CUSTOMER SERVICE
The digital airport Templemere’s Clare Williams Fannin takes a look at how digital technology is transforming the passenger experience.
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rom facial recognition at passport control to high-tech baggage handling, airports have often been at the cutting-edge when it comes to the adoption of technology, and these solutions are being effectively utilised at busy travel hubs to improve efficiency for the passenger and the airport. But beyond the practicalities of moving from A to B through a terminal, is there a place for technology when it comes to other aspects of elevating the passenger experience? The answer is yes, according to Mignon Buckingham, CEO of travel experience and airport lounge expert Airport Dimensions. “Whether it’s using tech to book services such as parking in advance of the journey or for ordering and paying for food or retail at the terminal, the use of technology is no longer a luxury – it is fast becoming an essential part of every journey.” Much of this shift has been prompted by dramatic changes in the needs and behaviours of travellers. In the past two years, we’ve seen significant acceleration in the use of digital technology and we’ve all become increasingly reliant on digital apps and online sites for everything from social interaction to ordering retail goods. This trend is no less prevalent in travel, where passengers have now come to expect similar digital services as standard.
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AIRPORT WORLD/ISSUE 6, 2021
Airport Dimensions’ Airport Experience 2021 survey of 6,000 global travellers found growing demand among passengers for a spectrum of digital services they expect would improve their airport experience. For example, 60% of passengers said they would consider ordering and collecting food and beverages using their personal digital devices. A similar 60% of respondents said they are looking for new in-app features when using an airport lounge. At airports across the world, more and more passengers are already enjoying new digital services that enhance the guest experience. For instance, in partnership with Servy, the enterprise self-service platform for hospitality, Collinson has launched a service called Ready 2 Order, which allows lounge visitors to place contactless orders for complimentary food and drinks using their mobile phones and other digital devices. The service provides an extra level of convenience and personalsation, as well as safety for guests and staff. Technology is also transforming the airport retail experience, and services such as Inflyter, which allows for pre-purchase of duty free products with fast collection from airport lockers, are allowing airport shoppers to enjoy the same convenience they have become used to at home.
