Humberside Airport Case Study

Distributing car park spaces and related products for the right price at various times within 24/7 can be one of the toughest challenges for any airport-management.

About Humberside

The Humberside Airport estate covers over 344 acres. A substantial mix of aviation businesses operate on the estate, including the second largest heliport in the UK, a diverse hangar portfolio and three flying schools. The Airport has land for development, designated for business park use or applications in commercial aviation.

Challenges

Airport parking means relentless coming and going. It includes a wide range of demands including long and short-term parking, business parking, holiday parking and parking for meeters and greeters. Operate pre-booking for direct sales channel, affiliate and distribution partners. The main objective was to increase revenue and conversion.

Capturing customer data – getting to know their customers - The airport website and car park are often the first touch points with passengers; the AeroParker system enables you to leverage car parking reservations and sales to engage with customers and gain vital customer insight and data, before they even arrive at the airport.

Optimising a mixture of volume and price. Selling too cheap and being sold out is a retailer’s nightmare. Pricing too high and having unsold stock is just as bad. An airport must be able to use yield and revenue management technology to adjust the percentage or quota of pre book parking spaces available and their prices relative to expected total car park occupancy at a particular time based on optimising the revenues. So, if an airport has a view on occupancy by the hour, then when it knows that certain cars have left the car park earlier than expected but have pre-paid already, then that space can be offered for resale earlier and therefore generate more revenue than expected.

AeroParker’s Solution

The website to provide passengers with all the latest airport information/news, and has a dedicated booking hotline for those who prefer to book by phone. User experience is as important to AeroParker as the website’s technical capabilities. AeroParker’s team of Information Architects and Web Designers worked to produce an intuitive and accessible website which is designed to make the process of booking a car park space as straight forward as possible.

The application takes the customer through the process of making a booking. It then presents the customer with a range of products based on the dates they entered. Once they have selected the product they can then enter their vehicle and personal details to pay by credit or debit card.

AeroParker’s car park booking system also gives Humberside car park booking staff the ability to apply rules and quotas to the car parking products presented to the customer, which gives them total control over both the pricing and availability of all products.

How AeroParker impacts the Airport enterprise…

• Delivers incremental new revenues
• Creates relationship with passengers through data collection
• Drives customer service KPIs
• Allows the fostering of strategic partnerships with appropriate brands

The Results

• Saves management time
• Automates decision making based on rules, insight and data
• Provides turnkey pre book car parking financials management solution
• Technologically flexible and future proof

Over Period July14-Jan15

Conversions increased by 21%

Revenue increased 12.5%

Mobile bookings up 60% (an extra £10,026)

Total digital revenue from AeroParker up £16, 107 or £1.2k extra /month

"Having gone through a selection process, AeroParker was clearly the best choice for a parking software solution. We are very pleased with the results and have already seen significant improvements in customer engagement and revenue generation."
- Paul Litten Commercial Director, Humberside Airport