Maximising Non Aero Rev Conference Aug 08 Singapore

1. Building Your Airport’s Public Image
Syed Mohammed Mehdi
Director of Marketing and Promotion
Bahrain International Airport, Civil Aviation Affairs
Kingdom of Bahrain
26-27 August 2008
Singapore
Maximising Non-aeronautical Revenue Through Airport Services

2. quot;There is only one boss. The customer.
And he can fire everybody in the company from the chairman on
down, simply by spending his money somewhere else.quot;
Sam Walton

3. Introduction
• Why is your airport’s image relevant to revenue?
• What are the features that contribute towards your image?
• Opening the door to excellent customer service
• Building a strong internal image with all the airport’s service
providers
• A TALE OF TWO AIRPORTS

4. THE JIGSAW
Market
People
Service
Airline Providers

5. Main Revenue Drivers at Airports
Cargo
Passengers
Commercial
property

6. The Most Important Revenue Driver
CUSTOMER SERVICE
• The airport revolves around
Customer Service
– Terminal Operations
– Retail
– Air Traffic Control
CS
– Car parking
– Commercial property off
terminal

7. Public Perception of a Typical Airport
• Crowded
• Long waiting times
• Long queues
• Limited choice
• “Its not my job” type of
people
• Stroppy
• Expensive - commercially

8. Passenger Ordeal at the Airport
Arrive at Check-in Airside
Landside Security Board
Airport Process Area
Area Aircraft
Stress
Time

9. So What?
• What is the relevance
– Commercial customer & Pax - Revenue generators
– Close correlation of revenue and Pax
Source: Fraport

10. Passenger and Duty Free Sales Correlation at
Bahrain International Airport
10 40
Correlation Coefficient
9
R2 = 0.99 35
8
30
7
Sales in BHD (millions)
25
6
Pax (millions)
5 20
4
15
3
10
Pax (millions)
2
Bahrain Duty Free Sales
5
1
0 0
2005 2006 2007 2008 (E)

11. What Features Contributes Towards The
Best Practices of Your Airport
TOP 5 + 2 AREAS OF BEST PRACTICE – ACI Survey 2007
1. Cleanliness of airport terminal
2. Over all satisfaction with the airport
3. Courtesy, helpfulness of check-in staff
4. Courtesy, helpfulness of airport staff
5. Ambience of the airport
6. Availability of toilets
7. Efficiency of check-in staff

12. Passengers CAN Make or Break your Airport
• We spent 2 hours on the way to Sydney in XXXXX airport and then
4 hours on the way back, it is small, only one place to get a drink or
food. There is not enough seating. I will not be using XXXXXXX
airport again.
• Apart from this airport being an architectural abomination and a
glorified cattle market, we experienced the worst customer service
from airport security. ……………………………We will avoid this
airport at all costs in the future.
• Don't use it if you have other options, it is worth the money, even
extra waiting hours. Bad colours make you feel you're in a den, non-
smiling, unhelpful, unkind, non English speaking personnel. People
eat, sleep and rest on the floors. Avoid this airport.

13. Passengers CAN Make or Break your
Airport
• Modern and spacious, with nice shops and places to eat, especially
in boarding area. Spotless toilets plus free internet wi-fi access in all
areas
• I been in this airport 4 times in the last four years and a have to tell
that I'm very sure that this it has to be the # 1 in the world, not only
for the clean facilities but because the magic of this incredible
country and the polite people.

14. So What Should Be Done?
• Understand your Customers/Passengers
– Types
– Needs
– Behaviours
• Engage with them - open up a dialogue
• Meet the Customer’s/Passenger’s
needs

15. And What Else Should Be Done?
• Put Quality and Customer Service
on the top of the list
• Develop Cross-cultural Awareness
• Engage all the service providers at your airport

16. New Chapter in Your Airport Operations
Manual
• CUSTOMER SERVICES
– Inculcate in Work Culture
– Make it as a JOB requirement
– Teach to empathise
– Communicate – Regular, Precise and Clear
• Adopt Mission Statement Similar to Atlanta Airport’s
TO BE THE WORLD’S BEST AIRPORT BY EXCEEDING
CUSTOMER ESPECTATIONS

17. Airport Operations should revolve around Customer Service
Terminal
Govt. Agencies
Operations
Customer
Ground Retail
Handling Service
Car Parks

18. Build a Strong Image with the Airport
Service Providers
Staff Composition
1. Retail and Duty Free
2. Ground Handling
>97%
3. Security and Govt.
Agencies
Airport Staff if any

19. Build a Strong Image with the Airport
Service Providers
• Airport should take a
leadership role
• Open up a dialogue
• Create a unified
Customer Service
program

20. Build a Strong Image with the Airport
Service Providers
• Engage with all of them
• Inculcate an attitude of “Yes We Can”
• Reward and give recognition for Customer Service

21. BUT WHY????

22. A TALE OF TWO AIRPORTS
ONCE UPON A MODERN TIME IN ARABIA
cont….

23. OUR FIRST AIRPORT
IN THE LAND OF OIL AND RICHES AN AIRPORT WAS BUILT
ON A 700SQ KM AREA

24. • 50% of the country’s GDP if generated in the region.
• The major industry in the province is Oil and Petrochemicals.
• Other major industries supporting the Oil and Petrochemical industries
are construction, power plant, food processing, etc.
• Over 100 projects have been signed off with a total project value about
US $100 billion. Some of the major projects are listed below:
– US$ 16 billion Petrochemicals at Ras Tanura
– US$ 25 billion mineral processing BAHRAIN
– US$ 6 billion heavy oil refinery
– US$ 3 water and electricity project

25. • The region is also aspiring to
be the petrochemical industrial
centre of the world.
• This Airport has a catchment of
3-4 million people
– High propensity to fly
– High disposable income
• 25 Airlines
• 3.8 million passengers

26. THE OTHER AIRPORT
• In 2007
– Passengers – 7.3 million
• 9% growth
– Cargo – 380,000 tonnes
• 6% growth
• 37 Airlines
• 50 Destinations
• 884 weekly departures
• Local Population of 1.5 million

27. WHO WON?
BAH
DMM
1st
2nd

28. • More people originating from Eastern province use
Bahrain International Airport
– For excellent customer service
– For excellent facilities
– For the fact that we listened/listening/will listen to our
valuable customer

29. WHAT MAKES IT DIFFERENT?

30. Partnership for Success
Customer
Passenger

31. To Conclude
“Tourists and foreigners get their first impressions of the country on
arrival at the Brunei International Airport and so it is important to
have facilities and services that are of a high standard” – H.E.
Minister of Tourism, Kingdom of Brunei
Eliminate These
Capture These

32. quot;The single most important thing to remember about any enterprise is
that there are no results inside its walls. The result of a business is a
satisfied customer.quot;
Peter Drucker
THANK YOU