The passanger experience and bottom line
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The passanger experience and bottom line

ICLP commissioned a study from research body ResearchNow, to find out more about what passengers thought about their airport experience travelling habits.

The good the bad and the ugly

Understanding how passengers feel about the their visit and the elements that either please or irritate them will be beneficial when it comes to developing a relationship based on a detailed understanding of their needs to drive engagement and loyalty.

Our survey found that 37% of passengers believed the airport experience was better than five years ago, while 15% thought standards had fallen.

It would appear therefore that a substantial percentage of travellers think the airport experience is neither better nor worse, meaning there is a great opportunity for airports to understand and better meet passenger needs.

One of the main bugbears was queuing and over two thirds of passengers cited security queues and over half having to queue for longer at check-in as major annoyances.

Again this has important implications for the airport hoping to foster loyalty. As we know that a large number of passengers find queuing unpleasant, by offering regular flyers fast-track options, we can be confident that we are giving this important group something that really is of value.

This will enable them to evaluate the best relationship strategy to adopt to align them with their commercial goals. For frequent flyers, collecting points might be a good motivator, but this is not going to work for less frequent travellers who are never going to build up enough points to redeem them for anything of value. We need to motivate those less frequent travellers in a different way.

Airports could potentially have a wealth of useful data at their fingertips if they consolidate the information they have and look at customers holistically as individuals, rather than simply a ‘car park customer’ or a ‘duty free shopper’.

Airports need to work out ways passengers can be encouraged to identify themselves so that they can learn about each passenger’s behaviours and preferences, beyond their immediate travel plans.

With millions of passengers interacting with airports prior to, during, and after their journey, the immediate requirement is for airports to find the best ways to acquire passenger data and secure permission to leverage those details to design an appropriate relationship and communications strategy, increase spending and as a consequence stimulate significant increases in non-aeronautical revenues.

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