The airport metamorphosis: Frankfurt Airport’s approach to bring back the charm of traveling

The airport metamorphosis: Frankfurt
Airport’s approach to bring back the
charm of traveling

ACI Airport Exchange 2011
28-30 November 2011
Annegret Reinhardt-Lehmann,
Senior VicePresident, Fraport AG

There are many
‘robots’ in our galaxy!

© Lucasfilms

Most ofthemcute...

© Pixar

Someof
themancient...

© Warner Bros.

Someofthem
developedtothe
lateststandards!

© Honda

Common ideabehind all developments:
Toservemankind! Tocare!
Towipe out stress!
Totakeovertheannoyingroutinework!
To maketheworldeasier!

Seite 7

However, daily life looks a bit different and our
whizzy service gadgets don’t even have a
human appearance

The airport metamorphosis - Frankfurt Airport's approach to bring back the charm of traveling

Seite 8

Also in the airport process chain, machines
interact from check-in to boarding!
CUSS automat Self-boardinggates

eGate EasyPass


Seite 9

But is this all the passenger expects?
And is this all we want him to
experience when traveling through our
hubs?
How do we make sure they choose FRA
and how do we differentiate from other
hubs?


Seite 10

The airport metamorphosis


Seite 11

The new Frankfurt Airport: with more capacity,
new infrastructure…
We are happy to announce that FRA finally overcame its capacity
constraints!
Inauguration ofthenewrunway: October 21, 2011


Seite 12

... and more services to bring back the charm of
traveling!


Seite 13

So, infrastructure has to be in harmony with
passenger-oriented services
For planning our buildings and streamlining our processes, we need
to understand the passengers’ needs – which means, that we have
to build and live up to our new image and service attitude

New pier A Plus for DLH: 2012 New Terminal 3: 2016/17


Seite 14

Frankfurt Airport – our home base

FRA is Lufthansa’s home base and a hub of the Star Alliance account for
about 75% of the passengers to and from FRA


Seite 15

From Asia To South America
Our know-how is in demand around the world
Amsterdam
Hanover
Hannover
Hahn
Vienna
Wien
Varna &
Varna
Burgas
Burgas
St. Petersburg
Athen
Antalya

FRANKFURT Xi„an
Xi„an
Shanghai
Orlando Cairo Kairo * Delhi
Delhi
Hong Kong
Jeddah Riyadh
Dakar
Senegal*

Lima

Air- oth-
ports ers
Majority Stake
Minority Stake
Management Contract


Seite 16

Our core business activities account for the
largest share of revenues

31.6% 30.0% 18.4% 20.0%

Aviation Ground Retail & External
Handling Real Estate Activities &
Services
693.9 Mil. Euro 658.6 Mil. Euro 403.1 Mil. Euro 439.0 Mil. Euro

Group Revenuesby Segments 2010

Seite 17

Our revenues are very respectable even in
difficult years
2,329
2,144 2,195
2,090 2,102
1,998 2,010

1,804 1,834

711
578 581 601 570
510 543
456
255 239 272
168 228 197
118 142 152

2002 2003 2004 2005 2006 2007 2008 2009 2010
-120

Revenue EBITDA Net Profit Figures in mil. euros


Seite 18

Ourshareholders: strong partners for a strong
enterprise
City of Frankfurt
20.11%

Unknown
State of
Hesse 28.52%
31.49%

9.92% 9.96%

Artio Global Investors
Lufthansa


Seite 19

FRA ranks among the top ten airports worldwide
in terms of passengers and cargo tonnage, but…
Passengers 2010 (mil.) Cargo 2010 (mil. tons)

1. Atlanta 89.0 1. Hong Kong 4.17
2. Beijing 73.9 2. Memphis 3.91
3. Chicago 66.7 3. Shanghai Pudong 3.22
4. London Heathrow 65.8 4. Incheon 2.68
5. Tokyo 64.0 5. Anchorage 2.56
6. Los Angeles 58.9 6. Paris CDG 2.40
7. Paris CDG 58.1 7. Frankfurt 2.28
8. Dallas 56.9 8. Dubai 2.27
9. Frankfurt 53.0 9. Tokyo Narita 2.17
10. Denver 52.2 10. Louisville 2.17
Source: ACI

Seite 20

since FRA has the highest share of transfer
passengers in Europe who have a choice of hubs...

Share of transfer passengers at major European airports in 2010

PAX m
70
60
50
40
30 Transfer
20 52%
42% 35% 33% 37%
10 35% 30%
Non Transfer
0
Amsterdam

Zurich

Vienna
London

Paris

Munich
Frankfurt

Source: Fraport


Seite 21

... and come from all over the world with
different cultural backgrounds…
FRA connects the world with 107 airlines to 275 destinations in 111 countries

Germany
692 / 13
North America KEF
HEL
BGO ARN TLL LED
OSL
332 / 29 Western SVG
GLA BLL GDN RIX SVO GOJ
EDI
PEE
VNO KZN
Eastern SVX OVB
Europe DUB MAN FMO CPH
HAM
AMS BRE WRO
HAJ MSQ
YYC SOU LUXLEJ KTW
LHR FRA KRK KBP
BRU PRG DME KUF
TSE
YVR
SEA YOW
ORD DTW EWR
YYZ PHL
YUL
2.066 / 79 FRA
CDG NUE RZE
SZG HOQ WAW
STR
MUC
FDH
BHXLCY POZ BUD CLJ
GVABSL LJUGRZ KIV
TXL
DUSMXPVRN OTP
LYS VCE BEG
LIN BNX
MRS ZRH VIE
TLS LNZ DBV
FLR SJJ
NCE
INN TGD SOF
BIO ZAZ NAP SKG ESB TZXGYD
MAD BCN ZAG TIA SAW
OPO
Europe
ROV
579 / 35
TBS
ALA
TAS Far East PEK
SHE
DEN IAD LIS PMI BLQ ADB ASR DIY
MLX
SZF
SFO JFK ALC TUN ISTGZT
PRN ADA ASB ICN
LAS BOS
FAO
AGP
XRY FCO AYT
PFO THR DYU
KBL 318 / 40 NRT
NGO
SAN DFW ATL CLT FNC CMNNDR
ALG MLA BEYALP EBL
CTA ATH LCA NKG
AGA MIR TIP CAI Middle ISB LHE HGH
LAX MCO SPCTFSLPA DJE SSH KWI DEL KIX
DAM TLV DMM
MIA AMM BAH
RMF East DXB
RUH PVG
TPE
IAH VRA FUE ACE CCU CAN
CUN HRG DOH HAN
HOG LXR JED204 / 20
HAV SDQ ANU
LRM
PUJ
POP
AUH MCT PNQ HYD HKG
KRT ASM
MEX UVF BKK
MBJ GNDBGI
PMV
SAH BOM BLR MAA
SJO
PTY ABV ADD GOI
ACC Africa CMB SGN
BOG CCSTAB PHC
SSG HKT
LOS 178 / 34 KUL
MLE
PNR JRO SEZ SIN
LatinAmerica LBV
MBA
LAD
95 / 25 SSA ZNZ CGK

MRU
GIG WDH
JNB
GRU
EZE
SCL CPT SYD
Weeklyconnections/ Destinations
Passenger flights Winter 2011/12
based on Airport
CoordinationasatOctober 25th 2011,
processedby UEW-MF

Seite 22

… we truly need to understand and fulfill their
individual needs!


Seite 23

So, what is the basis to discover their needs and
enhance customer satisfaction?
1. We need the data and information:
regular conducted passenger surveys (24,000 p.a.) to measure the
quality of service at Frankfurt Airport
analysis of passenger satisfaction with results of Skytrax
and ASQ

 these are measured quarterly and reported to our board members

2. We need measures and the support of all parties:
multidisciplinary “Quality Boards” to involve the federal police,
customs and immigration authorities, airlines, shops, restaurants,
and all of the other parties and institutions represented at FRA
clear defined goals in terms of service quality for different
business units of Fraport on a yearly basis until 2015

Seite 24

With this poster, we communicate our goals and
achievements!
Overall customer satisfaction with
the airport
Friendliness of staff
• Check-in
• Information desk
• Security Check point
Cleanliness of terminals
Cleanliness of sanitary facilities
Waiting time at security checkpoint
less than 10 minutes
Waiting time at baggage claim less
than 15 minutes
Response time for feedback from
Fraport less than 7 days


Seite 25

We even want to go further…

Some countries (e.g. UK, France)
already included service quality
standards in their economic
regulation to improve service
performance
We believe in the development of a
‘service charter’ combinedwith service
level agreements with all handling
agents, security agents, customs,
border police and other service
providers at Frankfurt Airport in order
to achieve a high service
performance and passenger
satisfaction


Seite 26

With our service program ‘Great to have you
here!‘ we implement the measures!
Ournewserviceprogramreallyputsourpassengers in thefocusofouractions

Quick and Comfortable
Friendly Attention
Travel

Shopping and
Pleasant Surroundings
Experience


Seite 27

We want a human airport – and services tailored
to the different types of passengers

The passenger - in all
his uniqueness and
individuality - has to
be the focus of our
thinking, planning,
behavior, etc.
And this means
nothing less than a
cultural change!


Seite 28

We try to make the airport experience efficient
and customized

Providing a maximum of …and at the same time the
automation for quick and human help if needed
seamless connections…

Seite 29

We provide the technology and the human touch


Seite 30

They may expect the unexpected –
e.g. our unique ‘chauffeur’ service…


Seite 31

… friendly assistance to help with check-in and
luggage


Seite 32

… surprising ‘happy moments’ given for free
(e.g. mineral water, refreshment towels, etc.)


Seite 33

…‘helping hands’ given by 500 well-trained and
qualifiedservice guides


Seite 34

… multilingual staff that makes them feel at
home and assisted

“I speak five languages fluently
to make sure you feel at home
at Frankfurt Airport.“


Seite 35

...and a smile even at the most critical points like
security checks!


Seite 36

‘Great to have you here!’ is, of course, also a
guideline how we treat our visitors


Seite 37

And in the future, airports will even more
differentiate…
… with services that are more and more unique, cultural oriented and
local offers they stand for


Seite 38

… and create (virtual) communities with the help
of social networks to bind passengers
We communicate 24/7 with our customers about new services, their
flights, tips about restaurants, etc. and get their direct feedback
Follow us on Twitterwww.twitter.com/airport_FRA
Be a fan of Frankfurt Airport www.facebook.com/FrankfurtAirport


Seite 39

So, what is the challenge? To
transform the entire company’s
culture from that of a basically
infrastructure provider into that of a
customer-oriented service company.
How do we implement the underlying
cultural change process?


Seite 40

Each employee is seen as a service ambassador
and trained at our service academy!


Seite 41

We lead by example - our top management
participates in daily operations!


Seite 42

Service experience and friendliness have to be
part of the travel chain with all partners involved


Seite 43

Let me summarize:

We need automation and state-of-the-
art technology in the airport
business, YES…

... but we also need the human touch
and customer orientation to serve our
passengers as our guests and bring
back the charm of traveling!

The airport metamorphosis: Frankfurt Airport’s approach to bring back the charm of traveling

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