A new ACI White Paper provides the clearest evidence yet about the positive impact good customer service has on non-aeronautical revenue generation at the world’s airports.
Indeed, the key findings of the White Paper analysing the influence of customer service quality on airports’ non-aeronautical revenue reveals that it is the strongest driver of non-aviation related income.
“ACI’s Airport Service Quality research and analysis suggests that, for most airports, prioritising customer service results is the greatest positive impact on non-aeronautical revenue,” states ACI World’s director general, Angela Gittens.
“It can potentially deliver an even greater return on investment than can be achieved through traffic increases or expansion of commercial space.”
The White Paper is based on the ACI ASQ annual global survey carried out at almost 300 airports of various sizes across the world and surveying over 550,000 passengers per year. It is further supported by data generated from the annual ACI Airport Economics Survey.
ACI’s analysis found that raising customer service levels can be significantly more effective in driving revenue – more effective even than a 1% increase in retail space.
Specifically it found that:
- A 1% increase in passenger traffic drives a revenue increase ranging from 0.7% to 1%.
- A 1% increase in commercial space drives an increase in non-aeronautical revenue of 0.2%.
- A 1% increase in passenger satisfaction levels delivers an increase of 1.5% in non-aeronautical revenue.
The White Paper provides crucial guidance to airports on the most effective path toward raising non-aeronautical revenue, with the key learning from the paper being that satisfied passengers spend more.
Airports of all sizes across the world are able to utilise ASQ data to analyse their service performance and target their investment to drive the most effective enhancement of overall service quality.
Gittens adds: “Each airport, of course, faces unique issues in determining its investment programme, but many airports instantly seize upon traffic and retail space as the key engines of revenue growth, when in fact customer service may well be the optimal route.
“The in-depth tailored data provided by the ASQ programme not only gives each airport its own pathway to maximising service quality, but also helps deliver the best return on its carefully targeted investment.”
New training institute
In other news, ACI is pleased to announce that Dublin International Aviation Training Academy (DIATA) has fulfilled all the requirements to become the first ACI Accredited Training Institute (ATI).
The ATI initiative has been designed to build a network of airport training units that offer performance-based, up-to-date courses and other learning activities accredited by ACI that meet international standards for quality in workplace learning.
The ATI project reflects ACI’s belief that ongoing learning is a key component of organisational success; that human performance can be improved through workplace learning; and that for training initiatives to be successful they must meet and exceed established international standards.
In order to have a learning activity accredited, ACI must first review the course content and determine that it meets or exceeds established standards for structure, accuracy and timeliness of subject matter, and appropriateness for the industry. Upon confirmation of the above, ACI then accredits the individual course or learning activity.
“ACI is pleased to have DIATA, a highly respected international aviation training institution, as the initial launch partner for this programme,” enthuses Gittens.
“Our membership’s training needs are diverse, and the ATI initiative will allow us to develop a network of quality training venues throughout the world offering ACI-accredited course material in local languages, thereby increasing access to educational options that will ultimately drive the industry forward into the future.”
DIATA senior vice president, Kevin O’Driscoll, says: “We are delighted to be the first ACI ATI to receive this prestigious accreditation. This is a significant endorsement from ACI and is recognition of our success in establishing a training academy that leads the way in aviation on going learning at home and abroad.”
DIATA’s first accredited course is titled Breathing Apparatus Revalidation (BAR), which has been specifically designed for firefighters to ensure they have full familiarity with breathing apparatus and associated equipment. It is a recommendation that breathing apparatus users bi-annually complete re-validation training.