Navigator - Sydney Airport Media: Audience Profile

Introducing the Sydney International Airport audience
● International visitors to Australia spend $2.4 billion dollars in the Sydney area
● The average international trip lasts 10 days, with business trips lasting 7 days and leisure trips lasting 12 days
● Sydney attracts 60% of all business arrivals to Australia with Sydney International Airport acting as Australia's international gateway

Findings from the IATS Global Survey 2005 undertaken in 190 countries and covering 25 international airports show that the international traveller is:
● Very Affluent
- With an average personal income* of US$74,000, with 18% over US$100,000
● Predominantly male, particularly within the business segment
● Mostly aged between 25-54 yrs

A key location for the premium traveller
● Sydney is a key location in the Asia Pacific region for reaching the lucrative premium passengers
● 23% of travellers in premium cabins to Europe/UK from the Asia Pacific originate from Australia**

Travellers in premium cabins originate from...
Australia	23%
Japan	14%
Hong Kong	11%
Singapore	9%
Taiwan	9%
China	8%

** Source: IATS Global Survey 2005: Travelled to Europe for Business in last 12 mths from Asia - 7,817,000

The frequent or "heavy" Australian international traveller is a highly desirable target audience
● Heavy overseas air travellers have a high socio-economic status:
- 3 times more likely to be business decision makers
- Majority are ABs, earn $70K+, classed as big spenders and are in professional occupations.

Source: Roy Morgan Single Source Jan-Dec 05
Heavy defined as people who have travelled overseas 4+ times in the last 12 months

● 1 in 5 international travellers reside in the Asia Pacific Region
● Sydney International Airport is a key link in the Asia Pacific network

Over 60% of international passenger traffic is non-Australian

International Travellers - Place of Residence
Australia	40%
UK / Ireland	16%
New Zealand	10%
Europe	9%
USA / South America	9%
Asia	6%
Canada	3%
China	2%
Singapore	2%
Japan	1%

Source: Sydney Airport / Sweeney Research Jan 2005

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