Research: airports should be fun and entertaining

Research shows that business travellers expect more than speedy, hassle-free transfers on airports. Since they often spend hours there, travellers expect to find more than shops and restaurants. They want airports to be fun and entertaining.

The latest research by Collinson, a global loyalty and benefits company, involved interviews with 3,000 passengers in seven countries. The outcomes show that passengers’ perceptions of the ‘airport experience’ continues to change. The airport has evolved from the place where you go to catch a flight to a location where people enjoy spending their time. AirportWorld reports that, according the Collinson survey, 50% of business travellers regard airports to be ‘an enjoyable part of the journey’.

‘Enjoyable’ means a lot of things. Such as practical information: travellers are keen to know how long it will take to get through security, if there are delays, or the best route to their lounge, dining or retail destination. Second: today’s choice-rich, time-poor passengers are looking for an experience. If they have time to spend, airports should offer fun activities and experiences that go beyond shopping and eating, ranging from museums to real activities – something they can participate in.

Also, easily finding one’s way at the airport is crucial. Successful airports invest in technologies such as push notifications, rich mobile mapping, beacons and augmented reality and technologies that enabling location-based marketing, available through mobile devices.

Further reading on airport-world.com