Dubai Airports

The Challenge    

Dubai Airports (DA) is embarking on a ~$40 billion expansion of its Al Maktoum International Airport to create the world’s largest airport hub. With an expected capacity of more than 120 million passengers per year in the first stage of expansion, DA’s vision is to create a world class, industry-defining airport “destination” that delivers state-of the-art operations and innovative customer experience. For this project, we supported DA in the development of a comprehensive service strategy to redefine the passenger experience from doorstep to destination.

What We Did  

Working with client stakeholders, we began with a comprehensive audit of the considerable assets, infrastructure and design features being considered for the new airport, to identify the resources and technologies available to us as raw materials for developing new services and products.

With this in place, we worked with DA’s passenger personas and customer data to develop a cross-channel service strategy aimed at supporting passengers’ practical, emotional and recreational needs throughout the airport journey.

The resulting service approach featured an innovative, integrated B2B and B2C business model that redefined the passenger experience while introducing new commercial profit centres.

Result

Final deliverables included a robust strategic framework defining the service strategy, service logic and business-value case for the combined B2B and B2C model. Building on the framework, we detailed a suite of over 20 tiered service propositions to meet cross-persona needs throughout and beyond the airport journey.

consulted together with: Engine