Category: Uncategorized

By Margarida Barbosa, Consultant, Airports Council International – North America

This April, Airports Council International – North America (ACI-NA) is celebrating our airport professionals who have taken the time to continue their aviation education. The U.S. Airport Professional (USAP) Program is an e-Learning training curriculum for airport industry professionals accredited by Airports Council International – North America (ACI-NA). After completing the Program individuals will be awarded the U.S. Airport Professional (USAP) designation.

The U.S. Airport Professional (USAP) Program covers a full range of current airport management topics such as leadership development, business strategy, commercial management, finance, operations, safety, security, and air service.

Airport Professionals from around the United States have taken the program to help them grow and advance in their career. If you are interested in learning more about the USAP program, please visit https://airportscouncil.org/usap/.

Check out the experience of ACI-NA’s Margarida Barbosa with the USAP program!

How has the USAP program helped you in your day-to-day work?
The USAP program gave me a much clearer understanding of how the U.S. airport system operates, especially in areas that differ from European frameworks such as funding models, regulatory structures, and governance. Having that context has made it easier to interpret U.S. aviation terminology, policies, and stakeholder dynamics in my daily work. It’s also helped me communicate more confidently with U.S.-based colleagues and partners.

What advice would you give someone who is interested in the USAP certification?

I would encourage them to go for it, especially if they work with U.S. airports or global aviation stakeholders. The program is very accessible, and it strikes a good balance between practical knowledge and broader industry context. My advice would be to set a realistic study pace, make use of the supplementary materials, and approach it with curiosity. There’s a lot of valuable insight even if you already have aviation experience.

What challenges did you have in getting certified?
Coming from a European airport background, some aspects, like funding mechanisms (AIP, PFCs), the FAA’s regulatory role, and the structure of airport ownership, were quite different from what I was used to. It took a bit of extra time to connect those dots, but once I understood the underlying framework, everything came together smoothly.

As someone who studied aviation, how did this supplement your education?
Studying aviation gave me a strong foundation, but the USAP program added a layer of specialization that I didn’t have before. It provided real-world context on how U.S. airports make decisions, secure funding, maintain compliance, and work with federal agencies. In many ways, it filled in the practical and policy-oriented side of the industry that academic programs often only touch on briefly. It also broadened my global understanding of how differently aviation systems can be structured.

How long did it take you to get certified?
I started in July and finished my certification in December. I did not rush the course, and its flexibility allowed me to work at my own pace to be sure that it fit within my own schedule.

What is something fun that you learned during the certification process that you did not already know?
One fun discovery was how unique some aspects of airport funding and governance are, particularly the Passenger Facility Charge system and the way local authorities operate airports. It was interesting to see how these structures influence airport development and passenger experience in ways that aren’t immediately obvious. It gave me a new appreciation for how diverse global airport management approaches can be.

 

Margarida is a final-year BSc Aviation Management student at Coventry University with hands-on industry experience gained during a placement year at ACI–North America in Washington, D.C.

Since returning from her placement, Margarida has been focused on research exploring non‑aeronautical revenue diversification and financial resilience at U.S. airports following periods of shock, alongside working remotely as a consultant for ACI‑NA.

By Alain Tremblay, VP of Sales and Marketing, TADERA

Airports have always been complex ecosystems — and the pace of change is only accelerating. Passenger volumes are rebounding, cargo demand is surging, and regulatory expectations show no signs of slowing. The pressure to do more with less has never been greater. Yet some of the most consequential inefficiencies in airport operations remain hiding in plain sight — not on the airfield, but in the back office.

Revenue management at most airports is still a fragmented exercise. Lease agreements, aeronautical billing, tenant invoicing, utility charges, and compliance reporting are often tracked across disconnected systems and spreadsheets, each managed by a different team on a different timeline. The result is more than an operational inconvenience. Invoices go out late. Payments from tenants are slow to arrive and slower to reconcile. Lease terms expire without being flagged. GASB compliance becomes a scramble rather than a routine. And somewhere in that fragmentation, revenue that the airport has rightfully earned simply doesn’t get captured.

What makes this particularly frustrating is that airports already have the underlying data. The issue isn’t a shortage of information — it’s that the information isn’t connected in a way that lets people act on it quickly and confidently.

“We’ve spent decades watching airports invest heavily in the passenger experience. The next frontier is investing with the same urgency in the operational infrastructure that funds it.”

The same problem shows up on the security side of the house, just with a different face.

Consider something as routine as a contractor badge renewal. That single transaction touches at least four departments — finance, contracts, security, and compliance. Yet at most airports, each of those updates is managed in separate systems, at different times, by different teams. A badge may be renewed while associated payment reconciliation follows on a different timeline. Contract terms and access permissions are reviewed through established security protocols, but often without a unified, real-time view across departments. The result isn’t a lack of oversight, but a lack of integration — making it harder to see the full picture efficiently and proactively.

More and more, the airport leaders I speak with are recognizing that these aren’t separate problems. They’re the same problem — disconnected data, manual processes, and systems that were never designed to talk to each other — showing up in different departments.

When those systems are connected, the impact is immediate. Finance teams stop chasing payment confirmations. Security teams stop working from outdated company records. Expired agreements surface before they become compliance issues. The administrative burden that was quietly consuming your best people starts to shrink.

We’ve seen this play out firsthand. After implementing an integrated credentialing platform, one regional airport reduced badge processing time by nearly 70% — not because they hired more staff, but because they eliminated the friction built into their old process.¹

The airports that will lead the next decade aren’t necessarily the largest or best-funded. They’re the ones making deliberate decisions right now about their data infrastructure — choosing platforms built specifically for aviation, not adapted from other industries, and demanding that their systems actually talk to each other.

Connected intelligence isn’t a futuristic concept. For some airports, it’s already a reality.

 

If you’re attending ACI Airports@Work in Chicago, we would love to continue this conversation in person. Visit us at Booth #109 to see how TADERA’s purpose-built airport technology is reshaping the way airports manage revenue, agreements, and security — all in one connected platform.

Can’t make it to the conference? Visit tadera.com or contact our team to schedule a personalized demo.

Source: ¹ Based on results reported by a TADERA ASC client following platform implementation.

 

Alain Tremblay is Vice President of Sales and Marketing at TADERA, a leading provider of purpose-built SaaS solutions for airport operations. With deep expertise in airport revenue management, security credentialing, and enterprise technology, Alain works with airports across North America to modernize their operational infrastructure. TADERA’s AirportIQ suite (ABRM and ASC) serves airports of all sizes, from regional facilities to major commercial hubs.

 

 

 

 

DISCLAIMER

This article was provided by a third party and, as such, the views expressed therein and/or presented are their own and may not represent or reflect the views of Airports Council International-North America (ACI-NA), its management, Board, or members. Readers should not act on the basis of any information contained in the blog without referring to applicable laws and regulations and/or without appropriate professional advice.

By Ilya Burkin,  Global Marketing Director, ADB SAFEGATE

As passenger volumes rebound and fleet mix becomes more complex, the airport apron has emerged as one of the most operationally complex environments on the airside. Aircraft, ground service equipment (GSE), fueling operations, catering trucks, and ramp personnel must operate in tight choreography—often within minutes. Operational efficiency and sustainability are now central priorities for airports navigating growth and environmental commitments.

The concept of the Intelligent Apron responds directly to these pressures.

The Apron as a Data Environment

Traditionally, apron operations have relied on radio communication, visual signals, and procedural discipline. While effective, these methods are inherently reactive. An Intelligent Apron model integrates surface movement data, stand allocation systems, A-CDM inputs, IoT sensors, and advanced airfield lighting into a shared operational layer.

This creates three structural shifts:

1. Real-time situational awareness across stands and taxi lanes
2. Predictive stand and turnaround management
3. Reduced conflict risk between aircraft and GSE movements

The Federal Aviation Administration and global safety authorities have consistently highlighted runway and surface movement risk as priority areas for mitigation. Digital coordination on the apron directly supports those objectives.

Lighting as an Active Operational Tool

A frequently overlooked component of Intelligent Apron design is lighting. Apron floodlighting and inset guidance lights have historically been static infrastructure—either on or off, with fixed intensity.

Adaptive Airfield Lighting (ADAL) introduces a more dynamic approach.

On the apron, adaptive lighting can:

• Guide aircraft precisely to allocated stands
• Highlight restricted or active safety zones
• Reduce unnecessary energy consumption during low-traffic periods

When integrated with stand management systems, lighting transitions from passive compliance infrastructure to an active layer of operational communication. This supports both safety and environmental performance objectives—two pillars consistently emphasized in ACI policy frameworks.

Sustainability and Energy Optimization

Airports across North America are aligning with net-zero roadmaps, many guided by programs such as Airport Carbon Accreditation. Intelligent Apron strategies contribute in two measurable ways:

• Reduced taxi time through improved gate visibility and stand readiness
• Optimized energy use via smart power management of lighting and apron systems

Energy consumption on the airside is often diffuse and under-measured. Granular monitoring of lighting circuits and apron assets enables airports to identify inefficiencies, adjust load profiles, and report performance improvements with greater precision.

Moving from Infrastructure to Ecosystem

The Intelligent Apron is not a single technology deployment. It is an ecosystem model—integrating digital platforms, connected lighting, operational analytics, and human-machine interfaces into one coordinated environment.

As airports modernize aging infrastructure and prepare for advanced aircraft types, the apron becomes a strategic lever for capacity, safety, and sustainability. The shift is subtle but significant: from isolated assets to integrated performance.

For airports planning capital programs or digital transformation initiatives, the question is no longer whether to modernize apron operations—but how to design them as intelligent systems from the outset. We will discuss and showcase these technologies during Airside Innovation Summit 2026. We invite you to register and watch live on 6^th May 2026.

Ilya Burkin is Global Marketing Director at ADB SAFEGATE, where he leads strategic initiatives focused on Airside 4.0 and intelligent airside operations. With extensive experience in aviation technology and digital transformation, he works with airports worldwide to explore integrated solutions that enhance safety, operational resilience, and environmental performance across the airside ecosystem.

DISCLAIMER

This article was provided by a third party and, as such, the views expressed therein and/or presented are their own and may not represent or reflect the views of Airports Council International-North America (ACI-NA), its management, Board, or members. Readers should not act on the basis of any information contained in the blog without referring to applicable laws and regulations and/or without appropriate professional advice.

 By Nicholas Ortyl – Chief Engineer, Critical Infrastructure & Aviation, Leidos

Airports operate within one of the most complex and tightly regulated environments in the world. Balancing security, passenger experience, operational efficiency, and compliance is a constant challenge, particularly as passenger volumes rebound and new threat vectors emerge. Artificial intelligence (AI)-based algorithms are rapidly becoming an essential tool to help airports strengthen their security posture while improving passenger flow and resilience.

Security screening today spans multiple layers: passenger screening, cabin baggage screening, checked baggage screening, employee access control, and cargo inspection, among others. Each layer generates vast amounts of data. AI-based threat detection algorithms are suited to analyze these large, multi-attribute screening datasets in real time, supporting security efforts with more consistent and informed decision-making.

AI does not replace human expertise, it augments it. Humans remain central to the adjudication process. AI serves as a decision-support tool, helping personnel manage high data volumes, prioritize alarms, and maintain vigilance over long operational periods. This is designed to help streamline security screening, especially in high-throughput environments.

While many earlier detection systems relied on predefined image signatures or feature-based matching, modern AI systems use deep learning techniques to identify patterns and relationships within data. This approach helps detect threats regardless of shape, orientation, concealment method, or configuration. AI algorithms can improve detection performance while helping to lower false alarm rates, an important factor in maintaining checkpoint efficiency and passenger satisfaction.

People screening is also advancing. Millimeter wave systems powered by deep learning algorithms can detect both metallic and non-metallic threats concealed under clothing. Modern AI approaches focus on identifying underlying characteristics of threat items rather than relying solely on image comparison to known templates. This approach can help improve screening methodologies, regardless of gender and body type.

Computed tomography (CT) technology at checkpoints is a strong example of how AI is transforming screening operations. CT scanners generate high-resolution 3D images that provide significantly more information than legacy 2D X-ray systems. When paired with advanced algorithms, these systems can support improved detection of explosives and other prohibited items while supporting streamlined passenger processes, such as allowing electronics and approved liquids to remain in carry-on bags where regulations permit. This combination can enhance both security effectiveness and checkpoint flow.

For checked baggage, CT-based explosive detection systems (EDS) continue to evolve with adaptable algorithm libraries that can be updated as threat intelligence changes. The ability to refine detection models, subject to regulatory approval, means airports can respond more dynamically to emerging risks without requiring entirely new hardware platforms.

Beyond passenger checkpoints, AI-enhanced trace detection systems are being developed to help identify minute quantities of illicit substances, including emerging synthetic drugs. These capabilities are particularly relevant in cargo environments and customs operations, where rapid, accurate detection supports both security and law enforcement objectives.

The value of AI can increase significantly when systems are integrated rather than siloed. Open architecture platforms that connect screening technologies across the checkpoint and enterprise environment can enable cross-system analytics, allowing airports to identify operational trends, anticipate congestion, and align security resources with real-time risk indicators.

As global aviation continues to evolve, AI-based algorithms are moving from innovation to necessity.  Realizing the full benefits of AI requires disciplined governance and lifecycle management. Effective implementation requires high-quality training data, validation processes, regulatory oversight, and structured model update procedures. Emerging MLOps (machine learning operations) practices can enable continuous performance monitoring, controlled algorithm updates, and transparent validation, critical factors in regulated aviation environments.

 

Nicholas Ortyl is Chief Engineer for Commercial Infrastructure at Leidos, leading development of advanced security and detection technologies for airports and critical infrastructure. With more than 20 years of experience across aerospace, autonomous systems, and government security programs, he focuses on integrating artificial intelligence, advanced imaging, and data-driven solutions to enhance aviation security effectiveness, operational efficiency, and regulatory compliance.

DISCLAIMER

This article was provided by a third party and, as such, the views expressed therein and/or presented are their own and may not represent or reflect the views of Airports Council International-North America (ACI-NA), its management, Board, or members. Readers should not act on the basis of any information contained in the blog without referring to applicable laws and regulations and/or without appropriate professional advice.

 

By Johannes Sittig, CEO, Sittig Technologies

For decades, airport announcements have remained largely unchanged: repetitive, generic, and often disconnected from the actual needs of passengers and operations. In many terminals, announcements are either delivered manually by staff with varying levels of quality or, at best, played from pre-recorded prompt voice files triggered manually by airlines or ground handlers. This fragmented approach is not only inefficient but also fails to deliver the clarity, timeliness, and personalization today’s passengers expect.

The aviation industry is entering a new era of passenger-centric terminal operations. At the center of this transformation is a powerful concept: data-driven, automated announcements that are intelligent, multilingual, and operationally integrated.

The Current State: Manual Triggers and Limited Automation

Today, many airports use a patchwork of announcement methods. Gate agents may read messages live or select from a limited set of prompt voice recordings that are neither dynamic nor scalable. These messages are often not aligned with real-time conditions like boarding status, queue lengths, or terminal congestion. The result? Overlapping audio, irrelevant messages, language barriers, and unnecessary noise pollution.

From an operational perspective, this outdated approach leads to increased personnel workload, inconsistent messaging, and a lack of actionable data. It limits an airport’s ability to respond quickly to disruptions, optimize passenger flow, or offer a consistent brand voice.

The Shift: Automated Announcements Powered by Data

Modern airports are rethinking their announcement strategies with AI-powered Text-to-Speech (TTS) and data-driven automation. Solutions like PAXGuide by Sittig Technologies are leading this shift by offering a platform that transforms the way airports communicate.

Here’s what is now possible:

• Dynamic, AI-generated announcements in over 149 languages and dialects, created on-demand without the need for pre-recordings.
• Smart translation tools that allow new announcements to be created instantly for any language and updated in real time.
• Deep system integration with AODB, FIDS, Passenger Flow Management Systems (e.g., Xovis), camera systems, and workforce management platforms.
• Business-rule automation to ensure the right message is played at the right time and location — for example, redirecting passengers from crowded security checkpoints or issuing targeted final calls only in relevant gate areas.
• Multimodal communication, where the same announcement data is pushed to FIDS screens, mobile apps, airline platforms, and even AI sign language avatars or AI-generated message summaries for accessibility.
• Centralized management and analytics, allowing airports to track, replay, and audit all announcements, identify overuse, and continuously improve passenger flow and information delivery.

The Result: Enhanced Passenger Experience and Operational Efficiency

This next generation of announcement platforms significantly improves both the passenger journey and airport operations. Targeted, relevant messaging helps reduce stress, minimizes missed flights, and supports quiet airport initiatives. On the operational side, automation frees staff from repetitive tasks and allows for better real-time coordination and faster response to disruptions.

Moreover, announcements are no longer just audio. They become a core data stream that can trigger or inform other digital processes across the terminal. This holistic approach represents a true digital transformation in airport communication.

Seamless Integration with AtlasIED Public Address Systems

A critical success factor in achieving this vision is seamless integration with the airport’s PA infrastructure. Sittig’s PAXGuide is fully compatible with AtlasIED systems, enabling smooth deployment without major hardware changes.

The integration ensures that AI-generated, data-driven announcements are played clearly and reliably through AtlasIED’s advanced audio systems, providing consistent quality and coverage throughout the terminal. This partnership empowers airports to modernize their communication strategy with minimal disruption.

Conclusion: From Reactive to Proactive Airport Communication

The future of airport announcements is here. With PAXGuide from Sittig and the Globalcomm platform from AtlasIED, airports can evolve from static, manual messaging to a dynamic, data-driven communication platform. It’s a future where announcements are timely, contextual, multilingual, and integrated into the broader airport IT ecosystem.

The result? Smoother operations. Better-informed passengers. A quieter, more personalized terminal environment. And ultimately, an airport that speaks the language of modern travel.

Learn more about how PAXGuide integrates with AtlasIED to deliver the next generation of automated airport announcements. 

At Sittig, we improve the passenger experience and process efficiency through automated announcements worldwide. Our unified audio management platform is tailored to the needs of airports, airlines, train stations and industrial facilities.

 

 

 

DISCLAIMER

This article was provided by a third party and, as such, the views expressed therein and/or presented are their own and may not represent or reflect the views of Airports Council International-North America (ACI-NA), its management, Board, or members. Readers should not act on the basis of any information contained in the blog without referring to applicable laws and regulations and/or without appropriate professional advice.

By Clement Zhang, Founder, FlightBI

Understanding an airport’s catchment area has always been central to planning, forecasting, and air service development. But as traveler behavior evolves—and competition among airports grows—traditional, static approaches to defining catchment areas are no longer enough.

Why Catchment Definition Matters

A catchment area helps airports understand where their passengers come from, how far travelers are willing to drive, and where they may be choosing competing airports instead. This information supports everything from infrastructure planning to targeted marketing and airline engagement.

When catchment areas are defined too broadly or too narrowly, airports risk overstating demand, missing leakage, or misaligning resources. A more accurate, behavior-driven definition enables stronger route proposals and better strategic decision-making.

Different Approaches, Different Insights

Airports have historically used geographic approaches—such as simple radius maps, drive-time isochrones, or split-line boundaries between neighboring airports—to outline their catchment area. These methods are easy to communicate, but they do not reflect how travelers actually choose airports.

Modeled approaches, including gravity or Huff models, introduce additional factors like flight frequency, connectivity, and fares. These can offer valuable forecasts, especially in regions with multiple competing airports.

Today, many airports are turning to behavioral approaches that examine where passengers truly originate. Using ZIP-level booking patterns, mobility data showing resident travel, and hotel distribution data for visitors, airports can identify “dominant” areas where they capture the majority of demand—and where they are losing travelers to competitors. Tools such as Fligence ZIP-OD are examples of platforms that help airports perform this type of analysis, but a variety of datasets and methods can be used.

Catchment Areas Are Dynamic, Not Fixed

One important shift in recent years is recognizing that a catchment area is not a single, static boundary. It often changes based on:

• Route type: International flights typically pull from a much broader area than short-haul domestic routes.
• Trip purpose: Business travelers prioritize convenience, while leisure travelers may prioritize price.
• Seasonality: Visitor markets expand and contract throughout the year.

Dynamic, behavior-based catchment definitions allow airports to reflect these differences, offering a more accurate view of demand for specific routes or time periods.

A More Nuanced Understanding

Combining geographic, modeled, and behavioral approaches gives airports a fuller picture of how their community interacts with the air transportation system. Traditional drive-time maps remain helpful for illustrating accessibility, while behavioral data provides insight into real-world choices and leakage patterns.

By embracing a more flexible, data-rich approach, airports can better understand their true market—and build stronger, more evidence-based cases when working with airline partners.

 

Clement Zhang has over 25 years of experience developing data and technology solutions for the travel and transportation industry. He is the founder of FlightBI and previously served as Director of Business Intelligence at Cirium, Vice President of Product Development at Diio, and Vice President at MergeGlobal. He holds an MBA from Georgetown University and a Ph.D. from Xi’an Jiaotong University. Clement can be reached at clement.zhang@flightbi.com.

 

 

 

 

DISCLAIMER

This article was provided by a third party and, as such, the views expressed therein and/or presented are their own and may not represent or reflect the views of Airports Council International-North America (ACI-NA), its management, Board, or members. Readers should not act on the basis of any information contained in the blog without referring to applicable laws and regulations and/or without appropriate professional advice. 

By Jessica Haynie, Director of Wireless Solutions, US, for Boldyn Networks

In today’s hyper-connected world, seamless wireless connectivity is no longer a luxury—it’s a necessity.

Travelers expect a smooth, intuitive experience: moving quickly through security, navigating terminals with ease, receiving real-time updates, and accessing personalized offers on demand.

Achieving this level of service depends on robust, scalable, and seamless connectivity.

Airports face unique challenges in providing millions of passengers with reliable and high-speed wireless services 24/7/365. The complexities of wireless technology, coupled with evolving industry standards and diverse use cases, can make deploying and maintaining these networks a daunting task.

With the right partnerships, these challenges become opportunities to elevate the passenger experience and drive greater operational efficiency.

The complex landscape of wireless technology

To support the highly specialized environment of an airport, wireless networks must be multifaceted, encompassing technologies such as Wi-Fi, Distributed Antenna System (DAS), private networks, and core networking. Each of these solutions serves distinct purposes and requires specialized expertise to design, deploy, and maintain effectively.

▪ Wi-Fi: Essential for passenger connectivity, offering internet access throughout terminals and lounges. Can be tailored to unique wireless environments. It also serves as a gateway to key traveler data points enabling airports to make real-time operational adjustments based on actual passenger flow patterns.

▪ DAS: Ensures cell phone signals work well throughout the entire airport. Often deployed for complex and expansive spaces – so both travelers and airport workers can stay connected with better indoor cellular coverage.

▪ Private networks: Bypass public spectrum to manage a separate dedicated network for specific users, enabling advanced applications like monitoring sensors and IoT devices, automating systems, and capturing real-time data analytics.

Airports face unique connectivity challenges: high passenger volumes, sprawling and complex layouts, and surging demand for data-intensive services. Choosing between connectivity solutions depends entirely on each airport’s operational needs, physical environment, and future growth plans. Integrating these systems also demands deep expertise in RF spectrum management, network architecture, regulatory compliance, and that’s just the beginning. The infrastructure must be both robust today and scalable for tomorrow. That’s where Boldyn Networks excels: we design, deploy, and manage custom, end-to-end connectivity solutions purpose-built for high-traffic, high-complexity transit environments.

Navigating your investment

Deploying and maintaining advanced wireless networks requires significant capital and operational investment. Achieving optimal performance means committing resources not only to infrastructure and equipment, but also to skilled personnel. With technology evolving rapidly, today’s cutting-edge systems can quickly become outdated, making regular upgrades essential to sustain performance and future-proof the network.

Working with specialized neutral host providers who have experience in wireless technology and operational management allows airports to implement cost-effective solutions that are adapted to their particular requirements.

Simplifying the path forward

Neutral host providers like Boldyn Networks serve as strategic partners in simplifying the deployment and management of wireless infrastructure. By designing, deploying, and maintaining converged network solutions, including Wi-Fi, DAS, and private wireless networks, they help airports deliver seamless connectivity while minimizing capital expenditures and operational complexity.

As an end-to-end technology partner, Boldyn Networks stays ahead of the curve. Boldyn is rethinking connectivity design for complex settings, through a relentless focus on innovation and performance. Boldyn transforms airports into intelligent, future-ready hubs where seamless connectivity enhances both passenger experience and operational efficiency.

For more information on how Boldyn Networks can modernize your airport’s wireless infrastructure, click here.

 

Focusing on solving wireless connectivity needs in the aviation sector, Jessica Haynie, Director of Wireless Solutions, US, for Boldyn Networks, is a proud appointee to the BIT Steering Committee.

 

 

 

 

DISCLAIMER

This article was provided by a third party and, as such, the views expressed therein and/or presented are their own and may not represent or reflect the views of Airports Council International-North America (ACI-NA), its management, Board, or members. Readers should not act on the basis of any information contained in the blog without referring to applicable laws and regulations and/or without appropriate professional advice.

By Leslie Bensen, Founder and CEO, Departure Media Airport Advertising

Non-aeronautical revenues are more important to airports than ever before, and amongst the most important of these revenue streams is advertising. In order to see the highest return on an airport’s advertising infrastructure, it is critical to avoid the pitfalls.

As a cost-cutting measure, it may be tempting to manage this operation in house. However, there are a number of operational as well as financial reasons why this might not always work out for the best.

Firstly, without specialist experience, an in-house team is unlikely to understand the complexities of the program – what works, where it works and why it works. This expertise could be in the technical side of things, such as knowing what screens are best suited for digital displays, or expertise on where dwell time is at its highest, allowing for more impactful advertising locations.

Secondly, an external specialist’s only job is airport advertising, ensuring that they have ample time to dedicate to the program. Too often, when taken in house, the responsibility of managing the advertising program ends up in the hands of an individual or team managing an already overwhelming number of spinning plates. Assigning it to an agency ensures enough effort is dedicated to it and that it can be managed from a zoomed-out perspective, ensuring a cohesive program that complements the flow of the airport journey, as opposed to splitting it up into portions.

Finally, perhaps one of the most unique challenges that an external body is better positioned to deal with than an in-house team is the issue of sponsorship versus advertising. We come face to face with many airports who have talked themselves into a corner by forming relationships with local partners where – due to factors such as their role in the local community (a hospital for example) – the airport has blurred the lines between sponsorship and advertising, and therefore is unable to clearly designate space and pricing as an advertiser due to the murky waters. An external hand is apolitical and able to step in, navigate these waters and negotiate a fair and equitable solution that is respectful to all partners and values both the airport advertising space and the relationship between airport and local partners.

There is often a huge amount of untapped potential awaiting airports who use advertising intelligently. By handling it with the care it needs, airports can see a jump in profitability, customer satisfaction and productivity.

Leslie Bensen is founder and CEO of Departure Media Airport Advertising, the only out of home (OOH) advertising company in the US that focuses exclusively on airports. With more than 36 years’ experience, Leslie leads her team in creating advertising display programs that improve passenger experience and complement terminal aesthetics. Leslie can be contacted at lcbensen@departure-media.com.

 

 

 

 

 

 

DISCLAIMER

This article was provided by a third party and, as such, the views expressed therein and/or presented are their own and may not represent or reflect the views of Airports Council International-North America (ACI-NA), its management, Board, or members. Readers should not act on the basis of any information contained in the blog without referring to applicable laws and regulations and/or without appropriate professional advice.