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The Future for Parking is Pre-booking Schiphol and Chauntry lead the way. In this workshop we’ll look at. Why airports should pre-book parking Schiphol’s challenges Schiphol/Chauntry case study Benefits so far Discussion. Airport Parking is:-. Not sexy! - PowerPoint PPT Presentation
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The Future The Future forfor Parking Parking isis Pre-booking Pre-booking
Schiphol and ChauntrySchiphol and Chauntrylead lead thethe way way
In this workshop we’ll look at ...In this workshop we’ll look at ...
Why airports should pre-book parkingSchiphol’s challengesSchiphol/Chauntry case studyBenefits so farDiscussion
Airport Parking is:-Airport Parking is:-
Not sexy! 15% - 35% of non-aeronautical revenue
for most airportsLess understood for its commercial
potential than other retailA real opportunity to grow revenueA mature market in the UK ......
Off-airport parking in the UK – Off-airport parking in the UK – main characteristicsmain characteristics
Available low rent land close-byOwn reservations web-siteProminent internet position for Airport
parking searchCustomer focussed sales approachVIP Service perception
UK Pre-booking history:UK Pre-booking history:Industry perspectiveIndustry perspective
Developed during 1990’sCompetitive influences:
◦Off-airport suppliers◦Consolidators
Airports privatisationLow cost airlines
UK Pre-booking history:UK Pre-booking history:Consumer perspectiveConsumer perspective
Accessibility of the internetConfidence to purchase on-lineConvenience of advance purchaseSpace guaranteeAvailable choice = Lower prices
Does pre-booking at Schiphol Does pre-booking at Schiphol cannibalize roll-up?cannibalize roll-up?
Difficult to completely preventPre-booking volume more than
compensatesNeeds continual attention due to the
changing dynamics within the Airport business
Schiphol’s approach to minimising Schiphol’s approach to minimising cannibalizationcannibalization
Yielding = selling the right product to the right customer for the right price
Set pre-conditions – cancellation / amendment fees, restrictions on availability
Target new markets – e.g. off-peak / weekend promotions in short stay
UK Airports today …..UK Airports today …..Better positioned to competeDirectly communicate with travellersCustomers are the airport’s customersProvide a better service Offer flexible prices and different products to
improve yield & occupancyHave the potential to increase the value of
sales
•Products
Create interest with special offersCreate interest with special offers
About Schiphol ......About Schiphol ......
Pre-booking began in 2004Needed to address reducing volumes and
monopoly perceptionSpecific service introduced - Smart ParkingObjective to differentiate pricingBut still ....Off-airport competition proliferates .....
25 competitors at 31 25 competitors at 31 locationslocations
With brand strength ......With brand strength ......
...and even price comparison sites...and even price comparison sites
Schiphol - why a new system for pre-booking?Schiphol - why a new system for pre-booking?
Extended reservation possibilities - multiple product choice with varying capacities
Flexibility with CPMS connections – ability to interface with any CPMS
Extended payment options – B2B credit payment & iDEAL
Extended access options – Credit card, vehicle registration, PIN no, Privium member customer cards
Why a new system for pre-booking? (2)Why a new system for pre-booking? (2)
Extended changing options – customer amend and cancel plus secure login
Flexibility in configuring master data – control of all data and reporting flexibility
Extended promotion functionality – multiple simultaneous promotions by product
Schiphol chose Chauntry ParkspaceSchiphol chose Chauntry Parkspace™™
To yield “off-centre” parking and better compete with off-airport
To yield “centre” parking to optimise off-peak and maximise occupancy
As a service to Privium customersTo capture customers early, for loyalty and
develop sales of other servicesPre-payment encourages commitment
Promotion functionalityPromotion functionality
““Greyed-out” products can encourage customer Greyed-out” products can encourage customer join the Privium programme or book earlyjoin the Privium programme or book early
Product choice supported by an upgrade Product choice supported by an upgrade option, encourage higher spend ....option, encourage higher spend ....
Pre-payment and choice of car park accessPre-payment and choice of car park access
Progress since October 2009Progress since October 2009
Over all the number of reservations is growing.At the off-centre car parks: - 55% of transactions are pre-booked - Rises to 70% at holiday times
Number of pre-bookings per year Schiphol Parking
0
50000
100000
150000
200000
250000
300000
350000
400000
2004 2005 2006 2007 2008 2009 2010estimate 2011estimate
#intro product/price
differentiations like early bird and non/cancellable
+23%
+40%
+6%
+12%
ParkspaceParkspace™ has allowed Schiphol to ™ has allowed Schiphol to introduce:introduce:
Pricing based on lead time – Smart Early Bird (33% increase on 2009)
Pricing based on special conditions – Non-cancellable Smart Christmas promotion
Pricing based on lead time and parking duration – Park & travel differential rates 1- 7 days and 8-15 days
ParkspaceParkspace™ has also allowed Schiphol ™ has also allowed Schiphol to introduce:to introduce:
New products – Visitors and Excellence Parking; Privium parking will soon follow
Up-selling – Wider range of products encourages up-sell. Some upgrades are available – more will be introduced
Remark: in general the peaks are related to school holidays, Smart TV campaigns or direct mail. The lows are related to the Iceland ash cloud and extreme Dutch winter weather.
2010
213229316391439371389372341391519477447462435391454670463
#bookings a day Smart/Park&Travel (moving average)
0
200
400
600
800
1.000
1.200
1.400
j j j f f m m a a m m
j j j j j a a s s o o n n d d d
2007 2008 2009 2010
7 per. Zw. Gem. (2007) 7 per. Zw. Gem. (2008) 7 per. Zw. Gem. (2009) 7 per. Zw. Gem. (2010)
meivakantie
Smart campagne radio/tv 2007, 2008, 2010
Smart campagne 2008
Smart camp 2009
aanloop herfstvak en winteractie mailing 2009
zomervakantie periode
kerstvakantie
winterweer 2009: schiphol.nl paar dagen niet benaderbaar
aswolk ijsland 2010
Number of bookings by lead time for parking duration 8-15 days (period: fall break 2009)
0
50
100
150
200
250
300
350
400
450
1 4 7
10
13
16
19
22
25
28
31
34
37
40
43
46
49
52
55
58
61
64
67
70
lead time
# b
ooked
Park and Travel 3 Smart Parking
Price smoothing needed to fill the gap after Smart Parking is full or not bookable anymore within 1 week before departure
Number of bookings by lead time for parking duration 8-15 days (period: fall break 2010)
0
50
100
150
200
250
300
350
400
450
lead time
#b
oo
ke
d
Park and Travel 3 Smart Parking
9% increase in bookings within 1 week before departure, but lead < 4 days still needs smoothing
32% increase in Smart bookings with lead > 42 days=Early Bird Smart rate
New features coming soon!New features coming soon!
iDEAL payment / Diginumber / licence plate recognition for Privium members
Add-ons – cross-promoting and cross-selling other products /services
Html email confirmation – will provide an extra communication platform
Occupancy based rating and overbooking – further enhancements to yielding
Cross promotion – Shopping Cross promotion – Shopping Voucher (Dublin Airport)Voucher (Dublin Airport)
And more new features coming And more new features coming soon!soon!
Multiple Bookings – multiple bookings in one transaction – for frequent flyers or groups
Corporate Accounts – to pentrate new markets (large companies, affiliates etc)
Tied Commission – incentive to encourage affiliates etc to grow sales
Marketing questions – seek instant customer feedback to optimise products
How does Schiphol see the future How does Schiphol see the future for on-line bookingsfor on-line bookings
Better customer profiling from customer data
Pre-booked customer access by boarding card or mobile phone bar code
Building customer loyalty / targeted offers by profile
The focus is on customer convenience including ....
Mobility with Chauntry ParkspaceMobility with Chauntry Parkspace™™ mobile phone application mobile phone application
In conclusion:In conclusion: Pre-booking is fundamental to Schiphol’s objectives of
increasing revenue yield and market share Schiphol now has a pre-booking system with infinite
capability to meet the ever-changing and future demands of its airport parking business and its customers
In Chauntry, Schiphol has a specialist independent airport parking technology partner committed to ensuring its clients have the very latest pre-booking solutions
THANK YOU
QUESTIONS AND
DISCUSSION