Speaker Biograghy: Richard is an operations and customer service specialist with 29 years of experience and a passion for the customer experience. In 2007 he founded North Star Consultancy, specialising in air-rail intermodality, service concept through to operational readiness, managing disruption and a world-class customer experience. He has recently brought his passion to life, working on the start-up of the Dubai Metro and London’s transport readiness for the 2012 Olympic Games. He has also led a number of air-rail projects and has inspired the Global Air Rail Market Share Report, the first of its kind. He has delivered many papers on all aspects of air-rail link strategy and operation to audiences across four continents. He was previously Operations and Customer Service Director for Heathrow Express, where he led the service from the project phase to one that was globally recognised for its customer service.


Day 2 - 11 March
Session: Airport Cities & Transport Connections

12:25 - 12:55 - Marketing of airport access modes – the critical effects
Synopsis: What influences mode share? Factors like the quality of the customer proposition, differences in time or cost against competition, and tariff against the cost of everyday goods are discussed. We look at why mode share changes year on year and provide an opportunity to gain insight into causes. We look at initiatives that are attributed to positive change, and focus on how marketing and awareness are critical to winning new customers and retaining existing ones.

Audience will learn:

• What influences airport access mode’s share of the market
• What initiatives give short- and medium-term benefit
• The critical effect of marketing in a competitive environment
• How to gain a market share increase through marketing
• How businesses can meet their mode share targets