Building Your AirportBuilding Your Airport’’s Public Images Public Image

Syed Mohammed MehdiDirector of Marketing and Promotion

Bahrain International Airport, Civil Aviation AffairsKingdom of Bahrain

26-27 August 2008Singapore

Maximising Non-aeronautical Revenue Through Airport Services

"There is only one boss. The customer. And he can fire everybody in the company from the chairman on

down, simply by spending his money somewhere else." Sam Walton

IntroductionIntroduction

• Why is your airport’s image relevant to revenue?

• What are the features that contribute towards your image?

• Opening the door to excellent customer service

• Building a strong internal image with all the airport’s service providers

• A TALE OF TWO AIRPORTS

THE JIGSAWTHE JIGSAW

Market

Service ProvidersAirline

People

Main Revenue Drivers at AirportsMain Revenue Drivers at Airports

CargoPassengers

Commercial property

The Most Important Revenue DriverThe Most Important Revenue Driver

• The airport revolves around Customer Service– Terminal Operations– Retail– Air Traffic Control– Car parking– Commercial property off

terminal

CUSTOMER SERVICE

CS

Public Perception of a Typical AirportPublic Perception of a Typical Airport

• Crowded• Long waiting times• Long queues

• Limited choice

• “Its not my job” type of people

• Stroppy• Expensive - commercially

Passenger Ordeal at the AirportPassenger Ordeal at the Airport

Arrive atAirport

Check-inProcess

LandsideArea

Security AirsideArea

BoardAircraft

Time

Stre

ss

So What?So What?

• What is the relevance– Commercial customer & Pax - Revenue generators– Close correlation of revenue and Pax

Source: Fraport

Passenger and Duty Free Sales Correlation at Bahrain International Airport

0

1

2

3

4

5

6

7

8

9

10

2005 2006 2007 2008 (E)

Pax

(mill

ions

)

0

5

10

15

20

25

30

35

40

Sale

s in

BH

D (m

illio

ns)

Pax (millions)Bahrain Duty Free Sales

Correlation CoefficientR2 = 0.99

What Features Contributes Towards The What Features Contributes Towards The Best Practices of Your AirportBest Practices of Your Airport

1. Cleanliness of airport terminal2. Over all satisfaction with the airport3. Courtesy, helpfulness of check-in staff4. Courtesy, helpfulness of airport staff5. Ambience of the airport6. Availability of toilets7. Efficiency of check-in staff

TOP 5 + 2 AREAS OF BEST PRACTICE – ACI Survey 2007

Passengers CAN Make or Break your AirportPassengers CAN Make or Break your Airport

• We spent 2 hours on the way to Sydney in XXXXX airport and then 4 hours on the way back, it is small, only one place to get a drink or food. There is not enough seating. I will not be using XXXXXXX airport again.

• Apart from this airport being an architectural abomination and aglorified cattle market, we experienced the worst customer service from airport security. ……………………………We will avoid this airport at all costs in the future.

• Don't use it if you have other options, it is worth the money, even extra waiting hours. Bad colours make you feel you're in a den, non-smiling, unhelpful, unkind, non English speaking personnel. People eat, sleep and rest on the floors. Avoid this airport.

Passengers CAN Make or Break your Passengers CAN Make or Break your AirportAirport

• Modern and spacious, with nice shops and places to eat, especially in boarding area. Spotless toilets plus free internet wi-fi access in all areas

• I been in this airport 4 times in the last four years and a have to tell that I'm very sure that this it has to be the # 1 in the world, not only for the clean facilities but because the magic of this incredible country and the polite people.

• Understand your Customers/Passengers– Types– Needs– Behaviours

• Engage with them - open up a dialogue

• Meet the Customer’s/Passenger’s needs

So What Should Be Done?So What Should Be Done?

And What Else Should Be Done?And What Else Should Be Done?

• Put Quality and Customer Service on the top of the list

• Develop Cross-cultural Awareness

• Engage all the service providers at your airport

New Chapter in Your Airport Operations New Chapter in Your Airport Operations ManualManual

• CUSTOMER SERVICES– Inculcate in Work Culture– Make it as a JOB requirement– Teach to empathise– Communicate – Regular, Precise and Clear

• Adopt Mission Statement Similar to Atlanta Airport’s TO BE THE WORLDTO BE THE WORLD’’S BEST AIRPORT BY EXCEEDING S BEST AIRPORT BY EXCEEDING CUSTOMER ESPECTATIONSCUSTOMER ESPECTATIONS

Govt. Agencies Terminal Operations

Retail

Car Parks

Ground Handling

Customer Service

Airport Operations should revolve around Customer Service

Build a Strong Image with the Airport Build a Strong Image with the Airport Service ProvidersService Providers

>97%

1.Retail and Duty Free

2.Ground Handling

3.Security and Govt. Agencies

Staff CompositionStaff Composition

Airport Staff if any

Build a Strong Image with the Airport Build a Strong Image with the Airport Service ProvidersService Providers

• Airport should take a leadership role

• Open up a dialogue• Create a unified

Customer Service program

Build a Strong Image with the Airport Build a Strong Image with the Airport Service ProvidersService Providers

• Engage with all of them

• Inculcate an attitude of “Yes We Can”

• Reward and give recognition for Customer Service

BUT WHY????

A TALE OF TWO AIRPORTS

ONCE UPON A MODERN TIME IN ARABIAcont….

OUR FIRST AIRPORTOUR FIRST AIRPORT

IN THE LAND OF OIL AND RICHES AN AIRPORT WAS BUILT ON A 700SQ KM AREA

• 50% of the country’s GDP if generated in the region. • The major industry in the province is Oil and Petrochemicals. • Other major industries supporting the Oil and Petrochemical industries

are construction, power plant, food processing, etc.• Over 100 projects have been signed off with a total project value about

US $100 billion. Some of the major projects are listed below:– US$ 16 billion Petrochemicals at Ras Tanura– US$ 25 billion mineral processing– US$ 6 billion heavy oil refinery– US$ 3 water and electricity project

BAHRAIN

• The region is also aspiring to be the petrochemical industrial centre of the world.

• This Airport has a catchment of 3-4 million people– High propensity to fly– High disposable income

• 25 Airlines

• 3.8 million passengers

THE OTHER AIRPORTTHE OTHER AIRPORT• In 2007

– Passengers – 7.3 million • 9% growth

– Cargo – 380,000 tonnes• 6% growth

• 37 Airlines• 50 Destinations• 884 weekly departures• Local Population of 1.5 million

WHO WON?WHO WON?

DMM

BAH

1st1st2nd2nd

• More people originating from Eastern province use Bahrain International Airport – For excellent customer service

– For excellent facilities

– For the fact that we listened/listening/will listen to our valuable customer

WHAT MAKES IT DIFFERENT?WHAT MAKES IT DIFFERENT?

Partnership for SuccessPartnership for Success

Passenger Customer

To ConcludeTo Conclude

“Tourists and foreigners get their first impressions of the country on arrival at the Brunei International Airport and so it is important to have facilities and services that are of a high standard” – H.E. Minister of Tourism, Kingdom of Brunei

Eliminate These

Capture These

"The single most important thing to remember about any enterprise is that there are no results inside its walls. The result of a business is a

satisfied customer." Peter Drucker

THANK YOU