Lufthansa’s passengers - cosmopolitan, interested and demanding
Passengers on board of Lufthansa are highly quality-conscious and have a strong interest in consumer goods. As top decision-makers and multipliers from business and society, they have an above-average willingness to buy in the premium and luxury segments.
They are educated, well-off and have great freedom of decision in their professional and private lives. In terms of these characteristics, Lufthansa’s passengers are significantly above the German average – also in terms of willingness to invest and technology affinity.
The following figures show the characteristics and interests of the individual passenger classes in comparison to the German national average.
First & Business Class
Bring your brand directly into contact with a target group with purchasing power: our guests in First & Business Class have an above-average income and great personal interests in the areas of finance, luxury goods and mobility.
Age
| 18 - 29 years | 13% |
| 30 - 39 years | 16% |
| 40 - 49 years | 21% |
| 50 - 59 years | 29% |
| 60 + | 22% |
Household net income
| < €3,000 | 28% |
| 63% | |
| €3,000 - €5,000 | 41% |
| 29% | |
| > €5,000 | 31% |
| 8% | |
Profile
| Management responsibility (profession) | |
| 61% | |
| 21% | |
| Decision-making authority (profession) | |
| 67% | |
| 31% | |
| University or university of applied sciences degree | |
| 57% | |
| 25% | |
| Home ownership (house or apartment) | |
| 67% | |
| 59% | |
| 2 or more persons in the household | |
| 79% | |
| 70% | |
Consumer Electronics
Probability to purchase consumer electronics in the next 12 months
Profession
Decision-making authority in IT
Sole decision-maker
in the household about holidays
Luxury Goods
Probability to purchase
a watch in the next
12 months
Investments
Interest in making investments
Finance
Interest in investment products (equities, ETFs, time deposits, etc.)
Accessoires
Probability of a jewellery purchase in the next 12 months
Mobility
Probability of a car
purchase in the next
12 months
Profession
Decision-making authority in IT
Luxury Goods
Probability of buying a watch in the next 12 months
Finance
Interest in investment products (equities, ETFs, time deposits, etc.)
Mobility
Probability of a car purchase in the next 12 months
The figures refer to passengers who have travelled with Lufthansa at least once in the past 12 months and have flown at least 50% of the flights in Business or First Class.
Source: YouGov November 2018
Detailed information and characteristics of Lufthansa’s target groups can be downloaded here as a PDF file.
A high-income target group with pronounced interests: compared to the national average, Lufthansa passengers in the Premium Economy & Economy Class are much more interested in products from the areas of finance, consumer electronics and mobility.
Age
| 18 - 29 years | 17% |
| 30 - 39 years | 18% |
| 40 - 49 years | 19% |
| 50 - 59 years | 23% |
| 60 + | 23% |
Household net income
| < €3,000 | 42% |
| 63% | |
| €3,000 - €5,000 | 39% |
| 29% | |
| > €5,000 | 19% |
| 8% | |
Profile
| Management responsibility (profession) | |
| 35% | |
| 21% | |
| Decision-making authority (profession) | |
| 45% | |
| 31% | |
| University or university of applied sciences degree | |
| 48% | |
| 25% | |
| Home ownership (house or apartment) | |
| 63% | |
| 59% | |
| 2 or more persons in the household | |
| 79% | |
| 70% | |
Ownership of share portfolios
(online + offline)
Finance
Interest in investment products (equities, ETFs, time deposits, etc.)
Insurances
Probability of switching insurance products/new contracts of insurance products in the next 12 months
Interests
Interest in making investments
Accessoires
Probability of a jewellery purchase in the next 12 months
Consumer Electronics
Probability to purchase consumer electronics in the next 12 months
Mobility
Probability of a car
purchase in the next
12 months
Investments
Interest in making investments
Mobility
Probability of a car purchase in the next 12 months
Consumer Electronics
Probability to purchase consumer electronics in the next 12 months
Ownership of share portfolios
(online + offline)
The figures refer to passengers who have flown at least once with Lufthansa in the past 12 months and have flown less than 50% of the time in Business or First Class.
Source: YouGov November 2018
Detailed information and characteristics of Lufthansa’s target groups can be downloaded here as a PDF file.
All passenger classes
Your advertising objectives are in good hands here: the personal interests of high-income Lufthansa passengers are much more pronounced than the German average in the areas of mobility, consumer electronics and finance.
Age
| 18 - 29 years | 17% |
| 30 - 39 years | 17% |
| 40 - 49 years | 20% |
| 50 - 59 years | 24% |
| 60 + | 22% |
Household net income
| < €3,000 | 41% |
| 63% | |
| €3,000 - €5,000 | 39% |
| 29% | |
| > €5,000 | 20% |
| 8% | |
Profile
| Management responsibility (profession) | |
| 38% | |
| 21% | |
| Decision-making authority (profession) | |
| 48% | |
| 31% | |
| University or university of applied sciences degree | |
| 47% | |
| 25% | |
| Home ownership (house or apartment) | |
| 67% | |
| 59% | |
| 2 or more persons in the household | |
| 79% | |
| 70% | |
Ownership of share portfolios
(online + offline)
Finance
Interest in investment products (equities, ETFs, time deposits, etc.)
Insurances
Probability of switching insurance products/new contracts of insurance products in the next 12 months
Sole decision-maker
in the household about holidays
Accessoires
Probability of a jewellery purchase in the next 12 months
Consumer Electronics
Probability to purchase consumer electronics in the next 12 months
Mobility
Probability of a car purchase in the next 12 months
Interest
Interest in technologies
Ownership of share portfolios
(online + offline)
Consumer Electronics
Probability to purchase consumer electronics in the next 12 months
Mobility
Probability of a car purchase in the next 12 months
The figures refer to passengers who have flown with Lufthansa at least once in the past 12 months.
Source: YouGov November 2018
Detailed information and characteristics of Lufthansa’s target groups can be downloaded here as a PDF file.
All target groups at a glance
