Report: Airports should follow other models in future
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Airports should look to mini-cities, walkway, bus station and shopping mall operating models to reinvent the customer experience while in transit, a new report has said.
In the report, commissioned by Amadeus and named ‘Reinventing the Airport Ecosystem’, it suggests airports could become a self-sufficient entity with retail, entertainment, dining, work spaces and accommodation (mini-city) or integrate its local culture to reflect its surrounding area. Some other travellers thought the shopping mall model would become more predominant in the next 13 years (15%), while other models include a ‘virtual terminal’ where customers look after themselves or the bus model for low-cost travel.
“Imagine an airport where the retail experience is so impressive you choose to shop there without even flying; or using an in-flight app to make purchases you can pick up once you’ve landed. It’s an exciting future but airports, airlines and the whole eco-system need to make co-operative decisions to unlock this potential,” said Julia Sattel, SVP airline IT at Amadeus.
The report follows high media coverage of airports in recent weeks, as London braces itself for an influx of tourists in the following months. As well as high immigration queues, airports are also being hit by workers strikes and in turn, some passengers are pushing more than ever for a stress free experience at airports.
Three quarters (76%) of Amadeus’ respondents though the airport journey was inefficient and 81% want to feel the local culture in an airport. Technology will also drive the experience, with 63% of travellers keen to use their phone (similar to London’s oyster cards); while 59% want to use frequent flyer cards as a permanent boarding pass and 48% want to automate airport processes altogether. Social media will also play a larger part in communication of information and updates.
“Indeed, it is only through closer collaboration that this new airport ecosystem can truly become a reality. I hope this report provokes both discussion and debate within the industry and offers at the same time a glimpse of how the overall traveller experience will be improved to 2025 and beyond,” said John Jarrell, VP and head of airport IT at Amadeus. It used this swish infographic to show what the respondents thought.
The report can be downloaded at www.amadeus.com/airportecosystem.