As the global population ages, the number of senior citizens travelling by air is increasing. Airports in Africa have a unique opportunity to cater to this demographic, providing a positive passenger experience that is both welcoming and accommodating. Longtime aviation executive Michael Swiatek said: “As societies age, more and more people are becoming less and less able, eventually, we’re all going to need some kind of help.” Swiatek is the chief strategy officer at Abra Group, a holding company for Latin American airlines Avianca and GOL. He is also legally blind.
Air travel can be especially challenging for individuals with disabilities. From the journey to and from the airport, to maneuvering through security screenings, navigating bustling terminals, and boarding or exiting the aircraft — each step can pose distinct difficulties for those with visual, auditory, cognitive, or other impairments.
In his interview with the global strategy firm, McKinsey, he said: “I’m a 60-year-old white male with a bald head and white beard. I have been blind/low vision since birth. The eye disease I have is retinitis pigmentosa, which is severe night blindness and a lack of peripheral vision. And I’ve slowly been getting closer and closer to total blindness over the past 60 years. And that has given me the opportunity, as a person with disabilities, to learn about this issue firsthand — and to navigate the tricky world of business and airlines.”
Senior citizens often face a range of challenges when travelling by air, such as: Reduced mobility and flexibility that can make it difficult for senior citizens to navigate the airport, particularly if they require assistance with walking or carrying luggage. Senior citizens may experience fatigue and discomfort when waiting in long queues for check-in, security, or immigration. Hearing or visual impairments can make it challenging for senior citizens to communicate effectively with airport staff or understand important announcements. Senior citizens may require access to specific facilities, such as wheelchairs or medical assistance, which may not be readily available.
To address the challenge people who will need help may face at the airport, Michael Swiatek shared their experience at Avianca: They looked at the touchpoints in a typical customer journey across four major categories of disability — auditory, cognitive, mobility, and visual. They found about 90 pain points — things as simple as getting off a plane and finding a restroom or other services if you are a blind/low-vision passenger, and as complicated as trying to fit a wheelchair on board a plane.
From understanding the passenger pain points a framework to create more disability inclusion in air travel was developed. This involved five key tools namely, the need to raise awareness of the issues people with disabilities face. The need to provide ongoing training for airline employees — in leadership and on the front line. The need to explore process reengineering. The need to take advantage of digital technology. And the need to manage what he calls the “hardware” of accessibility.
A good example of hardware, states Michael Swaitek, is an accessible lavatory, which airlines can buy as a unit from a supplier and install on their planes. The lavatory has expandable walls, which allow enough space for a wheelchair to be able to turn 360 degrees or for two people to fit inside. This would allow wheelchair users to get in and out by themselves.
To address these challenges, airports in Africa can implement a range of initiatives to enhance the passenger experience for senior citizens, including: Offering priority check-in, security screening, and boarding for senior citizens, reducing wait times and minimizing stress. Providing wheelchairs or mobility aids to assist senior citizens with navigating the airport. Using clear and simple language in announcements and signage, and providing visual displays to assist senior citizens with hearing or visual impairments.
Ensuring that airport facilities, such as restrooms and restaurants, are accessible and accommodating for senior citizens. Providing training for airport staff on assisting senior citizens, including awareness of their needs and requirements. And, collaborating with airlines to offer special services and discounts for senior citizens, such as priority boarding or discounted fares. These are measures that senior citizens and indeed those needing help at airports will find improves their travel experience positively.
Indeed, senior citizens are more likely to return to airports that provide a positive and welcoming experience. Airlines and airports can build loyalty with senior citizens by providing exceptional service and accommodations. Airports that prioritize the needs of senior citizens can enhance their reputation and attract more passengers.
Providing a positive passenger experience for senior citizens at airports in Africa requires a thoughtful and proactive approach. By understanding the challenges faced by senior citizens and implementing initiatives to address these challenges, airports can create a welcoming and accommodating environment that meets the needs of this demographic. By prioritizing the needs of senior citizens, airports can build loyalty, enhance their reputation, and attract more passengers.
Listen to Michael Swiatek: “You can’t regulate human kindness. You can’t regulate common sense. You can’t regulate empathy. But I do think we all just need to be a little more kind with one another. If you’re at the airport, and someone is sitting there quietly, and you notice that everyone else has left the boarding area, and that one person is still sitting there 15 minutes later, maybe they didn’t hear the announcement that the gate has changed. Ask if they could use a hand. We just need a little bit more civility in the world right now.”
Ekelem Airhihen, an accredited mediator, has an MBA from the Lagos Business School. He is a member, ACI Airport Non-aeronautical Revenue Activities Committee; his interests are in market research, customer experience and performance measurement, negotiation, strategy and data and business analytics. He can be reached on ekyair@yahoo.com and +2348023125396 (WhatsApp only).
