Friday, March 16, 2007
Travelers will notice some big changes at Denver International Airport this summer, at least if they're flying on one of the city's two largest carriers.
United Airlines and Frontier Airlines, which account for more than 75 percent of DIA's passenger traffic, are upgrading their ticketing areas and adding other amenities in Denver.
The moves will help speed up check-in and boarding, enhance customer service, lower costs and, ideally, boost revenues.
It's a trend playing out across the country as airlines shell out more money on airport improvements and customer service initiatives now that the industry is posting profits after years of steep losses. United, for instance, has budgeted $550 million for capital spending this year, compared with $400 million in 2006.
"The economy has rebounded, airline traffic has returned, and airlines have pushed through fare increases," said Henry Harteveldt, a vice president at Forrester Research. "So now they're starting to invest more in some of these capital expenditures."
Frontier is adding 54 self-service kiosks at its main ticketing area, which will increase the carrier's check-in capacity at DIA by 64 percent.
The company said it takes customers about 30 seconds on average to check in using a kiosk, as opposed to two minutes at the counter. It also costs as little as 14 cents to check in a passenger using a kiosk vs. an average of about $3 at the counter, Harteveldt said.
Frontier will embed some of the new kiosks, which run $14,000 apiece, into its check-in counters and install others in an area of its lobby currently occupied by seats and a bank of telephones.
The Denver-based carrier initially shied away from adding kiosks, instead focusing on offering personal service to customers. But a growing number of Frontier's passengers prefer to use the machines for everyday travel, the company said.
"When they have a problem, they want a smiling face," said Cliff Van Leuven, Frontier's vice president of customer service. "But in most cases they want an easier process."
Frontier will lose about 12 ticket counters as part of the kiosk expansions, although it is looking into getting more later this year. In total, the company will have 72 ticket counters and kiosks at Denver by summer, up from 44 before the expansion.
The kiosks will play a key role in how Frontier handles unexpected events such as the recent snowstorms that led to hundreds of canceled flights and excruciatingly long lines crammed with passengers trying to re-book.
Frontier soon will offer automatic rebooking when flights are canceled. Consumers at the airport can then use the airport kiosks to see which flight they've been assigned to, rather than wait in line to talk to an agent.
United, DIA's largest carrier, is making similar moves.
The Chicago-based company will add more kiosks and plans to upgrade its ticketing area at DIA this year.
United is working out details but likely will look to improve signage and remodel its check-in areas "to create an orderly experience for everyone in the lobby," said Graham Atkinson, United's executive vice president and chief customer officer. "Getting segmentation of the various (check-in) lines is the single most important thing for us."
The carrier also will roll out the red carpet at DIA for its elite frequent fliers. Literally.
United plans to add red carpet- lined lanes that will allow elite fliers - its 1K, Global Services, first-class and business-class customers - to skip to the front of the line at any time during the boarding process. The carrier hopes to have most of the new lanes up and running by mid-April.
The move comes as United looks to coddle its most loyal and highest-paying customers. Coupled with the lobby improvements, the new boarding lanes will help United's elite customers reduce some uncertainty involved with flying.
"We found that they are looking for an environment that is predictable," Atkinson said. "They want to know how long it's going to take" to check in and board.
Major upgrades at DIA
• UNITED AIRLINES
Changes: New automated check-in kiosks, improved signs and remodeled ticketing area, separate boarding lanes for elite customers
Benefits: Shorter lines at check-in counters. Elite customers will be able to speed through ticketing and boarding.
Timeline: Premium boarding lanes will open April 2, lobby improvements later this year.
• FRONTIER AIRLINES
Changes: Fifty-four additional kiosks at check-in counters and in lobby area, five new curbside ticketing stations. Considering adding another dozen inside check-in counters to replace 12 being lost as part of the kiosk expansion.
Benefits: Shorter lines. Passengers eventually can use kiosks to find re-bookings if flight is canceled.
Timeline: Kiosks to be installed by end of May. Curbside stations added late last year.