Manchester Airport names 'Airport Dad' most common traveller type

New research commissioned by Manchester Airport suggests that 42% of British travellers identify as the 'Airport Dad', a personality type characterised by organisation and preparedness. This figure, derived from a poll of 2,000 adults, positions the Airport Dad as the most prevalent travel persona identified by the airport's 'Holiday Mode: Activated' campaign.

The campaign defines four distinct airport personalities. Following the Airport Dad, the 'Switch-Off Specialist' is the second most common type, with travellers seeking quiet spaces for relaxation or observation. The 'Terminal Foodie', who prioritises pre-flight meals and drinks, and the 'Shopaholic', who enjoys browsing retail outlets, complete the identified categories.

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Airport behaviour patterns

The research indicates that a significant portion of travellers, 42%, arrive at airports at least three hours ahead of their scheduled departure. During this extended pre-flight period, 23% engage in people-watching, 22% relax with a coffee, and another 22% browse shops. These behaviours align with the campaign's aim to encourage passengers to embrace their 'holiday mode' from the moment they enter the airport.

Further data from the poll reveals that 13% of respondents consider their holiday to begin upon arrival at the airport, while 24% enjoy food or drink in the hour preceding boarding. Separately, 14% of travellers incorporate shopping into their pre-flight routine.

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Airport expansion and engagement

Manchester Airport's Terminal 2 departure lounge has been expanded as part of a £1.3 billion transformation. The updated area now includes six kitchens within the Great Northern Market food hall, a boutique mall, and new bars, including an airport-first Fever-Tree cocktail and champagne bar. Retail outlets such as LEGO and Pandora are also featured.

To engage passengers with the campaign, Manchester Airport offers an interactive quiz designed to help travellers identify their airport personality type. The airport is also running a competition for summer 2026, offering prizes tailored to each personality type, including shopping and dining experiences, and holiday packages.

Everyone experiences the airport in their own unique way. Some people are counting down to boarding from the minute they arrive, while others get straight into holiday mode with a meal or shopping.

Richard Jackson, Retail Director at Manchester Airport

Richard Jackson, Retail Director at Manchester Airport, stated that the quiz celebrates diverse travel personalities and highlights the amenities available before departure. He added that the airport offers options for all identified types, from the Airport Dad to the Terminal Foodie.

Personality breakdowns

Specific behaviours associated with each personality type were also detailed. For Airport Dads, 52% check departure boards frequently, and 35% are responsible for keeping travel documents organised. Switch-Off Specialists are characterised by 41% enjoying people-watching and 39% taking a relaxed pace. Terminal Foodies often treat themselves to food or drink (39%) and browse restaurants (35%) before flying. Shopaholics are identified by 36% browsing shops regardless of intent to purchase and 20% buying gifts or treats.