Getting KLIA to land a spot on the top 10 list of airports globally: Can it be done?

A nation’s airport sets the first impression for its tourists. Especially since airports are portals in and out of countries, it then becomes imperative for them to provide a seamless experience for travellers. Unfortunately, Malaysia’s Kuala Lampur International Airport’s (KLIA) has fallen short in this aspect.

Earlier this month, KLIA witnessed a drop in its ranking to 67th place in the Skytrax World Airport Awards earlier this month. Much to transport minister Anthony Loke’s chagrin, the airport had dropped five ranks from the previous year’s rankings. According to him, KLIA should have been in the top 10 especially since it was once considered one of the best in the world following its launch nearly 25 years ago.

The recent reporting of inefficiencies passengers experienced at the airport provides an explanation for the drop in KLIA’S ranking. The airport copped flak from netizens for its long queues and waiting times that travellers had to face, which is a crucial aspect of customer experience.  The drop in ranks, Loke said, “shows a downward trend and it is something that we need to pay attention to.” In a bid to ramp up efforts for the airport to regain its status, he believes that strategic and concerted efforts are needed. One of these efforts includes the rebranding of KLIA and KLIA2 to KLIA Terminal 1 and KLIA Terminal 2 respectively.

Don't miss: KLIA drops ranks, disappointed transport minister Anthony Loke eyes for top 10

Rebranding an airport could renew tourists’ perception of it, making it all the more important for it to be done well.

According to Superunion’s managing director, Ambrish Chaudhry, the beginning and end of an experience have a disproportionate impact on the memories of the entire experience. Following that line of logic, the responsibility on KLIA to uphold the values of the Malaysian brand is immense, especially since KLIA is in some senses the talisman of Malaysia as a destination brand.

A firm believer of efficiency and theatre being the ideal combination in delivering a seamless airport experience, Chaudhry said KLIA can up the ante in its services if it focus on “the intent to put passengers in a comfortable frame of mind to maximise their stay at the airport".

Sutapa Bhattacharya, managing director at DIA brands agreed. She explained that the leisure traveller or the lay-over traveller has time to kill, and there is a need to create a comfortable and conducive environment that is relaxing, yet provides a rewarding and exciting experience by encouraging the “reluctant” traveller to explore, discover more. She went on to add that ideally, no one really wants to spend time in an airport when they could either be at home or at their destination, and hence airports need to emulate the experience of either or both for it to be conducive for a traveller.

She added that an airport can become a destination in itself. Once it draws a traveller in with a taste of a seamless experience, it then becomes easier to draw them in a second time to choose the nation as a destination rather than a mere transit location.

According to her, commonalities between the best international airports include smooth check-in experiences, a quick exit experience – from disembarkation to immigration – along with easy to find trolleys, getting easy and fast transportation to the final destination to cleanliness and efficient, empathetic and courteous staff, free and high- speed wireless connections and a wide range of good quality dining options.

Learning from Changi Airport Group

Earlier this year, it was reported that Changi Airport's retail scene was seeing a steady recovery post-pandemic. “We reinvented ourselves during the pandemic and explored creative ways to engage our customers," explained Teo Chew Hoon, Changi Airport Group’s (CAG) managing director for airside concessions. This is an example of how Changi adapts to circumstances and readjusts to continue providing travellers with a quality experience. 

Both Bhattacharya and Chaudhry referenced Singapore’s Changi Airport as a quality airport that manages to achieve the best customer experience.  “It is amazing how Changi Airport manages to ensure that no matter which gate you land at, you can almost always be seated in a cab 15 minutes from that time. Immigration is efficient, quick and orderly,” explained Bhattacharya.

Chaudhry believes Changi provides the comfort a traveller wants - and this is something KLIA can learn from especially as travel has become more central to Malaysia's economy. “As nations go all out to revive tourism, KLIA is well positioned to build off the strong Malaysian tourism brand and reinvigorate the spirit that took it into the top 10 list multiple times,” he added.

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