Flying is an elaborate system for getting people from one place to other places around the world that’s been in the works for almost a hundred years now. Airports are a part of that chain, taking in people from the street and from planes, and sorting them into where they need to go, as smoothly as possible. Throw in ticketing, security, and baggage, and you can see how complicated the task can be. But those who design and operate airports have learned a few tricks along the way, in both make things run smoothly and to get you to spend money while you wait. For example,
6. The “golden hour” is key for profit
In airport manager lingo, the time between when a passenger clears security and boards their plane is called “dwell time.” This is when, as the Telegraph puts it, “passengers are at a loose end and most likely to spend.” Especially crucial is the “golden hour,” the first 60 minutes spent beyond security, when passengers are “in a self-indulgent mood.” Display boards listing flight information are there in part to keep you updated on your flight, but also to reassure you that you still have plenty of time to wander and shop. Similarly, some airports are installing “time to gate” signs that display how far you are from your destination. And because 40% of us would prefer to avoid human interaction when we shop, self-service kiosks are becoming more common in airport terminals. According to the Airports Council International, 50% of American airports now have robo-retailers.
7. They’re increasing dwell time
The “golden hour” is great, but two golden hours are even better. “One hour more at an airport is around $7 more spent per passenger,” says Lukaszewicz. Anything that’s automated, from check-in to bag drop, is meant to speed things up. And it works. Research suggests automated check-in kiosks are 25% faster than humans. “A lot of airports, especially in Japan and New Zealand, are now doing this, where you don’t actually get any assistance from any staff member from check-in,” says Lukaszewicz. “You print your own baggage tag. You put it on the bag on the belt. You go through auto-security and immigration where there is no one. At the boarding gate you just touch your barcode and they open a gate and you walk onto the plane without any interaction.” One study found that for every 10 minutes a passenger spends in the security line, they spend 30% less money on retail items. Last year, the TSA announced it would give $15,000 to the person who comes up with the best idea for speeding up security.
Read the other things airports do to manipulate you at Mental Floss.
(Image credit: N i c o l a)