Future trends and visionsat Helsinki Airport

FUTUAeroport III seminar

Helsinki AirportVantaa 5.3.2015

Editors

Introduction: Destination (r)evolution in the global village and hyperconnected world

A key motto: Worldwide interaction

Business trends at Helsinki Airport

Trend 1: Helsinki Airport will double its passenger volume in 10–15 years

Trend 2: Finnish business landscape – growth and volumes from Asia

Trend 3: The CJK (China, Japan, South Korea) strategy is vital

Traveller trends

Trend 4: Hybrid travellers have a lot to choose from Helsinki Airport’s multiserviceportfolio. But this is not enough. Many of them are ”coolhunting” for new experiences& unique stories

Trend 5: Silent traveller is here and everywhere

Trend 6: Diginarcissists, watchers and dandies are also at the airport

Trend 7: A ”selfness traveller” is biohacking and enjoying biogastronomy

Trend 8: The Chinese have eight traditional festivals. The service managers shouldknow how to take them into consideration in selling and marketing

Concept trends

Trend 9: Polymorph[ic] spaces are everywhere

Trend 10: MORE goes to travellers

Trend 11: Almost@Home – smart ”Scandisphere” as a Finnish export concept

Trend 12: Kids first

Management trends

Trend 13: Neuroselling

Trend 14: Hypnotic social media

Trend 15: The R & D & I (research, development and innovation) of customer experiences

Trend 16: Develop pedagogy at Helsinki Airport

Brand trends

Trend 17: Luxury brands are at the airport

Trend 18: Finland’s boutique brandportfolio should be available at Hilton Helsinki Airport Hotel

Trend 19: An inspring and smooth welcome message and a hyperlink to Finland and Helsinki

Trend 20: Green Digital Airport 2025 (Simplicity – Emotion – Sustainability –EcoFUN)

Editors

V. A. Heikkinen

Principle Lecturer, Service Innovations

Food & Restaurant Researcher

Research Topics: TransEconomy =

Philoxenia + FuTourism + Travelzation

Haaga-Helia University of Applied Sciences

+ 358 40 5781569

vesa.heikkinen@haaga-helia.fi

Pasi Tuominen

Lecturer, Customer Experience

Research topics: Polymorphic spaces =

mixed reality + multisensory experiences

Haaga-Helia University of Applied

Sciences

+358 40 4887536

pasi.tuominen@haaga-helia.fi

Co-writers: Juha Jokinen & Olli Vuori, Juha Kätkä, Mona Eskola & Riina Latvala.Photos and figures: Fantasiarakenne, Finavia, Finnair, Karoliina Halonen, Kauko Helavuo, Juha Kätkä, Metos, Mona Eskola, Riina Latvala, Sami Hyrskylahti, SSP Finland, Ville Järvi.Publisher: Haaga-Helia University of Applied Sciences, 2015

Introduction: Destination (r)evolutionin the global village and hyperconnected world

Helsinki Airport is a vital, significant urban centre and traffic hub, with 35,000 jobs and 1,500 companies. In 2014, over 16 million travellers passed through the airport. In addition, Helsinki Airport is an important transit junction and the most international travel area in Finland. It has a Nordic and glocal (= global + local) atmosphere which we call Scandinavian sphere, Scandisphere.

Finavia invests about 900 million euros in its ongoing development programmewhich will prepare Helsinki Airport to serve 20 million passengers annually by 2020. The programme aims to consolidate Helsinki Airport’s status as one of the world’s leading transit airports. Finavia will also open almost 70 new or renovated retail service points at the airport in the next few years.

One of today's key elements at an airport is the development of customer experiences. In fact, airports all over the world compete by creating and producing experiences since airports' brand and concept portfolio has started to look the same all over the world. Airport directors would like to create and develop cost- and time-efficient services and vivid customer experiences at the same time.

Technological innovations are important at the airports. There will be more self-service arrangements (check-in, seat selection, boarding pass and bag tag printing, baggage drop-off, self-boarding e-gates), security scanners and solutions in robotics. The main objective is that passengers feel the security check as a smooth, efficient and well organized process while achieving a higher security level at the same time.

This trend report consists of 20+1 crystallized trend slides. It seems that these trends will affect the developments of service infrastructure at Helsinki Airport in next 10 years. There are five categories of trends: (1) business trends, (2) traveller trends, (3) concept trends, (4) management trends and (5) brand trends.

This FUTUAeroport III trend report follows the publications FUTUAeroport(2012) and FUTUAeroport II (2013, 2014). The main goal of this report is to describe and predict tomorrow's service landscapes and to give ideas for technological development and service innovations at Helsinki Airport –which could be branded Sibelius Airport in the future.

In Helsinki, March 2014

Vesa Heikkinen & Pasi Tuominen

A key motto: Worldwide interaction

“People have always had a natural need to move as well as to discover and experience the world. No virtual phenomenon can replace a genuine experience or a relationship with another person. When people move and knowledge flows, wellbeing and affluence increase and the risk of conflict falls. Worldwide interaction also enhances equality. Moving from one place to another becomes more and more easy and fast.”

– Finnair: Departure 2093 – Five Visions of Future Flying (2008)

Business trendsat Helsinki Airport

2015

16 30 million visitors

Trend 1: Helsinki Airport will double itspassenger volume in 10–15 years

1500 3 000 companies35 000 50 000 workers

:

2015

2030

500 1 000 flights per day

8

• Helsinki Airport: a smart travelling and transit airport

• The shortest way to Europe (flights from Asia operate via Helsinki)

• Helsinki’s location enables HEL–Asia return flights in 24 hours

• Major competitive advantage due to efficient aircraft utilization

• Helsinki must provide eco-efficient operations and a high quality of services (so that passengers, airlines and other customers choose Helsinki as their most preferred, green gateway)

• Helsinki must be profitable for airlines (from and to Helsinki). The same applies to shops, restaurants and other customers and stakeholders that choose to run operations in Helsinki. Business must be profitable.

• Helsinki reduces customers’ total cost of operations. This helps to develop aerobusiness in Helsinki.

Why not Berlin, Copenhagen, Oslo…?Hey, look at the globe!

日本

China-

towns

South-

Korean

Trend 3: The CJK (China, Japan, South Korea) strategy is vital

China, Japan and South Korea are the

main sales markets.

Chinese, Japanese and South Korean

tourists:

• have a growing purchasing power

• are hunting for brands, trends, wild

nature, Christmas experiences and

white landscape and snow

• want to see and experience Europe

• travel to Europe via Helsinki

• on their next trip to Europe they

could stop and spend time (several

days) in Finland and Scandinavia

Visit Finland (www.visitfinland.com)

should develop and update continuously

its strategy and tactics on must see sites

and experiences in Finland (Santa Claus,

Lapland, etc.)

Traveller trendsDemographics are ”dead”…

but long live need and mood analysis

Perfect seats,

lounges

Startups &pop-ups

Vending

Minimuseum, art room,

library Playrooms

Nappingcafés

Restaurant, pubs,cafés

Boiler room

Arctic food&

souveniershops

Music and game

spaces

SelfnessspacesTerraces

withoutdoorscenery

Cleanesttoilets in the world

Shops

Meetingrooms

Trend 4:

Hybrid travellers have a lot to choose from Helsinki Airport’s

multiserviceportfolio. But this is not enough.

Many of themare ”coolhunting” for new

experiences & unique stories

Trend 5: Silent traveller is here and everywhere

Key fact: On average, a traveler spends only 12 € at the airport per visit

12

UN

SOP

HIS

TIC

ATE

D

Att

itu

de

to F

&B

MO

RE

SOP

HIS

TIC

ATE

D

Att

itu

de

to F

&B

MO

ST

SOP

HIS

TIC

ATE

D

Att

itu

de

to F

&B

Routine

Refueller

Apathetic

experience

Lover

Constrained

experience

seeker

Cheap

food-lover

Conservative

food-lover

Experimental

food-lover

Indifferent to F&B

On-the-go

RefuelingSimple

choices

Richer Experiences

Tasty, fresh,

indulgentSafe space

Tranquil &

wholesome

No Time

Simple

efficiency

An example: Segmentation of users (food and bevarages

services) atHelsinki Airport

An example: need-state segmentation of users (food and bevarages services) at Helsinki

Airport

Lifestyles of a silent traveller:

• Go through service worlds without speaking to anyone• Not hungry, not thirsty, no brand needs, no brand loyalty• just simple being at an airport• Culturally sophisticated, business freestyler• Mobile first• BHOE (Brings Her/His Own Entertainment) • Hopes to see and experience surprises• Searches always for “something” to happen

Perfect seatlounges

Trend 6:Diginarcissists, watchers

and dandies arealso at the airport

Startups &pop-ups

Vending

Minimuseum, art room,

library Playrooms

Nappingcafés

Restaurants, pubs, cafés

Arctic food&

souveniershops

Music and game spaces

SelfnessspacesTerraces

with outdoorscenery

Cleanesttoilets

in the world

Shops

Meetingrooms

+ DIGITAL LAYER

Robotics

Wearabletechnology

Fast-laningservices

Apps, games

Mobilewallets

Slowtravel

services

Localhandcrafts

Localfood

+ SUSTAINABLE LAYER

Trend 7: A ”selfness traveller” biohacks and enjoys biogastronomy

Selfness traveller:

• Body and outlook is god!• Responsible for his/her own health, body

and physical condition• Measuring your body with sensors

(wrist, mobile gadgets, etc.)• Studying neurogastronomy• Enjoying Phood (= Pharmautical Food)• Needs menus for her/his body & soul

Selfness = Self + wellbeing + fitness Biogastronomy = Biotech + gastronomy

Trend 8: The Chinese have eight traditional festivals. The servicemanagers should know how to take them into consideration in selling and marketing Double Seventh Festival

Date: the 7th day of seventh lunar month

Customs: praying for skillful hands, appreciating the stars, eating noodles, jiaozi and wontons.

Mid-autumn Festival

Date: the 15th day of the eighth lunar month

Customs: appreciating and offering sacrifice to the moonlight, eating moon cakes.

Chongyang Festival

Date: the 9th day of the ninth lunar month

Customs: eating chongyang cake, drinking chrysanthemum wine, climbing mountains, appreciatingbeautiful chrysanthemums

Winter Solstice

Date: Dec. 21st, 22nd or 23rd in solar calendar

Customs: having dumplings in northern areas and having sticky puddings in southern areas

Laba Festival

Date: the 8th day of the 12th lunar month

Customs: eating laba rice porridge

Spring Festival

Date: 1st–15th of the first lunar month

Customs: pasting scrolls, the character 'Fu', and paper-cuts pictures, displayingfirecrackers and fireworks, paying New Year visits, eating jiaozi

Lantern Festival

Date: the 15th day of the first lunar month

Customs: watching lanterns and fireworks, guessing lantern riddles, performing folk dances, eating yuanxiao

Qingming Festival

Date: April 4th or 5th of the solar calendar

Customs: tomb sweeping, spring outings, flying kites

Dragon Boat Festival

Date: 5th day of the 5th lunar month

Customs: fragon boat racing, eating zongzi, wearing a perfume pouch and tying five-colour silk thread, hanging mugwort leaves and calamus

Concept trends

Trend 9:

Polymorph[ic] spaces are everywhere

Case The Box @ Haaga-Helia

Imagineering and innovation lab @ Haaga-Helia

Simulations of future experiences in polymorphic spaces:• Info Lounge (transportation hubs, hotels)

• Inno(vation) areas (transportation hubs , shopping centres, hotels, conventions)

• Hotel room of the future

• Themed experience dining (restaurants, public food services)

• Tailored simulations for product, device and process evaluation

The simulations will use, e.g., the following technologies:• High-definition projection and mirroring in mixed reality environments (Visions & Moving Images)

• Themed, immersive sounds and soundscapes (Soundscape, Audio Branding, Psychoacoustic solutions)

• Scents and moisture control (Olfactory stimulation)

• Moving and resonating surfaces (Haptic feedback)

The simulations will be monitored and measured using• Electroencephalography (EEG), Heart Rate Variance, Eye tracking

• Video observation

• Computer aided ethnography and choice based conjoint analysis

Trend 10: MORE goes to travellers

• MORE = MObile REstaurant

• Where’s the queue? There is MORE!

• Past: people go to a restaurant

• Future: restaurant comes to the people

• MORE has a compact back kitchenand multi-functional counters

• A traveller can enjoy take-awaymeals in different micro-environments

MORE – full of Internet of Business Things (IoBT)

Restaurant operators and brands of MORE can useIoBT, for example beacon technologies that communicate withtravellers’ smartphones to provide location-specificoffers and promotions, enhancing the effectivenessof these programs and delivering a new source ofdata-driven intelligence on traveller behavior.

Fleet operators are using sensor data to track deliveryvehicles and improve the overall efficiency oflogistics.

IoBT applications enable facilities to:• Improve space utilization• Optimize inventory placement• Shorten workplace transit times for personnel and/or equipment• Optimize equipment utilization, scheduling and maintenance• Enhance investment decision-making• Identify eco-efficiency opportunities• Improve safety, comfort and convenience of work places

Sensors at Brussels Airport:The sensors allow to track passengers via their electronic devices (allowing them to provide accurate waiting times and allocate resources more effectively).On tracking sensors, visit www.futuretravelexperience.com

Management areasbehind MORE

Back:• Water management• Waste management• Energy management• Zero management• Smart distribution

Front:• Food management• Design management• Ambient management

Trend 11: Almost@Home – smart ”Scandisphere” as a Finnish export concept

”Scandi branded” spaces

Atmosphere similar toa living room and a kitchen

Perfect cleanness

Soft aroma

Conditions of a Finnish home

Conditions of flow

Multi-sensualmicro-environment

Multi-sensory food minitours

Smart lounges for hybridand pragmatic travellers

Unique art and design for sale

Smart surfaces

Emotional contents

Non-GMO food

Passenger comfort

Trend 12: Kids first

• Virtual and real journeys before a flight• 3Us: Useful, Usable & Used spaces• Visual multinational stories

At Helsinki Airport’s PlaySpace children can take a virtual reality mini vacation with Teleporter. This experience is even more immersive for the guests as the operator can add sensory elements like mist, wind and heat. On a virtual reality vacation kids stand in a structure which looks like a phone booth and has been named Teleporter. A small traveller wears a virtual headset and wireless headphones. He/she is then “teleported” to the desired Finnish destination and the child gets a feeling of the place.Have also a look at Marriott hotel chain’s virtual travel experience!

Management trends

• Neuroselling combines knowledgein cognitive psychology, customer psychology and neuroscience with proven communication, sales and marketing methods.

• A key approach: Neuro-Linguistic Programming (NLP)

• The goal: to affect the traveller’smind, mood and buying decisions.

• Helsinki Airport should create, develop and aim to increase the amount of experiences at restaurants, shops, etc.

• Helsinki Airport’s concepts shouldincrease multi-sensory and multi-emotional contents in marketing.

Brand and travel worlds become more experience driven, media supported and multi-channeled.

The need to change and develop customer services is urgent. Processes should change and transform faster than the industry can respond.

Travellers react fast and ruthlessly. Speed, flexibility and strategic agility have become key words and approaches.

Travellers are more and more often hunters for cool services and experiences, messengers and instant art-photographers.

Helsinki Airport should have ‘fat’ content like white papers, videos, e-books, infographics… that can be used and utilised in a multimedial, hypertextualand multi-channel way

Helsinki Airport should

• create and deliver amazing services and experiences at the airport

• offer cutting edge solutions and experiences in social media

• offer ”hypnotic” content marketing

• be the most instagrammed place in Finland

• have a flexible, agile strategy for digital services, experiences and technologies

Surprising experiences and concept managementA fishing area in Osaka

Service Design,

Ambient Design,

Design

Management

Brand & concept

skills

Good & cool

watching

Liikepaikka

Hybrid traveller’s

values, needs

&

lifestyles

Togetherness Multi-unit

Hospitality Key selling sentences

Trend 16: Develop pedagogy at Helsinki Airport

• Develop staff’s current, existing skills – new approach: instant service skills • 10 training modules• Action learning and pocket learning (via mobile gadgets and solutions)• The key goal: to train service staff to be enthusiastic ”tourism ambassadors” for Helsinki and Finland

Safety

management

Rules-attitude-

behaviour

Brand trends

Trend 17: Luxury brands are at the airport

• Finnish luxury brands should be found at the airport.

• Key elements of Arctic luxury brands: genuineness, naturalness, rareness, custom made (”made-for-you”).

• Luxury shop employees act and appear as luxury brandadvocates and evangelists. They create and maintain an image of a desirable travel destination (while serving passengers).

• The goal: getting passangers to think of Helsinki and Finland as something more than a stop over.

• Service personnel and their attitude help and serve travellersto feel the sphere of Arctic luxury. The goal: a multisensoryexperience all the way from the first look and greetings (with smile) to the sales event and packaging.

• Creation of digital luxury is an essential part of Arctic luxuryservices. Digital marketing should be interactive, personal and it should appeal to all senses.

Handmade Angry Birds toys.Designed by Elina Hiltunen, done by Sari Kortelampi.

Trend 18:

Finland’s boutique brandportfolio should be available at Hilton Helsinki Airport Hotel

• opens Helsinki Airport’s mobile web page• passengers receive automatically the link when landing• the current situation: passengers receive the pricelist for telephone calls and text messages

Content: Restaurants

Cafés

Toilets

Kids First

Lounges

Exhibitions

Shops

Seasonal topics

Experiences

Events

Offers

Airport vlogs

Trend 19: An inspring and smooth welcome message and a hyperlink to Finland and Helsinki

Bus firmsTaxi firms

Content producersDigi studiosAmbient & design studios

Airline officesTravel agenciesCar rentalsHelifirms

Beauty shopLaundryHair cutStylistClothing rental

Tax free shoppingCafeésRestaurantsSuper-conveniencefoodshops

Health careMedical servicesSpaFitness centreWelfare centre

MinihotelsMeetingsLoungesPerfect seat

Tax free shoppingNon-brand shops

Good watchers

Tikkurila10 min

Helsinki30 min

Stores

Logistic centreTruck hub

Industry

Innotropolis

Research centresBig data analytics of travellers

Top hospital

Green technology hub

Small firms

Pop-up firms

Apartments

Napping cafés

Rent flats

Fitness center

Shopping mallBrand centreOutlet mall

FintroVille

Schools

Kindergarten

Multi-culturalcentre

Sports centre

Golf

Ball fields

Icehall

Swimming hall

SnowpipesTEC TravellerExperiencecentreAirport museum

People

HomelyInteractive

Eco-efficient

FlexibleConnectivity

AccessibilitySmartmeetings

Networking

Knowledge

Riding

Micro farm

Centre park

Smartinfrastrcuture

Smart quality

Finnish & ScandinavianBeautifularchitecture

Eco-friendlyTopGreen

Fresh

SustainabilityStressFree

Space

Peace of mind

Art

Finnishambience

Mini & flower gardensNature path

Training centres

Multi-services

Hotels

Global

Stations

Green hunters

Christimas park

Food factories

Key operators:FinaviaHelsinki CityFinnairSSPHMSHost

Espoo30 min

National park

Jogging &skiing routes

Multi-values:

Living

Food stores

Hostels

Trend 20: Green Digital Airport 2025 (Simplicity – Emotion – Sustainability – EcoFUN)