BANGKOK, 6 December 2017: The fundamental value of an airport – the ability to attract passengers who want to fly there – remains unchanged, or so Amadeus claims in its latest report.
But as passenger volumes continue to rise, worldwide, competition amongst airports intensifies.
That’s where Amadeus sings the praise of staying ahead of the curve, by building a sophisticated IT environment to create value for airport stakeholders.
But fundamentally the report, based on input from 18 airport and airline executives as well as data feedback from 50 airports, calls for a focus on the ultimate customer; the passenger.
The report, Strengthening the Airport Value Proposition, developed by Frost & Sullivan, and commissioned by Amadeus, looks at how airports can balance the often misaligned interests of different customers and stakeholders by focussing on the passenger.
They are ultimately the only customer that matters if an airport intends to compete in the long-term.
Airports have various customers from airlines to shops and restaurants that buy space. But they all have to please the ultimate customer, the passenger.
If there is a choice, the passenger will opt for a flight that uses an airport that meets their specific needs that differ depending on their situation. A young mother travelling with toddlers will have different airport requirements than those identified by a disabled traveller.
The report notes that the digital transformation of processes, well-executed data analytics and insight sharing can allow airports to differentiate their offer to airline customers.
For example, by using modern technology to deliver an improved traveller experience through smoother passenger processing and enhanced baggage reconciliation, airports can support airlines to deliver on their promise to travellers.
Make IT a strategic driver of value for airlines to improve the passenger experience;
Use technology to improve operational efficiency and build revenue streams;
Focus on the needs of the passenger as the ultimate (and shared) customer to identify areas for improvement;
Support airlines by using technology to increase agility, and remove complexity.
The focus should be “on the passenger as this creates a shared incentive for greater collaboration and co-operation, shared KPIs between airlines and airports and a much better understanding of how airport stakeholders can positively affect each other’s business,” the report concludes.