The Changing Nature of the Airport Business
The processes of deregulation and liberalization of air transport has forever changed airport business. Competition between airlines has resulted in pressure on airports in terms of landing & free slots, and sometimes even requests for subsidies. Airports are being urged to seek new opportunities from non-aeronautical revenues.
One way to diversify revenues is to develop Airport City retail chains. Having done this, airports can launch sophisticated CRM strategies to handle Airport City visitors and find out the answers to these 4 crucial business questions:
- Who are the Airport City visitors?
- What is the status of the Airport City visitors?
- What do they buy?
- What can be done to increase their purchases?
An excellent strategy to encourage visitors and to collect information is the launch of an airport loyalty program. Such programs are similar to the ones already known in the retail and fuel industries. Points are accrued from shopping, dining, car parking, VIP lounge usage, fast-track security procedures or purchasing partner products and services. Accumulated points can later be redeemed for discounts, free VIP lounge/security line access or any other privilege that an airport wishes to give to its most valuable visitors.
Contact our airport industry consultants and learn about our experience in powering airport loyalty programs in hubs handling +60 mln passengers a year and request a live demo of Comarch Loyalty Management, a system for powering loyalty incentives in over 40 location all over the world.
