Airports have come under increased pressure to cut costs and make investments as they recover from the pandemic. They also have to contend with the headwinds coming from the conflict in Europe that is having ripple effects across the globe. There is also the difficult task first, after the pandemic, of restoring the confidence of passengers in travel. The surge in passenger numbers termed “revenge travel” after the lockdown was another source of challenge. And in a period of rising cost of living, another challenge is to encourage passengers to increase their spend at airports.
To survive, airports will need to look at the levers for a positive passenger experience. At an online International Airport Review Summit, experiences shared by airports provided learning points for not only Africa but also across the globe.
When airports align planned investments and strategies with post – pandemic passenger needs, they then put the passenger first and are headed towards creating a positive airport passenger experience.
A fall out of the pandemic is that passenger behaviours have evolved and priorities have changed as well. The present cost of living challenge has also affected the choices and preferences of passengers. Higher prices for goods and services could result in passengers being more price sensitive and they then look for more affordable options like budget airlines or alternative airports that offer lower fares. Travel patterns could change with preferences for domestic flights over international travels or passengers choosing shorter trips. Another effect is that the availability and quality of airport concessions like Food and Beverages, Airport Retail and Lounges could be impacted such that passengers opt for airports that offer better facilities and services.
Airports will need to carry out market research into the new and emerging passenger personas and needs, to develop effective strategies for meeting them by the airport community.
Having a positive passenger experience requires collaboration by the airport community. The CEO of Hamburg Airport, Michael Eggenschwiter, at the International Airport Review Online Summit, was quoted as saying: “We will have to work together as an industry in the interest of the passenger…” The passenger experience is a tool for survival which does not rest only in the arms of the airport operator. All members of the airport community must realise that they need the passenger to survive and remain in business. They need passengers who will be willing and happy to spend money at the airport.
This calls for the need to be in the shoes of the passenger. The airport journey seen from the perspective of the passenger is important in this regard. Hear the Hamburg CEO: “The passenger does not understand why they need to show their passport five times before they board…we need a commonsense approach in view of how the passenger sees it, and that is something we are challenged with as we look ahead.”
Collaboration in the collection and management of data as well as its analytics is vital in delivering a positive passenger experience. Data can help improve the facilitation process that leads to a positive passenger experience even in times of peak travel volumes. ” One area we’re looking to improve is cross functional data links for check-in, security and boarding”, says the Hamburg Airport CEO.
Passengers also look forward to having fun at airports. Growing up, a trip to the airport and a stay for some drinks at the airport hotel was a part of the Christmas celebration. Children still regularly go for excursions to the airports and they grow up with an expectation of airports as a place of fun. But the security challenge in Africa puts airports thinking very highly of safety and security that efforts in creating fun at airports require very detailed planning and strategy.
Technology can play a leading role in giving passengers a positive experience. In this regard technology can disrupt the airport industry. This can be seen in areas such as biometrics, E-commerce, Robotics, Automation and contactless Fast Track Bookings and Queueless Journeys. With the advantage of sunshine, innovations in solar technology and alternative fuels should not be too far in the minds of African Airport Managers.
However, technology including ICT, will need to be planned strategically so that airports can benefit from today’s innovation while keeping an eye on the future.
Costs must be viewed with the lens that seeks value for money. What results in value for money must address the pain points of customers at the airport. Pain points resolved yield positive passenger experience. So investing in digital transformation must be with a view to increase efficiency which results in a positive passenger experience.
Innovative thinking should also focus on the changing tastes and preferences of passengers that require an innovative approach to meeting them for positive passenger experience.
The levers of innovation, stakeholder and shareholder collaboration are still very important in delivering a positive passenger experience which is vital for the survival of airports.
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