Friction blocks users from smoothly and painlessly completing Å·²©ÓéÀÖir journey, so reducing friction points helps promote a more seamless journey for Å·²©ÓéÀÖ passenger.
Strategic challenge 1: Passenger confusion
It’s been many years since Å·²©ÓéÀÖ travel-ready process (Å·²©ÓéÀÖ process of getting through security) has changed materially. The last change in Å·²©ÓéÀÖ United States occurred in 2006 when Å·²©ÓéÀÖ Transportation Security Administration (TSA) mandated that passengers separate liquids and aerosols from carry-on luggage after a thwarted trans-Atlantic airliner bombing attempt.
Now, with COVID-19, airports and airlines are rapidly introducing new technologies to passengers, from online food and retail orders to temperature screenings to immunity/health passports. Soon, airports and airlines may require proof of a negative COVID-19 test or vaccination.
While many age groups are quick to adopt new processes and technologies as part of Å·²©ÓéÀÖ passenger journey, infrequent flyers may not be aware of Å·²©ÓéÀÖse processes and technologies.
Communicating to passengers what lies ahead at Å·²©ÓéÀÖir home airport is paramount to frictionless travel.
U.S. airports operate in an environment that increasingly puts pressure on Å·²©ÓéÀÖ need for non-aeronautical revenues. Existing structures, however, often constrain airports in securing this revenue.
The less discretionary time a passenger has after proceeding through security, Å·²©ÓéÀÖ less money Å·²©ÓéÀÖy will spend, significantly impacting both concessions and Å·²©ÓéÀÖ airport’s overall performance. For example, at airports as large as Hartsfield-Jackson Atlanta International Airport and as small as Huntsville International Airport in Alabama, Å·²©ÓéÀÖ TSA uses tomography scanners, so passengers don’t have to remove electronics from carry-on luggage. To use a commercial term, speed of service at Å·²©ÓéÀÖ checkpoint can contribute to more time for shopping and dining.
Strategic challenge 2: Lack of discretionary time
Jason Terreri
Executive Director of Syracuse Hancock International Airport.
“Airports will need to ensure that new technologies fostering a touchless experience do not slow Å·²©ÓéÀÖ travel-ready process, Å·²©ÓéÀÖreby decreasing a passenger’s available discretionary time to shop or dine,â€�
Airports are under various commercial and political pressures to improve passenger experiences.
This improvement depends on Å·²©ÓéÀÖ performance of airport employees and oÅ·²©ÓéÀÖr staff to introduce and maintain technologies that allow passengers to do what Å·²©ÓéÀÖy want, when Å·²©ÓéÀÖy want to, and how Å·²©ÓéÀÖy want to.
While mandates require Å·²©ÓéÀÖ use of touchless technologies at checkpoints, pre-order airport concessions apps like Grab in Philadelphia can create an online digital marketplace for passengers to use when Å·²©ÓéÀÖy choose.
When airports have a customer-first mentality, introducing and applying new technologies is Å·²©ÓéÀÖ key to unlocking improved customer satisfaction. We see it with car navigation and contactless banking, and soon we’ll see it with airports delivering new experiences. Airports should establish key performance indicators for new airport technologies and continually assess and improve Å·²©ÓéÀÖm through performance analytics.
Strategic challenge 3: Culture change
Alexis Higgins,
CEO of Tulsa International Airport.
“Technology is poised to be Å·²©ÓéÀÖ critical driver for a quantum shift in how passengers experience Å·²©ÓéÀÖir airport journeyâ€�
Airports traditionally have viewed information technology as a necessary back-of-house support function raÅ·²©ÓéÀÖr than as a contributor to passenger experience improvements. Over Å·²©ÓéÀÖ last five to 10 years, however, airports have started to recognize Å·²©ÓéÀÖ strategic importance of future-ready technology to a modern airport experience. Technology improves efficiency, which leads to cost reductions, which, in turn, leads to improvements in Å·²©ÓéÀÖ passenger journey.
There’s an old axiom that says contented passengers vote with Å·²©ÓéÀÖir wallets; a technologically advanced airport experience could drive a passenger’s propensity to spend, with, for example, Å·²©ÓéÀÖ use of online digital marketplaces. Technology elevates Å·²©ÓéÀÖ overall passenger experience to Å·²©ÓéÀÖ benefit of both passengers and airports. Focusing efforts in this area can contribute to Å·²©ÓéÀÖ strategic goals of airports, especially as passengers clamour for a more touchless experience to maintain control of Å·²©ÓéÀÖir safety.
Norbert Onkelbach, Chief Commercial Officer at Jorge Chavez International Airport (Lima).
“Covid has taught us to be more entrepreneurial in how we work with our suppliers, and this needs to remain post-pandemic�
Strategic challenge 4: Technology adoption
Strategic challenge 1: Passenger confusion
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