Digital Marketing to Enhance Customer Experience and Increase Airport Revenue

National Academies of Sciences, Engineering, and Medicine

doi:10.17226/27132

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Digital Marketing to Enhance Customer Experience and Increase Airport Revenue

(2023)

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Airports are facing increasing difficulty in meeting funding needs via traditional revenue sources. New digital tools can be used to generate new revenue opportunities and enhance existing relationships with stakeholders. However, there has been little research on identifying and applying these new synergistic revenue-generating opportunities at airports.

ACRP Research Report 251: Digital Marketing to Enhance Customer Experience and Increase Airport Revenue, from TRB's Airport Cooperative Research Program, helps airports explore the use of digitalization to make a passenger’s journey from curb to gate a more seamless experience and to leverage an inherent business advantage—passenger time spent at the airport—into potential revenue-generating opportunities.

Contributor(s): National Academies of Sciences, Engineering, and Medicine; Transportation Research Board; Airport Cooperative Research Program; Deborah Meehan; Zoe Lindemuth; Sonjia Murray; Elizabeth Jaedicke; Kenneth Currie

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Suggested Citation

National Academies of Sciences, Engineering, and Medicine. 2023. Digital Marketing to Enhance Customer Experience and Increase Airport Revenue. Washington, DC: The National Academies Press. https://doi.org/10.17226/27132.

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Publication Info

138 pages | 8.5 x 11 | Paperback
ISBN: 978-0-309-69866-5
DOI: https://doi.org/10.17226/27132

Chapters		skim
Front Matter	i-viii
Summary	1-4
Chapter 1 - Introduction and Background on the U.S. Aviation Industry	5-9
Chapter 2 - U.S. Airport Governance and FAA Revenue Use Policy	10-12
Chapter 3 - Using the Passenger Journey to Identify Digitalization Opportunities	13-18
Chapter 4 - Developing a Digitalization Strategy	19-44
Chapter 5 - Digitalization Strategy by Nonaeronautical Revenue Area	45-71
Chapter 6 - Partnership Candidates that Ease the Development of Digitalization	72-76
Chapter 7 - Challenges to a U.S. Airport s Efforts to Digitalize	77-78
Chapter 8 - Case Studies	79-114
Appendix A - References and Background Information	115-118
Appendix B - Glossary	119-122
Appendix C - Sample Vendors	123-124
Appendix D - Stages of an Air Passenger Journey	125-128
Appendix E - Sample Questionnaire from Case Studies	129-132

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