elevating the passenger experience: transforming airport premium services for a competitive edge in the evolving travel market
the challenge
Our client, a major European airport, wanted to create a new customer proposition for premium passengers travelling through the airport. This needed to create new non-aeronautical revenue for their Commercial team.
Because we are experts in this market, they sought our advice on:
The potential value that could be created
What the proposition would look like in terms of experience
The design of the service
the results
After 12 months the new service was launched:
A premium service that was tiered for different price points
A new facility for VIP passengers and other improvements to security fast-track and airport lounges
A membership scheme to enable creation of life-time value
Launching a service that delivers benefits from day one
“The growth of premium services in airports around the world isn’t simply a drive to be the slickest and the shiniest. If you push it too far there is a real danger you lose the human element of the offering. Never lose sight of the people coming through the door, read them, understand them and make their day better. GE helped us achieved this”
This achieved the following benefits:
New revenue from membership and passenger movement fees
Improved customer satisfaction scores
Enhanced reputation from key regional stakeholders
the process
Our work was conducted in three phases:
Conducted a robust assessment of the market size and return on investment
Built customer propositions and aligned the operating model from customer acquisition to operational execution.
Operational Readiness and Training (ORAT) to mobilise the new service.
By taking this approach, we helped the client think differently about new products and services taking a customer-back approach and what it takes to launch a premium brand from scratch.