Research published by Airport Dimensions has concluded that airports need to use data more effectively, to send the right message to the right customer at the right time.
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, the Collinson International-owned company stated.
According to Airport Dimensions, it’s imperative that airports use the best current technology to provide a single digital interface for all services, providing better and more flexible options for ordering and collection. They should work with concessions to drive better targeted promotions which demonstrate real value for the traveller, and must make sure they get the basics right, such as seating.
While engagement with the airport has dropped, the use of mobile apps, membership programmes and desire for regular communication all remain steady or have increased slightly, suggesting passengers do 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 need to understand that growing availability of information about off-airport retail means they need to work harder to win business.
According to the research, nearly three quarters of passengers say 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 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.
Mignon Buckingham, CEO of Airport Dimensions, said; “Today’s tech-savvy traveler 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. While 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.”
The Airport Dimensions Airport Experience survey was conducted in partnership with market research agency Dynata. The research draws from the experiences of 6,024 air travellers covering a wide and representative cross-section of demographics.
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