Passenger Terminal Today article:
The reason a strained relationship sometimes exists between airlines and airports is because of their opposing preferences for passenger behaviour in the airport terminal. Airlines want passengers at the boarding gate for timely take-off, while airports prioritize dwell time in the hope it will lead to idle spending.
Having travellers arrive at the airport early will ease this tension and, by airlines and airports working together to harness advances in technology and data collection, every traveller could be enticed by an improved and personalized experience.
Innovations in biometrics are becoming increasingly prevalent at airports. Set to replace all forms of travel documentation, biometric technology uses statistical analysis of travellers’ physical and behavioural characteristics to create automated recognition systems. Soon, our face, eye, fingerprints or even the way we smell will act as bio-identifiers that allow us to be processed by airport security in less than 10 seconds.
Contactless processing will eliminate the need for conventional airport touchpoints such as gates, with automated recognition making way for more passenger-focused terminals rather than environments that herd travellers from one processing step to another.
Already, airports are looking to integrate a six-step seamless journey that uses facial recognition in place of a travel document. The proposed system utilizes bio-technology to create a travel token that simplifies the step-by-step process of checking in, bag drop, boarder control, security screening and boarding.
Other instances see the same technology used to ensure seamless access to airline lounges. In these examples, we are beginning to see airports collaborate with airlines in order to streamline the travel experience.
In 2017 Canberra Airport became the first in Australia to trial contactless border technology that scanned faces rather than passports. Trialled in international arrivals, the four Smart Gate machines demonstrated potential to cut passenger processing time from one minute to 15 seconds, correctly matching 94% of travellers with new ‘face on the move’ recognition technology.
Long processing times and easy to lose documentation will soon be a thing of the past. The next frontier is allowing passengers to reliably calculate their journey time from curb to gate. Not only will this relieve airport anxiety by allowing passengers to have the flexibility to choose how they spend their time airside, but the change will also encourage a sharper focus on convenience in order to attract a loyal – and spend-happy – passenger.
To bring it about, airports and airlines need to work together to understand the needs of passengers and apply that knowledge to create the internal environments and services that facilitate flexibility and experiences relevant to the traveller.
More needs to be known about each passenger passing through the terminal. Data collection – more than just flight schedules – and, equally important, interpretation to predict how passengers will behave in the airport, will inform the airport of the future.
Combined with biometric technology, the data will contribute to the passenger experience in two key ways: firstly, by removing the process and physical boundaries and, secondly, by allowing us to recognize, locate and track the traveller and their behaviour.
Each creates a more efficient terminal that allows designers to focus on facilitating a unique and personalized journey. The traveller’s customer experience can be made more relevant and terminals can begin to strike the right balance between security processing, dwell and on time performance.
The increased focus on personalizing experience lends itself to working with retail and hospitality to create offers and services tailored to each customer. Airports in the UK, for example, have convinced retailers to offer duty-free discounts to all travellers – not just those leaving the EU – enticing more airport spending. With incentives such as a complimentary beverage at an airport restaurant, a discount at a favoured retailer, or even an adjustment in featured offerings according to incoming passenger preferences, airlines and airports would be both rewarding loyalty and personalizing the passenger journey.
In Hong Kong, smartphone apps that allow shoppers to purchase or ‘wish list’ goods before they even leave for the airport, and have them waiting for them when they arrive, are enabling shoppers to browse for their favourite items before arriving.
Apps will also enable airlines to further alleviate airport anxiety and complement the retail experience. Services such as personalized text messages for staggered boarding rather than an all-inclusive announcement and the ability to customize their journey via the app from home will mean that time within the terminal can be spent shopping and dining.
The need to register one’s biometric identity via smartphone prior to arriving at the airport will open up a new communication channel between airlines, airports and passengers. Real-time flight information, wayfinding and the timely communication of any delays in bag collection and beyond will go a long way in allowing airport and airlines to work together to choreograph the passenger experience down to the last second, particularly if there was a way to track each passenger’s location via the app.
To ensure their success, airports and airlines of the future must collectively sharpen the focus on curating a personalized customer journey that integrates elevated retail and hospitality offerings.
Biometrics and sophisticated use of data and app technology will enable designers to create specialized terminals that are a destination in their own right.