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The Challenge

Airports

billions of travelers

Retailers

By 2029, over 14 billion travelers will visit airports around the world. Sustaining information needs of the growing number of travelers will pose a challenge to the airports ecosystem (Airport, retailers, airlines and travelers).

Proposed Solution

Trip/In offers a mobile app for direct communication and engagement within the entire Airport ecosystem. Trip/In offers unique solutions to different stakeholders in the airport ecosystem

Airport
management

Airports are striving to improve the level of travelers’ satisfaction while travelling through their airports. Trip/In provides a channel of communication that collects and spreads targeted/specific information to all travelers using a particular airport through their mobile devices. Travelers are always on the go and rarely stay in one place for a long time. This means that they rely on their mobile device be it phones (android or iPhones), tablets or iPads for important information. A line of targeted communication between the airport and travelers will greatly improve customers experience while at the airport.

Travelers

On average, travelers spend at least 4 hours in layovers (provide a range). Majority of travelers are unable to make prior plans on what to do during such layovers. This is partly attributed to the fact that travelers lack prior knowledge of airports offerings. Trip in app will provide customized information about airport offerings, the exact amount of time that could be spent by the traveler before their next flight, and happenings around the airport. This will optimize travelers’ time at the airport and improve their experience while travelling.

Retailers

On average travelers spend 18 USD on food and beverages, 33 USD on non-duty free items and 76 USD on duty free items per airport during their travel. Trip In app will improve this average through providing real time bidding. The app will be in a position to provide customized offers to travelers according to travelers’ tastes and provide retailers with a channel to reach out to profiled potential customers.

Market Opportunity

Air passenger traffic will double to over 14 Billion by 2029 . Concurrently the global airport retailing market will grow from 31.79 billion USD in 2016 to 47.81 Billion USD in 2021 driven by growth in the tourism sector, increasing incomes of the middle class in developing world, easy availability of brands and affordable prices of products.
Digital transformation is not only about technology; it is about business transformation in a digital world. Today’s airports are no longer just a place where airplanes take off and land; instead airports are vital economic generators providing a gateway to their city, state, region, country. Airports are as important for tourism as they are for business;

“In 2014, aviation’s total contribution (direct, indirect, induced and tourism catalytic) to the global GDP exceeded $2.7 trillion USD”

the transport of people and goods not only between aircraft but with all other modes of transportation. In 2014, aviation’s total contribution (direct, indirect, induced and tourism catalytic) to the global GDP exceeded $2.7 trillion USD and none of this would be possible without airports With the increasing number of passengers, airports will devise ways of improving customer experience for improved performance. Small extras will make all the difference in an era of growing competition and customer choices. This will apply to all players in an airport ecosystem including retailers and airlines. To improve performance for instance airports and retailers will have to get better in convincing passengers to buy. Airports will have to leverage on technology to advice passengers on how to get the airports easily, what to expect at the airport and ensure they do not waste a lot of time queuing at the airport, all this information must be provided before the trip. Research reveals that passengers who come to an airport with an intention to buy something are more likely to buy, however 53% of passengers who had planned to purchase end up not purchasing because they did not find what they wanted. This reinforces the need for retailers and airports to provide targeted information on all their offering before the onset of a trip.

Today’s technologies can allow something that was unimaginable just a few years ago: deliver personalized and individual services to millions of passengers. When you think about it, 99% of the information shown on typical airport flight information displays is irrelevant to passengers because they are only interested in the information related to their own flight or present/future connections. Today’s digital devices bring this personalized information in real-time directly to the customer; i.e. mobile applications to track your flight information and changes, way finding in the airport.
Artificial intelligence and the use of algorithms now offers the possibility to give the right information to every passenger at the right moment, based on location, time before flight, profile, and preference.

Artificial intelligence will help to target commercial offers to visitors based upon location in the airport, time remaining before boarding, time of the day, purchase history, social network interests.
Travelers are not willing to install and use a multitude of apps for their transportation needs. Therefore, they either opt to use only one, and rely on the content shown there or will use one trip aggregator instead.
To improve the experience of travelers, Trip In will deploy mobile apps technology to generate tailor made information for travelers. By targeting all international and domestic airports in the world with an anticipated traffic of 14 Billion travelers by 2029, the app will ensure that anyone planning to travel anywhere in the world gets information on what to do, how to prepare and what to expect at the airport. By using the application, the travelers will be in a position to find useful information specific to their trips provided by the Airports, retailers and airlines without moving from one app to another.

“the global airport retailing market will grow from 31.79 billion USD in 2016 to 47.81 Billion USD in 2021”

Marketing Strategy

The marketing strategy will be divided phases:
pre-launch, launch and after launch marketing strategies.

  • Prelaunch marketing strategy

    Trip In will use a pre-launch marketing strategy to set the pace for engagement of potential customers before its launch and generate interest. The prelaunch strategy will involve

  • Reaching out to influencers

    Influencers include specialists in air travel, management of various airports, frequent fliers, and retailers. These potential Trip In users will provide quality feedback on the app and eventually become champions for the app. At this stage partnership with key stakeholders in the air travel industry e.g. airport management, airlines and retailers will be explored for endorsement of Trip In app.

  • Test run

    A test run will give an opportunity to the real target customer to provide first hand unbiased feedback before launching the app.

  • Advertising

    Advertising will be used to promote Trip In to its targeted users. Advertising will be done through traditional media (TV, radio and print media), digital media (app stores, paid acquisition customers, websites and email) and app marketing agencies.

  • Monitoring reviews

    In the app store to identify challenges and solve them immediately, collect feedback from customers for use in improving Trip In.

  • Launch marketing strategy

    The objective of the launch strategy will be to get Trip In in the app store and apps store optimization. Strategies here will include

  • Maintain pre-existing users from the pre-launch

    This will involve building more partnerships and providing reasons for existing users to continue being users

  • Post launch marketing strategy

    After the launch will include awareness creation and customer engagement efforts. Key strategies during post launch will include:

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