Page 44 - AA 2018_11

Individualised products, services and
experiences will be the hallmark of a
successful airport
Within the terminal, it will be no
surprise that airports want to earn more
from their retail spaces. Hundreds of
millions of dollars are being spent to
upgrade facilities, with both unique
airport offerings, luxury brands and
familiar high street products all playing
their role in catering to individual
passengers’ desires.
“Terminal retail,” says Adelaide
Airport’s Young, “is about providing
a personalised experience for our
customers. We’re looking for direct
engagement with our passenger. We are
seeing rapid change in the international
visitor demographic, with the Chinese
market growing quickly. As part of our
terminal expansion and other future
activities, we’re providing retailers
who represent emerging trends in key
categories such as technology, fashion,
health food options, and diverse
cultural options. Duty Free stores
are also evolving to become brand
showroom spaces as part of the online-
offline part of brands’ omnichannel
strategy.”
Services, too, are growing.
“Adelaide Airport is examining
the use of a common-use international
lounge as part of our terminal
expansion. Pay-to-use lounges will
be particularly useful for smaller
international airports with multiple
carriers, where it’s uneconomical
for one airline to set up a lounge but
multiple airlines can share pay-to-use
facilities,” Young explains.
At Brisbane, Felten notes that “We
continue to see an increased demand
for lounges in various forms. Passengers
are constantly seeking services to make
their airport experience more enjoyable.
For some passengers this may mean
access to a pay per use lounge which we
currently have at the BNE International
Terminal.”
In addition, the muffled PA
announcements will become a thing
of the past, with Adelaide Airport
now using automated, synthesised
digital voices, says Mark Young. “The
synthesised voices have been developed
to be consistent and very easy for
passengers to understand. They can
also broadcast in multiple languages,
reducing the confusion for non-English
visitors.”
Adelaide is also seeing success from
its volunteer ambassador programme,
particularly from the Chinese-speaking
Adelaide Airport is looking at
a common-use international volunteers who are stationed within
the immigration area within arrivals to
lounge. seth jaworski
assist inbound passengers.
44 AUSTRALIAN AVIATION