7 Trends on Airport Marketing

Singapore, 10 June 2013 – The first ever industry report published on airport marketing trends, The State of Airport Marketing 2013, identifies seven key marketing trends from airports around the world.
This report is produced by SimpliFlying, a global consultancy on aviation marketing.
"Airport marketing today is not only a function of communications. They are increasingly competing to
attract passengers from nearby airports as well as simultaneously improve their route network," said David McMullen, Vice President for Airports, SimpliFlying.
According to Google, 80 percent of travellers today plan their travels online and half of travellers use mobile devices to access travel information. 75 percent of business travellers and frequent fliers carry smartphones today, and just as many of them log on to airport Wi-Fi when it is available for free, according to TripAdvisor.
Given the techno-social transformation, more airports are investing in innovative products and service initiatives in order to differentiate the airport experience and cater to connected travellers who now expect more accessibility in their pockets.
The seven trends identified as definitive of the current state of airport marketing are:
1. Advocacy - Airports invest in creating unique experiences to convert travellers into advocates who are happy to endorse them to their friends online.
2. Social care - Through social media, airports tackle customer issues real-time, at the time and
place where it occurs, thereby building goodwill.
3. Story telling - Airports attempt to build deeper relationships with travellers by telling stories of their employees, of airport operations and even of travellers.
4. Crowdsourcing - By drawing power from the masses, airports find a new effective means to a
variety of ends such as product innovations, development of communities and improving
passenger experience.
5. Red carpet - To cater to the rise of middle-class travellers in specific international
communities, more airports are using local social networks and speaking their 'language'.
6. Virtual shopping - Airports and retailers can now extend their reach to gate seating areas and
sell products through effective signage and technologies such as QR codes.
7. Innovative air service development - Airports are investing in segmenting and targeting
potential passenger markets to become more appealing than their neighboring competitors.
Airport case studies featured in the report include Eindhoven Airport, London Gatwick and Helsinki Airport among others.
“This report couldn’t have come at a better time, since airports around the world are accelerating on customer engagement and online conversations on mobile and social media,” said Eli Lejeune, Marketing Manager at Eindhoven Airport.