Proprietary first-party data on how travelers choose airports, where regional markets are losing passengers, and what airport marketers can do to recapture them.
73%
of travelers ranked drive time and parking cost ahead of airfare
ADVANCE AVIATION TRAVELER SURVEY
12%
higher enplanement retention at airports that increased off-peak marketing spend
ADVANCE AVIATION FIRST-PARTY DATA
3
core factors determine airport choice: schedule, price, and direct flight access
ADVANCE AVIATION HORIZON REPORT
Travelers are predictable. Most airports market like they are not.
The Horizon Report is built on proprietary first-party data collected through Advance’s own research infrastructure. Traveler surveys uncovered the actual decision-making factors behind airport choice, segmented to reveal distinct motivation patterns across regional markets. The findings challenge assumptions that have directed airport marketing investment for years. Terminal amenities and passenger experience are not the primary drivers. Predictability is. Route awareness is. Convenience communication is. For small and mid-size regional airports competing against larger hubs, this distinction changes the strategy entirely.
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CORE FINDINGS
The airport decision is more predictable than most marketers think.
Traveler airport choice is driven by schedule frequency, price competitiveness, and direct flight availability. Not experience. Not amenities. Predictability. That changes how airport marketing should be allocated and measured.
Leakage is usually a visibility problem, not a loyalty problem
In regional markets, travelers frequently underestimate the routes and value at their local airport. The gap is not preference. It is awareness. Airports that address the visibility gap consistently show measurable recapture over time.
Discovery happens before the traveler reaches your website
Flight aggregators, AI-assisted planning tools, airline recommendation systems, and search-driven discovery now shape the consideration set before any direct airport engagement. Airports not present in those moments are excluded from the decision.
Regional airports have a structural advantage they are not using
Drive time and parking cost consistently rank ahead of airfare in traveler decision-making. Regional airports are closer. They are easier. The data confirms it. The marketing rarely reflects it.
The Complete Data Picture
Built specifically for airport marketing leaders who need to make the case internally, with evidence that survives a board-level conversation.
