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Why survey data is fundamental to developing data-driven strategies
Journal of Airport Management,
15
(3),
258-265
(2021)
Abstract
Understanding airport customers is ever more critical to adapt operations to the current and post- COVID-19 airport market. Gathering insight as to how the airport market has changed is critical to help instill confidence in air travel, meet the needs of airport users and identify opportunities to enhance revenues. Survey research is the most reliable method of collecting information directly from individuals about what they believe and how they behave. Surveys can be administered using a variety of formats to help identify short-term operational challenges as well as long-term planning strategies. Survey design and data analysis, however, must be carefully executed. Ideally, project professionals should possess a deep knowledge of survey research methods and statistical analysis, as well as experience with the nuances of the entire airport ecosystem to ensure scarce budgets and resources are best used.
Keywords: airport research; surveys; airport operations; business planning; passenger profiles; guest satisfaction; revenue opportunities; COVID-19; travel behaviour; decision-making; data analytics
The full article is available to subscribers to the journal.
Author's Biography
Firelli Pitters is Managing Director at Unison Consulting (Unison). Firelli has 21 years of experience in airport concession planning, development and research with airports in the USA, Canada and South America. Firelli’s areas of expertise include concession space planning and programming, quantitative analysis of concession space requirements, merchandising and marketing plans, financial analysis, management and leasing strategies. Firelli leads the market research practice at Unison, and has helped over 40 airports to identify opportunities to enhance concessions revenue opportunities and overall customer service. Firelli served as a Principal Investigator on the recently published Airport Cooperative Research Program (ACRP) guidebook, Synthesis 81 Food and Beverage and Retail Operators: The Cost of Doing Business at Airports (2017).
