State of Airport Loyalty Programs (2023)

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53   A P P E N D I X A Survey Questionnaire Link to the Survey https://purdue.ca1.qualtrics.com/jfe/form/SV_4MCHWzJ9fAHoZmK The Flow of Survey Modules

54 State of Airport Loyalty Programs Start of Block: Consent Q1.1 Consent Dear airport representative, You are invited to complete a survey for research purposes. The survey is part of Airport Cooperative Research Program Synthesis S21-01-27, State of Airport Loyalty Programs. This research aims to provide a comprehensive overview of the current status of airport loyalty programs, including development, monetization, and the value of program adoption to the airports. This survey will ask a few questions about how your airport operates, builds, or plans an airport loyalty program. In case your airport does not currently operate a loyalty program, we still want to hear your views on an airport loyalty program. You are not expected to know the answers to all the questions, and we have provided you with the option of indicating, “I don’t know.” The survey should take 10 – 30 minutes to complete, depending on the circumstance of your airport. Participating in this survey is voluntary and is not an expectation or requirement of your job. You will not receive any cash payment or any other financial compensation for completing this survey, nor will you receive any penalty for refusing to take the survey. To the best of our knowledge, there are minimal risks associated with your participation in this survey, psychologically or physiologically. The research team will ensure your data will be securely protected. The information you share with us will only be used in this project. If you have questions or concerns about the survey or the study itself, please contact Dr. Yi GAO (the Principal Investigator). If you have questions about your rights as a participant or are concerned with your treatment throughout the research process, please contact the Purdue University Institutional Review Board (IRB). By selecting “I agree” below, you indicate that: • You are 18 years or older at the time of the survey, • You work in a department/team that operates, builds, plans, or works with the loyalty program for your airport, and • You consent to complete this survey. I agree I disagree Skip To: End of Survey If Consent Dear airport representative, You are being invited to complete a survey for research... = I disagree End of Block: Consent

Survey Questionnaire 55   Start of Block: Demographics Q2.1 Which airport do you work for? (Use the 3-letter IATA airport code, e.g., SFO or JFK) Q2.2 Which of the following departments best describes your current role/position? Finance Marketing C-suite Terminal Operations (airport services, custom relations...) Landside Operations (parking, ground transportation network...) Safety & Security Information Technology (IT) or related departments Development & Sustainability Other, please specify below __________________________________________________ Q2.3 Is your airport a partner of a multi-airport customer loyalty program that is independent of any airport? Yes. Our airport is a current partner of a multi-airport customer loyalty program. (Please also provide the name of the program below) __________________________________________________ No. But our airport was a former partner of a multi-airport customer loyalty program. (Please also provide the name of the program below) __________________________________________________ No. Our airport is NOT, but I know some of the retailers at our airport have joined the network of a multi-airport customer loyalty program. (Please also provide the name of the program below, if you know it) __________________________________________________ No. Our airport has never been a partner of a multi-airport customer loyalty program. I am not sure.

56 State of Airport Loyalty Programs Q2.4 Note: When we mention an “airport loyalty program” (or simply a “loyalty program”) in the rest of this survey, we are referring to a loyalty program operated by an individual airport rather than a multi-airport program. I acknowledge. Q2.5 Which of the following statements best describes the situation of your airport? My airport is currently OPERATING an independent airport loyalty program. My airport is currently BUILDING an independent airport loyalty program. My airport has previously CONSIDERED an independent airport loyalty program, but we decided not to pursue it. My airport has previously operated an independent loyalty program, but the program has been TERMINATED. I do not have enough information to answer this question accurately. End of Block: Demographics

Survey Questionnaire 57   Start of Block: Operating a program Q3.1 Approximately when did your airport loyalty program begin operations? 2000 or earlier 2001-2005 2006-2010 2011-2015 2016-2020 2021 or later I am not sure. Q3.2 As of 2022, how many members does your airport loyalty program have in total? 10,000 or less 10,001 – 50,000 50,001 – 100,000 100,001 – 500,000 500,001 – 1,000,000 1,000,001 or more I am not sure.

58 State of Airport Loyalty Programs Q3.3 In 2021, how many NEW members did your loyalty program acquire? 1,000 or less 1,001 – 5,000 5,001 – 10,000 10,001 – 50,000 50,001 – 100,000 100,001 or more I am not sure. Q3.4 How many members of your loyalty program are ACTIVE? (Criterion: An active member is defined as someone who has at least one transaction with the program in the last 12 months.) 10,000 or less 10,001 – 50,000 50,001 – 100,000 100,001 – 500,000 500,001 – 1,000,000 1,000,001 or more I am not sure.

Survey Questionnaire 59   Q3.5 Does your airport loyalty program charge a joining fee or membership fee for NEW members? No. Our program is FREE to enroll in and open to anyone. Yes. Our program CHARGES new members the joining fee to become members. Yes and no. Our program offers free memberships for basic members and paid memberships for elite/premier members concurrently. I am not sure. Q3.6 Does your airport loyalty program charge annual membership fees for EXISTING members? No. Our program is FREE for all members. Yes. Our program charges annual membership fees for existing members. Yes and no. Our program offers free memberships for basic members and paid memberships for elite/premier members concurrently. I am not sure. Q3.7 How do members sign up for your airport loyalty program? (Choose ALL that apply) Members can sign up online. Members can sign up at dedicated booths/desks at our airport or other off-site locations within our primary catchment areas. Eligible members will receive invitations once they meet certain criteria. Other approaches. Please provide more information: __________________________________________________ I am not sure.

60 State of Airport Loyalty Programs Q3.8 How does your airport loyalty program identify membership information when members transact with your airport or your business partners? (Choose ALL that apply) Our program uses magnetic stripe cards. Our program uses chip cards. Our program uses contactless smart cards/tags, such as near-field communication (NFC) or radio-frequency identification (RFID) cards/tags. Our program uses barcodes. Our program uses QR codes. Our program uses unique IDs such as membership IDs/mobile numbers/emails. Our program uses pre-linked credit/debit cards. Other, please specify: __________________________________________________ I am not sure. Q3.9 Does your loyalty program have a rewards system that allows members to earn, collect, and redeem points for awards? Yes No I am not sure.

Survey Questionnaire 61   Q3.10 How does your loyalty program measure members’ activities? (Choose all that apply.) Our program uses the DOLLAR values of transactions to measure members’ activities. For instance, if a member spends $50 on airport parking, a corresponding number of points will be awarded to the member’s account. Our program uses the NUMBER of transactions to measure members’ activities. For instance, if a member flies 10 times in a year from our airport, or parks 10 times at our airport parking facilities, the profile of the member will show such numbers of activities, regardless of the exact airfares or total parking expenses. Our program uses other methods (please provide more information below) __________________________________________________ I am not sure. Q3.11 How can members of your airport loyalty program manage their accounts? (Choose all that apply.) Members can manage their accounts using web browsers. Members can manage their accounts using smartphone applications. Members can manage their accounts by calling customer services. Members can manage their accounts by emailing customer services. Members can manage their accounts by visiting our offices. Other, please specify: __________________________________________________ I am not sure. Q3.12 Does your loyalty program have any tiers or levels of membership? Yes. Our program offers multiple tiers/levels of membership based on members’ activities or fees paid. No. Our program does NOT further differentiate members. All members have the same access to all program benefits. I am not sure.

62 State of Airport Loyalty Programs Q3.13 Does your airport loyalty program have any business partners (any businesses other than the airport itself)? Yes. Our program has business partners from which our members can earn rewards. No. Our program does NOT have any business partners. Our members can only earn rewards from their activities with our airport. I am not sure. Display This Question: If Does your airport loyalty program has any business partners (any businesses other than the airport... = Yes. Our program has business partners from which our members can earn rewards. Q3.14 How does your airport identify and grow business partners? (Choose all that apply.) Most of our partners approached us for business collaborations. Our program has dedicated business development persons/teams to seek potential partners. Other (please provide more information) __________________________________________________ Q3.15 Which of the following areas can members of your program EARN rewards from? (Choose ALL that apply) Car Parking Concessions/Retail Car Rental Airport Lounges Flights departing from or arriving at the airport Paid Wi-Fi Other services, please specify: __________________________________________________ I am not sure.

Survey Questionnaire 63   Q3.16 Which of the following can members of your program REDEEM? (Choose ALL that apply) Parking voucher/coupon/credit/discount Concessions/retail credit/discount Car rental credits/discount Airport lounges access Access to airport amenities, such as conference rooms Priority security check or boarding General merchandise gift cards Award flights or credits to purchase flight tickets Wi-Fi access Transfer to other rewards/loyalty programs Entries in a lottery draw Other services or products, please add them below: __________________________________________________ I am not sure. Q3.17 Was your airport loyalty program developed in-house or through collaborations with external partners? Our program was developed in-house by our own team. Our program was developed by an external partner. (Please provide the name of the partner) __________________________________________________ I am not sure. Display This Question: If Was your airport loyalty program developed in-house or through collaborations with external partn... = Our program was developed by an external partner. (Please provide the name of the partner)

64 State of Airport Loyalty Programs Q3.18 Why does your airport choose to work with external companies to develop the loyalty program? (Choose ALL that apply) We do not have the expertise to build the program in-house. We want to minimize the risks during this process, including budget and progress. We want to ensure our program follows the best practices in the loyalty sector. Other reasons, please provide more information here: __________________________________________________ I do not have enough information to answer this question. Q3.19 Is your airport loyalty program operated by the airport or by external business partners? Our airport loyalty program is operated by the airport. Our airport loyalty program is operated by external business partners. [Please provide more information about the partner(s)] __________________________________________________ I am not sure. Q3.20 How does your airport loyalty program manage members’ data and activities? (Choose all that apply.) Our program uses a dedicated customer relationship management (CRM) system. (Please specify your CRM system and its vendor.) __________________________________________________ Our program uses a dedicated customer data platform (CDP). (Please specify your CDP and its vendor.) __________________________________________________ Our program uses a database. (Please specify your database and its vendor.) __________________________________________________ Our program uses spreadsheets, such as Microsoft Excel or Google Sheets. Our program uses other approaches. Please specify: __________________________________________________ I am not sure.

Survey Questionnaire 65   Q3.21 How does your airport loyalty program reconcile members’ activities with business partners? (Choose ALL that apply) Our program provides application programming interface (API) for business partners to transfer data. Our program is based on blockchain technology or distributed ledger technology. Transactions are recorded and accessed by multiple involved parties in near real-time. Our program receives digital journals of members’ activities from partners periodically, and we use those journals to reconcile. Our program does NOT currently have any external business partners. We do not have this need. Our program uses other methods (please provide more information below) __________________________________________________ I am not sure. Q3.22 Which of the following benefits can be associated with your airport loyalty program? (Choose all that apply) Our program has made our customers loyal to us: Customers are more likely to fly with us when it comes to air travel. Our program enables us to know more about our customers: We now have access to customer data that we never had before. Our program enables us to talk to our customers directly using the contact information provided by customers. Our program has increased members’ average spending at airports, especially compared with non-members. Our program has enhanced the branding of our airport. Other, please add __________________________________________________ I don’t have enough information to answer this question.

66 State of Airport Loyalty Programs Q3.23 Which of the following challenges can be associated with your airport loyalty program? (Choose ALL that apply) Our membership base is still weak: Our program does not attract sufficient members. Our program does not generate sufficient revenues to make the program sustainable. The cost of operating our program is too high. Our program is struggling to develop new partnerships. Our program does not have adequate support from senior management. Other, please add __________________________________________________ I don’t have enough information to answer this question. Q3.24 Is there anything else about your airport loyalty program that you want to share with us? End of Block: Operating a program

Survey Questionnaire 67   Start of Block: Building a program Q4.1 When did your airport start building the loyalty program? 2020 or earlier 2021 2022 I am not sure. Q4.2 According to the current plan, when will your airport loyalty program begin operations? 2022 2023 2024 2025 or later I am not sure. Q4.3 Is there anything about your airport loyalty program that you want to share with us? End of Block: Building a program

68 State of Airport Loyalty Programs Start of Block: Considered but decided not to pursue Q5.1 When was the last time your airport considered the loyalty program? 2010 or earlier 2011-2015 2016-2019 2020 or later I am not sure about the year. Q5.2 What were the reasons your airport eventually dropped the idea of developing an airport loyalty program? (Choose ALL that apply) We could not identify clear benefits. The cost of development and operations is too high. We did not have senior management support. Our market research results indicated that we did not have enough interest from our target market. We did not find the right development team. Others, please add __________________________________________________ I don’t have enough information to answer this question. Q5.3 Is there anything else about airport loyalty programs that you want to share with us? End of Block: Considered but decided not to pursue

Survey Questionnaire 69   Start of Block: Terminated loyalty program Q6.1 Approximately when did your previous loyalty program start? 2010 or earlier 2011-2015 2016-2020 2021 or later I am not sure. Q6.2 Approximately how many years had your loyalty program operated? Less than 1 year 1 – 3 years 4 – 6 years 7 years or longer I am not sure. Q6.3 What are the reasons your airport terminated the airport loyalty program? (Choose ALL that apply) We did not see a clear benefit. The cost of operations was too high. Our membership base was not strong enough. We did not have sufficient support from the senior management team. Others, please add: __________________________________________________ I don’t have enough information to answer this question. Q6.4 Is there anything else about your airport loyalty program that you want to share with us? End of Block: Terminated loyalty program

70 State of Airport Loyalty Programs Q7.1 If you don’t mind a follow-up call or visit for us to learn more information about your airport loyalty program, could you please leave your name, email, and phone number below? I do not wish to be called or visited. My contact information is: __________________________________________________ Start of Block: Contact