Airport operators in the UK need to focus their attention on getting people onto their flights rather than trying to get them to go shopping, reveals research today (Monday 7 November) released by World Travel Market London.
When asked to identify one specific improvement they would like to see at the airport, the majority of responses related to the passenger handling functions. The strongest demand was for better and faster check-in options, identified by more than 30% of the sample as the top priority.
Other operational aspects of the airport experience on UK travelers’ improvement wishlist included better security (19%), better boarding (13%), and better baggage handling (9%).
In contrast, the experiential aspects were not highlighted to the same degree. Less than 6% of the sample called for better food and drink, with only one in fifty (2%) thinking airports could be improved with more shops.
Elsewhere, around 10% want to see cheaper parking options, with a similar proportion calling for either a better arrivals experience or improved departure lounges.
A breakdown of the sample by sex shows that the strongest demand for operational improvements comes from women. In total, 74% of women respondents want improvements in check-in, security, boarding and bags, compared with 70% of men.
On the other hand, male respondents were more demanding in terms of improving not only the food and drink offer but also the shopping opportunities.
Regionally, the strongest calls for better check-in options came from respondents in the North East; travelers from East England were the most vocal in calling for cheaper parking; residents of the East Midlands were the most interested in faster boarding options.
At the same time, the majority of respondents – 70% – accept that the current level of airport security is necessary, with only 14% thinking measures need to be reduced.
