What does enhancing the passenger experience truly mean? What actions can airport managers take to improve the passenger experience?
Airports, airlines, third-party providers, architectural and engineering firms, are not on the same page with what this concept really means. Conferences are being organized around how to create and implement this strategy. Is it design? Is it branding? Is it customer service? Is it passenger engagement? Is it technology?
Enhancing the passenger experience is about all of the above—and more
Today’s industry literature indicates that the passenger experience is focused on new and innovative commercial offerings, airport branding, the creation of a sense of place, and digital engagement through new technology. These elements are important to upgrading the passenger experience. However, too often airports focus on retail, passenger marketing, and communication but do not deliver on the efficient, uncongested, and informed passenger path from the curb to the gate. And as airports well know, the challenge gets harder each year as passenger volumes continue to grow. Consequently, passengers often are too frustrated and hurried to take advantage of all of the innovative offerings and services that an airport has worked hard to develop.
Key elements to enhancing the passenger experience
- Physical Layout
- Wayfinding and Signage
- Technology Stakeholder Engagement
- Employee Organization and Responsibilities
