Airports are facing growing pressure to step up their passenger experience game as travellers, accustomed to the personalised and efficient services that ecommerce companies offer, have high expectations. A 2022 Salesforce survey of over 16,000 consumers revealed that 88% believe the experience a company provides is as important as its products or services.
To meet these heightened expectations, airports have the opportunity to look beyond their usual approaches and implement ecommerce principles and tools and deliver a superior passenger experience. By using data-driven insights, airports can better understand what passengers want and deliver the tailored experiences they demand
We look at how airports can use ecommerce tools and strategies to truly understand and cater to passenger wants.
Understanding passenger wants
Passenger demographics and preferences are always changing, making it challenging for airports to keep up. Meanwhile, traditional market research methods can fall short because they don’t capture the full range of passenger behaviour and preferences. Airports need holistic data and insights to better understand what passengers truly want.
Leverage web analytics
Tracking website and mobile app usage helps airports understand how passengers interact with their digital platforms. By analysing search queries, web and app navigation patterns, and conversion rates, airports can uncover valuable insights into passenger behaviour. This data reveals pain points and areas needing improvement, enabling airports to enhance the overall passenger experience.
Search queries: These are answers into what passengers actively want. For example, if search queries frequently include terms like “cheap parking” or “lounge access,” airports can prioritise these services.
Web and app navigation patterns: Observing how visitors move through the website or app can highlight which pages are most visited and where users may be getting stuck. For instance, if many visitors abandon the booking process at the payment page, it indicates a potential issue for visitors that needs to be addressed, such as too few payment methods or no option for guest checkout.
Conversion rates: Examining the rates at which visitors complete bookings or other desired actions can indicate the effectiveness of various features and promotions. For example, if the conversion rate for booking parking is low, examining the stage at which visitors drop off could mean that visitors want to complete their booking using fewer steps.
Gather passenger feedback
Implementing online surveys and feedback forms enables airports to collect direct input from passengers about their experiences. By using this feedback to inform decision-making, airports can make targeted improvements. For instance, if feedback highlights that passengers want more retail options available online, the airport can expand its online shopping offerings, ensuring a wider range of products are accessible for pre-travel purchases, enhancing overall passenger satisfaction. Similarly, if passengers frequently mention long wait times at security, the airport can use this data to promote fast track security tickets, providing a quicker and more efficient option for those willing to pay for expedited service.
Ecommerce tools and strategies to use
Ecommerce companies have set the standard for understanding and meeting customer needs through personalised and data-driven approaches. With a clear understanding of what passengers want, airports can learn from these strategies and use ecommerce tools to offer the level of service that passengers now expect when they travel.
1. Personalisation and segmentation
According to the Salesforce report, 56% of customers specifically expect their experiences to be personalised. Airports can use passenger data — such as travel purpose, frequency, preferences, and shopping or dining history — to segment and tailor their offerings and communications, ensuring that each passenger receives relevant and personalised experiences.
For example, frequent business travellers might receive notifications about express check-in services or quiet lounges, while passengers who regularly shop at airport retail stores could be targeted with exclusive offers and discounts on their favourite brands.
Personalising offers and communication in this way ensures that each passenger segment receives relevant and timely information, improving their overall experience and increasing their likelihood of using airport services again in the future.
2. Simplified shopping experience
The 2023 IATA Global Passenger Survey found that passengers crave convenience when planning their travel, and having all booking options in one place meets this need perfectly. A centralised booking platform on the airport’s website can integrate everything from flights and parking to lounges and retail services, giving passengers the convenience they crave with one easy-to-use platform.
An efficient checkout process contributes to a simplified shopping experience, and convenience in making payments was also a major finding in the IATA survey. Offering multiple payment options, including credit cards and digital wallets, ensures that passengers can pay in the way that suits them best. Supporting multiple currencies further accommodates international travellers, making the entire process smoother and more accessible.
3. Dynamic pricing and promotions
By adjusting prices based on real-time data, airports can better match supply with demand, optimising both revenue and passenger satisfaction. For example, offering dynamic parking pricing based on demand can ensure availability during busy times while offering lower rates during off-peak hours.
Offering specific promotions and discounts can also encourage certain actions from passengers. For instance, offering last-minute discounts on lounge access during off-peak times or special deals on retail purchases when sales are slow can encourage more engagement with airport services. This approach helps ensure passengers get the best value and experience, making their travel smoother and more enjoyable.
4. Omnichannel experiences
Providing a seamless, consistent experience across all digital and physical interactions gives passengers consistency and convenience from start to finish. For instance, passengers can book parking, check in for their flight, and pre-order meals or retail items online. They can receive real-time updates and notifications on their mobile devices, and then pick up their pre-ordered items at designated points within the airport. Ensuring passengers can easily access information and services through multiple channels can offer them the convenience they want combined with a more enjoyable and stress-free travel experience.
5. Continuous improvement
Regularly analysing performance metrics and customer feedback not only helps airports understand what passengers want, it also sets the stage for continuous improvement. Acting on these findings enables airports to refine their services, ensuring that passengers can book services efficiently and enjoy a smoother overall experience.
For example, implementing A/B testing enables airports to compare different approaches and make iterative improvements based on what works best. Testing two versions of a booking page can help determine which layout or features make it easier for passengers to complete their reservations quickly. With sufficient data, airports can change the layout of the booking page to the one that performed better in A/B testing, giving passengers the booking experience that works best for them.
Use Rezcomm’s ecommerce module to give your passengers what they want
Using ecommerce tools and strategies can help you better understand and meet your passengers’ needs. By focusing on a customer-centric approach, you can stay competitive and meet the high expectations of today’s travellers.
Rezcomm’s ecommerce module helps airports gather and analyse data, personalise services, and continually improve, giving your passengers what they want for a smooth travel experience.
Get in touch to learn how Rezcomm can support your airport in meeting passenger needs using ecommerce tools and strategies.
Cultivating Rezcomm’s brand presence, Sarah Marks is our Director of Communications. A T-shaped marketer at heart, she has a broad skill set, with a particular passion for SEO and email marketing. While her core focus is on strengthening Rezcomm’s brand, she also provides strategic advice to clients.
