Jim Slevin, Managing Director of Human Recognition System's Aviation division, presentation to the Aviation IT Conference from November 2013. Jim looks at how Airports can get to know their passengers and the retail revenue, operational and security benefits that they gain when they do.

1. Aviation IT Conference 2013
How can airports get to know their
passengers - and should they try?
Jim Slevin – Managing Director, Aviation
11 November 2013

2. Agenda
• Should Airports get to know their passengers ?
• How can they achieve that ?
• What are the additional benefits ?
• Summary

3. Agenda
• Should Airports get to know their passengers ?

4. Air travel and the aviation industry are changing…
• Worldwide passenger numbers are predicted to
double to 5.9 billion by 2030
• Economic activity supported by aviation is forecast
to more than triple to $6.9 trillion
• Political, Economic and Social challenges to
capacity through build mounting in most regions

5. Airlines attitudes are hardening
Jim French - “No business
can swallow cost increases
of more than 100% over five
years and Flybe simply
cannot bear such punitive
rises”
Willie Walsh – “Passengers
are paying more than they
should [at Heathrow] and
the benefits of that are
going to higher-thanaverage rewards for the
shareholders”
Michael O‟Leary - “The Airport Operators
Association Conference, or as Airlines like to
describe it, The Robber Baron‟s Ball”

6. Passengers are becoming increasingly savvy
• Looking for and finding the best possible deals from
airlines
• Looking for the best possible service
AND
• Looking for a faster, simpler and increasingly
personalised service at airports.
Aviation is uniquely positioned to know who
someone is, absolutely.

7. Case for Change
Aeronautical
Charges
Pressure
Traffic
Growth
Passenger
Expectations
£€$ Revenue Opportunities
through Personalised Service

8. Agenda
• How can they achieve that ?
– “Pax Wow” a Case Example

9. Pax Wow - the „art of the possible‟
• Enhanced and personalised passenger‟s journey
through the airport
• Created through passenger pre-enrolment and
development of a Gatwick Airport mobile app acting
as passenger‟s constant source of information and
guide through the airport
• The unique passenger tailored experience begins
prior to arrival at the airport via mobile app
• Automatically notify passenger within the proximity
of selected airport waypoints.

10. Pax Wow – How it works

11. Pax Wow – How it works
• Passenger‟s identity is confirmed
at car park entrance. Biometric in
this instance
• Customer confirmed as known
passenger to the airport
• As a known, and/or privileged
passenger, key data is sent to
customer to expedite travel
through the airport.

12. Pax Wow – How it works
• Passenger direction confirmed
ensuring minimized landside
times and increased throughput.
• Airport advertising revenue
generation from the retail sector.
• Personalized communication to
the customer, enhancing the
passenger experience that is
achieved by passenger selfmanagement.

13. Pax Wow – How it works
• Passenger direction confirmed
ensuring minimized landside
times and increased throughput.
• Airport advertising revenue
generation for retail.
• Personalised communication to
the customer, enhancing the
passenger experience that is
achieved by passenger selfmanagement.

14. Pax Wow – How it works
• Known passenger authentication
touch point.
• Automated Bag Drop.
• Upgrade Journey measurement.
• eGate fast-lane to CSA.
• Increased dwell time in retail.
• Historic customer data generation.

15. Pax Wow – How it works
• Known passenger at
authentication touch points and
non-touch points (biometric or
device recognition)
• Secure self-service opportunities
• Focused revenue maximising time
in retail
• CRM data

16. Pax Wow - the „art of the possible‟
• Demonstrated how Identity Assured Management
can be taken to the next level to
– deliver an improved, hassle free passenger experience
– increase non-aeronautical revenue
• All built on existing HRS
solutions

17. Agenda
• What are the additional benefits ?

18. Self Service Bag Drop
• World-first trial of an end-to-end
biometric airport solution
• Automated self-service system
at London Gatwick.
• Passengers checked-in using
airport self-service bag drops
• Passengers enrolled via
unobtrusive and unique iris
recognition

19. Autoboarding
• Enrolled passengers passed
through automated self-service
gates to board an aircraft
through biometric verification
• Maintain AAA Compliance with
a reduction in staff

20. Checkpoint of the Future
• Each passenger treated
individually at checkpoint
• Identity Risk Based Screening
Methodology
• Customer Service, Security
Effectiveness and Efficiency
Benefits

21. Agenda
• Summary

22. Summary
• Aeronautical cost pressure will continue
• Non-aeronautical revenues will plateaux under
current model
• Personalisation has multiple revenue and cost
saving benefits across multiple disciplines now and
in the future
• Capability and solutions exists to deliver against
personalised services at touch points and between
touch points

23. Aviation IT Conference
Jim Slevin – Managing Director, Aviation
jim.slevin@hrsid.com
www.hrsid.com