Seam­less travel ex­pe­ri­ence

An air­port an­a­lyt­ics so­lu­tion could make a sig­nif­i­cant dif­fer­ence in the over­all cus­tomer ex­pe­ri­ence, ex­plains Fi­ras Jadalla, Re­gional Di­rec­tor—Mid­dle East, Turkey and Africa (META), Genetec.

TravTalk - Middle East - - GUESTCOLUMN -

The sum­mer pe­riod is a peak sea­son for the travel in­dus­try in the GCC. On one hand, Dubai Air­port alone wel­comes 1 bil­lion trav­ellers this year, while on the other, the cur­rent to­tal eco­nomic con­tri­bu­tion of tourism and travel in Saudi Ara­bia is ap­prox­i­mately 258.1 bil­lion com­pared to 240.9 bil­lion in 2017. With a huge num­ber of trav­ellers, air­ports find it chal­leng­ing to of­fer a smooth pas­sen­ger ex­pe­ri­ence. This is when an air­port an­a­lyt­ics so­lu­tion could make a huge dif­fer­ence in the over­all cus­tomer ex­pe­ri­ence ’

The Tech Game

With Mid­dle East’s busy air­ports, it is vi­tal to im­ple­ment ad­vanced and con­nected tech­nolo­gies to en­sure a smooth pas­sen­ger ex­pe­ri­ence. Un­til now, air­ports have tra­di­tion­ally re­lied on stand-alone, un­con­nected sys­tems to man­age pas­sen­ger flow and se­cu­rity. How­ever, air­port se­cu­rity, op­er­a­tions man­agers, busi­ness an­a­lysts and air­port ex­ec­u­tives should be able to an­a­lyse and cor­re­late data pro­vided by mul­ti­ple sen­sors such as video surveil­lance cam­eras, ac­cess con­trol hard­ware, and IoT con­nected de­vices.

Like any busi­ness, the suc­cess of an air­port re­lies on the cus­tomer’s ex­pe­ri­ence. This is why hav­ing a deeper un­der­stand­ing of what’s hap­pen­ing in an air­port fa­cil­ity helps air­port staff make timely and in­formed de­ci­sions to im­prove pas­sen­ger ex­pe­ri­ence. Such in­sights would also help in­crease rev­enue for duty-free, re­tail, and food ser­vices in the air­port ter­mi­nal. For ex­am­ple, es­sen­tial el­e­ments for a safe, easy-to-nav­i­gate, and prof­itable air­port in­clude un­der­stand­ing how peo­ple flow from the park­ing ar­eas, check-in, duty-free and re­tail shops, in-air­port cafes and din­ing ar­eas. Com­bin­ing and pro­cess­ing cor­rel­a­tive data will help air­port man­agers to un­der­stand this traf­fic and de­sign a seam­less trav­eller ex­pe­ri­ence re­sult­ing in in­creased brand at­tach­ment, venue and air­line loy­alty, and pos­i­tive busi­ness growth.

An­a­lyt­ics Aware­ness

By re­ly­ing on pow­er­ful an­a­lyt­ics such as queue de­tec­tion and de­lays, heat map­ping, di­rec­tional anal­y­sis and peo­ple count­ing, Genetec Air­port Sense pin­points hin­drances to the flow of pas­sen­gers in tick­et­ing, screen­ing and pass­port con­trol and can iden­tify where wait lines build in ar­eas such as duty free, din­ing, en­ter­tain­ment, and pre-board­ing. Through in­tu­itive web-based dash­boards and dy­namic maps, se­cu­rity per­son­nel, op­er­a­tions and busi­ness an­a­lysts and re­tail­ers stay in­formed of re­al­time ac­tiv­ity and com­pare it against key per­for­mance in­di­ca­tors (KPI) or his­tor­i­cal trends.

(The views ex­pressed are solely of the au­thor. The pub­li­ca­tion may or may not

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Air­port se­cu­rity and air­port ex­ec­u­tives should be able to cor­re­late data pro­vided by mul­ti­ple sen­sors such as video surveil­lance cam­eras, ac­cess con­trol hard­ware, etc

Fi­ras Jadalla Re­gional Di­rec­tor—Mid­dle East, Turkey and Africa (META), Genetec

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