Airlines urged to stimulate emotional response from passengers

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Written by Linda Hohnholz

Delegates from across the international travel sector have gathered for the launch of The Passenger Experience Conference, which has taken place in Seattle, in conjunction with the renowned Aircraft I

Delegates from across the international travel sector have gathered for the launch of The Passenger Experience Conference, which has taken place in Seattle, in conjunction with the renowned Aircraft Interiors Expo Americas.

Held on Tuesday 14 October at the Washington State Convention Center, the conference presented expertise from the market’s leading players on methods to identify and enhance the holistic experience of passengers – from browsing for trips to boarding planes and collecting luggage.

Proceedings began with Event Director, Katie Murphy, who paid tribute to the innovation and expertise of the audience as well as to the eminent speaker panels, before introducing the opening plenary entitled Tomorrow’s World in Air Travel.

Using the evocative ‘paradox of the chocolate chip cookie’ Jeremy White, Head of Transport at Seymourpowell, highlighted the fundamental significance of ’emotional ergonomics’ when appealing to consumers. Recounting how the former regional carrier, Midwest Airlines deployed free inflight cookies to the delight of its passengers, White emphasised the importance for brands to differentiate themselves by “trying to create an emotional response to [what the customer] is using, interacting with or directly experiencing”.

This involves tapping into the anthropology of what people subconsciously feel by tweaking their environments to create a “positive reinforcement [of your brand] in the emotional psyche”. White describes, for example, how the ‘theatre lighting’ of Boeing’s Dreamliner aircraft has been cleverly designed to simulate dawn, naturally triggering an emotional – and physical- response in all. Similarly, the smell of baked cookies invokes happy memories for airline passengers – a ‘feel good’ factor which combined with unexpected generosity, he argues, will motivate them to choose that service again.

With many years’ experience working with airlines and travel agencies, James Seidman, Senior Account Executive, Google Travel provided delegates with a unique insight how developments in the digital domain and connectivity will help people engage more easily with the wider world, especially when travelling.

This, he argues, is due to three main trends: firstly, the accessibility of information. It was not so long ago that internet browsing primarily took place on computers, however the number of airline bookings made on personal mobile devices doubled in 2013 and doubled again this year. Seidman forecasts similar figures for 2015, meaning that passengers have more connectivity and can actively reach information wherever they are.

This shift, from the passive consumption of data to almost unrestricted connectivity, also provides increasing opportunities for engaging with customers and enhancing passenger experience. In-flight entertainment, for example, can be streamed through a United Airlines app, providing passengers with the familiarity of their own device and ease of use throughout their journey.

Secondly, the ability for the industry to connect with its customers in an expedient, more intimate way, further enables it to develop the content that meets specific “passion points” and proactively address particular passenger concerns. British Airways, Seidman explained, uses Google Glass technology to store client histories including any past complaints or preferences, providing passengers with seamless, united service through check-in, gate and boarding.

Lastly, the ongoing digital evolution has provided the travel sector with ‘cues’ or insights into passenger needs based on data. Speaking of the future, Seidman suggests that “there is still quite a bit of runway between this point onwards”, but with the rapid pace of developments each passenger will soon become accustomed to receiving an increasingly integrated and personal experience.

About the author

Avatar of Linda Hohnholz

Linda Hohnholz

Editor in chief for eTurboNews based in the eTN HQ.

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