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"