The Moodie Davitt Report presents the latest edition of regular column The Digital Conversation, in association with Shiseido Travel Retail.
ITALY. Milan Malpensa and Linate airports have launched an innovative app designed to offer passengers more control over the airport experience.
The ‘Milan Airports’ app is powered by a beacon technology-based notification system. It means that app users with bluetooth enabled on their smartphone can receive personalised notifications, offers and discounts at the Italian airports.
Beacon technology is gaining more traction in the airport arena. Dutch mobile agency M2mobi and Australian firm Mighty Media Group have both advocated its use in separate studies, despite differing in their view on how it should be implemented. A number of airport apps are already utilising the technology, including launches this year at Hamad International Airport and Amsterdam Schiphol Airport. JCDecaux Transport also recently applied iBeacon technology to an advertising initiative at Hong Kong International Airport.
Although the Milan airports previously offered an app, the new version marks a complete redesign. Existing features, such as a complete list of Linate and Malpensa airport retailers and restaurants, are now more interactive.
The app also provides users with free and unlimited Wi-Fi access and passengers can chat live with customer care representatives and receive cost-free call backs when necessary.
Sea Group, the owner of the two airports, said the integration of the beacon system with all-digital airline ticket, parking and FastTrack voucher purchases at its e-commerce site would enable passengers to enjoy a completely paperless airport experience. All tickets and vouchers are accessible from the ‘personal’ section of the Milan Airports app.
The app also incorporates a flight tracking feature and push notifications which provide up to the minute information on flight times, flight schedules and status, baggage claim carousel numbers and baggage reclaim carousels, the check-in area and gate numbers.
Other information includes directions to the airport and a guide to parking, requirements for passengers with reduced mobility, traffic updates and public transport options.
The app can be downloaded by both iPhone and Android users in Italian, English and Chinese at the Apple App Store and at Google Play.
