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.
Sociodemographic characteristics and consumer behaviour of Lufthansa passengers compared to the German national average:
First & Business Class
Compared to the national average, our current Lufthansa customers with experiences in First & Business Class have an above-average income and are much more interested in products from the areas of finance and luxury goods.
Net household income
(freely disposable)*
| More than 5.000 € | 22% |
| 6% | |
| 3.000 € - 5.000 € | 29% |
| 14% | |
| Less than 3.000 € | 38% |
| 62% | |
Holiday budget
(per person)*
| More than 2.500 € | 21% |
| 5% | |
| 1.000 € - 2.500 € | 47% |
| 27% | |
| Less than 1.000 € | 28% |
| 52% | |
Profile
| University degree or UAS degree | 60% |
| 32% | |
| Decision-making authority (profession) | 63% |
| 30% | |
| Home ownership (house or apartment) |
40% |
| 27% | |
* less the percentage of respondents who did not provide any information
Source: YouGov April 2024
Financial products
Possession of investment products (shares, ETFs and equity funds)
Mobility
Interest in the future purchase of a fully electric or hybrid vehicle
Watches / Smartwatches
Purchase in the last 12 months
Luxury goods
Jewellery purchase in the last 12 months (necklace, bracelet, rings, earrings
Accessoires
Purchase of e.g. handbags, sunglasses or hats in the last 12 months
Gender
| Male | 61% |
| Female | 39% |
Age
| 18-29 | 7% |
| 30-39 | 16% |
| 40-49 | 20% |
| 50-59 | 32% |
| 60+ | 25% |
Mobility
Interest in the future purchase of a fully electric or hybrid vehicle
Financial products
Possession of investment products (shares, ETFs and equity funds)
Luxury goods
Jewellery purchase in the last 12 months (necklace, bracelet, rings, earrings
Accessoires
Purchase of e.g. handbags, sunglasses or hats in the last 12 months
Source: YouGov April 2024
The figures refer to people who have flown with Lufthansa at least once in the past 12 months and travelled in Business or First Class at least once.
Detailed information and characteristics of Lufthansa’s target groups can be downloaded here as a PDF file.
Compared to the national average, our current Lufthansa customers with experiences in Premium Economy & Economy Class are much more interested in products from the areas of finance, luxury goods and mobility.
Net household income
(freely disposable)*
| More than 5.000 € | 12% |
| 6% | |
| 3.000 € - 5.000 € | 22% |
| 14% | |
| Less than 3.000 € | 52% |
| 62% | |
Holiday budget
(per person)*
| More than 2.500 € | 12% |
| 5% | |
| 1.000 € - 2.500 € | 42% |
| 27% | |
| Less than 1.000 € | 36% |
| 49% | |
Profile
| University degree or UAS degree | 52% |
| 32% | |
| Decision-making authority (profession) | 46% |
| 27% | |
| Home ownership (house or apartment) |
37% |
| 27% | |
* less the percentage of respondents who did not provide any information
Source: YouGov April 2024
Financial products
Possession of investment products (shares, ETFs and equity funds)
Mobility
Interest in the future purchase of a fully electric or hybrid vehicle
Watches / Smartwatches
Purchase in the last 12 months
Luxury goods
Jewellery purchase in the last 12 months (necklace, bracelet, rings, earrings
Accessoires
Purchase of e.g. handbags, sunglasses or hats in the last 12 months
Gender
| Male | 54% |
| Female | 46% |
Age
| 18-29 | 12% |
| 30-39 | 18% |
| 40-49 | 19% |
| 50-59 | 28% |
| 60+ | 23% |
Mobility
Interest in the future purchase of a fully electric or hybrid vehicle
Financial products
Possession of investment products (shares, ETFs and equity funds)
Luxury goods
Jewellery purchase in the last 12 months (necklace, bracelet, rings, earrings
Accessoires
Purchase of e.g. handbags, sunglasses or hats in the last 12 months
Source: YouGov April 2024
The figures refer to people who have flown with Lufthansa at least once in the past 12 months and travelled in Premium Economy or Economy Class at least once.
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 luxury goods and finance.
Net household income
(freely disposable)*
| More than 5.000 € | 12% |
| 6% | |
| 3.000 € - 5.000 € | 22% |
| 14% | |
| Less than 3.000 € | 50% |
| 62% | |
Holiday budget
(per person)*
| More than 2.500 € | 11% |
| 5% | |
| 1.000 € - 2.500 € | 43% |
| 27% | |
| Less than 1.000 € | 37% |
| 49% | |
Profile
| University degree or UAS degree | 49% |
| 32% | |
| Decision-making authority (profession) | 46% |
| 30% | |
| Home ownership (house or apartment) |
34% |
| 27% | |
* less the percentage of respondents who did not provide any information
Source: YouGov April 2024
Financial products
Possession of investment products (shares, ETFs and equity funds)
Mobility
Interest in the future purchase of a fully electric or hybrid vehicle
Watches / Smartwatches
Purchase in the last 12 months
Luxury goods
Jewellery purchase in the last 12 months (necklace, bracelet, rings, earrings
Accessoires
Purchase of e.g. handbags, sunglasses or hats in the last 12 months
Gender
| Male | 53% |
| Female | 47% |
Age
| 18-29 | 12% |
| 30-39 | 18% |
| 40-49 | 18% |
| 50-59 | 27% |
| 60+ | 25% |
Mobility
Interest in the future purchase of a fully electric or hybrid vehicle
Financial products
Possession of investment products (shares, ETFs and equity funds)
Luxury goods
Jewellery purchase in the last 12 months (necklace, bracelet, rings, earrings
Accessoires
Purchase of e.g. handbags, sunglasses or hats in the last 12 months
Source: YouGov April 2024
The figures refer to people who have flown with Lufthansa at least once in the past 12 months.
Detailed information and characteristics of Lufthansa’s target groups can be downloaded here as a PDF file.
All target groups at a glance
