Passenger Experience and the Airports - Part II

In Part 1 :  http://namanjoshi1391.blogspot.in/2012/10/stress-airport_13.html , We discussed the analysis of stress level at the airport and its impact on airport's retail. Now in this part we will discuss how we can enhance the passenger’s experience and explore the opportunities of the non-aeronautical side of the airport.

Key Issues for Airports are :

1. The waiting time must be optimized in order for passengers to spend time more in the retail instead of waiting lines.

2. How can the process be streamlined to maximize time in the commercial areas?

3. If the waiting time is maximized, is there enough for passengers to do?

4. What is the airport doing to minimize stress & anxiety, to promote a positive experience and increase sales in commercial outlets?

Steps to Success :  A Logical Approach towards developing most attractive retail !!!

Airports need to undertake a 3 stage process to developing great retailing that appeals to their passengers.

First, it is crucial to understand the passenger experience and their mindset. It is vital to know passengers as intimately as possible. Research by Pragma Consulting suggests that a large proportion of passengers have high levels of disposable income. This is supported by figures published by BAA.

Passengers behave differently according to a number of factors, such as destination (domestic, short haul, long haul), and reason for travel (business, holiday, visiting family, etc). For instance, business travellers fly very frequently, but stay away for short periods of time. The airport is an annoying interlude for these passengers, but with the right layout and mix it can be a very convenient place to shop for everyday requirements and business clothing.

However, holiday passengers travel infrequently and may be away for a week or more. For these passengers the airport is part of the holiday experience. Therefore, retailing requirements focus more on trip enhancement and self-treat, with purchases such as cameras, sunglasses, perfume, or souvenirs/gifts for returning travellers.

Secondly, it is necessary to determine how much retail space is required and the best locations for this space. It is particularly important to concentrate on developing a commercial focus.  Although there are many international benchmarks to look at, I am afraid to say that there is not a 'one-size-fits-all' solution.

Thirdly, an offer must be developed that 'fits' with the passenger requirements. It is of little use placing a ladies' footwear shop in a terminal dominated by male business travellers. This may seem obvious, but we certainly see it happen. It is also important to create a 'sense of place'. Let passengers know that they have arrived in the shopping area of the airport. In addition, if the shopping area can promote a local feel then this will also help to create a compelling environment.

In the next post, We shall discuss How to Determine Retail space and Location at the airport?
Please provide your valuable insights/views/opinions about this post, so that we can enhance over knowledge base by learning together.

Passenger Experience & The Airport - Part I

According to the survey by the global travel search site Skyscanner,”More than 66% Indian travellers have listed airports as the most stressful factor for them while planning a trip, with their queues and security checks as the number one stress factor”. From a passenger service viewpoint it is about more than money. What constitutes good service in an airport? Short queues at check-in, easy to understand way finding, short security queues?

It is implied that if the passenger processing is not smooth, it leads to dissatisfaction. On the other hand, if the process is perfect than the feeling is one of “relief” rather than that of “delight”. Thus the need arises, to divert, the feeling of relief towards delight. When we imagine an airport, we find a picture frame in our mind of glamour, excitement and happiness. But is this the case in reality instead we find long waits, long queues, long walks and scarce sitting area. Not so perfect recipe for delight?

Stress Level is at its peak during check in and Security clearance phase. As a passenger arrives at the airport, the level of excitement rises and so does the stress. As he/she proceeds towards the check-in counter the thoughts starts revolving in their minds – Where is the check in counter? Is it far from the Lounge? Are there any queues? Do I have all my required documents? Did I lock the doors properly while leaving? etc.

Once the check-in is completed, the stress level falls temporarily, but then there is security clearance and passport control to negotiate. Apart from long queues, the whole process is invasive with bags and body searches.

 After the security and immigration phase of passenger processing, the stress level remains high for a short period of time until the passenger has all information about his/her flight. Passenger breathes a sigh of relief once these basic information is gathered. Thus, from a travel retail point of view, Departure Lounge and Security Hold Area are best possible location to set up business at the airport where passengers are more relaxed. Here mutual benefit can be achieved, passengers can ease out their stress and non-aeronautical revenue of an airport can be maximized. This segment of passenger processing is called "Happy Hour"