Top 100 Airports Global Mobile Readiness Index

Director of Research and Online Marketing
Published 11/19/15
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Assessing the Mobile Readiness of the World’s Top 100 Airports

Download the full report: Top 100 Airports Global Mobile Readiness Index

Airports around the world are currently falling short in servicing an increasingly mobile traveler. These are the findings of the Top 100 Airports Global Mobile Readiness Index, a major review of the Mobile Readiness of the World’s Top 100 Airports. 

The report examined digital platforms of the Top 100 Airports (by passenger volume) worldwide over a 12-month period from November 2014 to November 2015. It is part one of a multi-part series looking at the Mobile Readiness of Airports and the critical features and content sought by travelers using mobile devices. It follows on from the Mobile Readiness Index of 231 Destination Marketing Organizations from the US and around the world, published in August 2015. 

AIR TRAVELERS ARE CONNENCTED: 97% of air travelers travel with at least one digital device; 57% of US leisure travelers have used their smartphone for travel planning or booking purposes in the past 12 months 

This research, sponsored by Miles, highlighted a significant gap between the traveler-facing mobile solutions offered by the world’s largest airports and the mobile use by airline travelers—97% of whom travel with at least one digital device.

Only 34% of the world’s 100 largest airports offered a responsive website as of November 2015—and more than one third have no mobile web solution, offering only a desktop website. 

“If airports are going to continue to shift from their traditional roots of being transportation infrastructure providers to being consumer-focused lifestyle and service experiences, a greater focus on mobile readiness will be critical to success,” notes Dr Chris Gibbs of Ryerson University, the lead researcher on the report. 

The report highlights a range of conclusions and recommendations useful to both airports and others in the wider travel and tourism industry. A few highlights include:  

  • As with other tourism sectors including DMOs, there is a significant gap between the use of mobile technologies by airline travelers and the investment by airports in mobile solutions 
  • Airports should speed their investment in, and launch of, mobile-friendly passenger technologies
  • As with all travel and tourism organizations, airports should focus first on launching or enhancing a responsive website that can work seamlessly across all device types (smartphones of all types, tablet, desktop) and operating systems (Windows Mobile, Apple, Google Android) 
  • Airports should look to add additional features and content to their mobile solutions including web-based “push” technologies such as real-time, personalized flight updates and baggage collection information 

A full outline of the features and content sought by air travelers, and a summary of “best in class” current airport mobile solutions, will be outlined a follow-up “Mobile Readiness” report from Ryerson University and Miles in Q1 2016.  

Download the full report: Top 100 Airports Global Mobile Readiness Index 

Learn more about Ted Rogers School of Management, Ryerson University

 

Airports around the world are currently falling short in servicing an increasingly mobile traveler