Customer Satisfaction Survey Results Prepared by InfoSearch and KPS3: June 15, 2014
Information To Be Covered � Objectives � Methodology � Respondent profile and travel behavior � Satisfaction rating highlights: 2014 vs. 2010, visitor vs. locals, business vs. leisure � Recommendations and opportunities
But First…The Great News � 56% provided highest satisfaction rating possible, up from 42% in 2010 � Of the 57 attributes rated, 46 had a 6 or higher on a 7-point scale � Of the 52 measures rated in both years, 39 increased significantly, 13 were stable, no decreases � Top 9 largest increases in F&B � No ratings <6.29 on Personnel
Objectives � Visitor characteristics � Key demographics � Satisfaction levels in 8 categories: arrival, check-in, TSA, personnel, F&B, amenities, facilities, overall � Air service "wants" � Visitor type differences � Comparisons to 2010
Methodology � Questionnaire designed to meet objectives and provide trending with 2010 � 708 adult travelers completed via intercept surveys � 7-week period from March 21 through May 7 (2010 was summer travel patterns)
Methodology � Actual results close to goals: 43% residents (40%), 39% business travelers (40-45%), gender 57% male (50-50%) � 2014 compared to 2010: more males (57 vs. 51%), fewer arriving passengers (10 vs. 22%) � Confidence interval of +/- 3.7% at the standard 95% confidence level
Respondent Profile � 43% residents/57% visitors � 39% business travelers, 1/3 of those attending a convention � 10% were arriving/88% departing � Three most common departure cities: Las Vegas, LA, San Francisco � Three most common destination cities: Las Vegas, LA, Seattle
Respondent Profile � Departing passengers headed for 44 states, 12 foreign countries � Of all visitors, 2 of 3 heading to Reno/Sparks (half in 2010), 1 of 6 to Tahoe (23% in 2010) � 90% traveling with no children, half traveling alone, 30% with only one other person � Respondent ages: 18 to 88, mean age was 47.6 (46.7 in 2010)
Respondent Profile � 73% employed, 14% retired, 4% students, 2% military, only 2% unemployed (similar mix in 2010) � 1/3 high school grads, 1/3 college grads, 1/3 some post-grad
Respondent Profile � 21% had annual household income of <$50K, 36% with $50K to $100K, 43% with $100K or more (same as in 2010) � Compared to RSCVA 2013 visitor profile in which 24% had income of <$50K, 38% had income of $50K to $100K, and 29% had income of $100K or more
Satisfaction Ratings � 56% provided highest possible rating up from 42% in 2010 � Mean rating up to 6.38 from 6.12 � 46 had a rating of 6 or higher � Lowest rating was "price of F&B," below 5 ("street plus 10%") � Top three ratings: ease of drop off, space in check in lobby, attractivenesss/décor in check in � ,
Satisfaction Ratings � Of the 52 ratings in 2010, 39 increased significantly, 13 were stable, none decreased � Greatest improvements were in F&B areas, greatest in "variety of places," selection of F&B, tables/ seating, prices, value of food for $ paid
Satisfaction Ratings � Other increases: facilities, bathroom cleanliness, overall amenities, baggage claim, check-in décor, curbside security, quality and selection of shops, art, comfortable seating, OVERALL � Stable: TSA attributes, parking, airport police and custodial staff, overall air service (e.g. non-stop flights)
Check-in and TSA � Most common places to check in: counter and self-serve kiosk � Same percentage reported checking in at airport as in 2010 � All check-in attributes rated higher than 2010, especially check-in areas � Self-reported time for TSA: 6 minutes vs. 5.6 in 2010
Check-in and TSA � TSA Pre (41%): 5.1 minutes vs. regular TSA (59%): 6.6 � Mean TSA time of 6.0 minutes in 2014 similar to 5.6 in 2014 � All TSA areas rated highly, lower by business than leisure � TSA Pre rated all higher
Airline and Airport Personnel � All area ratings increased over 2010, highest for airline personnel and curbside security � Visitors rated curbside security higher than residents � Over half gave highest rating to all � None were below 6.29 (6.0 in 2010 and ** in 2004)
Food and Beverage � All 13 attributes rated higher than in 2010, biggest increases in variety of places and selection � Highest (6.36) was cleanliness and lowest (4.98) was prices � Value and prices were the two lowest rated � Leisure travelers rated healthy foods and variety higher
Amenities (15 and Varied) � All 15 attributes rated higher than in 2010, biggest increase in comfortable seating � Highest ratings: Free WiFi, family bathrooms, cleanliness of bathrooms, availability of shops, pet relief areas, free local calls � Overall rating increased from 5.76 in 2010 to 6.10
Opportunities in Amenities � 39% say they'd spend more time in restaurants if more available � Mean length of time spent in the area beyond TSA: 63.8 minutes � 3 of 6 travelers spent at least 60 minutes in area beyond TSA � They would spend more money on: restaurants and bars by far, then books/news and retail shops
Opportunities in Amenities � 53% said they would spend more on at least one type of item if available � Visitors more likely to want gaming and gifts
Airport Facilities � All 7 attributes increased, highest increase in appearance/décor in gate areas � All rated above 6.0 � Highest rated: ease of access and getting around � Lowest rated: appearance/décor of gate areas
Overall Satisfaction � All areas increased over 2010, with greatest for friendliness/ courtesy, safety/security, website � Highest rating (6.48) for friendliness/courtesy � Lowest (5.88) for overall air service, stable from 2010 � Visitors rated courtesy/ friendliness and air service higher
Overall Satisfaction � Leisure travelers rated interactive kiosks and air service higher than business travelers � Visitors and residents gave statistically same rating for overall experience, as did leisure and business travelers
Air Service Desires � In 2014 cities in 44 states were named (not Arkansas, Delaware, Kentucky, New Hampshire, S. Carolina, W. Virginia) � Statistically similar to 2010 � Most named a city in California or West Region � Said they would on average make 2.1 visits to their stated city
Air Service Desires � Those who named a California city said 3.2 visits, Western Region said 2.0 visits, and 1.5 visits for South Atlantic � Top 7 cities named: NYC, Oakland, Minneapolis, San Diego, Ontario (CA), Chicago and Atlanta
Air Service Desires � Cities with highest projected rate of increased visitation with non-stop flights: Oakland, SLC, Houston, San Jose, Boise � Highest mentions of overall projected visitation: NYC, Oakland, Houston, SLC, San Jose � In 2010, San Francisco was mentioned most
Suggestions (Open-ended) � Top 6 themes : F&B, direct flights/ air service, environment/décor, electronics/outlets, TSA, walking distance � Biggest increase in suggestion type was environment/décor
Favorite Aspect (Open Ended) � Top 5 themes: décor/ remodel/art, location and convenient access, calm/ easy to navigate, cleanliness, relatively small size � From 2010, comments about décor/remodel/art increased from 7 to 16%
Recommendations � Continue to assess opportunities for amenities, shopping, F&B options/prices � Continue to look at means of extending the décor/remodeled look into gate areas (the remodels have paid off in customer perception), outlets � Utilize data procured for air service efforts
Recommendations � Celebrate and communicate the excellent results and specifically, progress in areas that were targets in last survey � Continue the satisfaction survey practice every 3 years
Thank You and Questions?
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