This article was originally published by Airports.
The world is not building twice as many airports, but travel volumes are rising near that level of need. On a global scale, airports provide more than 11 million jobs every year and contribute $1.4 trillion in economic output. These spaces are aging, and rapidly, with most airports already over 40 years old and the last major airport opening more than 25 years ago. While some countries have made investments in upgrading airport infrastructure such as the Infrastructure Investment and Jobs Act, there is an opportunity at the global scale for all airports to improve a key gap in their overall operations: the discoverability of their spaces.
Airports are now more reflective of the culture and communities they serve
In the last four decades, we’ve seen fundamental shifts not just in technological advances, but also human behavior and expectations within spaces as a result. Although airports continue to serve as central hubs for travel, there have been shifts in how airports correlate with their regions. Airports are now more reflective of the culture and communities they serve, displaying local art exhibits, famous regional cuisines and other cultural attractions. Solutions that expand discoverability within the airport that highlight these experiences to passengers give airports more opportunity to improve the passenger journey and also expand non-aeronautical revenue.
Latest traveler trends
Studies show that travelers who enjoy their time at the airport are more likely to shop at retailers, eat at restaurants or engage in entertainment experiences. On average, travelers spend anywhere from $11 to $140 per airport visit, with concessions accounting for nearly 30 percent of total airport revenue. However, airports are known for being large, complex spaces with constant movement.
While, as a society, we have become conditioned to rely on navigational services to get from point A to point B in the outside world, the concept of improving navigation within built spaces is still fairly new. Airports have an opportunity to capitalize on this gap by improving how passengers navigate their spaces by using indoor positioning systems to deliver dynamic indoor wayfinding to passengers.
Given the often dynamic layout of airport spaces, both experienced and occasional travel groups will benefit from having a better understanding of how airports are set up. Understanding that people have different reasons for traveling allows airports to leverage multiple channels and offer tailored, righttime information. While business travelers might be extremely familiar with the airports they frequent, the documented shift toward leisure travelers will add an influx of passengers to airports that they have never visited. Although many of us know the way to our favorite places, we still rely on navigation maps, if for nothing else than to find the best path to get there.
Airports are constantly changing with new terminals, moving concessions and fluctuating hours; they are very much mini-cities in the way they are managed. Bringing this type of visibility to passengers makes them more informed about everything an airport has to offer, giving the airport a chance to be an active part of a passenger’s travel journey. Whether it is through mobile devices, kiosk screens, or overhead monitors, airports can provide passengers real time, step-by-step wayfinding to passengers and also give them up-to-date information about critical features. Some examples of this are concession updates (new location or hours), detours if one path is blocked due to construction, or specific attractions for passengers to explore at their leisure.
Expanding the discoverability of airports
But airports aren’t the only ones that benefit from wayfinding. Both airlines and airports play a critical role and share the responsibilities of the passenger journey and both also can benefit from expanding the discoverability of airports. Solutions that take advantage of the full aviation ecosystem (airlines, retailers, concessions, etc.) can make spaces more discoverable and increase traveler satisfaction in the process. Airlines can display airport maps directly within their mobile applications to guide passengers to connecting flights, for example.
“The past few years have seen an accelerated blending of the physical and digital worlds. Contactless ordering, mobile apps, self-serve kiosks and many other technologies have helped to reduce crowding in traditionally congested areas, helping customers get what they need faster and safer.”
Another solution that both airlines and airports have found effective for improving the traveler experience within the ecosystem is the QR code. QR codes are a cost-effective and easy way to enable digital transactions and also can convey detailed information related to security, retail options, concessions, airport services, gates and baggage. Denver International recently underwent major renovations that disrupted familiar routes, but QR codes assisted passengers in easily making their way through the airport with real-time wayfinding information.
In addition, United Airlines rolled out QR codes for inflight purchases last year after noting the simplicity and desire for a contactless payment option. While improving the experience passengers have within airports may seem like an airport priority, these are just a few of the examples of how the aviation ecosystem can work together to develop better solutions for improving the overall passenger experience.
The past few years have seen an accelerated blending of the physical and digital worlds. Contactless ordering, mobile apps, self-serve kiosks and many other technologies have helped to reduce crowding in traditionally congested areas, helping customers get what they need faster and safer. Solutions that “know” users can offer suggestions based on history and preferences for anything from food, entertainment, or the location of child-friendly areas. If a passenger is running late, using a wheelchair, or has luggage to check, digital cues can steer them to the nearest, least-busy desk for check in or offer the most accessible route to their gate.
Investing in technology that is location-aware can significantly improve the traveler experience, creating omni-channel experiences for the fixed airport space to support the incredible growth in passenger traffic ahead of us.
