Parking Yield Management and Pre‐booking Update
Atif SaeedVice President, Finance and Revenue Development06.18.18
Background• Emerging Transportation Trends
• Impact on Parking Revenues
• Parking Management Strategy
• Airport Industry Trends
• Customer Behavior at MSP
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Yield Management
“A variable pricing strategy based on understanding and influencing consumer behavior in order to maximize revenues from a fixed, time‐based resource”
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MSP Passenger Transportation Behavior Survey
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Passenger transportation and parking behavior is
changing rapidly.
To better understand the impact for the MAC, we worked with Olson to
better understand these changing trends.
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Two research studies were commissioned.
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Survey 2Survey 1
Sample: 2,154Fielded: May 2018
Sample: 508Fielded: February 2018
Get a ride
Park vehicle Uber/Lyft Public
transit TaxiLimousine
or car service
To better understand why local MSP passengers make the transportation or parking decisions they make and
how satisfied they are with those modes.
Uber/Lyft
To better understand who is using Uber/Lyft, why they choose to use Uber/Lyft over other forms of
transportation, and uncover future tendencies.
For today’s presentation, we focused on two specific areas related
to arrivals:
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✔
Transportation methods used to get to the MSP airport
Deep dive into parking behaviors, tendencies and perception at MSP airport
Let’s take a look at where our passengers are coming from.
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9
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Get a ride46%
Park vehicle33%
Uber/Lyft10%
Public Transit/Shuttles
5%
Taxi4%
Limo/car service2%
Q: Which mode of transportation do you use most often to get to the Minneapolis‐St.Paul (MSP) airport?
Getting a ride is the most frequently used
mode of transportation to get to MSP, with parking
coming in second.
All travelers have a strong tendency to use their primary mode of transportation on their next trip to MSP.
B2B=Bottom two boxes combined, T2B‐Top two boxes combinedQ: On your next trip to the Minneapolis‐St. Paul airport, how likely are you to take [MODE]?
2%
1%
1%
2%
3%
1%
7%
1%
3%
4%
6%
1%
14%
13%
7%
4%
7%
4%
31%
39%
18%
27%
28%
19%
45%
46%
72%
63%
56%
75%
Limo/Car Service
Taxi
Public Transit/Shuttles
Uber/Lyft
Park vehicle
Get a ride
Likelihood by mode
Very unlikely Somewhat unlikely Neither likely nor unlikely Somewhat likely Very likely
94%
84%
90%
90%
85%
76%
T2B
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2%
9%
6%
4%
2%
9%
B2B
Get a ride46%
Park vehicle33%
Uber/Lyft10%
Public Transit/Shuttles
5%
Taxi4%
Limo/car service2%
12Q: Which mode of transportation do you use most often to get to the Minneapolis‐St.Paul (MSP) airport?
59% of people who primarily get a ride would consider
parking
Getting a ride is the most frequently used
mode of transportation to get to MSP, with parking
coming in second.
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It’s important to point out that 10% of passengers use Uber/Lyft as their primary mode of
transportation to MSP.
Q: Which mode of transportation do you use most often to get to the Minneapolis‐St.Paul (MSP) airport?
Get a ride46%
Park vehicle33%
Uber/Lyft10%
Public Transit/Shuttles
5%
Taxi4%
Limo/car service2%
80% of primary Uber/Lyft users started this behavior within the last 2 years.
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Let’s take a deeper look at the primary Uber/Lyft users.
41%
24%21%
12%
2%
Get a ride Taxi Park vehicle Public transit Limo/car service
Primary mode of transportation before using Uber/Lyft
In the past, primary Uber/Lyft users were more likely to get a ride or take a taxi than they were to park.
Q: When was the first time you took an Uber/Lyft to or from the Minneapolis‐St. Paul (MSP) airport?Q: Prior to using an Uber/Lyft, what was your primary mode of transportation to the Minneapolis‐St. Paul (MSP) airport?
Most Uber/Lyft users believe Ubers/Lyfts provide good or very good value, with convenience and price the primary reasons for using them.
90% of primary Uber/Lyft usersare somewhat likely or very likely to use an Uber/Lyft on their next trip to MSP.
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Primary Uber/Lyft users are price‐sensitive and value convenience and flexibility.
Who are our primary parkers?
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52% of business travelers primarily park.
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Get a ride28%
Park vehicle52%
Uber/Lyft10%
Public Transit/Shuttles
6%
Taxi3%
Limo/car service1%
Get a ride49%
Park vehicle30%
Uber/Lyft10%
Public Transit/Shuttles
5%
Taxi4%
Limo/car service2%
Leisure travelers
Business travelers
79% of business parkers are
reimbursed by employer
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Main reasons people* park at MSP
Main dislikes about parking*
at MSP
*of primary parkers
*of primary parkers
Cost
Lack of spots
Traffic/congestion/construction
73%
14%
5%
Convenience
Fast/quick/time saver
Easy to do
Hassle‐free
65%
49%
48%
42%
What about the people who
don’t primarily park?
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Non‐primary parkers may be motivated by
reduced prices and/or new features.
Curbside pickup/drop-off
Reduced parking cost
Parking loyalty program
Pre‐booking/reservation
More shuttles from parking to terminal
Curbside pickup/drop‐off
What does this all mean for parking at MSP?
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Parking’s Future Potential
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Primary Parkers33%
Secondary Parkers10%
Non‐Parkers, Would Consider30%
Non‐Parkers, Would Never
Consider27%
Observe
Attract
Retain
Increase
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Attract Increase Retain
Phase I: Qualitative research• Conduct focus groups, interviews and/or
ethnography trigger fieldwork with each segment to develop a parking customer journey map
Phase II: Quantitative research• Conduct a follow‐up survey with airport
users to test qualitative findings
Immediate next steps
Primary Parkers33%
Secondary Parkers10%
Non‐Parkers, Would Consider30%
Non‐Parkers, Would Never
Consider27%
Observe
Attract
Retain
Increase
Yield Management System
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• Product Development• Pre‐Booking System• Marketing and Sales Strategy• Analytics and Dynamic Pricing• Additional Features and Tools
Key Elements of Yield Management
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Pre‐Booking System Requirements
Compatible with MAC Parking SystemFriendly, Intuitive Booking ProcessCustomer Relationship and E‐mail Marketing ToolsIntegration with Analytics SoftwarePhone Apps CompatibleCapable of Variable PricingIntegration with Loyalty ProgramProvides Cross‐Selling CapabilityOther Customer Service Features
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Next Steps
• Procure and Install Pre‐Booking System• Finalize Products Portfolio Development • Create Marketing and Sales Strategy• Add Features and Capabilities• Fine Tune Based on Customer Feedback
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Questions?
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