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.

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138 pages · 8.5 x 11 · paperback
ISBN Paperback: 0-309-69866-9
ISBN Ebook: 0-309-70592-4
DOI: https://doi.org/10.17226/27132

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

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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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Digital Marketing to Enhance Customer Experience and Increase Airport Revenue (2023)

Chapter: Chapter 7 - Challenges to a U.S. Airport s Efforts to Digitalize

Publication information

Suggested citation

My Academies

Digital Marketing to Enhance Customer Experience and Increase Airport Revenue (2023)

Chapter: Chapter 7 - Challenges to a U.S. Airport s Efforts to Digitalize