The Situation Today
Airports are undergoing a major transformation, and so are the people who travel through them. Airports are moving away from being mere transportation hubs, to providing additional value to the traveler in the form of retail outlets, car parking, entertainment, leisure and much more. In fact, due to the range of services offered, airports are now fostering regional economic growth and development. Travelers and their needs have also undergone a significant shift over the years. It is the age of the digital traveler, who wants integrated, intelligent and real-time information on a single platform. Hence value-added services attract more travelers and increase non-air revenue channels for airports. This is a win-win for both the airports as well as the travelers passing through them.
How HCL Can Help
Digital Traveler is a framework developed by HCL that enables airport operators to adopt state-of-the-art technologies to not only enhance a traveler’s experience but also increase non-air revenues. It introduces cutting edge technologies into airport services by providing user-friendly, real-time and location-based information to travelers. It provides relevant information to the traveler about airport facilities and services directly onto their smart phones. This makes travel quicker, simpler and much more convenient.
Non-air revenue is also given a boost by driving incremental traffic via relevant information and offers for services such as car parking, retail and food and beverage, among others. Loyalty programs also drive incremental traffic to retailers and airport services.
The Digital Traveler framework focuses on key information regarding the airport. Wherever applicable, it uses location-based services to provide relevant and personalized information to the customer. The application uses the geographic position of the mobile device to find the closest location of the applicable service (parking, retailer). This also helps provide the most relevant offers or coupons to the customer.
- Car Parking – Provides detailed information on airport car parking lots. Wherever possible, it also provides information on the availability of parking lots and the cost involved in parking. It also directs travelers to the closest open or preferred parking lot and enables parking reservations prior to arriving at the airport.
- Retail – Provides information on the location and timings of retail outlets, restaurants, lounges, coffee shops, ATMs and restrooms at the airport. It also enables travelers to find retailers that are open for business and closest to their location within the airport. This ensures travelers are utilizing their time at the airport in the most efficient manner.
- Ground Transport – Provides ground transportation information such as the location, arrival and departure times of buses, taxis, limo services, rail points, shuttles and more. This enables travelers to plan and optimize their time.
- Security – Provides the latest security check information at the traveler’s fingertips. Travelers can get the latest security checkpoint wait-times and find out where the closest security lanes are located. They can also check the list of items that are allowed and not allowed in hand baggage.
- Loyalty Program – A loyalty program in conjunction with retailers, provides passengers with relevant promotions and offers. These offers can be used to drive repeat traffic to the retailer. For example, eat three times and get a drink free, or check in to a specific hotel and get 5% off
- Flight Information: Provides real-time information on flight arrivals and departures with terminal, gate and baggage claim information.
- Social Media: Travelers can also be engaged by allowing them to interact with other travelers through social media.
- For example, travelers can post information regarding their experiences at the airport, comment on their wait times at security checkpoints and review retailers at the airport.
What You Can Expect
- Revenue Growth: Airports can drive incremental revenue and increase customer loyalty by directing customers toward airport services (example: parking) or driving incremental traffic toward retailers.
- Building Relationships: Airports can provide valuable information to the traveler and build a connection. This can be leveraged to drive cross-sell/ ancillary revenue.
- Stronger Market Positioning: Airports can stay ahead of the technology curve and create a stronger positioning in the market.
- Create a “Wow” for the Customer: Airports can enhance the traveler’s experience by providing relevant information about the airport and its services in a quick, convenient and user-friendly manner.
The dawn of the digital traveler has arrived. Customers increasingly manage travel using their mobile devices, specifically smart phones, necessitating airports to keep up with the pace at which information is provided to them. HCL’s Digital Traveler allows airports to enter this new era of travel, drive revenues from the increasing passenger traffic, and most importantly - create a differentiator by providing location-based, highly interactive information to travelers quickly and conveniently.