Guidelines for Improving Airport Services for International Customers (2016)

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180 C H A P T E R 7 The Gateway of the Future will enhance the customer experience by combining the most innovative approaches to the key elements of customer service, physical environment, and infor- mation dissemination. Customer service will be provided in a variety of ways and will be cus- tomized to meet the unique needs of the various types of passengers. The physical environment will create a comfortable, straightforward journey that reduces anxiety and allows customers to view the airport as a part of their trip, rather than a means to get from the beginning to the end of their journey. Relevant information about customers’ airport journey will be delivered through several forms of media and will be adaptable to the ever-changing airport environment. The purpose of this chapter is to summarize the notable innovations that airports around the world have deployed to enhance the customer experience in each of the primary journey seg- ments. Emerging technologies and practices that have not yet been implemented in the airport environment, but should be considered, will also be identified. 7.1 Key Elements to Improving the Customer Experience Improving the customer experience begins with understanding customer needs and expecta- tions. The survey conducted for this research provides some insight as to the needs and expecta- tions of passengers arriving or departing on international flights. A summary of those findings is provided in this section. While these provide a good general indication, airports are encour- aged to conduct their own passenger surveys because the unique circumstances at each airport will influence customer needs and expectations. As described in detail in the previous sections, the customer’s experience during their airport journey is influenced by three primary elements: customer service, the physical environment, and information dissemination. The following section provides a brief description of each of these key elements. 7.1.1 Understanding Customer Needs and Expectations Language: According to the survey, one in four international passengers can read only a little English, or none at all. This has important implications regarding the design of the wayfinding signs and the dissemination of information in multiple languages at security checkpoints, cus- toms and border patrol, information kiosks, and interactive directories. While it is not possible to accommodate all languages, the Gateway of the Future should provide information in the most common used foreign languages of the international passengers at that airport. Jet Lag and Travel Fatigue: International passengers arriving or making a connection at a U.S. airport may have spent upwards of 16 hours on an overseas flight spanning multiple time zones. Gateway of the Future

Gateway of the Future 181 Long-haul travel causes passengers to experience fatigue or other symptoms such as difficulty concentrating, memory loss, anxiety, and confusion. Jet lag makes it more difficult for passen- gers to concentrate and carry out the essential physical and mental tasks essential to finding their way within an airport (Waterhouse et al. 2007). Air Travel Anxiety: One in three passengers experience air travel anxiety (Dean and Whitaker 1982). About half of passengers experience anxiety during takeoff and landing while about one- third experience anxiety within the airport at customs, security checkpoints, and baggage claim (McIntosh et al. 1998). Due to medical emergencies that can occur as a result of elevated anxiety, airport physicians believe that the airport segment of travel may be more hazardous than the in-flight segment (McIntosh et al. 1998). Passenger Expectations: Based on the survey, about half of international passengers inter- viewed said they were infrequent travelers, having been on at most one other international flight in the last year. It is important to consider that each airport is unique and although the same essential processes are carried out at each airport, there may be subtle or significant differences that may be unexpected. For example, passengers making a connection to an international flight following a domestic flight may assume they will not need to go through security at that airport. Some airports provide secure connections between gate areas whereas other airports do not. Pas- senger satisfaction with security wait times was twice as positive when passengers were expecting to go through security as compared to when they were not expecting to go through security. A situation unique to U.S. airports is that all passengers making a connection between two international flights must collect their bags as part of the CBP process and then recheck their bags. In the survey, half of all international passengers making a connection to another inter- national flight did not expect they would have to collect and recheck their bags at that airport. Passengers anticipate what they will encounter at a new place based on their prior experi- ences; many passengers will visualize themselves in the new setting based on their expectations. If the new place is similar to places they have already visited, passengers will have an easier time adjusting. The more different the new place, the more difficult it will be for the passenger to cope with a new environment. Providing passengers with information about different or unique situations that may occur along their journey will make it easier for them to adjust (e.g., non- secure connections between concourses or terminals, security screening requirements, docu- ments required at customs, need to collect and recheck bags, etc.). Subject Ratings of the Relative Importance of Airport Features: In the survey, passengers were asked to rate the importance of 10 airport features. Passengers who said the feature was very important are: 1. Ease of finding way inside airport, 82 percent 2. Helpful staff, 81 percent 3. Flight information screens, 79 percent 4. Airport cleanliness, 78 percent 5. Short lines at security, 75 percent 6. Short lines at customs, 72 percent 7. Free internet access / WiFi, 69 percent 8. Universal symbols on signs, 57 percent 9. Short walking distances, 41 percent 10. Shopping and restaurants, 36 percent As shown in Figure 7-1, the most important airport feature was ease of wayfinding within the airport. When people have difficulty finding their way they (1) blame themselves; (2) feel frus- trated and anxious because being lost may cause them delay; or (3) feel anger or resentment

182 Guidelines for Improving Airport Services for International Customers that an easy task is difficult to carry out. Navigating within an airport can be challeng - ing when there is a lack of signage, too much signage, ambiguous information on signs, multiple directions to reach the same destination, or when changes in level and direction are required. In the survey, in addition to being asked about the importance of airport features at any air- port, passengers also were asked how satisfied they were with those airport features at the airport where the interview took place. Survey results suggest there is a correlation between passenger expectation and passenger satisfaction. However, there were instances where airport features were perceived to be very important but received lower ratings of satisfaction, including (1) long lines at CBP; (2) long lines at SSCP; and (3) freely available WiFi. 7.1.2 Customer Service The customer’s airport experience is directly influenced by interaction with a number of dif- ferent entities. According to the survey, 81 percent of passengers rate helpful staff as very impor- tant. Creating a seamless transition of customer service is critical to improving the customer’s airport experience. Through the evolution of technology, personal customer service can be delivered in a variety of ways. Airport and airline websites and mobile apps provide customers with a wide range of information that can be accessed on-demand. More recent innovations such as interactive infor- mation counters allow airport customer service staff to interact with customers on a face-to-face basis from a remote location—optimizing customer service staffing efficiency while providing a high level of customer service. Process performance (i.e., wait times) is another important component of customer service. Short lines at the security checkpoint and CBP were rated very important by 75 percent and Figure 7-1. Subjective ratings of importance of airport features versus passenger satisfaction. Source: ACRP 03-35 Research Team

Gateway of the Future 183 72 percent of all passengers, respectively. Achieving high levels of customer satisfaction in these areas requires close coordination among airport stakeholders and government agencies. 7.1.3 Physical Environment The physical environment of an airport terminal influences the customer experience both mentally and physically. The key elements of the physical environment that affect the customer experience include: • Ambience • Natural wayfinding • Cleanliness and maintenance • Walking distances • Spatial requirements The ambience of the terminal is the visual, sensual, and social atmosphere influenced by the architecture, interior design, and other visual and auditory elements within the build- ing. Together these elements can ease customer anxiety about traveling and provide them with a distinct experience of the local community, rather than simply being a means to an end. Natural wayfinding reduces customers’ reliance on directional signage to find their way through the airport terminal facilities. According to the survey, 82 percent of all passengers rated the ease of finding their way inside the terminal as very important, the highest rating of any airport feature. Reducing the number of decisions customers have to make about which way to go and providing visual cues as to the location of the next step in the journey have a substantial effect on the customer experience. The cleanliness of terminal facilities is an important component of the physical environment. According to the survey, 78 percent of all passengers rated the cleanliness of the airport as very important. This requires close coordination with janitorial service providers and should be consid- ered in the design of the facilities. Clean and properly functioning facilities, especially restrooms, are a hallmark of the most highly rated airports in the world. Walking distances and the amount of space provided are other important customer experi- ence considerations. While short walking distances are near the bottom of the rankings of “very important” airport features, international passengers are accustomed to being provided with con- veyance assistance, such as moving walkways, wherever practical, especially in the international arrivals corridor and between terminals. Terminals designed to accommodate primarily inter- national flights should provide ample space to allow for unencumbered movement of customers in large groups or with several checked or carry-on bags. This is particularly important in waiting areas, such as the departures hall and international baggage claim area. Consideration must also be given to the higher number of well-wishers and meeters and greeters that accompany inter- national travelers. 7.1.4 Information Dissemination Airport terminals are complex spaces with numerous processes and options that customers must navigate, some of whom may be traveling for the very first time. The effective communica- tion of information is paramount to improving the customer experience. In addition to a high rating for ease of finding their way within the airport, 79 percent of passengers surveyed rated flight information screens as very important and more than half rated universal symbols on signs as very important.

184 Guidelines for Improving Airport Services for International Customers The effective communication of information extends well beyond FIDS and symbols. Many of the world’s leading airports are delivering information through new, innovative digital solutions via websites and displays at the airport. This ranges from departure gate locations for connect- ing passengers, information about baggage delivery for arriving passengers, and amenities and services available within the terminal for departing passengers. Informing customers about their airport journey is critical to improving the overall experi- ence. This is true for international travelers who may travel infrequently, are coming to the United States for the first time, or may have limited English capabilities and need assistance in their native language. 7.2 Enhancing Customer Service Enhancing customer service is a deliberate effort that requires a high degree of coordination among all stakeholders. Training programs alone are not sufficient to develop a culture of excel- lent customer service. ACRP Report 157: Improving the Airport Customer Experience provides a thorough description of the components of successful airport customer service programs. International travelers however have unique needs when compared to the domestic counter- parts. Through the research conducted for this study, the key elements of providing excellent customer service to international customers were identified. Table 7-1 provides a summary of the key customer service elements to assist international customers along each segment of their airport journey. Each is described in detail in the referenced chapter. 7.2.1 Notable Innovations Stakeholder Meetings: Customer service stakeholder meetings are a critical component of providing customer service for international customers. While most airports conduct these meetings on a monthly basis, at Hartsfield-Jackson Atlanta International Airport more frequent Table 7-1. Summary of key customer service elements.

Gateway of the Future 185 Table 7-1. (Continued). (continued on next page)

186 Guidelines for Improving Airport Services for International Customers meetings (weekly or bi-weekly) are conducted with key stakeholders, such as terminal management, customer service managers, and CBP officials. These frequent meetings were established to enhance the coordination between the entities and address issues as they arise rather than weeks after they occur. Virtual Information Counters: At Munich Airport, InfoGate counters (see Figure 7-2) pro- vide face-to-face interaction between customers and customer service personnel via life-sized videoconferencing. Table 7-1. (Continued). Source: ACRP 03-35 Research Team Figure 7-2. InfoGate counter at Munich Airport Terminal 2.

Gateway of the Future 187 Source: ACRP 03-35 Research Team Figure 7-3. Information counter in the passport control hall at Los Angeles International Airport Tom Bradley International Terminal. The key benefits of this innovation include: • Customers are provided with the opportunity for face-to-face interaction with customer ser- vice representatives at multiple locations throughout the airport. • More efficient use of airport customer service staff as compared to traditional information counters. Water and Snacks at Passport Control: At Boston Logan Airport, customer service staff pro- vide customers waiting in long queues at passport control with water and snacks to help make their wait less arduous. The key benefits of this innovation include: • Customers perceive that airport staff are aware of the long queues and appreciate the un expected gesture of hospitality while they wait. • Customer service agents and CBP officers can spend more time processing passengers versus dealing with complaints. • Customers are more likely to utilize airports and airlines where they felt their needs were being addressed and undesirable conditions were mitigated to the best of everyone’s ability. Language Hotline: The PANYNJ operates a language hotline where customer service agents can find a Port Authority staff member with the necessary language skills to assist customers not able to communicate in English. The key benefits of this innovation include: • Customers can obtain information in their native language about any part of their journey. • Hotline operators can convey customer questions or needs to the customer service agents. • Airport operators can provide a wider range of language capabilities at any location as com- pared to only the languages spoken by staff assigned to a particular location. • All airport stakeholders can utilize the language hotline, providing language assistance for customers at any stage of their airport journey. Information Counter in Passport Control: Information counters, as shown in Figure 7-3, are provided near the entrance to the passport control hall at Los Angeles International Airport Tom Bradley International Terminal and Miami International Airport South Terminal to help customers complete their entry documents and to answer questions about the border entry process.

188 Guidelines for Improving Airport Services for International Customers The key benefits of this innovation include: • Customers can obtain information necessary to complete their entry documents. • Customers can obtain information in their native language about the arrivals process. • CBP officers can focus on inspection rather than answering questions or rejecting passengers with incomplete forms. Seating Area for Elderly and Families: A seating area designated for the elderly, families, and passengers with reduced mobility is provided as part of the queue in the passport inspection hall at Heathrow Airport Terminal 2. The key benefits of this innovation include: • Allows one person representing a family to remain in the queue while others wait comfortably. • Elderly customers and passengers with reduced mobility have a designated waiting area better suited to their needs. CBP Processing Options: In additional to APC and MPC that are widely implemented within the United States, Dallas/Fort Worth International and Chicago O’Hare International airports also provide one-stop passport control and CBP exit control processing for customers who do not have checked baggage (as shown in Figure 7-4). APC and Global Entry kiosks are provided at the one-stop locations for passport control. A CBP officer then performs the exit control inspection. The key benefits of this innovation include: • Customers without checked bags to claim avoid the longer queues commonly associated with passport control and bypass the baggage claim and CBP exit control areas. • Airline crew members can utilize the one-step processing because they typically do not have checked baggage. • Reduced wait times at CBP exit control for customers with checked baggage. Welcome Sign Printer: Meeters and greeters should also be viewed as airport customers. At Munich Airport, a Welcome Sign printer is provided in the Arrivals Hall for meeters and greeters to make signs to welcome passenger(s), as shown in Figure 7-5. Source: ACRP 03-35 Research Team Figure 7-4. CBP one-stop processing Carry E-Z at Dallas/Fort Worth International Airport.

Gateway of the Future 189 The key benefit of this innovation includes: • Passengers and meeters and greeters receive the unexpected benefit of being able to print a customized welcome sign at the terminal. Welcome Center: Most airports provide an information counter near the center of the arriv- als hall. At JFK International Airport Terminal 4, the information counter has been expanded to include a seating area, ground transportation information, interactive local attractions kiosks and internet kiosks, as shown in Figure 7-6. The Welcome Center is visually prominent and staffed by customer service representatives. The key benefits of this innovation include: • Customers benefit by having a visually prominent and inviting area where they can obtain information by speaking with a customer service representative or using self-service technology. Source: ACRP 03-35 Research Team Figure 7-5. Welcome sign kiosk at Munich Airport Terminal 2. Source: ACRP 03-35 Research Team Figure 7-6. Welcome Center at JFK International Airport Terminal 4 (back view).

190 Guidelines for Improving Airport Services for International Customers • Customer service representatives are able to assist more customers because a seating area is provided so customers can wait and self-service options are provided. Digital Passenger Advisory Signage: Digital passenger advisory signage, available at Boston Logan and Baltimore-Washington International airports, provides customers with real-time information about when to expect the next airport shuttle or public transportation vehicle (as shown in Figure 7-7) via a link to the airport’s automatic vehicle location system. • Customers are informed of when the next vehicle will arrive and can decide how to use their time while they wait, such as finding a comfortable waiting area or using the restroom without fear of missing the vehicle. 7.3 Ideal Physical Environment The ideal physical environment creates a distinct sense of place that allows customers to navi- gate easily between each step of their airport journey. The architecture and interior design along with the various services and amenities should be used to create a unique ambience allowing cus- tomers to enjoy their time at the airport rather than view it as a step in their journey. Well-designed airport terminals minimize the number of level changes within each journey segment and have linear passenger flows that are logical and intuitive. The smaller the number of decisions a cus- tomer has to make about the direction they need to travel through the terminal or between terminals lowers anxiety. The physical environment is important to international customers as they may be less familiar traveling through U.S. airports, be fatigued from long-haul flights, or have limited capabilities in English making it difficult to understand directions from other customers or English-only directional signage. For these customers, the logical flow and reduced decision-making greatly improve natural wayfinding. International customers also typically have more checked baggage and travel in larger groups, requiring more space for maneuvering and fewer level changes to ease the burden of transporting their baggage. The arriving international passenger is the most unique of the international customer base. Particular attention should be paid to the physical environment for these customers. The ter- minal interior design should provide an immediate sense of welcome as passengers deplane. Source: ACRP 03-35 Research Team Figure 7-7. Digital passenger advisory signage at Boston Logan International Airport.

Gateway of the Future 191 Ideally, the arrivals corridor and the CBP facilities (passport control, baggage claim, and exit control) would be on the same building level to facilitate passenger flow and CBP staffing efficiency. The burden of collecting and transporting checked baggage should be reduced to the greatest extent possible. The arrivals hall should provide sufficient space for passengers and meeters and greeters and offer a direct line of sight to the various ground transportation services customers may require. 7.3.1 Key Elements As discussed throughout this report, a wide variety of factors should be considered to provide the ideal physical environment for international customers. Table 7-2 provides a summary of the key elements to achieve this along each segment of the customer’s airport journey. Each is described in detail in the referenced chapter. 7.3.2 Notable Innovations Smart Security: Amsterdam Airport Schiphol introduced a new approach to security check- point design, as shown in Figure 7-8, by creating an environment that makes the security process as pleasant and efficient as possible. The checkpoint equipment arrangement is based on the Smart Security initiative, a joint program between IATA and ACI to strengthen security, increase operational efficiency, and improve the passenger experience. The key benefits of this innovation include: • Reduced customer anxiety due to enhanced interior design of the checkpoint area and opera- tional process. • Lower wait times due to higher processing rate. • Fewer lanes potentially reduce TSA staffing. • Reduced wait times increase time for post-security shopping and dining. • Fewer departure delays or missed flights due to long waits at the security checkpoint. Table 7-2. Summary of key physical environment elements. (continued on next page)

192 Guidelines for Improving Airport Services for International Customers Table 7-2. (Continued).

Gateway of the Future 193 Bags First CBP Facility Configuration: CBP facilities at Austin-Bergstrom International and Fort Lauderdale-Hollywood International Airport are configured to allow customers to claim their checked baggage first (bags first) and then complete the passport control and CBP exit control procedures at one location. The key benefits of this innovation include: • Customers claim checked baggage first and then proceed to a one-step CBP inspection point. • Combining passport control, secondary inspection, and exit control in one location improves CBP officer staffing efficiency. • Improved CBP staffing efficiency can reduce customer wait times. Remote-Fed Flat-Plate Baggage Claim Carousels: Remote-fed flat-plate baggage claim carouses, such as those used at Heathrow Airport Terminal 2 (see Figure 7-9), are easier for customers to remove large checked bags. The key benefits of this innovation include: • Customers, especially the elderly and people with disabilities, are able to remove their checked baggage from the carousel with much less physical strain. 7.4 Effective Information Dissemination Effective information dissemination will be a core element of the Gateway of the Future. Through the use of personal and mobile technology, airport stakeholders can provide customers with information to personalize their airport journey. This is particularly important to inter- national travelers with a variety of needs ranging from quick processing to an explanation of the processing requirements to assistance with directions in their native language. Airport and airline websites and mobile apps are already key elements of many travelers’ tools for navigating through the airport. New and innovative add-ons, such as language translation videoconferencing and indoor 3D mapping will further enhance the customer’s ability to use these tools during their journey. Source: Amsterdam Airport Schiphol. Accessed at http://www.schiphol.nl/ B2B/RouteDevelopment/NewsPublications1/RouteDevelopmentNews/ AmsterdamAirportSchipholNewSecurityControlEnhancesComfort.htm Figure 7-8. Smart security checkpoint at Amsterdam Airport Schiphol.

194 Guidelines for Improving Airport Services for International Customers Static and dynamic signage will also continue to be important components of the customer’s airport experience. Using the familiar symbols and terminology from airports across the world, U.S. airports can reduce the anxiety of customers traveling through the United States for the first time. Digital signage can be used to convey information and provide customers with a distraction while waiting in queues for key processes, such as passport control or baggage claim. They also can be used to create an inviting environment that reflects the culture of the surrounding region. Providing the information customers need or want at each stage of their journey is critical to enhancing the passenger experience. Table 7-3 provides a summary of the key elements of Source: ACRP 03-35 Research Team Figure 7-9. Remote-fed flat-plate baggage claim carousel at Heathrow Airport Terminal 2. Table 7-3. Summary of key information dissemination elements.

Table 7-3. (Continued).

196 Guidelines for Improving Airport Services for International Customers information dissemination for international customers during each journey segment. Each is described in detail in the referenced chapter. 7.4.1 Notable Innovations 360-Degree Interactive Mapping: Third-party companies are providing airports such as Dubai International Airport and Salzburg Airport with high-definition 360-degree virtual tours using panorama photography allowing passengers to familiarize themselves with the airport in advance of their flight (see Figure 7-10). As compared to a video, customers are able to take a virtual tour of the terminal based on their preferences and needs. The key benefits of this innovation include: • Provides customers panoramic images of the actual facility and facilitates choices at junction points to choose their route as if actually there. • Gives the customer confidence by having knowledge about the airport through state-of-the- art technology. Websites with Videoconference Translation: Utilizing an innovative voice-to-text language translation tool developed by Microsoft Skype, two people who do not speak the same language can have a conversation by speaking in their native language. The key benefits of this innovation include: • Customers can use the application linked through the website to speak with an international representative in their native tongue via videoconferencing technology. • Airports and stakeholders can provide additional language assistance without hiring addi- tional staff. Source: Dubai360 website Figure 7-10. Dubai360: 360-degree panoramic images where customers can choose their path by interacting with the image.

Gateway of the Future 197 FIDS with Alternate Content: FIDS are a key touch point in the passenger journey that cre- ates a natural opportunity to communicate additional alternate content as means to enhance the customer experience. As shown in Figure 7-11, the FIDS at Heathrow Airport confirms flight status and provides check-in zone information to connect passengers with the large overhead zone designation signage guiding them to the correct ticket counter area. Additional displays are used to educate departing passengers on check-in information relevant to boarding passes, bag drop, and special assistance. This type of information can be especially helpful for international travelers unfamiliar with U.S. airport check-in procedures. The key benefits of this innovation include: • Customers can get additional information about their journey from a commonly used point of information dissemination. • Key information can be provided to customers at multiple points within the departures hall and other areas of the terminal without the need for extra information counters with airport staff. Animated 3D Mapping: Some airport websites, such as the one for Boston Logan Airport shown in Figure 7-12, provide videos or animated maps consistent with what customers will experience at the terminal. This allows them to familiarize themselves with the process, such as the international arrivals process, before arriving at the airport. The key benefits of this innovation include: • Provides 3D animated videos to walk the customer through a variety of different airport experiences prior to arrival. • Gives the customer confidence by having knowledge about the airport. • Allows customer service representatives to focus on helping customers with the greatest needs. Welcome Signs that Celebrate: Signage at the entrance to the terminal from the aircraft is an opportunity to promote the airport brand and celebrate a city’s image. Figure 7-13 illustrates how the airport name, brand, image, and welcome are all incorporated to celebrate the arrival experience. Source: ACRP 03-35 Research Team Figure 7-11. FIDS at Heathrow Airport Terminal 4 departures hall use alternate content (on first and fourth displays) to enhance the customer experience.

198 Guidelines for Improving Airport Services for International Customers Source: Boston Logan International Airport website (www.massport.com/logan-airport) Figure 7-12. Screen shots from Boston Logan International Airport Wayfinder app. Source: ACRP 03-35 Research Team Figure 7-13. Welcome sign in the arrivals corridor at Heathrow Airport Terminal 5. The key benefits of this innovation include: • Provides customers with a positive first impression of the airport and city and can also help promote tourism. Color-Coded Signage at Passport Control: Airports such as Boston Logan International and Dallas/Fort Worth International have implemented a color-coded signage system along the arrivals corridor to educate customers by associating entry status with a particular color.

Gateway of the Future 199 Source: ACRP 03-35 Research Team Figure 7-14. Color-coded signage leading to passport control at Boston Logan International Airport. As shown in Figure 7-14, the queuing area in the passport control hall is arranged by the entry status, which corresponds to the color-coded signage. The key benefits of this innovation include: • Reduces customer confusion by educating them prior to entering passport control. • Provides customers with a positive impression that the airport cares about their experience. • Reduces the number of customer service agents needed in the passport control hall to direct passengers to the appropriate queue. Video Walls: Large video walls can be used to reduce the customers’ perception about wait times at key areas, such as Passport Control. Figure 7-15 shows large video screens displaying rotating images of local and regional sights in Atlanta and the state of Georgia in the Inter- national Terminal at Hartsfield-Jackson Atlanta International Airport. Source: © Chris Cunningham, Courtesy of Gresham, Smith and Partners Figure 7-15. Video screen wall in the passport control hall at Hartsfield-Jackson Atlanta International Airport’s International Terminal.

200 Guidelines for Improving Airport Services for International Customers The key benefits of this innovation include: • Help ease the negative reactions of travelers to airport delays by influencing their perceptions of the situation. • Allows customer service agents to focus on dealing with customers who need help rather than listening to those who just want to complain. 7.5 Use of Emerging Technology Airports are quickly becoming leaders in applying emerging technology to enhance the cus- tomer experience and improve operational efficiency. In many cases, the two objectives are symbiotic. Following is a list of the emerging technologies likely to make their way into airports in the very near future. Augmented Reality: Mobile applications using Augmented Reality (AR) have the potential to become a cost-effective way to enhance the customer experience at various touchpoints along the journey. Advances in the triangulation and signal strength in existing WiFi access points for geo- location have made the transition from traditional outdoor GPS applications to indoor a reality, transforming airports into intelligent ecosystems by offering location-based services for naviga- tion. Using a smartphone camera, an app allows the customer to scan the terminal capturing points of interest and highlight information such as distance and directions to navigate to these points. As this technology matures, integrating social media websites that provide customer reviews can allow customers to make intelligent decisions about where they shop and eat in real time. Wearables: Future customer benefits from wearable technology can be drawn from the con- vergence of developing programs, for example, the marriage of the Google Glass and AR. Trans- ferring AR from a smartphone platform to the Google Glass seems like a natural progression. Wearables may have a consumer benefit in the nearer future by taking existing uses, such as smartphone boarding passes, and moving to future platforms, i.e., smartwatch. Other potential uses may be on the enterprise side as demonstrated by Virgin Atlantic’s six-week Google Glass trial aimed to improve business efficiency and create a more personal travel experience for cus- tomers through the use of technology. Proximity Communications: Bluetooth, NFC, and RFID share several features, both being forms of close proximity wireless communication, but it is the differences that define the poten- tial uses. Specifically, power consumption, connection time, and range make up are the charac- teristics that determine the appropriate technology to employ based on the intended purpose. Bluetooth offers longer ranges (up to 30 feet) at a cost of higher energy consumption and longer connection time, but as the technology advances, BLE devices are targeting lower power con- sumption, which are becoming the preferred communication choice for beacons. NFC’s closer range (a few inches) and quick connection make it a more secure and personal type of com- munication. Combining the two technologies has allowed NFC to make a quick, secure connec- tion between devices, then hand it over to Bluetooth as the devices move further away. RFID is primarily used in airports today to scan badges for access control purposes, and a tag can come in two forms, active and passive. Active tags utilize an internal power source to continuously power the communications circuitry whereas passive relies on power from the transponder to excite the tag. Passive tags are less expensive but come with a lower read range (under 9 feet); active tags can communicate up to 300 feet but require a battery and can cost up to $100 each. As technology in these fields advances, these communication forms are expected to continue to develop and more uses will become apparent. WiFi Geolocation: This technique uses the intensity of the received signal strength from a transmitting source to a wireless access point by using triangulation algorithms to determine the

Gateway of the Future 201 user’s position within an indoor location. A database is populated with the client smartphone’s MAC address, the SSID of each WAP and the signal strength to output a location, with accuracy levels based on the quantity of readings taken in a set amount of time. The process of geo-tagging assets consists of installing small wireless transmitters on items a facility intends to track. Geo- tagging and tracking assets expedite the services of airport associates for people in need, such as for wheelchairs, and allows the airport to keep track of their assets. Beacons: Beacons received a lot of attention from airports in 2015. While only about 9 percent of airports currently have beacons installed, 44 percent report installation is planned within the next three years (The Economist 2015). Beacons use BLE technology to communicate with cus- tomer’s smartphones to deliver information such as directions to lounges and baggage claims and retail advertising and promotions. Bluetooth also can be used to determine proximity by creating a geo-fence that differs from a positioning solution to determine a more accurate posi- tion. Many of the airports with beacons or planning to install beacons are still working to harness the power of this technology to use it in a highly functional way. The ability to reach so many potential end users with low-cost implementation, reliability, and ease may one day be the solu- tion to a problem that does not yet exist Airport Guidance Display Card: The idea behind Airport Guidance Display Cards is to help passengers unfamiliar with the airport make decisions quickly in case of a short layover or if they are late to board their plane. A combined number of communication technologies (includ- ing Bluetooth beacons and RFID tags) provides customers with real-time updates on boarding times, estimated walk times, and directions to the gate. Customers are handed a lightweight card with an RFID chip and utilize e-paper to display electronic information that is scanned as they enter an airport or deplane with the intention to make a connecting flight. The scan is then transmitted wirelessly to a system that updates the display card with the customer’s next flight information. As customers walk through the airport, they receive real-time updates about their upcoming flight including delays or gate changes. If the customer makes a wrong turn, the card will display an alert. 7.6 Opportunities to Develop New Innovative Processes, Technologies, and Strategies The greatest opportunities for developing new innovative processes, technologies, and strat- egies come from combining current and emerging technologies to better address customers’ needs and expectations, while addressing operational objectives and constraints. The InfoGate kiosks at Munich Airport are an example of how the convergence of these factors led to a success- ful service that enhances the customer experience and addresses operational realities. The fol- lowing are some additional opportunities for creating products or services that would enhance the customer experience. Wayfinding Asset Management: Creating a wayfinding asset management system would greatly improve an airport operator’s ability to communicate information more consistently and achieve a higher level of integrity in wayfinding information regardless of changes in opera- tion and locations of services as well as during periods of construction. Intelligent Messaging: Beacons create an opportunity to customize the information customers receive throughout their airport journey. More than simply providing locational information, personalized messages can be tailored to each passengers’ needs and delivered in their native language. When connected to the common database, these could include real-time information about total time it will take to travel through the airport terminal, including check-in, security screening, walking or riding an APM, international arrivals processing, baggage claim, ground transportation pick-up, or transfer to a connecting gate.

202 Guidelines for Improving Airport Services for International Customers On-Demand Customer Service: Building on the proliferation of mobile apps and wide- spread use of mobile devices by passengers, airport operators could deliver personalized cus- tomer service, including one-on-one live interaction, via existing technologies and programs such as FaceTime or Skype. Similar to the InfoGate kiosks, customers would be able to contact a live customer service representative via their mobile device whenever they need assistance. The customer service representative would receive information regarding the customer’s location and flight details and be able to provide whatever support is necessary to aid the passengers in their journey. Additional tools, such as voice-to-text translation, would allow customer service representatives to work with customers in their native language without having those language capabilities. Active Level of Service Management: Through the use of WiFi geolocation, airport operators can not only provide customers with information about wait times at key processing points, but they can also collect real-time information on wait times and walk distances to determine the level of service that customers are experiencing. This information would allow airport opera- tors and stakeholders to make real-time adjustments to staffing levels or provide additional services (such as courtesy carts) to maintain the target level of service and enhance the customer experience. Adaptive Facilities: Flexibility to accommodate future changes is a key objective in airport terminal planning and design. The next step in this approach is to leverage technology to allow facilities to adapt to the ebb and flow of passenger traffic throughout the day. Examples of this might include monitoring the utilization of restrooms and providing passengers with informa- tion about the location of the next restroom that may be underutilized but along the route to their destination within the terminal. Alternatively, real-time passenger traffic data could be utilized by the building management system to decrease energy consumption in certain parts of the terminal by reducing the number of operational fixtures and equipment or lighting levels during slower times of the day.