Airport Experience® News - Conference 2023

Left: Older travelers, in particular, can be daunted by technology. While some choose to make use of the various technologies on offer, others prefer the more traditional interaction with a team member.

additional seating, “we look to create a more intuitive, safer, more enjoyable journey, rather than stressful — there’s nothing worse than stress for the elderly traveler.” Hudson and his colleagues at Gensler have worked to innovate even the subtlest levels of design— from directional lighting to help senior travelers navigate through large terminals, clear contrast signage, and in the case of Austin-Bergstrom International Airport (AUS), tuning announcements to hearing aid frequency for better clarity. “Nothing is more irritating standing at a gate hearing ten different gate messages,” he says. “When we’re doing new airports, it’s great for us to consider that as an opportunity to help the travel experience.” Steine agrees, citing in-airport concierge and curbside pickup services as another key amenity to encourage older travelers to venture out. However, she cautions airports against putting older cohorts into one category. The only true consistency, Steine argues, is that seniors travel — and spend —more than ever. “We tend to put elderly people all in one box, and it’s a little unfair,” she says. “Elderly people are traveling more. They’re taking their grandkids with them, their families with them, and they have different wants and different desires. We need to get the word out that these services are available — and we can do it, but it takes time.”

touch’ directive. Additionally, in several ‘snowbird’ markets, we have successfully hired many retirees looking to stay occupied and engaged with part-time work. These associates relate easily to the senior traveler demographic.” In addition to convenience, older travelers seek value in their purchases — but not necessarily in the traditional sense, says Kirkpatrick. “Senior travelers, on average, do have disposable income so when they seek value, it’s not necessarily ‘bargain hunting’, but rather a perception of the experience they’re receiving compared to the price of that experience,” she told AXN. “Paradies Lagardère takes strong consideration of that, which is why we deliver award winning store designs as an initial point of engagement,” adds Kirkpatrick. “Our stores are not ‘cookie cutter’ as we create welcoming atmospheres with inviting fixtures, warm graphics, and a comfortability of navigation throughout our stores. This focus on the first customer touchpoint can deliver an initial perception of value.” Susan Steine, president and CEO of transportation consulting group Optimas Management , agrees with m1nd-set research that shows that buying unique gifts is a top spending priority for Boomers

and Gen X consumers. “They spend on themselves, they spend on their families, they spend on their friends — and they’re always looking for something different,” says Steine. “I think that the Fireworks Gallery store at the Seattle airport is a really good example of really neat, unique gifts for everyone from grandkids up to seniors — and it’s not stuff that you can get at the mall.” But above all else, industry professionals reported that inclusive design and services were key to making older travelers comfortable enough to spend time and money in airports. “We look at it from the minute they arrive at the airport — what does the journey look like? You have to put yourself in the mindset of an elderly traveler — figure out all of the touchpoints along the way until they get to the plane, and make their interface better,” says Hudson. From reducing high-risk curbs to creating

Right: Wayfinding, directional lighting and even hearing aid assists are taken into consideration when designing terminals, as designers take into account the needs of older travelers.

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