Speaker Biograghy: Dimitri took up the position of Head, Airport Service Quality (ASQ) at ACI World in October 2015. His main responsibility is to manage the ACI ASQ programme, which guides airports towards improving their customer experience excellence across numerous touchpoints of a passenger’s journey. Dimitri holds a BBA (1998) and an MSc in Marketing (2000) from Hautes Etudes Commerciales (HEC) in Montreal, Quebec. With nearly 20 years' experience in marketing across a variety of industries, he is an expert in product management, customer experience and marketing research. In previous roles, Dimitri was in charge of customer experience management and service design for Hydro-Quebec, as well as product management and new product design for National Bank Insurance and telecommunications company Videotron. In addition to his work at ACI World, Dimitri teaches marketing research and market analysis at HEC Montreal.


Day 3 - 16 March
Session: Commercial - Concessions, Retail & Media

09:05 - 09:35 - Passenger personas – a new approach to understand passenger profiles and motivations
Synopsis: The passenger personas approach aims to support airports in developing a deeper understanding of the needs of travellers, which is an important factor in raising revenues. Airports tend to focus a lot on passenger demographics or the type of travel in order to understand what types of travellers they are serving. This information is just a small part of the picture. ACI has developed six passenger personas, which represent key traveller profiles and allow airports to strategically create different customer experiences to meet the needs of each group.

Audience will learn:

• What is a passenger persona
• What a passenger does in an airport
• What a passenger wants or needs in an airport
• Why a passenger personas approach
• How to improve the passenger experience based on personas