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CHAPTER 9
Getting Ground Access Information
to the Traveler
Over the past 5 years, there has been a revolution in the way that airports can present ground
transportation options to their travelers. Tools and media that would have been unimaginable
just a decade ago are now readily available to airport managers interested in creating better pub-
lic mode ground transportation strategies to their airport. Chapter 9 examines those tools and
those media in the context of the central theme of the report: that planning and implementation
of ground access services must be undertaken to meet the needs of the user as defined and refined
in a program of market research and segmentation.
Thus, the chapter examines the development of new and evolving information technology to
bring airport ground access information and ticketing options to the traveler. The presentation
of service options to the traveler is presented here as the last phase of an integrated program of
market-based improvements to airport ground access public modes.
Getting Information about Ground Access
To an increasing extent, airline trip planning is either (1) accomplished by the traveler using
the Internet or (2) accomplished by a travel advisor to the traveler using the Internet. Thus, this
section of Chapter 9 will first focus on the manner in which airport websites are or are not pro-
viding high-quality information to the traveler (or advisor) about ground access services to/from
the specific airport. Ultimately, information about local airport services will be interconnected
with other media and tools used in the trip planning process. If each airport website can accu-
rately describe the ground transportation services available at that airport, integration of that
information with other media used by the traveler (such as airline websites, Expedia, Travelocity,
Google, etc.) will logically occur over time.
Airport managers will need to provide to the traveler several different kinds of ground trans-
portation information, not only information about airport-managed, -regulated, and -monitored
ground services that are operated specifically for the airport market--taxis, airport limousines,
airport vans, and airport coach bus services (sometimes called "airporters")--but also informa-
tion about the regional public transportation system in general, including service details that are
far beyond the responsibility of airport management.
Thus, one of the challenges in the design of the airport-based website on the subject of ground
access services is the need to provide direct, quick access both to those services that are well
documented by airport management and to those services that are best organized and described
by others in the region. In 2007, three new services attempted to integrate the two kinds of infor-
mation: one in the United States, one in Europe, and one in Asia.
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