Airtravel Service Quality Aviation International Marketing
Relationships!
Relationships! Teenagers! All their own way Don t t do enough No communication Money!
Better relationships! Teenagers! Try to do things WITH them rather than just FOR them
Airport/Airline relationships Sometimes Everything their own way Not doing enough to build services No communication Money!
What do our customers think Airports and airlines do everything their own way complex & confusing They don t t do enough for passengers Poor communication Expensive!
The reality Airports and airlines actually do OK, but Many things we tend to do independently Despite Having the same objectives Having the same ultimate customers Thus the same service quality goals
Working together True airport/airline partnerships: Better overall product Higher combined efficiency Greater cost effectiveness Improved overall profitability and market growth Move forward innovative boundaries
Understanding customers What do our customers actually want?
Understanding customers To get there!
Understanding customers What do our customers really want from US? Safety and security Simplicity and efficiency A seamless process Stress free Pleasant experience Good value
The Challenge How do we jointly meet AND EXCEED customer expectations?
Working together to improve Sales and distribution process Home to final destination total service Total value to customer OVERALL ASQ AIRTRAVEL Service Quality! A natural extension of Airport Service Quality
Example Hong Kong International Airport
Hong Kong International Airport Southern China/Guangdong market Remote check in and processing at ferry terminals in Shenzhen
Hong Kong International Airport Baggage checked in and boarding cards issued at ferry terminal
Hong Kong International Airport Pax and bags by ferry to HKG Airport Ferry terminal and then into airport
Hong Kong International Airport Process through HKIA as normal for flight and bags collected at destination
Hong Kong International Airport Partnership advantages The airlines expand their markets HKIA expands its market Passengers from Guangdong can access world wide destinations through HKIA Passengers experience enhanced AIRTRAVEL QUALITY SERVICE
Hong Kong International Airport Partnership advantages Airline Airport Customer WIN WIN WIN
Example Gloucestershire Airport
Gloucestershire Airport Where?? UK local airport No scheduled services until Sept 2007 Tiny runway, terminal, etc Competes with Birmingham and Bristol both one hour away and with LCCs
Gloucestershire Airport First scheduled route an instant success
Gloucestershire Airport Why?? 4 minutes from the motorway system Car parking (free) next to the terminal Simple passenger processing Airline, Manx2.com, provides simple, reliable, efficient service Online booking and check in Easy; stress free; no time wasting
Gloucestershire Airport Process BHX GLO Home Airport: 30 min 30 min Airport Car park: 10 min 0 min Car park terminal: 15 min 2 min Check in/bag drop: Security: Security dep gate: 15 min 2 min 15 min 3 min 10 min 0 min Dep gate aircraft: 10 min 1 min Stand take off Total 15 min 5 min 120 min 43 min Flight time 45 min
Gloucestershire Airport Lessons to be learnt Customers don t t like being at airports! Ease of access Minimal airport processing Reduced uncertainties/stress Thus Focus on total home to aircraft time
Applying the principle For example
Low Cost Carriers Transfer opportunity for airports? LCC model currently single sector travel Thus pre-booked transit/transfer an issue Opportunity for airports to be catalysts - could create and operate reservations platform for hub operation - then manage airport transfers Creates enhanced ASQ, revenue stream and unique marketing tool for routes
Money! Airport charges
Airport charges Important to airport/airline relationship Historically: aircraft plus passenger charges Opportunity for airport to risk-share share route viability with airline Airport & airline commercial partnership stimulates joint objective to improve AIRTRAVEL Service Quality
Airport charges Examples Passenger only charges Load factor related Revenue based charges Joint marketing initiatives Route underwriting/profit sharing Revenue sharing on both sides
Airport~Airline relationships Work together to: Provide what the customer really wants Jointly develop the complete product focusing on AIRTRAVEL Service Quality Have financial arrangements to stimulate route success and provide good value To achieve Summary
Airtravel Service Quality Aviation International Marketing Practical marketing to actually achieve results