[PDF] ACRP REPORT 4. Ground Access to Major Airports by Public Transportation AIRPORT COOPERATIVE RESEARCH PROGRAM

Anthony Station in RER-B for Orly Airport

People mover from regional rail station to Paris Orly Airport

No facilities

No facilities

CHAPTER 6

Applying Market Research to Airport Ground Access This chapter focuses on the role of market research in planning public transportation services to airports. After an overview of market research techniques, an approach is presented that uses geographic and demographic information to better understand potential ground access markets.

The Role of Market Research Market research is used in all sectors of today’s economy to identify and target selected markets, to gain a competitive edge, to classify and retain customers, and even to determine the lifetime value of selected customer groups. With an ever-increasing number of products and services, the consumer market has become highly fragmented. Increasingly, it has become important to identify and target selected groups of customers rather than trying to serve the entire market (45). In the same way, classifying airport users according to factors known to affect ground access decisions can help airport managers understand how different types of public transportation service will appeal to targeted customer groups. By providing a detailed understanding about the access needs of airport users, market research can help airport managers plan successful public transportation services. This chapter outlines a method for identifying, classifying, and understanding the airport user on the basis of his or her ground access trip to and from the airport.

Characteristics of the Airport Ground Access Market The previous TCRP studies established that there is no single market for ground access services to airports. Instead, there is a series of submarkets, or market segments, each of which has distinct and documentable characteristics. Very often, it is necessary to create distinct services for separate market segments; marketing, pricing, and promotion will usually vary by targeted market segment. For example, at Japan’s Narita Airport, three rail companies offer service at three separate ticket price levels, while a limousine bus company caters to international visitors. At London’s Heathrow Airport, the original combination of a good rapid transit service plus frequent buses was augmented by the addition of the higher priced Heathrow Express premium rail service. In Paris, French decision makers are now determining the best strategy to add a new premium CDG Express to the existing combination of commuter rail and specialty bus service from Paris Charles de Gaulle Airport. In New York City and in Chicago, airport ground access planners are examining the idea of adding additional, higher priced rail services to supplement the present shared rail services to their airports. To plan such services, market researchers typically use a two-step process: first, they examine overall patterns to look for strong geographic markets; second, they apply a more fine-grained demographic segmentation for the specific market identified. 135

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 71 72 73 74 75 76 77 78 79 80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 100 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 117 118 119 120 121 122 123 124 125 126 127 128 129 130 131 132 133 134 135 136 137 138 139 140 141 142 143 144 145 146 147 148 149 150 151 152 153 154 155 156 157 158 159 160 161 162 163 164 165 166 167 168 169 170 171 172 173 174 175 176 177 178 179 180 181 182 183 184 185 186 187 188 189 190 191 192 193 194 195 196 197 198 199 200 201 202 203 204 205 206 207 208 209 210 211 212 213 214 215 216 217 218 219 220 221 222 223 224 225 226 227 228 229 230

Share