Wayfinding tools have transformed to provide passengers with more personalised and interactive guidance to, from and inside airport terminals. Chloë Greenbank navigates through the latest trends and identifies where airports need to prioritise content and capabilities.

This article “Route one”, was originally published by editor Chloë Greenbank in the December 24 issue of Regional Gateway. To receive access to more articles like this, apply for your complimentary subscription today.

The evolution of airport wayfinding

Gone are the days when airports relied on basic text-based signage written in the local language to guide passengers through their terminals.

The rapid evolution of technology, increasing passenger volumes and evolving airport complexities have revolutionised how airports communicate and help passengers navigate through their facility.

Assaf Margalit, COO and CFO at Synect, which provides custom wayfinding s   olutions, highlights that todays most exciting innovations in wayfinding revolve around AI and multilingual capabilities.

He says: Synect is at the forefront of this innovation, with solutions like ReverseAI, which recognises passenger intent and provides tailored directions in their preferred language, making navigation more intuitive.”

Another trend is the shift toward smart wayfinding”, where signs update in real time based on data such as flight schedules, thereby helping to reduce congestion and improve passenger flow.

Margalit adds that while Synects systems aim to make wayfinding effortless without mobile use, mobile integration enhances personalisation by offering location-based content, such as coupons for rental cars and other amenities, without overwhelming passengers.

Having already partnered with airports such as Orlando, Dallas Fort Worth, Lehigh Valley, Spokane and Northeast Florida Regional, Synects Custom Content Programme features digital ambassadors” providing engaging directions through pointing and gesturing on wayfinding signs and multilingual content based on data such as incoming flightscountry of origin or passenger demographics.

The companys Passenger360 platform delivers dynamic, data-driven visual communication from kerb to gate, while its ReadySeeGo tool offers portable, plug-and-play solutions for environments like security queues. 

Its latest solution, ReverseAI, enhances personalisation further by delivering multilingual support and location-aware turn-by-turn directions to the respective passengers preferred amenities.

Priority areas Essential wayfinding system strategies 

Margalit outlines five priority areas for airports to focus on when implementing or enhancing wayfinding systems. These are: passenger needs across touchpoints; challenging areas and passenger flows; glance and go efficiency; stakeholder inclusion; and accessibility.

Passengers have different wayfinding needs depending on where they are in the airport journey,” he says.

For example, arriving passengers need clear visual guidance at check-in to locate their airline, whereas transfer passengers will need support finding their next gate.”

He added that by identifying areas where passengers frequently get lost or where bottlenecks occur, airports can prioritise wayfinding content and capabilities to address those challenges and improve the passenger experience and operations”.

Airports also need to design wayfinding that enables passengers to quickly identify the most relevant information and proceed.

Deprioritisation can mean making some items smaller or removing them altogether, depending on what is appropriate for passengers and an airports unique operations,” says Margalit.

Its also about benefitting stakeholders such as rental car partners or concessionaires.

Airports need to work with those partners to drive awareness and footfall. It is also crucial to ensure that all wayfinding content is accessible for passengers of all abilities.”

The role of mapping Digital mapping for airport accessibility

For Mappedin, specialists in creating indoor maps using AI-powered tools, ensuring its content is navigation-accessible and can provide wayfinding for passengers who require the use of ramps or elevators instead of stairs, is integral to the design of its maps.

Michael Law, Director of Marketing explains: The Mappedin Directory is also accessible-friendly, as the screens touch controls can be adjusted for passengers who require access at a lower height, and we are working with our airport customers to offer multilingual requirements.”

Collaborating with airports including Los Angeles in the US, Calgary in Canada (for whom its mapping tool is available in English and French) and Brisbane in Australia, Mappedin uses approved airport data so that a passenger can up have the most up to date information. This data includes passenger flow, wait times in security areas, parking spot availability, shuttle schedules, gate information and flight departure times to calculate and suggest wayfinding routes.

Although Mappedins web maps require an initial load when a passenger is online, once loaded the maps continue to work, ensuring uninterrupted navigation even if the passenger is offline.

Emphasising the importance of integrating maps across the entire passenger journey, from pre-trip planning on a desktop to mobile access during travel, Law urges airports to take into consideration how passengers use this technology at the different stages of the travel journey and where maps integrate”.

He also suggests embedding maps into ticket confirmations.

When sending communications to confirm, a map should be included along with the other information such as terminal, gate, departure time, etc.”

For Law, not offering a digital map for wayfinding and discovery of an airport is a disservice to passengers.” 

 

Spring experience helping with wayfinding playing on the Security Checkpoint signage in Terminal D at DFW Airport.

Synect provides custom wayfinding solutions for airports such as Dallas Forth Worth (pictured).
Image: Synect

Augmented reality AR and VR enhancements for airport navigation 

For Sergio Morales, Chief Technology Officer at Appssenger, the implementation of augmented reality (AR) and virtual reality (VR) have the potential to be game changing for wayfinding tools.

He tells Regional Gateway: Some of the most exciting trends in airport wayfinding go beyond the impressive use of AR for indoor maps. The integration of indoor location systems like beacons to provide real-time directions to passengers and the use of AI to create virtual assistants that support travellers throughout their journey are especially noteworthy.

We believe that in the near future, apps and wearables will play a crucial role in guiding passengers through the airport, offering personalised recommendations based on a range of factors – not just their origin and destination but also real-time conditions and individual preferences.”

He adds that in order to enhance passenger navigation, AR technologies must enable bidirectional communication.

The goal is not only to provide passengers with the most accurate and efficient routes to their destination, but also for the airport to anonymously track passenger movement.

This data helps optimise traffic flow, creating a more dynamic airport environment while directing passengers towards areas that can generate

non-aeronautical revenue for both the airport and retailers – who are, after all, a vital part of the airport ecosystem.”

Appssengers platform is already live in airports such as Glasgow and Aberdeen in Scotland, Shannon in Ireland and Dalaman in Turkey, with plans to expand into North America and LATAM.

Morales says: It offers passengers a comprehensive 360-degree digital experience throughout their entire airport journey, tailored to their changing needs and behaviours at each stage of the trip.

It starts while passengers are still planning their journey. Through the Appssenger web platform, they can access essential airport information such as flight details, recommendations, tips, as well as food and beverage options.”

Personalised approach Enhancing passenger experience in airports

Passengers can also pre-book services like parking or lounge access, streamlining their experience before arriving at the airport.

All airports that have implemented our platform have found that investing in digital channel enhancements not only elevates the passenger experience but also delivers a strong return on investment through increased non-aeronautical revenue generated by the sale of airport services via these channels,” says Morales.

As the travel day approaches and users switch from laptops to mobile devices, Appssenger provides both responsive web and native app solutions to guide them from home to their boarding gate.

Passengers can track their flight, receive real-time updates and get personalised suggestions at different stages of the journey – whether its for check-in, security control or baggage claim.

An interactive map with wayfinding features helps them navigate the airport, while on-the-go purchases allow for quick bookings, such as securing a fast-track pass if security lines are long.”

Throughout the journey, airports maintain a direct communication channel with passengers via Appssengers notification hub.

The system delivers automated and on-demand geofenced push notifications, ensuring that passengers receive important information or promotions exactly when and where they need them.

Like its competitors, Appssenger also personalises the passenger journey through features such as account customisation for frequent travellers.

Notifications ensure that passengers receive timely updates of promotions, enhancing both convenience and engagement.

The platform also supports multiple languages, and within their private account passengers can customise their preferred communication language,” says Morales. By default, this is set to match the language configured on the passengers device, ensuring seamless communication.”

Synects Margalit agrees that personalisation is critical but warns against over-reliance on AR and VR.

He says: There is a natural tension between AR and VR technologies – which often require passengers to focus on or through a device – and the core goal of wayfinding, which is all about quickly guiding passengers through physical, often crowded spaces.”

The challenge, he adds, lies in integrating these technologies without detracting from the efficiency of traditional wayfinding.

AI mapping to assist in airport wayfinding and accessibility

Using approved airport data and AI-powered tools, Mappedin specialises in creating indoor maps of airports around the world. Pictured, Los Angeles International. Image: Mappedin

Standardisation in the future The future of AI in airport wayfinding

For Law at Mappedin, the next big step is standardising airport maps.

Currently, maps vary from one airport to the next,” he says. However, just as Google Maps and Apple Maps have become a standard for general use maps, mainly outdoors, we are striving to create standardised indoor maps for airports and other large and complex spaces, so that the visitor or passenger experience from one airport to the next is consistent.”

Achieving this, he notes, requires wider co-operation and collaboration between cities, airport leaders and private companies.

Appssengers Morales believes that AI-powered personal assistants will be the next big breakthrough.

The navigation experience differs greatly depending on the type of traveller,” he says. Whether its a busy businessperson rushing between flights, a family on vacation with extra time to spend, or a passenger with reduced mobility who requires special assistance but also wants to relax before their flight.” The goal for airports, he concludes, should be to provide each traveller with the right guidance to reach their gate on time, while also addressing their specific needs along the way.

By doing so, airports can not only enhance the passenger experience but also generate a return on investment, ensuring both passengers and the airport benefit from a smoother, more personalised journey.”

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