Enhancing airport revenue streams through digital customer journeys and web conversion

In the ever-changing landscape of global travel, airports stand as critical hubs, not just for transportation but also for economic activity. As airline travel is anticipated to surge by 34% in the next 20 years, airports are uniquely positioned to harness this growth to bolster their revenue streams. An integral aspect of this strategy involves refining customer user journeys and enhancing conversion rates through digital avenues, particularly web platforms.

Understanding the customer 

Understanding the nuances of customer user trajectories at airports begins with recognising the diverse needs and expectations of travellers. Whether it's a business executive enroute to a conference or a family going on a holiday, each experience presents unique opportunities for engagement. Digital platforms, especially bespoke websites, play a crucial role in this interaction. They serve as the primary touchpoint for providing travellers with seamless access to essential services such as flight updates, bookings, and airport amenities.

The idea of conversion in this context exceeds the traditional scope of turning prospects into customers. For airports, it involves strategies that enhance passenger experience, thereby increasing expenditure per traveller. Effective digital platforms can prompt users towards desirable actions - be it booking a premium lounge, reserving a parking spot, or exploring retail options. Each of these actions not only serves the immediate needs of the traveller but also contributes to the airport's ancillary revenue.

What are airports and airlines doing?

A real-world example of how reward programs increase customer engagement and drive revenue for airlines can be observed in the rise of subscription models and personalised loyalty programs. Airlines like Emirates have introduced paid subscription services within their loyalty programs, such as Skywards+, which offer various levels of benefits, including increased lounge visits, bonus miles, and preferential rates. These programs not only enhance the travel experience but also create new revenue streams by appealing to both frequent flyers and less-frequent travellers.

According to Mastercard, by offering lounge access as part of a paid subscription, airlines can attract customers who might not qualify for these benefits through traditional frequent flying. This approach mirrors the strategies airports can use to increase customer conversion—by providing value-added services and personalised offers, they can boost ancillary revenues and customer satisfaction. The seamless integration of these services through digital platforms ensures that both airlines and airports can effectively convert casual visitors into loyal customers, ultimately driving growth in revenue.

The role of a well-crafted website in facilitating these conversions cannot be overstated. For instance, integrating real-time data can significantly uplift the user experience by providing timely updates on flight statuses, gate changes, and waiting times. This responsiveness not only builds trust but also encourages travellers to rely on the airport's digital services for additional conveniences and purchases.

Invest in your business, invest in your customers

Personalisation features enabled through digital platforms can lead to more targeted interactions. By analysing user behaviour and preferences, airports can offer customised recommendations and services. This could range from suggesting ideal shopping deals based on previous purchases to recommending fast track services for frequent flyers. Such personalised approaches not only enhance the customer experience but also drive higher conversion rates.

Investing in mobile-responsive web design also plays a crucial role, considering the high mobile usage amongst travellers. A mobile-first approach ensures that the digital services of an airport are accessible on-the-go, making it easier for travellers to interact with the airport’s digital touchpoints at any stage of their experience. If organisations can encourage consumers to download an app and use the Wi-Fi, opportunities to deliver personalised content are heightened, leading to a better customer experience, alongside the opportunity to upsell.

The strategic use of analytics and data plays a foundational role in optimising these digital platforms. By understanding the paths travellers take on their website, airports can refine user interfaces, streamline processes, and eliminate any friction points that might deter a traveller from completing a transaction.

Ultimately, the integration of digital solutions in customer user experiences at airports isn’t just about enhancing operational efficiency; it’s about crafting memorable experiences that resonate with travellers. Such experiences not only contribute to immediate financial gains through increased spending but also build long-term loyalty, encouraging repeated use of the airport’s facilities and services.

As airports look towards 2030 and beyond, the role of digital in shaping and sustaining their revenue streams will only grow in significance. By focusing on user-centric digital strategies, airports can not only accommodate the surge in passenger numbers but also maximise the economic potential of every person that passes through their gates.

Interested in finding out more? Speak to us today on 0114 279 7779 or contact our team to explore the next steps.