After entering the airport, most customers have to wait. This represents the greatest risk of negatively impacting the customer experience. In fact happy passengers spend an average 45 per cent more than unhappy passengers in airport retail areas .
The basic requirements for happy travellers are speed of baggage delivery, ease of check-in, comfort in airport terminals, and the amount of time required for security check . These procedures can make or break a passenger’s experience with an airport, and determine how much money they spend in the retail areas.
What is more, by ensuring the efficient flow of passengers through your airport, you increase the dwell time of the passengers in the retail areas increasing revenues further and make it more likely that these passengers will choose your airport for their future trips and airlines will maintain their routes at your airport.
The benefits of measuring passenger flow for the airport
Measuring passenger flow has a far reaching impact on your retail operations. Not only does it allow you to increase retail revenues, but you can also track how passengers move through retail areas and use this to optimise signage, locations and products. By using the information gained through tracking the passenger flow through key parts of your retail areas allows you adjust shop rental values.
By measuring the flow of passengers you can optimise your staff by using alerts if set thresholds are exceeded thereby quickly identify potential bottlenecks. This allows the allocation of staff to problem areas to remove queues and creates operational efficiencies.
Staff optimisation is about ensuring that the right amount of staff is in the right place, at the right time in order to achieve the correct staff to customer ratio and prevent bottlenecks from forming.
These efficiencies can be extended further by easily and quickly accessing historical statistically reliable performance data to enable better forward planning decisions creating an improved customer service. This allows you to eliminate bottlenecks through knowledge and forecasting based on predictability.
Tracking the flow of passengers also allow airports to prove adherence to KPIs and SLAs with regulatory authorities, airlines and handling agents.
The benefits of measuring passenger flow for the passengers:
Passenger flow systems must provide live automated wait time information for passengers, as it is essential to enable passengers to select their optimum route through the airport. Without such information passengers tend to join the back of queues without checking or even realising that there are alternative routes.
Minimizing queues and optimising a passenger’s journey, is key to airports in creating a quick, hassle and stress-free journey through the airport. This creates happier passengers with a higher propensity for retail spend and higher propensity to return to the airport for their next journey.
This is an excerpt from our white paper – Why you should measure passenger flow through your airport