More than half of all consumers planning air travel in the next year (59%) will prioritize traveling from airports that offer a better experience, according to a report from AeroCloud called Destination Airport: The Runway to Revenue Growth. AeroCloud is an airport management platform. The survey of 2,000 people in the US also revealed 69% of respondents plan to sustain or increase their leisure or business air travel in the next 12 months.

The research finds that airport loyalty is a thing of the past when choosing departure airports, with shorter lines and reduced wait times at security and check-in topping the list of experiences that make passengers choose to travel from one airport over another.
Among other findings:

• Passengers spend more when experiencing a seamless journey through the airport. For example, 79% of passengers indicate they would spend more if they could move through check-in and security more quickly. Expediting those processes would also maximize the spending potential of the 59% of passengers who intentionally arrive early so they can shop, dine and/or relax at the airport. This presents a significant opportunity, as passengers already spend on average of $52 on restaurants and $47 on parking per visit and $35 on gifts.
• 60% of passengers report they have no time to visit stores or restaurants because it takes too long to get through the airport. This undermines opportunities to unlock revenue from passenger spending, which is the number one revenue driver for US airports.
• The variety of destinations and airlines is also a driver for passengers. Over half would fly from one airport over another because it has cheaper flights (60%). Other influential factors include the variety of destinations offered (43%) and whether passengers’ preferred airline operates from the airport (42%).
• Business travelers in the US spend nearly double the amount spent by leisure travelers at airports, including on fast track services, electronics and airport lounges. Restaurants account for their highest spending category ($85).

Strategies that airport managers should undertake, according to the report, include cutting wait times on lines, offering tech-enabled self-service such as check-in kiosks and more updated security scanners, reducing retail markups and creating a more inclusive environment in terms of accessibility and being welcoming to those with disabilities.

George Richardson, CEO of AeroCloud, said consumers want a seamless, self-service experience powered by technology. Discerning passengers, he said, are looking for comfortable and inclusive environments with more choices in concession areas. “We’re confident,” he said, “that airport sector leaders are committed to meeting passenger demands for improved experiences.” With today’s innovative technology, talent and partners, said Richardson, “airports have access to all the necessary tools needed to attract and retain passengers, boost passenger spending and capitalize on the boom in air travel.”

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