Growing Airport Parking Revenue. Jenna Buckner

Transcription

1 Growing Airport Parking Revenue Jenna Buckner 1

2 car parks daa is part of Dublin Airport Authority plc (DAA) and offers expertise in commercial management for airport parking. DAA is a major international airport company. Its principal activities are airport development, operation and management, parking management, Irish and international airport retail management and international airport investment. DAA has invested in airports and commercial activity throughout the world, including Canada, the UK, Russia, Egypt, Oman, Cyprus, Ukraine, India and China, and offers consultancy services to airports internationally. 2

3 DAA also runs Cork Airport, 2.3 million pax/year While Dublin Airport hosts over 19 million passengers/year, DAA has successfully applied its parking management tools to smaller Cork Airport Last year Cork Airport parking revenue grew 5% YOY in face of declining passengers of 7% Revenue per passenger has increased YOY with customers trading up to higher yielding products Online revenues made up over 40% of sales 3

4 Revenue Control Systems at DAA have grown from a man with a bucket to... Cash collector Cashier on exit Pay on foot & cashier + Simple model of collecting cash Cash collected on exit by cashiers Pay on foot machines accepting cash only plus cashiers on exit 1970s 1980s 1990s 4

5 ...full integration with our airline partners Pay on foot only + Online reservation and ALPR Airline In Path reservation Aer Lingus Ryanair Pay on foot machines, cash and credit cards. No cashiers, big headcount reduction Reserve online. Booking and entry and exit confirmed via automatic license plate recognition. Pay on foot also available Selling car parking in path with airline tickets

6 Product view for customer 6

7 Product view for customer 7

8 Dublin Growth in Online Bookings *Excludes Meet & Greet 8

9 Pre-booking brings huge benefits Advance booking means cash in the bank Agility and speed through immediate price changes and promotions Breakage (no shows) 2% to 10% of customers don t request a refund Airports can build direct relationship with customers database Online promotion is cheapest method of marketing and promotion 9

10 How did we get where we are today? Upgraded to fiber optic cabling in all car parks Installed a modern, up-to-date PARCS system Integrated an online booking system from a global vendor Established a commercial parking management team 10

11 Parking Best Practice. Commercial Management Techniques Accountability Customer Marketing Product & and Insights & Strategy & Promotion Ownership Segments Campaigns Definition Reporting and Data Analysis Utilization of Technology Integration with parking operations Pricing and yield analysis 11

12 Three Customer Segments: All With A Different Challenge Routine junkies Business-33% Family- 21% Stressed, juggling children and travel Younger, value seekers VFR- 18%

13 Understand who your Competitors are. 13

14 Competitors are also other modes of travel 22% 31% Business 32% Holiday 25% VFR 18% VFR 42% Holiday 26% Business 16% Source: Pax Tracking. All Pax. Q Irish (incl NI)

15 Size of the Business Segment Prize Facts 18% Target Competitor 1 18% Using Convert 56% Prize 906K Pax Taxi 32% Using Convert 20% Competitor 1 XXX,XXX 33K Parking Occasions 90 Cars Per Day 16% Towards Revenue Target Taxi XXX,XXX 47K Parking Occasions 128 Cars Per Day 23% Towards Revenue Target Overall Prize X.XXM

16 Promotions to target the competition 16

17 Products and promotions to target segments

18 Airlines promote our parking to their customers 18

19 Employing yield management techniques

20 Deployment of technology and organisational change has reduced headcount by 70% in 6 years Controller headcount reduced from 32 in 2006 to 12 in 2012 Car parks now managed from the Airport Control Centre Cash collection and shuttle bus service now subcontracted to 3 rd parties with functional expertise Headcount Reduction Dublin Airport Control Centre - Car parks video wall 20

21 Customer satisfaction has improved by 20% since 2006 Surveys show improvement in customer satisfaction with Car Parks from 62% in 2006 to 82% in 2013 Have used many times before. Excellent service. Thank you. Easy booking to make. Thanks. Quick, convenient and painless! If only all online transactions were as good as this! Thanks for a wonderful service Red C Customer Service Monitor Best and the cheapest car parking. All the family use DAA Simple, quick and easy to use. Thank you. 21

22 The incremental revenue opportunity 22

23 Car Park Operator Commercial Management Airport Operator Step 1: Introduce Commercial Management techniques Typical U.S. Parking Model Owner Revenue ROI Tendering Customer Research Product Design Pricing Analysis Yield Management Marketing Attendants Cashiers 24/7 Support Maintenance Control Centre 23

24 Car Park Operator Car Park Op Commercial Management Airport Operator Airport Step 1: Introduce Commercial Management techniques Typical U.S. Parking Model Possible Future Model (1) Owner Revenue ROI Tendering Owner Revenue ROI Tendering Customer Research Product Design Pricing Analysis Yield Management Marketing Attendants Cashiers 24/7 Support Maintenance Control Centre Attendants Cashiers 24/7 Support Maintenance Control Centre 24

25 Car Park Operator Car Park Op Commercial Management Airport Operator Airport Step 1: Introduce Commercial Management techniques Typical U.S. Parking Model Possible Future Model (2) Owner Revenue ROI Tendering Owner Revenue ROI Tendering Customer Research Product Design Pricing Analysis Yield Management Marketing Attendants Cashiers 24/7 Support Maintenance Control Centre Attendants Cashiers 24/7 Support Maintenance Control Centre 25

26 Car Park Operator Car Park Op Commercial Management Airport Operator Airport Step 1: Introduce Commercial Management techniques Typical U.S. Parking Model Possible Future Model (3) Owner Revenue ROI Tendering Owner Revenue ROI Tendering Customer Research Product Design Pricing Analysis Yield Management Marketing Attendants Cashiers 24/7 Support Maintenance Control Centre Attendants Cashiers 24/7 Support Maintenance Control Centre 26

27 Step 2: Turn data into intelligence Revenue Control System Pre- Booking System Parking Market Research Customer Research Airport Operational Data Analyse to understand every aspect of parking to identify ways to improve the customer experience and increase revenue. 27

28 Foundation Barrier System POF ANPR CCTV Digital Intercom Control Centre Cashier Stations Reports System Message Signage CC Payment Tariff Structure Entry / Exit Financial Interface Pre-book Interface Engine Website Product Catalogue Promotions Engine Whitelabel websites Pricing Coupons Reporting Realtime Statistics Inventory management Capacity Management 3 rd party Integrations Step 3: Introduce a pre-booking system Online Pre-booking System Revenue Control System 28

29 Our belief U.S. Airports are leaving parking revenue on the table. By using techniques like the those utilized at Dublin & Cork Airports, this revenue can be realized. 29

30 Thank you Contact: Jenna Buckner Vice President of Business Development Dublin Airport Authority Telephone (USA):