Corporate Secretary 08 Jan 2019
Tangerang - Millennial generation is the focus of Angkasa Pura II management in working on new market segments that are increasingly prevalent in the digital era. This will be the development of product and service portfolios and target service refresher on aspects of operations at the airport.
Muhammad Awaluddin as President Director of PT Angkasa Pura II explained that one of the company's three main programs in 2019 is to create a travel experience for the millennial customer segment, "Now it is completely digital and the potential of the millennial generation is mushrooming. We who must always be up to date in terms of operations and services must be more fresh and innovative. For this reason, we created the concept of millennials travel experience at the airports that we manage, "said Awaluddin.
To optimize the millennials travel experience program, Angkasa Pura II presents a '3A' approach; Augmentation, Activation, and Amenities. Aware of the potential of millennial generation, Angkasa Pura II plans to augment or increase and enlarge the segmentation of millennial services. Management believes that millennial generation will dominate the portion of the future market so that the addition and improvement of digital and current-based services is a priority.
Furthermore, management needs to carry out a number of activation activities to encourage millennials to attend Angkasa Pura II managed airports. The branch team is required to be more aware of the latest event developments in order to be able to activate current activities. The latest activation activities that have been held are online game competition events held at Soekarno-Hatta International Airport, and Airport Vlog Competition, a video blogging competition that takes place at the airport or activities during the trip to the airport. The blog contains about the airport sundries, unique things that are encountered and done at the airport or during a trip to the airport.
Support for renewal of amenities, a number of supporting digital facilities have also been run. To make it easier for passengers to get information at the airport. Airport Digital Lounge with the concept of one stop airport service has also been implemented in which there is also a variety of information about all the services in the airport and is equipped with a robot customer service. Not only that, entertainment facilities are also more complete with the presence of console games and sports corners. There is also an instragammable selfie spot and co-working space that can be utilized by the traveler. All digital facilities are supported by Wi-Shock or high-speed WiFi networks. AP II also developed an application with a mobile platform, the Indonesia Airports App, to further enhance the digital experience at AP II airports.
Millennial market is promising. In 2017, there were 143.3 million Indonesians connected to the internet. Of this total, 49.5% is dominated by millennials in the age range of 19-34 years. Even more promising, internet user penetration in the world reaches 52.96% of the population of 7.59 billion as of July 2018. "Millennial generation is a potential national asset and a market segment that can be addressed. To attract the market, we present the airport approach as a digital destination as one of its key points, "Awaluddin stressed.
Appreciation was given by the Minister of Tourism (Menpar) Arief Yahya. "Millennial tourists for future market share. The portion is around 7 million people. This amount is about 34% of the target of 20 million foreign tourists in 2019. So, it must continue to be optimized from now on. Who can take it, will be the winner. Another word is who wins the future, wins the game, "said the minister.
Together with international expansion and 1 million tons of cargo movement, millennials travel experience is expected to generate an income of Rp 500 billion in 2019. This figure provides a portion of around 5% of the total projected revenue of AP II.
With the increasingly digital airport managed by Angkasa Pura II, Awaluddin hopes that travelers can have their own impression when arriving at the airport. Through social media accounts, it is hoped that it can attract the interest of other travelers to visit Indonesia and enjoy the millennials travel experience, "In essence we hope to provide positive inspiration for travelers to be able to enjoy the millennials travel experience. So they can tell stories through their social media accounts and viral on social media. This will certainly encourage us to always be motivated in carrying out business transformation and transforming in the field of operating infrastructure and services, "said Awaluddin.
At present the Digital Lounge Airport has been implemented in Terminal 3 and Terminal 2 of Soekarno-Hatta International Airport and this year will be gradually implemented in all airports managed by Angkasa Pura II.