Birmingham-Shuttlesworth International Airport Passenger ...

Copyright © 2021 Phoenix Marketing International. All rights reserved.

2021 Q1 Report

Birmingham-Shuttlesworth International Airport

Passenger Satisfaction Study

Contents

Copyright © 2021 Phoenix Marketing International. All rights reserved. Birmingham-Shuttlesworth International Airport Passenger Satisfaction Study - 2021 Q1 1

2 Methodology

3 Executive Summary

4 Detailed Findings

11 Analysis by Business Area

58 Additional Findings

Methodology


• 393 surveys were completed by departing passengers• Passengers were selected by a trained interviewer

using random selection procedures in gate areas• Interviewer gave passengers a postcard with the

survey link (or offered them to take a photo of the postcard if they preferred), and passengers completed the survey on their own devices

• The interviewer distributed survey postcards over 24 shifts between January 7 and March 31

• The total results have a statistical accuracy of +/- 4.9 percent at the 95% confidence level

• Comparisons between business and leisure travelers and passengers in Concourses A, B, and C are included only if there are statistically significant differences at the 95% confidence level

• Regression analysis was employed to determine key drivers of satisfaction. This ties together the impact of individual business areas of the airport on overall satisfaction. Thus, improving the areas that have the highest impact on satisfaction has the best return on investment. Top 3 drivers are highlighted for each business area.

• A five-point scale was used where 1 is Very Dissatisfied and 5 is Very Satisfied

• This summary reports on Top 2 Box scores (those rating the item a 4 or 5)

• Some numbers may not add to 100% due to rounding

• Low base sizes (n<50) and insufficient base sizes (n<30) are indicated where applicable

Sample AnalysisReporting

Note: Data collection was modified due to COVID-19

Executive Summary


#1

#2

#3

Check-In Overall

Gate Area Overall

Security Checkpoint Overall

PASSENGERS MOST SATISFIED WITH Terminal Facilities OverallGetting to the Terminal OverallSecurity Checkpoint OverallCheck-In Overall93%

OVERALL AIRPORT

SATISFACTION

TOP 3 DRIVERS OF SATISFACTION

Gate Area Overall satisfaction is below Overall Satisfaction level and should be a primary focus of improvement

Detailed Findings


Q21. Considering your entire experience at Birmingham-Shuttlesworth International Airport, please rate your Overall Experience today.

93%96% 94% 94% 96%

72% 74%

92% 92% 93% 93%

OVERALLEXPERIENCE

Getting to theTerminalOverall

Check-InOverall

SecurityOverall

TerminalFacil itiesOverall

Food &Beverage

Overall

RetailOverall

Gate AreaOverall

Wi-FiOverall

BaggageDeliveryOverall

Leaving theTerminalOverall

Overall SatisfactionAmong All Passengers Surveyed, Top 2 Box (5=Very Satisfied/4)

Nine in ten departing passengers (93%) surveyed were satisfied with their Overall Experience at Birmingham-Shuttlesworth International Airport.Passengers were most satisfied with Terminal Facilities, Getting to the Terminal, Security and Check-In.

There is no significant difference in overall satisfaction between leisure and business travelers. Passengers in Concourse A are significantly more satisfied than passengers in Concourse B with Check-In Overall, and more satisfied than passengers in Concourses B and C with their Overall Experience.


□ Top 3 Drivers of Overall SatisfactionNote: Baggage Delivery Overall & Leaving Terminal Overall excluded from driver analysis as they are based on recalled previous experience


Overall SatisfactionAmong All Passengers Surveyed, Top 2 Box (5=Very Satisfied/4)

Passengers this quarter compared to Q1 2020 are significantly less satisfied with nearly all aspects of their overall airport experience, with the exception of Getting to the Terminal and Wi-Fi.


Highlighting indicates significantly higher (green) or lower (red) difference compared to the same quarter of the previous year at the 95% confidence level

Q1 2020 Q1 2021

OVERALL EXPERIENCE 99% 93%

Getting to the Terminal Overall 98% 96%

Check-In Overall 100% 94%

Security Checkpoint Overall 99% 94%

Terminal Facilities Overall 100% 96%

Food & Beverage Overall 91% 72%

Retail Overall 93% 74%

Gate Area Overall 98% 92%

Wi-Fi Overall 93% 92%

Baggage Delivery Overall 98% 93%

Leaving the Terminal Overall 97% 93%


Overall Satisfaction – TRENDINGAmong All Passengers Surveyed, Top 2 Box (5=Very Satisfied/4)


93% 96%99%

96% 96%93%

0%

25%

50%

75%

100 %

* Q3 2019 Q4 2019 Q1 2020 ** Q2 2020 * Q3 2020 Q4 2020 Q1 2021

* Data does not reflect full quarter: Q3 '19 interviews conducted Aug 13-17; Q3 '20 conducted Sep 8-30

Air travel is seasonal; data is compared to the same quarter of the previous year, with significant differences at the 95% confidence level are indicated by red (lower) or green (higher) circles Arrows indicate significant increase(�) or decrease (�) between the current and prior quarter

��

** due to Covid-19, no data was collected in Q2 2020

�

Q22. Based upon your overall experience at this airport today, how likely would you be to recommend Birmingham-Shuttlesworth International Airport?

Net Promoter ScoreAmong All Passengers Surveyed

The Net Promoter Score for Birmingham-Shuttlesworth International Airport was 66, which is considered excellent.Significantly more leisure travelers than business travelers were promoters this quarter. There is no significant difference between passengers in each concourse.


Q According to the Net Promoter framework, customers can be categorized into one of three groups: Promoters, Passives, and Detractors. Q Promoters are viewed as valuable assets that drive profitable growth because of their repeat/increased usage, longevity and referrals.Q Detractors are seen as liabilities that destroy profitable growth because of their complaints, reduced usage/defection and negative word-of-mouth. Q Organizations may obtain their Net Promoter Score by asking customers one single question (i.e., likelihood to recommend).Q Organizations calculate their Net Promoter Score by subtracting their percent of Detractors from their percent of Promoters. Q Proponents of the Net Promoter approach claim that an organization’s relative Net Promoter Score (its score relative to competitors) correlates with revenue

growth relative to competitors.* Net Promoter, NPS, and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld.

PROMOTERS PASSIVES DETRACTORS

72% 22% 6%

% of Promoters (9, 10 Rating) - % of Detractors (0 – 6 Rating) = Net Promoter Score (NPS)

-100 100

66NPS


Net Promoter ScoreAmong All Passengers Surveyed

Significantly less passengers this quarter compared to Q1 2020 are promoters of Birmingham-Shuttlesworth International Airport, and significantly more are passive or detractors.


Q According to the Net Promoter framework, customers can be categorized into one of three groups: Promoters, Passives, and Detractors. Q Promoters are viewed as valuable assets that drive profitable growth because of their repeat/increased usage, longevity and referrals.Q Detractors are seen as liabilities that destroy profitable growth because of their complaints, reduced usage/defection and negative word-of-mouth. Q Organizations may obtain their Net Promoter Score by asking customers one single question (i.e., likelihood to recommend).Q Organizations calculate their Net Promoter Score by subtracting their percent of Detractors from their percent of Promoters. Q Proponents of the Net Promoter approach claim that an organization’s relative Net Promoter Score (its score relative to competitors) correlates with revenue

growth relative to competitors.* Net Promoter, NPS, and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld.

% of Promoters (9, 10 Rating) - % of Detractors (0 – 6 Rating) = Net Promoter Score (NPS)


Q1 2020 Q1 2021

NET PROMOTER SCORE (NPS) 85 66

Promoters 86% 72%

Passives 13% 22%

Detractors 1% 6%


Net Promoter Score – TRENDINGAmong All Passengers Surveyed


54

73

85

7668 66

0

25

50

75

100

* Q3 2019 Q4 2019 Q1 2020 ** Q2 2020 * Q3 2020 Q4 2020 Q1 2021



Analysis by Business Area


Q8. How would you rate these items dealing with getting to the terminal?

96% 97% 97%93% 92% 91% 90%

83% 83%

71%

IBS

GETT INGTO THE

TERMINALOVERALL

Traffic flow onairport

roadways

Ease ofdropoff infront ofterminal

Trafficconditions onroadways tothe airport

Airpor t trafficofficer

courtesy orhelpfulness

Road signageimmediatelyleading intothe airport

Signs ordirections to

park ing

Personalsafety inpark inggarages

Availabili ty ofpark ing at the

airport

Pr ice ofpark ing

The airportshuttle busexperience

Satisfaction with Getting to the TerminalAmong All Passengers Surveyed, Top 2 Box (5=Very Satisfied/4)

Over nine in ten passengers (96%) surveyed were satisfied with Getting to the Terminal Overall. Passengers were most satisfied with the Traffic flow on airport roadways and Ease of dropoff in front of terminal.Business travelers were significantly more satisfied than leisure travelers with Traffic flow on airport roadways, Ease of dropoff, Availability of parking, and the Price of parking.

There are no significant differences in satisfaction with Getting to the Terminal between passengers in each concourse.


IBS = insufficient base size (n<30)

□ Top 3 Drivers of Satisfaction with Getting to the Terminal


Satisfaction with Getting to the TerminalAmong All Passengers Surveyed, Top 2 Box (5=Very Satisfied/4)

Passengers this quarter are significantly less satisfied than passengers in Q1 2020 with Ease of dropoff, Airport traffic officer courtesy or helpfulness, Road signage immediately leading into the airport, Signs or directions to parking, Availability of parking at the airport, and the Price of parking.



Q1 2020 Q1 2021

GETTING TO THE TERMINAL OVERALL 98% 96%

Traffic flow on airport roadways 98% 97%

Ease of dropoff in front of terminal 100% 97%

Traffic conditions on roadways to the airport 94% 93%

Airport traffic officer courtesy or helpfulness 98% 92%

Road signage immediately leading into the airport 97% 91%

Signs or directions to parking 96% 90%

Personal safety in parking garages IBS 83%

Availability of parking at the airport 96% 83%

Price of parking 95% 71%

The airport shuttle bus experience IBS IBS

IBS = insufficient base size (n<30)


Satisfaction with Getting to the Terminal Overall – TRENDINGAmong All Passengers Surveyed, Top 2 Box (5=Very Satisfied/4)


92%96% 98% 98% 97% 96%

0%

25%

50%

75%

100 %

* Q3 2019 Q4 2019 Q1 2020 ** Q2 2020 * Q3 2020 Q4 2020 Q1 2021


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Transportation to the AirportAmong All Passengers Surveyed and Those Who Took Personal Car

Two-thirds (66%) of passengers surveyed arrived at the airport via Personal car. Of those, six in ten (61%) were Dropped off and one-third (32%) parked in Daily parking.

More leisure travelers than business travelers arrived by Personal car, while more business travelers arrived by Rental car/rental car shuttle.

There are no significant differences in transportation between passengers in each concourse.

66%

23%

8%

3%

2%

1%

1%

1%

0%

0%

Personal Car

Rental car/renta l car shuttle

Ride Share (e .g., Uber, Lyft)

Hote l shuttle

Other Shuttle (e.g., eShuttle)

Taxi

Limo/executive car/town car

Public bus

Charter/tour bus

Other

61%

32%

2%1%

4%

Dropped of fDaily parkingHourly parkingEconomy parking lotOff airport parking (e.g., Airport Security Parking)

Transportation to Airport Where Parked


Q5. What were all the types of transportation you used to get to the airport and terminal today? & Q6. Where did you park?

Transportation to the AirportAmong All Passengers Surveyed and Those Who Took Personal Car

Significantly more passengers this quarter compared to Q1 2020 arrived by Personal car, while less arrived by Ride share, Hotel shuttle, Taxi, and Charter/tour bus.

Of those that arrived by personal car, significantly less report parking in the Economy parking lot.

Transportation to Airport Where Parked


Q5. What were all the types of transportation you used to get to the airport and terminal today? & Q6. Where did you park? Highlighting indicates significantly higher (green) or lower (red) difference compared to the same quarter of the previous year at the 95% confidence level

Q1 2020 Q1 2021

Personal Car 32% 66%

Rental car/rental car shuttle 20% 23%

Ride Share (e.g., Uber, Lyft) 24% 8%

Hotel shuttle 7% 3%

Other Shuttle (e.g., eShuttle) 2% 2%

Taxi 12% 1%

Limo/executive car/town car 3% 1%

Public bus 2% 1%

Charter/tour bus 4% 0%

Other 0% 0%

Q1 2020 Q1 2021

Dropped off 55% 61%

Daily parking 24% 32%

Hourly parking 5% 2%

Economy parking lot 9% 1%

Off airport parking (e.g., Airport Security Parking) 7% 4%

Q2. How many minutes before your flight did you get to our airport?

10%

34%

26%30%

Less than 1 hour 1 to 1.5 hours 1.5 hours to 2 hours 2 hours or more

Arrival Time Before DepartureAmong All Passengers

Passengers surveyed this quarter arrived at Birmingham-Shuttlesworth International Airport on average about an hour and forty minutes before the scheduled departure of their flight. There was no significant difference in arrival time between leisure and business travelers. Significantly more passengers in Concourse A than passengers in Concourse C reported arriving less than an hour before their flight.


Average: 98.8 minutes

Q2. How many minutes before your flight did you get to our airport?

Arrival Time Before DepartureAmong All Passengers

Passengers this quarter were more likely to arrive between 1 to 2 hours before their flight compared to passengers in Q1 2020.



Q1 2020 Q1 2021

Average (minutes) 93.6 98.3

Less than 1 hour 23% 10%

1 to 1.5 hours 22% 34%

1.5 hours to 2 hours 15% 26%

2 hours or more 40% 30%

Q11. How would you rate these check-in items?

94% 96% 95% 94% 93% 92%

SERVICE AT CHECK-INOVERALL

Condition andcleanliness of check-in

area

Ease of finding check- inlocation

Time required to check-in

Ease of movement inticket lobby

Courtesy/helpfulness ofcheck-in s taff

Satisfaction with Check-InAmong Passengers Who Checked In at the Airport, Top 2 Box (5=Very Satisfied/4)

Nine in ten passengers (94%) surveyed were satisfied with Check-In Overall.Business travelers were significantly more satisfied than leisure travelers with the Ease of movement in ticket lobby.

Passengers in Concourse A were significantly more satisfied than passengers in Concourse B with the Courtesy/helpfulness of check-in staff and Check-In Overall.


□ Top 3 Drivers of Satisfaction with Check-In


Satisfaction with Check-InAmong Passengers Who Checked In at the Airport, Top 2 Box (5=Very Satisfied/4)


Passengers this quarter were significantly less satisfied than passengers in Q1 2020 with all aspects of Check-In with the exception of the Condition and cleanliness of check-in area.


Q1 2020 Q1 2021

SERVICE AT CHECK-IN OVERALL 100% 94%

Condition and cleanliness of check-in area 99% 96%

Ease of finding check-in location 99% 95%

Time required to check-in 100% 94%

Ease of movement in ticket lobby 99% 93%

Courtesy/helpfulness of check-in staff 99% 92%


Satisfaction with Check-In Overall – TRENDINGAmong Passengers Who Checked In at the Airport, Top 2 Box (5=Very Satisfied/4)


98% 97% 100% 98% 98%94%

0%

25%

50%

75%

100 %

* Q3 2019 Q4 2019 Q1 2020 ** Q2 2020 * Q3 2020 Q4 2020 Q1 2021


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�

Q9. Where did you check-in today?

34% 33%

22%

9%

2%

Main counter Mobile App Self check-in kiosk Airline website Curbside

Where Checked InAmong Passengers Who Checked In at the Airport

One third of passengers checked in at the Main counter (34%) and another third on a Mobile app (33%).Significantly more leisure travelers than business travelers checked in on an Airline website.

More passengers in Concourse C than Concourses A and B checked in at a Self check-in kiosk, and more passengers in Concourse A than Concourses B and C checked in on a Mobile app.


Q9. Where did you check-in today?

Where Checked InAmong Passengers Who Checked In at the Airport


Significantly more passengers this quarter compared to Q1 2020 checked in on a Mobile app, while less checked in at the Main counter or Curbside.


Q1 2020 Q1 2021

Main counter 42% 34%

Mobile App 17% 33%

Self check-in kiosk 25% 22%

Airline website 7% 9%

Curbside 8% 2%

Q10. How many minutes did it take from the time you went to Check-In to receiving your boarding pass?

42%

50%

4% 2% 0.4% 3%

Less than 5 minutes 5 to 10 minutes 11 to 15 minutes 16 to 20 minutes 21 to 25 minutes More than 25 minu tes

Time Checking InAmong Passengers Who Checked In at the Airport

Passengers surveyed reported taking an average of six minutes to get their boarding pass when checking in at the airport.Significantly more business travelers than leisure travelers report taking less than 5 minutes to check in. There was no significant difference in check-in time between passengers in each concourse.



Q10. How many minutes did it take from the time you went to Check-In to receiving your boarding pass?

Time Checking InAmong Passengers Who Checked In at the Airport


Passengers this quarter reported a significantly shorter amount of time required to check in compared to passengers in Q1 2020.


Q1 2020 Q1 2021


Less than 5 minutes 13% 42%

5 to 10 minutes 59% 50%

11 to 15 minutes 16% 4%

16 to 20 minutes 10% 2%

21 to 25 minutes 1% 0%

More than 25 minutes 1% 3%

Q13. And how would you rate these security items?

94% 96% 96% 93% 93% 93% 91%

SECURITY CHECKPOINT OVERALL

Ease of findingsecurity check point

location

Condition andcleanliness of secur ity

check point area

Abil ity of secur itycheck process to

make you feel safe

Time required atsecurity check point

Comfor t and des ign insecurity check point

area

Professionalism ofsecurity check point

staff

Satisfaction with Security Among All Passengers Surveyed, Top 2 Box (5=Very Satisfied/4)

Nine in ten departing passengers (94%) surveyed were satisfied with their Overall Experience at Security.Passengers were most satisfied with the Ease of finding the security check point location and the Condition and cleanliness of security check point area.

There were no significant differences in satisfaction with Security between business and leisure travelers nor between passengers in each concourse.


□ Top 3 Drivers of Satisfaction with Security


Q1 2020 Q1 2021

SECURITY CHECK POINT OVERALL 99% 94%

Ease of finding security check point location 99% 96%

Condition and cleanliness of security check point area 98% 96%

Ability of security check process to make you feel safe 99% 93%

Time required at security check point 98% 93%

Comfort and design in security check point area 97% 93%

Professionalism of security check point staff 98% 91%

Satisfaction with Security Among All Passengers Surveyed, Top 2 Box (5=Very Satisfied/4)

Passengers this quarter were significantly less satisfied than passengers in Q1 2020 with all aspects of Security.




Satisfaction with Security Overall – TRENDING Among All Passengers Surveyed, Top 2 Box (5=Very Satisfied/4)


95% 95%99% 97% 95% 94%

0%

25%

50%

75%

100 %

* Q3 2019 Q4 2019 Q1 2020 ** Q2 2020 * Q3 2020 Q4 2020 Q1 2021


�



Q12. Once you got on line, how many minutes did it take you to get processed through a TSA checkpoint today?

25%

58%

11%

3% 1% 2%

Less than 5 minutes 5 to 10 minutes 11 to 15 minutes 16 to 20 minutes 21 to 25 minutes More than 25 minu tes

Time Through SecurityAmong All Passengers Surveyed

Passengers surveyed reported that it took an average of seven and a half minutes to get processed through the security checkpoint. Passengers in Concourse C reported taking significantly longer to go through security than passengers in Concourses A and B. Significantly more business travelers than leisure travelers reported taking less than 5 minutes to get through security.



Q12. Once you got on line, how many minutes did it take you to get processed through a TSA checkpoint today?

Time Through SecurityAmong All Passengers Surveyed


Passengers this quarter report it taking significantly less time to get though security compared to passengers in Q1 2020.


Q1 2020 Q1 2021


Less than 5 minutes 11% 25%

5 to 10 minutes 45% 58%

11 to 15 minutes 28% 11%

16 to 20 minutes 12% 3%

21 to 25 minutes 1% 1%

More than 25 minutes 3% 2%

Q14. I would now like you to rate the terminal facilities.

96% 98% 98% 96% 95% 95% 94% 92%

TERMINALFACILITIESOVERALL

Effectiveness ofsignage inside the

terminal

Personal safety inthe terminal

Availabili ty of freeWi-Fi serv ice

Availabili ty of flightinformation

monitors

Distance fromcheck-in to gate

Condition andcleanliness of

terminal building

Restroom conditionand cleanliness

Satisfaction with Terminal FacilitiesAmong All Passengers Surveyed, Top 2 Box (5=Very Satisfied/4)

Over nine in ten passengers (96%) surveyed were satisfied with the Terminal Facilities Overall. Business travelers were significantly more satisfied than leisure travelers with Personal safety in the terminal.Passengers in Concourse C were more satisfied than passengers in Concourse B with Restroom condition and cleanliness, Condition and cleanliness of terminal building, Personal safety in the terminal and the Availability of free Wi-Fi service.


□ Top 3 Drivers of Satisfaction with Terminal Facilities


Satisfaction with Terminal FacilitiesAmong All Passengers Surveyed, Top 2 Box (5=Very Satisfied/4)


Passengers this quarter are significantly less satisfied compared to Q1 2020 with nearly all aspects of the Terminal Facilities, with the exception of Effectiveness of signage and Availability of flight information monitors.


Q1 2020 Q1 2021

TERMINAL FACILITIES OVERALL 100% 96%

Effectiveness of signage inside the terminal 99% 98%

Personal safety in the terminal 100% 98%

Availability of free Wi-Fi service 98% 96%

Availability of flight information monitors 97% 95%

Distance from check-in to gate 99% 95%

Condition and cleanliness of terminal building 98% 94%

Restroom condition and cleanliness 95% 92%


Satisfaction with Terminal Facilities Overall – TRENDINGAmong All Passengers Surveyed, Top 2 Box (5=Very Satisfied/4)


96% 98% 100% 98% 98% 96%

0%

25%

50%

75%

100 %

* Q3 2019 Q4 2019 Q1 2020 ** Q2 2020 * Q3 2020 Q4 2020 Q1 2021


�



Q15. Whether or not you bought any food or beverages at the terminal today, please rate the following items. & Q16B. How would you rate…

72%

94% 92% 89%

78%

64% 63%

55% 54%

FOOD ANDBEVERAGEOVERALL

* Cour tesy offood/beverage

staff

* Speed offood/beverage

service


food areas

Quality offood/beverage

offerings

Availabili ty offood/beverage

AFTER security

Pr ice offood/beverage

Variety offood/beverage

offerings

Availabili ty offood/beverage

BEFOREsecurity

Satisfaction with Food & BeverageAmong All Passengers, Top 2 Box (5=Very Satisfied/4)

Seven in ten (72%) passengers surveyed were satisfied overall with Food & Beverage.Passengers were most satisfied with the Courtesy & Speed of staff andCondition and cleanliness of food areas.

There were no significant differences in satisfaction with Food & Beverage between leisure and business travelers nor passengers in each concourse.


* Among those who made a purchase

□ Top 3 Drivers of Satisfaction with Getting to the Terminal


Q1 2020 Q1 2021

FOOD AND BEVERAGE OVERALL 91% 72%

* Courtesy of food/beverage staff 98% 94%

* Speed of food/beverage service 92% 92%

Condition and cleanliness of food areas 96% 89%

Quality of food/beverage offerings 91% 78%

Availability of food/beverage AFTER security 92% 64%

Price of food/beverage 84% 63%

Variety of food/beverage offerings 86% 55%

Availability of food/beverage BEFORE security 85% 54%

Satisfaction with Food & BeverageAmong All Passengers, Top 2 Box (5=Very Satisfied/4)

Passengers this quarter are significantly less satisfied than passengers in Q1 2020 with all aspects of Food & Beverage with the exception of the Speed of food/beverage service.


Highlighting indicates significantly higher (green) or lower (red) difference compared to the same quarter of the previous year at the 95% confidence level* Among those who made a purchase


Satisfaction with Food & Beverage Overall – TRENDINGAmong All Passengers, Top 2 Box (5=Very Satisfied/4)


74%80%

91%

60%68%

72%

0%

25%

50%

75%

100 %

* Q3 2019 Q4 2019 Q1 2020 ** Q2 2020 * Q3 2020 Q4 2020 Q1 2021


�

�



Food & Beverage PurchasesAmong All Passengers

Six in ten (60%) departing passengers surveyed reported making a food and/or beverage purchase, while 13% considered making a purchase but chose not to. Passengers that made a food and/or beverage purchase spent an average of about $13.There are no significant differences in food & beverage purchases between leisure and business travelers nor between passengers in each concourse.

60%

13%

27%

YesNo, considered it but chose not toNo, did not consider it

36%

45%

12%

5%2%

Less than$10

$10 to$19

$20 to$29

$30 to$49

$50 to$99

Purchased Food/Beverage Amount Spent on Food/Beverage


Q16. Did you purchase any food and/or beverage in this terminal today? & Q16A. How much did you spend on food and beverage in this terminal today?

Among those who made a purchase

Average: $13.40

Food & Beverage PurchasesAmong All Passengers

Purchased Food/Beverage Amount Spent on Food/Beverage


Q16. Did you purchase any food and/or beverage in this terminal today? & Q16A. How much did you spend on food and beverage in this terminal today?


Significantly more passengers this quarter compared to Q1 2020 considered making a food/beverage purchase but chose not to.Among those who made a purchase, they spent significantly less this quarter compared to Q1 2020.


Q1 2020 Q1 2021

Yes 59% 60%

No, considered it but chose not to 8% 13%

No, did not consider it 34% 27%

Q1 2020 Q1 2021

Average $32.60 $13.40

Less than $10 17% 36%

$10 to $19 35% 45%

$20 to $29 29% 12%

$30 to $49 12% 5%

$50 to $99 5% 2%

$100 or more 2% 0%

Q17. Whether you bought anything or not, please rate the following items dealing with non-food shopping. & Q18B. How would you rate…

74%

91%86% 86%

81%73%

66%** 63% ** 62%

RETAILOVERALL


stores

* Cour tesy ofretail staff

* Speed of retailstaff

Quality of retailmerchandise

offered

Availabili ty ofretail stores

AFTER security

Pr ice ofmerchandise

Variety of storesavailable

Availabili ty ofretail storesBEFOREsecurity

Satisfaction with RetailAmong All Passengers, Top 2 Box (5=Very Satisfied/4)

Three-quarters (74%) of passengers surveyed were satisfied with Retail Overall. Passengers were most satisfied with the Condition and cleanliness of stores.

There were no significant differences in satisfaction with retail between leisure and business travelers. Passengers in Concourses A and C were significantly more satisfied than passengers in Concourse B with the Speed of retail staff.


* Among those who made a purchase ** Low base size (n<50)

□ Top 3 Drivers of Satisfaction with Retail


Satisfaction with RetailAmong All Passengers, Top 2 Box (5=Very Satisfied/4)


Passengers this quarter are significantly less satisfied than passengers in Q1 2020 with all aspects of Retail.


Q1 2020 Q1 2021

RETAIL OVERALL 93% 74%

Condition and cleanliness of stores 98% 91%

* Courtesy of retail staff 100% ** 86%

* Speed of retail staff 100% ** 86%

Quality of retail merchandise offered 95% 81%

Availability of retail stores AFTER security 93% 73%

Price of merchandise 90% 66%

Variety of stores available 89% 63%

Availability of retail stores BEFORE security 91% 62%

* Among those who made a purchase ** Low base size (n<50)


Satisfaction with Retail Overall – TRENDINGAmong All Passengers, Top 2 Box (5=Very Satisfied/4)


77%84%

93%

68%72% 74%

0%

25%

50%

75%

100 %

* Q3 2019 Q4 2019 Q1 2020 ** Q2 2020 * Q3 2020 Q4 2020 Q1 2021


�

�

�



Retail PurchasesAmong All Passengers

One in ten passengers (9%) surveyed reported making a retail purchase; 12% considered it but chose not to.Passengers that made a retail purchase reported spending an average of $21.There are no significant differences in retail purchases between leisure and business travelers nor between passengers in each concourse.

9%12%

79%

YesNo, considered it but chose not toNo, did not consider it

27%

41%

5%

22%

3% 3%

Less than$10

$10 to $19 $20 to $29 $30 to $49 $50 to $99 $100 ormore

Purchased Retail Amount Spent on Retail *


Q18. Did you purchase any non-food items in this terminal today? & Q18A. How much did you spend on non-food items in this terminal today?


Average: $20.90

* Low base size (n=37)

Retail PurchasesAmong All Passengers

Purchased Retail Amount Spent on Retail


Q18. Did you purchase any non-food items in this terminal today? & Q18A. How much did you spend on non-food items in this terminal today?



Significantly less passengers this quarter compared to Q1 2020 made a retail purchase.


Q1 2020 Q1 2021

Yes 17% 9%

No, considered it but chose not to 9% 12%

No, did not consider it 73% 79%

Q1 2020 Q1 2021*

Average $25.10 $20.90

Less than $10 11% 27%

$10 to $19 35% 41%

$20 to $29 15% 5%

$30 to $49 25% 22%

$50 to $99 15% 3%

$100 or more 0% 3%

Q19. These next items are about the gate area. How would you rate...

92%96% 94% 93% 92% 91% 91% 90%

77% 75%

GATE AREAOVERALL

Lig hting in gatearea

Cou rtesy/helpfu lness ofairl ine sta ff i n

gate area

Availa bili ty ofseats

Con dition andclea nline ss of

gate area

Comforta bletemperature

Level o f comfortin gate area

Abil ity to he arann ouncements

Adequ atenumbe r of

workin g p oweroutlets

Con ce ssionsoffe rings near

gate

Satisfaction with Gate AreaAmong All Passengers Surveyed, Top 2 Box (5=Very Satisfied/4)

Nine in ten departing passengers (92%) surveyed were satisfied with the Gate Area Overall. Passengers were most satisfied with the Lighting in the gate area and Courtesy/helpfulness of airline staff in gate area.

There are no significant differences in satisfaction with the gate area between leisure and business travelers. Passengers in Concourse C are significantly more satisfied than passengers in Concourse B with the Condition and cleanliness of the gate area, while passengers in Concourse B are more satisfied than passengers in Concourse C with Concession offerings.


□ Top 3 Drivers of Satisfaction with Gate Area


Satisfaction with Gate AreaAmong All Passengers Surveyed, Top 2 Box (5=Very Satisfied/4)


Passengers this quarter are significantly less satisfied than passengers in Q1 2020 with all aspects of the Gate Area.


Q1 2020 Q1 2021

GATE AREA OVERALL 98% 92%

Lighting in gate area 99% 96%

Courtesy/helpfulness of airline staff in gate area 98% 94%

Availability of Seats 98% 93%

Condition and cleanliness of gate area 99% 92%

Comfortable temperature 99% 91%

Level of comfort in gate area 97% 91%

Ability to hear announcements 96% 90%

Adequate number of working power outlets 90% 77%

Concessions offerings near gate 94% 75%


Satisfaction with Gate Area Overall – TRENDINGAmong All Passengers Surveyed, Top 2 Box (5=Very Satisfied/4)


93% 92%98%

92%96%

92%

0%

25%

50%

75%

100 %

* Q3 2019 Q4 2019 Q1 2020 ** Q2 2020 * Q3 2020 Q4 2020 Q1 2021


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Q20C. Using the same 5-point scale, how would you rate the Wi-Fi for...

92% 95%91% 91%

WI-FI OVERALL Ease of logging on Reliabil ity of the connection The speed/bandwidth of theconnection

Satisfaction with Wi-FiAmong Passengers Using Wi-Fi, Top 2 Box (5=Very Satisfied/4)

Nine in ten departing passengers (92%) surveyed were satisfied with the Wi-Fi Service Overall.Passengers were most satisfied with the Ease of logging on.

There are no significant differences in satisfaction with Wi-Fi between leisure and business travelers nor between passengers in each concourse.


□ Top 3 Drivers of Satisfaction with Wi-Fi


Satisfaction with Wi-FiAmong Passengers Using Wi-Fi, Top 2 Box (5=Very Satisfied/4)


There are no significant differences in satisfaction with Wi-Fi between passengers this quarter compared to passengers in Q1 2020.


Q1 2020 Q1 2021

WI-FI OVERALL 93% 92%

Ease of logging on 97% 95%

Reliability of the connection 94% 91%

The speed/bandwidth of the connection 94% 91%


Satisfaction with Wi-Fi Overall – TRENDING


Among Passengers Using Wi-Fi, Top 2 Box (5=Very Satisfied/4)

82%

93% 93% 93% 93% 92%

0%

25%

50%

75%

100 %

* Q3 2019 Q4 2019 Q1 2020 ** Q2 2020 * Q3 2020 Q4 2020 Q1 2021


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Wi-Fi UseAmong All Passengers Surveyed & Those Using Wi-Fi

Four in ten (44%) passengers surveyed used the Wi-Fi service at Birmingham-Shuttlesworth International Airport. Of those, over nine in ten (94%) used the Wi-Fi at the gate.There was no significant difference in Wi-Fi usage between business and leisure travelers.Significantly more passengers in Concourse C than in Concourse B used the Wi-Fi at a restaurant.

44%

56%

Yes No

94%

9% 6%

At gate In restaurant Other

Used Wi-Fi Service Where Wi-Fi Used


Q20A. Did you use Wi-Fi at the airport today? & Q20B. Where in the airport did you use Wi-Fi?

Among those who used Wi-Fi

Wi-Fi UseAmong All Passengers Surveyed & Those Using Wi-Fi

Used Wi-Fi Service Where Wi-Fi Used


Q20A. Did you use Wi-Fi at the airport today? & Q20B. Where in the airport did you use Wi-Fi?

Among those who used Wi-Fi

Significantly less passengers this quarter compared to Q1 2020 used the Wi-Fi service. Among those who used Wi-Fi, significantly less passengers this quarter compared to Q1 2020 used it in a restaurant.


Q1 2020 Q1 2021

Yes 62% 44%

No 38% 56%

Q1 2020 Q1 2021

At gate 89% 94%

In restaurant 17% 9%

Other 4% 6%

Q24. This set of items deals with baggage delivery and leaving the terminal. How would you rate…

93% 95% 95%91% 88%

BAGGAGE DELIVERYOVERALL

Signs and directions to thebaggage c laim area

Accuracy of receiv ing allbaggage

Information on whichcarousel to use

Timeliness of baggagedelivery

Satisfaction with Baggage DeliveryAmong Passengers Taking 1+ Round Trips through Airport in the Last 12 Months, Top 2 Box (5=Very Satisfied/4)

Passengers were asked to think of their most recent experience picking up checked bags.Nine in ten (93%) passengers surveyed were satisfied with Baggage Delivery Overall.Passengers were most satisfied with Signs and directions to the baggage claim area and the Accuracy of receiving all baggage.

There are no significant differences in satisfaction with Baggage Delivery between leisure and business travelers nor between passengers in each concourse.


□ Top 3 Drivers of Satisfaction with Baggage Delivery


Satisfaction with Baggage DeliveryAmong Passengers Taking 1+ Round Trips through Airport in the Last 12 Months, Top 2 Box (5=Very Satisfied/4)


Passengers this quarter are significantly less satisfied than passengers in Q1 2020 with all aspects of Baggage Delivery.


Q1 2020 Q1 2021

BAGGAGE DELIVERY OVERALL 98% 93%

Signs and directions to the baggage claim area 99% 95%

Accuracy of receiving all baggage 99% 95%

Information on which carousel to use 98% 91%

Timeliness of baggage delivery 96% 88%


Satisfaction with Baggage Delivery Overall – TRENDINGAmong Passengers Taking 1+ Round Trips through Airport in the Last 12 Months, Top 2 Box (5=Very Satisfied/4)


89%94%

98%95% 94% 93%

0%

25%

50%

75%

100 %

* Q3 2019 Q4 2019 Q1 2020 ** Q2 2020 * Q3 2020 Q4 2020 Q1 2021


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93% 93% 92% 90% 88% 88%

76%

LEAVING THETERMINALOVERALL

Ease of leavingairport grounds

Traffic conditions onroadways outside

the airport

Access totransportation leaving

the airport

Ease of getting toparked car

Parking lot employeecourtesy

Parking cost

Satisfaction with Leaving the TerminalAmong Passengers Taking 1+ Round Trips through Airport in the Last 12 Months, Top 2 Box (5=Very Satisfied/4)

Passengers were asked to think of their most recent experience leaving the airport. Nine in ten passengers (93%) surveyed were satisfied with Leaving the Terminal Overall.Passengers were most satisfied with the Ease of leaving airport grounds.

There are no significant differences in satisfaction with Leaving the Terminal between leisure and business travelers nor between passengers in each concourse.


□ Top 3 Drivers of Satisfaction with Leaving the Terminal


Satisfaction with Leaving the TerminalAmong Passengers Taking 1+ Round Trips through Airport in the Last 12 Months, Top 2 Box (5=Very Satisfied/4)


Passengers this quarter are significantly less satisfied than passengers in Q1 2020 with all aspects of Leaving the Terminal.


Q1 2020 Q1 2021

LEAVING THE TERMINAL OVERALL 97% 93%

Ease of leaving airport grounds 98% 93%

Traffic conditions on roadways outside the airport 96% 92%

Access to transportation leaving the airport 97% 90%

Ease of getting to parked car 98% 88%

Parking lot employee courtesy 99% 88%

Parking cost 97% 76%


Satisfaction with Leaving the Terminal – TRENDINGAmong Passengers Taking 1+ Round Trips through Airport in the Last 12 Months, Top 2 Box (5=Very Satisfied/4)


90%95% 97% 96% 95% 93%

0%

25%

50%

75%

100 %

* Q3 2019 Q4 2019 Q1 2020 ** Q2 2020 * Q3 2020 Q4 2020 Q1 2021




Additional Findings


Hartsfield-Jackson Atlanta International Airport 50%

Huntsville International Carl T Jones Field 14%

Golden Triangle Regional Airport 10%

Nashville International Airport 7%

Montgomery Regional (Dannelly Field) Airport 5%

Tuscaloosa Regional Airport 5%

All others (less than 5%) 14%

Considered Other AirportsAmong All Passengers Surveyed

Eleven percent of passengers surveyed considered using another airport. Hartsfield-Jackson Atlanta International Airport had the highest consideration among those that considered another airport.

89%

11%

No Yes

Considered Other Airport Airport Considered *


Q3. Did you consider using any other airport for this trip today? & Q3B. Which airport?

Among those who considered another airport


Considered Other AirportsAmong All Passengers Surveyed

Considered Other Airport


Q3. Did you consider using any other airport for this trip today? & Q3B. Which airport?

There is no significant difference in passengers considering other airports this quarter compared to Q1 2020.


Q1 2020 Q1 2021

No 89% 89%

Yes 11% 11%

Q3A. Why did you consider using another airport? (Multiple responses allowed)

55%

40%38%

10%

Direct flight rather than connecting Pr ice Proximity/location Other

Reasons for Considering Another AirportAmong Those Who Considered Another Airport

The most common reason cited by passengers who considered another airport is Direct flight rather than connecting.



Asked for up to 5 randomly selected items passenger gave a rating of a 1 or 2Q22. Earlier for [item] you gave a rating of [1 or 2]. Why did you give this rating?

Passenger Comments: Pain PointsAmong All Passengers Surveyed

Passengers surveyed raised some pain points about their experience at BHM; a selection of comments is shown here.


“ There are a few retail stores but not many.“ Everything was closed except Hudson“ It is expensive to purchase merchandise.“ Bought a water bottle that was overpriced“ There was only one store on the side where my gate was“ There was only one brand of convenience store. No variety for buying

our granddaughter a souvenir.

RetailSecurity

“ Rude treatment and directions on how they wanted baggage placed into the security belt before scanning.

“ Plenty of staff, most of them standing around talking and chatting not supporting the process.

“ Instructions not clear, lack of patience, voice inflections and attitude were below satisfactory/officers made those going through security feel inferior to their status as TSA officer. I get that keeping a good attitude after dealing with so many people all day can be difficult, but it can make all the difference.

“ Too expensive that’s why we park off site

“ Parking is expensive so chose to Uber instead

“ Economy parking was not open and we were forced to park in the daily rate parking lot in the terminal

Airport Parking

“ Only working outlets were at some uncomfortable table, and because of social distancing only one or two people could use them at a time.

“ The 2 USB and regular outlets near the seat I am in that I picked for the outlets do not work … the outlets do not work despite reset attempts.

“ Had to walk around the chairs to find a chair with an outlet“ The seats had a lot of crunched up food on them in the gate terminal

and in the floor.“ Look at the ceilings and brick wall by the Chick-fil-a and bagel shop. The

dust buildup is staggering. The ceilings are yellow brown and gross enough to make the hungriest person lose their appetite.

“ The toilets were destroyed, full of poop, stopped up, toilet paper everywhere.

“ The bathroom was nasty. I only found 1 clean bathroom. “ Dirtiest airport bathroom I’ve ever been in. Entire area in restroom by

gate B2 the Floors were sticky and dirty and wet.

Gate Area / Terminal Facilities

“ Starbucks had no food or milk to make any drinks.“ Only 2 places were open. We chose chick-fila and found the food to be

slightly cold and dry like it had been sitting out.“ Most of the f/b are closed. Would have liked signage letting me know. I

walked all over the terminal looking for an open restaurant.“ There were no stations to fill water bottles. I had to use the water

fountain that had warm water.“ I do not consider junk food quality food offerings.“ Most have closed because of pandemic. The ones that are left either

aren’t very good or have limited offerings. Need healthier options.“ Not enough variety. No coffee shops.

Food And Beverage

“ Staff member had me throw away a can of $8 disinfectant spray that I use In my work presentations when I travel (which is weekly). I fly with this can in my checked bag every week and never had a problem until today. Very unhappy about that.

Personal Safety/COVID-19 Related

“ 1 employee at the American check in desk and about 40 people trying to check in. Could have easily missed flight based on this!

“ 50 minutes early to my flight and the supervisor wouldn’t let me check my bags causing me to miss my flight

“ There was ONLY 3 people in front of me to check in and it took a half hour until I finally reached the counter to check in my ONE bag!

Check-In

Demographics


Q1 2021 Concourse A Concourse B Concourse C Business LeisureBase size 393 101 126 101 138 255Q1. Purpose of Trip

Leisure/Vacation/Visiting friends/relatives 59% 54% 58% 64% 91%School-Related 3% 3% 5% 2% 5%Other 3% 3% 2% 3% 5%Business 27% 28% 31% 21% 76%Both Business/Non-Business 6% 8% 2% 10% 18%Military 2% 4% 2% 6%

Q30. GenderMale 42% 45% 44% 36% 59% 32%Female 58% 55% 56% 64% 41% 68%

Q25. Region of ResidenceNortheast 7% 4% 13% 2% 5% 8%Midwest 9% 13% 7% 5% 12% 7%South 77% 79% 70% 82% 76% 77%West 7% 3% 9% 11% 6% 8%International 0% 0% 0% 0% 0% 0%

Q26. Average Age 41.0 42.9 38.2 42.0 44.5 39.3Q27. Average HH Income (in $000) 115.6 122.8 109.2 118.0 123.1 111.5Q7A. Average Checked Bags (1+) 1.7 1.9 1.5 1.8 1.6 1.8Q7B. Average Carry-On Items (1+) 1.9 2.0 1.7 1.9 1.7 2.0Q7C. Average People in Travel Party 1.5 1.6 1.4 1.6 1.2 1.7Q23. Avg. Round Trips Through BHM P12 Mo. (0+) 3.3 4.7 2.4 2.8 4.7 2.6

Green highlighting and letters indicate significant higher value at the 95% confidence level; Some numbers may not add to 100% due to rounding

Phoenix Marketing InternationalTravel Research Group

Scott LudwigsenExecutive Vice President

[email protected] Route 202

Branchburg, NJ 08876

www.phoenixmi.com

Copyright © 2021 Phoenix Marketing International. All rights reserved.

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