INTERNATIONAL.
Airports can drive sales by giving customers reasons to share personal information, according to a new study.
The study, commissioned by loyalty marketing services company ICLP, suggests that many travellers are happy to share information with airports in return for benefits. The data can then be used to better understand customers and build personal relationships, which has the potential to boost revenue.
The survey was conducted by independent research agency SSI using a sample of just under 3,000 travellers.
According to the study, 64% of travellers are already actively trying to connect with the airport, with only 5% of travellers stating that they do not want a relationship with the airport at all.
The company said most travellers use airport websites to find practical information, including: departure and arrival times (79%), traffic news (52%), how to get to/from airport (46%) and airport parking (35%).
However, only around 21% use airport websites to find out about shopping, with 25% using it to learn about food and drink options.
Over half of respondents would be willing to share their personal details in return for free Wi-Fi (58%) or flight notifications (51%), the study found.
Just under half would be happy to share their personal information in exchange for financial incentives such as pre-flight vouchers (43%) and shopping vouchers (42%). A third of respondents would register their personal data in return for road traffic information (35%) or a loyalty card (31%). However, 12% said that nothing would encourage them to share information.
“This survey highlights the need for airports to take a sophisticated approach to understanding their travellers, giving customers compelling reasons to share their personal information,” said ICLP Managing Director Mignon Buckingham. “This is key to providing traveller memberships, services and loyalty programmes that are purpose-built to fit their needs and therefore are more successful.”
Buckingham said the study also showed that a quarter of travellers felt they had a better relationship with the airline than the airport. “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,” he said.
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