Frequent flyers have a strong desire for a seamless digital experience at the airport, according to new research from Priority Pass.
The independent airport lounge access company carried out research on its members following a recent brand refresh to find out which aspects of the airport digital experience were considered most important.
The Digital Pulse survey found that the features rated most highly were a new digital membership card and mobile app. “The findings point towards a new breed of ‘digital flyer’ who is looking for an intuitive and personalised journey at the airport, while having the stress of travel kept to a minimum,” the company stated.
Priority Pass said previous research also showed the emergence of a “new digital breed of flyer”, with 81% of European travellers considering flight status alerts as being important or vital when traveling by air and 62% agreeing that digital boarding passes and e-tickets make the airport experience easier.
The digital features rated most highly by Priority Pass are digital membership cards and mobile apps | |
“There’s an increasing demand for a seamless digital experience,” said Priority Pass Global Marketing Director Stephen Simpson. “Through the effective use of technology, airports have succeeded in enabling passengers to help take complete control of their journey, something that organisations in other sectors can only dream about. From the moment a passenger enters the terminal doors, to the moment their feet touch foreign soil, digital technologies are playing an increasingly important role.”
Brand engagement
Digital flyers are also far more likely to be brand advocates, according to the research, which took into account 11,736 respondents.
|
As part of its survey, Priority Pass measured the ‘Net Promoter Score’ (NPS) of all respondents, using it as an index to assess the willingness of its members to recommend its products and services to others.
It found 59% of its members to be brand promoters, with an average NPS of 45. Priority Pass also said it found a direct correlation between the NPS score of members and the number of communications channels they are subscribed to. Those subscribed only to e-mail had an NPS score of 49; this figure increased to an NPS score of 66 for those who subscribed to both e-mail and Facebook.
“It is clear that our happiest members are also those who are most engaged with the brand across all digital communications channels,” said Simpson. “This serves to reiterate our own commitment to enhancing the technology, processes and tools used to deliver a superior travel experience for all of our customers.”