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DIGITAL PASSENGER EXPERIENCE 38 airportbusiness April 2016 By Vasuki Upadhya Digital technologies are the underlying solu- tion enabler. Leading airports are already using technology to provide better passenger experi- ence. Every touchpoint of passenger travel has the potential to improve passenger experience. Digital channels, digital media and self-ser- vice solutions are already a common expecta- tion in many other service-based industries. Passengers want to be able to have information and options at their fingertips on their device of choice. The technology and implementation therein is already found in retail, banking and insurance industries; airports only need to leverage and apply what already exists. Can you imagine having to physically go to a financial institution to do your banking? In the future, passengers will feel the same way about airport experiences. Future airports will have to have a person- alized and self-directed passenger focus. This direct connection with the individual pas- senger and the subsequent convenience and empowerment for the passenger will make the digital airport their hub of choice, resulting in more repeat business and new growth. There are many examples of technology disruptors that have changed industries forever; the travel industry has been impacted by AirBnB, taxi services are being challenged by Uber, tradi- tional cable companies are losing revenue to Netflix, even airlines who offer free Wifi on planes are now a deciding factor for people. Conversely, service providers now have access to rich data and information that can allow them to quickly adjust offerings to provide the best outcomes for the business. Whether variables are cultural, related to time of day, demographic or situational, being able to use it as a seed for providing contextual and per- sonalized services aids the passengers. For example, digital advertising could be tailored for each flight arrival. Airport apps could inform passengers of services that are open and avail- able to them. In short, being able to engage customers on their terms means they will have a better experience which will result in more passengers, more airlines, more market share and more retail revenue. The passenger experience is relative to their best airport experience to date and it changes with each new experi- ence. The best airport ex per ience becomes the benchmark by which others a re measured and technology is a key influencer. Airport expe- riences that fall short of t hat bench ma rk w i l l create passenger dis- satisfaction which may Airport Transformation through Digital Passenger Experience G lobal passenger traffic is growing and airports are transforming how they do business to attract new airline routes, passengers and new forms of revenue. Competition to be the source and desti- nation airport of choice is driving inno- vation to deliver a superior, differentiated passenger experience because everything is impacted by it. Technology, data sharing and collaboration will transform the airport experience for pas- sengers and ultimately, provide a significant competitive advantage.