GERMANY. Gebr. Heinemann’s vision hub GHARAGE has released the first in a series of reports examining shifting traveller preferences and what they mean for the future of airports.
Titled ‘Airport Futures: from Function to Feeling’ , the report combines qualitative, quantitative and cultural insights.
It was conducted in a three-stage mixed method research study that surveyed global travellers and expert stakeholders.
GHARAGE Head of Strategic Foresight and Innovation Amanda Mai Khuong-Duc, explained: “In our report we identified the drivers of passenger happiness to enhance the global airport experience. The question we need to ask ourselves is how can we ‘do airports well’ together?
“How can we create spaces, services and products that lower stress, increase satisfaction, and actively encourage travellers to arrive early at the airport – not for fear of missing their flight but for fear of missing out on the unique airport experience on offer.”
Based on the data, GHARAGE identified four areas that show potential to increase passenger happiness and elevate the future airport experience:
- Travel for transformation
What if airports could raise their functionality baseline and become spaces of rest and care, asks the report? What services, experiences or infrastructure could enhance function and feeling for passengers to experience feelings of care and well-being while making the most of their time at the airport? - Everyone welcome
Who are the travellers of tomorrow? With more and more people on the move, major international airports need to better cater to different languages, cultures, and abilities. Intersectionality needs to be considered and integrated, the report highlights. - Engage the senses
Passengers have reported atmosphere, ambience, layout, design, cleanliness and sense as key drivers of happiness at the airport. How can the “magic of airports” better be enhanced to create positive emotions through the senses, the report asks? - Softer, slower tech
The research notes that people are seeking “an uncomplicated, streamlined airport journey”. How can technology support the entire airport journey in a seamless and stress-free way? And what can be done to help people feel safe and comfortable as airports introduce new technologies?
The report takes an in-depth look into each of these fields and develops 12 strategic opportunities to engage the travellers of tomorrow.
GHARAGE Managing Director Lennard Niemann said: “Airports need to create environments where travellers want to explore and spend more time. We must rethink the industry’s current business models to embrace profitable innovation that places the traveller at the centre.”
Click here to download the full report. ✈
