Heathrow Airport
As consumers, we expect a high-level of customer experience across every facet of our lives, so why shouldn’t we have this at the airport too? Thankfully, a renewed focus on passenger experience by airport designers, managers and suppliers is changing the airport for the better.
For some, the airport can be the most stressful and unpleasant part of a trip. When you consider the UK’s busiest airport, Heathrow, sees on average over 200,000 passengers come through its doors each day, it’s easy to understand why. For business travellers in particular, the airport can be a thorn in their side – a regular part of their working routine which can be unproductive and often eats into personal time.
As consumers, we expect a high-level of customer experience across every facet of our lives, so why shouldn’t we have this at the airport too? Thankfully, a renewed focus on passenger experience by airport designers, managers and suppliers is changing the airport for the better. Many terminals across the world are now transforming to better appeal to travellers; meeting their needs and desire for a seamless travel experience and changing our perceptions of airports. In fact, recent research from Collinson Group showed that 53 per cent of travellers now say they enjoy the time they spend in airports. So why is this change in perception occurring?
Digital push to create a seamless experience
Airports are striving to keep up with connected, fast-paced passengers to make their journey as seamless as possible. From the moment one enters through the terminal doors, to the second their feet touch foreign soil, digital tools are playing an increasingly important role. Electronic self-service check-in facilities and bespoke mobile phone applications, designed to help navigate through airport processes, from check-in to boarding, and bag drop to shopping, are testament to this. Expect to see more digital advancements in future, from robots greeting passengers, to facial-recognition while boarding.
Creation of shopping and dining havens
There’s been a huge push to expand retail options, particularly around adding luxury shops, expanding duty free discounts and introducing top-class restaurants in airports. At Sydney’s Kingsford Smith International Airport, they’re serving up signature dishes from some of the city’s top restaurants. Slightly closer to home, Gatwick invited an award-winning restaurant – Grain Store – into the airport, while Heathrow boasts over 20 fashion and luxury brands including Harrods and Louis Vuitton for shoppers indulge in some retail therapy before flying.
Emergence of entertainment and leisure hubs
Some airports are storming ahead, creating exciting entertainment and leisure hubs which could rapidly becoming a staple of the airport of the future. Singapore’s Changi Airport has two 24-hour cinemas and game-console booths that are free to use. Hong Kong International Airport’s visitors can enjoy a high-tech golfing simulator endorsed by the Women’s PGA tour, and fly north-east to Seoul-Incheon, and you can even enjoy a 330-yard driving range. If you fancy something calmer, there’s even a museum at Athens International Airport.
Quiet sanctuaries to unwind and work away from the crowds
A big emphasis has been put on creating sanctuaries for passengers to relax ahead of flights. At Dubai International Airport, there is an indoor oasis called ‘Zen Gardens’ and Sleep Pods for weary travellers, while Heathrow’s Aspire Lounge has a spa with express treatments and Vancouver boasts a few aquariums. Added to this, most airports around the world now have premium lounges where both leisure and business passengers can take advantage of quiet, connected spaces and complimentary snacks and drinks.
As digital technologies become even more prolific and smarter, expect airports to look at new ways of using passenger data to tailor experiences and make them more intuitive; whether that’s sending personalised retail offers to mobiles through beacons at the airport or allowing passengers to check-in via biometrics. While it’s been a challenge to change our negative connotations with the airport experience, expect to see a lot more progress over the coming years as they continue to innovate and transform into a destination in their own right.
Justin Banon is Director of Priority Pass. He has worked in Lifestyle Benefits at Collinson Group, owner of Priority Pass, for more than ten years.
