Abu Dhabi’s game changer

Elena Sorlini, managing director and CEO of Abu Dhabi Airports, tells Joe Bates more about the transformational benefits of Zayed International Airport’s new Terminal A and the company’s customer service strategy.

Can you tell us a little more about Abu Dhabi Airports’ customer service philosophy and why you take good customer service so seriously?

Passengers today expect more from airports than they used to. Long queues and a lack of convenient, affordable commercial services are no longer considered an acceptable airport experience.

Today’s passengers expect excellence as standard, and their expectations are always rising. As a result, airports have to be flexible in the way they operate to meet the evolving passenger experience. It’s that or get left behind.

At the airport, speed is of the essence. Passengers expect streamlined processes and minimal wait times and are increasingly willing to embrace biometrics and off-airport processes to achieve this. Indeed, confidence in biometric technology is on the rise and passengers seem to appreciate using biometric data over traditional passports and boarding passes. We are well prepared for this new dynamic.

Is it possible to highlight the main customer service goals you strive to achieve?

Just one word should suffice to answer this question, ‘Excellence’. Indeed, excellence in all aspects of customer service.

How important is new infrastructure, such as new terminals or the modernisation of existing ones, to enhancing the airport experience for passengers?

As I’ve already said, passengers today expect more from airports than they used to. In our case, the new Zayed International Airport was needed to meet the exponential growth in demand from both visitors and airlines and to unlock the full potential of tourism and trade in
Abu Dhabi.

Our airport can now handle 79 planes at once and up to 11,000 passengers per hour. It has doubled the capacity of the old terminals, managing up to 45 million passengers annually, both visiting and in transit.

It is no exaggeration to say that the terminal was designed to provide the most innovative, safe, and seamless airport experience, meeting the highest standards of quality and service required by the aviation industry and passengers. Its X shape optimises operational efficiencies and reduces walking times.

Our aircraft parking infrastructure for example, now includes 65 contact stands and 14 remote stands, complete with dedicated boarding gates. This expansion will reduce congestion, provide passengers with a more relaxed boarding experience and allow for smoother onward journeys without unnecessary delays or inconveniences. It is also worth noting that Zayed International Airport continues to enhance its facilities to solidify its position as a global leader in airport technology and passenger experience.

Has the new airport embraced the very latest technology?

Absolutely. I would even go as far to say that we have set a new standard for airport technology as Zayed International Airport stands out as the first and only airport worldwide to utilise a nine touchpoint facial recognition journey.

This technology is deployed at various stages of the airport experience, including the self-bag drop area and counters. As a result, passengers enjoy significantly reduced queueing times for a hassle-free and seamless journey through the airport. Furthermore, there is no longer a need for physical documents to navigate through immigration and boarding processes, enhancing convenience and ensuring the highest levels of safety and security.

Finding your way through the airport has also been made easier thanks to the augmented reality Wayfinder, which enables real-time navigation throughout the terminal to support airport guests. Route selections are personalised with animated 3D themes for Desert, Oasis, City, and Sea, offering interactive and convenient navigation for an enhanced and entertaining experience. Finally, passengers can expect a rapid journey, as they can go from kerb to gate in just 12 minutes, minimising wait times and maximising efficiency.

Are we in danger of forgetting the important role people play in the provision of customer service excellence?

We will never underestimate the role people play in the customer service process. Our customer care is based on the highest standards adopted worldwide, and technology is a means to the end of making the passenger’s journey as comfortable as possible. Additionally, we have personnel stationed at almost every corner of the airport, ready to help passengers and answer any questions they might have.

How big a role does ‘sense of place’ and ‘art’ play in your customer excellence strategy?

Zayed International Airport’s new branding encapsulates the spirit of the new airport beyond its physical structure of steel and glass. We were inspired by the design of this iconic terminal, with each pier representing and pointing to either the city, desert, oasis, or sea – landscapes synonymous with Abu Dhabi.

Using this for creative inspiration, we’ve linked each of those piers to a key landmark, immortalised in the brand logo we’ve recently unveiled. From the Great Hall of Terminal A to the historic walls of Qasr Al Hosn, the legacy of Emirati navigators embodied by the dhow boat, to the enduring properties of date palm trees and the desert sun, these unique features create a sense of place for passengers, providing an unforgettable experience.

This is not just about the infrastructure. We have been working hard to ensure that the level of service we offer matches the beauty of the terminal, creating a consistently superior end-to-end passenger experience. From a seamless journey powered by the latest smart scanning technology to intuitive systems that prioritise ease of movement and passenger rest, Zayed International Airport is built with our passengers and partners at its very heart.

The airport encompasses elements of rich Emirati culture and a strong foundation of Arabian heritage, fostered by the vision of the UAE’s founding father, to whom the new airport pays due homage.

We wanted to showcase the late Sheikh Zayed’s legacy to the visitors of Abu Dhabi due to his significant contributions to the emirate, which he helped develop into a centre for business, tourism, and culture.

Last, but not least, Zayed International Airport is home to one of the largest environmental art installations in the Middle East, the Sana Al Nour, a Barjeel structure inspired by the wind towers of the Gulf region. It weighs approximately 100 tons and incorporates 1,632 curved glass panels. It stands 22 metres tall and 17 metre wide.

The traditional Barjeel design facilitates an energy-saving airflow for the entire terminal building; it allows natural light and cool air to pass through the front and top of the structure while heat rises through the middle.

Can you give us some examples of customer service excellence at Zayed International Airport airport that you believe helped it do so well in ACI’s ASQ Survey?

At Zayed International Airport, customer service excellence is ingrained in our company culture. This commitment is reflected in our airport design, products, services, and operations, particularly in passenger-facing touchpoints. We have replaced traditional information desks with customer service agents who roam the airport looking for people to assist.

They engage with passengers, assist with inquiries, and provide recommendations for food and beverage outlets available at our airport.

In a large passenger terminal building, walking distances to gates can be challenging for some passengers. To address this, we offer complimentary roaming buggies throughout the terminal, prioritising passengers with reduced mobility, the elderly, families, and others in need.

In this day-and-age, connectivity is essential. Zayed International Airport offers complimentary Wi-Fi and mobile charging services to ensure passengers stay connected with their loved ones. Mobile charging services are available at seating areas airside and at charging stations near the gates. We also offer power bank charging services.

We are also proud of the airport’s ambience. Zayed International Airport provides a state-of-the-art environment where passengers can relax while travelling. The terminal features plants and floor-to-ceiling glass windows, bringing the natural beauty of Abu Dhabi into the airport experience.

Can you tell us why you consider ACI’s ASQ programme invaluable to AUH and Abu Dhabi Airports?

For nearly 20 years, we have participated in the ACI ASQ programme, a continuous improvement initiative involving all our airport stakeholders. We produce reports and hold quarterly meetings with our stakeholders to review the results and identify areas for improvement. The ACI ASQ programme also allows us to benchmark our airport against more than 400 airports worldwide, helping us assess our strengths and identify opportunities for growth.

Furthermore, it offers invaluable knowledge-sharing opportunities at the subcommittee level with global airports. The comprehensive, data-driven feedback provides insights into various areas of airport operations, aiding informed decision-making to enhance passenger experiences.

Our global reputation and accolades from this programme serve as powerful marketing tools, boosting morale and attracting more partners and business to the airport.

What does good service mean to you?

In an airport sense, to me, great customer service is about transforming the airport experience into an exciting and memorable part of the journey for our visitors. It is about ensuring that airport processes are seamless, quick, and enjoyable, and just as importantly it is about delivering a stress-free overall experience that leaves passengers feeling relaxed and valued. From the moment they arrive at the terminal to the time they board their flight, every interaction should be designed to exceed expectations and create a sense of anticipation for their next visit.

By providing exceptional service, we aim to make Abu Dhabi a destination that passengers look forward to returning to, time and time again. Whether it’s through personalised assistance, world-class amenities, or innovative services, our goal is to make every journey through our airport a wonderful adventure in its own right.

What is Abu Dhabi Airports doing to ensure the sustainable growth of its airports and meet the environmental/climate change concerns of the travelling public?

Sustainability is a core element of Zayed International Airport, which is ‘Green Building’ certified under the Pearl Building Rating System [PBRS], achieving 3 Pearls at the design stage. Over 90% of the steel and 82% of the timber used in constructing the new terminal is certified and from sustainable sources, reducing the amount of raw material used and promoting the circular economy.

More than 70% of the plants used in the terminal’s campus landscaping are native and adaptive species that are drought and saline resistant. Water-efficient fixtures and fittings have been installed throughout the airport, resulting in a 45% improvement over the Estidama benchmark figures. We continue working to comply with the efforts needed to be a sustainable airport.