Elevating Traveler Satisfaction: Serco’s Innovations for Airport Experience Enhancement

Samantha Rowles – Director of Operations, Transportation, Serco Middle East

With the recent unveiling of Abu Dhabi Airports’ fresh corporate identity ‘driven by an inspiring mission to redefine the future of airport experiences’, it underscores the notion that the aviation sector has significantly transformed in recent years. In light of COVID-19, it’s evident that the airport industry, in particular, has adopted a completely new set of principles and strategies regarding customer interactions, which many leading airports globally are now embracing as they strive to redefine and enhance the journey for air travellers.

The onset of COVID-19 brought about numerous protocols that altered the foundational way passengers approached travel; much of what was once taken for granted has been significantly modified. Travellers were now advised to arrive at airports a full three hours prior to their scheduled flights to comply with essential pre-flight safety measures. Yet, despite the notable improvements since the global vaccination rollout, and as many individuals return to a sense of normalcy, it is evident that consumer behaviour worldwide has shifted, with new perspectives and values emerging as a direct consequence.

These changes in perceptions are prompting an evolution in habits, wherein travellers continue to arrive at airports up to three hours in advance of their trips, even in the face of the relaxation of nearly all pre-flight COVID-19 procedures.

Observations at Dubai Airport, where we are contracted to deliver various support services, indicate that passengers now enjoy considerably more time to engage with the extensive array of experiential services on offer, be it wellness options like spa treatments, retail indulgence across a variety of shops, or savouring the numerous food and beverage outlets in a more immersive manner. This contrasts with the previous trend of hastily passing through the airport while quickly grabbing a bite to eat and rushing through duty-free shopping.

This indicates that passengers are now more inclined to arrive earlier at airports to preempt any unexpected delays. Coupled with the implementation of a range of user-friendly technologies, such as smart gates and self-service check-in, travellers are seeking to experience airports like never before.

With the number of commuters and travellers gradually increasing throughout 2022, delivering outstanding customer service where individuals feel secure and at ease is paramount.

Ensuring a top-notch customer experience is not a novel concept for a nation like the UAE or cities such as Dubai and Abu Dhabi. Customer experience excellence is viewed as a significant aspect contributing to the success of the tourism industry here.

While safety remains the primary focus for operators, the experience throughout the airport is another crucial indicator of facility management quality and thus an integral part of the overall customer experience. Many passengers express concern mainly about flight statuses and alterations to safety protocols.

It’s the operator’s responsibility to keep customers well-informed and up-to-date regarding any changes, achievable only through providing clear signage throughout the facility and ensuring our staff are well-trained, well-connected, and knowledgeable enough to assist passengers and guide them through their journey, just as our guest ambassadors do at Dubai Airports.

It’s essential to make certain that all passengers are informed and aware of the status of their connecting flights and are familiar with public transport options and schedules.

When orchestrating the airport experience, it is vital to consider all elements and adopt the passenger’s perspective to ensure that no important details, whether large or small, are overlooked.

From adding directional signs within the physical environment to ensuring that ground staff remain informed and updated, it is crucial for the entire experience to offer customers full support from the moment they enter the facility until they depart.

Leveraging Technology

As airports become increasingly crowded, there should be no compromise on implementing and utilizing frictionless technologies and systems, such as artificial intelligence (AI) and machine learning, to create the ultimate customer experience.

Technologies like facial recognition and passenger satisfaction surveys at check-in counters help collect data from travellers that can enhance and personalize the customer experience. Even more thrilling is the advancement in utilizing data to anticipate customer behaviour over extended periods, improving service providers’ insights and allowing them to offer superior services accordingly.

Grasping and delivering an outstanding airport experience is no easy feat. It demands collaborative efforts from every participant and member of the airport ecosystem, all working towards the shared objective of thoroughly understanding what travellers desire to provide an optimized experience. This is why airports should contemplate total airport management, which entails outsourcing complete operations to a single provider, capable of managing all services within the airport to deliver a seamless journey for passengers.

Comprehensive Airport Management

Understanding and providing an exceptional airport experience is not a simple task. It’s a task that requires every player and every member in the airport ecosystem to collectively work towards the main goal of deeply and properly understanding what travellers want in order to deliver an optimized experience. This is why airports should consider total airport management, which means outsourcing the airport’s full operations to one provider, who will be able to operate all services within the airport and deliver a seamless passenger journey.

When a single service provider handles comprehensive airport operations, it ensures that all information and data are consistently accessible to all teams, simplifying and expediting communication, enabling all ground teams to deliver their best expertise to all travellers.