Websites are growing greatly in importance all around the world – and with the growth of smartphones and other web-accessible devices, it is critical for airports to make sure their online presence soars to the top.
Nearly two-thirds of American adults and a staggering 85% of young adults own a smartphone now, according to a study released in April 2015 by the Pew Research Center. This number is rapidly increasing, and it covers all demographics. People young and old, across all genders, races, and financial situations own smartphones. Any remaining divides between demographics is rapidly diminishing, leaving smartphones in the massive majority.
Having established the prevalence of smartphone ownership in the United States, it is important to see how these mobile devices are utilized. According to the Pew Research Center, 97% of smartphone owners 18-29 years old, and 90% of users 30-49 years old use their phone to browse the Internet. This is a massive amount of people browsing on their phone, demonstrating the importance of having a responsive website for every airport.
With the prevalence of mobile devices taking off, it is increasingly important to ensure that your website is designed to be viewed on a variety of devices. If people can’t use their device to browse a website and find what they need, it’ll cause frustration. This frustration can keep people from returning to your airport’s website – and worse yet, to vent this frustration on social media. A website needs to be a medium to connect with passengers and make them feel good about guiding their travel through your airport, as the web is now where first impressions are often made.
To establish positive rapport with travellers and enhance the credibility of your airport’s brand, the website cannot just be responsive and usable across multiple devices – it has to be visually pleasing, easy to browse, and directed at the demographic you want to connect with. Making it viewable across all devices will mean nothing if it isn’t laid out in a way people can quickly and easily find the information they want.
A website in the modern day is the ultimate way an airport can proudly display their brand and ideals, and where most people will see it. It is a powerful marketing tool that needs to be effectively utilized, and proper optimization will greatly increase the airport’s visibility, bring new passengers, and keep frequent fliers coming back.
Airports need to take to the times and have a well-designed, optimized, and responsive website to ensure they can soar to new heights.