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From page 23... ... 23 C H A P T E R 3 This chapter presents a summary of the traveler's perspective of the airport departure journey along with suggestions for addressing key issues and challenges. The traveler comments presented in this chapter are intended to be illustrative of the kinds of experiences travelers may encounter during their airport departure journey. Read the entire page →
From page 24... ... 24 Evaluating the Traveler's Perspective to Improve the Airport Customer Experience expressed by travelers at each journey point. More detail on each journey point will be provided in this chapter. Read the entire page →
From page 25... ... Departure Journey 25 3.2 Activities Prior to Departing for the Airport -- Travelers' Perspectives Activities prior to departing for the airport include research to obtain information related to travel (using the airport website and/or airport app or contacting the airport) and also participation in special programs/tours of the airport, etc. Read the entire page →
From page 26... ... 26 Evaluating the Traveler's Perspective to Improve the Airport Customer Experience Travelers with disabilities • Ease of access to information related to wheelchair services, clarity on entity responsible for providing wheelchair services. • Ease of access to airport customer service. Read the entire page →
From page 27... ... Departure Journey 27 3.3.2 Improve Access to Information via the Airport Website A user-friendly airport website needs to include information pertinent to the traveler. Traditionally, airport websites have focused on the things that are interesting to the airport, not to the people who access it, i.e., travelers. Read the entire page →
From page 28... ... 28 Evaluating the Traveler's Perspective to Improve the Airport Customer Experience (Image source: Phoenix Sky Harbor International Airport website) Phoenix Sky Harbor International Airport website: Easily navigable website Provides key information desired by travelers up front including security wait times, TSA PreCheck hours, parking reservation, services for travelers requiring extra assistance, and directions getting to/from the airport Pull-down menus offer further information in an easily accessible one-click format General Traveler specific • Flight status. Read the entire page →
From page 29... ... Departure Journey 29 3.3.3 Improve Access to Information Through a Mobile Application Although in the research travelers indicated a preference for using the airport website over the airport app, according to the International Air Transport Association (IATA) 2019 Global Passenger Survey, the use of smartphone apps is on the rise. Read the entire page →
From page 30... ... 30 Evaluating the Traveler's Perspective to Improve the Airport Customer Experience matter which platform the user chooses. Also, additional marketing is required to educate the public that the airport app is available, is free, and has valuable information. Read the entire page →
From page 31... ... Departure Journey 31 consider partnering with app providers that offer visual interpretation of the space through a smartphone to aid blind/low-vision travelers. 3.3.4 Provide Ability to Pre-Book Parking Spaces Travelers would like to have more control over their experience arriving at the airport, particularly with parking. Read the entire page →
From page 32... ... 32 Evaluating the Traveler's Perspective to Improve the Airport Customer Experience The Singapore Changi Airport website has a section dedicated to key promotions and zoomable maps allowing the user to determine how close their desired stores/amenities are to their gate. In addition, it provides an itinerary of things to do at the airport depending on the length of the layover. Read the entire page →
From page 33... ... Departure Journey 33 3.3.6 Offer Complimentary or Pre-Paid Meet and Assist Service A number of airports worldwide offer a pre-paid meet and assist service. Read the entire page →
From page 34... ... 34 Evaluating the Traveler's Perspective to Improve the Airport Customer Experience Rehearsal Programs There are currently at least 15 airports nationwide that offer "rehearsal programs" that are designed to help ease the anxiety of travelers with special needs. These programs are typically scheduled and are offered anywhere from monthly to biannually by the various airports implementing them. Read the entire page →
From page 35... ... Departure Journey 35 I Perspective shared by the general traveler population Wayfinding • Limited notice on when to change lanes in advance of needing to do so. Read the entire page →
From page 36... ... 36 Evaluating the Traveler's Perspective to Improve the Airport Customer Experience Military travelers • Clarity and placement of road signage to the terminal. • Availability of parking. Read the entire page →
From page 37... ... Departure Journey 37 3.5 Arrival at the Airport for Departure -- Actions for Airports The arrival at the airport is the traveler's first impression of the airport and can set the tone for the rest of the journey. The following are actions the airport can take to improve travelers' experience upon arrival at the airport. Read the entire page →
From page 38... ... 38 Evaluating the Traveler's Perspective to Improve the Airport Customer Experience 3.5.2 Address Existing Parking Challenges While Preparing for the Future of Self-Driving Cars Airports are working to resolve issues with parking availability at the same time they are responding to the growing trend of using transportation network companies (TNCs) and the future trend of self-driving cars. Read the entire page →
From page 39... ... Departure Journey 39 (including availability and reliability) can alleviate some of the pressure on parking spaces and provide a viable option for travelers going to and coming from the airport. Read the entire page →
From page 40... ... 40 Evaluating the Traveler's Perspective to Improve the Airport Customer Experience – Provide adequate shelter at shuttle stops and other waiting areas. Travelers have expressed a concern that waiting areas for ground transportation and taxis are often outside without adequate shelter. Read the entire page →
From page 41... ... Departure Journey 41 • Designated waiting area for vehicles. Provide adequate and clear signage for waiting areas. Read the entire page →
From page 42... ... 42 Evaluating the Traveler's Perspective to Improve the Airport Customer Experience can provide easy access to customer assistance by linking travelers to the airport's customer service department or desk (directly through the airport app or through the use of scannable bar codes) with an option to communicate via live chat, voice, or in person. Read the entire page →
From page 43... ... Departure Journey 43 • Customer service staff with tablets and/or mobile devices. The tablet can be used to translate, request and log wheelchairs, or provide other assistance. Read the entire page →
From page 44... ... 44 Evaluating the Traveler's Perspective to Improve the Airport Customer Experience locations such as the perimeter of parking garages and lots because it can be challenging for travelers to navigate baggage when they have physical limitations or children. Airports need to review liability issues if they are providing luggage carts in these areas, as well as consider costs versus increased customer satisfaction. Read the entire page →
From page 45... ... Departure Journey 45 3.6 Pre-Security Activities -- Travelers' Perspectives Pre-security activities include check-in; pre-security services; and amenities including concessions, restrooms, and experience with customer service counters. Read the entire page →
From page 46... ... 46 Evaluating the Traveler's Perspective to Improve the Airport Customer Experience Segment Drivers of emotional risk Specific traveler comments Travelers with disabilities • Availability of accessible kiosks for travelers with disabilities. • Availability of human assistance. Read the entire page →
From page 47... ... Departure Journey 47 culture of families and friends being part of the arrival and departure experience. Nonetheless, options for addressing this need include the following: • Review the cultural demographics of the airport's local community to determine whether pre-security restaurants are desired. Read the entire page →
From page 48... ... 48 Evaluating the Traveler's Perspective to Improve the Airport Customer Experience 3.7.3 Create a Better-Organized Departure Hall The following elements can contribute to a better-organized departure hall: • Self-service kiosks and automated bag drop. Self-service kiosks (to print boarding passes, scan passports, and print bag tags) Read the entire page →
From page 49... ... Departure Journey 49 3.7.4 Improve Customer Assistance Provide training to increase empathy for and understanding of the needs of unique traveler segments by • Providing training to wheelchair operators and all those with a direct customer interface to understand the needs and preferences of the diverse travelers being served. • Developing a coordination plan between the airport's customer experience department and the airlines or third-party providers to ensure the wheelchair experience is seamless and meets customer expectations. Read the entire page →
From page 50... ... 50 Evaluating the Traveler's Perspective to Improve the Airport Customer Experience 3.7.6 Collaborate with Airlines to Enhance the Experience for Frequent Travelers Creating a seamless experience requires the airport to collaborate with its business partners. Several sources of research indicate that many business travelers avoid the check-in counters and prefer to get through security as fast as possible. Read the entire page →
From page 51... ... Departure Journey 51 (Source: Neuser, 2019) Retail Choice & Concept Food & Beverage Parking / Transportation Security Figure 26. Read the entire page →
From page 52... ... 52 Evaluating the Traveler's Perspective to Improve the Airport Customer Experience I Perspective shared by the general traveler population Signage/instructions • Provision of signage indicating wait times for processing through security lines. Read the entire page →
From page 53... ... Departure Journey 53 Segment Drivers of emotional risk Specific traveler comments Families with children • Number of lanes and staff members manning the lines. • Efficiency and organization of queues. Read the entire page →
From page 54... ... 54 Evaluating the Traveler's Perspective to Improve the Airport Customer Experience Segment Drivers of emotional risk Specific traveler comments • Availability of verbal and visual instructions on screening process; availability of advance instructions. • Efficiency and organization of queues. Read the entire page →
From page 55... ... Departure Journey 55 3.9 The Security Experience -- Actions for Airports An airport can take the following actions to address the needs expressed by travelers and improve the travelers' experience at the security checkpoint. 3.9.1 Reduce Wait Time and/or Perception of Wait Time at the Security Checkpoint Travelers feel more stressed where they face unpredictability. Read the entire page →
From page 56... ... 56 Evaluating the Traveler's Perspective to Improve the Airport Customer Experience app and website can help manage expectations and help the traveler feel like they are more in control of their journey. Receiving notifications about wait time at immigration and security was indicated as the top need by North Americans in the 2018 IATA Global Passenger Survey. Read the entire page →
From page 57... ... Departure Journey 57 • Option for passengers to purchase one-time fast-track passes. Airports may consider providing the option to purchase a one-time fast-track pass, especially if passengers are running late, rather than having to sign up for a membership. Read the entire page →
From page 58... ... 58 Evaluating the Traveler's Perspective to Improve the Airport Customer Experience • Provide incentives to TSA. Offering incentives to TSA staff such as an employee breakroom that is easily accessible and provides an environment for employees to unwind away from the public eye can help create good relations between the airport and the TSA staff. Read the entire page →
From page 59... ... Departure Journey 59 3.9.4 Ensure Consistency in the Screening Process The variations in the security process can lead to frustration for the traveler. For example, certain airports require liquids to be placed outside the bag, whereas other airports do not. Read the entire page →
From page 60... ... 60 Evaluating the Traveler's Perspective to Improve the Airport Customer Experience and recomposing/recombobulation can reduce the pressure felt by passengers at these key points of the security process. Roller beds and tables can be used to assist travelers with the divestment process without disrupting the flow. Read the entire page →
From page 61... ... Departure Journey 61 3.9.9 Enhance Safety Measures Several processes being implemented by airports to enhance safety measures include the following: • Temperature checks. The TSA and airports are collaborating to identify the best methodologies for registering passengers' temperatures during the COVID-19 outbreak. Read the entire page →
From page 62... ... 62 Evaluating the Traveler's Perspective to Improve the Airport Customer Experience Amenities and services that may enhance the experience include • Charging tables and work desks and having outlets available near seating at restaurants to plug in computers. • Desire for a place to sit with a view of the runway/aircraft observation decks while waiting. Read the entire page →
From page 63... ... Departure Journey 63 Non-native English speakers • Availability of foods that cater to various dietary restrictions. • Availability of staff able to communicate in different languages. Read the entire page →
From page 64... ... 64 Evaluating the Traveler's Perspective to Improve the Airport Customer Experience • Family-sized restrooms. • Accessibility for wheelchairs at waiting areas/restaurants. Read the entire page →
From page 65... ... Departure Journey 65 3.11 Post-Security Activities -- Actions for Airports An airport can take the following actions to address the needs expressed by travelers and improve the travelers' experience post-security. 3.11.1 Offer a Variety of Food Options For food options post-security, airports should consider: • Offering a variety of types of food. Read the entire page →
From page 66... ... 66 Evaluating the Traveler's Perspective to Improve the Airport Customer Experience • Providing universally accepted snacks. Snack options should meet the needs of the diverse traveler base. Read the entire page →
From page 67... ... Departure Journey 67 (Images source: OTG website) • Create a sense of place. Read the entire page →
From page 68... ... 68 Evaluating the Traveler's Perspective to Improve the Airport Customer Experience – Ethnic foods and spices to appeal to various tastes. – Introduction of craft and specialty beers. Read the entire page →
From page 69... ... Departure Journey 69 and pay via the app and receive walking directions to pick up their order. This process puts control back into the travelers' hands. Read the entire page →
From page 70... ... 70 Evaluating the Traveler's Perspective to Improve the Airport Customer Experience in space-constrained areas. These units could be moved so that the food is located where passengers are, depending on flight arrival and departure times. Read the entire page →
From page 71... ... Departure Journey 71 (Images source: Oakland International Airport ) Figure 34. Read the entire page →
From page 72... ... 72 Evaluating the Traveler's Perspective to Improve the Airport Customer Experience • Strategically manage social media. Craft messages on social media platforms to promote various products and services to travelers. Read the entire page →
From page 73... ... Departure Journey 73 • Use iBeacon technology. Hong Kong International Airport utilizes iBeacon technology that pushes location-specific offers to peoples' phones. Read the entire page →
From page 74... ... 74 Evaluating the Traveler's Perspective to Improve the Airport Customer Experience 3.11.11 Create Zones to Address Traveler Needs The space constraints at U.S. airports make it a challenge to offer lounges to travelers who do not pay for them or are not frequent fliers. Read the entire page →
From page 75... ... Departure Journey 75 3.11.13 Provide Nursing Rooms or Pods in All Terminals New national regulations state that airports must provide nursing facilities for mothers. Airports can provide nursing rooms or standalone pods or include nursing facilities within family restrooms (see Figure 39) Read the entire page →
From page 76... ... 76 Evaluating the Traveler's Perspective to Improve the Airport Customer Experience paper maps. However, for airports that would like to accommodate the need for paper maps, the following guidelines could be helpful: • Static maps. Read the entire page →
From page 77... ... Departure Journey 77 • Creation of a calming environment through art installations. Displaying local art helps to promote local artists, as well as the city and region, and has been shown to have a calming effect on travelers. Read the entire page →

From page 23...

... 23 C H A P T E R 3 This chapter presents a summary of the traveler's perspective of the airport departure journey along with suggestions for addressing key issues and challenges. The traveler comments presented in this chapter are intended to be illustrative of the kinds of experiences travelers may encounter during their airport departure journey.