In today’s hyperconnected world, industries across the board are tapping into the transformative power of technology. The aviation industry is no exception, yet there remains a glaring anomaly. 

Despite the proliferation of mobile apps, only a scant 7% of travelers use an airport app. What lies behind this disconnect, and what might the future of airport digital engagement look like?

The Enigma of the 7%

To understand this startling figure, we must first delve deep into the factors responsible for the minimal adoption of airport apps:

• The Engagement Timing Dilemma: By and large, passengers initiate their interaction with the airport at a point where the journey is about to commence. This late engagement diminishes the window for digital influence. Before this point, interactions largely revolve around airlines and travel platforms, leaving airports out of the equation.
• The Local Traveler Bias: Local and frequent fliers are the primary beneficiaries of these apps. For them, downloading and engaging with the app is a valuable proposition. In contrast, a vast majority of travelers resort to ad hoc internet searches or navigate the airport website, opting against the perceived inconvenience of an additional app download.
• The Personalization Gap: While airport apps present structured data, they often fall short in delivering a personalized user journey. The absence of bespoke itineraries, offers, or information tailored to an individual traveler’s needs severely impacts the user experience and overall app retention.

It’s intriguing to consider that in an age marked by a global surge in app adoption, airports have channeled significant capital into app development. Still, without robust promotional channels and tangible user value, the investment yield remains subdued.

Repercussions for the Airport Ecosystem

The implications of low app adoption are multifaceted and resonate deeply within the airport ecosystem:

• Opportunity Cost: The failure to engage passengers prior to their airport arrival signifies lost revenue opportunities, especially for lucrative services like parking, lounges, and fast-track security.
• Compromised Service Delivery: Once the traveler steps into the airport, the chance to offer real-time updates, guidance, or a hyper-personalized experience is greatly reduced, detracting from the overall service quality and passenger satisfaction.

Envisioning a New Era of Digital Engagement

If traditional mobile apps aren’t the panacea to the airport’s digital woes, what could be the way forward?

1. Expanding Reach Through Strategic Alliances:

To tap into the elusive 93% who remain disengaged, collaborations with airlines, retail providers, and travel platforms are paramount. These entities can actively promote the airport’s digital offerings, channelling their expansive user base towards increased airport engagement.

2. Prioritizing User Accessibility:

The era of app saturation has instilled a sense of app fatigue among users. To circumvent this, a digital platform accessible via the web, sans the need for downloads, can prove invaluable.

3. Pioneering Personalization:

The future of digital engagement hinges on personalization. Platforms must be designed to offer curated experiences, taking into account individual travel details, personal preferences, and specific travel circumstances.

4. Savvy Monetization Strategies:

Once users are onboarded and engaged, monetization avenues multiply. Dynamic, contextually relevant promotions, both from the airport and affiliated third parties, can be introduced to enhance revenue streams. The key lies in offering timely and tailored promotions at pivotal points in the traveler’s journey, ensuring relevance and maximizing engagement.

AirportCompass’ Revolutionary Approach with the Airport Webapp

This vision isn’t confined to the realms of ideation. AirportCompass’ groundbreaking Airport Webapp offers a tangible glimpse into the future of airport digital engagement.

Here’s how it’s revolutionizing the landscape:

• A User-Centric Interface: Passengers can seamlessly input their itineraries and personalize their travel details.
• Immersive Visual Experience: A visually arresting interactive map offers a step-by-step preview of the journey, making trip planning intuitive and enjoyable.
• Dynamically Curated Promotions: With sophisticated algorithms at play, users are presented with promotions that align with their preferences and journey stages, optimizing conversion rates.
• Real-time Wallet Pass Feature: This innovation ensures users stay updated in real time, cementing the platform’s utility quotient.

The plug-and-play nature of the WebApp allows seamless integration into diverse channels – from airport websites to interactive monitors. The cherry on the cake? As a web-based solution, it’s primed for easy integration with travel platforms and websites, amplifying its reach.

The Flight Path Ahead

In the grand tapestry of the aviation industry, digital transformation remains an ongoing journey. The onus lies on airports to keep pace, continuously innovate, and offer enhanced user experiences. The pivot from traditional app models to more expansive, web-based platforms signifies a step in the right direction.

As airports globally seek to redefine passenger experiences, the collaborative synergy between airports and entities like AirportCompass presents a promising horizon. With tailored solutions like the Airport Webapp leading the charge, the future of airport digital engagement seems not only bright but boundless.

For those at the crossroads, pondering their next digital strategy move, the answer might just lie in broadening horizons and embracing this new era of engagement.

If this paradigm shift resonates with your vision, it’s time to join the journey. Engage with us to explore the possibilities.

The Power of E-Commerce Personalisation for Airports

In today’s rapidly changing aviation landscape, non-aero revenue has emerged as a linchpin for airport growth and sustainable business operations. As more passengers tread the airport concourses, the race to engage, entice, and convert them into customers has intensified. Interestingly, the heart of this evolution lies not just in introducing new services but in personalising the digital experience.

The Rise of Non-Aero Revenue Streams

It’s no longer just about operational performance and airline partnerships. 

Non-Aero revenue streams have grown in importance for airports, as airlines heavily try to bargain on aero fees to be paid to the airport

Airports are now looking beyond the horizon, venturing into direct e-commerce offerings to enhance passenger experience and simultaneously boost revenue. Some notable additions to their arsenal include:

• Duty-Free Shopping: Transforming wait times into shopping adventures.
• Order Ahead Food Services: No more waiting in line for your favourite meal.
• Parking Reservations: Ensuring a seamless start to the journey.
• Fast-Track Options: Bypassing the crowds, offering passengers the luxury of time.

And these are just the tip of the iceberg. As technology evolves, so does the array of services that airports can offer.

Addressing the Elephant in the Room

However, introducing services is just half the battle won. The bigger challenge? Ensuring passengers know about, and more importantly, avail these offerings. Two core issues plague airports:

• Limited User Engagement: According to a study by TNMT / LIH research, only 7% of passengers regularly engage with airport apps or websites. This low number directly translates to missed opportunities for upselling and cross-selling.
• One Size Doesn’t Fit All: A passenger arriving from a long haul flight might be looking for a quick bite. In contrast, a business traveller may find value in a fast-track service. A parking reservation for a transit passenger is irrelevant.

The Age of Personalisation

The key to effective e-commerce lies in personalisation. For airports, this means:

• Addressing Pain Points: By identifying the needs of different passenger types, airports can attract them with tailored, relevant information.
• Broad-based Platform Accessibility: A web-based platform ensures broader accessibility, especially when it can be linked from airlines and other travel platforms. This not only promotes the airport’s services but also enhances the overall travel experience.
• Journey-based Personalisation: Offers should be dynamic, changing based on the passenger’s journey timeline and type.

Airports have seen substantial growth in non-aeronautical revenues in recent years, rising from 33% in 2010 to over 40% today according to ACI statistics. As airports look to further diversify revenue streams, many have turned to offering new digital products and services directly to passengers. However, the challenge remains in effectively marketing these e-commerce offerings amidst low digital engagement rates.

Personalizing the passenger experience through an integrated travel planning platform provides a solution for airports to maximize the success of their online businesses.

Current digital touchpoints like mobile apps struggle to reach more than 7% of passengers on average according to surveys by Amadeus and SITA. Even for those interacted with, offers are often irrelevant as they lack personalization. For example, an arriving traveler has no interest in fast-track security while a connection passenger wouldn’t benefit from parking deals. 

Personalization presents a key opportunity for useful wayfinding, trip planning features that reinforce the airport brand across all phases of travel.

Some airports have already had some wins with personalisation.

In Canada, Vancouver International Airport has implemented such an approach through their “YVR Experience” travel assistant. Passengers enter trip details upfront and receive a customized journey overview mapping terminal walking routes, popular amenities, and promotions matched to their itinerary. This level of digital concierge service helps relieve stress and encourage spending.

Taking the concept further, a shared travel planning platform could power e-commerce at any airport globally. The proposed “Airport Web App” would allow passengers to input flight reservations from any carrier. It then previews their end-to-end airport experience, integrating real-time flight updates and highlighting recommended offers inserted directly into the itinerary page. Notifications are also pushed through the app’s digital wallet for those who download it.

Airports maintain full control over which passenger segments receive each promotion. For example, short connection travelers may see food/retail but skipped over parking ads. Demographic and purchase history data could also refine targeting over time. Most importantly, the app supports airport branding while any airline or OTAs can seamlessly integrate the tool into their own channels as a value-added service.

Since launches, Incheon Airport and Singapore Changi Airport have credited passenger-centric technologies including personalization with over 10% year-over-year increases in non-ticket sales.

Enter the Airport WebApp, a revolutionary solution designed to bridge these very gaps.

Airport WebApp: Revolutionising the Travel Experience

So, how does the WebApp transform the e-commerce experience for passengers?

Intuitive Itinerary Selection: Passengers start by choosing their flight itinerary. Simple, right?

Journey Preview: No more ambiguity. Passengers can visualise their entire airport journey, ensuring they’re always a step ahead.

Personalised E-commerce Recommendations: Here’s where the magic happens. The WebApp curates and promotes offers that resonate with the passenger’s profile and journey type. Whether it’s on the itinerary page, integrated within the map, or via real-time wallet notifications (for those who opt for downloads), passengers receive timely, relevant promotions.

Flexibility for Airports: 

Airports aren’t bound by rigidity. They can decide which offers to push for different passenger segments. Tailoring offers not only boosts sales but significantly enhances the passenger experience.

Collaborative Approach: 

Recognising that the tool is beneficial for all travellers, the WebApp is designed to be promoted by airlines and other travel platforms post-booking, further enriching the digital experience for passengers.

In essence, the Airport WebApp is not just another digital tool; it’s a strategic asset, enhancing the journey for passengers while simultaneously creating lucrative revenue opportunities for airports.

Which other airports have successfully made the jump into e-commerce personalization?

These airport examples have successfully leveraged e-commerce personalization strategies:

• Incheon Airport (ICN): Their “My Airport” platform allows travellers to save flight/passenger details to receive tailored shopping/dining recommendations at each terminal based on departure times. Profiles are also used to promote nearby Seoul attractions. This boosted concessions 3-5% yearly.
• Amsterdam Airport Schiphol (AMS): By linking frequent flyer data from KLM and EasyJet, Schiphol can remarket to loyal flyers visiting their home airport. Past purchases influence targeted digital ads for related products. First-party data sharing has increased retail repeat sales 10%.
• Dubai International (DXB): Emirates worked with Dubai Airport to build rich profiles from passenger bookings. These power personalized push notifications on flight delays and shopping deals within connected store maps. Families get family-friendly offers, increasing non-flight bookings 15%.
• Munich Airport (MUC): Their “plan-your-trip” site uses cookie data to present relevant parking, dining and lounge access deals to frequent corporate travelers from major carriers like Lufthansa. Upselling airport experiences increased associated revenues 7% annually.
• Hong Kong International (HKG): By linking their frequent flyer app to on-site beacons, HKG delivers geo-targeted offers to users as they move between terminals. Partnering airlines provide better targeted communications and crossover loyalty programs.

The bottom line

As the lines between aviation and e-commerce blur, airports stand at a pivotal juncture. The choice is clear: to evolve, personalise, and grow or remain static and watch opportunities fly by.

The Airport WebApp, with its intuitive design and focus on personalisation, is a beacon for the future—a testament to how technology can transform challenges into opportunities.

Interested in learning more? At AirportCompass, we deliver a positive impact on the travel experience for airport passengers. Reach out and discover the world of possibilities with Airport WebApps.

Learn how AirportCompass’ innovative airport wallet pass technology revolutionizes the passenger journey on airport websites. Discover how this plugin enables real-time flight tracking and updates without the need for app downloads, providing a seamless and convenient experience.

The challenge with airport websites

Passengers rely heavily on airport websites and apps to access flight information, making the online FIDS page the most visited section. However, many airports face the issue of low app adoption among non-local passengers.

Since it is currently not possible to send users push notifications from the browser, this leads to repetitive website refreshing and inconvenience for passengers in accessing the latest updates about their flights.

The solution: Airport Wallet Passes

With AirportCompass’ wallet pass, passengers can effortlessly track their flight status directly in their browser and receive real-time updates without the need for app downloads. Here’s how it works:

1. Flight selection: Passengers visit the flights page on the airport website and locate their flight.

2. Add pass: By clicking the “Add to Wallet” button next to their flight, passengers instantly receive an airport-branded mobile wallet pass tailored to their mobile device (iOS or Android).

3. Push notifications: Whenever there’s a new announcement from the AODB (Airport Operational Database), passengers receive push notifications directly on their home screen, even without an app download.

One pass, multiple use cases

Apart from real-time flight updates, the airport wallet pass plugin offers additional features and benefits:

• Seamless redirection: Clicking on a notification takes passengers back to the airport website or the webapp provided by AirportCompass, ensuring a seamless browsing experience.

• Traffic status information: Airports can provide relevant information on traffic conditions to passengers before they depart from home, enhancing their journey planning.

• Personalized marketing notifications: With passengers opting in by saving the pass, airports can send targeted marketing notifications, including personalized retail and parking offers, promoting a tailored and engaging experience.

Jam-packed with benefits loved by airport marketing teams

The airport wallet pass plugin brings several advantages for airports and passengers alike:

• App-free updates: Passengers can receive timely flight updates without the need to download an app, improving accessibility and convenience.

• Enhanced passenger engagement: By delivering push notifications directly to users’ home screens, airports can engage passengers effectively and ensure they remain informed throughout their journey.

• Accessible airport information: The plugin makes airport information readily available, enabling passengers to stay up-to-date without constantly refreshing the website.

• Browser-based reach: The wallet pass plugin empowers airports to reach passengers directly in their browsers, eliminating the barrier of app adoption.

• Targeted promotions: Airports can deliver personalized retail and parking offers to passengers who have opted in, enhancing customer satisfaction and generating revenue opportunities.

Get started with AirportCompass

Discover the power of the airport wallet pass plugin by AirportCompass, empowering airports to provide seamless flight tracking, real-time updates, and personalized engagement for passengers. Experience the benefits of easy integration, improved accessibility, and enhanced passenger satisfaction. Contact us today to explore additional use cases and unlock the full potential of your airport’s digital transformation.

Implementing the airport wallet pass plugin is a breeze for airport marketing and digital teams. Airsiders, a Berlin-based travel technology company backed by Beumer Group, a global leader in airport systems, provides scalable and end-to-end solutions for airports to innovate and digitize the entire airport journey.