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Q. AS A LEADER IN THE AVIATION Q. AIRPORT PLAYS A SIGNIFICANT impression of the Sri Lanka While we need to utilize our marketing culture is critical for the
SECTOR, HOW DO YOU BALANCE ROLE IN CREATING THE FIRST Airports as gateways to the human resources to mitigate the customer-oriented service culture.
LONG-TERM STRATEGIC GOALS IMPRESSION OF A COUNTRY. WHAT country. Accordingly, a series of • A greeting that resonates challenges of limited physical We believe the marketing will
WITH SHORT-TERM MARKETING ARE THE NEW INITIATIVES AND activities have been scheduled with passengers can improve infrastructure, we are also in create value for the organization,
INITIATIVES? CHALLENGES FACED? with the BIA frontline staff to greet their overall experience. It can the process of enhancing other aviation industry, future of air
The long-term orientation The aviation industry is changing the passengers with the phrase evoke positive emotions and new technologies for passenger mobility, and the national economy
make the airport experience
is considered on the vision that rapidly. In today’s business world, “Ayubowan” (wdhqfndajka) ‘Sri Lanka’ more enjoyable. facilitation. articulating marketing as the core
we all pursue to be. We intend airlines as well as airlines, bound with our traditional culture business philosophy exceeding the
to address the most important air travelers have meaningful of greeting any visitor. The program • A greeting that highlights Q. WHAT DO YOU BELIEVE IS THE expectations of all stakeholders
issue of developing the physical choices among airports and there was initiated with the front-line local culture and values MOST IMPORTANT ASPECT OF through internal and external
infrastructure at the airport. At the is an increasing urgency among staff of AASL and other key service can instill a sense of pride BUILDING A STRONG, ADAPTABLE marketing endeavors. Therefore,
same time to attract international airport marketers to differentiate providers. Raising awareness and among the local community. ORGANIZATION AND A TEAM the aspiring youth should develop
airlines to Sri Lanka airports and themselves by meeting the needs attitude building is a key factor for It strengthens the airport’s IN SUCH A FAST-CHANGING the skills and competencies to
contribute for the socio-economic of customers better than the this cultural change. Therefore, we role as an ambassador for the INDUSTRY LIKE AVIATION? identify the customer’s
development of the country are the competition. The service level have initiated a series of service country. The most important factor ever-changing emotions. He or
major concerns. While the long- of an airport has been a key education and training program I would identify will be the service she needs to develop creativity,
term strategic goals are pursued, competitive factor that contributes targeting the lowest categories • By incorporating a thoughtful leadership with a passion for innovation, and resilience, and
we attempt to carry out the airport significantly to attracting airlines of employees to the highest level. and culturally relevant creating a memorable passenger keep abreast with the latest
operations to the best of our ability to airports. Physical infrastructural This program is expected to cover Ayubowan greeting, can experience. The leader will play technological developments in the
to meet customer satisfaction with facilities effect significant way to all the frontline staff of all other enhance the brand, improve the leading role in emphasizing aviation industry. Further, he or
the limited physical infrastructure the service uplift of an airport. The stakeholders work at BIA. customer satisfaction, and the strategic importance of the she needs to monitor always the
and bring in new technology current capacity of Bandaranaike create a lasting positive customer. Customer orientation external business environment
to arrest the capacity crunch. International Airport (BIAP is The objectives of this program are impression. is the key element an organization factors to identify opportunities
Addressing the pressing issues limited to handle around 6 mn to enhance the first impression of in aviation would always dream and threats. I would also suggest
is the critical factor as the number passengers per annum and it limits the Sri Lanka Airports as gateways to create. The leader will declare developing conceptual as well as
of passenger movements handled the physical capacities to meet the to the country and to strengthen a The challenge is to provide the the customer service policy of the technical skills, which are critical
increases. Marketing initiatives expectations of the passengers, service-oriented culture of all staff expected level of service to organization, create a common for success in the profession of
are more focused on attracting airlines and airport users at the of all institutions at BIA. every guest at every passenger language at work place, enable marketing in aviation.
international airlines, facilitating airport. Airport and Aviation touchpoint. Our vision is to be the the subordinates to enhance
the airlines for successful route Service Sri Lanka (Pvt) Limited is in friendliest aviation partner in global the service delivery at each touch
development at Colombo as their the process of recommencing the Why we use “Ayubowan” connectivity toward a sustainable point, motivate the employees,
favourable destination, retaining construction of the new Terminal (wdhqfndajka) economy. Understanding the enable service innovation, promote
the existing airlines, etc are the key. 2. The new passenger terminal vision, philosophy, and values of service education towards higher
The long-term goals have been will be able to facilitate over 9 mn everyone who works at an airport is productivity and be a role model.
identified in the corporate planning passengers on completion and the • Reflecting Local Culture: This critical to creating a unified service
process of the organization. total capacity together with the will reflect the unique culture experience for guests. Therefore, Q. WHAT ADVICE WOULD YOU GIVE
The company has identified the existing terminal will go over 15 and identity of the country and we recently developed a new TO SOMEONE ASPIRING TO LEAD
key goals such as optimizing million passengers per annum. Ayubowan greeting will give service vision statement to rally IN THE AVIATION MARKETING
the capacities to meet future subtle meaning of Sri Lanka’s everyone for the intended service INDUSTRY?
demand, Enhancing the level of AASL introduced “Ayubowan” culture rich with hospitality. vision of ‘Make every moment
service for customer satisfaction, (wdhqfndajka) Sri Lanka Program to • This will contribute to the happy and exciting for every guest.’ Marketing is the overall business
contribute to most applicable Welcome Passengers and Tourists airport’s brand identity. It helps Our purpose if to help passengers philosophy of any organization.
UN’s sustainable development at BIA. differentiate the country from and guests have/experience a Customer needs identification
goals (SDGs), To be in par with other regional competitors happy journey. Service education and Customer orientation are the
evolving technology, Enrich human We have launched a program and can be a key element in and training play a pivotal role key for organizational success.
capital to increase productivity and under the name “Ayubowan” marketing and promotional at a service organization. We The main customer for the
comply with aviation safety and (wdhqfndajka) Sri Lanka with the efforts. developed a new service value airport is Airline and we serve the
security standards. objective of enhancing the first passengers, stakeholders and
mantra as HAPPY. The word happy other airport users etc. Marketing
is based on defined values such will increase the organizational
as; Helpfulness, Anticipation, orientation towards the customer.
Passion, Politeness, and Therefore, promoting an internal
Yes - Minded.

13 From Campus to Corporate Leadership l Aug/Sep 2025 l www.bimt.lk From Campus to Corporate Leadership l Aug/Sep 2025 l www.bimt.lk 14