SPECIAL REPORT: IT
cater to tech-savvy passengers and, at the same time, not compromise the effi ciency of airport operations. This leads to a rise in technologies such as multi-channel systems that can leverage on the internet or to make it easier for off-site agents to access existing airport workstations. These systems also need to be easy to understand, versatile and
developed in a manner that is compatible with both current and future technology such as touch-screen features. The primary goal of deploying such systems is to help airports integrate
existing infrastructure with today’s technology know-how such as web applications. The industry anticipates that deployment of such systems will be in demand as it can help provide more fl exibility in passenger check-in and also make travelling a seamless and effi cient process. Airports will also achieve signifi cant productivity gains and operational
effi ciencies and take a major step towards developing a modern and innovative airport. It is apparent that with technology, obtaining of travel information need
not be constrained to the airport environment and travellers are constantly on the look out for new ways to keep themselves updated with this information. Therefore, airports should start to work towards providing continuous, real-time communication to the passenger anytime, anywhere. For example, real-time flight and weather information can be delivered to
travellers no matter where they are. This allows them to plan their itineraries in advance or make hotel arrangements when there is a flight delay or cancellation. Another example is the use of social media networks such as Twitter, to
inform passengers about fl ights and airports. Seasoned technology friendly travellers can leverage on this capability to alert other people even before other media or channels. This can bring a passenger’s ‘experience’ to new heights with the provision of information and personalised services through seamless exchange of data via technology. Airports can also work with IT vendors to leverage or improvise their
current IT infrastructure that can address new challenges such as changing security requirements, baggage security and tracking measures as well as lengthy queue lines.
62 AIRPORT WORLD/OCTOBER-NOVEMBER 2010
From as simple as implementing a network infrastructure that allows
access to all airport applications via a single point to connecting multiple workstations, and interoperating within the entire airport infrastructure, technology has its way to improve the current airport operations in a customisable and cost effective manner. So is technology seen as the silver bullet to create delightful passenger
experiences or is it just part of a larger passenger strategy? Technology should only be one of the ingredients to achieve the goal of
passenger delight – which ought to be vital in every airport’s strategy. Indeed, the innovation and evolution in technology has become the
catalyst in adapting to today’s technology wise passengers and solving many of today’s challenges that are in the way of creating a smooth and fuss-free check-in experience in airports. But ultimately, other peripherals such as excellent customer service,
reliable and timely systems as well as understanding travellers’ expectations still come into place in order to succeed in providing the best experience for each passenger. With the advancements in technology such as the rise of social media
networks and competitive airfares making travel more accessible to passengers, it is foreseen that the passenger traffi c in airports will increase rapidly. Therefore, it is vital for airports to work towards processing passengers in a faster and more secure manner yet at the same time provide them a hassle free experience. Airports should start reviewing their current infrastructure and work
with social analysts as well as technology partners to develop solutions that adhere to the demands of passenger expectations and at the same time ensure that they meet the challenges that these technological advancements bring.
About the author Jim Martin is the newly appointed managing director of ARINC Asia Pacifi c Division where his remit includes a focus on new strategies to enhance customer service and support.
AW
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