ACI World has launched its latest 2016 publication, “Does passenger satisfaction increase airport non-aeronautical revenue? A comprehensive assessment.” This innovative research paper analyzes the influence of customer service quality on airports’ non-aeronautical revenue.
The research paper is based on the analysis of the ACI Airport Service Quality (ASQ) annual global survey carried out at over 300 airports across the world and surveying over 550,000 passengers per year. It is further supported by data generated from the annual ACI Airport Economics Survey. The analysis found that an increase of 1% in the global passenger satisfaction mean generates an average growth of 1.5% in non-aeronautical revenue, significantly out-performing the impact of commensurate increases in both retail space and passenger traffic.
“ACI’s Airport Service Quality research and analysis suggests that, for most airports, prioritizing customer service results in the greatest positive impact on non-aeronautical revenue – it can potentially deliver an even greater return on investment than can be achieved through traffic increases or expansion of commercial space,” says Angela Gittens, Director General, ACI World.
The research paper provides crucial guidance to airports of all sizes on the most effective path toward raising non-aeronautical revenue, with the key learning from the paper being that satisfied passengers spend more. Airports of all sizes across the world can use ASQ data to analyse their service performance and target their investment to drive the most effective enhancement of overall service quality.
“Of course, each airport faces unique issues in determining its investment programme, but traditionally, most airports have looked to traffic volume and retail space increments as the key engines of revenue growth. We now see that increasing customer satisfaction may well be the optimal route,” continued Director General Gittens. “The in-depth tailored data provided by the ASQ programme not only gives each airport its own pathway to maximizing service quality, but also helps deliver the best return on its carefully targeted investment.”