There is no question that the COVID pandemic has affected all industries, from restaurants to major manufacturing. One of the most impacted industries has been the airline industry, which has grappled with distancing, mask mandates, and keeping thousands of people briefed with up-to-the-minute information. Digital signage had its place in airports pre-COVID, but its role has expanded, and its significance in this unprecedented time cannot be overstated.
The Role of Digital Signage
What is the overall role of digital signage in an airport? Before the pandemic, travelers could count on digital signage to inform them of flight information, maps and directories, and any other pertinent travel information they may need, available when they needed it.
What makes an airport's digital signage unique is its need for relevant and timely information across stakeholders. It is not only travelers who need timely information. Employees, flight crew, and vendors require expedited information as well.
Nearly 3 million passengers fly in and out of US airports every day. Almost all of them consume an immense amount of information while inside the airport and making their way to their destinations. Airports are pushing for more and more use of automated means of delivering information to travelers when they need it. Digital Signage plays a vital role in this process, owing to its low cost, ease of use, and ability to be updated "on-the-fly" when information changes.
Complicated Times
With the onslaught of the COVID pandemic, businesses had to pivot in the way they communicated and interacted with customers. Airports were especially taken to task, given the proximity of people and the sheer number of people passing through airports on any given day. The way of getting information to the masses had to change.
Information about COVID was always developing as we learned more about the virus and how to mitigate spread. Digital signage rose to the task of getting the most current guidelines to travelers. It could also be used to direct travelers to less crowded airport areas through integrational heat maps. Digital signage could even train travelers on any new, touchless processes. New information concerning TSA and immigration could also be disseminated
Your Digital Concierge
Pre-COVID, airport employees, and flight crew were in place to help answer questions, direct people through the airport, and assist travelers with face-to-face interaction. Amid the pandemic, however, travelers became hesitant to approach people for assistance or service. Airports began to push for more automation to meet this need for distance and safe traveling. This included digital signage collaboration with hotels near the airport to get flight information to travelers before they even leave their hotel.
Airports are at the top of the heap in terms of the need for timely, relevant information. They also lead the pack in terms of the amount of information communicated. It’s important that airports have the tools available to not only inform travelers, but to reassure them of safety measures, keep them on task while in the airport, and keep them excited about traveling. Digital signage allows airports to intersperse their necessary information with what the audience wants to see. Travelers want to enter the airport and have immediate access to flight information and direction on where they should go to check their bags, get through security, and find their gates. Airports want to pass along other information regarding safety, laws, or protocol. Airports may even integrate branded information with necessary updates for travelers. Marrying these two “wants” will enable airports to somewhat "monetize" digital signage, not by charging people but by getting their attention and engagement. For example, by melding flight information (the information travelers want) with TSA updates (the information the travelers may not want but that the airport wants them to have), you can hold the attention span of the traveler and get your message across. When combining these two sets of information, the attention is equally spread. It’s a “win-win” for the traveler and the airport. Digital signage is the best vehicle for this. Digital signage may also serve a more entertaining function, streaming videos, news, or sports to keep travelers occupied as they spend time in the airport or are waiting for their flights. There is a lot of time spent waiting when you’re in an airport. Studies have shown that digital signage helps reduce perceived wait time by up to 35%.
Continuing to Meet the Need for Information
With the changes wrought by the pandemic, technology has forged the path toward solutions that benefit both industry and consumers. Digital signage has risen to the level of absolute necessity within airports, meeting immediate needs for information and allowing people to remain distanced.
As airports begin to serve more and more people with travel picking up in the wake of COVID, digital signage will remain an essential part of any traveler's plans and any airport's approach to service.
A. Jay is a Senior Executive Director of Business Relations at Mvix and a 15-yr veteran in Digital Signage industry.
