Maximize Non-Aeronautical Revenues with Big Data

October 24, 2016

by John de Giorgio
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Airports are increasingly focusing on their non-aeronautical sector, using opportunities at their disposal to optimise and maximize non-aeronautical revenues. Airports do this not just to support the core operation of flying passengers through their facilities, but also supplements revenues for healthier profit margins. Unfortunately, most airports do not collect data in sufficient enough detail to be able to provide meaningful insight required to affect the bottom line.

Maximize Non-Aeronautical Revenues Summit 2016 – Singapore

CA+ Presentation
CA+ CEO John de Giorgio

I was invited to speak at the “Maximizing non-Aeronautical Revenues Summit” held in Singapore between the 11th and 14th of October. During the summit, I shared my experience on how airports can use Big Data analytics to maximize non-aeronautical revenues.

During the presentation I explained how airports need to start improving the detail and frequency of their data collection. Airports also need to increase the sources from which data is collected to include all non-aeronautical revenue streams, and not just for example their duty free. This will provide the basis for analysis and ultimately insight to maximize non-aeronautical revenues.

Data Collection

Most airports, with a few exceptions, receive limited sales data from their retail and F&B operators. Typically, they receive sales on a monthly or weekly basis, and at best, broken down by date.

In some scenarios, an airport might receive more detailed data from their duty-free concessionaires. However, although duty-free data may represent let’s say 40% of the total sales, extrapolation of trends in duty free across to speciality retail can skew results.

When it comes to analytics, the size of the data-set is key. You cannot implement Big Data analytics if you do not have sufficient data.

Airports should be striving to collect detailed sales data. The collection processes must be automated, scalable and manageable to ensure its sustainability and success.

CA+’s modularity also allows the collection of data from other sources. These include contract information, operational data such as flight data and passenger numbers, terminal, date and more, as well as passenger counting/flow systems and queue measurement. Through CA+’s Business Intelligence engine, you can then obtain insight in order to drive decision-making.

This should not be a Business Intelligence project. BI is an important outcome but this is really a data collection integration project.

My full presentation can be viewed and downloaded here:

If you would like to know more about how CA+ can elevate your operational efficiency and non-aeronautical revenue growth, get in touch today.

About John de Giorgio

John is the CEO of Concessionaire Analyzer+, a software company specialising in assisting airports in controlling, managing and boosting their non-aeronautical revenues, a sector of ever-increasing importance to airport revenues and particularly profitability.

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