The Crucial Role of Customer Data in Airport Parking

April 14, 2021

With health and safety conditions improving in some states and countries, air travel is gradually getting back on its feet. People who postponed vacationing in 2020 are now getting their suitcases out of their closets. Some airports in popular destinations like Florida’s Gulf Coast are even busier than before the pandemic. 

However, as the airport sector gears up for a better year, it must prepare for the return of pre-pandemic challenges like parking. Before the coronavirus halted operations, airport parking was often a nightmare. Travelers sometimes had to drive from one row to the next looking for an empty space, and many resorted to off-site facilities miles away from their terminals. 

Fortunately, the COVID-19 slowdown has given airport managers some time to think about solutions. One of the most exciting answers to the airport parking question seems to be customer data. Airport parking is sitting on a mountain of valuable data that it can exploit to unlock numerous improvements. 

That said, customer data collection is fairly new to the parking industry and, as a result, airports may not know how to best utilize the data they capture. In today’s post, we unravel data collection in parking services and how airports can leverage it today.

How is airport parking customer data collected?

Opportunities to collect and analyze parking data have expanded dramatically, thanks to the advent of digital solutions for making payments and reservations. Today, motorists can use marketplace services like Pavemint to locate empty parking spaces within onsite and off-site facilities and make contactless payments to reserve them for immediate or future use. 

These services give customers the convenience of finding and reserving spaces before leaving their homes, avoiding the trouble of endlessly searching for parking. In return, by creating in-app customer accounts, drivers give service providers useful information about their demographics, preferences, and parking behavior. 

Parking managers get to answer critical questions like which type of customer visits their parking lot the most, which parking spaces are most preferred, and what times are the busiest. With this data, they can adjust their operations to meet client needs as accurately and as efficiently as possible.

Leveraging customer data in airport parking

In recent years, airlines and hotels have mined a tremendous amount of client data and used it to boost revenue and streamline operations. This data has been largely inaccessible to airport parking. Today, thanks to new parking technologies, airport parking operators finally have their own data sources. 

Below are some intriguing ways airport parking can benefit from customer data.

1. Income Optimization

The mantra of optimum revenue is selling the right product to the right consumer at the right time, and at the right price. To nail all four of these components, a business must know who to target, what they want, and when they want it, and fulfill their needs at the most reasonable price. 

Customer data makes it possible for parking providers to maximize the value they give their clients and get high returns. For instance, uncovering the most popular parking spaces can enable managers to know what to do to make the rest of the slots more appealing. Additionally, because customers are often willing to pay more for the best spaces, parking providers can set up variable pricing depending on the space reserved and increase collections from popular spots. 

2. Targeted Marketing

Customer data helps airport parking operators know more about their clients than ever. Therefore, they can tailor tactics like emails, social media campaigns, and in-app ads to client preferences and purchasing behaviors. A customer’s profile can give airports the chance to personalize and track promotions on multiple channels and up-sell ancillary services to generate higher ROI. 

3. Efficient Operations

Airport parking can utilize data to drive efficiency in various ways. With reservation apps, parking operators can track demand seasonality and optimize resource utilization. An airport can maximize staff and inventory allocation during peak season and keep these resources at a minimum during off-peak times. Payment apps can also help operators know the most popular payment methods. Therefore, they can save money by cutting off less used payment infrastructure.

4. Customer Loyalty

Customers in all sectors enjoy and even demand a personalized experience. Because customer data gives operators reliable insights into client preferences and behavior, they can anticipate needs and meet them without guesswork. A customer can get suggestions of the parking spaces to reserve if their usual spot is booked and get ancillary services like electric vehicle charging depending on the type of their car. This delivers excellent customer service and increases client satisfaction and loyalty. 

In today’s digital age, customer data is one of the most critical growth drivers for businesses. With the right solutions, airport parking providers can retrieve valuable market insights and use them to drive revenue, efficiency, and customer satisfaction now and in the future. Learn how Pavemint's data and analytics tools can empower you to gather better customer information.

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