J.D. Power and Associates Reports: Although Technology May Help Improve the Airport Experience, the Basics Have the Greatest Impact on Passenger Satisfaction

WESTLAKE VILLAGE, Calif., Feb. 18 /PRNewswire/ -- Although technology has revolutionized air travel during the past decade, passenger satisfaction with airports continues to lag behind that of other aspects of the travel industry, largely because passenger expectations of basic needs—such as prompt baggage delivery, airport comfort and ease of navigating the airport—are not being met consistently, according to the J.D. Power and Associates 2010 North America Airport Satisfaction Study(SM) released today.

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The study measures overall airport satisfaction in three segments: large (30 million or more passengers per year), medium (10 million to 30 million passengers per year) and small (fewer than 10 million passengers per year). Six factors—assessed through 27 specific attributes—are examined to determine overall customer satisfaction: airport accessibility; baggage claim; check-in/baggage check process; terminal facilities; security check; and food and retail services.

Overall passenger satisfaction with the airport experience averages 690 on a 1,000-point scale in 2010, which is an improvement from 675 in 2008. However, satisfaction with airports in 2010 is considerably lower than satisfaction with hotels (756, on average) and rental cars (733, on average). (1)

Technology has helped drive efficiencies for airports and increase convenience for travelers—for example, through wireless Internet access, parking lot management systems and online check-in. However, the study finds that the areas with greatest impact on overall passenger satisfaction are speed of baggage delivery; ease of check-in and baggage check; comfort in airport terminals; and the amount of time required for security check. For many passengers, basic needs such as seating comfort and ease of moving through the airport are not consistently being met.

"As much as Internet access may be a fun diversion or enable productivity for passengers, getting passengers in and out of the airport easily and efficiently is of utmost importance," said Stuart Greif, vice president and general manager of the global hospitality and travel practice at J.D. Power and Associates. "Airports can best facilitate passenger progress and improve satisfaction by focusing on key elements such as the clarity of airport signage, facilitating quick and accurate delivery of baggage and partnering with the TSA to reduce security check wait times."

The study finds that providing high levels of airport passenger satisfaction has a strong positive impact on retail spending. Among passengers who are "disappointed" with their airport experience (providing ratings of one to five on a 10-point scale), airport retail spending averages $14.12. However, passengers who are "delighted" with their airport experience (providing ratings of 10 on a 10-point scale), spend an average of $20.55 on airport retail purchases—45 percent more than do "disappointed" passengers. Only a small percentage of passengers—9 percent—are "delighted" with their airport experience.

At the segment level, passenger satisfaction with large airports has decreased in recent years. During the same time frame, satisfaction with medium airports has remained flat while satisfaction with small airports has increased.

Large Airports

Detroit Metropolitan Wayne County (DTW) ranks highest in overall customer satisfaction among large airports and performs particularly well in the terminal facilities and baggage claim factors. Denver International (DEN) and Minneapolis/St. Paul International (MSP), in a tie, closely follow DTW in the segment rankings. DEN performs particularly well in the airport accessibility factor.

Medium Airports

Kansas City International (MCI) ranks highest among medium airports, and performs particularly well in three of the six factors: airport accessibility, check-in/baggage check and security check. Following MCI in the segment rankings are Portland International (PDX) and Tampa International (TPA). PDX performs particularly well in the food and retail services factor while TPA performs particularly well in the terminal facilities and baggage claim factors.

Small Airports

Among small airports, Indianapolis International Airport (IND) ranks highest and performs particularly well in the check-in/baggage check, security check and terminal facilities factors. Following IND in the segment rankings are Fort Myers/Southwest Florida International (RSW) and Tucson International (TUS).

The 2010 North America Airport Satisfaction Study is based on responses from more than 12,100 passengers who took a round-trip flight between January and December 2009. Passengers evaluated their departing and arriving airports, and the study includes a total of more than 24, 200 evaluations. The study was fielded between January and December 2009. For more information, view airport ratings or read an article on JDPower.com.

    
    
    Overall Airport Satisfaction
    Large Airport Ranking (30 million passengers          J.D. Power.com
     or more per year)                                    Power Circle Ratings
    (Based on a 1,000-point scale)                        For Consumers
    Detroit Metropolitan Wayne County - DTW     705       5
    Denver International - DEN                  701       5
    Minneapolis/St. Paul International - MSP    701       5
    Orlando International - MCO                 700       5
    Phoenix Sky Harbor International- PHX       699       5
    Charlotte Douglas International - CLT       697       5
    
    Dallas/Ft. Worth International - DFW        692       4
    George Bush Intercontinental/
     Houston - IAH                              685       4
    McCarran International - LAS                682       4
    
    Hartsfield-Jackson Atlanta
     International - ATL                        666       3
    Seattle-Tacoma International - SEA          666       3
    Large Airport Segment Average               665       3
    Toronto Pearson International - YYZ         655       3
    San Francisco International - SFO           647       3
    
    Chicago O'Hare International - ORD          639       2
    John F. Kennedy International - JFK         635       2
    Philadelphia International - PHL            629       2
    Miami International - MIA                   617       2
    Los Angeles International - LAX             616       2
    Newark International - EWR                  609       2
    
    Overall Airport Satisfaction
    Medium Airport Ranking 
    (10 million to fewer than 30 million
     passengers per year)                                 J.D. Power.com 
                                                          Power Circle Ratings
    (Based on a 1,000-point scale)                        For Consumers
    Kansas City International - MCI             742       5
    Portland (OR) International - PDX           733       5
    Tampa International - TPA                   730       5
    
    Cincinnati/Northern Kentucky
     International - CVG                        713       4
    Salt Lake City International - SLC          712       4
    Calgary International - YYC                 708       4
    Baltimore Washington International - BWI    707       4
    
    Oakland International - OAK                 691       3
    Chicago Midway International - MDW          684       3
    Lambert St. Louis International - STL       683       3
    Medium Airport Segment Average              683       3
    Memphis International - MEM                 682       3
    San Diego International/Lindbergh
     Field - SAN                                678       3
    Fort Lauderdale Hollywood
     International - FLL                        677       3
    Cleveland Hopkins International - CLE       675       3
    Honolulu International - HNL                675       3
    Reagan National International - DCA         672       3
    Vancouver International - YVR               669       3
    
    Dulles International - IAD                  646       2
    Boston Logan International - BOS            644       2
    LaGuardia International - LGA               604       2
    
    Overall Airport Satisfaction
    Small Airport Ranking
    (fewer than 10 million passengers per year)           J.D. Power.com 
                                                          Power Circle Ratings
    (Based on a 1,000-point scale)                        For Consumers
    Indianapolis International - IND            777       5
    Southwest Florida International - RSW       767       5
    
    Tucson International - TUS                  755       4
    Jacksonville International Airport - JAX    754       4
    Austin-Bergstrom International - AUS        752       4
    T. F. Green Airport -  PVD                  750       4
    Palm Beach International Airport - PBI      740       4
    Albuquerque International Sunport - ABQ     735       4
    
    Pittsburgh International - PIT              729       3
    General Mitchell International - MKE        726       3
    Small Airport Segment Average               721       3
    Buffalo Niagara International
     Airport - BUF                              720       3
    Nashville International - BNA               717       3
    Port Columbus International - CMH           715       3
    Raleigh-Durham International - RDU          715       3
    Sacramento International - SMF              715       3
    Bob Hope Airport - BUR                      707       3
    John Wayne Airport - SNA                    706       3
    Houston Hobby International - HOU           697       3
    
    Bradley International - BDL                 691       2
    Reno/Tahoe International - RNO              689       2
    Dallas Love Field - DAL                     679       2
    San Antonio International - SAT             677       2
    Louis Armstrong New Orleans
     International - MSY                        673       2
    San Jose International - SJC                645       2

Also included in the study but not ranked due to small sample size are: Albany International Airport – ALB; Anchorage International Airport – ANC; Boise Airport – BOI; Dayton International Airport – DAY; El Paso International – ELP; Greater Rochester International Airport – ROC; Long Beach Airport – LGB; Louisville International Airport – SDF; Manchester-Boston Regional Airport – MHT; Norfolk International Airport – ORF; Omaha Airport Authority Eppley Airfield – OMA; Ontario International Airport – ONT; Richmond International Airport – RIC; Spokane International Airport – GEG; Tulsa International – TUL; and Will Rogers World Airport – OKC.

(1) Source: J.D. Power and Associates 2009 North America Hotel Guest Satisfaction Index Study(SM) and J.D. Power and Associates 2009 Rental Car Satisfaction Study(SM)

About J.D. Power and Associates

Headquartered in Westlake Village, Calif., J.D. Power and Associates is a global marketing information services company operating in key business sectors including market research, forecasting, performance improvement, Web intelligence and customer satisfaction.  The company's quality and satisfaction measurements are based on responses from millions of consumers annually.  For more information on car reviews and ratings, car insurance, health insurance, cell phone ratings, and more, please visit JDPower.com. J.D. Power and Associates is a business unit of The McGraw-Hill Companies.

About The McGraw-Hill Companies

Founded in 1888, The McGraw-Hill Companies (NYSE: MHP) is a leading global information services provider meeting worldwide needs in the financial services, education and business information markets through leading brands such as Standard & Poor's, McGraw-Hill Education, Platts, Capital IQ, J.D. Power and Associates, McGraw-Hill Construction and Aviation Week. The Corporation has more than 280 offices in 40 countries. Sales in 2008 were $6.4 billion. Additional information is available at www.mcgraw-hill.com. 

J.D. Power and Associates Media Relations Contacts:

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John Tews; Troy, Mich.; (248) 312-4119; [email protected]

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