8-Exhibit 6 - Quantitative Approach.pdf

© Ipsos

Prepared for Gensler

August 2025

CLEARED FOR TAKEOFF

UNDERSTANDING LAX PASSENGERS:

QUANTITATIVE SEGMENTATION

TABLE OF CONTENTS

01 Introduction

Background & Objectives 03

Design & Methodology 04

02 Executive Summary

Segmentation: Background 07

Qualitative Mindsets 10

Segmentation: Who They Are 12

Segmentation: Personas + Considerations for LAX

03 Detailed Findings

Overall Travel Understanding 27

Impressions of LAX 30

The LAX Experience 33

The Essence of Los Angeles 43

Passenger Segmentation 47

04 Segment Profiling

Digital VIP 51

Efficient Explorer 59

Elevated Adventurer 67

Comfort Curator 75

Practical Planner 83

05 Appendix

Additional Profiling 91

Emotional/ Functional Airport Ideals*

What does this segment desire most from their ideal airport experience?

Purchase Allocation at LAX

How did this segment spend their money during their most recent LAX experience?

Most Important Amenities and Services at LAX

What are the most important amenities and services LAX could offer?

Importance of Features at LAX

How important are features, like culture of

LA, local art, etc., at

LAX?

Who Traveled With

Who did this segment travel with during their most recent LAX experience?

Class of Service

What class of service did this segment primarily fly during their most recent LAX experience?

General Attitudes about Travel

What general travel attitudes does this segment have?

Past Year # of Flights Taken

How many times has this segment flown in the past year?

*Emotional/ Functional Airport Ideals map to the qualitative research hypotheses, covering themes around efficiency, comfort, discovery, and exclusivity, to understand how they come to life in the segmentation.

DRIVERS OF THE LAX TRAVELER SEGMENTATION:

In general, there are some universal truths we see across LAX Passengers regardless of the segment they are in, allowing for streamlined thinking about Passengers:

U N I V E R S A L T R U T H S A C R O S S Q U A N T I T A T I V E S E G M E N T S

Ideals, Feelings, and Attitudes Time Spent at LAX Dining at LAX Retail at LAX Perceptions of Los

Angeles 30%+ agree…

• Airport Ideals: A relaxing and stress-free environment, an experience that is easy to understand and navigate, and easy access to service and amenities

• Feelings at LAX:

Excited and Calm

• Travel Attitudes:

Traveling to new places is a passion

30%+ agree…

• Most Recent Time at LAX: Spending time on phone/tablet

• Most Recent Amenities at LAX: Seating areas, free Wi-Fi, restaurants/food vendors, charging stations for electronic devices, and retail shops

• Most Important Amenities & Services at LAX: More comfortable seating options and more relaxing/quiet spaces

60%+ agree…

• Food Eating Attitudes:

Looking for affordable options when dining at the airport and want to see a variety of cuisines represented

50%+ agree…

• LA Restaurants/Food Interested In:

Tacos/Mexican food or California cuisine

• Retail: Souvenir shops with unique, local products

30%+ agree…

• Aided Perceptions of LA: Hollywood and films, beaches and the ocean, sunshine and good weather, celebrities

The initial qualitative research provided a critical foundation for the quantitative segments, identifying 4 powerful passenger mindsets that served as our initial hypotheses.

T H E Q U A L I T A T I V E R E S E A R C H F I N D I N G S

W H A T T H E Y D O N ’ T W A N T

C O R E N E E D S

W H A T T H E Y D O W A N T

• They aren’t interested in experiences or amenities.

• To get through security and to the gate as quickly as possible

• A smooth and stress-free journey from arrival to gate (and back)

The Efficiency Seeker is looking to streamline their time and interactions during their airport journey.

• Situations where they must stand or sit on the floor to ‘relax,’ and no opportunity to charge their devices

• A smooth and stress-free journey from arrival to gate

• Comfortable seating & convenient, spacious options for placing their belongings

• Ample charging ports

The Creature of Comfort is looking to relax and de-stress, often passing the time reading or looking at their phone while waiting for their flight to depart.

• Dull, drab surroundings and interactions with unhelpful, unknowledgeable people that don’t add anything to their journey.

• Unexpected experiences & sensorial stimulation

• The feeling of learning something the average person doesn’t know

The Explorer is open-minded and constantly seeking new adventures and learning or experiencing new things during their travels.

• To be bothered with people who aren’t sophisticated passengers, and the general hustle & bustle of the airport.

• Private space options surrounded in calm, class & convenience

• Knowing they have exclusive access to elite amenities

The VIP perceives themselves to be superior to the masses that travel.

THE EFFICIENCY SEEKER THE CREATURE OF COMFORT THE EXPLORER THE VIP

The foundations of the qualitative findings remain fruitful; through the quantitative research, we found additional detail for how these mindsets manifest – and learned that segments can span across multiple mindsets.

Q U A N T I T A T I V E S E G M E N T I N T R O D U C T I O N : K E Y Q U A L I T A T I V E M I N D S E T S

• They aren’t interested in experiences or amenities.

• To get through security and to the gate as quickly as possible

• A smooth and stress-free journey from arrival to gate (and back)

The Efficiency Seeker is looking to streamline their time and interactions during their airport journey.

• Situations where they must stand or sit on the floor to ‘relax,’ and no opportunity to charge their devices

• A smooth and stress-free journey from arrival to gate

• Comfortable seating & convenient, spacious options for placing their belongings

• Ample charging ports

The Creature of Comfort is looking to relax and de-stress, often passing the time reading or looking at their phone while waiting for their flight to depart.

• Dull, drab surroundings and interactions with unhelpful, unknowledgeable people that don’t add anything to their journey.

• Unexpected experiences & sensorial stimulation

• The feeling of learning something the average person doesn’t know

The Explorer is open-minded and constantly seeking new adventures and learning or experiencing new things during their travels.

• To be bothered with people who aren’t sophisticated passengers, and the general hustle & bustle of the airport.

• Private space options surrounded in calm, class & convenience

• Knowing they have exclusive access to elite amenities

The VIP perceives themselves to be superior to the masses that travel.

THE EFFICIENCY SEEKER: 46% (NET) THE CREATURE OF COMFORT: 39% (NET) THE EXPLORER: 39% (NET) THE VIP: 37% (NET)

Practical Planner: 29%

Efficient Explorer: 17% Comfort Curator: 17%

Elevated Adventurer: 22% Elevated Adventurer: 22%

Efficient Explorer: 17% Digital VIP: 15%

Elevated Adventurer: 22%

*Sizing shown for Qualitative Mindsets sum to over 100% due to overlap of Quantitative segment representation across multiple mindsets. Quantitative segments sum to 100%.

MEET YOUR QUANTITATIVE SEGMENTS

15% Digital VIP

17% Efficient Explorer

22% Elevated Adventurer

29% Practical Planner

17% Comfort Curator

These passengers are our most budget-conscious; they travel infrequently and have the lowest airport spend. Anchored by a need for predictability and control, they have a need for a stress-free experience built on the basics: clear directions, clean facilities, and a calm atmosphere.

• Key Qualitative Mindset: Efficiency Our most frequent and highest-spending passengers, this hyper-efficient segment uses technology to optimize their journey. They will sacrifice comfort or convenience for a unique travel experience, traveling as often as schedule and budget will allow.

• Key Qualitative Mindset: Exploration, Efficiency

Traveling with average frequency, this high-spending segment prioritizes travel and experiences over material possessions and seeks out quality and is willing to pay a premium for it, not as a show of status, but as an investment in their own comfort and enjoyment. They are tech-savvy and self-assured.

• Key Qualitative Mindset: Comfort, Exploration, VIP

Segments are sized out of the N=1001 Total Rep (Online) Passengers in this research.

This high-spending segment expects a premium, tech-forward experience that makes them feel pampered.

Though they travel with average frequency, their international trips and high spend make them a key target for upscale services.

• Key Qualitative Mindset: VIP

Traveling less frequently but often internationally with friends and family, this segment’s goal is a comfortable and stress-free journey. Though their airport spend is average, they are willing to pay a premium for comfort and convenience while traveling (such as on amenities that ensure a calm and enjoyable group experience) and see vacation as a time to splurge.

• Key Qualitative Mindset: Comfort

THE EFFICIENCY SEEKER THE CREATURE OF COMFORT THE EXPLORER THE VIP

Practical Planner

Efficient Explorer

As the data shows, the quantitative segments do not fit neatly into one box. The segments often intersect across these mindsets, showing that a single person can be driven by multiple, and sometimes competing, motivations.

This passenger plans meticulously to avoid surprises. They value flawless execution of airport basics to ensure their journey goes off without a hitch.

Constantly on the move and armed with technology, they expect a seamless, digitally-enabled journey that puts them in complete control and optimizes every minute of their time.

M A P P I N G T H E S E G M E N T S T O T H E Q U A L I T A T I V E M I N D S E T S

Efficient Explorer

Elevated Adventurer Elevated Adventurer Elevated Adventurer

Comfort Curator: Digital VIP

This passenger is willing to spend more to ensure a seamless and enjoyable group experience. For them, the investment is in shared comfort.

This passenger willingly splurges on comfort, paying to bypass stress and enjoy a more relaxed airport experience.

This passenger seeks out adventure and looks forward to discovering new and interesting things, from unique food vendors to local art installations.

This passenger gladly pays a premium for authentic experiences, viewing the airport as the start of their adventure, not just a point of transit.

This high-spending passenger demands exclusive, premium experiences. For them, luxury isn't just an amenity—it's a status symbol.

This passenger is happy to pay a premium for travel. For them, access to exclusive services isn't a luxury— it's a deserved part of the vacation.

Segments span across a variety of core attitudes and behaviors.

Base: Total US Passengers (n=1001)

Q U A N T I T A T I V E S E G M E N T D I F F E R E N T I A T I O N

Efficient Explorer Elevated Adventurer Comfort CuratorDigital VIP Practical Planner

HighLow

FREQUENCY OF AIR TRAVEL

Vacation is time to splurgeLook for deals/ ways to save

FINANCIAL TRAVEL ATTITUDES

More likelyLess likely

LIKELIHOOD TO LEAVE IMMEDIATE GATE AREA

EXPLORE OTHER AREAS OF LAX

HighLow

SPEND AT LAX

HighLow

ENGAGEMENT WITH RESTAURANTS

HighLow

ENGAGEMENT WITH RETAIL

SEGMENT EMOTIONS, ATTITUDES, AND INTERACTIONS

% of Passengers 15% 17% 22% 17% 29%

Digital VIP Efficient Explorer Elevated Adventurer Comfort Curator Practical Planner

Emotions Felt at LAX (Most Recent Experience)

• Happy

• Hopeful

• Refreshed

• Happy

• Refreshed

• Relaxed

• Hopeful

• Relieved

• Anxious

• Nostalgic

• Frustrated

• Anxious

• Stressed

• Impatient

Travel Attitudes

• Vacation travel is spent seeing family

• Cautious about traveling to unfamiliar places

• Travel as often as schedule and budget allow

• Willing to sacrifice comfort or convenience for unique experience

• Willing to pay premium for comfort/convenience

• Vacation time is time to splurge

• Prioritize travel and experiences over material possessions

• Willing to pay premium for comfort/convenience

• Vacation time is time to splurge

• Always looking for travel deals and ways to save money

• Don’t go on vacation as much as I would like

Lifestyle Attitudes

• Interested in latest tech trends and advancements

• First of friends and family to try new tech

• Deserve to be pampered

• Interested in latest tech trends and advancements

• I am always busy and on-the-go

• I am willing to pay a premium for a quality item

• I seek out new adventures

• I am very self-confident

• Interested in latest tech trends and advancements

• Spending time with my family is my top priority

• I regularly research my options before making a decision

• I believe life is better with less

• I like to follow a routine

How Spent Time at LAX (Most Recent Experience)

• Listening to music/ podcast

• Drinks at coffee shop, bar

• Eating casual or nice meal

• Watching new/current events

• Listening to music/podcast, reading

• Drinks at coffee shop

• Eating casual or nice meal

• Browsing shops

• Spending time in a lounge

• Drinks at a bar

• Talking to travel partner • Basics only (on phone/tablet, quick eats, finding quiet space, reading)

Base: Digital VIP (n=151), Efficient Explorer (n=171), Elevated Adventurer (n=222), Comfort Curator (n=169), Practical Planner (n=288)

SEGMENT GATE BEHAVIORS AND AMENITIES

% of Passengers 15% 17% 22% 17% 29% Digital VIP Efficient Explorer Elevated Adventurer Comfort Curator Practical Planner

LIKELI. TO LEAVE GATE AREA

EXPLORE OTHER AREAS OF LAX

(% Extremely/Very Likely) 82% 81% 74% 63% 42%

Why Not Likely (Among those not likely to leave the gate)

• Worry I will miss flight/get distracted

• If have luggage, don’t want to bring around airport

• Do not want to spend money

Low Base: Qualitative Interpretation

• Worry I will miss flight/get distracted

• Worried gate will change

• Prefer to stay close to gate

Low Base: Qualitative Interpretation

• Prefer to stay close to gate

• Worry I will miss flight/get distracted

• Don’t like walking through crowds

Low Base: Qualitative Interpretation

• Prefer to stay close to gate

• Want to stay updated on flight status

• If have luggage, don’t want to bring around airport

• If with others/kids, prefer to stay in one place

• Prefer to stay close to gate

• Worry will miss flight/get distracted

• Want to stay updated on flight status

• If have luggage, don’t want to bring around airport

Most Important Amenities and Services

• More family-friendly amenities

• More entertainment options

• Personalized travel info./ updates

• Mobile app integration

• Wellness fitness amenities

• More charging stations

• More entertainment options

• Mobile app integration

• Personalized travel info./updates

• More helpful and friendly staff

• Variety of retail options

• More options for premium services

• Variety of retail options

• More family-friendly amenities

• More options for premium services

• More comfortable seating options

• More charging stations

• Clear signage and wayfinding

LAX ‘Must Wins’

• Premium and offering an elevated sense of status

• Easy access to service and amenities

• Easy to understand and navigate

• Keeping me connected through technology

• Easy access to service and amenities

• Easy to understand and navigate

• A timesaving and streamlined experience

• Easy access to service and amenities

• Easy to understand and navigate

• Easy to understand and navigate

• A timesaving and streamlined experience

• Easy access to service and amenities

Base: Digital VIP (n=151), Efficient Explorer (n=171), Elevated Adventurer (n=222), Comfort Curator (n=169), Practical Planner (n=288)

SEGMENTS AND THE ‘ESSENCE OF LOS ANGELES’

% of Passengers 15% 17% 22% 17% 29%

Digital VIP Efficient Explorer Elevated Adventurer Comfort Curator Practical Planner

Importance of Features at LAX

• Wide variety of dining options represents LA’s culinary scene

• Local art and entertainment

• Sense of place that is unique to LA

• Ability to purchase local souvenirs or gifts

• Sustainability initiatives

• Ability to purchase local souvenirs or gifts

• Local art and entertainment

• Reflecting the culture of LA

• Wide variety of dining options represents LA’s culinary scene

• Sustainability initiatives

• Reflecting the culture of LA

• Wide variety of dining options represents LA’s culinary scene

• Sense of place that is unique to LA

• Relaxing and stress-free environment only

LA Culture Interested in Seeing

• Weather

• Cultural

Attractions

• Mountains

• Lifestyle

• Local Music

• Local Art

• Lifestyle • Beach

• Hollywood

Memorabilia

• Movie-

Themed Experiences

• Iconic Locations

Base: Digital VIP (n=151), Efficient Explorer (n=171), Elevated Adventurer (n=222), Comfort Curator (n=169), Practical Planner (n=288)

Digital VIPs, Efficient Explorers, and Elevated Adventurers are the most engaged in LAX concessions, spending significantly more than the other segments, while Practical Planners are the least engaged, primarily spending their money on quick service bites.

Digital VIPs and Efficient Explorers spend their money on the widest variety of concessions, including retail and entertainment.

Base: Digital VIP (n=151), Efficient Explorer (n=171), Elevated Adventurer (n=222), Comfort Curator (n=169), Practical Planner (n=288) B4. Still thinking about your most recent experience/experience today at LAX Airport, approximately how much money did/are you spend/spending? This does NOT include airline-related fees, baggage charges, and parking expenses.

B5. Of your most recent total spending today at LAX Airport, approximately what percentage did are you spend/spending on the following?

Index: ≥ 120 green ≤ 80 red compared to Total, shown when Total is 5%+

S E G M E N T S P E N D I N G

Avg. Spend Most Recent LAX Experience

$49

13%

13%

13%

9%8% 13%

10%

10%

7% 5%

Digital VIP Efficient Explorer Elevated Adventurer Comfort Curator Practical Planner

Restaurant meal Quick service bites Snacks Alcohol Non-Alcohol Coffee or tea Retail Entertainment Wellness Other

Avg. Spend Most Recent LAX Experience

$52 Avg. Spend Most

Recent LAX Experience

$49 Avg. Spend Most

Recent LAX Experience

$39 Avg. Spend Most

Recent LAX Experience

$23

19%

16%

16%9%

10%

14%

5% 4%1%5%

21%

14%

15%9%

8%

14%

7%

6% 3%4%15%

15%

12%

9%9%

13%

10%

7% 5% 5% 15%

24%

19% 8%

12%

15%

2% 3%3%

SEGMENT KEY TRAVEL BEHAVIORS & DEMOGRAPHICS

% of Passengers 15% 17% 22% 17% 29% Digital VIP Efficient Explorer Elevated Adventurer Comfort Curator Practical Planner

Tr av el B eh av io rs

Travel Frequency (Past Year # of Flights)

AVERAGE HIGH AVERAGE LOW LOW

Travel Purpose (Most Recent)

Business and Leisure, mainly Leisure Business and Leisure Business and Leisure Leisure Leisure

% International Travel

(Most Recent) 19% International 14% International 16% International 19% International 12% International

Who Traveled With

(Most Recent)

• Spouse/Partner

• Child(ren)

• Friends

• Parents

• Spouse/Partner

• Child(ren)

• No one

• Parents

• Colleagues

• No one

• Colleagues

• Friends • No one

• Spouse/Partner

D em og ra ph ic s Average Age 39 42 43 47 51

Average Income $105.7K $130.3K $124.0K $97.3K $93.0K

% with Kids in Household 69% 63% 55% 39% 22%

Base: Digital VIP (n=151), Efficient Explorer (n=171), Elevated Adventurer (n=222), Comfort Curator (n=169), Practical Planner (n=288) Index: ≥ 120 green ≤ 80 red compared to Total, shown when Total is 5%+

% of Passengers 15% 17% 22% 17% 29% Digital VIP Efficient Explorer Elevated Adventurer Comfort Curator Practical Planner

Qualitative Mindset VIP Exploration Efficiency

Comfort Exploration

VIP

Comfort Efficiency

# Trips Per Year 9.1 18.3 9.6 4.0 3.5

Likelihood to Leave the Gate Area and

Explore

Average Spend at LAX Airport

Terminal (Most Recent Trip)

$49 $52 $49 $39 $23

Dining Opportunity

• Coffee shops

• Casual restaurants

• Nice restaurants

• Bars

• Unique or novel options

• “Instagrammable” options

• Coffee shops

• Casual restaurants

• Nice restaurants

• Unique or novel options

• “Instagrammable” options

• Coffee shops

• Bars

• On-the-go food

• Unique or novel options

• “Instagrammable” options

• On-the-go food

• Casual restaurants • On-the-go food

Retail Opportunity ✓ ✓ ✓

There is varying opportunity across all 5 identified segments:

Base: Digital VIP (n=151), Efficient Explorer (n=171), Elevated Adventurer (n=222), Comfort Curator (n=169), Practical Planner (n=288)

Needs: Requires a tech-forward, premium experience validating their status and offering a pampering, entertaining oasis for business and leisure traveling.

Functional Needs:

• As early adopters, they expect technology to work to make their lives easier. A powerful mobile app and connectivity are baseline expectations

• As premium passengers, they seek private space options surrounded by calm, class and convenience

• When traveling with family, their need for a stress-free journey is amplified;

They require amenities that entertain their children while allowing them to relax in a comfortable, upscale environment

Emotional Needs:

• A premium-feeling environment that feels elevated above the standard

• Knowing they have exclusive access to elite amenities that others do not

Considerations for LAX Airport: Lure in passengers with exclusive services (lounges, priority lanes), an enhanced app, and curated, high-end local dining and retail.

• Offer high-quality lounges that can be booked via the mobile app with elevated snacks, meals, drinks and showers

• Develop “Family Mode” in the LAX app that highlights family-friendly amenities

• Install VIP cubicles with high-speed charging stations and other workstation amenities for business passengers

• Design “Premium Family Zones” with comfortable seating and play areas

• Develop a portfolio of “LA Elite” dining that includes well-known local chefs and upscale spots

• Launch retail featuring premium products from LA artists and designers

Digital VIP Above Average Spend; Average Travel Frequency

John (32) is a Project Manager in the tech industry, a husband, and father to two young daughters.

He stays up-to-date on all the latest technology trends and his friends look to him for guidance when purchasing new gadgets.

15%

After a grueling quarter at work, John sees this family vacation to Paris as more than a reward—it's a tangible validation of his professional success. His goal is to feel pampered because, for him, premium service signals his hard-earned status. This experience begins at the airport, where he uses the LAX app not just to find a nice restaurant, but to strategically select a spot that reflects the level of comfort and recognition he feels he and his family deserve.

John needs his LAX experience to be the perfect kickoff to his international venture: a premium, tech-forward environment that pampers him and is effortless for his family.

Needs: Requires a hyper-efficient, tech-enabled journey, allowing them to optimize their time and feel in control, alongside access to unique and authentic experiences.

Functional Needs:

• As masters of efficiency, they need the best of the best digital tools for updates and navigation, allowing them to move through the airport with speed and purpose

• They seek out unique, authentic, local experiences and spend money on high-quality options that add value to their journey (not generic luxury)

Emotional Needs:

• These passengers need a smooth and stress-free journey, allowing them to focus on more important things (like work or family)

• They are focused on always learning something new and continually expanding their horizons

Considerations for LAX Airport: Lure in passengers with a mobile app for navigation, high quality local food, and unique retail featuring LA artists and brands.

• Develop a mobile app with navigation, real-time security wait times, flight updates, etc.

• Create “grab-and-go” options for high-quality, authentic LA restaurants and coffee shops

• Ensure connectivity with free and fast Wi-Fi and power outlets all throughout the gate areas

• Curate unique retail opportunities that feature local LA artists, brands, and cultural items that feel authentic

• Invest in clear and intuitive digital signage to ensure an optimized journey throughout the terminal

• Offer unique entertainment options that reflect LA’s local music and art scene

• Install interactive experiences, such as an AI powered chatbot that engages with passengers’ inquiries (e.g., Things to do in LA)

Efficient Explorer Above Average Spend; Above Average Travel Frequency

"For Blake, travel is an experience to be crafted with skill and purpose. As a master of efficiency, he demands a hyper-efficient, tech-enabled journey that allows him to optimize his time, whether he's traveling for business or with his family. He sees the airport as a system to be navigated with ease, relying on top-tier digital tools for updates and navigation. This mastery of the journey allows him to focus on his true goal: seeking out the unique and authentic. He will readily spend on high-quality, local options that add value, moving with purpose from a seamless security check to a memorable meal or a compelling art installation, or local entertainment, proving that for him, the journey is a perfectly executed first step of the adventure.

Blake needs LAX to be a seamless interface for adventure, a place where radical efficiency and authentic local culture connect to create a truly unique and well-designed journey.

Blake (41) is a UX Designer, husband, and father to one son.

He lives a busy, on-the-go lifestyle, always seeking new adventures and staying ahead of the latest tech trends.

17%

Needs: Requires an effortlessly comfortable journey complemented by genuinely high-quality and curated experiences, for both business and leisure traveling.

Functional Needs:

• They are willing to pay a premium for high-quality, curated options in food, retail, and ambiance.

• They desire functional, relaxing spaces, e.g., comfortable seating, convenient and spacious options for placing their bags and ample charging points.

Emotional Needs:

• While they are willing to pay more for comfort, authentic experiences and exclusive services, they need to feel like it is a worthy investment.

• These passengers need to feel relaxed and able to savor their time in a calm and hassle-free environment.

• They also need to feel a sense of discovery and growth, satisfying their need to learn and expand their horizons.

Considerations for LAX Airport: Lure in passengers by providing high-quality options that speak to them, like dining from local chefs, boutique retail featuring LA style, and comfortable lounges.

• Attract passengers via sit-down restaurants from top-tier local chefs to provide a culinary immersive experience

• Offer retail concepts that reflect LA’s unique style and culture

• Provide accessible premium services focused on comfort, such as pay per use lounges with quiet zones, plush seating and secure charging ports

• Design comfortable spaces for solo passengers, e.g., single-person relaxation pods

• Install interactive experiences, such as an AI powered chatbot that engages with passengers’ inquiries (e.g., When is the best time to travel to Thailand?)

• Train staff to be knowledgeable and provide quality service, as this is a seg-ment that values human interaction

Elevated Adventurer Above Average Spend; Average Travel Frequency

As a confident solo passenger, Jessica sees vacation—and indeed, all travel—as an investment in a life rich with experience, not material possessions. Whether traveling for business or her next adventure, she requires an effortlessly comfortable journey complemented by genuinely high-quality, curated moments. She will gladly pay a premium for comfort and convenience, viewing it as a worthy investment in her own enjoyment. This is why you'll find her exploring the airport’s habitat before her flight—enjoying a craft cocktail at a stylish bar or browsing shops that feature unique, local goods that enhance the adventure she so meticulously planned.

Jessica needs LAX to be a smooth, high-quality ecosystem that is worth investing in, with friendly staff who can point her toward the best experiences, setting the perfect, relaxed tone for the trip ahead.

Jessica (38) is an Environmental Scientist and a proud dog mom.

She applies the same discerning eye from her research to her life, prioritizing authentic experiences over material possessions.

22%

Needs: Requires a simple, comfortable and stress-free environment that provides comfort, reassurance and removes anxiety for their entire travel group.

Functional Needs:

• As less frequent passengers who are often coordinating with others, their top priority is clarity and ease of navigation with clear signage and directions

• As these passengers often travel with a group, they need access to comfortable seating arranged in clusters where their group can sit together

• They are willing to pay a premium for convenience and comfort to ensure their family and friends have an enjoyable and relaxing experience

Emotional Needs:

• These passengers need to feel like competent and successful caretakers given their primary goal is the group’s well-being.

• These passengers gain satisfaction in obtaining shared comfort and harmony that comes from seeing their friends and family relaxed and happy.

• To effectively manage her group’s stress, they need to feel calm and in control in an environment that is predictable and easy to navigate

Considerations for LAX Airport: Lure in passengers with options for premium comfort and convenience, exceptionally clear navigation, comfortable group seating, and accessible dining and odes to classic LA icons like Hollywood and the beach.

• Create premium comfort and convenience options, such as bookable services where a staff member meets the group and assists with luggage, acts as a guide, etc. or shuttle service between terminals or distant gates for a fee

• Invest in clear, simple, and large-print signage to make navigation effortless and reduce anxiety while traveling

• Increase comfortable, clustered seating at gates to allow for group seating

• Create entertaining distractions themed around classic, easily recognizable LA icons like Hollywood memorabilia or beach-themed installations or murals

• Ensure basic amenities are clean and easy to find

Comfort Curator Average Spend; Below Average Travel Frequency

Though she travels infrequently, her trips are everything but insignificant, like her upcoming safari to South Africa with her closest friends. She naturally takes on the role of the group’s planner and caretaker, and although her typical airport spend is average, she will gladly “splurge” for amenities that provide premium comfort, convenience and a calm experience to ensure everyone is happy and at ease. At LAX, her focus is on keeping the group together and stress-free, whether that means finding a comfortable place for them all to rest and chat or strolling through shops together.

Susan needs LAX to be a partner in care, providing an experience of accessible comfort and reassuring ease that guarantees a stress-free start to the vacation.

Susan (61) is a retired former nurse, a mother to adult children, and the heart of her friend group.

Her lifelong career to provide care is now focused on the people she loves most, and she believes creating shared memories through quality time is a top priority.

17%

Practical Planner Below Average Spend; Below Average Travel Frequency

Needs: Requires a predictable, stress-free, and dignified airport experience that respects their budget.

Functional Needs

• Their goal is to get through security and to their gate, or from their gate to baggage claim as quickly as possible

• Their satisfaction is driven by the flawless and reliable execution of the basics

Emotional Needs:

• As our most budget-conscious and anxious passengers, their primary goal is to avoid unexpected costs and confusing situations that trigger stress

• They need an environment that feels calm and orderly, providing them with a sense of control and security throughout their airport journey

• They need to feel calm and not stressed, avoiding the anxiety that comes with unexpected costs or confusing situations.

Considerations for LAX Airport: Lure in passengers by focusing on foundational excellence.

• Use exceptionally clear, simple, large-print signage to make navigation effortless, to reduce anxiety and train staff to quickly and kindly direct passengers to restrooms, water fountains, etc.

• Offer convenient access to real-time flight, gate and amenities information

• Expedite security lines with more staff or “efficiency ambassadors,” with clear instructions for infrequent and/or anxious passengers

• Ensure gate areas have ample, clean seating and that power outlets are plentiful and easy to find, to provide a free, calm place to wait

• Ensure water fountains are functional and highly visible, as this is a budget-conscious group of passengers

• Designate gate areas or sections of the terminal as quiet zones, offering a predictable and calm place for anxious or budget-conscious passengers to follow their routine (i.e., reading, being on their phone)

• Consider ‘grab & go’ pop up dining offerings in terminal areas, for quick bites that allow passengers to stay near their gate

For Melissa, travel is a carefully planned reward funded by diligent saving. Because she views her vacation as a wise investment, not a frivolous expense, she is anchored by a need for predictability and control. Melissa is a budget-conscious passenger and at LAX, she’s focused and cautious. She navigates the terminal with a pre-researched plan to avoid unnecessary costs. She brings her own water bottle and may buy a snack or two, but her goal is to find a quiet space to wait for her flight without stress. Her satisfaction hinges on the flawless execution of the basics – clear directions, clean facilities, and a calm atmosphere – which ensures her journey goes off without a hitch.

Melissa needs LAX to provide a predictable, cost-effective, easy to understand, and timesaving experience, proving that the basics – clear directions and comfortable seating – are flawlessly executed and dependable.

29%

Melissa (50) is a dedicated Financial Advisor and divorcee.

She spends her days helping clients make smart, disciplined decisions – a principle she applies to her own life.

Detailed Findings › Overall Travel Understanding

› Impressions of LAX

› The LAX Experience

› The Essence of Los Angeles

› Attitudes & Additional Profiling

› Passenger Segmentation

Overall Travel Understanding

42% Spouse/partner 37% No one - I was by myself 21% Child(ren) 14% My child/ren 5-12 years old 11% My child/ren 13-17 years old 5% My child/ren younger than 4 10% Friends 6% Other family members 6% Colleagues 6% Parents 3% My siblings

15% Terminal 3 13% Terminal 4 11% Terminal 2 10% Terminal 1 8% Terminal 5

6% Tom Bradley International Terminal

4% Terminal 6 3% Terminal 7 1% Terminal 8

31% Economy 22% Premium Economy 18% Business Class 16% Basic Economy 13% First Class

Past Year Average # of Commercial Airline Trips 8.3

This research examines a representative sample of LAX Passengers who have taken approximately 8 commercial airline trips in the past year. Passengers are 45-years on average, skew white, and have an average household income of ~$109K.

T H E U N I V E R S E O F L A X T R A V E L E R S

66% 14%

11% 7%

2%

White Hispanic

Black Asian Other

Average Household Income $109.1K

Female Male

46% 54%

Average Age: 45

Base: Total US Passengers (n=1001) Multiple Questions, See notes section for full question text

Travel Type Domestic vs. International

74%

26% Departed

Connected 85%

15%Domestic International

3% 24%

30% 17%

15% 12%

18-21 22-34 35-44 45-54 55-65

66-100

Most Recent LAX Trip Understanding

30%

70%

Business

Leisure

Trip Reason

Terminal Class of ServiceWho Traveled With

Avg. Time Before Flight Boards minutes

An easy, stress-free, streamlined airport experience needs to be the foundation for any trip – before leveraging status and experiential offerings.

Base: Total US Passengers (n=1001) QB1. The statements below represents things people may desire from their airport experience. Please tell us which benefits represent what you desire most from your ideal airport experience.

T H E I D E A L A I R P O R T E X P E R I E N C E

Airport Experience Ideals

57%

53%

42%

42%

27%

20%

16%

14%

Easy to understand and navigate

A relaxing and stress-free environment

A timesaving and streamlined experience

Easy access to service and amenities

Keeping me connected through technology

Premium and offering a sense of elevated status

Engaging and offering new experiences

Supporting my emotional and physical health

Int’l passengers are significantly more likely to desire an airport experience that’s easy to understand and navigate and to be connected through technology

Impressions of LAX

3-in-4 rate LAX as representing what they expected the Los Angeles “energy” to be.

The look and feel of the airport and the variety of dining options stand out most, but LAX passengers pick up on a host of features, such as cleanliness, security, navigation and shopping! Those who note the LA ‘flavor’ at the airport found it through local foods, merch and industry-related content.

L A X A I R P O R T F I R S T I M P R E S S I O N S

LAX Aspects that Stood Out

Base: Total US Passengers who Arrived at LAX in Past Year (n=785) QA1. What was your first impression of LAX Airport upon your arrival? QA2. During your most recent experience/today’s experience at LAX Airport, which of the following specific aspects stood out to you most?

Base: Total US Passengers who Arrived at LAX in Past Year Selected Local Flavor Embedded Throughout (n=170) QA3. You mentioned the local flavor embedded throughout LAX Airport stood out to you – what specifically made an impression?

46%

46%

41%

40%

40%

39%

34%

30%

27%

22%

22%

20%

Variety of food options available

Look and feel of the airport

Cleanliness of the airport

Security measures in place

Organization of the terminals and gates

Variety of shops available

Architecture/design of the airport

Artwork and displays

Displays or exhibits related to LA history, culture, industry

Special accommodations available

Local flavor embedded throughout

Music being piped throughout the airport

75%

Rated LAX Airport a “4” or “5” out of 5 “Represented what I expected the Los

Angeles “energy” to be”

Local Flavor -Among Selected Local Flavor Embedded Throughout-

68%

67%

65%

51%

49%

42%

Local restaurants and/or food items

Displays, exhibits, or merchandise related to the entertainment industry

Local merchandise in shops

Local artists on display

Local merchants

Local music piped in throughout

Index higher among Int’l passengers

While most LAX passengers experienced various positive emotions during their recent trip, there are opportunities to improve the experience for those feeling stressed, anxious, overwhelmed, etc.

Base: Total US Passengers (n=1001) QB2. Throughout your most recent experience/experience today at LAX Airport, what emotions did/do you feel most?

E M O T I O N S F E L T A T M O S T R E C E N T L A X A I R P O T E X P E R I E N C E

42%

42%

40%

36%

26%

20%

20%

19%

14%

14%

13%

11%

9%

9%

7%

6%

2%

Excited

Happy

Relaxed

Calm

Hopeful

Relieved

Refreshed

Anxious

Stressed

Accomplished

Impatient

Overwhelmed

Nostalgic

Frustrated

Apprehensive

Bored

Sad

Emotions Felt at the Airport

Positive (NET)

85%

Negative (NET)

42%

Signage, mobile alerts and airport personnel are all ways to make the airport experience as seamless and pleasant as possible

Int’l passengers are significantly more likely to say they felt calm and accomplished at the airport, however also an overwhelming sense of boredom!

The LAX Experience

There is no one-size-fits-all – passengers fill their airport time in a variety of ways, so accommodations need to be multi-purpose, reliable and easy to find.

T I M E S P E N T A T L A X A I R P O R T D U R I N G M O S T R E C E N T E X P E R I E N C E

Base: Total US Passengers (n=1001) QB3. How did/are you spend/spending your time at LAX Airport?

41%

Spending Time on Phone/Tablet

30%

Eating Something Quickly/On the Go

28%

Grabbing Drinks at Coffee Shop

27%

Listening to Music/Podcast

26%

Talking w/ Travel Partners

25%

Browsing Shops

24%

Eating Meal at Casual Restaurant

23%

Reading

20%

Finding a Quiet Space

19%

Spending Time in Lounge

17%

Grabbing Drinks at a Bar

16%

Watching News/ Current Events

15%

Eating Meal at Nice Restaurant

10%

Working

7%

Napping

4%

Other

Int’l passengers are significantly more likely to spend their time browsing shops, grabbing drinks at a coffee shop or spending time on their phone/tablet

On average, passengers spend $40 while at LAX Airport, primarily on restaurant meals, quick service bites, snacks, and coffee/tea.

Base: Total US Passengers (n=1001) QB4. Still thinking about your most recent experience/experience today at LAX Airport, approximately how much money did/are you spend/ spending? This does NOT include airline-related fees, baggage charges, and parking expenses.

Base: Total US Passengers Purchased at LAX (n=890) QB5. Of your most recent/today total spending at LAX Airport, approximately what percentage did/are you spend/spending on the following?

P U R C H A S I N G B E H A V I O R S A T L A X D U R I N G M O S T R E C E N T E X P E R I E N C E

Spending

$40 on average during most recent experience at

LAX

Share of Spend

Among those who spent money

17% Restaurant Meal

17% Quick Service Bites

9% Non-Alcoholic Beverages

9% Alcoholic Beverages

15% Snacks

14% Coffee/Tea

6% Retail

6% Entertainment

3% Wellness 4% Other

Int’l passengers skew higher LAX spenders, averaging $48. Spend is higher than average on restaurant meals, coffee/tea and retail purchases

16%

18%

20%

22%

16%

20%

18%

17%

17%

75%

75%

66%

59%

58%

58%

56%

49%

40%

I am looking for affordable options when dining at the airport

I want to see a variety of cuisines represented at the airport

I want to try restaurants or food vendors that are popular in LA

I am willing to pay more for healthy food options at the airport

If there is a current event I will find a spot at a bar/restaurant to watch

I prefer to have time for a sit-down meal at a restaurant

I am willing to pay more for unique or novel food options at the airport

When I am at the airport, it’s an excuse to eat/drink whatever I want

I am willing to pay more for “Instagrammable” food options at the airport

Affordability and variety steal the show but there’s also room for a more elevated dining experience, including local flavors – make sure passengers can find the option that fits their needs so they don’t go elsewhere.

Base: Total US Passengers (n=1001) QB6. Now we would like you to think about eating at LAX Airport. How much do you agree or disagree with each of the below statements?

Base: Total US Passengers Selected Interest in Trying Restaurant/Food Vendors Popular in LA (n=868) QB6b. You mentioned you’d be interested in trying restaurants or food vendors that are popular in LA. Which of the following types of cuisine would you be most interested in seeing represented at LAX Airport?

A T T I T U D E S A B O U T F O O D / E A T I N G A T L A X A I R P O R T

Slightly Agree Strongly/Somewhat Agree

Overall Food Attitudes Interest In Cuisines -Among Selected Interest in Trying Restaurants/Food Vendors Popular in LA -

86% T3B%

62%

58%

54%

54%

54%

39%

40%

Tacos/Mexican Food

California Cuisine

Burgers

Pizza

Asian Cuisine

Seafood

Cali-Baja Style

Shopping is a big part of the LAX experience, especially unique local finds that celebrate the LA culture. Consider themed stores/signage that highlight the various LA aspects, such as designers/brands, artisans, icons, etc.

Base: Total US Passengers (n=1001) QB7. Now we would like you to think about shopping at LAX Airport. How much do you agree or disagree with each of the below statements?

A T T I T U D E S A B O U T R E T A I L A T L A X A I R P O R T

22%

21%

21%

22%

20%

21%

21%

19%

18%

64%

61%

60%

60%

55%

53%

46%

38%

35%

I prefer souvenir shops with unique, local products

I enjoy browsing souvenir shops at the airport

I would be interested in stores that feature local LA artists, designers, or brands

I like to find stores that represent LA’s unique style and culture

I look for shops selling merchandise related to iconic LA landmarks or attractions

I check the shops/stores for new or interesting books

I make it a point to buy products from duty free whenever possible

I end up buying forgotten electronics - headsets, chargers etc., at the airport

I end up buying forgotten toiletries at the airport

Slightly Agree Strongly/Somewhat Agree

Free Wi-Fi, a variety of dining options and ample seating are all “must-haves” but there are opportunities to curate a more premium, paid experience for those looking for exclusivity.

Base: Total US Passengers (n=1001) QB8. Thinking about your most recent experience/experience today at LAX Airport, what amenities did/are you use/using?

QB9. And, what are the most important services LAX Airport could offer for you, whether they exist currently or not?

A M E N I T I E S A N D S E R V I C E S A T L A X A I R P O R T

Most Recent Amenities and Services Most Important Amenities and Services

60%

56%

56%

38%

38%

32%

31%

26%

23%

13%

11%

9%

9%

8%

6%

Free Wi-Fi

Restaurants/food vendors

Seating areas

Charging stations for electronic devices

Retail shops

Water fountains

Airline lounges

Quiet spaces

Information kiosks/help desks

Luggage storage

Wellness/fitness amenities

Children’s play areas

Shoe shining services

Pet relief areas

Nursing rooms

41%

41%

41%

39%

31%

25%

25%

24%

22%

18%

18%

15%

15%

14%

14%

13%

8%

More comfortable seating options

Variety of food and beverage options

More relaxing/quiet spaces

Improved Wi-Fi speed and reliability

More charging stations for electronic devices

Clearer signage and wayfinding

More helpful and friendly staff

Space that accommodates myself and my luggage

Variety of retail options

Personalized travel information and updates

More entertainment options

More family-friendly amenities

Mobile app integration

Contactless/touchless technologies

Wellness/fitness amenities

More options for premium services

Pet relief areas

A timesaving and streamlined experience

A relaxing and stress-free environment

Engaging and offering new experiences

Premium and offering a sense of elevated status

Supporting my emotional and physical health

Easy to understand and navigate

Keeping me connected through technology

Easy access to service and amenities

MOST RECENT LAX AIRPORT EXPERIENCE RATINGS (% EXTREMELY/ VERY WELL)

AI

RP

O

RT

E

XP

ER

IE

N

CE

ID

EA

LS

OPPORTUNITIES/ IMPROVE MUST WINS

MAINTENANCENICHE OPPORTUNITIES

Easy to understand and navigate, easy access to service and amenities, and a timesaving and streamlined experience are all highly desired and are currently being provided by LAX, making them non-negotiables for passengers.

Opportunity lies in ensuring passengers experience a relaxing and stress-free environment at LAX.

Base: Total US Passengers (n=1001) QB1. The statements below represents things people may desire from their airport experience. Please tell us which benefits represent what you desire most from your ideal airport experience.

QB10. Thinking about your most recent experience/experience today at LAX Airport, how well did/is LAX Airport deliver/delivering on the following?

L A X A I R P O R T M O S T R E C E N T E X P E R I E N C E E M O T I O N A L A N D F U N C T I O N A L R A T I N G S

Mapping back to Qualitative Mindsets...

• Efficiency is a ‘Must Win’

• Comfort is an ‘Opportunity’

• Exploration and VIP are ‘Niche’

Exploration is a big part of the LAX experience, but some fear they’ll miss critical flight info so make sure it’s easy to stay informed, whether through increased signage throughout the airport, dedicated airport personnel or personalized notifications pushed to smartphones.

Base: Total US Passengers (n=1001) QD1. When traveling through LAX Airport (arriving, connecting, or departing), how likely would you be in the future to leave your immediate gate area and explore other areas of the airport, if you had enough time?

Base: Total US Passengers Not Likely To Leave Gate (n=146) QD2. You mentioned you would be xxx to explore LAX Airport. Which of the following best describes why, even if you had the time?

L I K E L I H O O D T O L E A V E T H E G A T E / W H Y N O T E X P L O R E L A X A I R P O R T

Likelihood to Leave Gate Reasons Will Not Explore -Among Not Likely to Leave Gate-

5% 10%

20%

31%

35%

Extremely Likely

Very Likely

Somewhat Likely

Not Very Likely

Not At All Likely

15% B2B%

65% T2B%

61%

44%

36%

35%

34%

27%

25%

19%

15%

7%

Generally prefer to stay close to gate

Would worry I will miss my flight/get distracted

Want to stay updated on flight status

Don’t like walking through crowds

If I have luggage, I don’t want to have to bring it around the airport with me

Worried my gate will change

Prefer to use the time to work/read/listen to a podcast etc.

Do not want to spend money, so I stay put

If with other people/kids, prefer to stay in one place

Other

Passengers offer meaningful, tactical ways to improve the LAX experience – from more pricing options for dining, better movement through security and more space at gates/dining, to improved cleanliness and technology/navigation enhancements.

Top 10 Mentions Reported; Bolded Text indicates statement consistency across modalities Base: Total US Passengers Arrivals (n=702), Departures (n=740), Connectors (N=261) QB11. From the list below, please indicate which of the following are the most frustrating at LAX Airport?

M O S T F R U S T R A T I N G P A R T S A B O U T L A X A I R P O R T

CONNECTORSARRIVALS DEPARTURES

Int’l passengers are significantly more likely to be frustrated by unclear signage and limited charging stations for electronic devices

The voice of the passenger consistently points to a desire for a more seamless and intuitive LAX airport journey. Areas for improvement include simplifying navigation, streamlining processes like check-in and security, and enhancing basic amenities such as charging stations.

I M P R O V E M E N T S T O L A X A I R P O R T ( U N A I D E D )

“By streamlining check-in and security procedures , improving communications, enhancing infrastructure and amenities, and ensuring accessibility and inclusion, airports can create a more enjoyable and stress-free environment for travelers.”

“Connecting flights is difficult. Sometimes people are not so nice.

Airport is crowded.”

“Better customer services, more welcoming from the staff.”

Base: Total US Passengers (n=1001) QB12. What is one specific thing LAX Airport could do to improve your overall experience in the future? Please be as specific as possible.

“Ensure smooth operations and improve aircraft efficiency.”

“Super clear signage, repeating often - I'm usually very tired during layovers or upon arrival and don't want to search for where I have to go (e.g. lounges, arrival, luggage bands, connecting terminal, etc.).