key Declining Areas in the Global Airports Industry (Analysis Of CEO/MD/Director/Vice President/Board Level Supplier Respondents), 2009

Table 20: Airport Owner / Operator / Contractor Vs. Airport Support Services Vs. Engineering and Design Service Providers Vs. Airport Industry Suppliers: Leading Business Concerns for the Period 2009-2010 Among Global Airports Industry Buyers and Suppliers (% All Respondents), 2009

Table 21: Leading Business Concerns for the Period 2009-2010 Among Global Airports Industry Buyers And Suppliers By Region: North America, Europe, Asia-Pacific, Rest of World (% All Respondents), 2009

Table 22: Most Important Actions Being Implemented to Overcome Leading Business Concerns In 2009-2010 in The Global Airports Industry (Analysis Of All Respondents), 2009

Table 23: Most Important Actions Being Implemented to Overcome Leading Business Concerns In 2009-2010 In The Global Airports Industry - Senior Level Responses Only (Analysis Of CEO/MD/Director/Vice President/Board Level Respondents), 2009

Table 24: Most Important Actions Being Implemented By Airport Industry Suppliers To Overcome Leading Business Concerns In 2009-2010 (Analysis Of Airport Industry Supplier Respondents), 2009

Table 25: Most Important Actions Being Implemented By Airport Operators, Airport Contractors, Systems Integrators, Ground Support Company and Air Traffic Controllers to Overcome Leading Business Concerns In 2009-2010 in the Global Airports Industry (Analysis Of Airport Operators, Airport Contractors, Systems Integrators, Ground Support Company and Air Traffic Controllers Respondents), 2009

Table 26: The Most Important Actions For Suppliers to Take to Maintain And Secure Buyer Business During The Recession In The Global Airports Industry: Supplier Responses Vs. All Buyer Responses (% All Respondents), 2009

Table 27: The Most Important Actions for Suppliers to Take to Maintain and Secure Buyer Business During the Recession In the Global Airports Industry: Airport Owner / Operator / Contractor Vs. Airport Support Services (% Buyer Respondents), 2009

Table 28: The Most Important Actions for Suppliers to Take to Maintain and Secure Buyer Business During the Recession In the Global Airports Industry: Analysis of Buyer Respondents By Company Turnover (% Buyer Respondents), 2009

Table 29: The Most Important Actions for Suppliers to Take to Maintain and Secure Buyer Business During the Recession In the Global Airports Industry: Analysis of All Buyer Respondents By Procurement Budget (% Buyer Respondents), 2009

Table 30: The Most Important Actions for Suppliers to Take to Maintain and Secure Buyer Business During the Recession In the Global Airports Industry: Analysis of All Buyer Respondents By Region (% Buyer Respondents), 2009

Table 31: The Most Important Actions for Suppliers to Take to Maintain and Secure Buyer Business During the Recession In the Global Airports Industry: Analysis of All Buyer Respondents By Purchasing Decision Seniority (% Buyer Respondents with Purchasing Decision Influence), 2009

Table 32: Leading Business Opportunities During the Recession In the Global Airports Industry (Analysis of All Respondents), 2009

Table 33: Leading Business Opportunities During the Recession In the Global Airports Industry - Senior Level Responses Only (Analysis of CEO / MD / Director / Vice President / Board-Level Respondents), 2009

Table 34: Leading Business Opportunities for Engineering and Design Service Providers, Airport Industry Suppliers During the Recession In the Global Airport Industry (Analysis of Supplier Respondents), 2009

Table 35: Leading Business Opportunities for Airport Owners / Operators / Contractors, Airport Support Services During the Recession In the Global Airports Industry (Analysis of Buyer Respondents), 2009

Table 36: Annual Marketing Budget in US Dollars By Company Turnover (% Supplier Respondents), Global Airports Industry, 2009

Table 37: Annual Marketing Budget in US$ By Region: North America, Europe, Asia-Pacific, Rest of the World (% Supplier Respondents), Global Airports Industry, 2009

Table 38: Expected % Change in Marketing Expenditure Levels Over the Next 12 Months By Company Turnover (% Supplier Respondents), Global Airports Industry, 2009

Table 39: Expected % Change in Marketing Expenditure Levels Over the Next 12 Months By Region: North America, Europe, Asia-Pacific, Rest of the World (% Supplier Respondents), Global Airports Industry, 2009

Table 40: Expected Increase or Decrease in Expenditure By Media Channel Over the Next 12 Months: Airport Industry Supplier and Service Provider (% Supplier Respondents), Global Airports Industry, 2009

Table 41: Expected Marketing and Sales Technologies to Invest in Over the Next 12 Months By Company Turnover (% Supplier Respondents), Global Airports Industry, 2009

Table 42: Expected Marketing and Sales Technologies to Invest in Over the Next 12 Months By Region: North America, Europe, Asia-Pacific, Rest of the World (% Supplier Respondents), Global Airports Industry, 2009

Table 43: Annual Marketing Budget in US Dollars By Company Turnover (% Buyer Respondents), Global Airports Industry, 2009

Table 44: Annual Marketing Budget in US Dollars By Region: North America, Europe, Asia-Pacific, Rest of the World (% Buyer Respondents), Global Airports Industry, 2009

Table 45: Expected % Change in Marketing Expenditure Levels Over the Next 12 Months By Company Turnover (% Buyer Respondents), Global Airports Industry, 2009

Table 46: Expected % Change in Marketing Expenditure Levels Over the Next 12 Months By Region: North America, Europe, Asia-Pacific, Rest of the World (% Buyer Respondents), Global Airports Industry, 2009

Table 47: Expected Increase or Decrease in Expenditure By Media Channel Over the Next 12 Months: Airport Owner / Operator / Contractor or Airport Support Services (% Buyer Respondents), Global Airports Industry, 2009

Table 48: Expected Marketing and Sales Technologies to Invest in Over the Next 12 Months By Company Turnover (% Buyer Respondents), Global Airports Industry, 2009

Table 49: Expected Marketing and Sales Technologies to Invest in Over the Next 12 Months By Region: North America, Europe, Asia-Pacific, Rest of the World (% Buyer Respondents), Global Airports Industry, 2009

Table 50: Key Marketing Aims Over the Next Year: Airport Industry Supplier and Service Provider (% Supplier Respondents), Global Airports Industry, 2009

Table 51: Most Rated New Media Channels for New Business Generation By Company Turnover (% Supplier Respondents), Global Airports Industry, 2009

Table 52: Most Rated New Media Channels for New Business Generation By Region: North America, Europe, Asia-Pacific, Rest of the World (% Supplier Respondents), Global Airports Industry, 2009

Table 53: Expected Adaptations to Marketing Activities During Recession and Recovery By Company Turnover (% Supplier Respondents), Global Airports Industry, 2009

Table 54: Expected Adaptations to Marketing Activities During Recession and Recovery By Region: North America, Europe, Asia-Pacific, Rest of the World (% Supplier Respondents), Global Airports Industry, 2009

Table 55: Critical Success Factors for Choosing a Marketing Agency By Expected Change in Future Marketing Expenditure (% Supplier Respondents), Global Airports Industry, 2009

Table 56: Critical Success Factors for Choosing a Marketing Agency By Company Turnover (% Supplier Respondents), Global Airports Industry, 2009

Table 57: Critical Success Factors for Choosing a Marketing Agency By Region: North America, Europe, Asia-Pacific, Rest of the World (% Supplier Respondents), Global Airports Industry, 2009

Table 58: Marketing Attitudes and Approaches - Level of Agreement with the Following Statements: Airport Industry Supplier and Service Provider (% Supplier Respondents), Global Airports Industry, 2009

Table 59: Key Marketing Aims Over the Next Year: Airport Owner / Operator / Contractor or Airport Support Services (% Buyer Respondents), Global Airports Industry, 2009

Table 60: Most Rated New Media Channels for New Business Generation By Company Turnover (% Buyer Respondents), Global Airports Industry, 2009

Table 61: Most Rated New Media Channels for New Business Generation By Region: North America, Europe, Asia-Pacific, Rest of the World (% Buyer Respondents), Global Airports Industry, 2009

Table 62: Expected Adaptations to Marketing Activities During Recession and Recovery By Company Turnover (% Buyer Respondents), Global Airports Industry, 2009

Table 63: Expected Adaptations to Marketing Activities During Recession and Recovery By Region: North America, Europe, Asia-Pacific, Rest of World (% Buyer Respondents), Global Airports Industry, 2009

Table 64: Critical Success Factors for Choosing a Marketing Agency By Expected Change in Future Marketing Expenditure (% Buyer Respondents), Global Airports Industry, 2009

Table 65: Critical Success Factors for Choosing a Marketing Agency By Company Turnover (% Buyer Respondents), Global Airports Industry, 2009

Table 66: Critical Success Factors for Choosing a Marketing Agency By Region: North America, Europe, Asia-Pacific, Rest of the World (% Buyer Respondents), Global Airports Industry, 2009

Table 67: Marketing Attitudes and Approaches - Level of Agreement with the Following Statements: Airport Owner / Operator / Contractor or Airport Support Services (% Buyer Respondents), Global Airports Industry, 2009

Table 68: Full Survey Results-Closed Questions

1.2 List Of Figures

Figure : Leading Business Concerns for 2009-2010 Among Global Airports Industry Buyers and Suppliers (% All Respondents), 2009

Figure 1: Global Airports Industry Expectations of Global Economy Recovery Timings (% All Respondents), 2009

Figure 2: Global Airports Industry Expectations of Global Economy Recovery Timings By Region: North America, Europe, Asia-Pacific, Rest of World (% All Respondents), 2009

Figure 3: Global Airports Industry Expectations Of Global Economy Recovery Timings By Company Type: Airport Owners / Operators / Contractors, Airport Support Services, Engineering & Design Service Providers, Airport Industry Suppliers (% All Respondents), 2009

Figure 4: Company Revenue Growth Optimism In the Global Airports Industry (% All Respondents), 2009

Figure 5: Company Revenue Growth Optimism By Global Airports Industry Company Type: Airport Owners / Operators / Contractors, Airport Support Services, Engineering & Design Service Providers, Airport Industry Suppliers (% All Respondents), 2009

Figure 6: Company Revenue Growth Optimism In the Global Airports Industry By Region: North America, Europe, Asia-Pacific, Rest of World (% All Respondents), 2009

Figure 7: Airport Owner / Operator / Contractor Industry: Market Predictions of the Fastest and Slowest Growing Regions (% Airport Owner / Operator / Contractor Respondents), 2009

Figure 8: Airport Support Services Industry: Market Predictions of the Fastest and Slowest Growing Regions (% Airport Support Services Respondents), 2009

Figure 9: Engineering & Design Service Provider Industry: Market Predictions of the Fastest And Slowest Growing Regions (% Engineering & Design Service Provider Respondents), 2009

Figure 10: Airport Industry Supplier Industry: Market Predictions of the Fastest And Slowest Growing Regions (% Airport Industry Supplier Respondents), 2009

Figure 11: Merger and Acquisition Activity Expectations Over the Next 12 Months In the Global Airport Owner / Operator / Contractor Industry (% Airport Owner / Operator / Contractor Industry Respondents), 2009

Figure 12: Merger and Acquisition Activity Expectations Over the Next 12 Months In the Global Airport Support Services Industry (% Airport Support Services Industry Respondents), 2009

Figure 13: Merger and Acquisition Activity Expectations Over the Next 12 Months In the Global Engineering and Design Service Provider Industry (% Engineering and Design Service Provider Industry Respondents), 2009

Figure 14: Merger and Acquisition Activity Expectations Over the Next 12 Months In the Global Airport Industry Supplier Industry (% Airport Industry Supplier Industry Respondents), 2009

Figure 15: Leading Business Concerns For The Period 2009-2010 Among Global Airports Industry Buyers And Suppliers (% All Respondents), 2009

Figure 16: Airport Owner / Operator / Contractor Vs. Airport Support Services Vs. Engineering and Design Service Providers Vs. Airport Industry Suppliers: Leading Business Concerns for the Period 2009-2010 Among Global Airports Industry Buyers and Suppliers (% All Respondents), 2009

Figure 17: The Most Important Actions For Suppliers to Take to Maintain And Secure Buyer Business During The Recession In The Global Airports Industry: Supplier Responses Vs. All Buyer Responses (% All Respondents), 2009

Figure 18: The Most Important Actions for Suppliers to Take to Maintain and Secure Buyer Business During the Recession In the Global Airports Industry: Airport Owner / Operator / Contractor Vs. Airport Support Services (% Buyer Respondents), 2009

Figure 19: The Most Important Actions for Suppliers to Take to Maintain and Secure Buyer Business During the Recession In the Global Airports Industry: Analysis of All Buyer Respondents By Region (% Buyer Respondents), 2009

Figure 20: Annual Marketing Budget in US Dollars: Airport Industry Supplier and Service Provider (% Supplier Respondents), Global Airports Industry, 2009

Figure 21: Annual Marketing Budget in US Dollars By Company Turnover (% Supplier Respondents), Global Airports Industry, 2009

Figure 22: Annual Marketing Budget in US Dollars By Region: North America, Europe, Asia-Pacific, Rest of the World (% Supplier Respondents), Global Airports Industry, 2009

Figure 23: Expected % Change in Marketing Expenditure Levels Over the Next 12 Months: Airport Industry Supplier and Service Provider (% Supplier Respondents), Global Airports Industry, 2009

Figure 24: Expected % Change in Marketing Expenditure Levels Over the Next 12 Months By Company Turnover (% Supplier Respondents), Global Airports Industry, 2009

Figure 25: Expected % Change in Marketing Expenditure Levels Over the Next 12 Months By Region: North America, Europe, Asia-Pacific, Rest of the World (% Supplier Respondents), Global Airports Industry, 2009

Figure 26: Expected Increase or Decrease in Expenditure By Media Channel Over the Next 12 Months: Airport Industry Supplier and Service Provider (% Supplier Respondents), Global Airports Industry, 2009

Figure 27: Expected Increase in Expenditure By Media Channel Over the Next 12 Months By Company Turnover (% Supplier Respondents), Global Airports Industry, 2009

Figure 28: Expected Increase in Expenditure By Media Channel Over the Next 12 Months By Region: North America, Europe, Asia-Pacific, Rest of the World (% Supplier Respondents), Global Airports Industry, 2009

Figure 29: Expected Marketing and Sales Technologies to Invest in Over the Next 12 Months: Airport Industry Supplier and Service Provider (% Supplier Respondents), Global Airports Industry, 2009

Figure 30: Expected Marketing and Sales Technologies to Invest in Over the Next 12 Months By Company Turnover (% Supplier Respondents), Global Airports Industry, 2009

Figure 31: Expected Marketing and Sales Technologies to Invest in Over the Next 12 Months By Region: North America, Europe, Asia-Pacific, Rest of the World (% Supplier Respondents), Global Airports Industry, 2009

Figure 32: Annual Marketing Budget in US Dollars: Airport Owner / Operator / Contractor or Airport Support Services (% Buyer Respondents), Global Airports Industry, 2009

Figure 33: Annual Marketing Budget in US Dollars By Company Turnover (% Buyer Respondents), Global Airports Industry, 2009

Figure 34: Annual Marketing Budget in US Dollars By Region: North America, Europe, Asia-Pacific, Rest of the World (% Buyer Respondents), Global Airports Industry, 2009

Figure 35: Expected % Change in Marketing Expenditure Levels Over the Next 12 Months: Airport Owner / Operator / Contractor or Airport Support Services (% Buyer Respondents), Global Airports Industry, 2009

Figure 36: Expected % Change in Marketing Expenditure Levels Over the Next 12 Months By Company Turnover (% Buyer Respondents), Global Airports Industry, 2009

Figure 37: Expected % Change in Marketing Expenditure Levels Over the Next 12 Months By Region: North America, Europe, Asia-Pacific, Rest of the World (% Buyer Respondents), Global Airports Industry, 2009

Figure 38: Expected Increase or Decrease in Expenditure By Media Channel Over the Next 12 Months: Airport Owner / Operator / Contractor or Airport Support Services (% Buyer Respondents), Global Airports Industry, 2009

Figure 39: Expected Increase in Expenditure By Media Channel Over the Next 12 Months By Company Turnover (% Buyer Respondents), Global Airports Industry, 2009

Figure 40: Expected Increase in Expenditure By Media Channel Over the Next 12 Months By Region: North America, Europe, Asia-Pacific, Rest of the World (% Buyer Respondents), Global Airports Industry, 2009

Figure 41: Expected Marketing and Sales Technologies to Invest in Over the Next 12 Months: Airport Owner / Operator / Contractor or Airport Support Services (% Buyer Respondents), Global Airports Industry, 2009

Figure 42: Expected Marketing and Sales Technologies to Invest in Over the Next 12 Months By Company Turnover (% Buyer Respondents), Global Airports Industry, 2009

Figure 43: Expected Marketing and Sales Technologies to Invest in Over the Next 12 Months By Region: North America, Europe, Asia-Pacific, Rest of the World (% Buyer Respondents), Global Airports Industry, 2009

Figure 44: Key Marketing Aims Over the Next Year: Airport Industry Supplier and Service Provider (% Supplier Respondents), Global Airports Industry, 2009

Figure 45: Most Important Key Marketing Aims Over the Next Year By Expected Change in Future Marketing Expenditure (% Supplier Respondents), Global Airports Industry, 2009

Figure 46: Most Important Key Marketing Aims Over the Next Year By Company Turnover (% Supplier Respondents), Global Airports Industry, 2009

Figure 47: Most Important Key Marketing Aims Over the Next Year By Region: North America, Europe, Asia-Pacific, Rest of the World (% Supplier Respondents), Global Airports Industry, 2009

Figure 48: Most Rated New Media Channels for New Business Generation: Airport Industry Supplier and Service Provider (% Supplier Respondents), Global Airports Industry, 2009

Figure 49: Most Rated New Media Channels for New Business Generation By Company Turnover (% Supplier Respondents), Global Airports Industry, 2009

Figure 50: Most Rated New Media Channels for New Business Generation By Region: North America, Europe, Asia-Pacific, Rest of the World (% Supplier Respondents), Global Airports Industry, 2009

Figure 51: Importance of ROI Metric Types for Measuring Media Campaigns: Airport Industry Supplier and Service Provider (% Supplier Respondents), Global Airports Industry, 2009

Figure 52: Expected Adaptations to Marketing Activities During Recession and Recovery: Airport Industry Supplier and Service Provider (% Supplier Respondents), Global Airports Industry, 2009

Figure 53: Expected Adaptations to Marketing Activities During Recession and Recovery By Company Turnover (% Supplier Respondents), Global Airports Industry, 2009

Figure 54: Expected Adaptations to Marketing Activities During Recession and Recovery By Region: North America, Europe, Asia-Pacific, Rest of the World (% Supplier Respondents), Global Airports Industry, 2009

Figure 55: Expected Change in Face-to-Face Meetings Over the Next 12 Months: Airport Industry Supplier and Service Provider (% Supplier Respondents), Global Airports Industry, 2009

Figure 56: Expected Change in Face-to-Face Meetings Over the Next 12 Months By Company Turnover (% Supplier Respondents), Global Airports Industry, 2009

Figure 57: Expected Change in Face-to-Face Meetings Over the Next 12 Months By Region: North America, Europe, Asia-Pacific, Rest of the World (% Supplier Respondents), Global Airports Industry, 2009

Figure 58: Critical Success Factors for Choosing a Marketing Agency: Airport Industry Supplier and Service Provider (% Supplier Respondents), Global Airports Industry, 2009

Figure 59: Critical Success Factors for Choosing a Marketing Agency By Expected Change in Future Marketing Expenditure (% Supplier Respondents), Global Airports Industry, 2009

Figure 60: Key Marketing Aims Over the Next Year: Airport Owner / Operator / Contractor or Airport Support Services (% Buyer Respondents), Global Airports Industry, 2009

Figure 61: Most Important Key Marketing Aims Over the Next Year By Expected Change in Future Marketing Expenditure (% Buyer Respondents), Global Airports Industry, 2009

Figure 62: Most Important Key Marketing Aims Over the Next Year By Company Turnover (% Buyer Respondents), Global Airports Industry, 2009

Figure 63: Most Important Key Marketing Aims Over the Next Year By Region: North America, Europe, Asia-Pacific, Rest of the World (% Buyer Respondents), Global Airports Industry, 2009

Figure 64: Most Rated New Media Channels for New Business Generation: Airport Owner / Operator / Contractor or Airport Support Services (% Buyer Respondents), Global Airports Industry, 2009

Figure 65: Most Rated New Media Channels for New Business Generation By Company Turnover (% Buyer Respondents), Global Airports Industry, 2009

Figure 66: Most Rated New Media Channels for New Business Generation By Region: North America, Europe, Asia-Pacific, Rest of the World (% Buyer Respondents), Global Airports Industry, 2009

Figure 67: Importance of ROI Metric Types for Measuring Media Campaigns: Airport Owner / Operator / Contractor or Airport Support Services (% Buyer Respondents), Global Airports Industry, 2009

Figure 68: Expected Adaptations to Marketing Activities During Recession and Recovery: Airport Owner / Operator / Contractor or Airport Support Services (% Buyer Respondents), Global Airports Industry, 2009

Figure 69: Expected Adaptations to Marketing Activities During Recession and Recovery By Company Turnover (% Buyer Respondents), Global Airports Industry, 2009

Figure 70: Expected Adaptations to Marketing Activities During Recession and Recovery By Region: North America, Europe, Asia-Pacific, Rest of the World (% Buyer Respondents), Global Airports Industry, 2009

Figure 71: Expected Change in Face-to-Face Meetings Over the Next 12 Months By Company Turnover (% Buyer Respondents), Global Airports Industry, 2009

Figure 72: Expected Change in Face-to-Face Meetings Over the Next 12 Months By Company Turnover (% Buyer Respondents), Global Airports Industry, 2009

Figure 73: Expected Change in Face-to-Face Meetings Over the Next 12 Months By Region: North America, Europe, Asia-Pacific, Rest of the World (% Buyer Respondents), Global Airports Industry, 2009

Figure 74: Critical Success Factors for Choosing a Marketing Agency: Airport Owner / Operator / Contractor or Airport Support Services (% Buyer Respondents), Global Airports Industry, 2009

Figure 75: Critical Success Factors for Choosing a Marketing Agency By Expected Change in Future Marketing Expenditure (% Buyer Respondents), Global Airports Industry, 2009

Abstract

• The opinions and forward looking statements of over 700 industry executives have been captured in our in-depth survey, of which 50% represent Director & C-level respondents
• This report covers data and analysis on media channel spend, marketing and sales practices and industry developments by airports, support companies and their suppliers
• The report examines current practices and provides future expectations over the next 12-24 months
• The research is based on primary survey research conducted by Global Markets Direct in association with ICD Research accessing its B2B panels comprised of senior purchase decision makers and leading supplier organizations
• Key topics covered include media spend activity, marketing and sales behaviors & strategies by airport companies and their suppliers and how these have been affected by the recession, as well as threats & opportunities, investment outlook and business confidence among both buyers and suppliers.
• In the report buyers identify what suppliers need to do to maintain their business and the key actions being taken by industry players to overcome the leading business threats
• The report provides qualitative analysis of key industry opportunities and threats and contains full survey results
• The geographical scope of the research is global - drawing on the activity and expectations of leading industry players across the Americas, Europe, Asia-Pacific and Africa & Middle East

• 55% of industry players are looking to increase their marketing expenditure over the next 12 months, with only 26% looking to decrease it
• 24% of industry players are adapting product portfolios or positioning to meet clients cost pressures
• 57% of companies believe that the demonstration of confidence to their customers from increased marketing activity in the current business climate can give their company an edge

• Benchmark your sales and marketing plans with industry competitors to effectively determine strategy
• Identify the specific marketing approaches your competitors are using to win business during the recessionary climate
• Better promote your business by aligning your capabilities and business practices with your customer’s changing needs during these times of market uncertainty
• Secure stronger customer relationships by understanding the leading business concerns and changing strategies of buyers in the airport industry
• Effectively plan your business strategies
• Predict how the industry will grow, consolidate and where it will stagnate
• Uncover the business outlook, key challenges and opportunities identified by suppliers and buyers in the industry

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