There are fewer busier environments than an airport.
Heathrow alone has a daily average of 200,000 passengers with 75.7 million jetsetters passing through in 2016.
Beyond airport security, airports have countless lounges, shops, restaurants – often even leisure centres and spas. The sheer quantity of information airports convey is mind-boggling. A challenge compounded by the fact communication needs to be in different languages, clear and accessible to all.
Digital signage for airports is the ultimate platform and the only one capable of meeting the needs of airport managers and their passengers.
Flight procedure and security
Checking into an airport can be a stressful experience for anyone. Different airlines have different procedures when it comes to factors like boarding or luggage, and regulations are always changing. Airport security has heightened in the 21st century too with the process often an intimidating and confusing one for irregular flyers. Digital signage enables airports to clearly signpost this information to travelers. This aids airport staff by advising on luggage requirements and coordinating security lines. Every info desk enquiry that is avoided through informative signage is one that saves airport staff time.
Wayfinding – making your flight
The average traveler might only get on a plane once or twice a year, and when they do, it’s often to go to foreign airports they have never visited. Wayfinding in an airport is extremely important. A traveler’s experience of an airport is greatly shaped by the ease by which they made it to their gate. Digital signage for airports offers superior wayfinding assistance. Unlike static maps, digital screens can offer animated directions that more effectively map out routes. The introduction of touch-screen wayfinding kiosks is another possibility for airports. These kiosks allow travelers to search for their particular gate, even flight, or alternatively receive directions to recreational destinations like shops and restaurants.
Nowadays airports are giant shopping centres with tens of restaurants, bars and other facilities like gyms and spas. All these boutique and branded retailers need to advertise like they would anywhere else. The only difference is their customers are made up from an array of nationalities – all speaking different languages. Digital signage for airports caters for this need in a way that traditional signage cannot. Adverts and offers can be scrolled through in different languages or translated following interaction on a touch-screen. With so many household-name brands at an airport, airport owners will be spoiled for choice when it comes to selecting paying advertisers. The competition over footfall only escalates the value of advertising creating airports a significant potential income in sponsorship revenue.
The next big holiday trend
Beyond the functions we have already covered, digital signage for airports can be creative. Recently, The Independent published an article revealing that ‘instagrammability’ has become the most important factor for millennials choosing a holiday destination. Holidays are documented today like never before with ‘selfies’ taken at every stage of a trip. An interactive digital signage screen with a built-in webcam plays this trend to a tee.
Holidaymakers can get together with their friends to take a selfie on a big screen, with snapchat-style filters offered for different destinations. Users would be able to simply enter their email address and instantly send themselves the image as a memento of their trip. From a marketing perspective, this is an innovative way for airports to collect email addresses to expand their mailing lists. You heard it here first – we predict these screens will be up in airports around the world in the next few years!