Why are Indian travellers an increasingly relevant target group for advertisers at airports?
India’s economy is booming – and with it, purchasing power of its population. An increasing number of Indian passengers are travelling internationally and showing strong interest in global brands. For advertisers, this presents an ideal opportunity to target a fast-growing, internationally minded audience.
Influential Decision-Makers
A JCDecaux study of more than 11,000 respondents across 14 countries reveals: many Indian travellers fly for business and often belong to the group of Business Decision-Makers. They work more frequently in tech, IT or finance than passengers from other countries and expect to see advertising from these sectors at the airport.
High Willingness to Spend
Indian passengers often arrive at the airport well ahead of departure, giving them more time to shop – and they make more spontaneous purchases than, for example, travellers from China. Their overall willingness to spend is also particularly high. They show an affinity for premium products at the airport: 80% feel even more comfortable buying luxury items at the airport than in other retail stores. Advertising close to the point of sale (POS) is especially effective in triggering purchase decisions.
Strong Advertising Impact
Indian travellers notice airport advertising more than the global average and perceive brands present there as innovative, successful and trustworthy. More than 60% have made a purchase at the airport after seeing an advertising message – a figure significantly above the global benchmark.
Conclusion: Targeting Indian travellers at the airport allows you to reach both a powerful business target group and affluent premium shoppers with a high affinity for spontaneous purchases and luxury products, who particularly appreciate the airport environment. Use this chance to tailor your campaigns specifically to this emerging audience – with maximum visibility in an international environment. We are happy to advise you on the effectiveness and impact of your airport advertising.
Source: Ipsos for JCDecaux, global study (14 countries, 11,000+ respondents, Oct–Dec 2023).
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