Mr. Juul-Mortensen, can you figure out the main results by the Airport IT Trends Survey that will influence IT spending by airports in the future?
Research commissioned by TFWA into technology usage within the duty free and travel retail industry has shown that 88 percent of passengers travel with a smartphone. Travelers take an average of two to three separate devices on trips, while 80 percent of business passengers take a laptop with them on trips and 55 percent of people travelling for leisure will take a tablet with them on holiday.
The survey found that when online at the airport, 89 percent of respondents said they were checking emails and messages or using social media.With this much interaction occurring on digital platforms, it is evident that airports need to invest to keep up with the trends in social media, online advertising and apps for their passengers.
Over 60 of people surveyed stated that coupons and offers sent directly to their smartphones would make them more likely to visit a retail store at the airport, while around half would be motivated to buy. With a third of travelers actively expressing an interest in receiving duty free and travel retail brand information either directly or via a travel retailer, it seems a perfect opportunity for travel retailers to interact with potential customers. Airports are indeed ‘pushing at an open door’.