Rohittalwar Airport2025keynote Aciairportexchangeconferenceabudhabi 30november2011 Master 111206114840 Phpapp02

Airport 2025
Transforming the Passenger Experience

ACI Airport Exchange - Abu Dhabi - 30/11/11
Rohit Talwar - CEO Fast Future
rohit@fastfuture.com
www.fastfuture.com
Contents
Presentation p3
About Fast Future p 92
Background Notes p 103
Image Sources p 360
Macro
Drivers
The World in 2025
How do we get there from Here?
Understand Research & New

the Drivers Innovation Business
Models
New Business Thinking
e.g. Ultra-Quick Construction
Growth is not Guaranteed
Thinking is Back in Fashion

Transformational Change?
Its Only Just Begun
10 Key Patterns of Change Shaping the Next Decade
Economic turbulence, a shift in wealth from west to east and political
uncertainty are shaping the landscape
Natural
Society in Resource Demographic
Transition Challenges Destinies
Geo-political Generational
Complexity Economic Crisis Crossroads
and Power Shift
Rethinking
Technology Talent,
and Science Education,
Training
Enterprise 3.0
Global
Internet
Expansion
Source: Designing your Future Key Trends, Challenges and Choices Fast Future
Aviation Outlook
Airport Expansion by 2020
China from ~150 to 244
India from ~100 to 140
Today - US 3 Seats per head / China 0.3 / India 0.1

Asia a third of all flyers (2013) and travel spend (2020)
38% - Under 100 US Airports by 2015
39% - Airports only in Major Euro Cities

Low Cost Carriers
64% - Half will Collapse
49% - Massive Growth

Virtual Airlines
New Business Models / Airlines
Emergence of Virtual Airlines?

Industry Scenarios
High
Uncharted Paranoid
Territory Survive
Low High
Passenger Price Sensitivity
Back to the Crash and

Future Burn
Low
Business Model Innovation
Sustainable Green Terminals
Fast Build, Flexible and
Temporary Terminals
Next - Sustainable Green Terminals?

Redistribution of Aviation
Profit Pools
Embracing Open Innovation
Airport Living Lab
Future
Customers
Demographic Destinies
2 billion more people in 40 years
Demographics is Driving Economics
448 739 691 5231

344
1998 4157
729 1030
585
2010 2050
Life Redefined
Lifespans are Increasing
Under 50s have 90%
chance of living to 100.
Aubrey de Grey suggests

we could live to 500 or 1000
What are the health,

consumption and resource
implications?
What kind of opportunities

will be created?
Tomorrows Traveler -
Demographics
Over 60s in developed
economies to rise from 22-
33% from 2009 and 2050.
In developing world, from 9 to
20%
Global retirement market
2010-2020 could grow from
$28 - $46 Tn
Global middle class could rise
from 430M to 1.2 Bn (2000
2030)
Source: United Nations Report Warns of Dire Effects of Under population, Fertility Decline, by Susan Yoshihara, PhD, March 5th 2010, Life
News http://www.lifenews.com/int1479.html http://www.financial-planning.com/news/allianz-retirement-pensions-growth-2668604-1.html
Tomorrows Traveler
Spending Patterns
By 2020, Asian consumers
could account for over 40%
of global middle class
consumption
By 2030 Asian consumer
spending could hit $32
trillion
By 2014 female wealth
could reach $18 trillion
Females could control 70%
of global consumer
spending
Traveller Mindsets
Too Busy To Care
Complex Lives, Pressurised

Finances
Craving Simplicity
Wealthy and Hard to Please

Buying Behaviour
Mobile
Low loyalty
Multiple searches and
site visits
Word of mouth critical
Value conscious
price, offers, rewards
Shorter trips
Shorter notice
71% - Traveler motivations will become increasingly fragmented /

diverse and harder to segment into clear customer groupings
Traveler motivations will become increasingly fragmented and diverse
and harder to segment into clearly definable customer groupings
604 Respondents
I will book the bulk of my travel
online in 2015
74% - Will use
64% Social Networks to
Research and Find
Deals
31%
3% 2%
Very likely Likely Unlikely Very unlikely

Technology
Horizons
Tomorrows Traveler Technology
Number of mobile subscribers
could rise from 4Bn to 5Bn
2009-2015
Mobile data traffic to rise 300-
fold by 2015 (Nokia).
By 2020 the range and nature
of interaction technologies /
customer touch points will
expand dramatically.
Go nowhere gamers
Personal genetic profiles
TMT Convergence and Immersion
Telephony Connectivity
Voice Cellular
Messaging Up to 14 bands
SIM card WLAN/BT
Phonebook GPS
Ring Tones NFC
Security FM
Data/ Multimedia
Enterprise Camera 8-16M
Camcorder
100Mbps
24M Color Display
Email
Memory (160GB)
IMS
Multiformat A/V
Browsing
HD Video/TV out
VPN
Games
PIM
Ecommerce
Software (50-100M Tps)
Protocols DRM
Payments
Middleware
Applications
User Interface
Minimize fragmentation
Mobile Technology at the Airport
Boarding
Mobile
Interactive Coupons
ads
Social Mobile
networking payments
Security
Automated Notification Self-service
Check-in & guidance Baggage drop
Roaming
2011 Amadeus IT Group SA

Agent
Airport entrance
Private
Transportation Public transportation
TINA The Intelligent Airport
Cloud Computing
Apps What I Want, When I Want
Source: Forrester
Next Generation Smart Phones
Concierge / Schedule
Management
Check in
Notifications / Directions
Route Management
User Generated Content
Wallet
Location Based Offers
Dynamic Rerouting
Personal Networking
Apps / Personalised Advertising
Holographic Displays
Augmented Reality / Heads Up
Augmented Reality at
Copenhagen Airport
Haptics / Holograms / Interactive Surfaces
Wearable Displays
Ambient Intelligence
Real Time / Predictive Analytics
3D Printing True Personalization
Rethinking the Airport
Experience
Live the Customer Journeys and Experiences
Stimulus / Search / Booking

Transport to and from the
Airport
Check in to Flight Departure
Flight Arrival to Airport Exit
Flight Transfer - Arrival to
Departure
Airport Experience
In Flight Experience
Relationship Management
Mapping Customer Journeys & Experiences
Sub Traffic Off airport flight Arrival at airport by Parking Transport from
process information information car/train parking to Plaza
KPI Traffic jams Accessibility Price/Quality LT Ease of wayfinding
Score 73% 91% / 90% 41% 90%
<Plaza aankomst> <Picture>
Sub Entering Plaza Services; Leaving Plaza Departure from Retrieving car &
process rental, parking airport by bus/train Leaving airport
KPI Clarity Clarity Accessibility
Score 77% 77% 90% / 80%
Airport Arrival
Extended Airport?
Check In
Next Gen Qantas Check-In
Security
Are Biometrics the Answer?
Flight Departure
Minimising Journey Times
and Aircraft Turnaround
Arrivals
Localizing the Experience?
Enhancing the Airport Experience
Service, Food, Leisure and Retail
Virtual Assistants
Catering, Lounge and Service
Experiences
Extending the Experience
The Slide@T3
Changi Airport - Singapore
Funding The Future
From Cabin to Cash Register
Leveraging Customer Insight
- Multiple Revenue Streams
Leveraging Customer Insight
Best Price Guarantees
Partner Tie-ins
Pullman Bangkok King Power Hotel
In-flight Duty Free
Korean Air - Shop Onboard
Passenger Centric, Context Related
e.g. The Virgin Red Store
Single swipe open tab

In Terminal / In-Flight Travel
Agency
Booking/Boarding Pass Ads / Offers
Daily Social Media Offers e.g. Twitter
Rethinking Airport Retail
Online Brands Appearing Offline
Virtual Grocery Shopping
Tesco South Korea
New Retail Concepts
Auctions - The $5,937 Laptop
Air Sahara/Jetlite
Outsourcing In-flight Duty Free
e.g. BA / Tourvest
So How Can we Respond?
So How Can we Respond?
The Journey to 2025
Continuous research
Define change roadmaps

passenger journeys and
experiences, operations
and technology
Experiment
Develop uncertainty
tolerant management
Aviation Next what does the
timeline of developments look
like for the sector in your region?
Deep Dive on Key Trends / Issues
Be Magnetic
Make Time and Space for Change
http://news.nationalgeographic.com/news/bigphotos/images/090305-daylight-saving-time-facts-history_big.jpg
Conclusions
Huge untapped potential
Technology is a key enabler
Encourage innovation and

curiosity
Experiment with business

models
Work with and for

tomorrows passenger
Thank You
Rohit Talwar
CEO
Fast Future
Tel +44 (0)20 8830 0766
Mob +44 (0)7973 405145
Twitter http://twitter.com/fastfuture
LinkedIn http://www.linkedin.com/in/talwar
www.fastfuture.com
www.convention-2020.com
Blog http://widerhorizons.wordpress.com
Signup for our newsletters / Download past editions at www.fastfuture.com
Watch a short video of Rohit at http://www.travelmole.tv/watch_vdo.php?id=14300
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http://www.amadeus.com/hotelit/beyond-segmentation.html
About Fast Future
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Background
Notes
Macro
Drivers
We need to Prepare for
Alternative Scenarios
8-10% Suspicious Love is in
Minds the Air
GDP
Growth
Dancing in
India 6-7%
the Dark
and
China
Road to
Nowhere
1-2%
Recession 0% 1-2% 2-3%
GDP Growth Europe, the USA and Japan
Derivatives
Market Value vs. Global GDP
800 760
700
700
605
600
US$ Trillion
500
400
300
200
100 69.8
14.2 4.33
0
Richard 2010 est Bank of World GDP US GDP Chinese GDP
Duncan (June International
2008) Settlements
June 2009 est
Source: BIS, 2009 BIS - http://www.roubini.com/financemarkets-
monitor/258502/___swap_tango________a_derivative_regulation_dance__part_1
2010 - http://www.newsmax.com/deBorchgrave/BankforInternationalSettlements-BIS-derivatives-MerrillLynch/2010/05/11/id/358672
Public debt in 2020 (% of GDP)
Source: Deutsche Bank Research Public debt in 2020 March 2010

http://www.dbresearch.com/PROD/DBR_INTERNET_EN-PROD/PROD0000000000255134.pdf
Economic Power Shifts
The Top 20 in 2025?
GDP US$
Source: IMF WEO 2009, PwC the World in 2050 March 2008 edition
Reorientation of Global Markets
Some 647 million air travelers more than a quarter of the 2.2 billion passengers
who flew worldwide took to the skies in Asia in 2009, compared to the 638 million
air travelers in North America, hitherto the traditional leader in global aviation.
By 2013, an additional 217 million travelers are expected to fly within Asia to push the
regions aviation market share to about one-third of the world market.
In the U.S. there are three aircraft seats per year for each of the 300 million people
who live here.
Chinas population of 1.3 billion is served by only 0.3 seats per person and Indias 1.1
billion population has only 0.1 seats available per person.
When Asians reach the stage of traveling as frequently as people in the U.S., that
alone will triple the size of todays global aviation industry.
Source: Bay Area Travel Writers Travel Trends: Asia Eclipses America in Aviation Markets by Lakshman Ratnapala, March 2010
http://www.batw.org/news/industry-news/travel-trends_mar-2010/
Current Spending Patterns
Reinforcing the appeal of duty free Top Asia-Pacific Amount US$
duty free spenders
savings, 43 percent of all respondents
said they shopped at a duty free store Korea 358
during their last overseas trip. China 333
Travelers from Japan (73 percent),
Hong Kong 224
Korea (71 percent) and China (49
percent) were the regions most Malaysia 195
frequent duty free shoppers while India 180
Korean and Chinese travelers also
Thailand 178
made it to the biggest spender list.
Japan 164
Australia 153
Singapore 153
New Zealand 134
Taiwan 125
Regional Average 212
Source: China Travel Trends, September 2009 http://www.chinatraveltrends.com/2009/09/16/chinese-travellers-top-list-of-duty-free-spenders-in-
asia-pacific/
Future Regions of Multiple Stress
Source: Ministry of Defence Strategic Trends Programme, Global Strategic Trends out to 2040, February 2010
http://www.mod.uk/NR/rdonlyres/D70F2CC7-5673-43AE-BA73-
1F887801266C/0/20100202GST_4_Global_Strategic_Trends_Out_to_2040UDCDCStrat_Trends_4.pdf
Source: Tourism Futures http://www.tourismfutures.net/insights/demographic
Source: Tourism Futures http://www.tourismfutures.net/insights/demographic
Source: Ministry of Defence Strategic Trends Programme, Global Strategic Trends out to 2040, February 2010
http://www.mod.uk/NR/rdonlyres/D70F2CC7-5673-43AE-BA73-
1F887801266C/0/20100202GST_4_Global_Strategic_Trends_Out_to_2040UDCDCStrat_Trends_4.pdf
Climate Change
The Climate Change Challenge
How fast can CO2 emissions be reduced per unit travel?
How can we move towards convergence on the most effective way to
reduce aviation climate change impacts?
How can we best address non-CO2 climate impacts?
Where are carbon emissions owned?
Source: Henley Centre Headlight Vision Managing the environmental challenges of growth in aviation Draft report of stakeholder
event, Cambridge October 2006
Travel
Outlook
Multi Speed Recovery Leading to
many Types of Tourist
The global travel and tourism industry will experience a multi-speed recovery taking
up to a further four years to fully recover to pre-global downturn levels, reveals a
report launched on June 16th 2010.
Euromonitor Internationals Forecast Update Recovery In Sight? - reveals the global
travel and tourism industry will experience a multi-speed recovery kick started by
the developing economies as high unemployment and debt in developed countries
holds back their growth.
Global international arrivals will not recover to pre-crisis 2008 levels until 2012, while
incoming tourism receipts will not recover until 2013.
Furthermore, the hotels sector will not fully recover to 2008 levels until 2014.
The hotel sector in Australasia, Latin America, and Europe will take the longest to
recover.
Asia is again driving force behind the hotels recovery, due to the continued expansion
of international and local chains.
Source: World Tourism Directory, June 2010

http://www.worldtourismdirectory.com/news/4325/global-travel-industry-to-experience-multi-speed-
recovery.html
Travel in 2023
A report by KPMG released in April 2008 ranked transport and tourism as the sectors
least well prepared for climate change and among those most commercially exposed
to the physical risks it presents.
Forum for the Future in its Tourism 2023 report of October 2009 partnered with
companies like British Airways, Carnival UK, and Advantage Travel Centres to
analyze the impact our ever-growing ecological footprint will have on travel.
The four scenarios under which we could progress:
1) Boom and Burst
2) Divided Disquiet
3) Price and Privilege
4) Carbon Clampdown
Source: Forum for the Future Tourism 2023, October 2009

http://www.forumforthefuture.org/files/Tourism_2023_full_report_web_version.pdf
Source: Forum for the Future Tourism 2023, October 2009 http://www.forumforthefuture.org/files/Tourism_2023_full_report_web_version.pdf
Boom and Burst
A booming economy and high disposable incomes have fuelled a growth in travel
worldwide. People travel further, more frequently, and at faster speeds than ever
before. There are many new reasons to go abroad as global political stability and
prospering economies have opened up the world to more commerce and visitors.
Rapid advances in technology have been crucial, such as the breakthrough in algae-
based fuels. Dramatic improvements in efficiencies have allowed the transport sector
just about to keep pace with new regulations and their impacts, such as the steadily
rising global price of carbon.
Legally binding carbon targets are being met but many are asking how long this can
continue. Many destinations are suffering from serious overcrowding. Wilderness is
perhaps the scarcest resource as road, rail, sea and air routes have brought mass
tourism to the last corners of the planet.

Boom and Burst highlights
Tourists flock to see the ancient shrines and archaeological treasures of Iraq.
Massive protests spoil the opening of the Mount Everest Theme Park.
Tourism puts huge strains on infrastructure in popular destinations like New York,
Paris and London. Visitors are herded between attractions with timed tickets.
High-tech carbon scrubbers installed on the ground clean the air so you can travel.
Overcrowding in popular destinations has led to the rise of glamorous campsites,

pop up hotels with stackable modules, and floating resorts.
Fastest growing destinations: the Democratic Republic of Burma, Yemen, Beyond

Botswana Plc (Privatised Special Economic Zone), Somalia, Argentina, Brazil,
Antarctica, Near space voyages, Papua New Guinea, Kazakhstan.

Divided Disquiet
A toxic combination of devastating climate change impacts, violent wars over scarce
resources and social unrest has created an unstable and fearful world. This has
made travelling overseas an unattractive proposition.
Many destinations were unprepared for the impacts of a changing climate. More
extreme weather events, rising sea levels, increased flooding and frequent droughts
have battered some places, while food shortages and malnutrition, malaria, and
conflict over resources like water and oil have wreaked havoc in others.
Visitors are highly selective in where and when they travel, cramming into a small
number of destinations where overcrowding compounds the problems.
A breakthrough in affordable telepresence technology has proved surprisingly popular
with businesses that are keen to cut costs. This resulted in drastically reduced
numbers of certain air routes, closing them to many holidaymakers.

Divided Disquiet Highlights
One flight per year policy for major US company encourages executives to cut costs
with telepresence technologies.
Tour guides with a military background hired as part of a holiday package for extra
protection abroad.
Rising sea levels force Government of Maldives to step up relocation plans to India.
Latest hot holiday craze is massive resorts offering golf and skiing across sand
dunes.
Eiffel Tower auctioned off to a multinational corporation as part of sponsored heritage

plan.
Fast growing destinations: Norway, Ireland, Latvia, UK, Greenland Doomsday Park,
Canada, Denmark, France, Sweden, The Estonian Army Base Experience.

Price and Privilege
A dramatically high oil price has made travel punitively expensive. Dwindling supplies
and rising demand from the new economies of Asia have pushed energy prices into a
series of sharp and unpredictable spikes.
The travel industry worldwide has been badly hit and aviation has shrunk
dramatically. Fleet replacements have been slower than anticipated and the predicted
efficiency gains could not keep pace. There have been mass redundancies across
the travel industry and a period of dramatic consolidation across the world.
Although a small, elite market continues to fly regularly, the vast majority of people
simply cannot afford the experience. The days of affordable travel are now just a
nostalgic memory.
People who want to holiday abroad either save up for years and fly overseas or join
the new mass market of overland connections. Pan-European rail, bus and sea
networks offer the most cost-effective means of travel for most people. State-of-the-
art super-hubs provide seamless connections between different parts of the
comfortable and affordable system of overland travel.
Source: Forum for the Future Tourism 2023, October 2009 http://www.forumforthefuture.org/files/Tourism_2023_full_report_web_version.pdf
Price and Privilege Highlights
Demonstrators take to streets in cities across the world demanding the right to fly.
Ukraine positions itself as the Gateway to the East with new Kiev bus-rail megahub
plan.
Absolutely no frills airline sector from some non-EU countries offers standing room
only and no cabin crew.
Banks offer holiday credit schemes allowing family and friends to save together for
the annual trip.
Fastest growing destinations: Montenegro, France, Lithuania, Portugal, Germany,

Central Europe Lakelands, SailRail breaks to Greece, Morocco, The Tropical Island
Experience (Jersey), Ukraine.

Carbon Clampdown
Governments introduce tradable carbon quotas for all households as part bold plans
to tackle climate change. Individual allowances are seen as the fairest way of
allocating the right to pollute equally.
The public has clamoured for tough action. Environmental impacts are increasingly
felt. Although there has been no great shift in cultural values, support for regulation is
high.
The economy is more localised, and disposable incomes are low.
Many holidaymakers are still keen to travel abroad, but perceptions of the purpose
and real costs of travel have changed. Although distance is a key consideration, the
reason for the holiday is crucial: what you are doing is more important than where
you are.
Ethical travel is a new mass market, and the government encourages this with the
carbon rebate for volunteering whilst abroad.

Carbon Clampdown Highlights
Major travel firm goes bust after massive boycott coordinated by a popular website
over its environmental policy.
Red Cross Swarm uses social networks to send volunteers to disaster zones faster
than official agency staff.
Peer-to-peer holidaying allows people to swap lives with another family and spend a
year in another part of the world.
Fastest growing destinations: Cornwall, Ukraine, Sweden, Mozambique Special

Volunteer Zone, Lithuania, Northumbria, Cork, France, Slow Boat Community
(registered to Guyana), Liverpool.

What does this mean?
Fast Company notes that the
reality of vacationing in 2023 will
probably be a combination of
these scenarios, with high oil
prices, disappearing wilderness,
carbon quotas, and advances in
air travel (i.e. biofuel-powered
planes).
Source: Fast Company Tourism 2023 Imagines the Future of Vacations, October 2009
http://www.fastcompany.com/blog/ariel-schwartz/sustainability/tourism-2023-imagines-future-vacations
Predictions
Charles Goddard, Asia Pacific Editorial Director, Economist Intelligence
Unit, speaking at the ALTM Ultratravel Forum, said that China, despite
the crisis, and because of economic stimulus packages, had continued to
grow in the last 18 months by between 8% and 9%. This shift would be
even more dramatic if China became more consumption driven as opposed
to export led, and this was beginning to happen.
Asia was the growth market par-excellence with 50% of global
consumption being centred in the region in the next 4-5 years. An explosion
in travel would be an offshoot of this phenomenon, he said.
Source: Travel Daily News Bullish growth for inbound and outbound travel in Asia Pacific and China, June 2010
http://www.traveldailynews.com/pages/show_page/37535-Bullish-growth-for-inbound-and-outbound-travel-in-Asia-Pacific-and-China
Future of Travel and Tourism
1. Keeping it local. If trends in energy, economy, and environment continue, then
traveling long distances for recreation will become more rare. In order for the resort
community to maintain a market, they will need to cater more to a local clientele. This
is captured in the concept of the 10-kilometer hotel, one whose prime customers
come from the local area for a respite.
2. Alternative transport. In 2009 a newspaper in Seattle featured a photo of a local
organic farmer delivering his wares via sailboat to the docks in Seattle. He calls it the
no-oil food. In the travel and tourism industry this kind of move will be and is being
mirrored as people seek out non-motorized experiences like biking through France, or
taking trips by sail. Over the longer term, again depending on how energy,
environment, and economic trends play out, it is likely that tourists will seek out
slower, less energy intensive, even zero-fossil fuel energy experiences.
Source: Futurist Future of Travel and Tourism ,by Glen Hiemstra on 01/07/09
http://www.futurist.com/2009/07/01/future-of-travel-and-tourism/
Future of Travel and Tourism
3. Destination evolution. This trend is underway, as destination resorts focus on
becoming greener and more sustainable, more local in their attraction, more astute in
their use of information technology for advertising and for management, and more
knowledgeable of market trends via research.
4. New whys of travel. It is said that there is graffiti from ancient tourists on the
monuments in Egypt. People have always and will always travel to see new places
and people, even if they have to walk or ride an animal to do so. That is not going to
change. But, one more time depending on how the converging trends play out, we
may see a return to the why of travel being for two primary purposes to visit family,
and to seek new adventure. Business travel may decline as 3D-net technologies
become robust, and distance travel may decline as economic and environmental
imperatives demand. Local travel may fill the need for reconnecting with yourself and
recharging the batteries. In fact making that a focus of what you offer in the travel and
tourism industry may be one key to the future.
Source: Futurist Future of Travel and Tourism, by Glen Hiemstra on 01/07/09

http://www.futurist.com/2009/07/01/future-of-travel-and-tourism/
Future
Customers
Changing European Ethnicity
Preference for Rail over Air
66% - Europe
18% - USA
Trends
Concierge services are set to make a
rise across the mid market travel
sector according to Euromonitor
International, who released their
results for the 2010 global travel
trends at the World Travel Market in
November 2009
Kuoni are one company set to offer
customers concierge options. Andrea
Mueller, Communications Manager for
Kuoni said; "Today people are
overwhelmed by information on travel
and tourism services and need more
guidance. Concierge services will play
and important role in helping them
make intelligent choices based on their
individual needs".
Source: World Travel Guide, November 2009
http://www.worldtravelguide.net/news/3551/news/Global-travel-trends-2010.html
Simple Identity
The Global Financial Crisis (GFC) plummeted the value of the High Net Worth
population by US $32.8 trillion or 19.5% according to the World Wealth Report (2009)
published by CapGemini and Merrill Lynch, so the rich are less rich.
Writing in the Harvard Business Review, Paul Flatters and Michael Wilmott argue that
in most developed economies pre GFC, that the precession consumer behaviour was
the product of 15 years of uninterrupted prosperity, driven by growth in real levels of
disposal incomes, low inflation, stable employment and booming property prices.
As such, new consumer appetites emerged in which the consumer could afford to be
curious about gadgets and technology, in which tourists shelled out for enriching and
fun experiences on exotic locations. Where they could afford several holidays a year
and rent premium experiences such as hiring a Ferrari for the weekend in exotic
locations like Japan.
The GFC changed that, propelling tourist trends into slowdown, halting or even
reserving the trajectory of growth in world tourism.
Source: Tomorrows Tourist Simple Identity, 2009
http://www.tomorrowstourist.com/simple_identity.php
Simple Identity
So, is this a sample of the future, an era of the pension crisis, scarcity of oil, inflation
and falling levels of disposal income in which tourism expenditure falls year on year?
If so, what will the future tourist look like? Rather than having a fluid identity it will be
more akin to simplicity.
During an economic slowdown, tourists tend to travel less, stay nearer home
(increase in domestic tourism) and seek simplicity such
as exploreworldwide.com value based holidays focusing on basic facilities, meeting
locals, lots of free time and cheap in exotic locations throughout the world. This trend
is accelerated in a scenario of falling incomes as a simple and functional product that
will suffice. A simple identity means that offering advice becomes extremely
important, whether its website's farecast.coms ,which advises travellers of the
optimal time to purchase an airline ticket or price comparison technologies which are
found on many online booking services.

Simple Identity
Research by the Trajectory Group highlights that affluent consumers have revealed
mounting dissatisfaction with excessive consumption. Many desire a wholesome and
less wasteful life. As such, there is a desire to get back to nature, something that is
tranquil, basic, rooted, human and simple (Yeoman 2008). As a consequence, the
desire for more authentic and simple luxury experiences accelerates. An example of
simple luxury, are tree house hotels which offer a unique experience in a natural
setting. A new experience which is not seen as conspicuous consumption, but overtly
inconspicuous.
In a simple identity, ethical consumption declines as paying a premium for a
Starbucks coffee falls by the wayside, even if they use organic coffee which supports
children in a third world country. From a tourism perspective, many of the ethical
tourism projects in third world countries such as Africa and India which depend on
independent travellers will suffer.

Simple Identity
Tourists also have become canny at searching for bargains which economists call
mercurial consumption, whether it is using price comparison software, or grabbing
last minute offers from websites such as grabaseat.co.nz which offer last minute air
travel deals to New Zealand consumers, or 5pm.co.uk which offers diners the chance
of discounted meals after 5pm that evening. Technology and social media network
enabling purchasing strategies, further accelerate this trend of mercurial
consumption.
Attitudes to travel also change, as tourism has to compete with other forms of leisure
expenditure, whether it is the latest technology gadgets or virtual holidays. There is a
generation of Japan youth who prefer their X-Box than climbing Mt Fuji. The desire
for new experiences is more about insperience, where technology provides a better
experience than in which consumers desire to bring top level experiences into their
domestic domain.
A simple identity is all about simplicity seeking, thrift, green yet mercurial tourists will
hold tourism business and brands accountable. In a world of scarcity of resources
this scenario becomes the norm.

Market Pain Points
Market Pain Points
Research on passenger dissatisfaction reflects the obvious issues that
make air travel difficult. Three main areas represent the majority of
passenger complaints: service disruptions, long check-in lines and baggage
issues. Through the adoption of new communication techniques and
internal systems that take advantage of advanced technology and shared
information, airlines and airports can improve their delivery of services
focusing on these three primary passenger pain points.
Airlines and airports are challenged with updating their operational systems
to eliminate unnecessary manual step whilst interconnecting existing
information silos to better manage the entire passenger experience.
Integration between Departure Control Systems (DCS), Passenger Service
Systems (PSS), Baggage Reconciliation Systems (BRS), and airport
services can provide improved passenger processing. Delivering services
on advanced mobile devices will help all entities be more efficient and
operate with lower costs.
Source: Amadeus, 2011 http://www.amadeus.com/airlineIT/navigating-the-airport-of-tomorrow/docs/Amadeus-Navigating-the-Airport-Of-Tomorrow-
2011-EN.pdf
Market Pain Points
What Passengers Want
As a result of social media-inspired discussion, and with the assistance of
London City Airports sales director, Bernard A. Lavelle, Future Travel
Experience reveals the views of passengers themselves on what they really
want from the airport of the future.
As outlined in the chart, the aspect that can most improve the passenger
experience on the ground is high-quality signage, communications and staff,
with almost a third of all respondents highlighting this as a vital passenger
requirement.
The second most common request was free Wi-Fi in the terminal building,
while improved facilities, processing and queues, and an enhanced security
process are also prominent on the passenger wish list. Airport layout was
also identified as an area that can make a telling difference to the overall
passenger experience.
Source: Future Travel Experience, May 2011 http://www.futuretravelexperience.com/2011/05/what-do-passengers-really-want/

What Passengers Want
Source: Future Travel Experience , May 2011 http://www.futuretravelexperience.com/2011/05/what-do-passengers-really-want/

Emerging
Customers
Tracking the rise of the middle class across the BRICs and N-11:
Share of population with incomes between $6,000 and $30,000 in
PPP terms (Goldman Sachs)
2009 (%) 2015 (%) 2025 (%) 2040 (%)
Brazil 46 52 59 57
Russia 71 71 56 29
India 6 16 46 89
China 37 59 75 53
Korea 67 46 23 7
Bangladesh 0 1 5 38
Egypt 39 57 84 82
Indonesia 16 29 57 87
Iran 70 77 73 41
Mexico 61 65 65 49
Nigeria 6 9 18 42
Pakistan 9 13 22 49
Philippines 15 23 40 69
Turkey 79 81 70 35
Vietnam 7 21 51 84
Source: Goldman Sachs, August 2009 http://www2.goldmansachs.com/ideas/demographic-change/power-of-purse-doc.pdf
Primed for More Travel
Source: Airbus Global Market Forecast 2010-2029, December 2010

http://www.airbus.com/fileadmin/media_gallery/files/brochures_publications/Global_Market_Forecast/Airbus_Global_Market_Forecast_-_2010-
2029.pdf
Source: Airbus 2009 http://www.airbus.com/en/gmf2009/appli.htm?onglet=&page=
Online Bookings in Asia-Pacific,
2008 and 2011
2008 2011
Australia / New Zealand $6.2B $10.9B
China $6.9B $13B
India $3.1B $5.5B
Japan $11.5B $17.7B
Source: PhoCusWright
Source: PhocusWright cited by Travel Weekly China, India will lead region's online bookings boom January 2010
http://www.travelweekly.com/article3_ektid209470.aspx
China Consumer Report
By the year 2020, China will have a population of more than 1.4 billion people that will
make up a significant portion in the world's consumer market.
The annual disposable income of Chinese consumers is forecasted to increase to
65.4 billion Yuan (US$9.57 billion) by 2020 compared with 15 billion Yuan (US$2.19)
in 2008.
The National Bureau of Statistics of China announced that the country would be
considered a moderately affluent society by 2020, if development trends since the
year 2000 continue. The estimate was made taking into account progress in the fields
of the economy, social harmony, quality of life, democracy and law enforcement,
culture and education, as well as resources and the environment.
Zheng Xinli, Vice-Minister of the Communist Party's central policy research office,
said that taking price changes into account, 55% of the population will be middle
class by 2020, with 78% of city dwellers and 30% of those in rural areas reaching that
status.
Middle class is currently defined as having an annual household income of between
RMB60,000 (US$8,700) and RMB200,000 (US$29,215). In 2008 prices, the annual
disposable income per household will be RMB98,956 (US$14,900) in 2020.
Source: Euromonitor 2009 http://www.euromonitor.com/Chinese_consumers_in_2020_A_look_into_the_future
China and India Entering Era of
Travel
Dun Jidong, spokesman for the China Travel Service notes that GDP per capita has
hit $3,000 in China, a level that industry experts agree sends a signal that the
country is entering a stage of explosive growth in travel consumption. (1)
Share of population with incomes between $6,000 and $30,000 (PPP terms) (2)
2009 (%) 2015 (%) 2025 (%) 2040 (%)

Brazil 46 52 59 57
Russia 71 71 56 29
India 6 16 46 89
China 37 59 75 53
Source: (1) China Daily January 2010 http://www.chinadaily.com.cn/china/2010-01/15/content_9323567.htm

Source (2): Goldman Sachs, August 2009 http://www2.goldmansachs.com/ideas/demographic-change/power-of-purse-doc.pdf
Source: Goldman Sachs Is this the BRICs Decade? May 2010
http://www2.goldmansachs.com/ideas/brics/brics-decade-doc.pdf
Aviation
Industry
Outlook
International Passengers in 2014
Source: IATA 2010, Markets in 2014

http://www.iata.org/ps/publications/Documents/Example%20-%20Projected%20Top%2010%20International%20Markets%20in%202014.pdf
Freight in 2014
Source: IATA 2010, Markets in 2014

http://www.iata.org/ps/publications/Documents/Example%20-%20Projected%20Top%2010%20International%20Markets%20in%202014.pdf
Aviation in 2029
Source: Airbus Global Market Forecast 2010-2029, December 2010

http://www.airbus.com/fileadmin/media_gallery/files/brochures_publications/Global_Market_Forecast/Airbus_Global_Market_Forecast_-_2010-
2029.pdf
Future Demand
Passenger air traffic is forecast to double by 2030 as 12 billion of us take to
the skies. So what will the massive airports of the future look like?
One theory being discussed is that the future city will be an aerotropolis,
with the airport at its heart rather than stationed far away from the centre
important if the city is to connect effectively to the global economy. In much
of the western world, airports were developed years ago, when air travel
was a luxury form of transport for the privileged. Now, of course, its a mode
of mass traffic, requiring different capacity solutions.
Songdo, South Korea, is an example of a city built from scratch at a cost of
$40 billion with an airport in the centre.
Dubai is rapidly expanding its airport for A380 traffic, where first-class
passengers on the buildings upper level will be able to transfer direct to the
upper level of the A380 aircraft.
Source: TTG Nordic, 2011 http://www.ttgnordic.com/news/item/429-a-look-at-the-super-airports-of-the-future

Future Demand
Nearby in Dubai, another gigantic airport, Al-Maktoum International, will
eventually have five runways and enough capacity to make it double the
size of the biggest airport around today. The first runway is already
operational for cargo and passengers will be able to fly there by the end of
2011.
But developers are wary of building a future airport that is too big, creating
long distances for passengers to walk between flights and concerns over
the logistics and security of having large numbers of people crammed
together. The key to this is to arrange connecting transport links such as
trains or cars to be as close as possible to the plane.
In the Middle East there seems to be an airport capacity race. In Europe, its
the contrary; it is extremely difficult for many airports to develop enough
capacity to handle the forthcoming explosion in air travel. Projects like Berlin
Brandenburg Airport, due to open in 2012, are few and far between. China,
by contrast, plans to build 78 new airports by 2020. In Europe, there are
plans for five new airports by 2030.
Source: TTG Nordic, 2011 http://www.ttgnordic.com/news/item/429-a-look-at-the-super-airports-of-the-future
IATA Launches Vision 2050
The International Air Transport Association (IATA) called on industry leaders
to look beyond the crisis that buffeted the air transport industry over the last
decade and to strategically define a sustainable future.
Giovanni Bisignani, IATAs Director General and CEO, outlined his vision for
aviation in 2050. We will be very near to zero accidents. We will emit half
the carbon. We will have eliminated queues with integrated systems
ensuring security as we process more passengers. We will operate with
almost no delays in globally united skies. We will share costs and profits
equitably across the value chain. We will be a consolidated industry of a
dozen global brands supported by regional and niche players. And we will
deliver value to investors.
Source: IATA, June 2010 http://www.iata.org/pressroom/pr/pages/2010-06-07-02.aspx

In just over a decade, I can see $100 billion in industry profits on revenues
of $1 trillion. As we move towards 2050, this 10% margin will become even
more robust. This is not just a crazy dream. Before the recession, at least a
dozen IATA members already had 10% margins. We must make this a
much broader reality. Change in all areas is possible. This visionincluding
sustainable profitabilitycan be our future, said Bisignani.
Bisignanis vision for 2050 rests on four cornerstones of change:
Profitability
Infrastructure
Powering the industry
Customer

Profitability: Efficiency gains never make it to the bottom line because
airlines are deprived of the commercial freedom to operate their businesses
like a normal business. Our poor profitability makes every shock a fight for
survival, said Bisignani. He laid the blame on the industrys hyper
fragmentation with 1061 airlines as a result of the bilateral system which
regulates the global aviation industry. The restrictions on international
capital prevent consolidation across borders. The restrictions of the
bilateral system are a dam that holds us back. It is time for that dam to
burst. Governments must act responsibly to ensure safety, security, and a
level playing field. And airlines need the freedom to build efficiencies across
borders, better serve their customers, and achieve sustainable profits to
fund growth and innovation, said Bisignani.

Infrastructure: Infrastructure must be reshaped around the needs of
airlinesthe core of the industrys value chain. Airports should compete for
airline business based on efficiency. Commercial revenues will drive their
business. I can see airports paying airlines to bring shoppers and airport
revenues funding the air traffic management system, said Bisignani.
Air traffic management must also change. I can see ten global air
navigation service providers (ANSPs) replacing the current 180 at half the
cost, said Bisignani. The Single European Sky (SES) would be the first of
the ten global ANSPs. But we need real leadership to replace the
uncoordinated bureaucratic mess that Europe is today, said Bisignani,
pleading for a date to achieve the $6.5 billion (EUR 5 billion) cost savings
that the SES promises. After 20 years of waiting, we are fed up. Heads of
governments must set a date and deliver, said Bisignani.

Powering the Industry: Todays jet fuel cannot sustain air transport in the
long-term. We must find a sustainable alternative and our most promising
opportunity is bio fuels, which have the potential to reduce our carbon
footprint by up to 80%, said Bisignani. After successful testing by airlines,
certification is expected within a year. Bisignani urged greater support from
governments. Too often governments are only committed to environment
when it means grabbing cash. Governments should be investing in biofuels
and green technologies. Local production with jatropha, camelina, algae, or
even urban waste will open up economic opportunities in virtually any
location. Not only will this secure a future power source for our industry, this
will also break the tyranny of oil and drive economic development in all parts
of the world.

The Customer: The customer is at the center of our future vision. By
2050, we will have 16 billion travelers and handle 400 million tonnes of
cargo. In just a couple of decades, we will see the middle class nearly triple
from the 1.3 billion today to 3.5 billion peoplea quarter of which will be in
India and China. Accommodating that growth efficiently will be a challenge
for all parts of the value chainairports, air navigation service providers,
manufacturers and governments. The solution must be strategic and
aligned, said Bisignani.
Bisignani noted that the air transport industry must engage its 2.4 billion
passengers to change governments over-regulate and under-appreciate
attitude. To turn our customers into industry activists, we must improve the
value proposition of price, speed, and quality. We have reduced the price of
flying by 40% since deregulation. But as we made travel more accessible,
speed and quality suffered. The infrastructure has not kept pace, resulting in
delays both in the air and on the ground. New security procedures created
new hassles. Our challenge is to gain the support of customers in
demanding change from the governments, said Bisignani.
EUROCONTROL: Long Term
Forecast
Future air traffic will be limited by capacity at the airports, 0.7-5.0 million
flights will not be accommodated in 2030, 5%-19% of the demand. The
congestion is now lower than in the forecast two years ago. The recent drop
in traffic has given the system some extra years to react and adapt but once
the limits are reached the number of unaccommodated flights increases
quickly. Congested airports create pressure on the flow of operations in the
network and will exacerbate delays.
Even with airport capacity restrictions airports will grow. In 2030, there will
be 13-34 airports as big as the top 7 are now. Some of the faster growing
East-European airports will join the top 25. European hubs will be faced with
competition from hubs outside Europe, primarily in the Middle-East.
Source: EuroControl, 2010 http://www.eurocontrol.int/statfor/gallery/content/public/forecasts/Doc415-LTF10-Report-Vol1.pdf

Forecast
Source: Eurocontrol, 2010 http://www.eurocontrol.int/statfor/gallery/content/public/forecasts/Doc415-LTF10-Report-Vol1.pdf

Forecast

Visions of
Tomorrows
Airport
Exploring the Airport of 2030
The importance of generating non-aeronautical revenue streams has also
had a major impact on the recent developments in the aviation sector, and
Alan Lamond, aviation director, Pascall + Watson Architects, explained that
this will continue to impact on future airport models. He said: We are
seeing increased commercialisation of airports and a realisation that you
have to exploit the opportunities presented, and this is done in Western
airports through very intensive retailing. What is increasingly becoming clear
is that, for businesses, theres a distinct commercial advantage in being
based near an international airport. This means that the space around the
airport becomes far more valuable.
Source: Airport Business, July 2010 http://www.airport-business.com/2010/07/exploring-the-airport-of-2030/

Siemens Airport Lab
Inside Siemens airy, 90,000-square-foot glass and steel structure in
Germany is an entire infrastructure of an airport, minus only the planes,
runways and control tower.
Nearly every aspect of airport operations is tested and developed here, from
high-tech baggage handling and fleet-management systems to wireless
passenger check-in and 3-D security.
The airport center, built in 2005, houses real-time, check-in counters, a
parking guidance system, a control center and a luggage conveyor with belt
and tray conveyors stretching more than 6,000 feet. The baggage system
can handle 30 million pieces of luggage per year. (In Germany, only Munich
and Frankfurt airports have larger systems.)
On the passenger side of the terminal, a prototype system is being fine-
tuned that would allow travelers to check in using only their mobile phones.
Once a passenger makes a phone call to check in, the system then sends
back a bar code that displays on the mobile phones screen. Special readers
at the airport then scan and print out boarding passes.
Source: ABC News, May 2010 http://abcnews.go.com/Travel/siemens-dreams-airport-future-germany/story?id=10629236
Siemens Airport Lab
Also being tested in the lab are new fingerprint and facial-recognition
systems as Siemens targets the ever-expanding need for better security at
airports everywhere.
Iris scans, fingerprint-based IDs and 3-D face digitization are all being
tested here as part of the company's development of cutting-edge
recognition and security systems.
One area developed by Siemens that is already being employed at airports
from Seoul to Denver is a baggage system that employs radio-frequency
identification or RFID technology.
The RFID tags are applied directly to baggage and are a much more
efficient way of identification and tracking luggage using radio waves.
More than 3.1 million missing baggage reports were filed in the United
States alone in 2009, according to the Air Travel Consumer Report
produced by the U.S. Department of Transportation.

Siemens Airport Lab
Siemens says the radio wave technology will eventually replace bar-code
tracking systems now employed at many airports because it allows bags to
be instantly updated with changes to a passengers flight or security status.
That should drastically lower the risk of the dreaded lost luggage nightmare.
From check-in to loading on an aircraft it allows more useful data to travel
along with the bag.
Airport systems make up about 2 percent of the company's $100.7 billion
annual revenue. But that number is expected to rise as the need for better
airport technology surges along with the number of air travelers.

Visions of the Future
EADS Innovation Works (IW), the corporate network of research centres of
EADS, and Altran, an international advanced engineering and innovation
consulting group, are jointly working on projects supporting the long-term
evolution of the air transport industry.
The goal of a recent study was to create revolutionary airport concepts.
EADS IW and Altran organised workshops with representatives of airlines,
airports, air traffic management and aircraft manufacturers as well as
representatives of other transport sectors.
It was recognised that, for short and medium flights, future passengers'
experience will play a significant role in the competition between aviation
and high-speed rail transport.
This research contributes to the goals set forth in the European
Commission's report 'Flightpath 2050 - Europe's Vision for Aviation', whose
target is for 90% of travellers in Europe to be able to complete their journey,
door to door, within four hours.
Source: Airport Business, June 2011 http://www.airportbusiness.com/online/article.jsp?siteSection=1&id=45675

Intermodal transfers will be seamless and final destinations are to be reached
smoothly, predictably and on time while accommodating the increasing
demand for air travel. 'These concepts put passengers at the heart of the air
transport system. The result is a passenger-friendly experience and lean
processes which we have labeled 'Friend- Lean Airport of the Future',' said
Guy Gallic, head of the Technical Capability Centre 'Innovative Concepts and
Scenarios' at EADS IW. 'In future, we will speak not only about infrastructure
but about an 'extended door-to door experience'.
The airport terminal will become a lean step in the journey towards co-modal
and connected travel,' explained Sebastien Renouard, Executive Director
AeroSpace & Defence International at Altran.
On an average day in 2010, 6.5 million passengers flew an average of
2,000km on one of 14,000 commercial jets.
By 2050, the number of passengers per day will increase to roughly 44 million
globally. Beyond 2040, the study aimed to find revolutionary airport concepts
capable of handling 25-100 million passengers per year.
Eye to the Sky
The following three concept from EADSs were selected and elaborated in
more detail.
The 'Eye to the Sky' concept.
The aircraft traffic area is located above the terminals, while the flow of
passengers through the terminals to their planes is vertical. From arriving at
the airport to reaching their seats on the plane, passengers use spiral
ramps that link every level of the airport. This concept focuses not only on
infrastructural design but also on solutions for guiding passengers through
an augmented reality information system. A mobile device would connect to
the airport network and act as a portable personal guide to help people find
their way at the airport. Lean security systems based on new technologies
would also be embedded.

The 'Passenger Airport Shuttles (PAS)' concept.
With a predicted time of at most seven minutes to get from anywhere in the
airport to any Skygate, passengers can choose to spend more time at the
airport's central terminal facilities or they can arrive at the airport less than
10 minutes before departure and still catch their flight.
In this decentralised approach, passengers are moved in Passenger Airport
Shuttle vehicles which are guided by an automated central airport control
system. An identification function ensures that passengers and their travel
data are recognised by the control system as soon as they board, and the
vehicle then offers them a transportation and information service dedicated
to their specific needs. Aircraft will be docked to a 'Skygate', a minimal
building that forms the interface between the aircraft and the PAS. Baggage
will be handled at the Skygate, reducing the baggage deposition and
retrieval times to a minimum.

The 'Extended Airport' concept
The Extended Airport concept addresses the vision of providing a door-to-
door travel service in the literal sense by extending the transportation
service so that passengers (or just their luggage) are picked up at their
home or office. In this vision, air transport and airports are fully integrated
with other transport modes. The proper competition and collaboration
between modes of transport are ensured by a transport planner on the user
interface where passengers can plan their trips. It will take many revolutions
in the air transport sector to create solutions that deliver on the ambitious
objectives set forth by the European Commission's FlightPath 2050.

User Friendly Terminals
Munich Airports new InfoGates allow passengers to obtain quick and
detailed information to help them navigate around the terminal.
Passengers using the InfoGate can simply push a button, which connects
them immediately to an information service representative via
videoconference.
Six InfoGates are already operational in the public and non-public areas of
the airport, and 17 Interactive InfoGates are positioned at key crossroads
throughout the terminals.
These consist of touch-screens mounted on pillars, offering a full range of
information on services, shopping and dining at the airport.
Source: Future Travel Experience, June 2011 http://www.futuretravelexperience.com/2011/06/munich-airports-infogates-offer-improved-

wayfinding/
Future of Airports
David Holm, Principal Architect, Woodhead, explained that retail,
commercial, advertising and other forms of revenue generation will be
crucial within the development of terminals of the future. Not only do these
forms of commerce provide funding incomes, they also play a key role in
crafting the unique character of the place and in enhancing the total
journey experience. It is our design view that retail and commercial
developments and strategies must be incorporated at the earliest phases of
project planning. In this way, the form of a new project is designed from the
inside out in harmony with the outside in pressure applied by the equally
crucial requirements of exterior aircraft planning, he said.
At the Check-In 2010 Conference in Las Vegas, Holm referred to four key
themes:
Source: Future Travel Experience, March 2011 http://www.futuretravelexperience.com/2011/03/the-airport-of-the-future-2020-

thinking/
Future of Airports
Urban Catalyst Innovative civic and transport leaders are now seeing
airports and their surrounding and supporting infrastructure, often referred
to as airport cities, as the catalysts of urban growth and often regeneration;
a key part of the c21st polycity concept.
Civic Buildings The contemporary airport within the c21st polycity is

todays crossroads celebrating trade and community gathering. As such the
urban structure and the built forms of the airport must stand as civic
buildings respected by the community and designed with a sense of
community, flexibility and longevity.

thinking/
Future of Airports
Sense of Place Our design projects endeavour to make the subtle
connection between context, place making and built form in order to weave
our built form into the community within which it exists.
Total Journey Experience The transport node, whether it be a domestic

or international airport or multi-modal station, has existed as an evolutionary
control at the edges of regions or borders. As such the node has performed
a variety of functions, ranging from service industries to authority
procedures. This variety of stakeholders has many functions to address,
though all conjoined represent the overall brand and experience of the
transport node.
It appears clear that a consistent approach towards design provides the
passenger with a coherent total journey experience throughout their
incoming and outgoing experiences as a traveller.

thinking/
Exploring the Airport of 2030
The impact of a master plan, which often outlines a blueprint for the airport
with a vision for the next two decades or more, is the most integral part of
the planning process and can often provide an idea of how airports will
continue to develop in the mid-to-long-term.
Curtis Fentress, principal-in-charge of design, Fentress Architects, said:
With master plans you almost need a crystal ball. You have to design for
flexibility, which can accommodate for future needs even though you dont
know what these will be. Flexibility really is key and I think that because of
this, you will see more airports with column-free buildings. At LAX weve
designed large, column-free buildings so that were completely flexible for
any future developments. This is even something that you can see in the
design of Denver International Airport, which has just celebrated its 15th
birthday.

The Intelligent Networked Airport
A passenger-sensing, self-organising unified network to track the location of every
passenger and bag in the terminal will feature in future airports.
Its not much fun sitting in an airport waiting for a plane. But might it be less of a
chore if you could download your in-flight films in the departure lounge? Might you
even pay for the service? If you find that airport bars usually serve the best antidotes
to tedium, would you be glad to know that a nearby display can detect your presence,
prompt you when your gate number changes and provide clear directions to it at
drinking-up-and-boarding time?
Its being developed by scientists from the University of Cambridge, University
College London, and the University of Leeds. The idea is to tidy up the tangle of wired
and wireless networks used in most modern airports by installing a single
infrastructure that can handle GSM, 3G, Wi-Fi and RFID communications, as well as
locating every person and piece of baggage in the building.
Source: The Institution of Engineering and Technology, July 6th 2009

http://www.nytimes.com/2009/06/14/magazine/14searchgrimshawside-t.html
TINA - The intelligent networked airport
For instance, can we solve problems like bags being in one place but the passenger
not showing up, or a passenger being on an airplane and not knowing where their
bags are? asks Jon Crowcroft, Marconi professor of communications systems at the
Cambridge University Computer Laboratory.
Organising a buildings network infrastructure in this way could also create
opportunities for airport operators to generate money.
In an airport environment, where in-building communications systems [such as Wi-
Fi] are often used to generate revenue for the airport operator, the adoption of such a
technology could lead to some interesting innovation with regard to the commercial
models under which airports operate, says Justin Trevan, a consultant at the
communications division of Arup - an engineering consultancy well known for its work
on airports, including Heathrows Terminal 5 and Dubai International Airport.

To track people and assets, researchers are looking at both active and passive RFID
tags, locating the active tags by comparing the different time delays of the transmitted
signals as they arrive at neighbouring antenna units, which are typically positioned
tens of metres apart.
Being battery-powered and expensive, active RFID tags would only be suitable where
they could be re-used and recharged, such as when issued to members of staff or
applied to airport vehicles. In contrast, passive RFID tags could be printed cheaply on
disposable paper boarding cards or luggage labels, given to every passenger and
attached to each of their bags. In Hong Kong airport, luggage is already labelled with
bar-coded passive RFID tags that are read (by conventional short-range means) with
two antennas placed either side of the luggage conveyer belt.
Source: The Institution of Engineering and Technology, July 6th 2009 http://www.nytimes.com/2009/06/14/magazine/14searchgrimshawside-
t.html
Zinwave application
A long-range passive RFID sensing scheme is novel and technically difficult.
However, Sithamparanathan Sabesan, Michael Crisp, Richard Penty and Ian White at
the University of Cambridges department of engineering, have found a way to reduce
the fading and improve the accuracy of RSSI techniques, using an optimised Zinwave
radio-over-fibre hub with multiple antennas.
The first challenge was getting the range up to 20m. The second, which were still
working on, is the resolution at that range. Weve got the location accuracy down to
around 2m, but wed like to do better, said Professor White, head of photonics
research in the electrical division of the department of engineering at Cambridge.
Tracking every single passenger anywhere in the building all the time may not be
feasible with passive RFID tags. But the technology could indicate if a passenger has
moved from one space to another, maybe from a lounge to a bar, which is enough to
target a message to a nearby display, page them, or send someone to find them.
Source: The Institution of Engineering and Technology, July 6th 2009 http://www.nytimes.com/2009/06/14/magazine/14searchgrimshawside-
t.html
Network architecture specifications
The basic TINA network architecture is being designed to support a terminal with
typically 1,000 fixed and 500 mobile video cameras (demanding 10Gbit/s of
bandwidth); 500 displays (10Gbit/s); 500 biometric scanners (10Gbit/s); private and
public fixed and wireless LAN (20Gbit/s); cellular services (10Gbit/s); TETRA and
private radio (500Mbit/s); as well as passive RFID (300Gbit/s) and active RFID
(5Gbit/s). These figures, which include projections for future demand, are based on
input from BAA and other companies involved with the network installations in
Heathrow Terminals 4 and 5.
The software tool can model and simulate passenger flow, radio propagation delays,
optimum antenna position, and bandwidth requirements to give a top-down picture of
how the network might perform under various circumstances.
In this way, designers can better understand how the flow of people in indoor spaces,
traffic demands and energy consumption constraints might influence different
architectures.

TINA Key Facts
The network will support:
1,000 Fixed and 500 Mobile Video Cameras - 10 Gb/s
500 Displays - 10 Gb/s
500 Biometric Scanners - 10 Gb/s
Private and Public Fixed and Wireless LAN - 20 Gb/s
Cellular services - 10 Gb/s
TETRA and private radio - 0.5 Gb/s
Passive RFID - 0.2 Gb/s
Active locatable RFID - 5 Gb/s
Aggregate Mean Rate 65.7 Gb/s; assumed Aggregate Peak
Rate 100 Gb/s
Flexible Terminals
Flexible Terminals
An Austrian company, TMT, has installed a mobile passenger terminal
at Switzerlands Geneva Airport. It is designed as a flexible structure, to
expand and contract airport capacity, depending on demand. With a
growing number of companies providing such facilities driven by the
increasing seasonality of flight operations and the continuing lack of
available finance is the future going to be "temporary and mobile"? Could
this be the ultimate low-cost terminal?
TMTs management stated the terminal can be installed and dismantled
within a week.
Source: Centre for Aviation, February 2011

http://www.centreforaviation.com/news/2011/02/14/upwardly-mobile--airport-terminals-that-match-the-seasonal-nature-of-the-airline-
business/page1
Flexible Terminals
Thomas Melcher, managing director and inventor of TMT The Mobile
Terminal - Melcher has ambitious plans for TMT The Mobile Terminal,
particularly in emerging markets in Eastern Europe, Asia and Latin America.
In the next three years, we are targeting 20 to 25 mobile terminals
worldwide, he said.
Indeed, the effectiveness of the terminal solution during major events in an
airports catchment area means discussions are already underway with the
Russian market with regards to the 2014 Winter Olympics, which take place
in Sochi, and the 2012 European Football Championships in Poland and
Ukraine. TMT The Mobile Terminal is also exploring the possibility of renting
its terminal solutions for short-term periods.
Source: Airport Business, April 2011 http://www.airport-business.com/2011/04/first-tmt-the-mobile-terminal-opened-at-geneva-

airport/
The Airport City
This geographical advantage has led to the rapid rise of the airport city
and, according to Curtis Fentress, principal-in-charge of design, Fentress
Architects, this is likely to become an increasing trend in years to come.
I think you will see more of the airport city, he explained. In the Middle
East, you see a tremendous surge in passenger numbers and there is then
a need for hotels and other services and this is something that we may see
elsewhere in the next 20 years. Airports will become more multi-modal and
the construction of office buildings, conference buildings, air freight facilities,
and even the likes of beauty salons within the actual airport are things that
are already becoming more widespread.
With environmental sustainability now firmly established toward the very top
of the list of priorities within the field of airport architecture, the need to
explore the use of green energy is more evident than ever before.

Airport Cities: Manchester
Airport Cities: Manchester
More than 10,000 jobs could be created around Manchester Airport when it
is turned into a mini city.
The 400m Airport City project was given the green light after the
government named it as one of its first Enterprise Zones.
It is one of 21 designated areas nationwide that will offer tax breaks for
businesses, simplified planning rules and super-fast broadband as part of
plans to grow local economies and jobs by removing barriers for new
companies.
Money raised from discounted business rates in the area will be available to
re-invest in Greater Manchesters redevelopment.
Airport bosses say the Enterprise Zone status means they can start
immediately on Airport City, which is expected to bring 10,500 full time jobs
13,000 in total over the next 10 to 15 years. A 60-acre site, centred
around Manchester Business Park to the north of the airport, will introduce
new offices, hotels, shops and manufacturing space.
Source: Manchester Evening News, March 2011 http://menmedia.co.uk/manchestereveningnews/news/s/1416306_manchester-airport-
enterprise-zone-will-generate-mini-city-with-10500-jobs
Airlines and
Aircraft
Futures
Impact of Consolidation
Impact of Consolidation
The airline industry continues its consolidation trend: in

Europe things started with the Air France-KLM merger in
2004, soon followed by Lufthansa-Swiss.
The action continues with SN Brussels, BMI and Austrian
taken over by Lufthansa, Air France-KLM buying a
significant stake in Alitalia and getting full control of the
Dutch leisure and cargo airline Martinair and FlyVLM.
British Airways and Iberia have completed a merger.
Airlines are likely to continue consolidating aligning their

products for their passengers: pricing, loyalty programs,
joint check-in areas.
Shifting the Goalposts
Booz suggests ,that airlines must take an objective, data-driven look at
their business models and cost structures, challenge existing assumptions,
and provide CEOs and program managers with the analysis they need to
take decisive, innovative, and informed action.
One measurement whose validity should be actively questioned is the
ubiquitous metric of the airline industry, cost per available seat mile
(CASM). Although it is an interesting data point, CASM is not the most
relevant gauge for determining the success of an airlines business model
because it focuses solely on the cost of supply and not on demand. We
believe that a better metric would be cost per passenger seat mile, which
would calculate the expense of operating the seats that travelers are
actually willing to purchase.
Source: Booz & Co, 2008

http://www.booz.com/media/uploads/Future_of_Green_Aviation.pdf
Examining operating costs through the prism of demand, and augmenting
that data with CASM, would reveal the routes and schedules, types of
travelers, and overall markets worth serving, as well as what types of
aircraft to put into service.
One result of this approach could very well be a rethinking of the hub-and-
spoke business model, a sharp rejection of the status quo that could
produce vastly improved results for the industry.
Source: Booz & Co, 2008

http://www.booz.com/media/uploads/Future_of_Green_Aviation.pdf
What if?
The aviation industry now uses 5 million barrels of jet fuel every day.
The Air Transport Action Group predicts the biofuel share for aviation will be
15% in 2020, and 30% in 2030.
If this is either optimistic or insufficient, the industry could be in trouble.
Source: Associated Content: Is there a future after peak oil? May 2010
http://www.associatedcontent.com/article/3018604/aviation_after_peak_oil_is_there_a.html?cat=15
Weight Reduction a Core Priority
Future Scenarios for the
European Airline Industry (2015)
Source: Leipzig Graduate School of Management: Center for Scenario Planning Future Scenarios for the European Airline
Industry. 2010
Network Fortress describes a future, in which the European network carriers
have regained a strong competitive position in both the long-haul and the
intra-European market. The recession of 2008 and 2009 was followed by a
quick economic recovery, which increased corporate travel budgets again in
2012. In turn, the demand for low-cost travel stagnated in favor of high
quality and convenient travel, which led to growth in the more profitable
business and first class segments. The growing long-haul market
connecting Europe with the booming ASEAN region and China is dominated
by European airlines, which can operate from a largely protected European
market to which competition from Asia and the Middle East had only limited
access to due to restrictive traffic rights legislation.
Source: Leipzig Graduate School of Management: Center for Scenario Planning Future Scenarios for the European Airline Industry.
2010
Europe under Siege describes a world in which Asian and Middle Eastern
competitors dominate the future of European network carriers. Despite
growing business travel based on solid economic growth in Europe, the
industry faces severe competition, also in its home market. However, low-
cost carrier have not been able to continue their growth seen in the first
decade of the new millennium as customers became increasingly aware of
the total cost of flying low-cost. "New World", a new alliance by Middle
Eastern and Asian airlines was formed in 2012 focusing on capturing the
growing demand for high quality air travel around the world. The alliance
also partners with a major European airline to gain easier access to the
attractive European market. With their new fleet and superior service
offering, the alliance has quickly gained market share and is expected to
continue its growth.
2010
Decline of Champions describes a world that is characterized by declining
European network carriers struggling to survive the intense local and global
competition. While Europe and the United States of America are again in
the middle of an economic crisis, Asia is flourishing. The recession in the
western world has led to a shift in the mindsets of business and private
customers towards a strong price orientation. European network carriers
therefore are under heavy pressure from both European low-cost rivals and
strong Asian and Middle Eastern competitors on long-haul routes. These
companies have grown significantly in recent years due to favorable cost
position, innovative product and high client recognition.
2010
New Horizons refers to a world in which Europe is still struggling with the
aftermaths of the financial crisis, which originated in 2008 and 2009. Thus,
business travel has been cut to a minimum as companies face severe cost
pressure. In addition, an increasing market share of this shrinking segment
is captured by low-cost airlines. While Europe is still faced with the
aftermaths of an economic crisis, the ASEAN region together with China
has developed into the most vibrant business area worldwide, which has
increased the demand for long-haul flights to and from Asia tremendously
over the last 5 years. These traffic flows are dominated by European
carriers, which benefit from political protection of the sector in Europe and a
growing customer sentiment to buy 'European'.
2010
Cost Comparison of Carriers
2010
Future Scenarios for European
Airline Industry
2010
Scenario: Network Fortress
2010
Scenario: Europe Under Siege
2010
Scenario: Decline of Champions
2010
Scenario: New Horizons
2010
Impact/Uncertainty Grid for
European Airlines
2010
Training Needs
Boeing predicts that nearly half-a-million new pilots and almost 600,000 in
support-staff will need to be trained by 2030 years to accommodate higher
travel demand up from about 233,000 pilots and 100,000
mechanics/engineers who are currently employed by airlines worldwide.
About 40 percent of this increased demand will come from the Asia-Pacific
region. China alone will need 70,600 new pilots over the next 20 years.
Boeing also forecast that on the whole airlines will buy 30,900 aircraft
valued at $3.6 trillion between 2010 and 2029, with more than two-thirds of
that demand for smaller single-aisle jets such as Boeing's 737 and Airbus'
A320.
Source: IB Times, September 2010 http://www.ibtimes.com/articles/63951/20100920/airlines-recession-pilots-boeing.htm

Political/Market Pressures
Air travel has become more competitive and efficient, but is subject to
significant market failures. One is that many passengers, especially
infrequent travellers, know very little about the quality of service of any
given airline. So they are disproportionately influenced by the ticket price,
says Kevin Neels of Brattle, a consultancy. The internet accentuates this: a
ticket that costs only a few dollars more may not show up on the first page
of an online search.
Airlines have little financial incentive to take into account the cost to
passengers of, say, delays. Instead, they cram their planes to bursting,
taking the view that every empty seat is a bundle of money flying away.
When freak weather strikes, they have little spare capacity to replace
cancelled flights. So it might make sense for regulators to impose some cost
on airlines when passengers are stranded for a long timeso long as the
cost is not too great.
Source: Economist, January 2011

http://www.economist.com/research/articlesBySubject/displaystory.cfm?subjectid=348873&story_id=17857391
Mr. Neels also worries that airline bosses financial incentives make them do
things that yield short-term profits but risk harming their firms reputations.
They cut costs by skimping on service, for example. They may even
economise on safety. There is concern among regulators that some pilots
are now paid dangerously little.
Airlines are operating in a mostly deregulated market, but they are using
infrastructure that is largely government- owned and heavily regulated.
Even as the number of flights and flyers has soared, the airports that must
accommodate them have been neglected. Market forces have not been
allowed to allocate access to scarce infrastructure more efficiently. A system
of peak pricing for landing slots, for example, would ease congestion in
good weather and bad.

Instead of market forces, there is massive political interference. Gleaming but empty
airports are built in places represented by powerful politicians. Security checks are
excessive because no politician wants to be blamed if a terrorist gets through. New
technology that would allow more planes to fly but put air-traffic controllers out of work is
blocked by unions. The aviation system is collateral damage to the political problems we
are seeing in all mature democracies, says Michael E. Levine of New York University, a
longtime proponent of deregulation.
When bad weather strikes, market forces could determine which passengers and flights
should go first, says Mr. Levine. For example, airlines could bid for the right to be prioritised
in the event of an airports capacity unexpectedly being cut. Passengers would then be
able to choose (and pay more for) an airline that is less likely to leave them stranded for
long. That would reveal the currently hidden costs of congestion and increase the likelihood
of airlines competing on service quality as well as on price.

New Model Virtual Airlines
IBS chairman & CEO V K Mathews -What is most striking is that even in
2010, 80% of the time cargo is waiting to be moved at some location and
only 20% of the time it is actually moving. Its clear to see how much of an
improvement in efficiency is yet to be achieved.
What that means is extra cost, because cargo idling at some location adds
to inventory holding cost, and what the situation should spur is a new
dimension to capacity usage utilising the benefits of technology.
The IBS chief feels there has, for long, been a focus on the cost side, and
that it ought to shift to the value side, enabling companies to tap more value
than merely eking out savings through cost arbitrage. He winces at the
present situation in which aircraft, which are million-dollar assets, idle
frequently and are utilised suboptimally , all for want of adequate tech
support for optimisation and rationalisation of their usage.
Source: Economic Times, September 2010

http://economictimes.indiatimes.com/opinion/comments--analysis/virtual-airlines-future-of-aviation/articleshow/6633586.cms
In fact, the question should be whether an airline company should be
handling all the components involved in passenger or cargo movement. The
future will belong to virtual airlines, a concept in which about five major
global entities would take up the business of flying aircraft in large numbers
around the world and the airlines that we know of today will be able to use
that capacity to run services under their individual brands.
Mathews says there are compelling reasons to adopt this model. First, there
will be economies of scale as the few companies that operate aircraft will fly
massive numbers of planes as against multiple airlines flying far fewer
numbers of aircraft today. Secondly, the virtual airline concept will help
those in the business of operating branded travel services to operate
without the massive fixed cost component of owning aircraft, and instead
operate with variable costs.
Thirdly, the aircraft-flying companies can better internationalise their costs,
like using pilots from different parts of the world, as against the current
practice where pilots are restricted in aircraft use linked to their companies.
Source: Economic Times, September 2010
http://economictimes.indiatimes.com/opinion/comments--analysis/virtual-airlines-future-of-aviation/articleshow/6633586.cms
NASA: Flight in 2025
In late 2010, NASA awarded contracts to three teamsLockheed Martin,
Northrop Grumman and Boeingto study advanced concept designs for
aircraft that could take to the skies in the year 2025.
While each design looks very different, the space agency noted all final
designs have to meet NASA's goals for less noise, cleaner exhaust and
lower fuel consumption. "Each aircraft has to be able to do all of those
things at the same time, which requires a complex dance of tradeoffs
between all of the new advanced technologies that will be on these
vehicles," NASA documents stated. "The proposed aircraft will also have to
operate safely in a more modernized air traffic management system."
In addition, each design has to fly up to 85 percent of the speed of sound,
cover a range of approximately 7,000 miles, and carry between 50,000 and
100,000 pounds of payload, either passengers or cargo.
Source: eweek January 2011 http://www.eweek.com/c/a/Government-IT/NASA-Releases-Look-at-Flight-in-2025-523435/

Shape memory alloys, ceramic or fiber composites, carbon nanotube or
fiber optic cabling, self-healing skin, hybrid electric engines, folding wings,
double fuselages and virtual reality windows are just a few of the far-out
conceptual materials passenger planes in 2035 might embody.
Source: eWeek, January 2011 http://www.eweek.com/c/a/Government-IT/NASA-Releases-Look-at-Flight-in-2025-523435/

Futuristic Flight
Futuristic Flight
One of the trendiest topics in aviation is futuristic design and innovation.
While green energy and drone technology are often incorporated into
futuristic plans, more outlandish design quirks are also exciting engineers. A
prime example is Airbus' 2030 Concept Plane, which features elements that
airplanes might have 20 to 40 years from now. Conceptual components
include self-cleaning cabins, smart seats that form to passengers' bodies,
and see-through walls, floors and ceilings. Engineers even imagine
holographic projections that could turn the cabin into a home office or Zen
garden.
The Airbus conceptual plane features extra-long wings, a U-shaped tail and
a highly efficient fuselage.
"It's not a real aircraft, and all the technologies it features, though feasible,
are not likely to come together in the same manner. Here we are stretching
our imagination and thinking beyond our usual boundaries," says Charles
Champion, vice president of engineering at Airbus. Stillthese designs
might provide the keys to safer, greener and more comfortable air travel.
Source: Smarter Technology, July 2010 http://www.smartertechnology.com/c/a/Technology-For-Change/The-Future-of-Aviation-3-Trends-in-
Flight/1/
UAV Flapless Flight
A novel unmanned air vehicle (UAV) which showcases a wide range of new
technologies has successfully demonstrated 'flapless flight' in the UK
The UAV, called DEMON, made the historic flight from an airfield at Walney
Island in Cumbria on Friday 17 September. Developed by Cranfield
University, BAE Systems, and nine other UK universities, DEMON is
designed to be able to forgo the use of conventional mechanical elevators
and ailerons which usually control the movement of an aircraft in favour of
novel aerodynamic control devices using blown jets of air.
Such an approach offers several advantages over 'moving flap' technology
which has been used since the early days of aviation, in that it means fewer
moving parts, less maintenance, and a more stealthy profile for the aircraft.
DEMON's trial flights were the first 'flapless flights' ever to be authorised by
the UK Civil Aviation Authority.
Source: BAE Systems , 2010 http://www.baesystems.com/AboutUs/ShowcaseUAVDemonstratesFlaplessFlight/index.htm

UAV Flapless Flight
The flapless system, developed around a concept called fluidic flight control,
was the result of collaborative work between Manchester and Cranfield
universities together with BAE Systems' Advanced Technology Centre and
was tested in wind tunnels and on models before the full-scale trials on
DEMON took place.
The DEMON is designed to fly with no conventional elevators or ailerons,
getting its pitch and roll control from technologies which rely on blown air
and so requires much fewer moving parts, therefore making it a lot easier to
maintain and repair.
DEMON can fly parts of its mission by itself but, as it is currently an
experimental vehicle, is not fully autonomous.
The shape of the DEMON aircraft is referred to as a "blended wing-body"
configuration.
Source: BAE Systems , 2010 http://www.baesystems.com/AboutUs/ShowcaseUAVDemonstratesFlaplessFlight/index.htm

Drone Flight
Today, unmanned aircrafts are commonly used for war operations in many
countries. But as drone planes grow more capable of performing complex
tasks and carrying passengers, unmanned commercial flight seems to be
on the horizon. In June 2010, the Federal Aviation
Administration announced its two-year plan to bring unmanned flight to the
American skies, possibly in a commercial form. Commercial drone crafts
could mean cheaperand possibly saferflights.
One particularly promising non-combat application of unmanned aircraft is
search and rescue. A team of researchers at Brigham Young University
recently revamped a cheap propeller-driven plane with computerized maps
and cameras that determine the locations of lost hikers. These drones can
find people more quickly and safely than human rescue teams or
helicopters.
Source: Smarter Technology, July 2010 http://www.smartertechnology.com/c/a/Technology-For-Change/The-Future-of-Aviation-3-Trends-in-

Flight/1/
Sustainability
Green Terminals
San Franciscos renovated second terminal is slated to become the nations
first airport terminal to be certified by the U.S. Green Building Councils
Leadership in Energy and Environmental Design (LEED) rating system.
The upgrade is expected to reduce the airports carbon emissions by an
estimated 1,667 tons annually.
The revamped 640,000-square-foot terminal, called T2, will be the new
base for Virgin Americas and American Airlines domestic flights. Designed
by Gensler Architects, T2 also aims to educate SFOs 6 million visitors
about green living.
SFO is setting new standards for sustainability and the traveler
experience, said SFO Director John Martin. T2 has been built to
accommodate todays and tomorrows modern traveler and they expect
sustainability, comfort and convenience. We have found a way to provide all
of those elements here at SFO.
Source: Earth 911, March 2011 http://earth911.com/news/2011/03/07/the-airport-of-the-future/

Green Terminals
Here are some highlights of T2s green features:
Energy savings: T2 will use energy-efficient lighting and other equipment
to reduce the terminals energy use. The bulk of T2s estimated annual
carbon savings will come from energy efficiency: 1,640 tons of greenhouse
gas emissions per year.
Daylighting: T2s design harnesses the suns natural light to reduce the
need for artificial lighting and to make the airports atmosphere more
pleasant for travelers and employees.
Recycling and composting: The renovations contractors, Turner
Construction, have recycled 90 percent of the projects construction and
demolition material. SFO already had an extensive recycling and
composting program and will require all food vendors in the new terminal to
use compostable service ware and compost their food waste.

Green Terminals
Waste reduction: To encourage passengers to travel with reusable water
bottles, T2 will have hydration stations, where visitors can refill water
bottles once they are through security screening.
Water savings: T2s new plumbing fixtures are very efficient, using 40
percent less water than standard fixtures. The terminal also has a dual
plumbing system, so treated wastewater can be used for restroom toilets.
Green dining: Food vendors will offer local organic food whenever
possible.
Green building materials: The renovation used recycled-content flooring,
carpet and tiles to conserve virgin materials and used low-emitting paints to
create excellent indoor air quality. Much of the existing building was reused
in the renovation, which reduced the projects carbon footprint itself by
about 12,300 tons of greenhouse gas emissions.
Access to public transit: T2 will have a pedestrian bridge to connect
travelers with the Bay Areas subway system.
Aviation - Environmental Outlook
The Initial Scenario Set
Potential Emerging Risks
Technology risks: Much of the technology which the industry has developed,
but which is not yet in the market, involves incremental improvement rather
than a step change in performance.
However, if governments take more stringent action on climate change
targets, that could involve reductions in emissions of 60% or more between
now and 2050.
The risk is that the type of technology needed to achieve such reductions
while maintaining substantial aviation volumes would be disruptive rather
than incremental. It is not clear if the industry has a model of how it would
adapt to a radically different environmental policy framework.
Demand management: Similar issues may push governments towards
imposing demand management on airlines, or influencing demand, to
restrict usage. Some of these may also affect scheduling and flight
operations. Again, there appears to be little understanding of how such a
change in approach may affect industry structures and systems.
Capacity issues: Technical capacity issues, such as runway capacity
and air traffic management capability, were reviewed and are captured
above. However, capacity could get restricted through shifting public
attitudes towards the social impact of airports. It is a commonplace of the
urban economics literature that one of the main limits to economic growth is
the ability of public infrastructure to support it (Cambridge is a good
example). Capacity issues may result from social limits as well as technical
limits to supply.
Business model: In two of the scenarios, demand for aviation fell. In
most industries, this would most likely lead some players to exit the
industry. The regulatory structure of the aviation industry makes this option
difficult or all but impossible. This instead encourages economic
competition between airlines which is environmentally damaging, e.g.
pricing in favour of interlining via environmentally inefficient locations. But
little air system and airline planning appears to be about how to manage
environmental aspects of the business in a growing, static or even shrinking
market, or the impacts of this on current regulation.
Climate change: A number of participants observed that some of the
more complex impacts of aviation on climate change were poorly
understood. While this is true, and is an appropriate subject for knowledge
transfer, it is also the case that the industry is extremely unlikely to make an
error if it presses as hard as possible to reduce CO2 and NOx as early as
possible.
Attitudinal shift: As was observed, the Restoration scenario requires
that there is a significant shift in social and public values about the
environment. There were competing views as to the likelihood of this.
However, there have been significant shifts in the UK, and elsewhere, in
each of the last three decades: around smoking in the 1980s; around road
use and road development in the 1990s; and around obesity in the current
decade. In each case, the shift was driven by a combination of NGO
pressure, changing regulatory views (partly driven by changing perceptions
of public cost), and a shift in social perception. In each case, the shift also
involved a change in the way individual choice and consumer choice were
perceived. There are risks for the aviation sector associated with how an
equivalent debate in relation to the environmental impacts of aviation are
perceived, weighed and resolved in society.
Biofuels: How Much Would we
Need to Grow to Power Aviation?
Sq km 3,500,000 3,287,590
3,000,000
2,700,000
2,500,000
2,000,000
2,000,000
1,500,000
1,000,000 809,000
500,000 380,000
68,000 70,000
0
Algae Ireland Montana World Camelina Jatropha India
Annual
Corn Crop
Source: Enviro. Aero , 2009 http://www.enviro.aero/Content/Upload/File/BeginnersGuide_Biofuels_WebRes.pdf

Clean Sky
Flying can become considerably more environmentally friendly -- the
aviation experts from the "Advisory Council for Aeronautics Research in
Europe" ACARE are certain of this. In the guidelines that they compiled for
the European aviation industry, the experts are calling for a 50 percent
reduction in carbon dioxide and noise emissions by 2020; nitrogen oxide
output should be reduced by 80 percent.
To achieve this goal, new structural concepts and aerodynamic profiles
have to be engineered, along with better drive concepts as well as adapted
logistical designs, and then put to use.
Source: Science Daily, June 2010

http://www.sciencedaily.com/releases/2010/05/100510092513.htm
Technology
Horizons
Science and Technology
Our Personal Ecosystems Will Evolve
Augmented Fully
Reality Mapped
Personal
Genome
Memory
Capture / Body Area
Enhancement Network
Travel Technology
Japanese healthcare specialist Tanita is using
RFID on a common pedometer.
The device is designed to be worn on a
waistband.
Instead of just giving a readout of distance
traveled and calories burned, the device
shoots the data off to a nearby RFID travel
card.
Once home, the data can be synced with a
PC and uploaded to the companys Karada
Karute (Body Card) website, where ongoing
progress can be monitored.
Although Tanitas system currently works only
in Japan, the possibility of taking the
combined healthcare and travel card global is
clear.
Source: CNN Go Hi-tech gear for tomorrow's traveler, January 2010

http://www.cnngo.com/explorations/none/new-travel-gear-workout-tech-get-excited-about-405322
Travel Migrates Online
While most Chinese visit traditional travel websites for research, they are likely to
finalize their itineraries via interaction with other netizens on social networking
platforms, according to the survey.
Nearly 100 million Chinese netizens regularly visit online bulletin boards to share
opinions, ask for help or socialize with friends, according to 2008 figures from the
China Internet Network Information Center.
Word of mouth is the major factor for travelers when picking airline tickets or hotels,
said Nan Nan, marketing manager for travel search engine Qunar.com. For them,
strangers are more reliable than advertisements.
Online advertising, however, is also having more influence on Chinese travelers than
advertising in more traditional mediums, like television and print. Almost 70 percent of
those surveyed remembered seeing travel ads on the Internet, the Nielsen survey
said.
Source: China Travel Trends, August 2009

http://www.chinatraveltrends.com/2009/08/29/travelers-hit-internet-to-plan-vacations/
Travel Software
With more than 1.6 billion Muslims globally,
religious tourism to Saudi Arabia alone
generating $7bn annually, a figure which is
expected to grow at 20% over the next decade,
and an increasingly affluent Arab population
under 21-years-of-age, Halal-friendly travel is
being widely tipped as one of the industry's
fastest growing market segments.
"We are seeing massive growth within this
market segment and it was something we
needed to be part of. To cater for demand, we
have developed our very own rating system and
website for travel based on a set of Halal-
friendly criteria," said Fazal Bahardeen, CEO
and Member of the Board, Crescentrating.
Source: AME Info, May 2010 http://www.ameinfo.com/231843.html

Travel Software
With a rating of 1 to 7, 1 being the lowest and 7 being the highest, the criteria for
rating include prayer-related facilities, Kibla direction in rooms, serving of Halal food
as well as those that respect the fasting month of Ramadan, washroom facilities
suitable for Muslims, and non-serving of alcohol.
More than 100 hotels worldwide currently avail of Crescentrating's services, including
three in the UAE, four in Qatar, one in Bahrain, as well as 6-rated hotels in Saudi
Arabia and South Africa.
In addition, a significant number of hotels located in China, Malaysia, Indonesia and
Singapore have also signed-up to Crescentrating's services.
A 6-rated hotel facility is one that serves Halal food and does not serve alcohol at all.
Whilst those that have been given a 1-rating are those whose personnel are at the
very least, trained to provide all the necessary information to Halal-conscious guests.
Crescentrating's website also offers its own booking facility for hotels. It plans to
include ratings for restaurants, shopping malls and theme parks.
Source: AME Info 'Halal Friendly' travel services make Middle East debut at Arabian Travel Market 2010, May 2010
http://www.ameinfo.com/231843.html
Smart Mobility Strategies that
Will Transform the Industry
Airline Mobility Evolution
Traditional airline business models are evolving rapidly to exploit the growth
of mobility, and many airlines are beginning to experiment with mobility-
enabled personalized services.
Solutions such as websites optimized for mobile access and bar-coded
boarding passes sent to smartphones are seeing double-digit growth.
Based on the survey, SITA forecasted (2010) that by the end of 2010,
mobility optimization for websites will grow from 15% currently to 51%.
Mobile phone-based boarding will increase from 7% today to 31%, and
other paper- and card-based applications such as baggage receipts, card
access to premium lounges, and cash and credit card payments are also
expected to be replaced by mobile applications. In the meantime, use of
wireless devices by airport staff to support aircraft maintenance will grow
from 17% currently to 31% by the end of 2010.
Source: Cisco, Airline of the Future, July 2010 http://www.cisco.com/web/about/ac79/docs/pov/Airline_of_the_Future_PoV_FINAL0712.pdf

Airport and airline operations are also seeing innovative mobility
enhancements in the areas of operational messaging (between the aircraft
and airline headquarters), maintenance, pre- and in-flight services, flight
planning, and asset and spare parts management
Mobility 3.0: The Future
While Mobility 1.0 and 2.0 have enabled airlines to move beyond basic and
maturing services, Mobility 3.0 will ultimately empower airlines to combine
1.0 and 2.0 capabilities with context-aware applications to transform their
business models, enhance their relevance to customers, and provide
passengers with greater control over every aspect of their travelanytime,
anywhere, through any device.

Examples of Mobility 3.0 services and applications include:
Personal travel assistantfor travel-related interactions such as alerts
pertaining to all aspects of the journey, including drive time to the
airport, flight times, and security line status
Mobile marketingdynamic packaging of personalized offerings and
discounts
Mobile concierge servicewith the push of a button, access a virtual
concierge whose familiarity with the users profile (likes, dislikes, etc.)
enables delivery of a highly personalized experience
Mobile paymentsmartphone as a secure e-wallet, taking advantage of
context aware security capability
Augmented realitycontext- and location-aware applications enable an
immersive, context-rich environment for the passenger
Real-time business intelligence for airlinesrather than conduct
analytical yield management on a batch basis, airlines can perform
optimized real-time yield management based on passengers location,
what they are doing, and what they might want
Mobility 3.0 solutions enable passengers to make far more intelligent and
precise decisions about their travel to and from the airport. When combined,
such capabilities create a mashup that offers context-aware, location-based
services that can notify passengers of whether they need to leave for the
airport earlier or later based on real-time and predictive data of traffic,
airport, and airspace conditions.

New Business Models
Mobility 3.0 will permit new business models that enhance customer
experience, facilitate new services, increase revenues and profitability,
streamline airport operations, lower sales and marketing costs, boost
employee productivity, and encourage further service-level differentiation.
The impact of Mobility 3.0 capabilities spans the various business models of
network, regional, and low-cost carriers. The picture on the following slide
depicts a high-level smart mobility vision that, through successful execution
of a mobility strategy, enables new business models and benefits.

These capabilities can streamline and unburden the travel process by
empowering passengers with enhanced self-service, real-time data, and
context-aware services. Such services can dramatically expand the airlines
value chain with multiple opportunities to shape a rich, personalized
passenger experience, creating new ways to drive profitability.
Mobility 3.0 will further accelerate the airline industrys current migration to
direct sales and ticket/product distribution. Airlines expect to increase the
proportion of tickets sold through online channels from 26.7 percent to 41.4
percent by 2012, and through their own websites.
Smart mobile devices are a key driver of this development. This is
especially true in emerging countries, where low penetration of fixed
Internet access hampers direct airline ticket sales. Here, mobile phones can
play a critical role in delivering new services and enabling airlines to interact
with customers.

Offering smart, mobility-enabled, personalized services and products can
generate new revenues, in addition to monies from the sale of core products
and ancillary services/products. Such new revenues may include the sale of
perishable products (for example, empty seats) through real-time auctions
for aisle or window seats, or sales of overhead storage as space becomes
available; commissionable products such as food, drinks, music or movies,
premium airport parking and car services; or use of frequent flyer points.

New Operations and Processes
Airlines traditionally operate in a highly siloed fashion where specific
processes necessary to support extremely efficient operations are
departmentally isolated. Because of this, sharing cross-departmental
information is typically not a priority. To extract maximum value from smart
mobility, airlines must achieve a greater level of information sharing. To
achieve this, they must retool their operational processes to support a
passenger-journey-centric framework instead of the existing seat-
production model. Airline operations that can benefit from smart mobility
include:
Collaborative ramp managementMobility 3.0 solutions can enable
employees to collaborate based on real-time information such as gate
changes, leading to a reduction in aircraft turnaround times.

Innovative asset managementSmartphone solutions can provide ramp
workers with up-to-date information required for their specific task. For
example, lost luggage is an ongoing concern for passengers. Using
smartphones to manage luggage along its journey, airline baggage agents
can trace baggage by accessing and logging real-time information about the
luggages location. This capability leads to faster problem resolution and
asset identification, and improved passenger satisfaction.
Workforce managementUsing smartphones, employees working on the
ground, for example, can access real-time information from flight crews to
handle passenger requests (such as flight delays) more efficiently.
Airport footprintSmartphone capabilities will also allow airlines to reduce
their airport footprints (personnel, counters, kiosks, real estate, and more).
Airlines typically have relied on self-service capabilities delivered by the web
and airport kiosks to lower costs and, in many cases, improve customer
experience. Kiosks are expensive systems to deploy and maintain, and web
solutions address only a narrow portion of the passenger journey.
Airline Driven Change
Fly Delta is Delta Airlines official Android app. It lets you check in for your
flight, watch flight statuses, and even download a mobile boarding pass to
your phone. A new update gives the ability to choose your seat from a
handy little map.
Normally you have to choose your seat when you purchase your ticket, and
if you want to try and change it at the airport you have to wait in line for a
terminal to check availability.
Now you can do it on your phone wherever you please. You can even check
your upgrade eligibility.
The Delta app is an example of how much smartphones can do just to make
the little things easier.
Source: Android Community, July 2011 http://androidcommunity.com/delta-airlines-app-update-lets-you-choose-your-seat-20110720/

Delta Airlines customers can now check in to flights on the companys
Facebook app.
From the Ticket Counter application, Delta customers can now check
SkyMiles and preview what amenities are available for various flights, too.
Delta launched its app back in August 2010, at which time it was the first
airline to allow users to book flights through the social network.
Using the app, which was developed by 8thBridge, boarding passes can be
printed from the Facebook, just like on the website. Delta also lets users
share details about their travel plans or itineraries with users over
Facebook.
Source: Mashable. March 2011 http://mashable.com/2011/03/17/delta-facebook-check-in/

Airport Automation
Airport Automation
Airport automation has always involved significant investment in
infrastructure.
Airports strive to balance passenger comfort with operational efficiency
whilst striving for a unique experience that reflects the specific destination.
A growing global trend is the privatisation of airports. This may entail a
complete shift to private ownership or a government industry hybrid model
where investment from private equity firms is combined with government
support. This has created a more business-centric focus on return on
investment for any airport IT expenditure. As Low Cost Carriers continue to
grow and embrace secondary city airports it puts added pressure on
traditional airports to modernise to effectively compete.
Airport technology is often locally deployed. This approach has been
chosen by airport executives because of the perceived value and control of
locally installed software.

2011-EN.pdf
Airport Automation
With the IT industry moving to cloud based computing, the idea of installing
software at the airport for individual functions is both antiquated and
inefficient. This local focus not only impacts the airports ability to execute
common processes across airlines and terminals, but also does not allow
airports to share best practices by using a common platform.
The reality is that todays airport technology is highly fragmented.
For example, a key component of baggage automation is the Baggage
Reconciliation System (BRS). In some airports a BRS does not exist, in
other airports a different BRS exists in different terminals and in most cases
the BRS is not integrated with airline systems. This standalone nature of the
BRS is symptomatic of the bigger problem of lack of system integration
within airport systems and between airport and airline technology.

2011-EN.pdf
Airport Automation
Airports suffer from a lack of customer insight. This takes the form of both
operational weakness as well as limitations on customer centric services. To
counteract this lack of customer knowledge some airports have launched
loyalty programmes.
In order to increase profitability, merchandising of airport shops and
services is critical.
To effectively promote relevant airport services to the right customer at the
right time, customer insight is mandatory.
Products and service offers need to be customised to fit specific traveller
preferences encouraging greater spend at airport shops and restaurants.
Whether or not the airport decides to invest in new systems to improve
passenger processing and merchandising, passengers themselves will
increasingly demand enhanced services that they receive from other
transportation providers and retailers.

2011-EN.pdf
Airport Automation
For example, as rail companies embrace Near Field Communication (NFC)
to simplify and improve the passenger boarding process, the customer will
expect the same type of experience at the airport. Retailers such as Best
Buy and Macys have implemented sophisticated mobile marketing platforms
offered by innovative start-ups such as Shopkick. By implementing
Shopkick, the retailer can target specific mobile promotions based on the
customers precise location in the store. As retailers offer specific
targeted mobile promotions to shop visitors, passengers will come to expect
this same type of one-to-one marketing at the airport. In fact, the airport
could be viewed as a shopping mall and thus consumer behaviour which is
being shaped by technology such as Shopkick will be expected by the
always connected traveller. Without passenger insight this type of electronic
merchandising will not be possible.

2011-EN.pdf
Airport Systems of the Future
Widespread 2015-2020
To support the airport of the future, an integrated technological eco-system
must be created. This would allow all airport functions to be unified under an
integrated airport system that is tightly aligned with the airline systems to
deliver a comprehensive airport experience.
The self service trend will continue with the widespread adoption of Near
Field Communication. NFC will be used for boarding, payments and
personalised promotions. Once the majority of passengers own a NFC
enabled smartphone, the creation of methods to automatically check-in the
passenger is possible. Today, NFC requires the passenger to swipe their
mobile phone against a NFC reader. As NFC becomes more widespread,
any interaction the passenger has in the terminal could trigger a check-in.

2011-EN.pdf
Airports may consider installing NFC readers throughout the terminal to
sense the passengers presence and provide an automated check-in notice
to the airlines. NFC may be combined with location based social networking
applications such as Foursquare which enables automated check-in for
favourite places.
Clearly the future airport experience will track the passengers location (with
their permission) enabling a more productive experience, reducing the need
to wait in line.
By this time all baggage will be location aware. Passengers will know that
their bag is on the airplane and airline and airport personnel will be able to
easily locate lost bags, or offload baggage when required improving
departure times. If a flight is cancelled the passengers will know when their
baggage is offloaded. Improved baggage passenger notification will save
the airline, airport and ground handlers time and money reducing staff
needed to track and deliver lost bags.
2011-EN.pdf
Underlying these new services is a fully integrated airline/airport ecosystem.
Airports will adopt integrated IT solutions that provide seamless connectivity
between flight operations, resource management, baggage systems and
merchandising efforts. At the centre of this new airport infrastructure is an
operational database that manages all customer information.
This new infrastructure will be connected to next generation DCS and PSS
airline systems exchanging key passenger information to help both airlines
and airports manage passenger flows.
At the heart of this technological revolution is the more informed passenger.
We are already in the age of ubiquitous connectivity.
The always connected passenger will demand information and services
delivered on their preferred personal computing device that is personal,
location sensitive and contextually relevant. By improving the efficiency of
the traveler and informing them of all facets of the airport experience,
airlines will be able to deliver a differentiated enhanced experience that
corrects many of the passenger issues present today.
2011-EN.pdf
Next Generation Smart Phones
Internet of Things
Interactive Surfaces
(2011 onwards)
Interactive Surfaces
2011 onwards
Even skin has become an interactive surface, with scientists able to create
a system that allows users to use their own hands and arms as
touchscreens by detecting the various ultralow-frequency sounds produced
when tapping different parts of the skin. Skinput uses microchip-sized
projectors to allow for interactive elements rendered on the users forearm
and hand.
Source: ZDNet, March 2010 http://blogs.zdnet.com/emergingtech/?p=2146

Augmented Reality
Copenhagen Airport has updated its CPH Airport iPhone app, available for
free download in the Apples iTunes store, to enable users to view the
distances and locations of restaurants, information desks, lounges, shops
and gates.
This Live View feature comes through augmented reality technology and
was developed for the airport by SITA Lab and Novasa. Augmented reality
has been around for awhile, but the CPH Airport app is special because it
claims to be the first augmented reality application that works indoors.
Most augmented reality apps use GPS technology to determine a users
location, but concrete terminal buildings make that untenable indoors. So,
instead the CPH Airport app uses signal strength and triangulation from Wi-
Fi access points around the airport to determine the location of each
travelers mobile phone.
Source: Business Insider, April 2011 http://www.businessinsider.com/copenhagen-airport-gets-augmented-reality-app-2011-4

Augmented Reality
Of course, the airport plans on commercializing the whole thing as soon as
possible, meaning youll probably have the choice of opting in to receive
special promotions from retailers when using the app.
Other upgrades to Version 2.0 of the app include the capability of viewing
your location at the airport on maps, and the parking map shows the
number of available spaces.
Source: Business Insider, April 2011 http://www.businessinsider.com/copenhagen-airport-gets-augmented-reality-app-2011-4

Kiosks and Interactive Surfaces
QR Tags
Mobile Commerce
Growth of Evolutionary
Psychology (2011 onwards)
Growth of Evolutionary
Psychology (2011 onwards)
Evolutionary psychology (the contention that many aspects of our behaviour
and emotions are evolutionary adaptations) may merge with cognitive
neuroscience to produce a new understanding of how the mind and brain
evolved and thus offer a platform for deeper understanding of human
behaviour (Sigma Scan).
Source: Sigma Scan, 2009 http://www.sigmascan.org/Live/Issue/ViewIssue.aspx?IssueId=410&SearchMode=1

Virtual Worlds
Virtual Products
Answering the Call of the Passenger
Global Research Study Identified High Merchandise Interest
Source: GuestLogix Opportunities Abound in Virtual Products presentation, June 2011

Virtual Products
Answering the Call of the Passenger
Global Research Study Identified Strong Consumer Benefit

Virtual Products
Support Access at all Travel Touch Points

Paris Virtual Boarding and
Beyond?
An airport in Paris is tinkering with boarding staff that are not, in fact, real
people, but holographic images of people.
The project is being piloted at the Orly airport in the French capital and over
the past month the virtual staff have received a mix reception from air
travelers.
The semi-holographic agents appear seemingly out of thin air at the
beginning of each boarding process and give instructions to passengers
much like any human agent would.
The holograms are actually pre-recorded, two dimensional projections set
against human-shaped silhouettes made of Plexiglas. Three real live
humans pre-recorded the virtual agents messages and mannerisms in a
studio earlier this summer.
Depending on passenger reaction and a number of other factors, the
concept could spread to other parts of the airport in 2012.
Source: TMC Net.com, August 2011 http://telepresence.tmcnet.com/topics/telepresence/articles/209747-airport-employs-holographic-staff-

paris.htm
Virtual assistants
London Luton Airport has introduced two virtual assistants Holly and
Graham to communicate important security messages as passengers
move from the check-in area to the departure lounge.
The next-generation digital signage utilises the latest holographic imaging
technology. Already in place at a number of UK airports, there is growing
interest, both within the UK and globally, and the range of applications for
the virtual assistants looks set to grow.
The aim of the two holograms Holly and Graham installed at London
Luton was to deliver a compelling how to prepare message, which, if
successful, would result in fewer passengers needing to be stopped and
searched. Since their introduction, the number of bags identified as being
packed incorrectly has been reduced by 5%.
A customisable solution, looking ahead, the holograms could be deployed
throughout the airport in both operational roles disseminating passenger
information and for use by retail or catering outlets.
Source: FTE, August 2011 http://www.futuretravelexperience.com/2011/08/virtual-assistants-simplify-security-and-improve-passenger-
experience/
Technology in Aviation:
Holograms
To shorten security lines, improve customer service, and make passengers
feel like they are in a Star Wars film, Manchester and London Luton airports
have introduced holograms at their bag check queues.
Manchester unveiled their two holograms John and Julie on January 31st
and a few days later Holly and Graham were introduced at Luton.
The goal of both is to brief passengers on security rules which will hopefully
decrease wait times. The airports claimed to not be aware that the other
was developing such similar technologies.
The virtual staff will improve check in time etc by reminding them of security
requirements like the ban on most liquids.
Source: Nile Guide, Travel News, by Morgan DeBoer, February 2011

http://www.nileguide.com/blog/2011/02/07/the-future-of-airport-customer-service-holograms/
Business Traveler Innovation
Award Winners
Award Winners
Category 4: Outstanding Apps
Criteria: Applications that help business travelers organize and/or make best
use of their time on the road
Winner: GateGuru
Innovation: In-airport tool/guide
GateGuru is the first mobile application to refine your airport
experience. The app offers information to guide any trip. It provides instant
access to your itinerary, security wait times, airport maps, and a structured
database of airport amenities, including ratings, reviews and tips from fellow
travelers
Source: GBTA, August 2011

http://www.gbta.org/BusinessTravelInnovationAwards/Pages/BusinessTravelInnovationWelcome.aspx?Referral=Innovation
Award Winners
Category 5: Travel Convenience & Efficiency
Criteria: Services that expedite the travel process
Winner: Intelity
Innovation: ICE Touch on iPads
The Intelity ICE Touch provides a virtual concierge stationed on iPads in
hotel rooms. Guests quickly navigate services such as housekeeping,
transportation, room service, spa and flight info without ever picking up the
phone.
Source: GBTA, August 2011

http://www.gbta.org/BusinessTravelInnovationAwards/Pages/BusinessTravelInnovationWelcome.aspx?Referral=Innovation
Rethinking the
Airport
Experience
Drivers of Future Airport Design
More passengers Modular Design
Self service Rapid Turnaround
More luggage and storage requirements High Throughput
Time poor / cash rich travellers Rethinking Security
Intolerance of longer waiting times Larger Airports
Demands for better food and entertainment Climate Proofing
Rising Asian traveller numbers Support Religious
Needs
National Pride
New Models of
Environmental concerns and expectations
Commercialisation
Increasing no. of peaks in demand from one
Sustainable Design
off events e.g. Olympics
Temporary Structures
IT advances and Expectations
Airport Lite
Leading IT
Capabilities
Design Drivers Solutions

Enhancing the Airport
Experience
NFC
The main goal of the airport is to ensure the safe flow of passengers from
the airport entrance to the gate.
Along the way, the opportunity to merchandise airport products and services
represents an essential revenue opportunity for the airport.
Technology such as NFC will likely play a critical role in the airport
experience but requires a significant investment in infrastructure and a
critical mass of smartphones with NFC readers.
By 2015, 247 million smartphones will be NFC enabled, up from 0.96 million
in 2011.

2011-EN.pdf
Experience
By placing NFC readers throughout the airport, passengers will be able to
Check-in with their mobile phone
Receive coupons for airport shops
Pay with their mobile phone
Interact with NFC enabled advertisements
Exchange information with other travellers by simply bumping their NFC
enabled phones
Use the phone for boarding
Use the phone for public transportation
NFC does require a significant infrastructure investment and a critical mass
of NFC mobile phone penetration, and as a result, the move to NFC will be
evolutionary.
Pilot tests at airports around the world have begun, but full implementation
of NFC at airports is likely to take 4-7 years.
2011-EN.pdf
Experience
As NFC becomes more widespread, any interaction the passenger has in
the terminal could trigger a check-in, the Amadeus report said.
Near field technology could also be used for boarding, payments and
personalised promotions on an opt-in basis.
NFC technology has the potential to change every aspect of the airport
experience, the report added.
The Navigating the Airport of Tomorrow report says all baggage will be
location aware within a decade, meaning passengers with mobile devices
will be able to see that their bag is on the plane.

2011-EN.pdf
Experience
Self-service and mobility are the key themes of the airport of tomorrow.
Ubiquitous connectivity means the passenger is always online and thus
expects real time communication. Simple advances such as verifying that
the passengers baggage is on board the aircraft can help minimise
frustration and uncertainty.
Automating responses to periods of service disruption where vouchers are
generated automatically and delivered to mobile devices is a key
opportunity to shift this activity to a more self service mode. Roaming
agents handling severe disruptions, coming to the passenger rather than
making the passenger stand in an extended queue helps manage limited
resources and improve overall efficiency.
To achieve this vision of the airport of tomorrow, airlines and airports must
invest in new systems that automate manual tasks, share information and
provide proactive communication to the passenger.

2011-EN.pdf
Experience
Airlines need to provide airports critical passenger data so they may better
plan manpower needs. Baggage systems need to provide real time
awareness of location to all parties to reduce loss and accelerate the
reuniting of the baggage and passenger.
At the centre of all this technology is customer information. With
comprehensive customer information all stakeholders can improve service
to the passenger and use customer insight to market ancillary airline
services and airport products and services.
The airport revolution has already begun. The revolution is actually an
evolution continuing todays efforts to increase self service capabilities for
the passenger and communicating to the traveller the status of their flight,
and bag in real time whilst enhancing and improving their in airport
experience.

2011-EN.pdf
The 'next generation' check-in should provide greater speed and ease
through the airport terminal by eliminating airport queuing, based on a new
Qantas frequent flyer card, a Q card reader and bag drop facility.
The new Qantas frequent flyer card features an 'intelligent Q' smart chip
and will act as a permanent boarding pass, replacing eligible customers
existing frequent flyer cards.
The card will be used at various points throughout the experience, including
at check-in, at bag drop, and to board the aircraft.
Customers arriving at the airport who have not yet checked in online or via
their mobile device, will be able to simply touch their card at an all-new Q
card reader located throughout the check-in hall.
The Q card reader will provide both visual and audible recognition
of successful check-in.
Source: Design Boom, July 2010 http://www.designboom.com/weblog/cat/8/view/11002/marc-newson-next-generation-check-in-for-

qantas.html
Qantas ambitious Next Generation Check-in system, including the
smartchipped Q Cards and Q Bag Tags, picked up a global award for
innovation in airline technology.
The Airline Strategy Awards 2011 (London, July 2011), said that while
Qantas is not the first airline to embrace radio-frequency identification
(RFID) technology, its innovative Q Bag Tag and faster, smarter check-in
have developed its scope beyond any previous use.
RFID has been around a long time, but not much has happened the
ASA11 judging panel noted. (Next Generation Check-in) shows real
creativity.
Initial RFID baggage tracking solutions have relied on single-use
disposable tags and only focused on improving baggage sorting after
check-in. Next-Generation Check-in also addresses the front end of the
process with the aim of simplifying a passengers complete journey through
an airport while improving the efficiency and accuracy of baggage (sorting).
Source: RD Hub, July 2011 http://www.rdhub.com/?p=7156
Biometrics
Passengers at Amsterdam Schiphol are being promised a speedier passage
through immigration after the installation of new electronic border-crossing
gates.
In a deal with Accenture, the airport claims the new gates will speed up the
identification process by using the latest in biometric technologies, including
facial recognition.
Accenture will initially deliver 36 electronic border-crossing gates to be used
at Schiphol during 2011.
Source: Travel Mole, July 2011 http://www.travelmole.com/stories/1148551.php

Biometrics and an Airport's
Security Strategy
Jim Slevin of HRS: Biometrics allows us to definitively answer who
somebody is, whereas behavioural analytics permits us, when we don't
know who you are, to least work out what you're doing. Biometrics is going
to, over time, play an increasing role in airport security. The main reason for
this is that there appears to be a real desire in the industry to change the
model from a sheep dip, a one-size-fits-all security processing model, to
one that's based on some threat and intelligence basis, based on
individuals. If you're going to base security decisions on an individual, then
you have to lock down who that individual is.
Source: Airport Technology, February 2011 http://www.airport-technology.com/features/feature109762/

Security Strategy
Realistically, biometrics is the only answer because tickets and other
breeder documents can be swapped or falsified and are therefore fallible.
Don't get me wrong, there are data protection issues and privacy concerns
to be overcome with biometrics, but I believe they will be overcome if the
security model and the facilitation of access is beneficial. I'd also say it's the
only valid way to permit the intelligence sharing of that information. One of
the things we often forget about is the people who get access to that data;
there are lots of concerns over data protection and privacy of information.
Biometrics can identify you as a member of staff, and says whether or not
you have permission to see a particular piece of information.

Security Strategy
Secondly, as biometrics increases its penetration in airports, you start to get
some amazing management information back regarding passenger flow. So
if you imagine a position where your biometric is your ticket and you're
logged at various stages, there will be people who worry about the Big
Brother aspect of that. But if you view that biometric from an anonymous
perspective the system can simply know it's seen a unique passenger at
points A, B, C, etc through the airport and knows what times they were there
- consider that for all passengers going through and you have an enormous
amount of journey measurement information upon which to make real-time
operational decisions. It's maybe an output from a different security regime,
and it's invaluable information in terms of what is a normal flow, so you start
to see, for instance, bottlenecks if there are queues developing

Less Intrusive Screening
Heeding to calls for a less intrusive way to screen passengers at the airport,
transportation authorities have proposed a high tech solution that includes
eye scanners, x-rays, metal and liquid detectors.
The International Air Transport Association (IATA) demoed the first mock-up
of a Checkpoint of the Future at the Associations 67th Annual General
Meeting (AGM) and World Air Transport Summit, in Singapore.
We spend $7.4 billion a year to keep aviation secure. But our passengers
only see hassle. Passengers should be able to get from curb to boarding
gate with dignity, said Giovanni Bisignani, IATAs Director General and
CEO. That means without stopping, stripping or unpacking, and certainly
not groping.
The system was developed to address invasion of privacy concerns, make
better use of available background information and ensure that most
travelers can get through the procedure with minimal hassle or delays.
Source: Smart Planet, June 2011 http://www.smartplanet.com/blog/thinking-tech/video-airport-security-checkpoint-of-the-future/7384

Todays checkpoint was designed four decades ago to stop hijackers
carrying metal weapons, said Bisignani. We need a process that responds
to todays threat. It must amalgamate intelligence based on passenger
information and new technology. That means moving from a system that
looks for bad objects, to one that can find bad people.
To ensure that the security screening is as hands-off and efficient as
possible, passengers will be directed to one of three scanner-equipped
tunnels. Each tunnel is tiered as known traveler, normal, and enhanced
security, with each offering a different level of scrutiny. The system
designates which tunnel each passenger must go through depending on
how much of a security threat the person poses, a determination thats
made using results of an internal risk assessment conducted by the
government before the passenger arrives at the airport.

A passenger can speed through the known traveler tunnel if the person
had completed background checks with government authorities while the
majority will likely walk through the normal tunnel. Also, a passenger may
be required to pass through an additional elevated-risk tunnel if the system
detects something suspicious during the walk-through screening.
Perhaps the systems biggest selling point is that the screening technology
should allow passengers to walk through the checkpoint without having to
remove clothes or unpack their belongings.
The IATA is hoping to have these checkpoints installed in airports within five
to seven years, a process that will require the cooperation of government
agencies to define what standards to use and also agreement on how the
data would be shared.

Security Innovation
Traveling through Shanghai's Pudong International Airport, every single
bag of every passenger is swabbed and tested and tested for explosives.
Sounds costly and time-prohibitive, doesn't it?
Unlike the one-by-one testing done in the USA, the testing at Pudong is
done in batches of about 20 passengers at a time. The bags of all
passengers in a group are swabbed as they proceed past a checkpoint to a
cordoned-off area. As that group of passengers waits, all their bags are
subjected to a single test. The process takes only a few seconds, then that
batch is released.
Harvard Business Review describes this as a useful service innovation.
From the airport's perspective, it satisfies a need for greater vigilance, even
while keeping costs and passenger inconveniences in check. From the
customer's perspective, it meets the desire for efficiency in the screening
processes and for reassurance that the flight will be safe.
Source: Harvard Business Review, October 2010 http://blogs.hbr.org/cs/2010/10/how_do_customers_experience_yo.html

Security Innovation
It also provides two useful reminders about service delivery innovation.
First, it does not need to be expensive to make a positive difference. Some
of the highest-impact innovations are about how services are delivered
rather than what services are delivered. Second, at its best, it finds ways to
resolve long-standing conflicts (such as the differing priorities of customers
and service providers, or tradeoffs between quality and cost).
Source: Harvard Business Review, October 2010 http://blogs.hbr.org/cs/2010/10/how_do_customers_experience_yo.html

Self Boarding
Self Boarding
Lufthansa is installing second-generation gates at several of its larger
operations.
We have self-boarding gates at our two hubs Frankfurt and Munich, plus
six more in Germany, says Lufthansas Jan Baerwalde. With the recent
upgrade of the boarding gates, we have increased the number of people
passing through those gates within one minute from 14 to 17 people an
increase of almost 30%, he adds.
This improvement in throughput is significant at airports where space for
expansion is limited. As the number of air travellers increases, the need for
a timely boarding procedure is more prevalent than ever.
Source: Future Airport.com, March 2011 http://www.futureairport.com/articles/025_mar2011/FAI025_automatic-for-the-people.pdf

Arrivals
Automated Immigration?
Taiwan will be launching a trial of an automated border control system at
offshore Kinmen island in order to simplify and speed up border controls.
Once the trial runs are successful in the outlying island, the scheme will
later be expanded to two airports in northern Taiwan, Taiwan Taoyuan
International Airport and Taipei Songshan Airport, and Kaohsiung
International Airport in the south.
A total 35 of the new automated border control system sets will ultimately
be introduced to the customs areas of these locations by the end of May,
said the officials.
To make use of the new procedures that are expected to largely speed up
and modernize border controls, people have to apply for the service first
and provide his or her biometric data.
Travelers can either choose to leave a picture of their face or choose to
leave a fingerprint record for future identification purposes.
Source: China Post, January 2011 http://www.chinapost.com.tw/taiwan/national/national-news/2011/01/27/289245/Govt-to.htm

Transport Synergies
Transport Synergies
GuestLogix, Inc. has been awarded the 2011 Innovation of the Year:
Implementation at the 2011 Global AirRail Awards.
GuestLogix received the award for OnTouch Ground Connections; a
technology and merchandising platform that allows airlines passengers to
purchase Heathrow Express tickets through their network in a secure and
highly accessible manner.
As the airline industry continues to battle against price commoditization,
operators have looked to find new ways to generate revenues while creating
a true value-add to their passengers
GuestLogix generates revenues for both parties and gives increased
service to travelers, providing the sale of Heathrow Express tickets to
airlines passengers prior to arrival at the gate.
GuestLogix platform also provides access to additional sales channels.
Source: GuestLogix, May 25th 2011 http://www.guestlogix.com/pr/pr_05-25-11.html

Facilities
Localising the Experience
San Franciscos T2 is also intended to be a place for travelers to enjoy
themselves.
There will be installations by world-known artists, childrens play areas, and
a retail street with shops, a wine bar and a spa.
Genslers design for SFO T2 will upend the generic placelessness of many
airports by creating an authentic Bay Area experience within the terminals
walls, according to the architecture firms press release.
For business travelers, the terminal offers numerous laptop plug-in stations
and free wireless Internet.
The airport adopted a goal of making its operations carbon neutral by 2020.
SFO gives customers discounts for renting fuel-efficient vehicles. At kiosks
in one terminal, passengers can purchase carbon credits to offset their
travels by funding sustainable forestry and renewable energy projects in
Northern California.

As soon as international passengers depart the aircraft at Christchurch
International Airport, they can expect to experience a multi-sensory journey,
which is designed to reflect New Zealands South Island/
The unique arrivals experience starts in the airbridge corridors, where
specially commissioned floor-to-ceiling photographs highlight four separate
regions: the West Coast, Abel Tasman National Park, the Mackenzie
Country, and the Antarctic, while a soundtrack of the environment and
evocative smells of the region also feature.
Passengers are then guided into the terminal building by wall graphics,
which represent the braided rivers of Canterbury, with water fountains also
offering Canterburys famous artesian water.
For us, this is a way to let people know they have arrived at a very special
place, explained Jade Reeves, Christchurch International Airport Limited
(CIAL) Marketing Manager, who was the instigator and driver of the project.
It also makes the arrivals experience more positive and peaceful.
Source: Future Travel Experience, April 2011 http://www.futuretravelexperience.com/2011/04/christchurch-airports-sensory-arrivals-experience/

While passengers queue in the Customs area, they can watch a video
presentation of the South Islands natural environment on Australasias
largest video wall, which comprises 54 seamlessly linked screens. Even the
baggage reclaim hall is designed to reflect the destination through seasonal
imagery.
According to Reeves, the project, which took 18 months to complete, has
received a positive response from passengers since its unveiling in late
December, and has succeeded in making the passage of travellers through
the airport a more interesting and relaxing experience.
Furthermore, the installation of the Sensory Arrivals Experience has had a
positive knock-on effect for the regions tourism industry, which is recovering
following the damage caused by Februarys earthquake.
Travellers are so inspired that they come to our Travel and Tourism desks,
where travel and accommodation can be booked, and request to have a trip
to exactly the place they have just seen on the airbridge, or along the
walkways, or in the Customs area, Reeves explained.
Source: Future Travel Experience, April 2011 http://www.futuretravelexperience.com/2011/04/christchurch-airports-sensory-arrivals-experience/
Heathrow Redesigns Lounge
Experience
Experience
A new lounge in Terminal 3 of Heathrow Airport boasts a spa, game rooms,
a la carte dining and even sleeping facilities.
Phil Cameron, founder and CEO of No.1 Traveller, said: "With a new world-
class lounge, designer bedrooms, shower facilities and invigorating spa
treatments, the passenger's time at the airport can now be another highlight
of their journey.
"We're delighted to have created this new level of innovation in association
with Heathrow Airport."
Entry to the new lounge costs 30 on the door per adult, and 25 if booked
in advance online. There are discount rates available for 2-11 year-olds and
toddlers (under two years) can enter for free. The price includes a selection
of hot and cold food, coffee, juice, wine and beer. You can also enjoy the
use of a mini cinema, family room, relaxation areas and Wi-Fi.
Source: Cheap Flights, August 2011 http://news.cheapflights.co.uk/2011/08/heathrow-aims-for-luxury-with-brand-new-lounge/

Experience
The "Fun areas" for children are surrounded by soundproof glass walls,
ensuring that any noise from these areas will not disturb other passengers.
At the end of the lounge there is a travel spa service which offers massage,
nail and hair dressing treatments which are individually priced.
Those looking to get a quick nap will have to wait until September when the
bedroom facility is due to open. Of the 12 bedrooms that will be available,
the rate for an hour in a single bed will be 20 and 30 for a double. There
is a minimum two-hour booking period for the beds. This is the first of its
kind at Heathrow and all rooms will include en suite shower areas, TVs and
mini-bars.
Source: Cheap Flights, August 2011 http://news.cheapflights.co.uk/2011/08/heathrow-aims-for-luxury-with-brand-new-lounge/

More Amenities
More Amenities
Amsterdam Airport Schiphol has opened a brand new Airport Park, which
offers passengers a multi-sensory experience designed to mirror the
atmosphere of a city park.
Travellers are able to relax on the terrace surrounded by greenery, with
images of famous parks all over the world, projections of butterflies, and the
sounds of animals, bicycle bells and playing children adding to the natural
outdoor ambience.
The Airport Park also features food outlets and shop kiosks. Sustainability
has also been placed at the heart of the project and travellers can recharge
their mobile phone by pedalling energy-generating bicycles, while LED
lighting is also used.
Source: Future Travel Experience, March 2011 http://www.futuretravelexperience.com/2011/05/amsterdam-opens-worlds-first-airport-park/

Airport Innovation: Pester
Power?
Reminiscent of artist Carsten Hller's wildly popular installation in the Tate
Modern a few years back, The Slide@T3 at Changi (Singapore) bills itself
as the world's tallest slide in an airport.
That may well be true, for the thrill-seeker's dream stands four stories (a full
12 metres high) permitting top speeds of up to six metres per second.
To encourage visitors to experience the thrill, Changi gives consumers two
slide tokens for every SGD 30 they spend at the airport in a single receipt at
duty free stores.
Source: Springwise, June 2010 http://www.springwise.com/tourism_travel/slide_t3/

Leveraging Scale Through
Innovation / Technology
Continuous research on emerging airport
technologies
Adopt an open innovation approach
Create a Future Airport Lab - Attract

partners to pilot innovations
Partner key R&D actors (e.g. TINA)
Shape the Agenda - Drive airport

standards
Create s technology development roadmap
Establish an innovation fund to support

staff ideas
Hotels Pushing for Better Airport
Facilities
Facilities
When you stay at the Hilton Maldives/Iru Fushi Resort & Spa, Beach House
Maldives A Waldorf Astoria Resort or Conrad Maldives Rangali Island, you
start getting amenities even before you arrive at the hotel. The perks
actually start rolling in when you step off of the plane.
After you arrive at Maldives International Airport and await your seaplane
transfer to your island getaway, you get to relax in the new VIP seaplane
lounge that gives out a number of freebies.
These include a complimentary shoulder massages, which are probably
much-needed after a long, cramped international flight.
Other freebies in the air-conditioned lounge include hot and cold food
prepared by a resident chef, drinks, Wi-Fi, computer stations, toilets,
showers and changing areas. There are indoor and outdoor lounging areas.
Guests staying at the Beach House Maldives and Conrad Maldives Rangali
Island get a large shared lounge while guests of Hilton Maldives Iru Fushi
Resort & Spa receive their own separate area.
Source: Hotel Chatter, May 2011
http://www.hotelchatter.com/story/2011/5/1/23651/77295/hotels/No_Fair_The_Hilton_Maldives_Hotels_Have_Their_Own_Seaplane_Airport_L
ounge
Facilities
In March 2010, the W Retreat & Spa -Vieques Island opened a welcome
lounge at the tiny, un-air-conditioned Vieques Airport, off the coast of Puerto
Rico.
Hotel guests are greeted with chilled towels, cocktails and light snacks.
"While they're relaxing, we check them into their rooms, tag and load their
luggage into a Jeep, and then whisk them to the retreat, which is five
minutes away," says the hotel's Nikolai Ursin. Use of the air-conditioned
lounge includes free Wi-Fi and is complimentary for hotel guests at both
arrival and departure.
Source: USA Today, July 2011 http://www.usatoday.com/travel/experts/baskas/2011-07-19-airport-lounges-access-memberships_n.htm

Retail and
Revenues
What Will the Future of
Onboard Retail Look Like?
In surveying travellers globally, GuestLogix found that more than half would
take advantage of destination-related offers onboard a flight. The company
expect items such as tickets to entertainment, ground transportation,
attractions, tours and other offers that add immediate value to a trip to be in
demand, not just in Asia, but around the world.
In response, leading onboard duty-free concessionaires will evolve their
business models to include broader shopping categories with the
convenience of home delivery. This will represent the next wave in onboard
innovation that will usher in other important changes in the onboard
experience.
Airlines will need to upgrade their existing POS systems to meet more
stringent global payment standards. As connectivity slowly takes its place
onboard aircraft, payments will incorporate real-time credit card
authorisations to support higher-value transactions.
Source: Retail in Asia, April 2011 http://www.retailinasia.com/article/tech/retail-systems/2011/04/boardroom-inflight-retail-20-catching-asia-says-

guestlogix
New Business Models
81% - Pay to Present
67% - Experience Lounges
67% - Monetize Clients
48% - Airport Seminars

New Business Models
A number of new revenue models are available to us. Respondents were asked to assess
the likelihood of six strategies which the travel sector might adopt to generate new
revenues in the face of growing pressure on price and margins.
81% think that product vendors will be willing to pay to present to the high net worth
individuals who are captive in an airport, flight or hotel room on a holiday.
Fully 84% expect that vendors will test new products in flight or in customers rooms and
survey their opinions via the seatback TV / room TV. Given the increasing amount of time
passengers spend waiting in airports,
67% think it likely that we will see experience lounges in airports that pay high net worth
individuals and business customers to test out new products.
As marketing strategies become ever more targeted and consumer profiling techniques
are refined, 54% think product manufacturers and marketers will take proven high
spenders on free product testing conventions or holidays.
As travel agents come under increasing pressure from direct booking, 67% of
respondents think agents will try to monetise their customer base by charging companies
to survey their network of customers and then share the rewards with customers.
48% think airports will run short business and personal development seminars for
customers waiting to travel for which a fee would be payable.
How to Attract Non-Shoppers?
Luxury?
Convenience?
Choice?
Inspiration?
Price?
Integrated Travel Solutions
Reinventing Formats
Chain vs. Independent
Store and Product Locators
Personalisation
Dynamic Billboards
Holographic Displays
Ambient (Embedded) Technologies
(IP in Everything)
Reaching into Retail
Reaching into Retail: Changi
In March 2010, CAG launched Changi Rewards: a programme that rewards
shoppers for spending at Changi, providing them with even more reason to
shop and dine there.
In April 2010, CAG launched Lets Do Lunch a two-month dining
promotion at the public areas of Changi, targeted at local residents and
those who work near the airport. Under this promotion, 22 dining
establishments offered enticing weekday set lunches at an attractive rate of
just S$10.
In May 2010, GST-absorbed shopping was extended to the public areas of
all terminals at Changi (from just Terminal 3) under the Flying or Not, You
Shop We Absorb programme, with about 90% of the stores at the public
areas absorbing GST on all purchases.
In June 2010, CAG launched the Be a Changi Millionaire shopping
promotion, which saw one lucky patron walking away with the grand prize
of S$1 million at the end of the six-month campaign in January 2011.
Source: Future Airport.com, March 2011 http://www.futureairport.com/articles/025_mar2011/FAI025_qa-changi.pdf
Future of Retail ?
Future of Retail
By Brett Proud, GuestLogix
The new in-flight retail environment will be distinguished not by the reselling
of once-included products and services, but rather by embracing and
extending the relationship between airline and passenger. It will be marked
by accurate assessments of consumer needs and wants and by the
fulfillment of these at any (and every) touch point of the journey. It will be
defined by customer experience and framed by retail-informed strategies of
merchandising and product mix.
Creating and promoting a successful customer relationship may be second
nature for ground-bound retailers but for airlines it means re-conceptualising
the passenger.
While the unbundled airfare relies on presenting fee-or-no-fee options to
passengers for basic, almost compulsory, products and services a
checked bag, a seat assignment the new approach to in-flight retail puts
the emphasis on the passenger.
Source: Travel Tourism Middle East, June 2011 http://www.ttnworldwide.com/GeneralNews.aspx?artid=10521
Future of Retail
Within the onboard store, virtual shelves replace physical shelves with
great effect. Products are offered based on predetermined tastes and
preferences, flight duration and destination. A brand can be established and
extended through interaction with this onboard store much as it has for
most of the retail success stories in the past decade. But in a controlled Wi-
Fi-enabled environment or through the use of smart wireless point-of-sale
devices, passengers can explore the onboard store from the comfort of their
seat as well as interact with in-flight entertainment systems through their
own personal electronic devices.
Airlines also have information on their passengers demographics, itinerary
and immediate purpose (i.e business or leisure) readily
available. Traditional retailers would have to spend countless weeks
collecting data and probably paying market analysts to interpret it to get
the sort of valuable information airlines have at their fingertips. Utilising this
data to develop a compelling retail experience is central to the onboard
store approach and bound to become industry standard very soon.
Source: Travel Tourism Middle East, June 2011 http://www.ttnworldwide.com/GeneralNews.aspx?artid=10521
Google
The worlds first Google store, The Chromezone, had a low-key opening in
London, England inside a branch of PC World on Tottenham Court Road.
The temporary 285 square-foot store will be there until Christmas, selling
Googles Chromebook laptop and a range of accessories. Another pop-up
store will open in Essex and more around the world in the coming months. If
this experiment is successful then Google could follow its rival Apple in
opening a large number of permanent stores. [1]
eBay
eBay has teamed up with designer Jonathan Adler to launch a shoppable
storefront in New York City.
The storefront features various products chosen by top trendsetters who
were asked to compile their fall shopping wishlists. Items are accompanied
with QR codes, which shoppers scan using the eBay app. Scanning a code
brings the user to a buy page in the app. [2]
Source 1: PSFK, 08/10/2011, http://www.psfk.com/2011/10/google-opens-store-in-london.html

Source 2: PSFK, 25/08/2011, http://www.psfk.com/2011/10/spotted-ebay-inspiration-shop-on-park-avenue-nyc.html
Richelle Parham, chief marketing officer of eBay North
America:
Consumers today expect to shop how they want, when they

want and mobile technology is blurring the lines between
online and offline retail to meet this demand. The Inspiration
Shop brings to life how eBay enables people to immediately
act on their passion for shopping in this new commerce
environment.
Source: PSFK, 25/10/2011, http://www.psfk.com/2011/10/spotted-ebay-inspiration-shop-on-park-avenue-nyc.html

Paypal
To help make better businesses for merchants, Paypal has announced that
it will be opening a pop-up store in New York on November 1 2011. This
venue, situated within Manhattans Tribeca neighborhood, is intended to
showcase the latest in online payment technology.
Merchants and interested entrepreneurs may soon come into the Paypal
store and get info and product demos to improve their business payment
methods. Among the new technologies Paypal is set to launch within the
next few months, is a means for in-store owners to use the online system
for mobile checkouts.
Source: PSFK, 05/10/2011, http://www.psfk.com/2011/10/paypal-pop-up-store-is-coming-soon-to-manhattan.html

Virtual Grocery Shopping
In a trial run Tesco's South Korean supermarket chain Home Plus has
plastered a subway station with facsimiles of groceries, labelled with a
unique QR code for each product.
As commuters pass by on their way to work, they can use a mobile-phone
app to take pictures of the products they want, then check out. The
groceries are automatically delivered to their doorstep by the end of the
work day.
The virtual grocery store has been a hit among more 10,000 customers,
with Home Plus reporting a 130 percent increase in online sales.
Source: MIT Technology Review, 05/07/11, http://www.technologyreview.com/computing/37966/?p1=MstRcnt&a=f

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Airport 2025

Transforming the Passenger Experience

Understand Research & New

Thinking is Back in Fashion

Today - US 3 Seats per head / China 0.3 / India 0.1

39% - Airports only in Major Euro Cities

64% - Half will Collapse

49% - Massive Growth

Emergence of Virtual Airlines?

Back to the Crash and

Next - Sustainable Green Terminals?

448 739 691 5231

Aubrey de Grey suggests

What are the health,

What kind of opportunities

Too Busy To Care

Complex Lives, Pressurised

Wealthy and Hard to Please

71% - Traveler motivations will become increasingly fragmented /

Very likely Likely Unlikely Very unlikely

2011 Amadeus IT Group SA

Stimulus / Search / Booking

<Plaza aankomst> <Picture>

Single swipe open tab

Define change roadmaps

Huge untapped potential

Technology is a key enabler

Encourage innovation and

Experiment with business

Work with and for

Watch a short video of Rohit at http://www.travelmole.tv/watch_vdo.php?id=14300

Download the Hotels 2020: Beyond Segmentation Report at

Personal Futuring for

Source: Deutsche Bank Research Public debt in 2020 March 2010

Source: World Tourism Directory, June 2010

Source: Forum for the Future Tourism 2023, October 2009

Source: Forum for the Future Tourism 2023, October 2009

Overcrowding in popular destinations has led to the rise of glamorous campsites,

Fastest growing destinations: the Democratic Republic of Burma, Yemen, Beyond

Source: Forum for the Future Tourism 2023, October 2009

Source: Forum for the Future Tourism 2023, October 2009

Eiffel Tower auctioned off to a multinational corporation as part of sponsored heritage

Source: Forum for the Future Tourism 2023, October 2009

Fastest growing destinations: Montenegro, France, Lithuania, Portugal, Germany,

Source: Forum for the Future Tourism 2023, October 2009

Source: Forum for the Future Tourism 2023, October 2009

Fastest growing destinations: Cornwall, Ukraine, Sweden, Mozambique Special

Source: Forum for the Future Tourism 2023, October 2009

Source: Futurist Future of Travel and Tourism, by Glen Hiemstra on 01/07/09

Source: Tomorrows Tourist Simple Identity, 2009

Source: Tomorrows Tourist Simple Identity, 2009

Source: Tomorrows Tourist Simple Identity, 2009

Source: Future Travel Experience, May 2011 http://www.futuretravelexperience.com/2011/05/what-do-passengers-really-want/

Source: Future Travel Experience , May 2011 http://www.futuretravelexperience.com/2011/05/what-do-passengers-really-want/

Source: Airbus Global Market Forecast 2010-2029, December 2010

2009 (%) 2015 (%) 2025 (%) 2040 (%)

Source: (1) China Daily January 2010 http://www.chinadaily.com.cn/china/2010-01/15/content_9323567.htm

Source: IATA 2010, Markets in 2014

Source: IATA 2010, Markets in 2014

Source: Airbus Global Market Forecast 2010-2029, December 2010

Source: TTG Nordic, 2011 http://www.ttgnordic.com/news/item/429-a-look-at-the-super-airports-of-the-future

Source: IATA, June 2010 http://www.iata.org/pressroom/pr/pages/2010-06-07-02.aspx

Source: IATA, June 2010 http://www.iata.org/pressroom/pr/pages/2010-06-07-02.aspx

Source: IATA, June 2010 http://www.iata.org/pressroom/pr/pages/2010-06-07-02.aspx