Ferrovial Airports and Glasgow Airport, in collaboration with Ferrovial’ s Digital Hub and the Department for Information Systems and Innovation, have successfully carried the Digital Passenger Experience during the last two years. An ambitious program that pursues, among others, increase passenger satisfaction, maximise revenues, increase airport’s brand awareness and improve operational performance.
Airports are no longer just an infrastructure where aircrafts take off and land but, nowadays they are more focused on increasing and enhancing their attractiveness to boost their community’s interest of air travel and tourism, innovate and maintain a strong focus on enhancing customer experience.
In order to achieve that, airports are implementing digital transformations by adapting and implementing emerging technologies and integrating them with the existing ones to improve passenger and customers’ experience.
Based on this approach, Ferrovial Airports and Glasgow Airport, in collaboration with Ferrovial’ s Digital Hub and the Department for Information Systems and Innovation, have successfully carried the Digital Passenger Experience during the last two years. An ambitious program that pursues, among others, increase passenger satisfaction, maximise revenues, increase airport’s brand awareness and improve operational performance.
We are always looking for new and innovative ways in which we can further enhance customer experience at Glasgow.
The program was divided in two phases. During phase I, the team carried out a complete research and As-Is Glasgow Airport analysis, including voice of customer, competitive benchmarking, digital market & SWOT researches, archetype’s definition and customer journey map creation that resulted in a roadmap of solutions to deploy and agreed by the initiative’s board.
In phase II, which finished in March, the solutions originally defined were implemented with very positive results.
The redesign of the Glasgow Airport website and the launching of a new mobile app has increased car parking revenues by 20% though the digital channels.
Operational performance at the airport was improved though the development of an API which shares fight information from the Airport Operating Database (AODB) to external sources and through the implementation of a security queues’ passenger tracking proof of concept.
Finally the introduction of two-phases trial with GLAdys resulted into high brand visibility for the airport, as it was the first UK airport’s humanoid robot into service at an airport.
In conclusion, the project has enabled Glasgow Airport to have a solid platform to continue developing the Digital Passenger Experience during the coming years that will bring new solutions on increasing the engagement with the passenger before coming to the airport, new services to cover the end-to-end passenger journey and e-commerce.
The user centric design philosophy applied during the whole initiative has allowed both, Glasgow Airport and Ferrovial, to create a powerful toolkit to identify key value opportunities for passengers to fulfil the initial objectives.
