STUDY: Pax want digital engagement long before hitting the terminal

Preparing to travel now extends far beyond packing a suitcase and planning itineraries. Airport Dimensions’ latest Airport Experience (AX26) research finds that travelers expect digital engagement well before they arrive on site, and this goes further than simple online check-ins. The ‘first mile’ of the journey is emerging as a critical moment for airports to provide travel information, services and amenities for a more enjoyable airport experience. Travelers who use digital services ahead of their journeys are significantly more likely to increase spending once they arrive, making this vital to gain higher revenue. Airport Dimensions’ research surveyed 11,000 global travelers and found that the top three airport services that respondents want access to ahead of their visits are: flight and gate information (29%), airport lounge access (28%) and bag check in, drop off or collection (22%) – from this, it’s clear that travelers value practical information to feel prepared. Digital engagement is not limited to a single market, but spans globally. For airport lounge access in particular, travelers across a wide range of markets express a strong preference to book ahead of their visit, with the highest levels seen in Saudi Arabia (83%), Brazil (74%), and the Philippines, United Arab Emirates and China (all at 72%). The research has also found that this engagement is especially important among high-value travelers. Almost half (48%) of affluent leisure travelers are already signed up to direct digital relationships with airports, and this group spends 36% more on average than the standard traveler. A connected digital ecosystem is key to unlocking higher traveler spend. They are increasingly seeking a ‘linked’ experience, where practical information and commercial services are integrated. With 77% calling for a single airport mobile app to access all services, there is a clear opportunity for airports to create a platform that integrates essential travel information with options to explore retail, food, and other services that drive customer spending. Mignon Buckingham, CEO of Airport Dimensions, says:  “Our new research shows that the airport experience starts long before the terminal, leading to the growing demand to build the pre-airport digital space. Airport Dimensions’ Connecta+ app shows how businesses can stay ahead of the curve by combining airport services such as lounge booking and parking information, with retail and dining offerings within a single platform to inform customers and encourage early engagement. Pre-airport digital engagement not only improves the customer experience but also boosts non-aeronautical revenue – creating a win-win solution for all parties.” For Editorial Inquiries Contact: Editor Matt Driskill at [email protected] For Advertising Inquiries Contact: Head of Sales Sally Passey at [email protected]