Dynamic wayfinding helps passengers easily navigate the airport environment while assisting with airport operations and driving revenue.
The millions of people that fly every day share one common goal: to get where they are going. And airports exist for the sole purpose of helping passengers reach that goal. To succeed in their journey, passengers need to orient and organize themselves within the airport environment at every step of the way. The passengers’ need to find their way starts before they’ve even entered the building and it persists until they are back on the road heading toward their ultimate destination. For that reason, wayfinding is the most present and critical passenger touchpoint throughout the airport.
Any failure to meet that need is a source of anxiety for the passenger and myriad operational challenges. The good news is that same need creates a massive opportunity to provide a helpful, cohesive and mutually beneficial touchpoint between passengers and airports. Today, however, the omnipresent function of wayfinding at the airport is generally left to disparate systems and static visuals. These systems can’t deliver two key capabilities essential to realizing the opportunities wayfinding presents. The first is reflecting the dynamic and changing nature of the airport environment and the travelers within it. The second is providing a cohesive, pleasant wayfinding solution that improves the passenger experience while increasing concessions sales.
How can airports develop these capabilities and realize the benefits of a smart wayfinding system? More importantly, how can they ensure that wayfinding is an effective, pleasant and dynamic guide for travelers as they navigate through the airport?
Synect has developed an integrated smart wayfinding system that can be implemented at every step of the passenger journey. A sophisticated content strategy serves up information and advertising alongside dynamically updating data from airport systems across large, easily seen displays. From helping a passenger find their gate, to integrated Flight Information Display (FIDS) data to retail and dining options based on travel and wait time, this new wayfinding medium keeps passengers entertained, informed and happy. And as countless studies show, happy passengers will spend more at the airport. In 2016, JD Power reported that passengers who rank as “disappointed” spend an average of $18.00 at the airport, while passengers who rank as “delighted” spend an average of $42.00 at the airport.
Synect’s smart wayfinding system includes in-depth capabilities to ensure that airports can communicate with their passengers effectively. If an upcoming flight is heading to Japan, messaging can be delivered in Japanese. If a public address is being made, the system can support and display that message visually.
As amenities in the airport close, open, or move, the dynamic displays can adjust and effectively communicate that status. Advertising and planning work together. Predictive advertising means that if most passengers on a major airline carrier prefer a specific coffee shop, that shop—along with travel and wait times—can be advertised prominently within the terminal prior to the carriers departing flights. The system takes the data available to it and displays it in a helpful, intuitive and ultimately seamless fashion for passengers and airport operators. The information and ability to plan that a traveler gains combined with a pleasant, streamlined passenger experience can deliver increased sales at shops and restaurants throughout the terminal.
Use a smart wayfinding system from Synect to combine layers of knowledge, data, information, and entertainment to uplift the passenger experience and drive new sales throughout the airport.
Synect works with the world’s premier airports, airlines, retailers and brands to design brilliant ways to connect them with their audiences in the real world. Contact us for more information.