The Moodie Davitt Report presents the latest edition of regular column The Digital Conversation, in association with Shiseido Travel Retail.
USA. Westfield has introduced a digital pilot programme at Boston Logan International Airport which aims to make the customer journey more personal, fun and efficient.
Travellers can access interactive digital directories to get customised retail and dining recommendations, live queue times at HMSHost‐operated coffee establishments and improved airport navigation.
Westfield said it was hoping to give travellers the power to personalise their journey through the airport’s Terminal C based on how much time they’ll have before departing, what gate they’re departing from and their destination.
Passengers receive tailored recommendations on where to shop, dine and relax depending on how much time they have before their flight, the company said.
“The overall airport experience is based on the customer’s physical and digital journey,” said Westfield Executive Vice President Dominic Lowe. “We’re piloting this technology to test and learn how to enhance the overall airport experience and give customers the power of information to help personalise their journey.”
Using the digital directories, passengers can scan their boarding pass barcode to get the personalised information along with turn‐by‐turn directions. They can also search, browse and be directed to retail shops, dining and airport services.
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Westfield has collaborated with HMSHost to offer customers real‐time information based on queue time data that estimates how quickly they’ll move through queues at dining destinations.
“When we work together to provide customers an enhanced experience, everybody benefits,” said HMSHost Vice President of Innovation Jim Schmitz. “This pilot helps make the airport experience more efficient and less stressful. That’s something the airport, the airlines and customers can all get behind.”
The directories are viewable in five languages: English, Spanish, Portuguese, Arabic and Japanese. Each station has two screens for separate user experiences and is also ADA accessible (Americans with Disabilities Act). The directories themselves have been designed to be inviting, humanistic and eye-catching, according to Westfield.
The technology comes from Westfield Labs, Westfield’s digital and innovation hub headquartered in San Francisco. The company was set up to develop and pilot new technologies that converge digital and physical experiences.
