EVP Group Account Director, Lottery
Airport marketing executives face a lingering question: what strategy is best to pursue in annual brand campaigns? There often seem to be two choices: a) Feature nonstop destinations, airlines and services, or b) Showcase airport experience as shaped by amenities, features, people and programs. In giving priority to one, it follows that the other is relegated to second priority. But it doesn’t have to be that way.
A dual or two-pronged strategy is a perfect solution to the complex challenge of airport marketing. The key to this is understanding that your brand is the umbrella under which both strategies can be developed and implemented. Done correctly, compelling communication that features total nonstop destinations, number of airlines, ease of airport access and availability of convenient, affordably priced parking becomes one of the pillars of your brand. Similarly, artful communication of benefits provided by smoothly-run security screening, attractive and convenient terminal spaces, shopping and dining variety, plus interactions with friendly, helpful people—and even canine comfort teams—become a second brand pillar. Here’s how you can put it to work:
Embrace Your Customer Experience
Without question, airport location, routes and services are fundamental reasons people select an airport. Nonstop destinations and airlines are to airports as produce, meats and dairy are to grocery stores. And like a grocery store, location is key, with additional factors in airport selection including parking availability, ease of access, and clean, comfortable facilities. However, Mintel Research shows that the principal attributes of ‘what makes a good airport’ are efficient security (79% consumer satisfaction), good gate areas (78%) and convenience in getting to the airport (78%). These factors relate to the experience provided by the airport, rather than the essential services of airlines and flights. And it is customer experience that’s emerging more and more as a strategic opportunity.
Make Your Airport a Destination
Good experiences aren’t just a nicety for travelers, states the Mintel report. They found a correlation between passenger happiness and increased airport spending, which of course increases revenue. Many airports across the country have been elevating customer experience for decades. San Francisco International Airport developed and supported the SFO Museum and added new amenities like Yoga rooms and a variety of technologies to assist travelers. Other airports are listening to customers and making improvements based on requests, like the Norfolk International Airport adding moving walkways to increase accessibility and mobility.
Connect to Your Community
Airport experience rises to a new level of strategic importance with the deep connection between an airport and the communities it serves. A Gensler report observes “the world’s most livable cities foster vibrant communities, where arts and culture blend with bustling business, shopping and entertainment. The same attributes are found in world-class airports, which are more than mere gateways to their cities, but integral to the experience of them. The world’s top airports reflect the quality of life their cities offer.” Plus, the breadth of services offered at the airport adds to quality of life in the surrounding area.
Bring Technology Forward
Technology adds to an outstanding airport experience. As we move forward, the traveler experience will become more customized, on-demand, contactless, and even more efficient. The digitization of airports makes it possible to enjoy a tailored journey through the airport (Oliver Wyman forum report). Additionally, continued investment in high-quality terminals and facilities with commitment to elegant, beautiful architecture adds tremendously to creating an experience travelers will love. Such is the case at Charlotte Douglas International Airport, with its Destination CLT $4 billion capital investment in capacity enhancements, being done with excellence and style.
The key to Dual strategy theory is a balanced campaign execution with two complementary areas of focus: 1) Airport essentials -- nonstop destinations and airlines plus on-site services, and 2) Airport experience – what people will feel and enjoy about their time in the airport.
The first part is rational, factual and easy to communicate. The second part is more challenging. It starts with understanding the audiences, from travelers and people who come to see loved ones off or welcome friends, to people working at the airport and the pilots and flight attendants who pass through every day. It must include presentation of the physical environment and atmosphere, shopping, dining and amenities. It includes the airport’s design, décor and atmosphere, the artwork, and unique elements that add to the experience. And critically, the encounters and interactions with people there to serve travelers and guests.
Communicating and building a brand image that includes the duality of these two strategies can lift up an airport to be more than concrete and glass. It becomes a place where people come together in the midst of their journeys. Effectively communicating all of this with the dual strategy approach brings the full story of the airport to life.