Skift Take
Airports need to use their data resources to advantage. A static ad displayed in a terminal for months on end isn't the best way to communicate with a traveler.
After solving the basics, such as having enough seats at the gates and speeding security lines, airports need to improve their spending on "emotional" aspects of the passenger experience if the airports want to bolster their profits.
That's the view of research firm Epinion, which published a report highlighting how airports can employ smarter strategies for engaging with airline passengers. Epinion found 40% of spending at airports is driven by functional contentment such as short security wait times, clean terminal bathrooms, and enough available seats at gate areas.
The remaining 60% of airport spending focuses on passengers' emotional contentment, such as friendliness of security personnel and how a travele
