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The AOA, Welcome and the 2012 ‘Great’ Campaign Darren Caplan Chief Executive, Airport Operators Association Welcome Airport Seminar 1 February 2012. Contents. Introduction AOA Public Affairs 2012 – importance of passenger experience Improving the customer experience ‘Welcome’ at airports

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  1. The AOA, Welcome and the 2012 ‘Great’ CampaignDarren CaplanChief Executive, Airport Operators Association Welcome Airport Seminar1 February 2012

  2. Contents Introduction AOA Public Affairs 2012 – importance of passenger experience Improving the customer experience ‘Welcome’ at airports The GREAT campaign

  3. 1. Introduction The AOA • Represents and promotes the interests of some 70 airport operator members, and 160+ associate members. • AOA’s vision – vibrant airport sector, sustainable growth • AOA’s mission – engage with government, regulators and opinion formers to secure public policy which delivers on our vision • AOA’s activity • public affairs and lobbying / policy development • promoting security, economic development, operational safety and environmental sustainability • “Voice of UK airports”; seek to inform public opinion (ieVolcanos / LAGs / Snow / political issues)

  4. 1. Introduction Airports and aviation are a good thing! • 1m jobs • £50bn+ GDP • £8bn+ tax to the Exchequer • Tourism / VfR / business / freight / aerospace… • Regional and international infrastructure, “connecting the economy, for jobs and growth”

  5. 2. AOA Public Affairs Activity 2012 • Government’s agenda •  economic growth   tax revenues ( deficit/debt) • jobs •  business success •  regionalism agenda •  tourism and  aerospace jobs • airports / aviation – can deliver… • economic growth   tax revenues  • jobs  •  business success  •  regionalism agenda •  tourism and  aerospace jobs

  6. 2. AOA PA activity 2012 – importance of passenger experience • Priority activity: lobby on Sustainable Framework for UK Aviation • Communicate: “Connecting the economy, for jobs and growth”

  7. 3. Improving the customer experience • Airports working hard to enhance the passenger/customer experience: • “Better AND bigger” • Airports investing billions of pounds • From own resources, yet benefiting wider economy and society • More than just airport staff – variety of related stakeholders required to improve customer experience: • Public transport access – staff and infrastructure • Security officials • Retail workers • Baggage handlers • UKBA • Etc

  8. 3. Improving the customer experience • Airport Service Quality surveys • Help to understand passenger views/concerns • Enable airports invest in areas customers want to see = improved scores, reduced complaints...

  9. 3. Improving the customer experience • Which? annual survey • 8,000 which members take part, 28 UK airports rated

  10. 3. Improving the customer experience So what are airports doing?

  11. 3. Improving the Customer Experience What are airports doing?

  12. 3. Improving the Customer Experience • AOA Airport of the Year 2011 • Awarded by airlines… More than 6mn: LGW Less than 6m: NCL

  13. 4. ‘Welcome’ at airports CAA • Passenger Surveys – different airports’ traveller habits (2010: Birmingham, Doncaster, East Midlands, Gatwick, Heathrow, Humberside, Leeds Bradford, Liverpool, London City, Luton, Manchester, Stansted) • CAA consumer panel – from 2012… Welcome • Responding to a question on the CAA’s Passenger Survey (2008), 62% of departing visitors strongly agreed they felt welcome in Britain, and a further 33% agreed (but not strongly). 78% of those visitors who strongly agreed they felt welcome in Britain also strongly agreed they would recommend it to friends and family, meaning that consistently delivering a first-class welcome will lead to more emphatic recommendations of the destination.

  14. ‘Welcome’ findings • Airports viewed as the least welcoming touch-point by visitors. • Terminals have a ‘sameness’ about them, offering no real sense of place – the loss of a considerable marketing opportunity. Positive Britain imagery could be gainfully employed to make visitors feel more welcome. • The ‘politeness of customs and immigration staff’ has a relatively high level of impact on how welcome visitors feel in Britain – this shows it is an important aspect of the visit to focus on maintaining and improving. Some airports currently perform better than others for this.

  15. 5. ‘Positive Britain imagery’:The ‘GREAT’ Campaign What is the campaign? • promote the UK abroad, deliver long-term economic benefits from the interest generated by the Diamond Jubilee and London 2012 Olympic and Paralympic Games Why is it being rolled out at airports? • The vast majority of visitors will arrive by air • The domestic campaign follows the customer journey from point of origin, to ensure continuity Get involved • AOA coordinating airports involvement with Number 10, UKBA and Visit Britain

  16. 5. Airports and the ‘GREAT’ Campaign

  17. Summary Introduction AOA Public Affairs 2012 – importance of passenger experience Improving the customer experience ‘Welcome’ at airports The GREAT campaign

  18. The AOA, Welcome and the 2012 ‘Great’ CampaignDarren CaplanChief Executive, Airport Operators Association Welcome Airport Seminar1 February 2012

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