FROM PASSENGERS TO AIRPORT CUSTOMERS – HOW SHOULD AIRPORTS RELATE TO THEIR TARGET GROUPS?

Over the last years, airports have changed significantly the way they operate, based on a series of factors, such as the rapid advancement of technology, the security issues, air travel affordability making travel accessible to more people, the emergence of low-cost companies and the changes of the typology of the modern traveller. The main challenges that modern airports face nowadays are: - Very thin margins, which makes revenue from airlines not sufficient to cover the operating costs and determines the airport to concentrate on non-aeronautical revenue. This fact changes the airport from a travel infrastructure to a business on its own and converts the passengers into customers. - Providing improved security in a terrorism-shaken world while still creating a positive passenger experience - The necessity to coordinate the evolution over time of various systems and technology in order to smoothen the airport operations while improving the passenger experience and the revenue of the airport The passenger experience has become a significant focus for airports from all over the world. An important step in managing customer expectations is to understand the typology of the modern passengers. The evolution of technology, the rise of internet and social media determined new characteristics of the modern travellers who are becoming more informed, empowered and require personalised services. The article evaluates the way today’s airports relate to the modern passengers, by involving them in different kind of experiences. Several airports are used as case studies. In the same time, a survey was conducted, focusing on the way passengers in Henri Coanda Airport perceive the characteristics of the perfect modern airport. Based on the results, new directions have been opened for further investigation.