Travelers generally prefer a human touch over tech
automation in their airport experience, according to a March to April survey by
OAG of 2,009 travelers, 34 percent of which self-reported as business travelers.
For baggage, 54 percent of travelers chose "human customer service" over
"tech automation." For security, 55 percent did, 64 percent for boarding,
83 percent for concierge and 80 percent for in-flight services. Automation won
out only in ticketing, with 65.9 percent of travelers, and check-in, with 68.3
percent. However, OAG expects tech automation to gain ground over the next few years.
For airport security, business travelers were 23 percent
more likely than leisure travelers to prefer automation. Millennials also are
more likely than the general population to prefer tech automation—in every area
except security. Compared to travelers 50 years old and older, they are also 30
percent more likely to prefer tech automated airport concessions at the airport
and in-flight services.
Navigating the Airport
Nearly 60 percent of travelers would let airports, airlines
and other travel providers track their locations via mobile or wearable devices
if that data enables airports to redeploy staff in order to cut down on wait
times at busy areas of the airport. Which areas do travelers view as the
biggest pain points? Fifty-nine percent of travelers cite security lines as the
biggest time killer, followed by boarding lines at 20 percent and the check-in/baggage
category at 16 percent.
As for new technologies, 50 percent of travelers are most excited
about CT scanners that allow travelers to leave electronics and liquids in
their bags, while 28 percent pointed to 3D X-ray technology that will help TSA
more quickly review bag content on the conveyer belt and 22 percent cited mat-based
scanners that travelers can walk over without removing footwear.
When asked to select which process change would streamline
security the most, more loading zones drew the most votes, at 40 percent, while
31 percent thought displaying security wait times would be best and 29 percent
chose biometrics-based identification.
Technologies for a Better Traveler Experience
Here are how many travelers think various emerging
technologies and process advancements would improve efficiency and customer service:
- in-airport, turn-by-turn GPS directions for
navigating terminals and gates: 54 percent
- self-service bag drops: 49 percent
- biometrics-based, self-boarding technology: 44
percent
- driverless cars for transportation to and from
different terminals: 38 percent
- on-demand services that will deliver food,
beverages and product to travelers' gates: 36 percent
- self-check-out technology at retail stores: 35
percent
- interactive robots that can answer travel
questions and provide concierge services: 19 percent
- mobile robots to valet park travelers' cars: 8
percent
Compared to others, Millennials were:
- 60 percent more interested in mobile robots that
could park their cars
- 43 percent more interested in self-check-out
options for gate-side retail
- 28.5 percent more interested in on-demand
delivery of food and beverages to their gates
Self-check-out was interesting to 54 percent of Millennials,
37 percent of business travelers and 35 percent of all travelers.
Waiting at the Gate
Travelers value accessible and trustworthy information
substantially more than emerging technologies, according to OAG. Here are how
many travelers value various forms of information:
- flight delays and cancellation predictions: 78
percent
- information on estimated security wait times: 77
percent
- real-time updates on expected board times: 75
percent
- updates on walking times between gates and
terminals: 55 percent
While waiting for their flights, travelers spent most of
their time:
- sitting, relaxing and working at the gate: 45
percent
- evenly split between the gate and shops and
restaurants; 32 percent
- restaurants, bars and retail shops: 7 percent