19-Feb-2010 9:38 AM

J.D. Power and Associates reports findings on passenger satisfaction

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18-Feb-2010 J.D. Power and Associates Reports: Although Technology May Help Improve the Airport Experience, the Basics Have the Greatest Impact on Passenger Satisfaction

Detroit Metropolitan Wayne County, Indianapolis International and Kansas City International Airports Each Rank Highest in Overall Passenger Satisfaction in their Respective Segments

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.

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

(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)