It’s Time for Airports to Evolve Beyond Traditional Data Sources

We are in the midst of a data renaissance — one that has the potential to be as disruptive to the aviation industry as any technological innovation we’ve seen in the 21st century.

Let’s face it — traditional airport data has changed little over the years. It may be more timely and accessible, thanks to automated systems improvements, but the truth is that the operational data airports receive from the DOT, TSA, airport systems, air traffic control, and airlines is static, disconnected, and best used to manage costs.

Meanwhile, the proliferation of big data has made powerful consumer insights available to organizations of all sizes. For airports, these new insights into human movement and behavior are the key to unlocking untapped revenue opportunities and making data-led strategic decisions that will shape the future of aviation in our communities.

While legacy data is and will continue to be a critical component of running a successful airport, it’s time to ask yourself if it’s really enough to grow a thriving airport in a world where passengers have more choices than ever before.

In order to drive new revenue streams, innovate processes, and compete with nearby airports, you need a new source of data that can give you a clearer picture of your passengers, who they are, and where they go.

These are the insights that Zartico provides our clients. By drawing on the largest commercially available geolocation data stream and pairing it with event intelligence data, we offer a level of visibility that goes miles beyond what airports have traditionally seen.

Consider a few questions:

• Do you know who is moving through your airport? Where they live? What they do after arriving through your gates? Understanding passengers’ home markets and seeing where they go after flying into your airport opens new opportunities to target marketing efforts and grow footfall.
• Do you have an eye on future impacts to airport traffic? A single sporting event, festival, or even solar eclipse (hello, April 2024!) can bring a sudden swell of passengers. Knowing what’s ahead gives you time to increase air service or staff up accordingly.
• How do you measure up against your competitors? How many passengers in your catchment area are choosing a nearby airport instead of yours? And how many inbound fliers are landing elsewhere and driving the final leg to your destination?
• What about parking? Even small incremental gains in parking utilization can have a big impact on revenue.

Answers to all of these questions and more are now accessible in Zartico’s latest Destination Operating System, ZDOS™ Airport. This strategic planning tool is purpose-built for airports with brand-new insights that address airports’ unique needs. 

Our passenger-specific data model facilitates fast, meaningful analysis without the need for technical staff or complex data processing. And ZDOS™ Airport is the only service available that applies machine learning to airport usage data sets to guide marketing, air service development, and content creation. 

Get the insights your airport needs for future-focused decision-making — reach out to book a demo of ZDOS™ Airport today.

Mark Summers is Zartico’s General Manager for Airports. He has been involved in commercial aviation for his entire professional career, working with Eastern Airlines, SITA, and Rockwell/Collins Airport Services. He is a former ACI committee member and resides in the Atlanta metro area.

This article was originally published by Airports Council International