/ Trends and Forecasts

Mobile and ready to fly!

Can you afford to not be mobile ready?

With mobile devices continuing to dominate the market as they have since late 2013 and with the major European countries seeing in excess of 60%+ of use through mobile applications, airports and their partners like Rezcomm have had to keep ahead of the trends. Many of the solutions are proving to be influential in the e-commerce market, which provide travellers with a quicker, easier and more pleasant experience in the airports. This in turn generates trust in brands and a willingness to engage more will only increase revenue.

A survey revealed 53% of U.S. travellers would be happy for airports to track their mobile devices without giving up personal information. In exchange for getting real-time updates on security lines, wait times at Customs and ticket counters, walking times between gates and more. The survey polled over 2000 travellers with 63% giving the reason for travelling as leisure and 37% as business.

To App or not to App

Some airports or partners have developed apps for travellers which allows the airports to track the traveller’s movement through the airports, giving up to date news, all the latest sale details from nearby retail outlets, food and beverages (FAB) and fast track passes.

Apps are not always the way to go. Google has now created an 'in building view' on their mapping service. This allows the traveller to be able to plot their own route to include all the areas they wish to visit with the least of disruption. A survey by Deloitte shows that most people who took part had downloaded fewer than 20 apps and they trusted browsers/websites more than apps. Travellers and consumers often feel an optimised website can deliver more.

The airport will have the opportunity to maximise potential sales by last minute discount offers for any up-selling that was declined before the arrival of the traveller. There is also the ability to sell duty free prior to boarding that can be collected on arrival with no money changing hands giving the traveller a seamless experience with the goods waiting on their arrival.

E – Money

Contactless payment is an ever-increasing way to pay for goods, using mobile devices or credit cards the world of tangible money looks to be on the decline. In Feb 2017 over £3,000m was spent using contactless cards in the UK alone, this is an increase of 153.6% compared to the same month a year before. The mobile device contactless payment is currently in its infancy but In the U.K., mobile payments are expected to reach £53.6 billion in the next eight years. Airports and independent stores within the airports cannot afford to ignore this growth as it will allow the traveller a smoother, more relaxed airport experience whilst still increasing revenue for the airport.

The E-money revolution looks to be taking centre stage with airports leading the way.

Are you ready for Data Management

Data capture is a concern for everyone not only the traveller but also the airports and partners. With new laws (General Data Protection Regulation (GDPR)) coming into effect for Europe very soon the retention of data and how it is used will be altered.

The aim of the GDPR is to give individuals back control of their personal data (personal data is any information relating to an individual, whether it relates to his or her private, professional or public life. It can be anything from a name, a home address, a photo, an email address, bank details, posts on social networking websites, medical information, or a computer’s IP address) and to simplify the regulatory environment for international business by unifying the regulation within the EU

The regulation applies if the data controller (business that collects the data from the EU residents) or processor (business that processes the data on behalf of the data controller e.g. cloud service providers) or the individual is based in the EU. The Regulation also applies to organisations based outside the EU if they collect or process personal data of EU residents.

The regulation will no doubt affect all EU business but it should also increase trust by the traveller to share their data with companies they know are well versed in GDPR a shining example is Rezcomm.

Summary

With 4.8 billion people having access to mobile devices, airports need to be at the forefront of innovation and use of this technology will prove key. There needs to be an effortless experience for the traveller from the booking process to leaving the airport and everything in between, allowing them to make use of their smart devices to speed their journey along. Getting this right will result in loyal travellers using the same airports, time and time again, increasing revenue and growth.

Victoria Wallace

Victoria Wallace

Director of Digital at Rezcomm, Victoria specialises in Digital marketing, CRM, digital design, UI, UX, email marketing, airports, innovation, technology, travel, parking, eCommerce.

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