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5 Ways Airports Should Be Using Digital Signage
Blog written by Esther Chew
Over the past decade, digital transformation has caused one industry after another — from retail and entertainment to financial services and hospitality — to fundamentally rethink how they operate and seek innovative ways in delivering an exceptional customer experience.
Airport operators are also incorporating digital media and information technology to make travel and transit smarter, more efficient and more enjoyable. From static panels to interactive digital kiosks, airports have invested billions to provide passengers with the most up-to-date airport digital signage and wayfinding technologies.
In this article, we discuss how airport digital signage helps to enhance the passenger experience and improve efficiency.
Flight information display systems (FIDS) make up the heart of any airport, operating in crucial functions for both control rooms and passenger information. A well-designed FIDS system contributes to a more efficient airport and promotes passenger satisfaction. Sharing FIDS database information in a timely and accurate manner is vital in guiding passengers to the correct flight and baggage checkout, as well as in monitoring and controlling flights, schedules, security and operations throughout the airport.
To deliver an unparalleled passenger experience, airport digital signage can display flight information in multiple languages.
Self-service check-in kiosks offer passengers a seamless check-in experience. At the touch of a screen, passengers can easily complete the check-in process in minutes, improving operational efficiency and reducing queue times at counters. In addition, automated bag-drop technology allows passengers to print bag tags and boarding passes and inject their luggage into the baggage system themselves, using a simple, customer-friendly user interface.
With increasing emphasis on travel safety amid the COVID-19 pandemic, airports worldwide are also moving towards touchless technology to further safeguard passenger safety. For instance, Singapore’s Changi Airport is progressively installing new proximity sensors at its existing automated kiosks to eliminate the need for travellers to touch the electronic screens when they check in or drop off their bags. Infrared sensors will enable passengers to select options and key in their travel details by pointing their finger close to the screen without touching it.
Airport digital signage with embedded facial recognition software and artificial intelligence application play a critical role in enhancing border security and speeding up operations at immigration counters. Digital signage with facial recognition capabilities allow passengers to pass through border controls more efficiently and enable immigration staff to identify any potential terrorist threats more easily.
Digital signage companies can assure the privacy of any personal data collected via facial recognition by encrypting the connections between all remote endpoints and central control.
Interactive wayfinding kiosks placed at waiting areas and other high-traffic areas within the airport provide passengers with useful information such as terminal maps, gate information, bathroom locations, dining options, taxi information and baggage claim locations. Besides providing directions to passengers, wayfinding kiosks can help brands target specific audiences with the help of sensor systems, by displaying personalised content and featuring unique videos and images according to audience personas.
Digital signage for airports can be extended to entrances, restaurants and even washrooms to elevate the passenger experience and increase engagement. For instance, outdoor digital displays at airport entrances that feature warm welcome messages play a vital role in creating an excellent first impression. Airport digital signage displaying attractive visual images and videos at waiting areas create a pleasant ambience. Retail stores and restaurants can take advantage of waiting area displays to advertise new products or feature the latest promotions to a ready audience.
Furthermore, digital menu boards can be introduced at restaurants to bring static menus to life and enhance the dining experience. Feedback kiosks can also be deployed at washrooms to gather passengers’ comments.
Airports play a crucial role in the overall travel experience. Modern airports are turning to digital technologies to create a seamless, comfortable and enjoyable passenger experience.
Find out how Scala helped to create a powerful passenger experience and delivered unique content to the largest fine pitch LED video wall in the UK at Bristol Airport, a budding travel hub that sees 8.1 million passengers a year.
Esther Chew is the Marketing Communications Manager at STRATACACHE Asia-Pacific and is responsible for developing and implementing the internal and external communications strategy and programmes across Asia-Pacific. She drives the company’s corporate image and brand messaging through integrated and strategic communications leveraging various platforms such as executive communication, client communication, digital marketing, media relations and B2B events.
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