Indeed, the key findings of the White Paper analysing the influence of customer service quality on airports’ non-aeronautical revenue reveal 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,” says 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.
The White Paper 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.”