Corporate Secretary 13 Jun 2019
Jakarta - Soekarno-Hatta International Airport is one of the most expensive brands in Indonesia.
Based on the study of an independent consultant from the UK, Brand Finance, in collaboration with SWA magazine, brand valuation from Soekarno-Hatta International Airport reached US $ 72 million.
With that brand value, Soekarno-Hatta is in position 71 of the list of the Top 100 Indonesia Most Valuable Brands 2019.
This achievement was the first time, making Soekarno-Hatta a newcomer to the list. In fact, Soekarno-Hatta became the only airport that could become the most expensive brand.
The methodology used by Brand Finance in determining brand value includes a number of processes, namely calculating the Brand Strength Index (BSI), Brand Royalty Rate and Brand Revenues, until finally Brand Value is obtained from a brand.
President Director of PT Angkasa Pura II (Persero) Muhammad Awaluddin said the success of Soekarno-Hatta in the ranks of the most expensive brands for the first time was the result of the transformation that was being carried out by the company.
This transformation leads to an increase in services to the highest standards and has an impact on customer loyalty and increased revenue.
"There are 3 transformations that we are currently doing, namely business & portfolio transformation, infrastructure & operation system transformation, and human capital transformation. The transformation is to achieve the goal of making Soekarno-Hatta the best smart connected airport in the region. "
"AP II is also carrying out massive development in Soekarno-Hatta such as terminals, runways, and train stations where this is included in the hard infrastructure. On the other hand, we offset the development by developing soft infrastructure, namely the digital ecosystem, "said Muhammad Awaluddin.
The combination of hard infrastructure and soft infrastructure development has enabled Soekarno-Hatta to maintain high standards in serving 60-70 million aircraft passengers per year.
"Digitalization in Soekarno-Hatta is very important because Soekarno-Hatta cannot be managed in traditional ways anymore. Through digitalization we are able to serve 60-70 million passengers even though the capacity of the new terminal is around 50 million passengers, "explained Muhammad Awaluddin.
Soekarno-Hatta is currently operating with three terminals namely Terminal 1, Terminal 2 and Terminal 3.
The turning point of Soekarno-Hatta, of course, is the operation of Terminal 3 in 2016. The terminal with a capacity of 25 million passengers per year is capable of helping Terminals 1 and 2 to unravel passenger traffic density.
Now, Terminal 3 has even become a reference in Indonesia how aircraft passenger terminals should operate effectively and efficiently with high service standards.
Soekarno-Hatta since 2017 has also been equipped with Skytrain as a mode of inter-terminal transportation, very different compared to before only relying on shuttle buses.
Furthermore, the airport train also started serving travelers from the beginning of 2018 with routes from Bekasi, BNI City, Duri, Batu Ceper to Soekarno-Hatta. In the near future, the train will also serve Manggarai Station.
Various digital service infrastructure can also be enjoyed in Soekarno-Hatta ranging from high-speed wifi (wi-shock), iMATE Lounge (i-Millennial Airport Travel Experience Lounge), e-sports playground, to personnel equipped with gadgets (Digital Officer with Digital Device).
Digital development also includes the release of applications for iOS and Android to make it easier for travelers to get services before, during and after the flight.
Going forward, services will also be improved from the operational side with the third runway and east cross taxiway.
"The development of hard infrastructure and soft infrastructure has enabled Soekarno-Hatta to operate optimally in serving passengers," explained Muhammad Awaluddin.
"At the moment we are also preparing to build Terminal 4, before the construction of Soekarno-Hatta II will be carried out later."
Various developments that began with the transformation eventually brought Soekarno-Hatta as one of the most expensive brands in Indonesia in 2019.