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Future trends and visionsat Helsinki Airport
FUTUAeroport III seminar
Helsinki AirportVantaa 5.3.2015
Editors
Introduction: Destination (r)evolution in the global village and hyperconnected world
A key motto: Worldwide interaction
Business trends at Helsinki Airport
Trend 1: Helsinki Airport will double its passenger volume in 10–15 years
Trend 2: Finnish business landscape – growth and volumes from Asia
Trend 3: The CJK (China, Japan, South Korea) strategy is vital
Traveller trends
Trend 4: Hybrid travellers have a lot to choose from Helsinki Airport’s multiserviceportfolio. But this is not enough. Many of them are ”coolhunting” for new experiences& unique stories
Trend 5: Silent traveller is here and everywhere
Trend 6: Diginarcissists, watchers and dandies are also at the airport
Trend 7: A ”selfness traveller” is biohacking and enjoying biogastronomy
Trend 8: The Chinese have eight traditional festivals. The service managers shouldknow how to take them into consideration in selling and marketing
Concept trends
Trend 9: Polymorph[ic] spaces are everywhere
Trend 10: MORE goes to travellers
Trend 11: Almost@Home – smart ”Scandisphere” as a Finnish export concept
Trend 12: Kids first
Management trends
Trend 13: Neuroselling
Trend 14: Hypnotic social media
Trend 15: The R & D & I (research, development and innovation) of customer experiences
Trend 16: Develop pedagogy at Helsinki Airport
Brand trends
Trend 17: Luxury brands are at the airport
Trend 18: Finland’s boutique brandportfolio should be available at Hilton Helsinki Airport Hotel
Trend 19: An inspring and smooth welcome message and a hyperlink to Finland and Helsinki
Trend 20: Green Digital Airport 2025 (Simplicity – Emotion – Sustainability –EcoFUN)
Editors
V. A. Heikkinen
Principle Lecturer, Service Innovations
Food & Restaurant Researcher
Research Topics: TransEconomy =
Philoxenia + FuTourism + Travelzation
Haaga-Helia University of Applied Sciences
+ 358 40 5781569
Pasi Tuominen
Lecturer, Customer Experience
Research topics: Polymorphic spaces =
mixed reality + multisensory experiences
Haaga-Helia University of Applied
Sciences
+358 40 4887536
Co-writers: Juha Jokinen & Olli Vuori, Juha Kätkä, Mona Eskola & Riina Latvala.Photos and figures: Fantasiarakenne, Finavia, Finnair, Karoliina Halonen, Kauko Helavuo, Juha Kätkä, Metos, Mona Eskola, Riina Latvala, Sami Hyrskylahti, SSP Finland, Ville Järvi.Publisher: Haaga-Helia University of Applied Sciences, 2015
Introduction: Destination (r)evolutionin the global village and hyperconnected world
Helsinki Airport is a vital, significant urban centre and traffic hub, with 35,000 jobs and 1,500 companies. In 2014, over 16 million travellers passed through the airport. In addition, Helsinki Airport is an important transit junction and the most international travel area in Finland. It has a Nordic and glocal (= global + local) atmosphere which we call Scandinavian sphere, Scandisphere.
Finavia invests about 900 million euros in its ongoing development programmewhich will prepare Helsinki Airport to serve 20 million passengers annually by 2020. The programme aims to consolidate Helsinki Airport’s status as one of the world’s leading transit airports. Finavia will also open almost 70 new or renovated retail service points at the airport in the next few years.
One of today's key elements at an airport is the development of customer experiences. In fact, airports all over the world compete by creating and producing experiences since airports' brand and concept portfolio has started to look the same all over the world. Airport directors would like to create and develop cost- and time-efficient services and vivid customer experiences at the same time.
Technological innovations are important at the airports. There will be more self-service arrangements (check-in, seat selection, boarding pass and bag tag printing, baggage drop-off, self-boarding e-gates), security scanners and solutions in robotics. The main objective is that passengers feel the security check as a smooth, efficient and well organized process while achieving a higher security level at the same time.
This trend report consists of 20+1 crystallized trend slides. It seems that these trends will affect the developments of service infrastructure at Helsinki Airport in next 10 years. There are five categories of trends: (1) business trends, (2) traveller trends, (3) concept trends, (4) management trends and (5) brand trends.
This FUTUAeroport III trend report follows the publications FUTUAeroport(2012) and FUTUAeroport II (2013, 2014). The main goal of this report is to describe and predict tomorrow's service landscapes and to give ideas for technological development and service innovations at Helsinki Airport –which could be branded Sibelius Airport in the future.
In Helsinki, March 2014
Vesa Heikkinen & Pasi Tuominen
A key motto: Worldwide interaction
“People have always had a natural need to move as well as to discover and experience the world. No virtual phenomenon can replace a genuine experience or a relationship with another person. When people move and knowledge flows, wellbeing and affluence increase and the risk of conflict falls. Worldwide interaction also enhances equality. Moving from one place to another becomes more and more easy and fast.”
– Finnair: Departure 2093 – Five Visions of Future Flying (2008)
Business trendsat Helsinki Airport
2015
16 30 million visitors
Trend 1: Helsinki Airport will double itspassenger volume in 10–15 years
1500 3 000 companies35 000 50 000 workers
:
2015
2030
500 1 000 flights per day
8
• Helsinki Airport: a smart travelling and transit airport
• The shortest way to Europe (flights from Asia operate via Helsinki)
• Helsinki’s location enables HEL–Asia return flights in 24 hours
• Major competitive advantage due to efficient aircraft utilization
• Helsinki must provide eco-efficient operations and a high quality of services (so that passengers, airlines and other customers choose Helsinki as their most preferred, green gateway)
• Helsinki must be profitable for airlines (from and to Helsinki). The same applies to shops, restaurants and other customers and stakeholders that choose to run operations in Helsinki. Business must be profitable.
• Helsinki reduces customers’ total cost of operations. This helps to develop aerobusiness in Helsinki.
Why not Berlin, Copenhagen, Oslo…?Hey, look at the globe!
日本
China-
towns
South-
Korean
Trend 3: The CJK (China, Japan, South Korea) strategy is vital
China, Japan and South Korea are the
main sales markets.
Chinese, Japanese and South Korean
tourists:
• have a growing purchasing power
• are hunting for brands, trends, wild
nature, Christmas experiences and
white landscape and snow
• want to see and experience Europe
• travel to Europe via Helsinki
• on their next trip to Europe they
could stop and spend time (several
days) in Finland and Scandinavia
Visit Finland (www.visitfinland.com)
should develop and update continuously
its strategy and tactics on must see sites
and experiences in Finland (Santa Claus,
Lapland, etc.)
Traveller trendsDemographics are ”dead”…
but long live need and mood analysis
Perfect seats,
lounges
Startups &pop-ups
Vending
Minimuseum, art room,
library Playrooms
Nappingcafés
Restaurant, pubs,cafés
Boiler room
Arctic food&
souveniershops
Music and game
spaces
SelfnessspacesTerraces
withoutdoorscenery
Cleanesttoilets in the world
Shops
Meetingrooms
Trend 4:
Hybrid travellers have a lot to choose from Helsinki Airport’s
multiserviceportfolio. But this is not enough.
Many of themare ”coolhunting” for new
experiences & unique stories
Trend 5: Silent traveller is here and everywhere
Key fact: On average, a traveler spends only 12 € at the airport per visit
12
UN
SOP
HIS
TIC
ATE
D
Att
itu
de
to F
&B
MO
RE
SOP
HIS
TIC
ATE
D
Att
itu
de
to F
&B
MO
ST
SOP
HIS
TIC
ATE
D
Att
itu
de
to F
&B
Routine
Refueller
Apathetic
experience
Lover
Constrained
experience
seeker
Cheap
food-lover
Conservative
food-lover
Experimental
food-lover
Indifferent to F&B
On-the-go
RefuelingSimple
choices
Richer Experiences
Tasty, fresh,
indulgentSafe space
Tranquil &
wholesome
No Time
Simple
efficiency
An example: Segmentation of users (food and bevarages
services) atHelsinki Airport
An example: need-state segmentation of users (food and bevarages services) at Helsinki
Airport
Lifestyles of a silent traveller:
• Go through service worlds without speaking to anyone• Not hungry, not thirsty, no brand needs, no brand loyalty• just simple being at an airport• Culturally sophisticated, business freestyler• Mobile first• BHOE (Brings Her/His Own Entertainment) • Hopes to see and experience surprises• Searches always for “something” to happen
Perfect seatlounges
Trend 6:Diginarcissists, watchers
and dandies arealso at the airport
Startups &pop-ups
Vending
Minimuseum, art room,
library Playrooms
Nappingcafés
Restaurants, pubs, cafés
Arctic food&
souveniershops
Music and game spaces
SelfnessspacesTerraces
with outdoorscenery
Cleanesttoilets
in the world
Shops
Meetingrooms
+ DIGITAL LAYER
Robotics
Wearabletechnology
Fast-laningservices
Apps, games
Mobilewallets
Slowtravel
services
Localhandcrafts
Localfood
+ SUSTAINABLE LAYER
Trend 7: A ”selfness traveller” biohacks and enjoys biogastronomy
Selfness traveller:
• Body and outlook is god!• Responsible for his/her own health, body
and physical condition• Measuring your body with sensors
(wrist, mobile gadgets, etc.)• Studying neurogastronomy• Enjoying Phood (= Pharmautical Food)• Needs menus for her/his body & soul
Selfness = Self + wellbeing + fitness Biogastronomy = Biotech + gastronomy
Trend 8: The Chinese have eight traditional festivals. The servicemanagers should know how to take them into consideration in selling and marketing Double Seventh Festival
Date: the 7th day of seventh lunar month
Customs: praying for skillful hands, appreciating the stars, eating noodles, jiaozi and wontons.
Mid-autumn Festival
Date: the 15th day of the eighth lunar month
Customs: appreciating and offering sacrifice to the moonlight, eating moon cakes.
Chongyang Festival
Date: the 9th day of the ninth lunar month
Customs: eating chongyang cake, drinking chrysanthemum wine, climbing mountains, appreciatingbeautiful chrysanthemums
Winter Solstice
Date: Dec. 21st, 22nd or 23rd in solar calendar
Customs: having dumplings in northern areas and having sticky puddings in southern areas
Laba Festival
Date: the 8th day of the 12th lunar month
Customs: eating laba rice porridge
Spring Festival
Date: 1st–15th of the first lunar month
Customs: pasting scrolls, the character 'Fu', and paper-cuts pictures, displayingfirecrackers and fireworks, paying New Year visits, eating jiaozi
Lantern Festival
Date: the 15th day of the first lunar month
Customs: watching lanterns and fireworks, guessing lantern riddles, performing folk dances, eating yuanxiao
Qingming Festival
Date: April 4th or 5th of the solar calendar
Customs: tomb sweeping, spring outings, flying kites
Dragon Boat Festival
Date: 5th day of the 5th lunar month
Customs: fragon boat racing, eating zongzi, wearing a perfume pouch and tying five-colour silk thread, hanging mugwort leaves and calamus
Concept trends
Trend 9:
Polymorph[ic] spaces are everywhere
Case The Box @ Haaga-Helia
Imagineering and innovation lab @ Haaga-Helia
Simulations of future experiences in polymorphic spaces:• Info Lounge (transportation hubs, hotels)
• Inno(vation) areas (transportation hubs , shopping centres, hotels, conventions)
• Hotel room of the future
• Themed experience dining (restaurants, public food services)
• Tailored simulations for product, device and process evaluation
The simulations will use, e.g., the following technologies:• High-definition projection and mirroring in mixed reality environments (Visions & Moving Images)
• Themed, immersive sounds and soundscapes (Soundscape, Audio Branding, Psychoacoustic solutions)
• Scents and moisture control (Olfactory stimulation)
• Moving and resonating surfaces (Haptic feedback)
The simulations will be monitored and measured using• Electroencephalography (EEG), Heart Rate Variance, Eye tracking
• Video observation
• Computer aided ethnography and choice based conjoint analysis
Trend 10: MORE goes to travellers
• MORE = MObile REstaurant
• Where’s the queue? There is MORE!
• Past: people go to a restaurant
• Future: restaurant comes to the people
• MORE has a compact back kitchenand multi-functional counters
• A traveller can enjoy take-awaymeals in different micro-environments
MORE – full of Internet of Business Things (IoBT)
Restaurant operators and brands of MORE can useIoBT, for example beacon technologies that communicate withtravellers’ smartphones to provide location-specificoffers and promotions, enhancing the effectivenessof these programs and delivering a new source ofdata-driven intelligence on traveller behavior.
Fleet operators are using sensor data to track deliveryvehicles and improve the overall efficiency oflogistics.
IoBT applications enable facilities to:• Improve space utilization• Optimize inventory placement• Shorten workplace transit times for personnel and/or equipment• Optimize equipment utilization, scheduling and maintenance• Enhance investment decision-making• Identify eco-efficiency opportunities• Improve safety, comfort and convenience of work places
Sensors at Brussels Airport:The sensors allow to track passengers via their electronic devices (allowing them to provide accurate waiting times and allocate resources more effectively).On tracking sensors, visit www.futuretravelexperience.com
Management areasbehind MORE
Back:• Water management• Waste management• Energy management• Zero management• Smart distribution
Front:• Food management• Design management• Ambient management
Trend 11: Almost@Home – smart ”Scandisphere” as a Finnish export concept
”Scandi branded” spaces
Atmosphere similar toa living room and a kitchen
Perfect cleanness
Soft aroma
Conditions of a Finnish home
Conditions of flow
Multi-sensualmicro-environment
Multi-sensory food minitours
Smart lounges for hybridand pragmatic travellers
Unique art and design for sale
Smart surfaces
Emotional contents
Non-GMO food
Passenger comfort
Trend 12: Kids first
• Virtual and real journeys before a flight• 3Us: Useful, Usable & Used spaces• Visual multinational stories
At Helsinki Airport’s PlaySpace children can take a virtual reality mini vacation with Teleporter. This experience is even more immersive for the guests as the operator can add sensory elements like mist, wind and heat. On a virtual reality vacation kids stand in a structure which looks like a phone booth and has been named Teleporter. A small traveller wears a virtual headset and wireless headphones. He/she is then “teleported” to the desired Finnish destination and the child gets a feeling of the place.Have also a look at Marriott hotel chain’s virtual travel experience!
Management trends
• Neuroselling combines knowledgein cognitive psychology, customer psychology and neuroscience with proven communication, sales and marketing methods.
• A key approach: Neuro-Linguistic Programming (NLP)
• The goal: to affect the traveller’smind, mood and buying decisions.
• Helsinki Airport should create, develop and aim to increase the amount of experiences at restaurants, shops, etc.
• Helsinki Airport’s concepts shouldincrease multi-sensory and multi-emotional contents in marketing.
Brand and travel worlds become more experience driven, media supported and multi-channeled.
The need to change and develop customer services is urgent. Processes should change and transform faster than the industry can respond.
Travellers react fast and ruthlessly. Speed, flexibility and strategic agility have become key words and approaches.
Travellers are more and more often hunters for cool services and experiences, messengers and instant art-photographers.
Helsinki Airport should have ‘fat’ content like white papers, videos, e-books, infographics… that can be used and utilised in a multimedial, hypertextualand multi-channel way
Helsinki Airport should
• create and deliver amazing services and experiences at the airport
• offer cutting edge solutions and experiences in social media
• offer ”hypnotic” content marketing
• be the most instagrammed place in Finland
• have a flexible, agile strategy for digital services, experiences and technologies
Surprising experiences and concept managementA fishing area in Osaka
Service Design,
Ambient Design,
Design
Management
Brand & concept
skills
Good & cool
watching
Liikepaikka
Hybrid traveller’s
values, needs
&
lifestyles
Togetherness Multi-unit
Hospitality Key selling sentences
Trend 16: Develop pedagogy at Helsinki Airport
• Develop staff’s current, existing skills – new approach: instant service skills • 10 training modules• Action learning and pocket learning (via mobile gadgets and solutions)• The key goal: to train service staff to be enthusiastic ”tourism ambassadors” for Helsinki and Finland
Safety
management
Rules-attitude-
behaviour
Brand trends
Trend 17: Luxury brands are at the airport
• Finnish luxury brands should be found at the airport.
• Key elements of Arctic luxury brands: genuineness, naturalness, rareness, custom made (”made-for-you”).
• Luxury shop employees act and appear as luxury brandadvocates and evangelists. They create and maintain an image of a desirable travel destination (while serving passengers).
• The goal: getting passangers to think of Helsinki and Finland as something more than a stop over.
• Service personnel and their attitude help and serve travellersto feel the sphere of Arctic luxury. The goal: a multisensoryexperience all the way from the first look and greetings (with smile) to the sales event and packaging.
• Creation of digital luxury is an essential part of Arctic luxuryservices. Digital marketing should be interactive, personal and it should appeal to all senses.
Handmade Angry Birds toys.Designed by Elina Hiltunen, done by Sari Kortelampi.
Trend 18:
Finland’s boutique brandportfolio should be available at Hilton Helsinki Airport Hotel
• opens Helsinki Airport’s mobile web page• passengers receive automatically the link when landing• the current situation: passengers receive the pricelist for telephone calls and text messages
Content: Restaurants
Cafés
Toilets
Kids First
Lounges
Exhibitions
Shops
Seasonal topics
Experiences
Events
Offers
Airport vlogs
Trend 19: An inspring and smooth welcome message and a hyperlink to Finland and Helsinki
Bus firmsTaxi firms
Content producersDigi studiosAmbient & design studios
Airline officesTravel agenciesCar rentalsHelifirms
Beauty shopLaundryHair cutStylistClothing rental
Tax free shoppingCafeésRestaurantsSuper-conveniencefoodshops
Health careMedical servicesSpaFitness centreWelfare centre
MinihotelsMeetingsLoungesPerfect seat
Tax free shoppingNon-brand shops
Good watchers
Tikkurila10 min
Helsinki30 min
Stores
Logistic centreTruck hub
Industry
Innotropolis
Research centresBig data analytics of travellers
Top hospital
Green technology hub
Small firms
Pop-up firms
Apartments
Napping cafés
Rent flats
Fitness center
Shopping mallBrand centreOutlet mall
FintroVille
Schools
Kindergarten
Multi-culturalcentre
Sports centre
Golf
Ball fields
Icehall
Swimming hall
SnowpipesTEC TravellerExperiencecentreAirport museum
People
HomelyInteractive
Eco-efficient
FlexibleConnectivity
AccessibilitySmartmeetings
Networking
Knowledge
Riding
Micro farm
Centre park
Smartinfrastrcuture
Smart quality
Finnish & ScandinavianBeautifularchitecture
Eco-friendlyTopGreen
Fresh
SustainabilityStressFree
Space
Peace of mind
Art
Finnishambience
Mini & flower gardensNature path
Training centres
Multi-services
Hotels
Global
Stations
Green hunters
Christimas park
Food factories
Key operators:FinaviaHelsinki CityFinnairSSPHMSHost
Espoo30 min
National park
Jogging &skiing routes
Multi-values:
Living
Food stores
Hostels
Trend 20: Green Digital Airport 2025 (Simplicity – Emotion – Sustainability – EcoFUN)