“How I Would Improve Airports” - Rory Sutherland

Summary

In this conversation, the speaker discusses innovative ways to improve airport experiences, focusing on 'reverse benchmarking'—a concept that encourages companies to find overlooked areas for improvement. Ideas such as reducing retail space in airports for efficiency, creating lounges on wheels for more personalized experiences, and enhancing car rental services with concierge-style assistance are explored. The speaker also touches on how these innovations can transform the overall travel experience, making it more streamlined, customer-focused, and less stressful for passengers.

Takeaways

• 😀 Airports are increasingly becoming too large, with shopping areas now being obligatory and often overwhelming for travelers.
• 😀 Reverse benchmarking is a concept where companies innovate by identifying areas their competitors have overlooked and capitalizing on them to differentiate their offering.
• 😀 Roger L. Martin, a business guru, argues that benchmarking against competitors often diminishes margins and results in homogenized, less innovative products or services.
• 😀 Innovation can come from small details, such as improving the often overlooked coffee or beer experience in high-end restaurants, turning them into features that delight customers.
• 😀 Steve Jobs innovated not by focusing solely on technology, but by enhancing the aesthetic and usability of his products, setting Apple apart from competitors.
• 😀 London City Airport offers an example of simplicity and efficiency, with minimal shops and a fast path to the gate, presenting an alternative to airports overwhelmed by retail spaces.
• 😀 Premium experiences are often easier to innovate on the ground than in the air, meaning airports should focus on improving the pre-flight experience.
• 😀 An interesting innovation is the mobile lounge concept at Washington Dallas Airport, where a lounge vehicle drives to the plane, reducing congestion and saving on fuel.
• 😀 Airports could benefit from simplifying car hire services by offering concierge-like experiences, where travelers are met at the gate and escorted to their car, eliminating frustrating queues and paperwork.
• 😀 Hotels could introduce dual-screen setups for business travelers, improving their work environment and enhancing their stay.
• 😀 The Moxy hotel chain provides an example of innovating ground-level experiences by offering comfortable spaces even after check-out, allowing guests to relax before heading to the airport.

Q & A

What is 'reverse benchmarking' and how is it applied in the context of airports?

Reverse benchmarking is a concept where instead of simply copying what competitors do well, you identify areas where they fall short and then excel in those areas. In airports, this could mean focusing on neglected aspects of the passenger experience, such as reducing the overwhelming shopping areas and enhancing practical services that competitors haven't fully addressed.

What issues arise from large shopping centers in airports?

Large shopping centers in airports, initially a novel feature, have become obligatory and now feel overwhelming. Travelers are often required to walk through expansive malls before they can even get to their gates, which distracts from the main purpose of the airport—efficient travel. The focus on shopping has created unnecessary stress and can detract from a smooth travel experience.

How does London City Airport differ from other airports in terms of design?

London City Airport stands out for its compact design. Unlike other airports that have sprawling shopping malls and numerous amenities, London City focuses on efficiency. It offers a much smaller selection of shops, and passengers can reach their gates in as little as six minutes, making the experience more streamlined and less stressful.

What is the advantage of innovating airport experiences on the ground rather than in the air?

Innovating on the ground is easier because it involves improving services and amenities that passengers experience before they board, such as more comfortable waiting areas or more personalized services. In contrast, innovations in-flight are more challenging due to the limitations of the aircraft and aviation regulations. Ground innovations can significantly enhance passenger satisfaction without requiring complicated infrastructure changes.

What is the 'mobile lounge' concept mentioned in the transcript, and how does it benefit travelers?

The mobile lounge concept involves a lounge that is on wheels and moves directly to the plane. This allows passengers to board directly from a comfortable lounge space, bypassing the need for a traditional airport gate. It reduces taxiing time for planes, minimizes airport infrastructure requirements, and offers a more relaxing and efficient boarding experience for passengers.

How could car hire services at airports be improved?

Car hire services could be significantly improved by offering a more personalized service where staff meet passengers at arrivals, walk them to their cars, and ensure all paperwork is pre-registered. This would eliminate the stress of locating off-site rental agencies, waiting for shuttles, and standing in long queues, creating a much smoother and more efficient process.

What innovation in hotel services could improve the traveler experience?

Hotels could improve the traveler experience by offering dual-screen monitors in rooms that allow guests to easily connect their devices without the hassle of disconnecting large TVs. This would enhance functionality for business travelers and anyone needing to use their devices during their stay, making the experience more convenient and enjoyable.

What was the inspiration behind the innovation of craft beer pairings in fine dining?

The innovation of craft beer pairings in fine dining was inspired by a desire to offer a personalized experience. A renowned chef noticed that beer drinkers at a top restaurant were treated as second-class citizens compared to wine drinkers. By offering beer pairings with specific dishes, he created a more inclusive experience that exceeded customers' expectations, transforming a basic service into something memorable.

How can airports focus on enhancing smaller details rather than just following trends?

Airports can focus on enhancing smaller details by identifying areas that other airports overlook or fail to prioritize. This could be as simple as improving the quality of coffee served or offering more personalized services for niche preferences, such as craft beer pairings. By excelling in these overlooked areas, airports can create a more distinctive and memorable experience for passengers.

What is the main argument against traditional benchmarking, as discussed in the transcript?

The main argument against traditional benchmarking is that it leads to direct competition with other companies and results in homogenization. Instead of differentiating themselves, companies merely copy their competitors, which diminishes their margins, reduces customer choice, and makes the overall category less valuable. The idea is that companies should innovate by focusing on unique opportunities rather than just comparing themselves to the competition.