Situation
Security and Immigration are two of the most crucial touchpoints at any airport and are prominent factors in the overall passenger experience. This calls for smart management of passenger flows that matches passenger expectations and needs. The ambition for most airports is to deliver a seamless travel experience, and an increasing number are now starting to offer the privilege of faster access through Security and Immigration to non-premium passengers.
Complication
Despite the ambition to offer a seamless journey, an airport lacked a solid evidence base for expanding Fast Track beyond premium passengers. It was unclear which segments would value faster access at Security and Immigration, what they would expect from the service, and how strong demand and willingness to pay would be. At the same time, the airport faced a clear trade-off: broader access could create new revenue, but might also weaken the perceived premium experience if not designed and priced correctly. To make an informed decision, the airport needed on-site, situation-specific insight into passenger behaviour, willingness to pay and purchase timing.
Recommendation
Epinion conducted on-site research and gave the airport clear guidance on the potential, target audiences, expectations and commercial opportunity. More specifically, the research showed what premium and paying passengers expect and need from Fast Track services at both Security and Immigration, the likely demand for these services, and passengers’ willingness to pay. It also provided insight into the decision-making process, including when passengers would prefer to purchase Fast Track and how premium passengers would perceive broader access to the service.
