Intended to provide our own search engines and external engines with highly rich, chapter-representative searchable text on the opening pages of each chapter. Because it is UNCORRECTED material, please consider the following text as a useful but insufficient proxy for the authoritative book pages.
Do not use for reproduction, copying, pasting, or reading; exclusively for search engines.
OCR for page 177
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. 177