Dynamic Parking Management at Sydney Airport

Craig NortonGeneral Manager Parking & Ground Transport12 September 2013

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Welcome to Sydney Airport

Sydney Airport is Australia’s busiest airport welcoming 37 million passengers on 39 airlines and 95 destinations

Internationally

• 42% of all passengers arriving in Australia come to Sydney Airport

• 6th largest A380 airport in the world

• 48% of all airfreight

• 63,110 flights in 2012

Domestically

• 25% of all domestic passengers pass through Sydney Airport

• The 5th and 12th busiest routes in the world

• 229,739 domestic and regional flights in 2012

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Sydney Airport Overview

So what else is unique about

Sydney Airport ?.....

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When you land in Sydney you are IN Sydney

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Even the beaches are close!

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Now that’s a beach! – 7km away

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Parking Implications

Proximity to the CBD means that there are many transport alternatives other than driving and parking at the airport

• Off airport car parks

• Taxis, limousines, shuttle buses or coaches

• Public rail and public buses

• Free pick up and drop off facilities at the airport

10%

90%

Passenger Mode Split

Car (parked in car park*)

A modal market share of 10%

*Excluding free parking

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A static approach doesn’t work in a highly dynamic environment

Historically Sydney Airport parking

Had been priced on a one size fits all approach

Had fixed pricing, regardless of time of day, demand and usage patterns

Had not adjusted its pricing or products to reflect the changing passenger mix

Was not fully cognisant of the highly competitive nature of the parking business

Was not communicating effectively with it’s existing potential customers

On the ground…

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Dynamic Business Management

A dynamic environment calls for dynamic approaches … flexibility is paramount

Segment focussed customer research

Better Customer Experience

Effective Marketing

Communication

Improved Value

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Segment Focussed Customer Research

Cost

• Primary consideration across different passenger groups (less so for business traveller)

• Is considered as a proportion of the total trip cost

Convenience

• Traded off against cost, time and comfort (eg trains often not considered by those on the northern beaches)

Customer Experience

• A previous negative experience will often mean that a transport option will be excluded from future consideration

• A positive experience will mean it will continue to be used without serious consideration of alternatives until a negative experience disrupts this

Awareness of Options

• Lack of awareness and understanding of transport options will exclude them from being considered (eg knowledge of our various product and pricing options)

Frequent Business

Visitor

Corporate Lounge Traveller

Young Value-Seeking Explorer

Vacationing Families

Experienced Local VFR

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Better Customer Experience

Flexible online booking system

• Chose Advam Attendant as an off-the-shelf online booking system to replace legacy software

• Capable of credit card or barcode scan at entry

Access Equipment Replacement

• Rigorous tender process with detailed specifications resulted in choice of Designa equipment

• Designa were the systems integrator

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Better Customer Experience

Parking Guidance System

• Indect - Simple, effective ultra-sonic system

Centralised Control

• Establishment of ‘contact centre’ control room with new processes and customer centric approach

Valet System

• American valet system by STS integrated with online booking system and equipment

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Improved Value

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Effective Marketing Communication

Make it Exciting

• Remote Long Term Car Park (zzzz…)

• If you are not passionate why would your customers be?

Tell ‘em about it

• Unless your customers know …

• Choose your mediums effectively – Traffic Report

Don’t lose sight of your objectives

• Focus on growth of customer base and repeat usage – our base has grownover 400% since launch in October 2011

• Go for revenue management first and get your customers into the habit

• Yield manage your peaks and use your ‘troughs’ to generate the marketing message – $69 four day weekend

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Effective Marketing Communication

Don’t forget to ask “Would you like fries with that?”

• Give customers the choice to upgrade

- 15% of our ‘Weekenders’ upgrade to valet

- 5% from Blu Emu to at-terminal parking

Study your customers behaviour, listen to what they say

• Social media is both immediate and trackable – SEM gives us over 13x ROI and FB driving high shares & likes and engagement

The Proof of the Pudding

Strong connection between marketing campaigns and increasing booking volumes

19,772

Thank you

for your attention