ACI World Director General Angela Gittens
INTERNATIONAL. Airports Council International (ACI) has launched an airport guide to understanding passengers’ behaviour and needs.
The organisation said the study, ‘ACI Passenger Personas: A new approach to passenger profiling’, would help airports improve customer service and develop new efficiencies in airport operations – ultimately increasing non-aeronautical revenue.
ACI said a ‘persona’ is a semi fictional way to model, summarise and communicate research undertaken on airport passengers. The guide presents six key personas based on Airports Service Quality (ASQ) 2015 passenger data gathered from over 550,000 travellers and 300 airports worldwide.
The six passenger personas represent key profile groups that allow airports to strategically create different customer experiences to meet the needs of different passenger types.
ACI World Director General Angela Gittens commented: “Each persona provides the airport not only with a more detailed understanding of the passenger’s needs, preferences and behaviour but also gives guidance on how those parameters are evolving, creating a series of passenger portraits that are unique to that airport.
“As such, the personas are much more valuable than a simple static ‘snapshot’ profile and will actually evolve with the pattern of changes in passenger behaviour.”
The guide has been launched in conjunction with The Trinity Forum, a tri-partite alliance of ACI World, ACI Asia-Pacific and The Moodie Davitt Report. The event, hosted by GVK and Mumbai Airports International Limited, began in Mumbai today under the theme of ‘Adding value to the consumer journey in an onmi-channel age’. It runs until 14 September.
An ACI World session led by Director of Economics Stefano Baronci will take place on the last day of the event. It will focus on evaluating how passenger satisfaction drives airport non-aeronautical revenues.
The ‘ACI Passenger Personas: A new approach to passenger profiling’ guide is free for all ASQ member airports. To receive a copy, please email asq@aci.aero.
