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Future trends and visions
at Helsinki Airport
FUTUAeroport III seminar
Helsinki Airport
Vantaa 5.3.2015
Editors
Introduction: Destination (r)evolution in the global village and hyperconnected world
A key motto: Worldwide inter...
Editors
V. A. Heikkinen
Principle Lecturer, Service Innovations
Food & Restaurant Researcher
Research Topics: TransEconomy...
Introduction: Destination (r)evolution
in the global village and hyperconnected world
Helsinki Airport is a vital, signifi...
A key motto: Worldwide interaction
“People have always had a natural need to move as well as to
discover and experience th...
Business trends
at Helsinki Airport
2015
16 30 million visitors
Trend 1: Helsinki Airport will double its
passenger volume in 10–15 years
1500 3 000 companies...
8
• Helsinki Airport: a smart travelling and transit airport
• The shortest way to Europe (flights from Asia operate via
H...
日本
China-
towns
South-
Korean
Trend 3: The CJK (China, Japan, South Korea) strategy is vital
China, Japan and South Korea ...
Traveller trends
Demographics are ”dead”…
but long live need and mood analysis
Perfect
seats,
lounges
Startups &
pop-ups
Vending
Minimuseum,
art room,
library Playrooms
Napping
cafés
Restaurant,
pubs,
...
Trend 5: Silent traveller is here and everywhere
Key fact: On average, a traveler spends only 12 € at the airport per visi...
Perfect seat
lounges
Trend 6:
Diginarcissists, watchers
and dandies are
also at the airport
Startups &
pop-ups
Vending
Min...
Trend 7: A ”selfness traveller” biohacks and enjoys biogastronomy
Selfness traveller:
• Body and outlook is god!
• Respons...
Trend 8: The Chinese have eight traditional festivals. The service
managers should know how to take them into consideratio...
Concept trends
Trend 9:
Polymorph[ic] spaces are everywhere
Case The Box @ Haaga-Helia
Imagineering and innovation lab @ Haaga-Helia
Simulations of future experiences in polymorphic spaces:
• Info Lounge (tran...
Trend 10: MORE goes to travellers
• MORE = MObile REstaurant
• Where’s the queue? There is
MORE!
• Past: people go to a re...
MORE – full of Internet of Business Things (IoBT)
Restaurant operators and brands of MORE can use
IoBT, for example beacon...
Management areas
behind MORE
Back:
• Water management
• Waste management
• Energy management
• Zero management
• Smart dis...
Trend 11: Almost@Home – smart ”Scandisphere”
as a Finnish export concept
”Scandi branded” spaces
Atmosphere similar to
a l...
Trend 12: Kids first
• Virtual and real journeys before a flight
• 3Us: Useful, Usable & Used spaces
• Visual multinationa...
Management trends
• Neuroselling combines knowledge
in cognitive psychology, customer
psychology and neuroscience with
proven communication,...
Brand and travel worlds become more experience driven, media supported
and multi-channeled.
The need to change and develop...
Service Design,
Ambient Design,
Design
Management
Brand & concept
skills
Good & cool
watching
Liikepaikka
Hybrid traveller...
Brand trends
Trend 17: Luxury brands are at the airport
• Finnish luxury brands should be found at the airport.
• Key elements of Arcti...
Trend 18:
Finland’s boutique brandportfolio should be available at
Hilton Helsinki Airport Hotel
• opens Helsinki Airport’s mobile web page
• passengers receive automatically the link when landing
• the current situatio...
Bus firms
Taxi firms
Content producers
Digi studios
Ambient & design studios
Airline offices
Travel agencies
Car rentals
H...
Future Trends and Visions at Helsinki Airport
Future Trends and Visions at Helsinki Airport
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Future Trends and Visions at Helsinki Airport

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FutuAeroport III minireport by V.A. Heikkinen & Pasi Tuominen (Haaga-Helia University of Applied Sciences) collects Business, Traveller, Concept, Management and Brand Trends of Helsinki Airport.

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Future Trends and Visions at Helsinki Airport

  1. 1. Future trends and visions at Helsinki Airport FUTUAeroport III seminar Helsinki Airport Vantaa 5.3.2015
  2. 2. Editors Introduction: Destination (r)evolution in the global village and hyperconnected world A key motto: Worldwide interaction Business trends at Helsinki Airport Trend 1: Helsinki Airport will double its passenger volume in 10–15 years Trend 2: Finnish business landscape – growth and volumes from Asia Trend 3: The CJK (China, Japan, South Korea) strategy is vital Traveller trends Trend 4: Hybrid travellers have a lot to choose from Helsinki Airport’s multiservice portfolio. But this is not enough. Many of them are ”coolhunting” for new experiences & unique stories Trend 5: Silent traveller is here and everywhere Trend 6: Diginarcissists, watchers and dandies are also at the airport Trend 7: A ”selfness traveller” is biohacking and enjoying biogastronomy Trend 8: The Chinese have eight traditional festivals. The service managers should know how to take them into consideration in selling and marketing Concept trends Trend 9: Polymorph[ic] spaces are everywhere Trend 10: MORE goes to travellers Trend 11: Almost@Home – smart ”Scandisphere” as a Finnish export concept Trend 12: Kids first Management trends Trend 13: Neuroselling Trend 14: Hypnotic social media Trend 15: The R & D & I (research, development and innovation) of customer experiences Trend 16: Develop pedagogy at Helsinki Airport Brand trends Trend 17: Luxury brands are at the airport Trend 18: Finland’s boutique brandportfolio should be available at Hilton Helsinki Airport Hotel Trend 19: An inspring and smooth welcome message and a hyperlink to Finland and Helsinki Trend 20: Green Digital Airport 2025 (Simplicity – Emotion – Sustainability – EcoFUN)
  3. 3. Editors V. A. Heikkinen Principle Lecturer, Service Innovations Food & Restaurant Researcher Research Topics: TransEconomy = Philoxenia + FuTourism + Travelzation Haaga-Helia University of Applied Sciences + 358 40 5781569 vesa.heikkinen@haaga-helia.fi Pasi Tuominen Lecturer, Customer Experience Research topics: Polymorphic spaces = mixed reality + multisensory experiences Haaga-Helia University of Applied Sciences +358 40 4887536 pasi.tuominen@haaga-helia.fi Co-writers: Juha Jokinen & Olli Vuori, Juha Kätkä, Mona Eskola & Riina Latvala. Photos and figures: Fantasiarakenne, Finavia, Finnair, Karoliina Halonen, Kauko Helavuo, Juha Kätkä, Metos, Mona Eskola, Riina Latvala, Sami Hyrskylahti, SSP Finland, Ville Järvi. Publisher: Haaga-Helia University of Applied Sciences, 2015
  4. 4. Introduction: Destination (r)evolution in the global village and hyperconnected world Helsinki Airport is a vital, significant urban centre and traffic hub, with 35,000 jobs and 1,500 companies. In 2014, over 16 million travellers passed through the airport. In addition, Helsinki Airport is an important transit junction and the most international travel area in Finland. It has a Nordic and glocal (= global + local) atmosphere which we call Scandinavian sphere, Scandisphere. Finavia invests about 900 million euros in its ongoing development programme which will prepare Helsinki Airport to serve 20 million passengers annually by 2020. The programme aims to consolidate Helsinki Airport’s status as one of the world’s leading transit airports. Finavia will also open almost 70 new or renovated retail service points at the airport in the next few years. One of today's key elements at an airport is the development of customer experiences. In fact, airports all over the world compete by creating and producing experiences since airports' brand and concept portfolio has started to look the same all over the world. Airport directors would like to create and develop cost- and time-efficient services and vivid customer experiences at the same time. Technological innovations are important at the airports. There will be more self-service arrangements (check-in, seat selection, boarding pass and bag tag printing, baggage drop-off, self-boarding e-gates), security scanners and solutions in robotics. The main objective is that passengers feel the security check as a smooth, efficient and well organized process while achieving a higher security level at the same time. This trend report consists of 20+1 crystallized trend slides. It seems that these trends will affect the developments of service infrastructure at Helsinki Airport in next 10 years. There are five categories of trends: (1) business trends, (2) traveller trends, (3) concept trends, (4) management trends and (5) brand trends. This FUTUAeroport III trend report follows the publications FUTUAeroport (2012) and FUTUAeroport II (2013, 2014). The main goal of this report is to describe and predict tomorrow's service landscapes and to give ideas for technological development and service innovations at Helsinki Airport – which could be branded Sibelius Airport in the future. In Helsinki, March 2014 Vesa Heikkinen & Pasi Tuominen
  5. 5. A key motto: Worldwide interaction “People have always had a natural need to move as well as to discover and experience the world. No virtual phenomenon can replace a genuine experience or a relationship with another person. When people move and knowledge flows, wellbeing and affluence increase and the risk of conflict falls. Worldwide interaction also enhances equality. Moving from one place to another becomes more and more easy and fast.” – Finnair: Departure 2093 – Five Visions of Future Flying (2008)
  6. 6. Business trends at Helsinki Airport
  7. 7. 2015 16 30 million visitors Trend 1: Helsinki Airport will double its passenger volume in 10–15 years 1500 3 000 companies 35 000 50 000 workers 2015 2030 500 1 000 flights per day
  8. 8. 8 • Helsinki Airport: a smart travelling and transit airport • The shortest way to Europe (flights from Asia operate via Helsinki) • Helsinki’s location enables HEL–Asia return flights in 24 hours • Major competitive advantage due to efficient aircraft utilization • Helsinki must provide eco-efficient operations and a high quality of services (so that passengers, airlines and other customers choose Helsinki as their most preferred, green gateway) • Helsinki must be profitable for airlines (from and to Helsinki). The same applies to shops, restaurants and other customers and stakeholders that choose to run operations in Helsinki. Business must be profitable. • Helsinki reduces customers’ total cost of operations. This helps to develop aerobusiness in Helsinki. Why not Berlin, Copenhagen, Oslo…? Hey, look at the globe!
  9. 9. 日本 China- towns South- Korean Trend 3: The CJK (China, Japan, South Korea) strategy is vital China, Japan and South Korea are the main sales markets. Chinese, Japanese and South Korean tourists: • have a growing purchasing power • are hunting for brands, trends, wild nature, Christmas experiences and white landscape and snow • want to see and experience Europe • travel to Europe via Helsinki • on their next trip to Europe they could stop and spend time (several days) in Finland and Scandinavia Visit Finland (www.visitfinland.com) should develop and update continuously its strategy and tactics on must see sites and experiences in Finland (Santa Claus, Lapland, etc.)
  10. 10. Traveller trends Demographics are ”dead”… but long live need and mood analysis
  11. 11. Perfect seats, lounges Startups & pop-ups Vending Minimuseum, art room, library Playrooms Napping cafés Restaurant, pubs, cafés Boiler room Arctic food & souvenier shops Music and game spaces Selfness spacesTerraces with outdoor scenery Cleanest toilets in the world Shops Meeting rooms Trend 4: Hybrid travellers have a lot to choose from Helsinki Airport’s multiservice portfolio. But this is not enough. Many of them are ”coolhunting” for new experiences & unique stories
  12. 12. Trend 5: Silent traveller is here and everywhere Key fact: On average, a traveler spends only 12 € at the airport per visit 12 UNSOPHISTICATED AttitudetoF&B MORE SOPHISTICATED AttitudetoF&B MOST SOPHISTICATED AttitudetoF&B Routine Refueller Apathetic experience Lover Constrained experience seeker Cheap food-lover Conservative food-lover Experimental food-lover Indifferent to F&B On-the-go Refueling Simple choices Richer Experiences Tasty, fresh, indulgent Safe space Tranquil & wholesome No Time Simple efficiency An example: Segmentation of users (food and bevarages services) at Helsinki Airport An example: need-state segmentation of users (food and bevarages services) at Helsinki Airport Lifestyles of a silent traveller: • Go through service worlds without speaking to anyone • Not hungry, not thirsty, no brand needs, no brand loyalty • just simple being at an airport • Culturally sophisticated, business freestyler • Mobile first • BHOE (Brings Her/His Own Entertainment) • Hopes to see and experience surprises • Searches always for “something” to happen
  13. 13. Perfect seat lounges Trend 6: Diginarcissists, watchers and dandies are also at the airport Startups & pop-ups Vending Minimuseum, art room, library Playrooms Napping cafés Restaurants, pubs, cafés Arctic food & souvenier shops Music and game spaces Selfness spacesTerraces with outdoor scenery Cleanest toilets in the world Shops Meeting rooms + DIGITAL LAYER Robotics Wearable technology Fast-laning services Apps, games Mobile wallets Slow travel services Local handcrafts Local food + SUSTAINABLE LAYER
  14. 14. Trend 7: A ”selfness traveller” biohacks and enjoys biogastronomy Selfness traveller: • Body and outlook is god! • Responsible for his/her own health, body and physical condition • Measuring your body with sensors (wrist, mobile gadgets, etc.) • Studying neurogastronomy • Enjoying Phood (= Pharmautical Food) • Needs menus for her/his body & soul Selfness = Self + wellbeing + fitness Biogastronomy = Biotech + gastronomy
  15. 15. Trend 8: The Chinese have eight traditional festivals. The service managers should know how to take them into consideration in selling and marketing Double Seventh Festival Date: the 7th day of seventh lunar month Customs: praying for skillful hands, appreciating the stars, eating noodles, jiaozi and wontons. Mid-autumn Festival Date: the 15th day of the eighth lunar month Customs: appreciating and offering sacrifice to the moonlight, eating moon cakes. Chongyang Festival Date: the 9th day of the ninth lunar month Customs: eating chongyang cake, drinking chrysanthemum wine, climbing mountains, appreciating beautiful chrysanthemums Winter Solstice Date: Dec. 21st, 22nd or 23rd in solar calendar Customs: having dumplings in northern areas and having sticky puddings in southern areas Laba Festival Date: the 8th day of the 12th lunar month Customs: eating laba rice porridge Spring Festival Date: 1st–15th of the first lunar month Customs: pasting scrolls, the character 'Fu', and paper-cuts pictures, displaying firecrackers and fireworks, paying New Year visits, eating jiaozi Lantern Festival Date: the 15th day of the first lunar month Customs: watching lanterns and fireworks, guessing lantern riddles, performing folk dances, eating yuanxiao Qingming Festival Date: April 4th or 5th of the solar calendar Customs: tomb sweeping, spring outings, flying kites Dragon Boat Festival Date: 5th day of the 5th lunar month Customs: fragon boat racing, eating zongzi, wearing a perfume pouch and tying five- colour silk thread, hanging mugwort leaves and calamus
  16. 16. Concept trends
  17. 17. Trend 9: Polymorph[ic] spaces are everywhere Case The Box @ Haaga-Helia
  18. 18. Imagineering and innovation lab @ Haaga-Helia Simulations of future experiences in polymorphic spaces: • Info Lounge (transportation hubs, hotels) • Inno(vation) areas (transportation hubs , shopping centres, hotels, conventions) • Hotel room of the future • Themed experience dining (restaurants, public food services) • Tailored simulations for product, device and process evaluation The simulations will use, e.g., the following technologies: • High-definition projection and mirroring in mixed reality environments (Visions & Moving Images) • Themed, immersive sounds and soundscapes (Soundscape, Audio Branding, Psychoacoustic solutions) • Scents and moisture control (Olfactory stimulation) • Moving and resonating surfaces (Haptic feedback) The simulations will be monitored and measured using • Electroencephalography (EEG), Heart Rate Variance, Eye tracking • Video observation • Computer aided ethnography and choice based conjoint analysis
  19. 19. Trend 10: MORE goes to travellers • MORE = MObile REstaurant • Where’s the queue? There is MORE! • Past: people go to a restaurant • Future: restaurant comes to the people • MORE has a compact back kitchen and multi-functional counters • A traveller can enjoy take-away meals in different micro- environments
  20. 20. MORE – full of Internet of Business Things (IoBT) Restaurant operators and brands of MORE can use IoBT, for example beacon technologies that communicate with travellers’ smartphones to provide location-specific offers and promotions, enhancing the effectiveness of these programs and delivering a new source of data-driven intelligence on traveller behavior. Fleet operators are using sensor data to track delivery vehicles and improve the overall efficiency of logistics. IoBT applications enable facilities to: • Improve space utilization • Optimize inventory placement • Shorten workplace transit times for personnel and/or equipment • Optimize equipment utilization, scheduling and maintenance • Enhance investment decision-making • Identify eco-efficiency opportunities • Improve safety, comfort and convenience of work places Sensors at Brussels Airport: The sensors allow to track passengers via their electronic devices (allowing them to provide accurate waiting times and allocate resources more effectively). On tracking sensors, visit www.futuretravelexperience.com
  21. 21. Management areas behind MORE Back: • Water management • Waste management • Energy management • Zero management • Smart distribution Front: • Food management • Design management • Ambient management
  22. 22. Trend 11: Almost@Home – smart ”Scandisphere” as a Finnish export concept ”Scandi branded” spaces Atmosphere similar to a living room and a kitchen Perfect cleanness Soft aroma Conditions of a Finnish home Conditions of flow Multi-sensual micro-environment Multi-sensory food minitours Smart lounges for hybrid and pragmatic travellers Unique art and design for sale Smart surfaces Emotional contents Non-GMO food Passenger comfort
  23. 23. Trend 12: Kids first • Virtual and real journeys before a flight • 3Us: Useful, Usable & Used spaces • Visual multinational stories At Helsinki Airport’s PlaySpace children can take a virtual reality mini vacation with Teleporter. This experience is even more immersive for the guests as the operator can add sensory elements like mist, wind and heat. On a virtual reality vacation kids stand in a structure which looks like a phone booth and has been named Teleporter. A small traveller wears a virtual headset and wireless headphones. He/she is then “teleported” to the desired Finnish destination and the child gets a feeling of the place. Have also a look at Marriott hotel chain’s virtual travel experience!
  24. 24. Management trends
  25. 25. • Neuroselling combines knowledge in cognitive psychology, customer psychology and neuroscience with proven communication, sales and marketing methods. • A key approach: Neuro-Linguistic Programming (NLP) • The goal: to affect the traveller’s mind, mood and buying decisions. • Helsinki Airport should create, develop and aim to increase the amount of experiences at restaurants, shops, etc. • Helsinki Airport’s concepts should increase multi-sensory and multi- emotional contents in marketing.
  26. 26. Brand and travel worlds become more experience driven, media supported and multi-channeled. The need to change and develop customer services is urgent. Processes should change and transform faster than the industry can respond. Travellers react fast and ruthlessly. Speed, flexibility and strategic agility have become key words and approaches. Travellers are more and more often hunters for cool services and experiences, messengers and instant art-photographers. Helsinki Airport should have ‘fat’ content like white papers, videos, e-books, infographics… that can be used and utilised in a multimedial, hypertextual and multi-channel way Helsinki Airport should • create and deliver amazing services and experiences at the airport • offer cutting edge solutions and experiences in social media • offer ”hypnotic” content marketing • be the most instagrammed place in Finland • have a flexible, agile strategy for digital services, experiences and technologies Surprising experiences and concept management A fishing area in Osaka
  27. 27. Service Design, Ambient Design, Design Management Brand & concept skills Good & cool watching Liikepaikka Hybrid traveller’s values, needs & lifestyles Togetherness Multi-unit Hospitality Key selling sentences Trend 16: Develop pedagogy at Helsinki Airport • Develop staff’s current, existing skills – new approach: instant service skills • 10 training modules • Action learning and pocket learning (via mobile gadgets and solutions) • The key goal: to train service staff to be enthusiastic ”tourism ambassadors” for Helsinki and Finland Safety management Rules-attitude- behaviour
  28. 28. Brand trends
  29. 29. Trend 17: Luxury brands are at the airport • Finnish luxury brands should be found at the airport. • Key elements of Arctic luxury brands: genuineness, naturalness, rareness, custom made (”made-for-you”). • Luxury shop employees act and appear as luxury brand advocates and evangelists. They create and maintain an image of a desirable travel destination (while serving passengers). • The goal: getting passangers to think of Helsinki and Finland as something more than a stop over. • Service personnel and their attitude help and serve travellers to feel the sphere of Arctic luxury. The goal: a multisensory experience all the way from the first look and greetings (with smile) to the sales event and packaging. • Creation of digital luxury is an essential part of Arctic luxury services. Digital marketing should be interactive, personal and it should appeal to all senses. Handmade Angry Birds toys. Designed by Elina Hiltunen, done by Sari Kortelampi.
  30. 30. Trend 18: Finland’s boutique brandportfolio should be available at Hilton Helsinki Airport Hotel
  31. 31. • opens Helsinki Airport’s mobile web page • passengers receive automatically the link when landing • the current situation: passengers receive the pricelist for telephone calls and text messages Content: Restaurants Cafés Toilets Kids First Lounges Exhibitions Shops Seasonal topics Experiences Events Offers Airport vlogs Trend 19: An inspring and smooth welcome message and a hyperlink to Finland and Helsinki
  32. 32. Bus firms Taxi firms Content producers Digi studios Ambient & design studios Airline offices Travel agencies Car rentals Helifirms Beauty shop Laundry Hair cut Stylist Clothing rental Tax free shopping Cafeés Restaurants Super-convenience foodshops Health care Medical services Spa Fitness centre Welfare centre Minihotels Meetings Lounges Perfect seat Tax free shopping Non-brand shops Good watchers Tikkurila 10 min Helsinki 30 min Stores Logistic centre Truck hub Industry Innotropolis Research centres Big data analytics of travellers Top hospital Green technology hub Small firms Pop-up firms Apartments Napping cafés Rent flats Fitness center Shopping mall Brand centre Outlet mall FintroVille Schools Kindergarten Multi-cultural centre Sports centre Golf Ball fields Icehall Swimming hall SnowpipesTEC Traveller Experience centre Airport museum People Homely Interactive Eco-efficient Flexible Connectivity Accessibility Smart meetings Networking Knowledge Riding Micro farm Centre park Smart infrastrcuture Smart quality Finnish & Scandinavian Beautiful architecture Eco-friendly TopGreen Fresh Sustainability StressFree Space Peace of mind Art Finnish ambience Mini & flower gardens Nature path Training centres Multi- services Hotels Global Stations Green hunters Christimas park Food factories Key operators: Finavia Helsinki City Finnair SSP HMSHost Espoo 30 min National park Jogging & skiing routes Multi-values: Living Food stores Hostels Trend 20: Green Digital Airport 2025 (Simplicity – Emotion – Sustainability – EcoFUN)

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