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.

Colour legend

Lufthansa
∅ Germany

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%
47
18

Consumer Electronics
Probability to purchase consumer electronics in the next 12 months

26
5

Profession
Decision-making authority in IT

60
42

Sole decision-maker
in the household about holidays

28
12

Luxury Goods
Probability of buying
a watch in the next
12 months

20
9

Investments
Interest in making investments

91
66

Finance
Interest in investment products (equities, ETFs, time deposits, etc.)

23
12

Accessoires
Probability of a jewellery purchase in the next 12 months

67
29

Mobility
Probability of a car
purchase in the next
12 months

26
5

Profession
Decision-making authority in IT

28
12

Luxury Goods
Probability of buying a watch in the next 12 months

91
66

Finance
Interest in investment products (equities, ETFs, time deposits, etc.)

67
29

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.

Premium Economy & Economy Class

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.

Colour legend

Lufthansa
∅ Germany

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%
42
22

Ownership of share portfolios
(online + offline)

80
64

Finance
Interest in investment products (equities, ETFs, time deposits, etc.)

25
18

Insurances
Probability of switching insurance products/new contracts of insurance products in the next 12 months

32
28

Interests
Interest in making investments

17
12

Accessoires
Probability of a jewellery purchase in the next 12 months

33
18

Consumer Electronics
Probability to purchase consumer electronics in the next 12 months

39
29

Mobility
Probability of a car
purchase in the next
12 months

14
9

Investments
Interest in making investments

39
29

Mobility
Probability of a car purchase in the next 12 months

33
18

Consumer Electronics
Probability to purchase consumer electronics in the next 12 months

42
22

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.

Colour legend

Lufthansa
∅ Germany

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%
43
22

Ownership of share portfolios
(online + offline)

83
66

Finance
Interest in investment products (equities, ETFs, time deposits, etc.)

31
18

Insurances
Probability of switching insurance products/new contracts of insurance products in the next 12 months

50
42

Sole decision-maker
in the household about holidays

18
12

Accessoires
Probability of a jewellery purchase in the next 12 months

34
18

Consumer Electronics
Probability to purchase consumer electronics in the next 12 months

46
29

Mobility
Probability of a car purchase in the next 12 months

33
28

Interest
Interest in technologies

43
22

Ownership of share portfolios
(online + offline)

34
18

Consumer Electronics
Probability to purchase consumer electronics in the next 12 months

46
29

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

Bring your brand directly into contact with a target group with purchasing power and high expectations. Here you can download our target group overview with all facts and figures. Our media experts will be happy to help you achieve your goals - send us a message.

Contact the Lufthansa Ambient Media Team!

Our experts will be happy to assist you with your questions.