Evaluating the Traveler's Perspective to Improve the Airport Customer Experience / Search Inside This Book
881 matches found for How People Learn Brain,Mind,Experience,and School Expanded Edition. in Chapter 3 - Departure Journey
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...ney along with suggestions for addressing key issues and challenges. The traveler comments ...
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...presented in this chapter are intended to be illustrative of the kinds of experiences travelers may ...
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...terminal for departure, pre-security activities, the security experience, and post-security activi-...
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...ties. Figure 18 represents the departure journey and summarizes some of the desired outcomes ...
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...24 Evaluating the Traveler’s Perspective to Improve the Airport Customer Experience...
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...An example of how airports may assess traveler emotions is provided in the chapter and is ...
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...one source of information that can help airports gain a deeper understanding of their traveler ...
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...segments. However, each airport needs to analyze their travelers’ perspectives and emotions to ...
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...security experience, and post-security activities. For each journey point, travelers’ perspec-...
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...first shows the perspectives of the general traveler population (composed of similar feedback ...
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...concerns or feedback are presented next. The graphic shows the results of an emotional risk ...
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...tions at the various journey points. By analyzing the potential for a traveler to experience a ...
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...negative emotion, airports may identify the root cause of the negative emotion and thereby ...
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...be able to correct the circumstances and create a better experience. For each journey point, ...
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...to travel (using the airport website and/or airport app or contacting the airport) and also ...
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...• There should be more information that is easily accessible on whom to contact at the airport and ...
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...how to contact them to get an expeditious response on the information needed or assistance ...
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...• The airport app needs to be promoted since travelers are not always aware it exists and/or aware ...
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...information; however, airport information is not always accurate/up-to-date on the airline app. ...
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...people know it’s available and how ...
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...and assist services. ...
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...website noting family restrooms and ...
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...26 Evaluating the Traveler’s Perspective to Improve the Airport Customer Experience...
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...and assist services. ...
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...the journey, and information on how ...
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...• Accessibility of airport website and ...
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...to the gate and identification of the ...
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...contact, availability, and accessibility ...
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...tickets and sharing this with airports. ...
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...always know how to use these tools ...
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...and end up getting lost. Medium risk...
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...the experience at the airport itself. However, addressing travelers’ expectations before they get ...
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...to the airport can help alleviate some of the stress and anxiety experienced by travelers at this ...
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...journey point and set the mood for the rest of the journey. The following provides guidelines on ...
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...Travelers need better access to information and services. This can be accomplished ...
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...languages, and staff should be adequately trained to assist unique traveler segments....
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...For example, Spirit Airlines now allows customers to purchase tickets and make changes ...
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...not to the people who access it, i.e., travelers. Shifting the focus of the website to provide ...
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...easy access can help enhance the traveler’s experience prior to arrival at the airport (see ...
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...measures and requirements together with a link to the CDC website and TSA Cares program ...
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...28 Evaluating the Traveler’s Perspective to Improve the Airport Customer Experience...
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...parking reservation, services for travelers requiring extra assistance, and directions getting to/from the airport...
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...and/or terminal. ...
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...• Traffic information, including directions and ...
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...• Parking availability, cost, and reservation (if ...
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...• Meet and assist service booking. ...
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...• Customer service contact and languages ...
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...programmed and included in the website. ...
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...• Link to directories and maps of restaurants, ...
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...— Virtual experience (For example, ...
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...Authority of New York and New ...
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...the user experience. Websites should ...
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...Orlando Sanford International Airport (SFB) ...
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...website to provide an optimal and self-service ...
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...experience for all its travelers. ...
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...• Include contact and other information on ...
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...• Include reliable and up-to-date ...
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...services and family-sized restrooms. ...
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...• Airline lounge location, mail drops, and/or ...
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...However, according to the 2017 ACI-NA Guest Experience Management and Passenger ...
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...travelers using an airline app may have limited and/or outdated information on the airport. ...
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...If the airport has its own app, the information should be easily accessible and be provided ...
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...from the traveler’s perspective. Determine what travelers are searching for and build the applica-...
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...Work in closer collaboration with the airlines, the TSA, and other business partners to have a ...
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...platform with complete information that creates a seamless digital experience. The challenge is ...
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...coordinating with multiple business partners that provide information in different formats and ...
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...quantities and the ownership of the data....
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...One way to facilitate this is for airports to allow internal and external developers to ...
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...access their application programming interfaces (APIs) and open data. SITA’s Air Transport ...
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...and open data sharing are projected to be commonplace. Around 70% of airports expect to ...
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...have an API platform for internal use and/or a platform for both internal and external use ...
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...information, the information needs to be consistent, complete, reliable, and up-to-date no ...
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...30 Evaluating the Traveler’s Perspective to Improve the Airport Customer Experience...
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...public that the airport app is available, is free, and has valuable information. Some airports have ...
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...app providers such as iFly Pro, GateGuru, MiFlight, Airport Transit Guide, and FlySmart while ...
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...ensuring reliability and accuracy of the information being provided....
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...app, in many cases, and those that used the service indicated that oftentimes the app’s location-...
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...of the airport’s marketing program to its constituency, and apps should be seamlessly integrated ...
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...the customer experience. Using the camera feature on a mobile phone, the traveler can scan the ...
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...tool to provide assistance at the “push of a button” and provides the traveler with the desired ...
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...control over their experience if the app is developed and disseminated correctly....
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...lets, and other services/amenities. The app can provide online menus and the ability to order ...
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...volume, and other sensory elements can assist travelers with disabilities. The airport may also ...
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...The Port Authority of New York and New Jersey is ...
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...will allow the airports to provide real-time, reliable, and ...
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...Travelers would like to have more control over their experience arriving at the airport, ...
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...arrival at the airport. An airport can offer this feature on its website and mobile application ...
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...and amenities available at the airport, including directions on locations and distances from ...
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...(a software solution for people who are blind/low-vision) to provide free ...
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...camera to stream live video and the user’s location to a remote agent, who ...
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...32 Evaluating the Traveler’s Perspective to Improve the Airport Customer Experience...
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...promotions and zoomable maps allowing the user to determine how close ...
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...The London Luton Airport website provides a customized user experience by providing help getting to and from the ...
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...3.3.6 Offer Complimentary or Pre-Paid Meet and Assist Service...
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...A number of airports worldwide offer a pre-paid meet and assist service. Some U.S. airports ...
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...are piloting this service to determine whether people are willing to pay for it. There are various ...
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...concierge and VIP programs offered through cardholder programs and other service providers ...
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...A number of airports provide opportunities for the community to learn more about the ...
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...travelers or families who want to take their children to the airport to learn more about the ...
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...airport and travel experience. Airports also use tours as an opportunity to solicit feedback for ...
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...online video experience....
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...34 Evaluating the Traveler’s Perspective to Improve the Airport Customer Experience...
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...and are offered anywhere from monthly to biannually by the various airports implementing them....
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...modes of transport and includes parking, transit to the terminal by tram/shuttle, drop-off, and ...
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...quantity, size, and clarity of airport arrival ...
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...• Ability to get in and out of the airport quickly. ...
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...• System indicating how many parking spots ...
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...Transport and connectivity ...
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...• Improved transport and connectivity to the ...
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...airport and within the terminal. ...
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...and public transit. ...
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...• Drop-off zones based on flight times and ...
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...• Clarity and placement of road signage ...
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...and ease of navigation to the terminal, ...
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...• Availability and ease of parking. ...
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...the terminal, and curbside check-in. ...
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...likelihood of price gouging and better ...
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...those that need it, and an additional ...
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...person to assist with boarding and ...
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...unloading from buses and shuttles. ...
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...children may experience carrying ...
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...36 Evaluating the Traveler’s Perspective to Improve the Airport Customer Experience...
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...• Clarity and placement of road signage to ...
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...low level of security near drop-off and ...
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...of signage on arrival and difficulty with ...
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...provide more competition and ...
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...• Level of staff empathy for and awareness ...
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...to have more empathy and awareness ...
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...of the needs of people with disabilities ...
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...and conversant English language ...
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...assuming and insisting that they ...
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...construction, and/or lane closures. ...
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...• Availability and ease of parking. ...
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...• Frequency and reliability of shuttle ...
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...and/or trains or shuttles in parking lots ...
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...well as service to handle luggage from ...
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...and curbside) with baggage and ...
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...• Restrict ride-share Uber/Lyft and ...
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...• Clarity and placement of road signage. ...
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...construction, and/or lane closures. ...
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...• Ease of access to and navigation of ...
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...• More and clearer signage. ...
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...• Better regulation on how long a car ...
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...and/or lane closures via signage and ...
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...• Free carts for luggage and closer ...
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...The arrival at the airport is the traveler’s first impression of the airport and can set the tone ...
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...experience upon arrival at the airport....
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...and in the Terminal...
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...One of the key issues described by travelers is signage upon entry to the airport and to the ...
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...terminals from parking and ground transportation....
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...allow people to know which lane to be in to get to where they need to be. Advance information ...
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...on construction, traffic, lane closures, and availability of parking spaces (including informa-...
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...tion on the website and app) is also helpful to travelers so that they are not caught off guard ...
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...the airport can guide the airport in understanding existing traffic flow and signage issues and ...
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...• “Breadcrumb approach.” Providing people with only the information they need at a particu-...
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...• Floor graphics. Providing graphics on the ground in the parking garage and other transit ...
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...facilities to show where to walk to get to the terminal reduces the need for overhead signage, ...
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...and highlight decision points along the way....
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...• Use of more digital and dynamic signage. Wayfinding at airport entry, parking, rental ...
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...cars, employee parking lots, cell lots, and throughout the airport journey requires more ...
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...around new construction and key decision points. The app can include recommendations for ...
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...• Standard wayfinding language. For standard wayfinding language, industry-wide collabora-...
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...tion and agreement would be required so that passengers would see the same words, symbols, ...
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...All traveler segments expressed a desire for more signage; however, more signage is not always ...
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...ment, and effectiveness at decision points....
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...38 Evaluating the Traveler’s Perspective to Improve the Airport Customer Experience...
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...responding to the growing trend of using transportation network companies (TNCs) and the ...
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...services such as advance parking reservations, valet parking, and drop points for a meet and ...
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...parking and the location of the next closest options. This information can also be offered on ...
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...as wayfinding guidance, maintenance alerts, and product/service branding (see Figure 20 for ...
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...light to indicate which individual spaces are available in a particular row is very helpful. How-...
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...ever, it is a costly solution to implement and maintain, and therefore it may not be a suitable ...
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...3.5.3 Improve Experience with Alternative Means of Getting to ...
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...and Transiting Within the Airport...
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...infrastructure already in place for many U.S. airports. However, improved transit options ...
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...(including availability and reliability) can alleviate some of the pressure on parking spaces ...
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...and provide a viable option for travelers going to and coming from the airport. A number ...
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...facility is quick and efficient, and this is communicated adequately, then travelers may not ...
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...sidewalks, shuttles, and trams may be viable options to address this need....
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...driving vehicles for pick-up and drop-off of passengers at the airport....
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...• Improve ground and public transportation options. Most world-class airports (such as ...
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...Changi Airport, Schiphol, and Munich) have direct rail connections to the airport, which ...
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...such interconnectivity. Airports such as Orlando International Airport and Newark Liberty ...
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...are creating dual air and rail hubs. Newark Liberty’s vision is to create a new airport city with ...
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... – Enhance the reliability of shuttle service and optimize frequency based on demand and ...
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... – Provide wait time information for shuttles and buses using digital signage and/or the air-...
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...port app. Providing digital signs indicating shuttle arrival times and the names of stops, as ...
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...well as a digital map on shuttles (similar to subway trains) showing all upcoming stops, can ...
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...music in the shuttle to reduce anxiety, reduce the perception of long transfer time, and cre-...
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...ate a more calming experience....
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...40 Evaluating the Traveler’s Perspective to Improve the Airport Customer Experience...
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... – Provide adequate shelter at shuttle stops and other waiting areas. Travelers have expressed ...
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...a concern that waiting areas for ground transportation and taxis are often outside without ...
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...• Provide customer assistance telephones in parking lots and/or a phone number linked to ...
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...cated a desire for restrooms in the parking lot of airports. However, due to infrastructure, main-...
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...tenance, and security challenges, this is not an option for most airports. Instead, the airport can ...
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...3.5.4 Improve the Curbside Experience...
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...A recent J.D. Power study indicates that the ideal airport arrival experience is being dropped off ...
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...as quickly as possible at the terminal. A slow drop-off occurrence alters the whole experience. For ...
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...less traffic congestion and less crowded curbside drop-off, the following elements are important:...
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...• Trained traffic enforcement. Personnel trained in traffic enforcement and customer service ...
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...could improve traffic flow and enhance the customer experience with traffic enforcement ...
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...tion. Some airports are choosing to completely renovate their curbsides. However, both solu-...
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...access to information about arrival and departure of trains and buses, or provide additional ...
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...display signage indicating locations and arrival and departure times....
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...rental car companies and parking (see Figure 21). Simplifying access to TNC services can ...
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...positively impact the customer experience (see Figure 22)....
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...• Designated waiting area for vehicles. Provide adequate and clear signage for waiting areas....
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...• Valet parking service. Offering or expanding valet parking service provides an added ...
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...ent lanes to commercial vehicles and private vehicles will help ease curbside congestion....
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...best drop-off points through signage, the airport website, the airport app, and/or other third-...
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...and older travelers may expect full service upon arrival at the airport. In some cases, such as ...
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...service. However, research indicates that the traveler still assumes it is the airport’s responsibil-...
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...ity; therefore, better collaboration among the airport, the airline, and the ground handlers on ...
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...handling special service requests is essential to ensuring that traveler needs and standards for ...
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...disabilities or to VIP customers and others who are willing to pay for the service....
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...• Volunteer or paid customer experience staff or program. Extend or implement a program ...
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...• Multilingual customer experience representatives who can provide in-person ...
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...dual function of logging and monitoring all complaints and requests in order ...
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...to help develop and/or improve their customer feedback database, as well as ...
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...staff with training on empathy and how to address the needs of the airport’s ...
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...planning and management of ride-sharing operations. ...
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...sharing drop-off and pick-up area. (Image source: SFO)...
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...checked baggage service for domestic flights and ...
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...drop-off and subsequent pick-up of another passenger. In ...
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...face while still offering a personalized experience by allowing travelers access to a real person ...
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...• Customer service staff with tablets and/or mobile devices. The tablet can be used to ...
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...translate, request and log wheelchairs, or provide other assistance. Pop-up customer ser-...
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...• Free luggage carts. Travelers in this and other research studies have consistently expressed ...
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...ture and arrival. This is likely because most international airports offer this as a free service. ...
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...• Provision of luggage carts in convenient locations. Seniors, travelers with disabilities, and ...
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...44 Evaluating the Traveler’s Perspective to Improve the Airport Customer Experience...
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...locations such as the perimeter of parking garages and lots because it can be challenging for ...
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...options nearer to the airport rental car returns. While this is a valid concern, and some ...
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...investment, availability of land for that purpose, and local business ownership issues. ...
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...Partnerships in which gas station providers provide infrastructure and management ...
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...while an airport provides the land can result in an acceptable resolution to this issue. ...
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...Memphis International Airport has indicated plans to build a food and gas plaza near its ...
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...on the parking deck such as tire rotation, car wash and detailing, and so forth, which may be ...
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...3.5.8 Create an Inviting Airport Entrance Through Landscape ...
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...and Architectural Features...
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...The design of a terminal and the surrounding landscaping and environment can help ...
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...Pre-security activities include check-in; pre-security services; and amenities including ...
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...concessions, restrooms, and experience with customer service counters....
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...Food/beverage, retail, and amenities ...
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...• Better and more reasonably priced food ...
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...plants, fountains, airy spaces, less noise and ...
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...• More engaging and spacious (wider) check-...
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...• Friendlier and more helpful staff at check-in and ...
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...to help move things along faster and make lines ...
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...• Better and more dynamic signage on where to ...
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...check-in and drop off bags and where to find ...
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...mail drop, amenities, restrooms, and points of ...
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...interest pre- and post-security. ...
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...• Level of customer service training and ...
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...• Inexperienced, rude, and/or poor ...
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...lobbies; and long lines checking bags. ...
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...• Some had a smooth and easy process ...
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...and were impressed with the visibility ...
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...and efficiency of gate and flight ...
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...• Availability of food and beverage in ...
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...• Availability and accessibility of USO ...
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...especially when flights are late and ...
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...and, therefore, military travelers have ...
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...little or no time to get food and/or use ...
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...• Level of training, empathy, and ...
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...• Size and availability of signage. ...
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...adequately trained in understanding ...
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...• More efficient meet and assist ...
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...check process, and training of airport ...
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...and airline personnel on the needs of ...
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...people with disabilities. ...
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...travelers with disabilities and a ...
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...also enhance the experience. ...
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...though they didn’t want and/or need to ...
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...and at being left waiting on a bench ...
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...for someone to come and assist them ...
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...(feeling of abandonment). ...
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...desire for bigger signs and auditory ...
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...signs and AIRA access (mobile ...
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...• Availability and ease of access of ...
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...• Accessibility, efficiency, and friendliness ...
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...• Availability of restaurants and food ...
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...• Improved wheelchair services and ...
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...3.7.1 Include More Food Options and Sit-Down Restaurants ...
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...expressed a desire for more food options and sit-down restaurants pre-security. People who ...
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...and meeters/greeters. However, it is a challenge for pre-security concessions to be profitable, ...
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...culture of families and friends being part of the arrival and departure experience. Nonetheless, ...
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...pre-security restaurants are desired. The results will vary by airport location and will depend ...
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...• Identify the potential customer base and analyze the potential revenue stream from ...
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...pre-security concessions. This can help determine the optimal number of customers and ...
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...• Rotate food trucks and/or temporary mobile food carts at certain times of the day pre-...
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...security. This option is low cost, provides local food and beverage operators an opportunity to ...
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...test a new concept, offers flexibility, and can be tailored to provide local/unique food options ...
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...• Discounts and loyalty programs. Offer discounts and customer loyalty programs to help lower ...
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...the cost of food and drinks through the airport app or by partnering with airlines to send pre-flight ...
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...7 days a week. Customers can create their own salad with ingredients and flavors from a ...
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...delivers food and beverages to travelers at their gate. Airports may consider ...
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...• Self-service kiosks and automated bag drop. Self-service kiosks (to print boarding passes, ...
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...scan passports, and print bag tags), as well as an automated bag drop, can significantly improve ...
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...• Accessible kiosks. The U.S. DOT mandates that 25% of kiosks must be accessible by ...
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...December 12, 2023 (U.S. DOT, 2017). While some airlines have expanded the avail-...
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...yet achieved the 25% mandate set by the U.S. DOT. Improving collaboration with air-...
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...lines to ensure the availability of accessible kiosks and adequate signage and wayfinding ...
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...• Remote check-in and baggage processing. Many airports and airlines are beginning to offer ...
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...remote check-in and baggage drop-off, baggage pick-up services, and/or baggage delivery ...
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...• Design aspects. Provide quiet spaces, workstations, children’s play centers, and so forth that ...
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...• Improved communication with travelers on available check-in and baggage-drop options. ...
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...Improve marketing to reach travelers and direct them to use self-service check-in and ...
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...• Providing a seamless journey through collaboration among airports, airlines, and third ...
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...recognition, at-home printable baggage tags, and automated baggage drop can contribute to ...
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...improving the customer experience....
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...Provide training to increase empathy for and understanding of the needs of unique traveler ...
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...• Providing training to wheelchair operators and all those with a direct ...
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...customer interface to understand the needs and preferences of the diverse ...
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...• Developing a coordination plan between the airport’s customer experience ...
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...elers regarding the USO, make periodic announcements and provide more ...
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...• Use information kiosks and directories. The use of 2D or 3D information kiosks and direc-...
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...current location. However, information on where the kiosks are located and how to use them ...
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...should be explicit; research shows that travelers often don’t know where to find them and ...
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...how to easily use them. Directories should include information on where less-commonly used ...
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...services, such as postal services and dog relief stations, are located....
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...Orlando International Airport has installed large videowalls behind the ...
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...airline branding, flight information, and checkpoint wait times. The videowalls ...
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...airlines with an adequate space for branding....
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...information such as wayfinding, videos, entertainment, and are also used for ...
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...branding the airport’s “Orlando Experience”....
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...3.7.6 Collaborate with Airlines to Enhance the Experience ...
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...Creating a seamless experience requires the airport to collaborate with its business part-...
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...counters and prefer to get through security as fast as possible. However, the research con-...
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...ducted in this study suggests that a number of business travelers still want and expect a ...
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...human touch and exclusive customer service, given their loyalty and frequency of travel. In ...
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...sible and convenient areas. By embracing a hospitality concept and operating like a “link ...
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...style ticketing, casual furniture, and upgraded amenities at check-in (“What Makes a World-...
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...values of accessibility and inclusion into the culture of the organization. An internal or exter-...
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...with disabilities and other interested parties on issues or initiatives that impact travelers with ...
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...3.7.8 Create a Sense of Place and Provide Entertainment...
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...• Holiday events, local culture, and arts. Holiday events and promotion of local culture and ...
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...arts create a sense of place and have been well received at airports around the country....
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...airport website and mobile app and at information counters using visual displays....
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...3.8 The Security Experience—Travelers’ Perspectives...
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...The uncertainty of how long it will take to get through security can significantly increase a ...
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...traveler’s stress level. While the TSA is a separate entity from the airport and operates accord-...
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...ing to its own rules and regulations, there are aspects of the security process the airport can ...
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...influence. According to research conducted by ICLP (since rebranded as Collinson) in 2016, ...
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...sarily influenced by the technology, but by the human element. Many travelers experience ...
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...Ultimately, travelers desire a personal experience versus a feeling of being “processed.”...
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...clearance process itself; but rather on their experience waiting in line and customer service.)...
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...• Signage with terminals and gate information after security. ...
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...• Train TSA agents to be more understanding and empathetic, helpful, friendly, and happy. ...
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...• Improve wait times with adequate staffing and equipment to manage the line. ...
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...• Require TSA to pass customer service tests and offer a complaint line for travelers to call. ...
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...• More lines and checkpoints, better-organized lines, expanded area so it is not as crowded, and a ...
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...• Better management of stanchions at security lines so that people don’t zig-zag around lines when ...
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...there isn’t anyone in line and so that travelers don’t perceive “unfairness” when reshuffling lines. ...
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...• Most travelers indicated that having entertainment in line would be too distracting and would slow ...
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...checkpoints and wait times. ...
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...and painful; expressed desire for the ...
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...process to be streamlined and TSA ...
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...website and airport app) and whether ...
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...firm would more efficiently and ...
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...security staff and ambassadors. ...
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...• Efficiency and organization of queues. ...
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...stand in. ...
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...process and for staff to speak more ...
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...• Adequacy of staff training and ability of ...
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...handle travelers with metal in their ...
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...security, and it isn’t always accepted ...
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...• Efficiency and organization of queues. ...
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...stand in. ...
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...needs (e.g., how to handle service ...
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...process in general and indicated the ...
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...people, particularly those that can’t ...
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...• Efficiency and organization of queues. ...
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...stand in. ...
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...• Balance between human touch and ...
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...different people during the process; ...
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...stand in. ...
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...• Friendliness, empathy, and politeness of ...
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...security staff and ambassadors. ...
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...• Efficiency and organization of queues. ...
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...• Balance between human touch and ...
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...overwhelming and indicated ...
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...• Use of virtual technology and/or ...
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...• Efficiency and organization of queues. ...
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...checkpoints and wait times. ...
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...pressured, crowded, and frustrated. ...
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...• Friendliness, empathy, and politeness of ...
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...security staff and ambassadors. ...
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...• Number of lanes and staff manning the ...
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...• Experienced heightened stress and ...
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...3.9 The Security Experience—Actions for Airports...
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...An airport can take the following actions to address the needs expressed by travelers and ...
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...improve the travelers’ experience at the security checkpoint....
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...3.9.1 Reduce Wait Time and/or Perception of Wait Time ...
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...ber of travelers, security lines are larger and have longer wait times. Airports are exploring ...
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...different options to reduce the wait time and enhance the traveler experience. Some of these ...
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...based on flight departure. This could help manage the traveler flow and also provide travelers ...
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...who are seniors or travelers with disabilities, who may not be able to stand for long periods, ...
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...Orlando International Airport, for example, required that passengers wait until 2 hours prior ...
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...of gate information may be available only 2 hours in advance so that people have to wait ...
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...more time post-security, such as families with children, travelers with disabilities, and senior ...
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...nities for travelers to enjoy food and beverages or buy needed and/or desired retail items. This ...
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...actually is. Providing information on wait times at the security checkpoint and on a mobile ...
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...app and website can help manage expectations and help the traveler feel like they are more in ...
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...control of their journey. Receiving notifications about wait time at immigration and security ...
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...• Queue management. Analyze wait time data and observe queuing and staff queue positions ...
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...and dispatches staff when the model reaches a certain point, before the first queue becomes ...
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...ing to process people through the checkpoint expeditiously. Integrate queuing time infor-...
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...mation with the FIDS to provide travelers with real-time data on wait times and manage ...
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...the particular traveler. However, this option requires more human decision making and may ...
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...require dedicated staff. Airports such as Dallas/Fort Worth International Airport and San ...
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...and dispatch personnel, as needed, to help manage queuing....
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...or signage demonstrating the divesting process may help speed up the process and reduce ...
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...the need for staff to call out instructions (see Figure 29). However, depending on the airport ...
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...and the number of travelers passing through, the use of videos rather than static signage may ...
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...• Sharing of data with airlines. Share queuing data with airlines and the TSA. Several airports ...
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...or silk plants, as well as the use of softer colors in surrounding interiors and equipment can ...
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...• Passenger self-check solution. Department of Homeland Security officials envision a pas-...
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...receive consistent service, which is a key part of the customer experience....
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...requirements for standard vs. TSA PreCheck screening....
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...with TSA and Other Business Partners...
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...TSA conducted a survey of five airports in spring 2019, and the overall satisfaction score was ...
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...86.59. TSA is focusing more on professionalism and communications. The airport can contribute ...
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...TSA airport staff, including training on cultural biases and profiling to address concerns ...
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...• Revise hiring practices. Hire people more predisposed to work in a higher stress environment....
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...cramped and bottlenecked security space by providing dedicated lanes using ...
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...glazed partitions to allow light to brighten the area. The living wall calmed and ...
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...passengers; and also had a positive effect on the TSA agents by providing a ...
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...that is easily accessible and provides an environment for employees to unwind away from the ...
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...public eye can help create good relations between the airport and the TSA staff. In addition, ...
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...airports should include TSA and other business partners’ staff in the airport’s rewards and ...
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...information on expected passenger flow and peaks and valleys so that TSA can better plan ...
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... – Coordinate with the TSA to display information within the airport and link special needs ...
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... – Train staff and volunteers to be knowledgeable about the TSA Cares program....
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... – Provide a link to TSA Cares on the airport website and app....
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...videos and other sources of information to navigate the security checkpoint. For example, ...
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...the American Association of Hip and Knee Surgeons developed a video on how to navi-...
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...gate security checkpoints after joint replacement in response to learning about the anxi-...
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...• Long-term partnering strategies. Collaboratively working with TSA to innovate and improve ...
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...remove items such as electronics and liquids from hand luggage....
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...guide travelers, clarify expectations, and provide instructions on what to do can help expedite ...
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...the lines, help create a more orderly divesting process, and may help relieve traveler anxiety....
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...structure to manage increases in passenger flow; however, this is a complex and costly option....
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...• Training in queue management. Training staff and volunteers on better queue management ...
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...can help increase throughput and reduce anxiety levels....
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...• Assignment of lanes to specific traveler segments. Where possible and space ...
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... – Travelers with disabilities and older adults requiring extra assistance...
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...• Utilization of integrated and dynamic communication. Providing advance ...
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...signage and information on which checkpoints are open can avoid scenarios ...
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...where travelers go to a checkpoint and find it closed and have to turn back, ...
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...for security screening should be standardized nationwide so that travelers know what to expect. ...
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...experience. Travelers desire to be processed through the checkpoint as quickly as possible. A ...
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...majority of travelers indicated that entertainment in line would be too distracting and make the ...
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...line move even more slowly. In a high-stress environment where people are more concerned ...
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...However, some airports have successfully incorporated subtle entertainment in lines. A live ...
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...line. Some travelers proposed having music while waiting in line, and the airport may consider ...
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...According to the IATA/ACI Airport Development Reference Manual (ADRM) 11th edition, ...
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...the maximum waiting time at security control should be between 5 and 10 minutes (IATA & ...
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...With the introduction of smart security and new generation equipment, security time could ...
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...opment that offers a much faster, simpler, and less-intrusive process, reducing the stress levels ...
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...• Tracking of passenger flow. A solution created by Quanergy and iinside called LiDAR can ...
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...queues and wait times to see where improvements are needed. Other companies, such as ...
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...traveler experience at the security checkpoint. Several airports are currently trialing the use ...
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...technology at some airports whereby travelers self-scan their passports/driver’s licenses and ...
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...3.9.7 Improve Divestment and Recompose/Recombobulation Spaces...
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...Research indicates that travelers feel there is not enough space for divestment and recovery ...
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...and recomposing/recombobulation can reduce the pressure felt by passengers at these key ...
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...Roller beds and tables can be used to assist travelers with the divestment process without ...
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...the security checkpoint. Visible from the security line, the artwork serves to orient and draw ...
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...passengers forward, as well as to welcome and soften the transition. This elasticity, the ability ...
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...for the differentiation of spaces and use, builds a stronger place and identity (“Every Beating ...
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...A number of travelers indicated a desire to have access to escort passes and were not always ...
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...certain traveler segments such as seniors, travelers with disabilities, and families with children ...
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...Airports such as Tampa International Airport, Seattle–Tacoma International Airport, and ...
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...time with their loved ones and to build experiences at the airport; to make it easier for business ...
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...associates to continue their business until one departs; and to increase post-security revenue, in ...
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...addition to reinforcing positive customer experiences at the airport....
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...• Temperature checks. The TSA and airports are collaborating to identify the best methodolo-...
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...government in an effort to develop a common international standard for health screening ...
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...• Signage with rules and health and safety tips. Provide adequate signage throughout the ...
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...airport reminding travelers of the rules, guidelines, and health and safety tips....
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...Post-security activities include accessing food and beverages, retail, and services and ameni-...
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...ties, as well as transferring to gates and the gate area and boarding....
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...Food and retail ...
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...• Free Wi-Fi and Wi-Fi on an open network (no ...
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...• Most travelers want to see staff smiling and ...
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...greeting people; genuine and welcoming staff. places, sports bars; more local food options, ...
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...gluten-free, vegan/vegetarian options, and ...
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...• Faster food service at restaurants and to go. ...
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...• More “value” and affordable and good quality ...
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...• More grab-and-go options and/or meal kits ...
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...• Combine food, shopping, and open spaces ...
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...• Food options and/or restaurants open later. ...
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...showers. ...
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...• Filtered water and adequate water fountains. ...
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...Amenities and services that may enhance the ...
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...experience include ...
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...• Charging tables and work desks and having ...
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...Amenities and services ...
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...• More comfortable seating and quiet areas: ...
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...to create a more open and warm feeling; ...
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...• Better signage and information on location of ...
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...restaurants and amenities, more directories of ...
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...concourse, flight displays before and right after ...
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...artwork or sculptures, art exhibits, natural and/or ...
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...more colors and glass architecture, improved ...
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...Food and retail ...
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...• Zagat-rated food outlets and more general stores ...
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...risk level to provide airports with information on differing needs for food, retail, amenities, and services among ...
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...Food and retail ...
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...Amenities and services that may enhance the ...
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...coloring books, and entertainment in lines). ...
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...and American food options. ...
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...experience include ...
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...Food and retail ...
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...• Easier access to food concessions and restrooms. ...
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...accessible to blind/low-vision travelers, and kiosks ...
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...• Pods at gates with concessions and bathrooms. ...
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...• Indication of how far the walk to food options is; ...
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...and in close proximity (e.g., for special needs, ...
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...service, moving sidewalks, people movers. ...
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...hotels if stranded, including access to computers ...
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...• Sufficient staff and volunteers to guide travelers ...
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...An airport can take the following actions to address the needs expressed by travelers and ...
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...improve the travelers’ experience post-security....
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...service, casual dining, and/or high-end dining to cater to the specific airport’s ...
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...vacation early and/or appeal to travelers wishing for a better dining experience....
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...organic, gluten-free, vegan/plant-based, and vegetarian options, should be part ...
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...and retail program that separates the good ...
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...Food and retail ...
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...Amenities and services that may enhance the ...
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...experience include ...
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...• Animal relief areas within the secured area and ...
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...• Terminal to be more decorative and less sterile. ...
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...prepared foods and healthy ...
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...Food and retail ...
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...• Preference for freshly prepared foods and home ...
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...Amenities and services that may enhance the ...
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...• Free Wi-Fi and adequate charging ports. ...
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...good signage and directories to indicate locations. ...
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...66 Evaluating the Traveler’s Perspective to Improve the Airport Customer Experience...
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...• Providing mini markets. Mini markets are a good option for offering healthy food and ...
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...• Responding to diverse cultural/religious needs. Through analysis of the demographics and ...
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...• Offering “mindful options.” These include food options that are sustainably and ...
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...restaurants for each concept and require the concessionaire to provide the market ...
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...ing is properly monitored and maintained. Penalties must also be included in the ...
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...Require that concessions be open at least 2 hours prior to the first departing flight and up until ...
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...3.11.3 Provide Local and Unique Food Options...
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...Offering local food creates a sense of place and provides travelers with an opportunity to ...
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...experience the local culture of the city. Concessionaires can create a “sense of place” not only ...
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...through their product offerings but also through visual design and smells that incorporate ...
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...the elements of the city or region. Many airports do offer a variety of local and unique food ...
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...options. However, travelers are often not aware of these since their focus is on what is nearest ...
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...to or on the way to the gate. To enhance the existing food offerings and generate awareness of ...
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...• Provide a list of all restaurant locations within the airport terminal and a designation for ...
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...and directories will meet this need....
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...• Place directories strategically. Place directories at key decision points and provide estimated ...
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...and their location....
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...• Require local brands in the request for proposals. The request for proposals should require ...
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...local brands and farm-to-table options, which have become a popular way to offer fresh ...
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...“[T]he low prices at all food and beverage ...
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...and retail concessions [at Portland ...
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...cost of food and beverage and retail ...
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...of their city and the region, offering travelers a brief glimpse into the local community and ...
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...and traditions of the airport city and region. Airports with a dominant culture may also con-...
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...• Develop an appealing retail environment and layout of concessions. An appealing retail ...
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...environment and the strategic layout of concessions may influence traveler spending. The ...
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...The travel moods of “vacation” for leisure travelers and “quick access” for business travelers ...
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...• Celebrate key events and holidays. This creates a festive atmosphere and enhances the trav-...
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...eler experience. Concessionaires should be aware of key market holidays and celebrate these ...
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...with the concessions through product offerings, promotions, and other events. Some airports ...
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...regularly refresh their concessions to promote or celebrate specific events and holidays such ...
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...as golf tournaments, Cinco de Mayo, Chinese New Year, and so forth. Airports like Changi ...
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...Airport and Incheon Airport have been very successful at recognizing their key markets’ ...
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...holidays and celebrations and have received customer applause for this. Other U.S. airports ...
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...Day, and have live music and/or dancers in central locations in the terminal....
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...• Provide shorter-term leases. Consider creating shorter-term leases for food and beverage ...
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...as needed to meet traveler demands and/or changes....
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...• Be aware of future trends and technology. According to Food Network and the Airport ...
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...Experience News Food and Beverage Trends Report, future trends will include the following:...
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... – Daily delivery of fresh food and produce to cater to changing consumer preferences....
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...68 Evaluating the Traveler’s Perspective to Improve the Airport Customer Experience...
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... – Ethnic foods and spices to appeal to various tastes....
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... – Introduction of craft and specialty beers....
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... – A focus on being more environmentally conscious and reducing food and materials waste. ...
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... – Classic dishes with a twist to appeal to comfort and nostalgia....
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...Another new technology being explored is an in-airport order and delivery app for travelers, ...
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...flight crews, and airport employees, offering an option to have food delivered to the traveler’s ...
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...3.11.4 Offer Speed for Access to Food and/or Delivery Service...
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...Food delivery service to the gate and/or food pick-up services via the use of a mobile app is ...
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...• Use the airport mobile app to promote service. Offering pick-up and delivery services via ...
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...the airport app and/or other app can help travelers find the restaurant they desire, compare ...
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...menus, and place an order for pick-up or delivery. The challenge for airports with offering ...
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...well developed and promoted, it can be a very useful tool in resolving issues experienced by ...
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...program, scannable bar codes and signage at strategic points, directories, and public release ...
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...the airport app by participating in the program, providing signage within their location, and ...
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...with information on restaurants and types of food in airport terminals. Travelers can order ...
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...and pay via the app and receive walking directions to pick up their order. This process puts ...
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...control back into the travelers’ hands....
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...Providing the estimated time to walk to gates via digital signage and/or other signage helps to ...
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...provide travelers with more certainty. Travelers would be less stressed and reassured of proxim-...
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...ity and, therefore, more likely to spend time at concessions before going to their gates. Figure 33 ...
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...Many U.S. airports are constrained by existing infrastructure. However, there are still oppor-...
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...gates. Accommodating this need may significantly increase concession revenues and provide ...
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...a better customer experience. Vancouver International Airport has concessions near the gates ...
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...and has the highest concessions revenue per passenger in North America. Access to concessions ...
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...gate. Additional features such as updates on flight information, entertainment features, and ...
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...suggestions for food and drinks could be considered as part of this amenity. However, ...
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...feedback from certain traveler segments indicates that using such technology and/or smart ...
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...that passengers are more likely to purchase food and/or retail products in closer proxim-...
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...ity to their gate. Provide food kiosks, carts, and coffee and beverage stands near the gates ...
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...Figure 33. Examples of signage and services that ...
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...70 Evaluating the Traveler’s Perspective to Improve the Airport Customer Experience...
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...passengers are, depending on flight arrival and departure times....
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...• Grab-and-go. It is suggested that sit-down restaurants also provide grab-and-go options....
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...Digital directories require more power and maintenance than other forms of communication. ...
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...signage directing travelers to the gates and other key areas (see Figure 34)....
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...to concessions and amenities because it is less intrusive but still informative....
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...3.11.8 Increase Awareness of Restaurants and Shops at the Airport...
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...has placed signage at strategic points throughout the terminal with details on the services and ...
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...(Images source: Oakland International Airport )...
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...Figure 34. Blade and distinguishing signage at Oakland International Airport....
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...72 Evaluating the Traveler’s Perspective to Improve the Airport Customer Experience...
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...various products and services to travelers. Social media platforms can be highly influential in ...
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...• Train airport and volunteer staff on locations of concessions at the airport....
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...includes duty-free sales at airport stores, tripled between 2002 and 2017 to reach $69 billion, ...
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...56 minutes of free time before their flights and typically spend 25 minutes shopping in duty-free ...
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...To take advantage of this retail growth and passenger free time, the airport needs to study the ...
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...cultural and demographic characteristics of passengers, review surveys and comment cards, and ...
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...collaborate with concessionaires to offer a blend of local and national brand products....
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...goods in advance and pick them up at the airport or have them delivered to a traveler’s home. ...
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...Providing options to reserve and pick up products in advance can help counter the effect of ...
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...to make their products available on the airport website and app or have a link to the retail or ...
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...are stored, can be used. Electric vehicles and/or automated or self-driving modules can be ...
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...Los Angeles World Airports (LAWA) and Unibail-...
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...online catalogues of retail options and dining menus along with...
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...sells items such as jackets, gloves, socks and make up kits....
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...the airport and provide travelers quick access to retail items....
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...to pre-order certain products and have them delivered to the ...
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...Experience, 2015)...
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...pushes location-specific offers to peoples’ phones. The technology can also be used to push ...
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...airport-related information such as wayfinding and real-time notifications on wait times, ...
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...traffic conditions, and flight status....
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... – Virtual preview of items. Istanbul Airport’s “Magic Mirror” app allows travelers to see how ...
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...watches, sunglasses, accessories, clothes, and make-up would look on them without physi-...
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...complimentary masks and hand sanitizers, other airports offer a variety of personal protec-...
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...PPE vending machines to offer travelers a variety of products such as hand-sanitizing wipes, ...
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...gloves, and so forth (see Figure 37)....
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...3.11.10 Improve the Experience of Waiting at the Gate...
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...Practices that can improve the experience of waiting at the gate include the following:...
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...charging outlets at tables, or standalone charging stations and/or lockers....
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...74 Evaluating the Traveler’s Perspective to Improve the Airport Customer Experience...
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...segments for quiet spaces, spaces to work, and areas for children to play, one solution, which ...
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...• Business zone. This would be a specific area with tables, seating, and charging outlets in the ...
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...travelers and/or the overflow of business travelers. Business travelers frequently need to be ...
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...able to work on their devices and/or charge their devices and accept and make phone calls ...
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...while waiting to board. Planters and/or noise reduction efforts with seating for these types of ...
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...ing the gate areas and partitioned using a screen, divider, or planters to ...
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...every few gates, and seating should be at the furthest most point from the ...
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...• Family zone. This zone would be located away from the business and quiet ...
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...zones and partitioned off to provide children with a small play area, includ-...
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...ing some limited equipment and/or visual displays to help occupy chil-...
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...Zones, specially designed to encourage interactive play and exploration ...
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...and Cultures...
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...Assess the demographic and cultural characteristics of the airport’s travelers to determine ...
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...the most suitable amenities and services needed post-security. For example, PDX has a cinema ...
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...called the Hollywood Theatre that shows short features to entertain people while they wait for ...
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...their flights. It is especially handy for those traveling with children and as a family (McGlothan, ...
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...2019). Other airports offer indoor golf experiences, bowling, and so forth....
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...is available at no cost, and business ...
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...travelers can have access to Wi-Fi and ...
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...register via the “Espace business” and ...
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...Airports can provide nursing rooms or standalone pods or include nursing facilities within ...
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...family restrooms (see Figure 39). Signage and directions to locate these amenities and to find ...
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...the next closest one if a room or pod is full should be included on the website and airport and ...
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...3.11.14 Utilize Technology to Improve the Customer Experience...
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...Airports can improve the customer experience with technology by...
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...convenient areas. Handheld devices could also be provided to staff and volunteers who are ...
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...3.11.15 Provide Directories and Maps That Are Easy to Locate ...
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...and User Friendly...
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...concessions and/or amenities. While this is feasible, airports are moving toward a more digi-...
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...tal environment. Interactive directories reduce the need for additional concession and services ...
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...Figure 39. Standalone nursing facility....
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...76 Evaluating the Traveler’s Perspective to Improve the Airport Customer Experience...
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...paper maps. However, for airports that would like to accommodate the need for paper maps, ...
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...• Paper maps or brochures. Provide paper maps and brochures at airline check-in, post- ...
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...security, and/or next to the directories....
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...Customer experience staff and volunteers should be easily identifiable through clothing or ...
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...badging. Train customer experience staff and volunteers to be proactive in recognizing when ...
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...The security process can be a daunting experience even for the most seasoned of travelers. ...
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...While there are numerous ways the airport can enhance the traveler’s experience at the security ...
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...checkpoint, it remains an invasive experience. There are several ways that an airport might ...
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...“repair” the travelers’ experience as they exit security (and this applies to other areas of the ...
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...• Provision of hydration stations. Providing a hands-free hydration station allows travelers ...
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...to fill reusable water bottles, which encourages sustainability and improves the traveler ...
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...experience (see Figure 40)....
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...promote local artists, as well as the city and region, and has been shown to have a calming ...
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...• Use of therapy animals. The use of therapy dogs and other animals has been found to be ...
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...• Creation of a welcoming, more decorative, relaxing, and calming environment through ...
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...holistic design of airports. Lighting, the introduction of plants, fabrics, art, and other design ...
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...through the incorporation of green spaces throughout the terminal, lighting, noise, and sound ...
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...Airports are opening up outdoor terraces and observa-...
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...an outdoor terrace and observation deck (see Figure 41)....
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...terminals and invites travelers to rediscover the excitement and magic ...
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...Passenger Experience with New Outdoor Terrace, ACI-NA, 2019)....
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