How eye tracking technology enhances passenger experience

Navigating through an airport can be a daunting experience, especially for first-time travelers. I vividly remember the day after graduating when I traveled alone to another country for a summer job. The excitement of the journey quickly turned into stress as I became completely lost and unsure of where to go next. The anxiety of not knowing if I was heading in the right direction was overwhelming.

Even this year, when I was conducting wayfinding research at an airport, I ended up going the wrong way due to language barriers and confusing signage. These experiences highlight the critical need for effective wayfinding systems in airports.

Why wayfinding matters and its impact on customer satisfaction

Wayfinding systems are essential in airports, helping passengers navigate complex spaces with ease. An effective wayfinding system ensures that passengers can move efficiently through check-in counters, security checkpoints, and boarding gates, which in turn supports smooth operations and enhances safety. The clarity of signage and navigation systems reduces the likelihood of missed flights, minimizes congestion, and provides clear directions during emergencies.

Beyond the logistical benefits, wayfinding significantly contributes to passenger satisfaction. When passengers can easily find their way around, they feel more confident and less stressed, enhancing their overall experience. Clear navigation also allows for a more enjoyable journey, encouraging passengers to explore amenities like restaurants and shopping areas. This sense of ease can result in higher customer satisfaction, increased loyalty, and a more positive perception of the airport, which ultimately drives repeat visits and revenue generation.

The role of eye tracking technology

Wearable eye trackers significantly enhance wayfinding by providing insights into how passengers interact with signage and navigate through the airport.

Here’s how:

1. Understanding passenger behavior: Eye tracking enables airports to see where passengers focus their attention and how they move through the terminal. This data helps identify problematic areas where passengers frequently get lost or confused.

2. Optimizing signage placement: By analyzing eye movement patterns, airports can determine the best locations for signage, ensuring they are both visible and easy to understand.

3. Improving signage design: Eye tracking can reveal which elements of a sign attract attention and which ones don’t. This information can be used to refine and improve signage designs, ensuring that passengers receive the information they need quickly and clearly.

Strategic placement of advertisements and shopping areas

Beyond improving wayfinding, eye tracking technology can also optimize the placement of advertisements and retail spaces within the airport. By understanding where passengers are most likely to focus their attention, airports can strategically position ads and shops in high-traffic areas where passengers are more receptive. This approach not only increases conversion rates but also makes shopping and entertainment options more accessible, enriching the overall passenger experience.

Moreover, for media buyers, this data offers a powerful advantage. Eye tracking helps identify which ad spaces attract the most attention and are most relevant to the passengers’ journey. By placing ads in locations where passengers are more likely to engage with them, airports can create more valuable and relevant advertising opportunities. This makes it easier for media buyers to target their audience effectively, leading to higher ad performance and more impactful campaigns.

Industry investment in wayfinding

Recognizing the critical importance of effective wayfinding, major airports around the world are making substantial investments in improving their infrastructure. For example, London Heathrow Airport (LHR) is undertaking a
massive £2.3 billion investment plan to enhance its terminals over the next two years. The primary goal of this investment is to elevate the passenger experience, boost operational resilience, and embrace sustainability—all of which include enhancing wayfinding and overall passenger flow.

What’s next?

Investing in eye tracking technology to improve wayfinding is a forward-thinking approach that benefits both airports and passengers alike. By addressing the challenges passengers face and optimizing navigation systems, airports can create a more pleasant, efficient, and revenue-generating environment. Ultimately, this leads to higher customer satisfaction and fosters long-term loyalty, while also offering media buyers more effective and relevant advertising spaces.

Tobii is equipped to support airports throughout the entire wayfinding project lifecycle, from research and data collection to providing the necessary technology that empowers airports to manage and optimize wayfinding systems independently. Whether through end-to-end project support or supplying the tools for airports to carry out their own evaluations, Tobii enables airports to enhance passenger experiences and streamline operations effectively.