Putting the joy back into the airport experience: Can social networking platforms make a genuine contribution to increasing commercial revenues and engaging customers?

Abstract

Airports today need to engage their customers, not just to gain insights and offer them better services, but also to optimise their non-aeronautical revenue strategies. Social technologies are well suited for achieving these goals. But it is not about the tools like Facebook or Twitter, but rather about building a sustainable strategy that achieves key business goals. This paper identifies key issues for consideration and case studies from around the world to guide airports in engaging customers profitably.