Creating a Positive Passenger Experience at Airports

The airport industry is gradually recovering now that the COVID-19 restrictions are being relaxed. The pandemic restricted people from traveling, leaving them no choice but to be stuck at home. Today, with the easing of restrictions, passengers are confident in spending again on travel. To deliver a positive passenger experience, here’s what the airports are doing:

Post-pandemic, passengers’ behaviors have evolved, and their priorities have changed. It is crucial that airports revisit their strategies to align with the various needs of airport passengers.

Hamburg Airport, for instance, is reevaluating its strategies from a passenger perspective. Its CEO, Michael Eggenschwiler, says that the airport is looking to improve cross-functional data for check-in, security, and boarding. Passengers are not happy that they have to show their passport or vaccination status at least five times before boarding, and the airport is trying to fix this.

For the Bologna Guglielmo Marconi Airport, sustainability and the safety of the passengers are top priorities. Its CEO and MD, Nazareno Ventola, believes that passengers are now more safety-conscious than before. The airport is also eager to work on the new dimension of travel.

Don’t forget the fun! Travel is an enjoyable moment between friends and family, and we want to make the passenger experience memorable. This is the perfect opportunity for airports to take advantage of disruptive technology and digital transformation to provide all the fun possible for passengers.

The COVID-19 pandemic has changed the way people live. We became immersed in the digital world, from the way we communicated to the way we transacted. Every industry was affected, including airports.

Airports have put in place important technologies like e-commerce, biometrics, robotics and automation, contactless fast-track bookings, and journeys without lines. While these are essential, it’s important to consider how these technologies will fit into the future plans of airports. 

In addition to being futureproof, airport technology should be sustainable and serve long-term benefits not only to the passengers but also to stakeholders and the overall industry.

The COVID-19 pandemic has changed the way people live. We became immersed in the digital world, from the way we communicated to the way we transacted. Every industry was affected, including airports.

Airports have put in place important technologies like e-commerce, biometrics, robotics and automation, contactless fast-track bookings, and journeys without lines. While these are essential, it’s important to consider how these technologies will fit into the future plans of airports. 

In addition to being futureproof, airport technology should be sustainable and serve long-term benefits not only to the passengers but also to stakeholders and the overall industry.

Nazareno Ventola of the Bologna Guglielmo Marconi Airport believes that digitalisation should be a pillar of airport strategies. Ventola adds that the digital transformation allows airports to be more flexible and adaptive to the business revolution. Investing in technology provides passengers with a more personalized and seamless journey that leads to a positive passenger experience.

Airports incorporate digital transformation in these key areas:

• E-commerce – passengers can easily see the latest promos and avail of flights, hotels, holidays, and all other travel activities in one digital platform
• Contactless airport queue – offers faster and more seamless tracking of e-tickets in any part of the airport
• Customer support – limits the need for staffed support desks as more live chat and touchless feedback are made available

There are many benefits that digital transformation brings to airports. However, there are also challenges that come with it that airports need to work on, like collecting data and managing risk. It's also overwhelming to incorporate digitalisation into every part of the airport. While it is beneficial, it’s important to prioritse a starting point for your digital transformation project as a solid foundation. 

Most importantly, airports should help everyone, from their leadership to new employees, adapt to every part of digital transformation.

There are still a lot of unused resources that airports can use to create a positive passenger experience. One way is through experiential retail. Some airports are now digitising their airport retail and duty-free experiences for the convenience of passengers. An increasing number of airports are also modifying their food and beverage offerings to adjust to the requirements of post-pandemic travellers.

Some airports are allowing passengers to pre-book their food and beverage orders. This tactic is beneficial for customers, as they can choose what they want easily without going through lengthy queues. As a result, it provides passengers with a luxury experience that wins their loyalty.

Dr. Michael Kerkloh, former president and CEO of Flughafen München GmBh, suggests airports have co-working spaces or meeting rooms for hire for business travellers to use. He also suggests using airports as a stage for local brands.

Airports should strive to provide passengers with a positive experience, as this could provide airports with a good reputation and opportunities to increase aeronautical and non-aeronautical revenues. Working on customer journeys can help airports win over their rivals in the increasingly competitive market of aviation. Happy passengers equate to happy airports, which uplifts the industry and economy overall. 

• Read more about how to restore passengers’ confidence in travel.

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