Study says airports and passengers benefit from information sharing

BTN News
Wednesday, 06 July 2016

A new 3,000-passenger study commissioned by global loyalty firm ICLP says airports can encourage passengers to engage and share information in a way that benefits both parties.


About 64 per cent of passengers already connect with airports (most of them via airport web sites) and only five per cent say they don't want to.


When using those sites, travellers most commonly seek: Departure and arrival times (79 per cent), traffic news (52 per cent), how to get to/from airport (46 per cent) and airport parking (35 per cent), shopping (21 per cent) and food and drink options (25 per cent).


Requests for information provide an opportunity for airports to engage with passengers, developing a relationship with them and targeting them as individual customers, the study says.


More than half of respondents said they would be willing to share their personal details in return for free wifi (58 per cent) or flight notifications (51 per cent). Just under half would be happy to share their personal information in exchange for financial incentives such as pre-flight vouchers (43 per cent) and shopping vouchers (42 per cent). A third of respondents would register their personal data in return for road traffic information (35 per cent) or a loyalty card (31 per cent).


Overall, only 12 per cent of passengers said nothing would encourage them to share information. Millennials were the most open to sharing their personal details, and baby boomers the most reluctant (22 per cent).


Airports therefore need to get the offer right so that passengers can balance their desire to protect their privacy with receiving benefits that are relevant to their individual needs.


Commenting on the findings, Mignon Buckingham, managing director of ICLP said: “This survey highlights the need for airports to take a sophisticated approach to understanding their passengers, giving customers compelling reasons to share their personal information. This is key to providing traveller memberships, services and loyalty programs that are purpose-built to fit their needs and therefore are more successful.”


Buckingham continued: “Our study also revealed that a quarter of passengers feel they have a better relationship with their airlines than with airports. There is undoubtedly an untapped opportunity for airports to drive sales by motivating customers to share information about themselves, collecting and using the right data and insight to better understand their customers.”

Study says airports and passengers benefit from information sharing

BTN News
Wednesday, 06 July 2016

A new 3,000-passenger study commissioned by global loyalty firm ICLP says airports can encourage passengers to engage and share information in a way that benefits both parties.


About 64 per cent of passengers already connect with airports (most of them via airport web sites) and only five per cent say they don't want to.


When using those sites, travellers most commonly seek: Departure and arrival times (79 per cent), traffic news (52 per cent), how to get to/from airport (46 per cent) and airport parking (35 per cent), shopping (21 per cent) and food and drink options (25 per cent).


Requests for information provide an opportunity for airports to engage with passengers, developing a relationship with them and targeting them as individual customers, the study says.


More than half of respondents said they would be willing to share their personal details in return for free wifi (58 per cent) or flight notifications (51 per cent). Just under half would be happy to share their personal information in exchange for financial incentives such as pre-flight vouchers (43 per cent) and shopping vouchers (42 per cent). A third of respondents would register their personal data in return for road traffic information (35 per cent) or a loyalty card (31 per cent).


Overall, only 12 per cent of passengers said nothing would encourage them to share information. Millennials were the most open to sharing their personal details, and baby boomers the most reluctant (22 per cent).


Airports therefore need to get the offer right so that passengers can balance their desire to protect their privacy with receiving benefits that are relevant to their individual needs.


Commenting on the findings, Mignon Buckingham, managing director of ICLP said: “This survey highlights the need for airports to take a sophisticated approach to understanding their passengers, giving customers compelling reasons to share their personal information. This is key to providing traveller memberships, services and loyalty programs that are purpose-built to fit their needs and therefore are more successful.”


Buckingham continued: “Our study also revealed that a quarter of passengers feel they have a better relationship with their airlines than with airports. There is undoubtedly an untapped opportunity for airports to drive sales by motivating customers to share information about themselves, collecting and using the right data and insight to better understand their customers.”