New research report by Airport Dimensions, Airport Experience (AX26), highlights how preparing to travel now extends far beyond packing a suitcase and planning itineraries.
Airport users expect digital engagement well before they arrive on site, and this goes further than simple online check-ins, the research has found. The “first mile” of the journey is emerging as a critical moment for airports to provide travel information, services and amenities for a more enjoyable airport experience.
Using digital services ahead of their journeys can significantly increase travellers’ spending once they arrive, making this vital to gain higher revenue.
The research surveyed 11,000 global travellers. According to the findings, the top three airport services that respondents want access to ahead of their visits are flight and gate information (29%), airport lounge access (28%) and bag check in, drop off or collection (22%).
Almost half (48%) of affluent leisure travellers are already signed up to direct digital relationships with airports. Airport Dimensions says this group spends 36% more on average than the standard traveller.
A connected digital ecosystem is key to unlocking higher traveller spend who are increasingly seeking a ‘linked’ experience, where practical information and commercial services are integrated. In addition, the company says 77% call for a single airport mobile app to access all services, there is a clear opportunity for airports to create a platform that integrates essential travel information with options to explore retail, food, and other services that drive customer spending.
Mignon Buckingham, CEO of Airport Dimensions, said: “Our new research shows that the airport experience starts long before the terminal, leading to the growing demand to build the pre-airport digital space. Airport Dimensions’ Connecta+ app shows how businesses can stay ahead of the curve by combining airport services such as lounge booking and parking information, with retail and dining offerings within a single platform to inform customers and encourage early engagement. Pre-airport digital engagement not only improves the customer experience but also boosts non-aeronautical revenue – creating a win-win solution for all parties.”
