Airport Business - 15

PARKING
inside and even where it will fall. Thanks
to advances in automated analytics
technology, sophisticated tools are now
available that remove the guesswork from
forecasting and pricing, instead applying
empirical science to derive data-driven
pricing decisions.
Histor ical data from on line
reservation systems and parking access
and revenue control systems can be
used to identify regular patterns of

buying behavior based on time of day,
day of week and seasonality. Predictive
analytics tools take this several
steps further, ensuring historical
transactions, competitor rates and
forecast parameters such as price
sensitivity, probability to purchase,
length of stay and uncer taint y
inf luence the dema forecast and

demand-based pricing decisions.
Revenue management is the way to
finally crack the parking piñata wide
open for airports. And for commercial
teams willing to invest in their culture,
fund their future and implement
systems in line with current consumer
behaviors and expectations, the prize
is very sweet indeed. 

FIGHTING FIRE WITH FIRE
The answer was to make it more convenient (and
thus more attractive) to drive to the airport and park
with us, rather than getting a ride from a rideshare
service, friend or relative. Fortunately, the solution
was already at hand in our pre-booking platform.
Our solution was to provide consumers with a
selection of parking products at a competitive price
through our online booking resource and provide
a more convenient travel experience than those of
the TNCs.
The pre-booking process begins at home or at the
office, before the traveler leaves for the airport.
When travelers reserve a space, they enter their
payment information to an existing account or
are prompted to create a new one. During the
pre-booking process travelers are offered special
promotions, such as discounted parking, special
deals at restaurants and stores located in the
terminal, and even faster wifi within the terminal.
Travelers are also given opportunities to purchase
additional services, such as premium and valet
parking, and access to special lounges in which
to wait for their flights. Once travelers are in the
system, they are much more likely to be repeat
customers because the process is so quick and easy.
One way the airport encourages travelers to
reserve parking in advance is by offering significant
discounts for pre-booking parking. In fact, there are
more than 40 different price points offered through
the pre-booking platform, and the platform is able
to quickly respond to competitor price changes
through promotional codes.
All travelers who reserve in advance are also given
access to Edmonton Airports rewards program,
powered by Chauntry Parkspace which provides
additional discounts, offers, and benefits - and
which, further increases the likelihood of their
becoming repeat customers. The loyalty program
has 150,000 members, each one of whom can be
contacted directly with deal offers. For instance, the
airport often uses the program to offer drawings for
$500 gift cards and other valuable prizes. Another
recent promotion revolved around chances to win
tickets to the Grey Cup (the CFL's championship
game and the league's equivalent of the Super
Bowl).

swinerton.com

SAN DIEGO INTERNATIONAL AIRPORT
TERMINAL 2 PARKING PLAZA
PARKING TODAY
Best New Parking
Structure
DBIA WESTERN
PACIFIC REGION
Design-Build Award
SAN DIEGO AIA
Energy Efficient &
Integration Award

AMERICAN COUNCIL
OF ENGINEERING
COMPANIES
California Engineering
Excellence Award
COLLABORATION
OF DESIGN + ART
CODAawards
Merit Honors in
Transportation

SAN DIEGO GREEN
BUILDING COUNCIL
Parksmart Honor Award
SAN DIEGO GREEN
BUILDING COUNCIL
Zero Net Energy Citation
Award

Read more at www.AviationPros.com/21074451
AviationPros.com/12373052

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Airport Business

Table of Contents for the Digital Edition of Airport Business
