How can audio-visual experience benefit airports and passengers?

According to the Airports Council International (ACI), non-aeronautical revenue accounts for 46% of total operating revenue for all U.S. airports , which shows that non-aeronautical revenue still plays a vital role in maintaining the bottom line of an airport. However, about 41% of non-aeronautical revenue comes from parking and ground transportation services provided by airports - and this part of revenue is facing threats from transportation network companies (TNCs) such as Uber and Lyft and driverless cars.

To counter this risk, forward-thinking airports are improving the airport terminal experience and trying to create a relaxing environment for passengers. This coincides with the findings of a recent DKMA Aviation study: happy and relaxed passengers are twice as likely to shop at the airport, spending 7% more at airport retail and 10% more at duty-free than other passengers - thereby increasing non-aeronautical revenue sources, which is also urgently needed for the industry.

Major airports such as Charlotte Douglas International Airport, Los Angeles International Airport and Singapore Changi Airport have also adopted advanced audio-visual technology to improve the terminal experience and help passengers relax and unwind, thereby promoting the growth of non-aeronautical revenue.

With it, travelers will feel more relaxed

Spending time at an airport is not usually described as relaxing. For years, airports have been associated with slow, long queues, anxiety-filled security checkpoints, and boring waits due to flight delays. However, cutting-edge digital and audio-visual technologies are helping airports improve the passenger journey by creating an entertaining and engaging terminal experience.

As mentioned earlier, Charlotte Douglas International Airport’s recently renovated Concourse A features a 140-foot-long display that showcases renowned digital artist Refik Anadol’s unique “data sculptures” —transforming invisible data into a fascinating, light-hearted, and ever-changing art. Two other large screens (approximately 40 feet and 28 feet long) also feature Refik’s work. These three screens, visible even from outside the airport, welcome travelers as they arrive.

At Singapore's Changi Airport, a 230-foot-long and 33-foot-high LED screen displays 3D visuals created by audio-visual design company Moment Factory. This large screen is placed in the security check area, and the previously cumbersome case process seems to have become more attractive and easier.

The idea behind the AV installation is to make travel smoother, faster and more enjoyable, so that passengers have more time and energy to explore other uses of the airport . In addition, a calm and relaxing travel environment will make passengers choose this airport instead of other airports or other modes of transportation the next time they travel.

Airports are also using audio-visual technology more frequently and in new ways – they see it as an effective way to promote their products. Rather than static messages and images, operators are using eye-catching digital content that responds to consumers’ mobile phone activity or shared information networks. London Heathrow Airport is an example. The Financial Times uses small digital billboards to target passengers flying to six specific US cities. The technology uses Heathrow’s flight data through an application programming interface (API) to promote ads relevant to their destinations to these passengers.

London Stansted, another busy UK airport, recently installed a large 39-foot-long curved visualisation system . In addition to helping passengers find flight information, the display, due to its brightness and size, can also serve as a dynamic tool for advertisers to communicate their brand messages to customers in an attractive way.

“Airport advertising enables advertisers to reach desired customers – such as affluent frequent travelers and business decision makers around the world – thereby increasing brand awareness and sales,” said Morten Gotterup, president of Clear Channel Airports, which recently completed a study demonstrating the effectiveness of airport advertising in conveying brand messages.

Keep communicating

Customer experience can be difficult to define, yet its absence is quickly apparent – ​​truly understanding the struggles passengers face requires a two-way conversation.

"In fact, indifference is our biggest enemy," said Andy Merkin, producer at Moment Factory. "We would rather have someone hate something because hate is an emotion. This means interacting with customers and being their listener, which means maintaining a long-term communication with passengers."

Audiovisual solutions play a major role in improving the airport experience. A giant video wall that surprises and delights weary travelers; an informative, high-definition LED display that displays engaging, targeted advertising; or a new type of audio technology that gives easy-to-understand, soothing instructions... audiovisual technology will change the nature of air travel, and of course, in a positive direction.