Airports

Panel Report

Global Airports Survey 20122013:

Market Trends, Marketing Spend and Sales Strategies
in the Global Airports Industry
Reference code: AP1604PR

Introduction

This report is the result of an extensive survey drawn from ICD Researchs exclusive panel of leading global
airports industry companies. As slow growth in the US market, lower commodity prices in Latin America and
the devaluation of the Euro in Central and Eastern Europe constrict global economic growth, this report
provides the reader with a definitive analysis of the industry outlook and explores how opportunities and
demand are expected to change in 20122013. Furthermore, this report not only grants access to the opinions
and strategies of business decision makers and competitors, but also examines their actions surrounding
business priorities. The report also provides access to information categorized by region, company type and
company size.
The report also examines:
Revenue growth projections: projects revenue growth projections of chief stakeholders of the industry
Market-specific growth opportunities: identifies strongest growth regions so that companies can allocate
their marketing activities and budgets effectively
Mergers and acquisitions: projections surrounding merger and acquisition (M&A) activity and core
influencing factors
Capital expenditure: identifies the change in capital expenditure of an airport buyer or a supplier company
to provide a balanced future growth with capital returns.
Leading business concerns: identifies leading business concerns and subsequent efforts to negate them
Marketing expenditure trends: tracks the marketing budgets of supplier companies and forecasts possible
changes in expenditure
Key factors for marketing agency selection: provides insights into the marketing needs of competitors
among supplier companies

Global Airports Survey 20122013: Market Trends, Marketing Spend and Sales Strategies in
the Global Airports Industry
ICD Research. This product is licensed and is not to be photocopied

EXECUTIVE SUMMARY

Executive Summary
Overall, 51% of respondents are more optimistic about revenue growth in 2012
Of respondents across the global airports industry, 51% are more optimistic about revenue growth for their
company over the next 12 months than the previous 12 months, with the chief reasons for this optimism
including expectations of increased consolidation in the industry, inclusion of various ancillary revenue
sources and technological upgrades, all of which are expected to increase the profitability and cost
performance of the majority of airline carriers in 2012. The top four key expected changes for 2012 are
improving operational efficiency, expand in current market, new products and services and focus on
sustainability, while, in 2011, stabilization of company finance was identified as the most important priority.
Mergers and acquisitions in the global airports industry expected to increase in 2012
Executives from the global airports industry expect to see increased levels of consolidation, with 56% of
respondents anticipating that there will be either a significant increase or an increase in M&A activity over the
next 12 months. High operational costs, increasing competition, the need to increase geographical presence
in key markets and business competence, and pressure on bottom-line performances are the key stimuli for
the increasing trend towards merger and acquisitions.
China, India and the Middle East are considered the most important emerging markets for growth
Overall, both groups of respondents identified China as the most important region for growth among emerging
markets, with India and the Middle East also identified as potentially important markets. As a result of
expansion of business activities into emerging markets, these regions world-leading economic growth rates,
changing consumer lifestyles and increasing disposable income, the demand for air travel and related services
is growing rapidly in many emerging markets. For example, airline traffic in the Asia-Pacific region recorded an
annual increase of 7.5% in 2011, as compared to the global average of 5.3%. This strong growth was
predominantly due to rapidly increasing demand in China and India, demand that is expected to continue to
increase over the next 12 months.
Singapore, Taiwan, Hong Kong, the US and South Korea were identified as the most important growth regions
among developed countries. Of these, Singapore is expected to offer the strongest growth potential, as the
expansion of the countrys manufacturing and services industries, regional growth and substantial government
expenditure are all expected to fuel overall economic growth. In contrast, Japan, France, Spain and Italy are
expected to offer the least growth potential.
Companies face key challenges due to market uncertainty, responding to pricing pressure and
rising competition
Market uncertainty, responding to pricing pressure and rising competition are the immediate business
concerns for the global airports industry. Interestingly, although regardless of company size, global airports
industry companies consider market uncertainty the leading business concern, the retention or recruitment of

Global Airports Survey 20122013: Market Trends, Marketing Spend and Sales Strategies in
the Global Airports Industry
ICD Research. This product is licensed and is not to be photocopied

EXECUTIVE SUMMARY
skilled staff remains a more immediate business concern for large companies than small and medium-sized
companies. As a result of these concerns, the most important objectives for suppliers were identified as
innovate product, engage in partnerships to optimize working capital and reduce costs, improve customer
service, provide support for generating new business, reduce prices and demonstrate better ROI, as
identified by both buyer and supplier companies.
Average annual marketing budget of suppliers expected to increase in 2012
ICD Researchs industry survey revealed that, on average, the marketing budgets of airports industry suppliers
are expected to rise by 6% over the next 12 months. In the 2011 survey, 39% of respondents expected their
marketing expenditure to increase by 525%, while 9% of respondents expected their marketing expenditure
to decline by 110%. In the 2012 survey however, 33% of respondents expect their marketing expenditure to
rise by 525%, a decline in expectations of increased expenditure that suggests that the industry is yet to fully
recover, and that confidence within the industry is yet to be restored due to global economic uncertainty.
Overall, the average size of the global, annual marketing budget for airports industry supplier companies in
2011 stood at US$3.6 million, but this has now risen to US$3.7 million for 2012. However, 78% of companies
have a low marketing budget of less than US$250,000 for 2012. This indicates that companies intend to keep
budgets low by spending less time and money on less effective marketing strategies, while spending a higher
proportion on more effective marketing strategies.
Email and newsletters, corporate and brand websites, online portals to dominate future investment
The main media types for which expenditure is expected to increase in 2012 are email and newsletters, as
identified by 52% of respondents; corporate and brand websites, as identified by 44% of respondents; online
portals, as identified by 44% of respondents; social media and networking sites, as identified by 40% of
respondents; and conferences and events, as identified by 38% of respondents. This indicates that marketers
in the global airports industry are expected to allocate a higher proportion of their budget towards new media,
such as email, internet searches and websites. Market intelligence research, CRM systems, competitor
intelligence research, business performance management solutions and direct internet distribution systems
were identified as the marketing and sales solutions activities in which investment is most expected to
increase in 2012.
Customer retention, customer acquisition and lead generation considered key marketing aims of
suppliers for 20122013
Survey respondents also identified their key marketing aims for 2012, with customer retention mentioned by
57% of respondents, customer acquisition mentioned by 46% of respondents, and lead generation
mentioned by 36% of respondents. The most significant strategy that global airports industry suppliers plan to
employ in 2012 is to focus sales efforts on generating new business, as identified by 65% of respondents.
Supplier respondents are also expected increase investment in new media, such as networking through social
media websites, email promotions and email educational messages, in order to market their products and
increase business.

Global Airports Survey 20122013: Market Trends, Marketing Spend and Sales Strategies in
the Global Airports Industry
ICD Research. This product is licensed and is not to be photocopied

EXECUTIVE SUMMARY
Ability to target specific audience niches, strategic and tactical consulting and low cost are the
three critical factors suppliers will consider when choosing suppliers in 2012
In the process of choosing marketing agencies, the ability to target specific audience niches, strategic and
tactical consulting and low cost are considered deciding factors by respondents from the global airports
supplier industry. Survey results indicate that these critical success factors have not changed significantly from
2010 and 2011. However, although the ability to target specific audience niches and the ability to generate
leads or setup customer meetings have retained their high importance throughout 20102012, the importance
of strategic and tactical consulting, and low cost has increased for 2012.

Global Airports Survey 20122013: Market Trends, Marketing Spend and Sales Strategies in
the Global Airports Industry
ICD Research. This product is licensed and is not to be photocopied

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TABLE OF CONTENTS
1

Introduction ........................................................................................................................... 9
1.1 What is this Report About? ............................................................................................................... 9
1.2 Definitions ........................................................................................................................................ 9
1.3 Methodology ...................................................................................................................................10
1.4 Global Airports Industry: Profile of Survey Respondents .................................................................12

2
3

1.4.1

Global airports industry: profile of buyer respondents .............................................................................. 12

1.4.2

Global airports industry: profile of supplier respondents .......................................................................... 13

Executive Summary ............................................................................................................ 15

Global Airports Industry Dynamics ................................................................................... 18
3.1 Global Airports Industry Revenue Growth Projections .....................................................................19
3.1.1

Revenue growth projections in the global airports industry by company type ......................................... 22

3.1.2

Revenue growth projections in the global airports industry by region ...................................................... 24

3.1.3

Revenue growth projections in the global airports industry by company turnover ................................... 26

3.1.4

Revenue growth projections in the global airports industry by senior level respondents ......................... 27

3.2 Future Developments in Business Structure in the Global Airports Industry ....................................29
3.2.1

Global airports industry: future developments in business structure by buyers ....................................... 29

3.2.2

Global airports industry: future developments in business structure by suppliers ................................... 31

3.2.3

Global airports industry: future developments in business structure by region ........................................ 33

3.2.4

Global airports industry: future developments in business structure by company turnover ..................... 34

3.2.5

Global airports industry: developments in business structure by senior level respondents ..................... 34

3.3 Merger and Acquisition Activity Projections in the Global Airports Industry......................................35
3.3.1

M&A activity projections in the global airports industry by buyers............................................................ 36

3.3.2

M&A activity projections in the global airports industry by suppliers ........................................................ 39

3.3.3

M&A activity projections in the global airports industry by region ............................................................ 40

3.3.4

M&A activity projections in the global airports industry by company turnover ......................................... 42

3.3.5

M&A activity projections in the global airports industry by purchasing decision authority ....................... 43

3.4 Estimation of Capital Expenditure in the Global Airports Industry ....................................................44

3.4.1

Estimation of capital expenditure in the global airports industry by buyers .............................................. 44

3.4.2

Estimation of capital expenditure in the global airports industry by suppliers .......................................... 47

3.4.3

Estimation of capital expenditure in the global airports industry by region .............................................. 49

3.4.4

Estimation of capital expenditure in the global airports industry by company turnover ........................... 50

3.5 Planned Change in Staff Recruitment Activity in the Global Airports Industry ..................................51
3.5.1

Global airports industry: staff recruitment activity by buyers .................................................................... 51

3.5.2

Global airports industry: planned change in staff recruitment activity by suppliers .................................. 52

3.5.3

Global airports industry: planned change in staff recruitment activity by region ...................................... 54

3.5.4

Global airports industry: planned change in staff recruitment activity by company turnover ................... 55

Global Airports Survey 20122013: Market Trends, Marketing Spend and Sales Strategies in
the Global Airports Industry
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Global Airports Industry Market Growth Outlook ............................................................. 56

4.1 Global Airports Industry: Demand in Emerging Markets ..................................................................57
4.1.1

Global airports industry: demand in emerging markets by buyers ........................................................... 58

4.1.2

Global airports industry: demand in emerging markets by suppliers ....................................................... 62

4.1.3

Global airports industry: demand in emerging markets by region ............................................................ 64

4.1.4

Global airports industry: demand in emerging markets by company turnover ......................................... 65

4.2 Global Airports Industry: Growth Projections in Developed Countries .............................................66

4.2.1

Global airports industry: growth projections in developed countries by buyers ....................................... 67

4.2.2

Global airports industry: growth projections in developed countries by suppliers .................................... 70

4.2.3

Global airports industry: growth projections in developed countries by region ........................................ 72

4.2.4

Global airports industry: growth projections in developed countries by company turnover ..................... 73

Threats and Opportunities for the Global Airports Industry ........................................... 74

5.1 Leading Business Concerns in the Global Airports Industry for 20122013.....................................75
5.1.1

Leading business concerns for the global airports industry 20122013 by company type ...................... 77

5.1.2

Leading business concerns for the global airports industry 20122013 by region .................................. 78

5.1.3

Leading business concerns for the global airports industry 20122013 by company turnover ............... 80

5.2 Global Airports Industry Key Supplier Actions to Secure Buyer Business ........................................81

5.2.1

Global airports industry: actions to secure buyer business by buyers ..................................................... 81

5.2.2

Global airports industry: actions to secure buyer business by region ...................................................... 85

5.2.3

Global airports industry: actions to secure buyer business by company turnover ................................... 86

5.2.4

Global airports industry: Actions to secure buyer business by procurement budget ............................... 88

5.2.5

Global airports industry: actions to secure buyer business by purchasing decision authority ................. 89

Global Airports Industry Supplier Marketing Spend Activity .......................................... 90

6.1 Annual Marketing Budgets: Global Airports Industry Suppliers ........................................................91
6.1.1

Annual marketing budgets by region: global airports industry suppliers .................................................. 92

6.1.2

Annual marketing budgets by company turnover: global airports industry suppliers ............................... 94

6.2 Planned Change in Marketing Expenditure Levels: Global Airports Industry Suppliers ....................95
6.2.1

Planned change in marketing expenditure levels by region: global airports industry suppliers ............... 97

6.2.2

Planned change in marketing expenditure by turnover: global airports industry suppliers ...................... 98

6.2.3

Planned change in marketing expenditure levels vs. revenue growth expectations ................................ 99

6.3 Future Investment by Media Channel: Global Airports Industry Suppliers .....................................101
6.3.1

Future investment by media channel by region: global airports industry suppliers ................................ 104

6.3.2

Planned change in marketing spend by company turnover: global airports industry suppliers ............. 105

6.4 Global Airports Industry Suppliers Future Investment in Marketing and Sales ..............................106

6.4.1

Planned investment in marketing and sales technologies by region: global airports industry suppliers 108

6.4.2

Planned investment in marketing and sales by turnover: global airports industry suppliers .................. 110

Marketing and Sales Behaviors and Strategies in 20122013 ....................................... 112

7.1 Key Marketing Aims for 20122013: Global Airports Industry Suppliers ........................................113

Global Airports Survey 20122013: Market Trends, Marketing Spend and Sales Strategies in
the Global Airports Industry
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7.1.1

Key marketing aims by region: global airports industry suppliers .......................................................... 114

7.1.2

Key marketing aims by company turnover: global airports industry suppliers ....................................... 115

7.1.3

Key marketing aims by revenue growth expectations: global airports industry suppliers ...................... 116

7.2 Essential Amendments to Marketing Activities in 20122013 ........................................................117

7.2.1

Amendments to marketing activities by region: global airports industry suppliers ................................. 119

7.2.2

Amendments to marketing activities by company turnover: global airports industry suppliers .............. 121

7.3 Use of New Media for Business Prospects: Global Airports Industry Suppliers .............................123
7.3.1

Use of new media by region: global airports industry suppliers ............................................................. 125

7.3.2

Use of new media by company turnover: global airports industry suppliers .......................................... 127

7.4 Critical Success Factors for Choosing a Marketing Agency ...........................................................129

7.4.1

Critical success factors by region: global airports industry suppliers ..................................................... 131

7.4.2

Critical success factors by company turnover: global airports industry suppliers .................................. 133

Appendix ............................................................................................................................ 135

8.1 Full survey results .........................................................................................................................135
8.2 Methodology .................................................................................................................................153
8.3 Contact us .....................................................................................................................................153
8.4 About ICD Research .....................................................................................................................153
8.5 Disclaimer .....................................................................................................................................153

Global Airports Survey 20122013: Market Trends, Marketing Spend and Sales Strategies in
the Global Airports Industry
ICD Research. This product is licensed and is not to be photocopied

To read the full report, please call +44 (0)207 936 6830
TABLE OF CONTENTS

LIST OF FIGURES
Figure 1: Global Airports Industry Revenue Growth Optimism (%), 20102012 .................................................................................................. 21
Figure 2: Global Airports Industry Revenue Growth Optimism by Company Type (%), 20102012 ..................................................................... 23
Figure 3: Global Airports Industry Revenue Growth Optimism by Region (%), 20102012 ................................................................................. 25
Figure 4: Global Airports Industry Revenue Growth Optimism by Turnover (%), 2012 ........................................................................................ 26
Figure 5: Global Airports Industry Revenue Growth Optimism by Senior Level Respondents (%), 2012 ............................................................. 27
Figure 6: Revenue Growth Optimism: Cross Industry Comparison (%), 2012 ..................................................................................................... 28
Figure 7: Future Developments in Business Structure, Global Airports Industry Buyers (%), 2012...................................................................... 31
Figure 8: Future Developments in Business Structure, Global Airports Industry Suppliers (%), 2012 .................................................................. 33
Figure 9: Future Developments in Business Structure, Senior Level Respondents (%), 2012 ............................................................................. 34
Figure 10: M&A Activity Projections: Global Airport Operators Industry (%), 20102012..................................................................................... 37
Figure 11: M&A Activity Projections: Global Airport Support Services (%), 20102012 ....................................................................................... 38
Figure 12: M&A Activity Projections: Global Airports Industry Suppliers (%), 20102012 .................................................................................... 40
Figure 13: Global Airports Industry M&A Activity Projections by Region (%), 2012 ............................................................................................. 41
Figure 14: Global Airports Industry M&A Activity Projections by Turnover (%), 2012 .......................................................................................... 42
Figure 15: Global Airports Industry M&A Activity Projections by Purchasing Decision Authority (%), 2012.......................................................... 43
Figure 16: Capital Expenditure Estimation by Global Airport Operators (%), 2012 .............................................................................................. 45
Figure 17: Capital Expenditure Estimation by Global Airport Support Services (%), 2012 ................................................................................... 46
Figure 18: Capital Expenditure Estimation by Global Airports Industry Suppliers (%), 2012 ................................................................................ 48
Figure 19: Capital Expenditure Estimation in the Global Airports Industry by Region (%), 2012 .......................................................................... 49
Figure 20: Capital Expenditure Estimation in the Global Airports Industry by Turnover (%), 2012 ....................................................................... 50
Figure 21: Global Airports Industry: Staff Recruitment Activity by Buyers (%), 2012 ........................................................................................... 52
Figure 22: Planned Change in Staff Recruitment by Global Airports Industry Suppliers (%), 2012 ...................................................................... 53
Figure 23: Global Airports Industry: Planned Change in Staff Hiring Activities by Region (%), 2012 ................................................................... 54
Figure 24: Global Airports Industry: Planned Change in Staff Hiring Activities by Turnover (%), 2012 ................................................................ 55
Figure 25: Global Airports Industry: Top Ten Growth Regions (%), 2012 ............................................................................................................ 56
Figure 26: Global Airports Industry: Top Five Emerging Markets: Global Airports Industry, 2012 ........................................................................ 57
Figure 27: Demand in Emerging Markets by Global Airport Operators (%), 2012 ................................................................................................ 60
Figure 28: Demand in Emerging Markets by Global Airport Support Services (%), 2012..................................................................................... 61
Figure 29: Demand in Emerging Markets by Global Airports Industry Suppliers (%), 2012 ................................................................................. 63
Figure 30: Global Airports Industry: Demand in Emerging Markets by Region (%), 2012 .................................................................................... 64
Figure 31: Global Airports Industry: Demand in Emerging Markets by Company Turnover (%), 2012 ................................................................. 65
Figure 32: Global Airports Industry: Top Five Developed Regions by Growth (%), 2012 ..................................................................................... 66
Figure 33: Growth Projections in Developed Countries by Global Airport Operators (%), 2012 ........................................................................... 68
Figure 34: Growth Projections in Developed Countries by Global Airport Support Services (%), 2012 ................................................................ 69
Figure 35: Growth Projections in Developed Countries by Global Airports Industry Suppliers (%), 2012 ............................................................. 71
Figure 36: Global Airports Industry: Growth Projections in Developed Countries by Region (%), 2012 ............................................................... 72
Figure 37: Global Airports Industry: Growth Projections in Developed Countries by Turnover (%), 2012 ............................................................ 73
Figure 38: Global Airports Industry: Top Five Leading Business Concerns, 20122013...................................................................................... 76
Figure 39: Global Airports Industry: Leading Business Concerns (%), 20122013 .............................................................................................. 77
Figure 40: Actions to Secure Buyer Business, Global Airports Industry Buyer Responses (%), 2012 .................................................................. 83
Figure 41: Actions to Secure Buyer Business, Global Airports Industry Buyer vs. Supplier Responses (%), 2012 .............................................. 84
Figure 42: Global Airports Industry: Actions to Secure Buyer Business by Turnover (%), 2012 ........................................................................... 87
Figure 43: Global Airports Industry: Actions to Secure Buyer Business, Purchasing Decision Authority (%), 2012.............................................. 89
Figure 44: Annual Marketing Budgets: Global Airports Industry Suppliers (%), 20102012................................................................................. 92
Figure 45: Annual Marketing Budgets by Region: Global Airports Industry Suppliers (%), 2012 .......................................................................... 93
Figure 46: Annual Marketing Budgets by Turnover: Global Airports Industry Suppliers (%), 2012 ....................................................................... 94
Figure 47: Planned Change in Marketing Expenditure: Global Airports Industry Suppliers (%), 20102012 ........................................................ 96
Figure 48: Planned Change in Marketing Expenditure Levels by Region: (%), 2012 ........................................................................................... 98
Figure 49: Planned Change in Marketing Expenditure Levels by Company Turnover:(%), 2012 ......................................................................... 99
Figure 50: Future Investment by Media Channels: Global Airports Industry Suppliers (%), 2012 .......................................................................103
Figure 51: Future Investment by Media Channels by Region (% Increase Responses), 2012 ............................................................................104
Figure 52: Future Investment by Media Channels by Company Turnover (% Increase Responses), 2012 .........................................................105
Figure 53: Planned Investment in Marketing and Sales Technologies: Global Airports Industry Suppliers (%), 2012 .........................................107
Figure 54: Planned Investment in Marketing and Sales Technologies by Region: Global Airports Industry Suppliers (%), 2012 .......................109
Figure 55: Planned Investment in Marketing and Sales Technologies by Company Turnover: Global Airports Industry Suppliers (%), 2012 .....111
Figure 56: Key Marketing Aims: Global Airports Industry Suppliers (%), 2012 ...................................................................................................114
Figure 57: Key Marketing Aims by Region: Global Airports Industry Suppliers (%), 2012...................................................................................115
Figure 58: Key Marketing Aims by Company Turnover: Global Airports Industry Suppliers (%), 2012 ................................................................115

Global Airports Survey 20122013: Market Trends, Marketing Spend and Sales Strategies in
the Global Airports Industry
ICD Research. This product is licensed and is not to be photocopied

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Figure 59: Key Marketing Aims by Revenue Growth Expectations: Global Airports Industry Suppliers (%), 2012 ..............................................116
Figure 60: Amendments to Marketing Activities: Global Airports Industry Suppliers (%) , 2012 ..........................................................................118
Figure 61: Amendments to Marketing Activities by Region: Global Airports Industry Suppliers (%), 2012 ..........................................................120
Figure 62: Amendments to Marketing Activities by Company Turnover: Global Airports Industry Suppliers (%), 2012 .......................................122
Figure 63: Use of New Media by Suppliers: Global Airports Industry (%),2012 ..................................................................................................124
Figure 64: Use of New Media by Region: Global Airports Industry Suppliers (%), 2012 .....................................................................................126
Figure 65: Use of New Media by Company Turnover: Global Airports Industry Suppliers (%), 2012 ..................................................................128
Figure 66: Critical Success Factors: Global Airports Industry Suppliers (%), 2012 .............................................................................................130
Figure 67: Critical Success Factors by Region: Global Airports Industry Suppliers (%), 2012 ............................................................................132
Figure 68: Critical Success Factors by Turnover: Global Airports Industry Suppliers (%), 2012 .........................................................................134

Global Airports Survey 20122013: Market Trends, Marketing Spend and Sales Strategies in
the Global Airports Industry
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LIST OF TABLES
Table 1: Global Airports Industry Survey Respondents by Company Type, 2012 ................................................................................................ 12
Table 2: Global Airports Industry Buyer Respondents by Job Role (%), 2012 ..................................................................................................... 12
Table 3: Global Airports Industry Buyer Respondents by Global Company Turnover (%), 2012 .......................................................................... 13
Table 4: Global Airports Industry Buyer Respondents by Region (%), 2012 ........................................................................................................ 13
Table 5: Global Airports Industry Supplier Respondents by Job Role (%), 2012 ................................................................................................. 14
Table 6: Global Airports Industry Supplier Respondents by Global Company Turnover (%), 2012 ...................................................................... 14
Table 7: Global Airports Industry Supplier Respondents by Region (%), 2012 .................................................................................................... 14
Table 8: Global Airports Industry Revenue Growth Optimism (%), 20102012 ................................................................................................... 20
Table 9: Global Airports Industry Revenue Growth Optimism by Buyers (%), 20102012 ................................................................................... 22
Table 10: Global Airports Industry Revenue Growth Optimism by Suppliers (%), 20102012 ............................................................................. 22
Table 11: Global Airports Industry Revenue Growth Optimism by Region (%), 20102012................................................................................. 24
Table 12: Global Airports Industry Revenue Growth Optimism by Turnover (%), 2012 ....................................................................................... 26
Table 13: Global Airports Industry Revenue Growth Optimism by Senior Level Respondents (%), 2012 ............................................................ 27
Table 14: Future Developments in Business Structure, Global Airports Industry Buyers (%), 2012 ..................................................................... 30
Table 15: Future Developments in Business Structure, Global Airports Industry Suppliers (%), 2012 ................................................................. 32
Table 16: Global Airports Industry: Future Developments in Business Structure by Region (%), 2012 ................................................................ 33
Table 17: Global Airports Industry: Future Developments in Business Structure by Turnover (%), 2012 ............................................................. 34
Table 18: M&A Activity Projections: Global Airport Operators Industry (%), 20102012 ...................................................................................... 37
Table 19: M&A Activity Projections: Global Airport Support Services (%), 20102012 ........................................................................................ 38
Table 20: M&A Activity Projections: Global Airports Industry Suppliers (%), 20102012 ..................................................................................... 40
Table 21: Global Airports Industry M&A Activity Projections by Region (%), 2012 .............................................................................................. 41
Table 22: Global Airports Industry M&A Activity Projections by Turnover (%), 2012............................................................................................ 42
Table 23: Global Airports Industry M&A Activity Projections by Purchasing Decision Authority (%), 2012 ........................................................... 43
Table 24: Capital Expenditure Estimation by Global Airport Operators (%), 2012 ............................................................................................... 45
Table 25: Capital Expenditure Estimation by Global Airport Support Services (%), 2012 .................................................................................... 46
Table 26: Capital Expenditure Estimation by Global Airports Industry Suppliers (%) , 2012 ................................................................................ 47
Table 27: Capital Expenditure Estimation in the Global Airports Industry by Region (%), 2012 ........................................................................... 49
Table 28: Capital Expenditure Estimation in the Global Airports Industry by Turnover (%), 2012 ........................................................................ 50
Table 29: Global Airports Industry: Staff Recruitment Activity by Buyers (%), 2012............................................................................................. 51
Table 30: Planned Change in Staff Recruitment by Global Airports Industry Suppliers (%), 2012 ....................................................................... 53
Table 31: Global Airports Industry: Planned Change in Staff Hiring Activities by Region (%), 2012..................................................................... 54
Table 32: Global Airports Industry: Planned Change in Staff Hiring Activities by Turnover (%), 2012 .................................................................. 55
Table 33: Demand in Emerging Markets by Global Airport Operators (%), 2012 ................................................................................................. 59
Table 34: Demand in Emerging Markets by Global Airport Support Services (%), 2012 ...................................................................................... 61
Table 35: Demand in Emerging Markets by Global Airports Industry Suppliers (%), 2012 ................................................................................... 63
Table 36: Growth Projections in Developed Countries by Global Airport Operators (%), 2012 ............................................................................ 68
Table 37: Growth Projections in Developed Countries by Global Airport Support Services (%), 2012 ................................................................. 69
Table 38: Growth Projections in Developed Countries by Global Airports Industry Suppliers (%), 2012 .............................................................. 71
Table 39: Global Airports Industry: Leading Business Concerns (%), 20102013 ............................................................................................... 76
Table 40: Global Airports Industry: Leading Business Concerns by Company Type (%), 20122013 ................................................................. 78
Table 41: Global Airports Industry: Leading Business Concerns by Region (%), 20122013 .............................................................................. 79
Table 42: Global Airports Industry: Leading Business Concerns by Turnover (%), 20122013 ........................................................................... 80
Table 43: Actions to Secure Buyer Business, Global Airports Industry Buyer Responses (%), 2012 ................................................................... 82
Table 44: Actions to Secure Buyer Business, Global Airports Industry Buyer vs. Supplier Responses (%), 2012 ............................................... 83
Table 45: Global Airports Industry: Actions to Secure Buyer Business by Region (%), 2012 ............................................................................... 85
Table 46: Global Airports Industry: Actions to Secure Buyer Business by Turnover (%), 2012 ............................................................................ 86
Table 47: Global Airports Industry: Actions to Secure Buyer Business by Procurement Budget (%), 2012 .......................................................... 88
Table 48: Annual Marketing Budgets: Global Airports Industry Suppliers (%), 20102012 .................................................................................. 91
Table 49: Annual Marketing Budgets by Region: Global Airports Industry Suppliers (%), 2012 ........................................................................... 92
Table 50: Annual Marketing Budgets by Turnover: Global Airports Industry Suppliers (%), 2012 ........................................................................ 94
Table 51: Planned Change in Marketing Expenditure: Global Airports Industry Suppliers (%), 20102012 ......................................................... 96
Table 52: Planned Change in Marketing Expenditure Levels by Region:(%), 2012 ............................................................................................. 97
Table 53: Planned Change in Marketing Expenditure Levels by Company Turnover (%), 2012 .......................................................................... 99
Table 54: Change in Marketing Expenditure Levels by Revenue Growth Expectations (%), 2012 ......................................................................100
Table 55: Net Change in Planned Marketing Expenditure, All Industries Comparison (%) 2012 .........................................................................100
Table 56: Future Investment by Media Channels: Global Airports Industry Suppliers (%), 2012 ........................................................................102
Table 57: Planned Investment in Marketing and Sales Technologies: Global Airports Industry Suppliers (%) , 2012 .........................................107

Global Airports Survey 20122013: Market Trends, Marketing Spend and Sales Strategies in
the Global Airports Industry
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Table 58: Planned Investment in Marketing and Sales Technologies by Region: Global Airports Industry Suppliers (%), 2012 .........................108
Table 59: Planned Investment in Marketing and Sales Technologies by Company Turnover: Global Airports Industry Suppliers (%), 2012 ......110
Table 60: Key Marketing Aims: Global Airports Industry Suppliers (%), 2012.....................................................................................................113
Table 61: Amendments to Marketing Activities: Global Airports Industry Suppliers (%) , 2012 ...........................................................................118
Table 62: Amendments to Marketing Activities by Region: Global Airports Industry Suppliers (%), 2012 ...........................................................119
Table 63: Amendments to Marketing Activities by Company Turnover: Global Airports Industry Suppliers (%), 2012 ........................................121
Table 64: Use of New Media by Suppliers: Global Airports Industry (%),2012 ...................................................................................................124
Table 65: Use of New Media by Region: Global Airports Industry Suppliers (%), 2012 ......................................................................................125
Table 66: Use of New Media by Company Turnover: Global Airports Industry Suppliers (%), 2012 ...................................................................127
Table 67: Critical Success Factors: Global Airports Industry Suppliers (%), 20102012 ....................................................................................130
Table 68: Critical Success Factors by Region: Global Airports Industry Suppliers (%), 2012 .............................................................................131
Table 69: Critical Success Factors by Turnover: Global Airports Industry Suppliers (% ), 2012 .........................................................................133
Table 70: Survey Results Closed Questions ...................................................................................................................................................135

Global Airports Survey 20122013: Market Trends, Marketing Spend and Sales Strategies in
the Global Airports Industry
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