Their new way of thinking…

2009 - 2019

An on-going ecosystem of

research projects

starting 2009.

More than 40.000 face-to face interviews in Greek

households.

4.000 interviews yearly.

Enriched recently by 70 in-depth interviews all over

Greece.

Emotions, attitudes, stories from the past and the present.

Expectations, aspirations and dreams for the future.

25-34 1.Investing on self

2.Experimentation

3.Family postponed

4.A prolonged puberty

Who I am?

Who I want to become

5.Value seekers

TRAVELING AS A SELF INVESTING EXPERIMENTATION

Emotional WelfareIndex

Emotional Welfare IndexTotal Greek population

66%

62%

48%

43% 42%

47%

55% 54%

59% 59%

2009 2010 2011 2012 2013 2014 2015 2016 2017 2018

…with males & females reacting in almost the same pattern

66%

63%

48%

42%

43%

48%

55%

54%57%

59%

67%

62%

48%

44%

42%

47%

55%

55%

60% 60%

2009 2010 2011 2012 2013 2014 2015 2016 2017 2018

Males Females

…and the younger more optimistic

66%

73%

57%

52%

48%

58%

61%

68%

65%

69%67%

68%

55%

44%42%

47%

54%53%

60%

66%66%

58%

43%

42% 42%

52%

56%54%

64%

61%

64%

57%

43%

38%40% 40%

55%

51%

54%55%

2009 2010 2011 2012 2013 2014 2015 2016 2017 2018

18-24 25-34 35-44 45-54

2009

Everyone seemed happy

regardless of gender and

age…

2009

Unlike other European

countries where younger were

more optimistic

2013

A year of national

depression2018

Like the rest of Europe the

younger, the happier

2018

Recovery phase

25-34 1.Investing on self

2.Experimentation

3.Family postponed

4.A prolonged puberty

Who I am?

Who I want to become

5.Value seekers

TRAVELING AS A SELF INVESTING EXPERIMENTATION

Greek passengers

Emotional welfare indexTotal Greek population

2009 2010 2011 2012 2013 2014 2015 2016 2017 2018

…Greeks air traveling following similar pattern with Emotional Welfare Index

Volume of Greek passengers

Competition & lower prices

Greek diaspora

VRF traffic

Macro facts &

Greek air travel

50% -50% males vs females

4.9

mio

10

.8 m

io

9.8

mio

7.1

mio

6.0

mio

Dom +5%

Int +28%

7,4 trips per year

5.4 million

38.6 million Greeks flied from 2009-2018

Actual air population

% change 2009-2018

-11%

-9%

+39%

+35%+25%

18-24 25-34 35-44 44-54 55+

2009-2018volumes & % change

A growing trend from 2013 onwards

25-34 1.Investing on self

2.Experimentation

3.Family postponed

4.A prolonged puberty

Who I am?

Who I want to become

5.Value seekers

TRAVELING AS A SELF INVESTING EXPERIMENTATION

Let’s meet them

25-34The Experience

Seekers

50% of trips are domestic & 50%

international Favorite dom destinations

SKG 24%, HER 12%, RHO 9%

Favorite int’l destinations

Length of trip

11 days

Purpose of Trip Traveling almost equally for Holidays (32%), VFR (31%) & business (30%)

64% electronic booking

28 days prior to departure

Ticket pricemain selection criteria (31%)

59% purchased

from airport stores47 33% FFP

25-34

1. Investing on self

2. Experimentation

3. Family postponed

4. A prolonged puberty

Who I am?

Who I want to become

5. Value seekers

TRAVELING AS A SELF INVESTING EXPERIMENTATION

35-44The Confident

Go-Getters

51% of trips are international & 49%

domesticFavorite dom destinations

SKG 24%, HER 12%, RHO 9%

Favorite int’l destinations

Length of trip

9 days

Purpose of Trip Mostly for Business (47%), VFR (25%) & Holidays (24%)

55% electronic booking

27 days prior to departure

Convenient flight schedule is the main

selection criteria (31%)

52 60% purchased

from airport stores 41% FFP

35-441. Multitasking- females

2. Emphasis on quality of everyday life. Seize the day-males

3. Small everyday luxuries

4. Small families

5. Meaning seekers

TRAVELING AS A MEANINGFUL ENRICHMENT OF THE FAMILY LIFE

45-54The “know-howers”

52% of trips are international 48%

domestic Favorite dom destinations

SKG 22%, HER 12%, RHO 9%

Favorite int’l destinations

Length of trip

10 days

Purpose of Trip Mostly for Business (45%), VFR (29%) & Holidays (21%)

51% electronic booking

27 days prior to departure

Convenient flight schedule is the main

selection criteria (26%)

57 60% purchased

from airport stores39% FFP

45-54

1.Focus on profession-males

2.Middle life crisis- females

3.Over-empowered parents and under-empowered children. Distorted power equilibrium

4. Parenthood not as an identity but as a role (Not only a parent, I demand things for myself)

5.Life seekers

TRAVELING AS A LIFE EXPERIENCE

25-34 1.Investing on self

2.Experimentation

3.Family postponed

4.A prolonged puberty

Who I am?

Who I want to become

5.Value seekers

TRAVELING AS A SELF INVESTING EXPERIMENTATION

The future generation

18-24The Flexible

Enablers

56% of trips are domestic & 44%

international Favorite DOM destinations

SKG 18%, RHO 13%, CHQ 11%

Favorite international destinations

Length of trip

21 days

Purpose of Trip Traveling mostly for

VFR (39%), Holidays (31%) Studies (13%)

70% electronic booking

39 days prior to departure

Ticket pricemain selection criteria (40%)

43% purchased

from airport stores35 16% FFP

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2009

2019

Male

51%

Alexandra

Female

60%

VRF & Holidays

37%

VRF 41%

RHO

14%

SKG

18%

CDG

12%

LCA

15%

Travel agent

21%

E booking

70%

21 days

before

39 days

before

…and the most important 18-24 are active in deciding the airline they wish to fly…

25-34

1. With a bodycentric attitude

2. They admire the past

3. They dream and believe in stories and tales

4. Project hoppers, they avoid commitment and hop from project to project

5. They value more friendship than sex

THROUGH TRAVELING THEY ENJOY FRIENDSHIP IN DIFFERENT SETTINGS:

city, country, nature, activity, culture…

25-34 1.Investing on self

2.Experimentation

3.Family postponed

4.A prolonged puberty

Who I am?

Who I want to become

5.Value seekers

TRAVELING AS A SELF INVESTING EXPERIMENTATION

Social IntegrationIndex

Social integration index Total Greek population

66%

55% 56%

53%

52% 52%54%

55%

67%

75%

2009 2010 2011 2012 2013 2014 2015 2016 2017 2018

1 2

3 4

Date of birth1945-1955

Date of birth1956-1969

Date of birth1970-1984

Date of birth1985-2000

4 Generations

Social Integration Indexhigh scores

The generation 1985-2000 shows the

way

What we have learned from them…

Through traveling they develop and enhance their fluid and flexible identities…

They develop new values…

Habit

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2009

2019

Luxury

Experience

Opportunity

Dream

Experience

Narrate

They want to…

Their new way of thinking…

2009 - 2019

Travelling

1) Airplane travelling, or flying solo like Iron Woman?

2) In-flight entertainment or you download your own material?

3) Lower price or better service attracts the modern humanoid traveler?

4) Auto pilots, or human pilots? And would you enjoy a cabin crew of humanoids, or you prefer the “human touch”?

5) We assume that up to now you have been traveling by air mostly for business. Is that correct?

6) Would you like to travel for leisure, at some point?

7) What would you choose for your leisure travel? Sea and sun, history and culture, something else?

Destination

1) What strikes you most about Athens International Airport?

2) What is your favourite shop / place at an airport?

3) Could you define what would be for you the ultimate passenger experience at an airport?