To provide a snapshot of some of the ways that airports are communicating with their passengers, the European trade association for airports has released its latest publication, the ACI EUROPE Digital Report 2014-2015.

 

Among other things the report confirms what the industry already knows. Wireless internet – or WiFi as it is more commonly known – has gone from being something special to being something that is now viewed as a necessary service; something that passengers very much expect. Increasingly, they also expect it to be free.

 

This level of expectation is not exclusive to airports – it has become the norm for any connected traveller, whatever their location. Whether they are in an airport, a railway station, on a coach or staying in a hotel (and increasing on an airliner), there is an expectation that good quality (speed and capacity), free WiFi will be available at the stroke of a couple of keys.

 

The report also reveals that there are 289 European airports currently present on Facebook and collectively they have over 3m fans. These airports welcome 86.3% of European passenger traffic.

 

And it’s not just Facebook that airports are using to connect with their wide network of passengers. But are airports really embracing the channel as much as Facebook? “In terms of quantity, yes, more than any other social network – even Facebook,” says Social Baker which worked with ACI on the report. “We found 292 official airport Twitter accounts, representing 87.1% of European passenger traffic.

 

“However, Facebook’s slightly broader, more visual appeal gives it the upper hand in terms of depth of engagement. The 140 character limit per post is ideal for airports to share some of the stories, announcements and goings-on, without being overbearing about it.”

 

Essentially the report details the state of play regarding WiFi at airports, airports’ presences and interactions on social networks and the trends in mobile. Social networks covered by the report include Facebook, Twitter, Google+, Instagram, YouTube, Pinterest, VK (VKontacte) and LinkedIn. Among other things, the report also outlines the eight ways that airports use these social networks.

 

For the first time, the report also goes into more detail about the number of free, branded airport smartphone applications (apps) currently available to air passengers. This includes information on the formats covered by these apps and the ways that they empower the passenger.

 

In ACI’s 2012 report, the association found that while 99% of Europe’s airports offered WiFi to their passengers, only 50% of them offered some sort of free WiFi. That result was based on a survey carried out at that time.

 

For the full report click here.

 

Olivier Jankovec, Director General ACI EUROPE commented “With 164 airports now offering branded smartphone apps, the increasing dissemination of free WiFi and social media channels seeing over 450,000 interactions a month, digital is now a key component of every self-respecting airport’s business strategy.

 

The technologies keep evolving all the time, embraced by airport brands and supporting airports’ transformation from B2B businesses, to B2C businesses.”

 

He added “Ultimately, digital is the enabler that allows airports to forge a direct relationship with their passengers – and that is central to achieving their key goal: making the airport experience the very best it can be.”