Applying Cult Principles to Airports
While at my internship at Cult I did a lot of research on Airports. I wrote this blog to sum up my findings. Please enjoy.
Ask any frequent flyer and they will all agree there is no place like home; and that home is their local airport. The one they know backwards and forwards, inside and out, and the fastest route from point A to point B.
That’s great. But what about the airports that are not home?
Frequent flyers spend just as much time -- if not more -- in those airports. From experience I know you can waste a lot of time waiting for airplanes. Some airports even like to give you the run around before your flight with multiple gate changes before boarding. However, not all airports are a waste of time, some provide unique and exciting experiences for passengers.
What is it about these airports that gets people excited to enjoy their stop over, and can’t wait to travel back? Can we apply the Cult brand principles developed by Kneeland, Gill and Howard in FIX (2015) to these airports to come up with some consistent trends?
Be Remarkable
In studying the World’s best airports a few trends have emerged that set a subset of airports above the rest by being truly remarkable. They are making impressions on passengers that last well past the layover.
Exceptional Architecture - As a sustainability trend emerges, architects look for unique ways to shape an airports design.
King Abdulaziz Airport in Jeddah has architecture that is shaped like a tent. Open air areas mix with air conditioning for natural airflow.
Hamad International Airport in Qatar is inspired by the waves on the Arabian Gulf that creates an abundance of natural light.
Unique and Cultural Entertainment - Airports are becoming the best way for a country and a city to showcase its culture and to introduce passengers to their unique heritage - and what they are most proud of.
Vancouver International Airport in British Columbia, Canada showcases a large collection of art from the Pacific Northwest with giant totem poles and stone sculptures that pay tribute to the First Nations people.
Wellington Airport in New Zealand the heritage that Hollywood has bestowed upon them. It’s hard to miss the Lord of the Rings sculptures in the airport, with a massive Gollum hanging from the ceiling, or Gandalf atop the giant eagle.
Have Purpose
This Cult principle is a bit more difficult to define as the airport’s purpose is inherent - get passengers from point A to point B. Since many passengers are travelling on an airline that just gets them there, airports have a harder time distinguishing themselves from a passenger's airline experience. Especially when a full terminal -- like Terminal 3 at Pearson International in Toronto -- is fully dedicated to one Airline and their partners -- Air Canada and Star Alliance. However, a group of airports have really internalized their purpose, and passengers have taken notice.
[wpvideo X3Lo2Nnh]
Hyper Efficiency - The airport operations run so smoothly passengers are forced to take notice, and the airport has an easy commute to the city it is serving.
Zurich International Airport in Switzerland is located only 8 miles from central Zurich for quick,easy commutes to the city whether by car or public transit.
Denver International Airport in the USA excels in efficiency. They have developed underground tunnel to transport baggage more quickly to passengers waiting.
Ubiquitous Organization - Airports who excel in the eyes of passengers are insanely organized. They are known as some of the busiest airports in the world with over 50 million passengers travelling through them at year. Yet despite this traffic, these airports never seem busy.
Copenhagen International Airport in Denmark is known for its well placed signs help passengers navigate through the airport efficiently.
Kansai International Airport in Osaka, Japan has very helpful staff that help keep high standards of organization.
Be Relatable
Many types of people fly through airports. From the frequent flyer headed for another business meeting on the other side of the globe, to a family headed out on their first vacation. Understanding and relating to all of the different needs of the passengers is another challenge that airports must work on.
Be Flyer Focused - Airports who are excelling in this realm are remembering the passengers. They are working to create the best experience for the passengers that fly through their airport, not just the airlines who are paying to be there.
Changi International Airport in Singapore has been voted the best airport in the world 5 years in a row by Business Insider. The airport has 50,000 employees dedicated to providing the best experiences for their passengers. With green walls providing fresh air, an assortment of remarkable entertainment, and a commitment to the passengers, Changi excels in all the areas, and passengers love to travel to and through Singapore.
So, 5 traits have emerged under the Cult principles. These traits are being embodied by the best airports in the world, and they are all excelling in more than one area. The airports understand that they must delight the passengers and offer them a truly fantastic service those passengers will share that experience and want to come back. That’s not just great for the airport, but the city and country behind them.
