Airport Parking Experts | Executive Management | Product Proposition | Data Driven Decision
Partnerships that break boundaries beyond Brilliant Basics
Build it & they will come, right?
Airports are an instrument of demand, connecting passengers to destinations from one-time travel experiences through to the continuity of frequent flyers. Passengers may have a choice of airports within their region, yet are likely restricted by their preferred airline &/or routes available. But why should passengers choose the Official Airport Parking proposition, compared to local or national competitors and is there a need do anything different?
Competition for passenger catchment and their loyalty has never been so important. Across multiple surface access (ground transport) needs, there are a wealth of choices, actively competing for passenger engagement leveraging a variety of priority needs:
Accessibility, including proximity & supplementary service needs.
Environmental, sustainable transport choices, conscious of carbon footprint.
Innovation & Ease of use, familiar, self-control, informed & integrated experiences.
Speed & Convenience, available at the time of need or avoiding dependancy touch points.
Price & proximity, preference for the last mile journey and cost value differences.
Product proposition, a quality option for all passenger groups and budgets.
What sets your airport’s preferred products different within your marketplace, particularly in an evolving environment where competition is more intense than ever - passengers have more choice, more agility and higher expectations from their preferred partners, seeking best-value!
Let’s take a review of your airports proposition, through the lens of the passenger (both online, in-person & broader perceptions). Pragmatically balance the abilities and ambitions of the airport against meeting the needs of all passenger groups, alongside stakeholder, ultimately enabling efficiencies, growth through catchment and retention.
Each Airport’s parking proposition should be unique, tailored to the market audience and incentivised towards sustainable growth:
Product Range: A fit, functional & effective suite of products (3-5, including a premium offer).
Priced to Perform: Alignment to market-value, with agility to include pre-book & pricing offers.
Accessible & Exceptional: Available to all diverse passenger groups, without exclusion, easily recognisable, naturally navigable, able to accommodate a variety of vehicle types, including Electric (trickle to rapid) charging with clarity on valued exclusions (over-sized vehicles & trailers).
Embracing Innovation: Parking guidance systems, cashless & contactless access, to pre-book & integrated airport bundled services, placing the passenger at their own control and pace.
Communicating Consistently: Engagement with passengers needs to be tailors, avoiding a generic approach that becomes meaningless and lost loyalty. Identifying a regular drum-beat in effective communications, structured towards products that passengers have used before, or potentially willing to upgrade to, particularly if there’s a bundling product offer to incentivise the spend.
Invest, test & refine: Standing still is no longer an option, its amazing the opportunities that are out there, take a a first-step towards realising your airport’s full potential in a consultation review.
