IN FOCUS Business Travellers Part of the Audience Stories series

Slow but steady growth expected for business travel around the world 2000s recession + 9/11 Financial crisis Times of uncertainty Region Avg. Annual Growth Rate (%) Worldwide 3.7 Asia Pacific 5.7 Africa 4.6 Middle East 4.4 Americas 2.8 Europe 2.6 Sources: I Global Business Travel Association 2016, Mintel Business Travel Worldwide September 2016

Business travellers are skew male, managers of mid-large companies and affluent 71% 29% Demographic Snapshot Bachelor‘s Degree MBA 26% PHD 61% Qualifications Age <10 <50 <250 <500 500+ 8% 13% 31% 20% Company Size US$ 453,620 Average HHI Travel Behaviour Travel Attitudes 12% travel in first / business class but they represent 54% of an airlines‘s income Attitudes towards Media 5 Average number of international media touchpoints while travelling 9 Avg. trip in days 1.8 1.9 2.2 2.3 Average return air trips for business in the last year No. of return air trips taken in a year for business 5+ 10+ 20+ 53% 27% 8% Source: IPSOS/Global Business Travellers 2016

While on travel, business travellers never put down their phone 82% 70% 69% 66% 62% 60% 55% 54% 53% 51% Top 10 Reasons For Using Their Mobile While On Travel Look for information Stay connected Research for work Network for work Stay up to date on news / events Research / find products to buy To get inspired / get ideas Share and promote my business expertise Provide feedback on companies and brands Use messaging apps to stay in touch with family / friends 97% of business travellers carry at least one mobile device 78% say that access to Wi-Fi is vital to their work and expect it wherever they go, including hotels and airplanes. 50% own a company smartphone Source: Adara, Global Business Travel Association 2016, Global Web Index 2015, Business Travellers

Living in the fast lane, they want utility and convenience Source: IPSOS Media / Kantar Worldpanel

Purchases made are often on impulse, highly correlated to ‘gift motivators’ 1 in 2 business travellers will purchase Beauty & Fragrances, while 30% would purchase Fashion & Accessories Highest product category purchases with ‘short selling ceremony’ such as Wine & Spirits, Food & Confectionary 12% have purchased more than US$ 2,800 over the last 12 months With a longer layover (>90 minutes), business travellers will purchase products with higher value such as watches and jewellery (13%) Source: WTM / Nielsen Travel Retail research 2016

Status matters: quality service and good products are simply expected Top 10 Reasons To Engage With A Brand Index 77 115 164 180 105 191 159 155 56 67 This demanding and affluent audience place a higher-than-average premium on exclusivity – things which enhance their reputation and on getting insider knowledge Source: Global Web Index 2015, Business Travellers

Source: Global Web Index 2015, Business Travellers Precious to maximise moments of travel by tapping into social to stay connected 3 in 4 business travellers use social networks on a monthly basis Source: Global Web Index 2015, Business Travellers

They are active social media users: empowered, connected and influential 9% of online adults are frequent business travellers 60% 45% 38% European Mobile Elite, 2012 Have an account with 71% 64% 39% Business Traveller Research, 2015 Have an account with 380 Average number of social media following for a business traveller 89% 88% 83% 71% 66% 5% Shares Creators Commenters Socialisers Reviewers Passives Describe the actions that are performed on social media networks Source: JCDecaux Business Traveller Research 2015, Global Web Index 2015, Business Travellers

Travel time between destination is no longer lost business hours Airports, key catchment for the business traveller Place and time to be productive and get inspired Work and Play: personal-business lives converge in this place of business travellers arrive over an hour early to maximise their time in the lounge Business travellers stay connected via Wi-Fi throughout their travel 2.5 hours average time spent in the airport 50% 65% Data consumed monthly to research for work, stay in touch with friends, family and professional network >1 hour spent within various airport touchpoints for advertisers to reach them use their time in the airport to stay up-to-date with news, products & events >3TB 60% Active mindset, Ad-receptive Connected High dwell, Captive audience Source: Virgin Atlantic Business Traveller Survey

High consumption of digital content during their travel downtime Index 149 236 198 298 341 391 286 328 237 356 76% have used a laptop, tablet or a smartphone to access on-demand media services while travelling Source: Global Web Index 2015, Business Travellers

Business lounges, offer a unique space for work and relaxation Frequent business travellers 77% Read print 70% Work on laptop/tablet 69% Spend time relaxing 49% Make business calls 46% Watch TV 33% Read a book Source: JCDecaux Business Traveller Research 2015

Optimising their share of time and attention when they are most receptive Roadside Taxi Airport International Press Online TV (in Hotel) 58% 54% 35% 60% 19% 16% TV Transport 62% 48% Print 56% 44% 42% 37% Where do you notice advertising always/most of the time? Where is the most effective place to advertise international B2B brands? Source: JCDecaux Business Traveller Research 2015 (29% respondents C-Suites)

% Search online as a direct result of seeing an Outdoor ad Airport OOH prompts positive responses, predominantly driving search volumes % Search online as a direct result of seeing an Outdoor ad Search 58% Source: Kantar Media

Digital OOH offers a new dimension through dynamic content for impact Modern Innovative Advertising on Digital Screens feels… 79% 69% *Those agreeing with the statement Source: Clear Channel ScreenPlay research

Conclusion always-on, geo-relevant information, visual storytelling Right Place Right Context Right Time Right Content The airport environment provides unparalleled opportunity to reach frequent business travellers who are increasingly living ‘life in the cloud’ Airport media is prime real-estate to capture business travellers in the right mindset, when they are actively seeking information across their travel journey Airport media powered by technology can replicate successes of online experience by bringing content into the physical space Airport advertising offers always-on, geo-relevant information, visual storytelling and gives advertisers the most face time to engage this captive premium audience during high dwell