Building Your Airport’s Public Image


                 Syed Mohammed Mehdi
               Director of Marketing and Promo...
quot;There is only one boss. The customer.
And he can fire everybody in the company from the chairman on
   down, simply b...
Introduction


•   Why is your airport’s image relevant to revenue?

•   What are the features that contribute towards you...
THE JIGSAW



                        Market

             People



                        Service
             Airline ...
Main Revenue Drivers at Airports

Cargo
                                   Passengers




 Commercial
 property
The Most Important Revenue Driver

 CUSTOMER SERVICE

                     •   The airport revolves around
               ...
Public Perception of a Typical Airport
• Crowded
• Long waiting times
• Long queues


• Limited choice



• “Its not my jo...
Passenger Ordeal at the Airport


          Arrive at   Check-in                         Airside
                         ...
So What?

• What is the relevance
  – Commercial customer & Pax - Revenue generators
  – Close correlation of revenue and ...
Passenger and Duty Free Sales Correlation at
                        Bahrain International Airport
                 10    ...
What Features Contributes Towards The
Best Practices of Your Airport

TOP 5 + 2 AREAS OF BEST PRACTICE – ACI Survey 2007

...
Passengers CAN Make or Break your Airport

•   We spent 2 hours on the way to Sydney in XXXXX airport and then
    4 hours...
Passengers CAN Make or Break your
Airport



•   Modern and spacious, with nice shops and places to eat, especially
    in...
So What Should Be Done?

• Understand your Customers/Passengers
   – Types
   – Needs
   – Behaviours


• Engage with them...
And What Else Should Be Done?


• Put Quality and Customer Service
on the top of the list

• Develop Cross-cultural Awaren...
New Chapter in Your Airport Operations
Manual
• CUSTOMER SERVICES
   –   Inculcate in Work Culture
   –   Make it as a JOB...
Airport Operations should revolve around Customer Service

                                   Terminal
                Gov...
Build a Strong Image with the Airport
Service Providers

    Staff Composition


     1. Retail and Duty Free

     2. Gro...
Build a Strong Image with the Airport
Service Providers

• Airport should take a
  leadership role
• Open up a dialogue
• ...
Build a Strong Image with the Airport
Service Providers



• Engage with all of them
• Inculcate an attitude of “Yes We Ca...
BUT WHY????
A TALE OF TWO AIRPORTS



ONCE UPON A MODERN TIME IN ARABIA
                                    cont….
OUR FIRST AIRPORT

IN THE LAND OF OIL AND RICHES AN AIRPORT WAS BUILT
   ON A 700SQ KM AREA
•   50% of the country’s GDP if generated in the region.
•   The major industry in the province is Oil and Petrochemicals....
•   The region is also aspiring to
    be the petrochemical industrial
    centre of the world.

•   This Airport has a ca...
THE OTHER AIRPORT
               •   In 2007
                    – Passengers – 7.3 million
                        • 9% g...
WHO WON?




                  BAH
           DMM


                   1st
            2nd
• More people originating from Eastern province use
  Bahrain International Airport
   – For excellent customer service

 ...
WHAT MAKES IT DIFFERENT?
Partnership for Success




                           Customer
               Passenger
To Conclude

“Tourists and foreigners get their first impressions of the country on
   arrival at the Brunei International...
quot;The single most important thing to remember about any enterprise is
  that there are no results inside its walls. The...
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Building your airport\'s image

  1. 1. Building Your Airport’s Public Image Syed Mohammed Mehdi Director of Marketing and Promotion Bahrain International Airport, Civil Aviation Affairs Kingdom of Bahrain 26-27 August 2008 Singapore Maximising Non-aeronautical Revenue Through Airport Services
  2. 2. quot;There is only one boss. The customer. And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else.quot; Sam Walton
  3. 3. Introduction • Why is your airport’s image relevant to revenue? • What are the features that contribute towards your image? • Opening the door to excellent customer service • Building a strong internal image with all the airport’s service providers • A TALE OF TWO AIRPORTS
  4. 4. THE JIGSAW Market People Service Airline Providers
  5. 5. Main Revenue Drivers at Airports Cargo Passengers Commercial property
  6. 6. The Most Important Revenue Driver CUSTOMER SERVICE • The airport revolves around Customer Service – Terminal Operations – Retail – Air Traffic Control CS – Car parking – Commercial property off terminal
  7. 7. Public Perception of a Typical Airport • Crowded • Long waiting times • Long queues • Limited choice • “Its not my job” type of people • Stroppy • Expensive - commercially
  8. 8. Passenger Ordeal at the Airport Arrive at Check-in Airside Landside Security Board Airport Process Area Area Aircraft Stress Time
  9. 9. So What? • What is the relevance – Commercial customer & Pax - Revenue generators – Close correlation of revenue and Pax Source: Fraport
  10. 10. Passenger and Duty Free Sales Correlation at Bahrain International Airport 10 40 Correlation Coefficient 9 R2 = 0.99 35 8 30 7 Sales in BHD (millions) 25 6 Pax (millions) 5 20 4 15 3 10 Pax (millions) 2 Bahrain Duty Free Sales 5 1 0 0 2005 2006 2007 2008 (E)
  11. 11. What Features Contributes Towards The Best Practices of Your Airport TOP 5 + 2 AREAS OF BEST PRACTICE – ACI Survey 2007 1. Cleanliness of airport terminal 2. Over all satisfaction with the airport 3. Courtesy, helpfulness of check-in staff 4. Courtesy, helpfulness of airport staff 5. Ambience of the airport 6. Availability of toilets 7. Efficiency of check-in staff
  12. 12. Passengers CAN Make or Break your Airport • We spent 2 hours on the way to Sydney in XXXXX airport and then 4 hours on the way back, it is small, only one place to get a drink or food. There is not enough seating. I will not be using XXXXXXX airport again. • Apart from this airport being an architectural abomination and a glorified cattle market, we experienced the worst customer service from airport security. ……………………………We will avoid this airport at all costs in the future. • Don't use it if you have other options, it is worth the money, even extra waiting hours. Bad colours make you feel you're in a den, non- smiling, unhelpful, unkind, non English speaking personnel. People eat, sleep and rest on the floors. Avoid this airport.
  13. 13. Passengers CAN Make or Break your Airport • Modern and spacious, with nice shops and places to eat, especially in boarding area. Spotless toilets plus free internet wi-fi access in all areas • I been in this airport 4 times in the last four years and a have to tell that I'm very sure that this it has to be the # 1 in the world, not only for the clean facilities but because the magic of this incredible country and the polite people.
  14. 14. So What Should Be Done? • Understand your Customers/Passengers – Types – Needs – Behaviours • Engage with them - open up a dialogue • Meet the Customer’s/Passenger’s needs
  15. 15. And What Else Should Be Done? • Put Quality and Customer Service on the top of the list • Develop Cross-cultural Awareness • Engage all the service providers at your airport
  16. 16. New Chapter in Your Airport Operations Manual • CUSTOMER SERVICES – Inculcate in Work Culture – Make it as a JOB requirement – Teach to empathise – Communicate – Regular, Precise and Clear • Adopt Mission Statement Similar to Atlanta Airport’s TO BE THE WORLD’S BEST AIRPORT BY EXCEEDING CUSTOMER ESPECTATIONS
  17. 17. Airport Operations should revolve around Customer Service Terminal Govt. Agencies Operations Customer Ground Retail Handling Service Car Parks
  18. 18. Build a Strong Image with the Airport Service Providers Staff Composition 1. Retail and Duty Free 2. Ground Handling >97% 3. Security and Govt. Agencies Airport Staff if any
  19. 19. Build a Strong Image with the Airport Service Providers • Airport should take a leadership role • Open up a dialogue • Create a unified Customer Service program
  20. 20. Build a Strong Image with the Airport Service Providers • Engage with all of them • Inculcate an attitude of “Yes We Can” • Reward and give recognition for Customer Service
  21. 21. BUT WHY????
  22. 22. A TALE OF TWO AIRPORTS ONCE UPON A MODERN TIME IN ARABIA cont….
  23. 23. OUR FIRST AIRPORT IN THE LAND OF OIL AND RICHES AN AIRPORT WAS BUILT ON A 700SQ KM AREA
  24. 24. • 50% of the country’s GDP if generated in the region. • The major industry in the province is Oil and Petrochemicals. • Other major industries supporting the Oil and Petrochemical industries are construction, power plant, food processing, etc. • Over 100 projects have been signed off with a total project value about US $100 billion. Some of the major projects are listed below: – US$ 16 billion Petrochemicals at Ras Tanura – US$ 25 billion mineral processing BAHRAIN – US$ 6 billion heavy oil refinery – US$ 3 water and electricity project
  25. 25. • The region is also aspiring to be the petrochemical industrial centre of the world. • This Airport has a catchment of 3-4 million people – High propensity to fly – High disposable income • 25 Airlines • 3.8 million passengers
  26. 26. THE OTHER AIRPORT • In 2007 – Passengers – 7.3 million • 9% growth – Cargo – 380,000 tonnes • 6% growth • 37 Airlines • 50 Destinations • 884 weekly departures • Local Population of 1.5 million
  27. 27. WHO WON? BAH DMM 1st 2nd
  28. 28. • More people originating from Eastern province use Bahrain International Airport – For excellent customer service – For excellent facilities – For the fact that we listened/listening/will listen to our valuable customer
  29. 29. WHAT MAKES IT DIFFERENT?
  30. 30. Partnership for Success Customer Passenger
  31. 31. To Conclude “Tourists and foreigners get their first impressions of the country on arrival at the Brunei International Airport and so it is important to have facilities and services that are of a high standard” – H.E. Minister of Tourism, Kingdom of Brunei Eliminate These Capture These
  32. 32. quot;The single most important thing to remember about any enterprise is that there are no results inside its walls. The result of a business is a satisfied customer.quot; Peter Drucker THANK YOU

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