How to Run a Profitable Airport Parking Operation
Posted: June, 21, 2023 9:00AM ET • 14 min read
The airport industry is one of the most advanced in adopting innovative parking mobility technologies. As large-scale operations with high volumes passing through each day, airport authorities and operators need to stay ahead of the curve with solutions that provide easier, safer, and faster experiences. So, what is the secret on both a consumer and a business level? Airport management with technology.
Consumer-Driven Technology Solutions
As mobility hubs with various interaction points for various uses, such as travelling, employment, and hospitality, airports must seek innovative solutions that make navigating parking easy.
Being the first and final touchpoint for many, convenience and safety are necessary for airport authorities and operators. That is why investing in innovative technologies that create easy experiences for you and your customers is integral.
Parking Access Revenue Control
As an airport authority managing dynamic portfolios that accommodate large volumes of traffic daily, it’s important to ensure you capture 100% of your revenue to continue providing easy experiences.
Pay-on-foot parking systems consist of gated parking equipment that requires your visitors to pay for parking if they wish to enter, helping you secure the revenue you deserve. In addition to the entry and exit gates, the system includes pay stations that can be dispersed throughout your property for drivers to purchase parking passes or pay for parking before exiting.
Mobile Parking Platforms
In today’s day and age, smartphones have become a personal necessity and an integral part of the customer journey. So why not allow visitors to enter and exit, pay, reserve, or validate their parking on one mobile application? Before getting started, ask your parking provider the following questions;
What types of parking equipment can mobile solutions be integrated with?
Will it be supported on all mobile devices?
What payment methods does it accept?
Do visitors need to download a mobile app? For which use cases?
Can it be used for third-party reservations such as valet services?
Can I integrate my existing loyalty program?
License Plate Recognition
Devising a strategic parking operation plan starts with understanding where, when, and how long customers park at your facility. Smart technologies like license plate recognition (LPR) that go the extra mile to create a seamless experience for both you and your customers do just that. LPR offers unlimited possibilities for your parking operation.
Smart Access Control
License plate recognition systems provide added security and access control. It can also be programmed to understand various lists such as blocklists, notification lists, and access lists with different parameters that will either admit, notify, or prevent a vehicle from entering your facility.
Automatic Enforcement
License plate recognition enforcement technology does all the heavy lifting. Patrol officers are no longer required to manually check each license plate against a database of authorized parkers for special permit rules or photograph each infraction for future reference if the violation notices are disputed or validations are administered.
Real-Time Business Intelligence
License plate recognition technology allows you to make strategic decisions with a good understanding of where, when and for how long customers are parking in your facility. This can include anything from the frequency of visits, peaks, days and time to prime locations and durations. It can also be integrated with a central business intelligence platform.
Parking Guidance Systems
Camera-based parking guidance systems create a seamless wayfinding loop that reduces congestion, increases efficiency, and enables visitors to find parking easily.
The Welcome Experience
Visitors are guided to available parking stalls thanks to bright LEDs on smart sensors above parking spaces that quickly signal customers to available spaces using familiar green-or-red colour coding. Custom colours can also be used for special designations, such as blue for accessible stalls.
The departure experience is as easy as the arrival with Find Your Car locator— a software module enabling customers to remember where they parked with a simple input of their license plate into a mobile app, touchscreen kiosk or parking pay station.
The Management Experience
On a business level, parking guidance systems with camera technology can be used as an outlet to introduce dynamic pricing models based on occupancy data.
Smart Management Solutions
Parking can be complicated. Management doesn’t have to be. Airport authorities rely on intuitive technology and sophisticated management to provide a leading-edge experience for their visitors. That is why it is vital to provide that same level of experience at the first touchpoint in their journey—the parking facility.
When used correctly, your airport parking facility can provide you with a slew of data and information about your visitors that can support a data-driven operation that meets and exceeds visitor and operational needs.
Revenue Management
When considering partnering with a parking provider, it is vital to ensure they abide by secure revenue management and processing procedures. They are responsible for making your facility payment ready with certified banking solutions that protect your bottom line and ensure maximum security and accuracy.
As an airport authority, you will want to ask yourself if your parking provider:
Undergoes regular Canadian Standard Assurance Engagement (CSAE) audits?
Abide by level 1 (the highest level) of Payment Card Industry (PCI) compliance.
Offer Euro Mastercard Visa (EMV) certified payment integrations?
Offer certified cash collection and handling procedures?
Provide monthly financial statements.
Provide secure revenue management reporting.
Flexible Permit Options
It’s simple — your employees and frequent visitors crave convenience. With flexible return-to-work models now the norm, offering various permit options that complement our new routines is vital. Offering flexible parking permits for diverse employee and visitor needs is an effective way for program managers to secure recurring revenue and develop a returning customer base.
Flexible permits range from scan-and-go and tap-and-go options to vehicle transponders and Bluetooth Low Energy that can be used by frequent visitors such as staff or tenants or by visitors preregistered for parking validations or reservations. Below are five commonly used flexible permit options.
Individual Pay-As-You-Go Permits: Allowing account holders to only pay for the time used. The parking operator decides billing cycles.
Corporate Pay-As-You-Go Permits: An option for corporate fleets. Billing cycles are divided by the parking operator.
Pre-Paid Permits: Requiring customers to purchase a certain number of parking sessions or hours in advance; for example, ten days of parking
Carpooling Permits: Controlled by ensuring only one vehicle associated with the account is permitted access to the parking lot at a time
Contractor And Temporary Guest Permits: Short-term permit options
Business Intelligence & Analytics
A business intelligence tool that doubles as a central management platform will allow you to successfully manage and control your airport parking operation in one place. These systems provide direct access to a wealth of data insights, real-time system performance, and live control over your technology onsite.
The beauty about data is that it can be turned into actionable insights such as;
Increase occupancy levels based on consumer demand
Effortlessly maximize revenue streams
Understand the varying payment and permit types your customers use
Determine dynamic pricing opportunities
We get it— data analysis can be complicated. That is why it’s important to display the information in a clear and easy-to-read dashboard style. Also, narrow your analysis down to key performance indicators, so you don’t become overwhelmed by too much information.
Remote Monitoring & Digital Customer Service
Remote monitoring and virtual customer assistance are more than your average parking solution. It gives you an inside look into your operation, allowing you to manage your parking operation efficiently from anywhere, anytime.
Remote monitoring will keep your operation running smoothly while improving performance and lowering operational costs. Here’s how:
Enhanced Customer Service and Technical Performance
With virtual customer assistance and remote monitoring, your visitors can receive round-the-clock, multilingual support within your facility from their car,
pay stations or mobile device. This solution can also monitor the performance and status
of your parking equipment with immediate back-end troubleshooting and technician dispatch capabilities.
Reduced Operating Expenses
Remote monitoring and response for your parking facility allow you to enjoy the same peace of mind as you would with onsite parking attendants, but at a fraction of the cost. Remote monitoring and response facilities pinpoint and track the exact cause of system disruptions so your facility remains up and running at all times.
Increased Revenue
Reduced operational costs for your facility mean increased revenue for you. Thanks to real-time system performance alerts and alarms, instant back-end troubleshooting capabilities and technician dispatch protocols, service issues are detected, evaluated and responded to immediately, limiting operational exhaustion.
Signage & Wayfinding
Whether for directional, safety, or instructional purposes, installing signage and wayfinding throughout your parking facility is key to ensuring smooth parking experiences.
Ensuring your signage is placed correctly throughout your facility, is easily legible and up to date, and is well-maintained will create an easy and safe parking experience for all.
Below are five ways you can ensure your facility is fully optimized with signage:
Conduct an onsite signage audit for your parking facility.
Consider investing in electronic signage.
Decide on the look and feel of your print parking signage.
Ensure the messaging on your signage meets municipal bylaws and protects your organization and visitors.
Ongoing maintenance is just as essential as installation.
Short-Term vs. Long-Term Parking
What may work for one may not work for another. With thousands of visitors coming in and out of your facility every day, it is vital to offer both short- and long-term lots that can satisfy all visitor needs.
Not sure what the difference is and how they can benefit you? See below.
Key Considerations for a Secure Solution
It’s your responsibility to ensure your parking provider protects your operation and your bottom line at all costs. Here are three security factors you will want to consider before partnering with a parking provider:
Subscriber Security
Permit management software can manage your entire billing and collections processes, allowing you the flexibility to determine your billing cycle and efficiently plan and regulate your monthly cash flow. However, with subscriber security being top of mind, your system needs to be encrypted with top-notch security ensuring your subscriber data is secure and private at all times.
Financial Security
Your parking provider must abide by secure revenue management and processing procedures to ensure your revenue is protected. They are responsible for making your facility payment ready with certified banking solutions that protect your bottom line and ensure maximum security and accuracy.
System Security
Your software is the brains behind your operation. It allows you to continue to configure parking lot parameters (e.g., rates, permit holders, etc.), deliver functionality to your customers (such as mobile payments) and generate your statistical and financial reports. Ensuring your system is up-to-date will guarantee your network is protected when you need it most.
Your Roadmap to Success
Now that you know what running a successful airport parking operation entails, you may be wondering where to start. The secret? Partner with a parking provider that relies on in-house resources and expertise to do the work for you, so you don’t have to. Below is everything you will need to get started.
Intuitive parking technology
Flexible permit offerings for visitors and employees
Mobile payment, reservation and validation platform
Remote monitoring for system health
Comprehensive management and reporting platform
Ongoing curb management and facility maintenance
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ABOUT THE AUTHOR
Basit Mohammed
Operations Manager-Parking Montreal Airport
Basit plays a vital role in maintaining relationships with several high-profile clients in both the public and private sectors, bringing with him a great deal of management training and experience to look after the day-to-day operations of a number of key sites in Precise ParkLink’s portfolio.
In his role as a operations manager, Basit exercises his leadership skills to supervise site staff, troubleshoot any issues they may have with the installed equipment, and address questions that may arise with the services they offer. He’s also able to leverage his collaborative nature, working as a project champion to ensure his clients’ signage and collateral needs are addressed by our in-house creative services division, and maintenance and upgrade needs are handed by our technical teams.
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