It’s no secret that technology is the key to improving the overall offering of the aviation industry. However, intelligent planning, procurement and deployment of the right technologies will enable the most decisive impact on the final passenger experience.
Airports are at the forefront of this new wave of tech-based innovation and experimentation. Leading hubs around the world continue to push the boundaries of what they can reliably offer to delight, surprise and impress their customers.
Prioritising Passengers – Their needs come first
While robotic cleaners and AI-empowered shopping experiences certainly look and feel futuristic, the deeper importance of digital empowerment of airports is that it can cut to the heart of passengers’ needs while overcoming their pet peeves and concerns.
To truly leverage technology effectively so that it boosts passenger friendliness, airports need to consider the following questions when planning a tech deployment:
Does the customer want it? Every airport is unique, and so are its passenger demographics. Fliers are not a homogenous group, so it’s essential to understand the mindset of customers by asking them what they want. AI and IoT can be useful here, as airports can conduct surveys both online and at physical touchpoints within the airport itself.
Does it address their core concerns or needs? While specific needs vary from passenger to passenger, some changes are universally popular. All passengers want their airport experience to be safer, cleaner, more convenient, and in terms of accessing their flight, prompt. Airports must therefore ensure that their new tech deployment registers and addresses one or more of those core needs, rather than prioritising innovation for the sake of aesthetics or general “flashiness”.
Does it have the ability to keep up? While these core needs are principally unchanging, the priorities and methods of addressing them are changing all the time. The pandemic demonstrated just how quickly airports need to adapt, and the consequences if they fail to do so. Therefore, any technological innovation must be based on the premise that the platform supporting it is flexible enough to quickly incorporate adjustments where needed. New features, better security, a wider range of customer profiles – flexibility and scalability are key. Equally, choosing the right solution provider will be essential, as their technologies will need to slot into an ever-updating digital infrastructure. Saudi Airport Exhibition exhibitor Vanderlande is one example of such a provider, as the company is a global partner for future-proof logistics in airports and other sectors.
Airport Exemplar – King Salman International Airport (KSIA)
KSIA is being built from the ground up with passenger friendliness in mind. After comprehensive surveys of passengers using Saudi and ME airports, KSIA’s design incorporates the latest in digital innovation but with a specific focus on addressing customer needs.
Firstly, data sharing between the airport and airlines will be a core principle from the outset. This is important because it will speed up security checks while simplifying the overall check-in process, as all stakeholders can access passenger information without having to constantly ask the passengers to keep providing it. Instead of showing one’s passport or vaccine status four or five times before being allowed onto a plane, this process may in time be whittled down to a single showing.
KSIA is also aiming for a “no queue, no stress” passenger terminal. Through the use of self-check-in, virtual queuing and biometric scanning, the airport will give every passenger the chance to optimise their time without compromising their safety or security at any point. A recent survey from Booking.com found that 43% of passengers want faster security checks and 36% want shorter queues, so KSIA’s plan addresses two of the most common pain points of the airport experience.
The forward-thinking element of addressing customer needs is also an inherent part of the KSIA digital design, as explained by Linda Schucroft, Vice President Innovation and Customer Experience, King Salman International Airport:
“We are setting the foundation and building our digital infrastructure to not only be able to handle AI, IoT, sensors, robots and autonomous movers, but also to handle emerging technology of the future that we can’t even anticipate will be here in 2040.”
