The Airports Council International (ACI) has announced the latest addition to its Airport Quality Service programme.
The ACI ASQ Commercial Survey has been designed to help airports of all sizes boost the passenger experience by providing insights into commercial performance. It also helps airports to optimise ancillary revenues including retail and food and beverage.
Angela Gittens, ACI World’s director general, described ACI’s ASQ programme as the “only truly world-renowned and globally established benchmarking programme measuring passengers’ satisfaction while they are travelling through an airport.
She also said that this latest survey “reflects the growing competition among airports” and the “importance of passenger experience as a key business driver.”
Data for the commercial survey is collected from departing passengers in gate areas while their experiences are still fresh in their minds.
Once analysed this data provides valuable insights into: Why passengers choose to spend or not in commercial areas; which passenger groups use retail, food and beverage and other commercial services the most; what airports should do to improve the commercial services experience for passengers; and what they can do to improve commercial revenues.
When its combined with the organisation’s departures and arrivals surveys it provides a powerful, holistic view of every touch point through the pasengers’ journey.
Crucially, it also helps airports “make important commercial decisions regardless of their current retail offerings, size, location and passenger make-up,” concluded Gittens.