How to make airports more than just a travel hub

In early 2023 construction will begin on the new US$3.9-billion Terminal 6 in New York’s JFK airport. A partner in the consortium tasked with transforming the terminal is Vantage Airport Group, an investor, developer, and manager of airports across the world.

Although the project won’t begin to partially open in 2026, it does give Stewart Steeves, Vantage’s Chief Operating Officer, an opportunity to not only build afresh but also a clean sheet to begin new partnerships to tackle some of the industry’s biggest challenges.

“One challenge is access to data,” he says. “Within the airport space we don’t know a lot of our customers. Our airline partners tend to own and control a lot of that information.”

Steeves envisages JFK’s Terminal 6, and other Vantage airports, to incorporate a better relationship with the consumer, or passenger, across their journey. Not only in the airport but from when they leave their home, to arriving at the airport and within the airport.

Vantage’s focus is on redefining the customer’s experience and to make airports not just a transit hub but to enhance a traveller’s entire journey. This is not only aimed at the tech-savvy but those who are not as technology sophisticated.

He lists e-gates as one example where his company is addressing this. The new electronic barriers provide more direct access to consumer data as they move through the common use systems, including the behaviour profile of passengers and where they are travelling to.

“The challenge for us is how do we offer a connected and cohesive experience to the user when and where they are in the facility?” he adds. “And how do we try and actually take what we know of the profile of the user, or the frequency of that user, and leverage it into other aspects of their experience?”

To date, a traveller’s journey is still disconnected. Passengers can communicate with the airline, with Uber to get to the airport, and even with Starbucks to pre-order a coffee on their arrival.

“But none of that is interconnected to make it a cohesive airport experience,” he says. “It’s all disjointed.”

Vantage’s network of 12 airports is helping Steeves to test, scale and trial different solutions. Its airports include smaller tourist destinations such as Pafos in Cyprus, to larger hubs aimed at the business traveller like LaGuardia in New York.

“That allows us to try certain things in environments where it’s possible,” he explains. “Some technologies and configurations only work with a large volume, while others are easier to test when they’re small volume. And we share that across our network.”

Although a fan of technological innovation he also supports creative, thoughtful and non-tech innovation that can equally play a part in improving the airport experience.

“That comes through all kinds of aspects related to design, passenger flows, concessions and service offerings and yes, technology but also not technology,” he explains. “Our installations should really leave a positive impact, so it’s a pleasant experience that people leave with a positive impression.”