Unit 22 is all about the intricacies present in the airline industry, mainly focusing on the infrastructure and commercially oriented approach. The airline industry has been turned into a commercially competitive industry, and a great number of companies are in competition to engage in the most benefits. Students can use this study to get careers in the air industry.

In recent times, airports have evolved their infrastructure and made it more commercial, opening doors to many opportunities for people interested in this industry. Airport strategic management keeps students` boat floating in this commercially driven objective. 40% of aeronautical income comes from parking, retail, food and duty-free concessions.

The airport industry has seen rapid growth in recent years, and airport design and planning have become essential in airport operations. Through this unit, students get the opportunity to explore airport business to the next level; they make strategic decisions to attain high performance and profit. The core subjects this unit covers are as follows, based on these four areas:

• Mainly on passenger experience and customer approach
• Airline industry planning and design
• Impacts of technology on Airline business
• Principles of strategic management, including safety, crisis management and partnerships

Aim of Unit 22

This Unit helps students learn the essential topics of airport business operations and to explore them as well. Professors align students to stay focused on strategic decisions so they can handle the effective approach to airport business performance and profit. The unit prepares the students to acknowledge and think strategically about the airport management procedures. They learn how to maintain calibre in a competitive, commercially-driven and rapidly changing industry.

Objectives of Unit 22

This unit helps the students gain insight into how modern airports operate as a proper commercial business in the global industry. They learn the method of making the business run operationally through thorough planning, technological and managerial decisions. This uplifts the customer experience through efficiency and profitability.

At the end of this unit, students are going to be familiar with the following:

• Keenly analyse the core operations and the impact they have on the customer`s experience.
• Clearly assess how airport business planning and design reflect on the strategic decisions and priorities.
• Evaluate how the advances in technology affect airport processes, systems and customers.
• Apply all principles of strategic management to attain effective airport performance and efficiency.

Learning Outcomes

Unit 22 helps the students overcome their fears in the airline industry. After completing this unit, students gain efficient knowledge of how to analyse and reflect on the core airport operations and the impact on the business with an effective customer experience.

They also learn the ways to examine the principles of airport business planning and design with reference to decisions and priorities. Real-world references and application of the principles of strategic management are essential to deploy for effective airport performance and efficiency.

LO1: Analyse core airport operations and their impact on the customer experience

• Passenger terminal journey and systems:
• Airport operations of front and back office management, for example: check-in, security, ground handling, baggage handling, airside and landside maintenance and facilities management.
• Managing air traffic, airport commercial activities, ownership and airport coordination’s.
• Managing fixed base operators for private terminal catering to VIP passengers
• Customer experience:
• Difference between VIP and economy passengers` needs and expectations
• Meeting customers` special needs by offering facilities and amenities such as executive lounges versus the commercial catering outlets.
• Add-on facilities and amenities for VIP passengers, for example Spa treatments, shower facilities, airside hotels.
• Management of traffic flow and curation to reach the best possible customer experience.

LO2: Examine how airport business planning and design relate to strategic decisions and priorities

• Airport planning and design:
• Types of airport business, models and planning with reference to congestion and airport expansion.
• Importance of stakeholder analysis in airport development and design.
• Airport Objectives:
• Achieving sustainable objectives through the impacts of airport design.
• Applying commercial strategic objectives for leisure airports compared with business airports.
• Bringing a balance between leisure and business revenue.
• Achieve customer satisfaction by aligning marketing strategies and revenue streams with customer priorities and expectations.

LO3: Evaluate how the advances in technology have affected airport processes, systems and people

• Impact of digital technology on the airport environment:
• Digitalising the airport designs to improve the passenger flow, transit, and customer experience.
• Impacts of airport services and processes on passenger check-in, baggage management, passenger security, and immigration
• Improvement of customer experience and service encounter
• Introducing advanced technology for staff resourcing and high-performance management.
• Role of Airport PR and damage limitation with the effects of social media.

LO4: Apply the principles of strategic management for effective airport performance and efficiency

• Airport management:
• The process of airport safety management systems and risk management criteria, with contingency plans and crisis management.
• Developing and building business management for commercial partnerships with airlines.
• Stakeholder relations and maintaining strategic customer relations management, driving capital efficiency and cost maintenance.

Assessment Criteria

LO1: Analyse core airport operations and their impact on the customer experience

• 1.1 Compare the front and back office operations of passenger handling services at a commercial and private airport in meeting both leisure and business travel customer needs and expectations
• 1.2 Analyse how front and back office operations influence the customer experience and the passenger journey through an airport
• 1.3 Critically analyse differences in front and back office operations of passenger handling services in meeting a range of different customer requirements and expectations.
• 1.4 Based on critical reflection, make valid judgements and recommendations for improving airport planning and design to enhance the customer experience and meet overall strategic objectives.

LO2: Examine how airport business planning and design relate to strategic decisions and priorities

• 2.1 Investigate how airport planning and design optimise commercial strategic objectives, using specific examples from commercial and private airports.
• 2.2 Evaluate how airport planning and design engages all stakeholders to optimise commercial strategic objectives.
• 2.3 Based on critical reflection, make valid judgements and recommendations for improving airport planning and design to enhance the customer experience and meet overall strategic objectives.

LO3: Evaluate how the advances in technology have affected airport processes, systems and people

• 3.1 Assess the significant impact of technology on airport processes, systems and people, supported by specific examples of how airports have engaged with and implemented technology.
• 3.2 Critically evaluate the advantages and disadvantages of technological impacts on the airport environment.
• 3.3 Formulate valid conclusions and judgements about the impacts of technology on the airport environment.

LO4: Apply the principles of strategic management for effective airport performance and efficiency

• 4.1 Conduct a PEST analysis to produce a risk management audit for a specific airport.
• 4.2 Discuss the implications of the risks to a specific airport and how strategic airport management can support high performance and efficiency.
• 4.3 Provide realistic solutions for mitigating risks and meeting key performance indicators.
• 4.4 Produce a detailed risk assessment that identifies landside and airside risks, risks value and measures, to make valid recommendations and solutions for resolving and managing risks.

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