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CiR’s Digital Age Report Reveals Clear Sales Opportunity

Clear sales opportunity as more than 50% of travellers are open to responding to direct marketing messages while in the airport.

Managing Director, Garry Stasiulevicuis recently presented a summary of key findings from our latest report, ‘The Digital Age’ at the TFWA Asia Pacific Exhibition & Conference in Singapore. The report reveals how travellers are using and optimising Digital along the various touch points of booking to boarding. The report also takes an in-depth look at the travellers’ use of Digital once they are airside.

Research was conducted with more than 3,800 international travellers across all regions, taking in all key nationalities. The report highlights that more than 80% of all travellers are researching their own trip on line. Key findings indicate that 53% of travellers say they are open or likely to respond to direct offers and invitations to shop while researching their trip or while at the airport.

Additionally, the report states that 65% of travellers’ who receive direct messages at some point in their journey, will take direct action and as a result will either visit a website or plan to visit the store.

CiR Managing Director, Garry Stasiulevicuis comments, ‘This new report provides the most in-depth view of how Digital is impacting Travel Retail. There are some staggering results in the report which indicate there are clear opportunities for brands and retailers to capitalise on digital usage.’

He continues, ‘Digital is almost omnipresent at every stage of a traveller journey. Almost 80% of all travellers will have an electronic device with them at the airport and the majority keep them switched on and connect to airport Wi-Fi. When you consider this in context that more than 50% of travellers are open to responding to direct messages relating to marketing and offers, this represents a great opportunity to use digital to drive footfall and conversion’.

The report also highlights the importance of using in store Digital activations such as video screens and brand ambassadors equipped with iPads and also details how and why shoppers use their own electronic devices in store to assist their purchasing decisions.

To view a copy of the presentation please click here. For more details of the report, please contact Mark Gentry on or Garry Stasiulevicuis on