Presentation on theme: "The AOA, Welcome and the 2012 Great Campaign Darren Caplan Chief Executive, Airport Operators Association Welcome Airport Seminar 1 February 2012."— Presentation transcript:
The AOA, Welcome and the 2012 Great Campaign Darren Caplan Chief Executive, Airport Operators Association Welcome Airport Seminar 1 February 2012
Contents 1.Introduction 2.AOA Public Affairs 2012 – importance of passenger experience 3.Improving the customer experience 4.Welcome at airports 5.The GREAT campaign
The AOA Represents and promotes the interests of some 70 airport operator members, and 160+ associate members. AOAs vision – vibrant airport sector, sustainable growth AOAs mission – engage with government, regulators and opinion formers to secure public policy which delivers on our vision AOAs 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 –Governments 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 AsksTwo 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 AirportInvestment BirminghamInvestment in One Terminal project and security equipment BristolInvesting 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 AirportInvestment Manchester£100m invested to redevelop Terminals 1 & 2 NewcastleInvesting in terminal improvements and focusing on customer communication, including via social media Newquay CornwallInvesting in modern technology, and experienced staff SouthamptonInvesting in facilities, including catering and improved public transport access StanstedInternational Arrivals Terminal extension - £50m investment
3. Improving the Customer Experience AOA Airport of the Year 2011 –Awarded by airlines… More than 6mn: LGW Less than 6m: NCL
4. Welcome at airports CAA 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 CAAs 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 continuity Get involved AOA coordinating airports involvement with Number 10, UKBA and Visit Britain