Designing the Optimal European Airport Customer Experience

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More details of the private workshop hosted by Dr Ian Cessa at the European Travel Partnership Symposium

Pre-Workshop Task
Attendees will be asked to address the following questions:

• What airport in Europe do you think provides the best travel-retail customer experience and why? 
• What airport in Europe do you think provides the worst travel-retail customer experience and why?

Agenda

1) Introduction of participants and goals

2) Presentation of consumer data on shopping in European Airports – from the RFH Worldwide Consumer Database

• Who is travelling and what are their impressions of shopping in European Airports?

Learning outcomes:  Insight into customer experience across key European airports

3) Breaking the airport customer experience down

Group work will involve breaking down the customer experience into different facets, from arrival at the airport to boarding the plane. Positives and negatives will be identified and improvements to each facet will be suggested to improve the shopping experience (as opposed to the entire airport experience).

Learning outcomes:  Understanding of different facets of airport experience and how they can impact shopping experience

4) Sense experience of the optimal travel-retail consumer experience

Three groups will take two elements of sensory experience and describe what these will be like, in words and pictures, at the optimal airport travel-retail experience.

Learning outcomes:  Additional business and pragmatic factors that must be taken into account

5) Designing a New Airport with Customer Experience as a Key Driver

In breakout teams, participants will use discussions outputs to design a new airport for a major European city. Designs will be presented, illustrating unique features and how they address any concerns/issues previously raised. 

Learning outcomes:  Specific insight into the dilemmas and complexities underlying airport travel-retail design ideas for designs that optimise customer experience.

6) Summary and Next Steps

General group discussion. 
• Complete learning outcomes

Insights emerged as result of working across categories
Remaining questions:

• How these could be addressed
• How retailers, brand companies and airports could work together in the future

To download the latest agenda - click here

To download the registration form - click here