INTERNATIONAL. New research by Airport Dimensions underlines how airports need to evolve to meet changing passenger expectations. In a new White Paper titled ‘Understanding Tomorrow’s Traveler’, the company said that a dramatically reshaped passenger demographic means “the old rules no longer apply” when it comes to airport passenger satisfaction.
Airport Dimensions’ research shows that Millennial and Gen Z passengers now account for three quarters of the market compared with two thirds before the pandemic. As this demographic increasingly dominates the market, airports need to consider how effectively they understand and are engaging with these new customer segments, who think and behave very differently to their parents.
Satisfaction with the airport experience has increased slightly, by nearly 2%, to 62% over the past two years. Airport Dimensions said that airports must ensure they are getting the basics right when it comes to providing amenities such as seating.
It also reinforced the need to provide a single digital interface for all services, providing better and more flexible options for ordering and collection. Finally, it noted, they should work with concession partners to drive better targeted promotions which demonstrate real value for the traveller.
The use of mobile apps, membership programmes and desire for regular communication remain steady or have increased slightly, added the company, suggesting passengers still “want a relationship with their airports”.
However, Airport Dimensions concluded that too many airports are not taking advantage of the opportunity to connect and build dialogue. Airports, it argued, need to use data more effectively to send “the right message to the right customer at the right time”, offering improved and more appropriate incentives. The growing availability of information about off-airport retail means they need to work harder to win business, it added.
In the study, nearly three quarters of passengers said they feel there is “too much retail” at the airport, and while travellers are keen to shop, they do not want to do so at the expense of comfort and other facilities.
This in turn means that airports need to look at more imaginative ways of generating non-aeronautical revenue, such as making retail more engaging and immersive, alongside more experiential services. The construction of a hybrid space that combines retail with other amenities such as seating could also provide a lucrative alternative to standard shopping.
Airport Dimensions CEO Mignon Buckingham said: “Our Understanding Tomorrow’s Traveler White Paper is essential reading when it comes to making decisions within the changed landscape of the airport. Today’s tech-savvy traveller has developed new attitudes and habits over the past two years.
“As travel continues its return, it is vital for airports to understand exactly what these changes mean, and how they provide an experience that blends the best of physical and digital in the way their passengers want. Whilst most airport commercial teams recognise the need for change, many are uncertain about how to take the first steps on that journey, and how to ensure they get buy-in from the rest of their organisation. This White Paper will help to put airports on the right path to create a blueprint for a successful future.”
The Airport Dimensions Airport Experience survey was conducted in partnership with leading market research agency Dynata. The research draws from the experiences of 6,024 air travellers covering a wide and representative cross-section of demographics.
For more insights into the future of the airport experience, download Airport Experience: Understanding Tomorrow’s Traveler at this link.
