By : Josh Linder
February 27, 2014 12:00 AM
As an avid traveler, I witness industry transformation every time I fly. While most of the ongoing change is forward progress benefiting travelers of all types and ages, some decisions have made my journeys more challenging.
The most recent is a change to airport club lounge pricing and admissions policies. This especially struck a chord as I am a long-time American Express® Platinum Card® holder.
This change will likely have three results:
While this could frustrate frequent travelers who are left in the general airport terminal, it creates an opportunity for airports to market to these higher-value customers and improve the passenger experience. They should focus on creative retailing on premise and through mobile and digital marketing channels to attract these additional passengers to their retail stores, restaurants and services.
Increasing signage and providing interactive maps could also mitigate the increased passenger traffic while increasing purchase opportunity for goods and services at the same time.
Also, airports should place greater importance on family- and business traveler-friendly spaces. While charging and Wi-Fi spots have seen an increase in recent years, family relaxation areas have been sparse. The trick is making these places entertaining yet profitable. A great reference for this type of concept is Amsterdam Schiphol Airport.
Lastly, for irregular operations and re-bookings, airports should consider increasing common use kiosks throughout the terminals to manage the agent lines.
To learn more about how airports can think like a retailer and sell more, download this free webinar. Or, for more information on how to improve the passenger experience, please download this free white paper.
*Photo Courtesy: American Express Centurion Lounge