The AOA, Welcome and the 2012 ‘Great’ Campaign

Darren CaplanChief Executive, Airport Operators Association

Welcome Airport Seminar1 February 2012

Contents

1. Introduction2. AOA Public Affairs 2012 – importance of

passenger experience3. Improving the customer experience4. ‘Welcome’ at airports5. The GREAT campaign

The AOA•Represents and promotes the interests of some 70 airport operator members, and 160+ associate members.•AOA’s vision – vibrant airport sector, sustainable growth•AOA’s mission – engage with government, regulators and opinion formers to secure public policy which delivers on our vision•AOA’s activity

– public affairs and lobbying / policy development– promoting security, economic development, operational safety and environmental

sustainability– “Voice of UK airports”; seek to inform public opinion (ie Volcanos / LAGs / Snow / political

issues)

1. Introduction

Airports and aviation are a good thing!

•1m jobs•£50bn+ GDP•£8bn+ tax to the Exchequer•Tourism / VfR / business / freight / aerospace…•Regional and international infrastructure, “connecting the economy, for jobs and growth”

1. Introduction

2. AOA Public Affairs Activity 2012

– Government’s agenda economic growth tax revenues ( deficit/debt) jobs business success regionalism agenda tourism and aerospace jobs

– airports / aviation – can deliver… economic growth tax revenues jobs business success regionalism agenda tourism and aerospace jobs

2. AOA PA activity 2012 – importance of passenger experience

Two ‘Asks’ Two ‘Gives’

1. APD freeze / ‘No double taxation’•recognise the uncompetitiveness of the UK having the highest APD in the world•European neighbours reducing APD•HMT to offset ETS by phasing out APD

1. Sustainable Aviation• Cleaner, Quieter, Smarter aviation• Reduce carbon emissions / noise;

tech-nological innovation (efficient aircraft, operational procedures, biofuels, etc)

2. ‘Fair framework for growth’•Government to address post May 2015 airport expansion / capacity issues,•Government to support growth in ALL UK regions•Look at giving better direction on planning policy framework

2. “Better” passenger experience• engage CAA consumer advocacy

panel• improving by investment in

facilities, terminals, runway clearing capacity, etc

• improving security procedures, etc• resilience / capacity management• improve efficiency, tackle queues,

reduce delays

• Priority activity: lobby on Sustainable Framework for UK Aviation• Communicate: “Connecting the economy, for jobs and growth”

3. Improving the customer experience

• Airports working hard to enhance the passenger/customer experience:– “Better AND bigger”

• Airports investing billions of pounds– From own resources, yet benefiting wider economy and society

• More than just airport staff – variety of related stakeholders required to improve customer experience:

– Public transport access – staff and infrastructure– Security officials– Retail workers– Baggage handlers– UKBA– Etc

3. Improving the customer experience

• Airport Service Quality surveys– Help to understand passenger views/concerns– Enable airports invest in areas customers want to see = improved scores, reduced

complaints...

3. Improving the customer experience

• Which? annual survey– 8,000 which members take part, 28 UK airports rated

So what are airports doing?3. Improving the customer experience

Airport Investment

Birmingham Investment in ‘One’ Terminal project and security equipment

Bristol Investing to expand terminal space

Gatwick £1bn investment programme, including new security facilities and improved departure lounges

Heathrow £5bn investment programme, including terminal redevelopment, for example Terminals 1 & 4

Leeds Bradford £11m investment to increase the size of the airside space by 65% and install a new departure lounge

What are airports doing?

3. Improving the Customer Experience

Airport Investment

Manchester £100m invested to redevelop Terminals 1 & 2

Newcastle Investing in terminal improvements and focusing on customer communication, including via social media

Newquay Cornwall Investing in modern technology, and experienced staff

Southampton Investing in facilities, including catering and improved public transport access

Stansted International Arrivals Terminal extension - £50m investment

3. Improving the Customer Experience

• AOA Airport of the Year 2011– Awarded by airlines…

More than 6mn: LGWLess than 6m: NCL

4. ‘Welcome’ at airportsCAA• Passenger Surveys – different airports’ traveller habits (2010: Birmingham,

Doncaster, East Midlands, Gatwick, Heathrow, Humberside, Leeds Bradford, Liverpool, London City, Luton, Manchester, Stansted)

• CAA consumer panel – from 2012…

Welcome• Responding to a question on the CAA’s Passenger Survey (2008), 62% of departing

visitors strongly agreed they felt welcome in Britain, and a further 33% agreed (but not strongly). 78% of those visitors who strongly agreed they felt welcome in Britain also strongly agreed they would recommend it to friends and family, meaning that consistently delivering a first-class welcome will lead to more emphatic recommendations of the destination.

‘Welcome’ findings•Airports viewed as the least welcoming touch-point by visitors.•Terminals have a ‘sameness’ about them, offering no real sense of place – the loss of a considerable marketing opportunity. Positive Britain imagery could be gainfully employed to make visitors feel more welcome.•The ‘politeness of customs and immigration staff’ has a relatively high level of impact on how welcome visitors feel in Britain – this shows it is an important aspect of the visit to focus on maintaining and improving. Some airports currently perform better than others for this.

5. ‘Positive Britain imagery’:The ‘GREAT’ Campaign

What is the campaign?• promote the UK abroad, deliver long-term economic benefits from the

interest generated by the Diamond Jubilee and London 2012 Olympic and Paralympic Games

Why is it being rolled out at airports?• The vast majority of visitors will arrive by air• The domestic campaign follows the customer journey from point of

origin, to ensure continuityGet involved• AOA coordinating airports involvement with Number 10, UKBA and Visit

Britain

5. Airports and the ‘GREAT’ Campaign

Summary

1. Introduction2. AOA Public Affairs 2012 – importance of

passenger experience3. Improving the customer experience4. ‘Welcome’ at airports5. The GREAT campaign

The AOA, Welcome and the 2012 ‘Great’ Campaign

Darren CaplanChief Executive, Airport Operators Association

Welcome Airport Seminar1 February 2012