Copenhagen Airport - CPH
Improved business case for Gallery™
Transforming passenger engagement and monetization at Copenhagen Airport
Introduction
Airports across Europe are increasingly focused on improving the passenger experience, increasing non-aeronautical revenue and leveraging digital innovation to optimize operational efficiency. Gallery™ at Copenhagen Airport offers a unique, two-sided solution that meets these needs by engaging international travelers, offering the brand interactive entertainment and creating targeted revenue opportunities. This business case explores the strategic value that Gallery™ brings to airports, supported by key engagement metrics, ROI figures, ASQ score improvements and versatile commercial features.
“Autonomous Units and their Gallery robot have lifted the customer perception of our entertainment level at Copenhagen Airport. This is obtained with a tool that constantly draws smiles, features in vacation pictures for SoMe, and generates positive attention, regardless of content. A tool that can perform operational duties when our terminals are calm and commercial/entertainment duties when crowded, which can address all ages, genders, and types of personas in writing or speech, change content based on location or time, can work 18-hour shifts 7 days a week, that has no sick days, and does not require any construction or square meters. At Copenhagen Airport, we simply do not possess anything else with this wide range of adaptability and flexibility, and we are unable to match the cost per interaction, interaction time, and flexibility in delivery of content with any other tool. After testing for 9 months in 6 different locations, Copenhagen Airport has entered into a strategic partnership with Autonomous Units, a company spearheading innovation in the European autonomous robot industry, to secure access to resources we do not possess in-house. Autonomous Units open new possibilities for us, not just with a tool, but with actual impact and solutions to improve KPIs, commercial performance, cost reduction, and service level improvements.”
– Jonathan Vincentz, Senior Business Developer at Copenhagen Airport
The ASQ advantage: Improving passenger experience and recognition
The ASQ advantage: Improving passenger experience and recognition
The ACI Airport Service Quality (ASQ) program is the leading global measurement of passenger satisfaction at airports and recognizes airports for service excellence. ASQ scores and awards are highly respected in the industry and have a major impact on an airport’s reputation and competitive position. The Gallery™ contributes directly to improving the passenger experience parameters that ASQ measures, such as overall satisfaction, airport atmosphere and ease of navigation.
In busy gate areas where passengers are waiting, Gallery™ key interaction points. Their 2-meter high structure and dual 55″ screens easily capture attention, enhance the atmosphere and entertain passengers – which has a positive effect on ASQ scores by increasing overall satisfaction and perception of waiting time.
The engagement opportunity: Maximizing interaction in high traffic zones
As demonstrated at Copenhagen Airport, where 90% of passing passengers noticed the robot, Gallery™ gives airports a modern tool to deliver a memorable experience. The robots not only support ASQ goals, but also help differentiate the airport as an innovator in passenger engagement.
Case example:
At Copenhagen Airport, the robot interacted with 29 nationalities in one day and achieved:
Average interactions per day:
175
(With a top engagement of 202 games)
Average interaction duration:
53 seconds
(Per person)
These metrics highlight Gallery™‘s ability to create frequent and meaningful interactions at an affordable price, making them an attractive solution for airports looking to increase passenger satisfaction and improve ASQ scores.
Revenue potential: Turning engagement into advertising revenue
Gallery™ goes beyond pure entertainment – it’s a powerful advertising platform that allows airports to create new revenue streams through dynamic and flexible digital content. Each interactive session can be branded with the option to include commercial logos, play pre- and post-game advertisements or redirect users to a specific URL on their smartphones after the game.
Commercial features:
These expanded commercial capabilities provide airports and brands with versatile engagement opportunities, turning every passenger interaction into an opportunity for brand exposure, data collection and personal interaction..
Branding and advertising integration:
Display brand logos or messaging before, during and after the game to reinforce brand visibility, allowing advertisers to capture passengers’ attention throughout the interactive experience.
Post-game engagement:
Redirect passengers to a website or app, ask survey questions, or offer a discount coupon for airport shops. Promotional content can be customized based on demographics, local geographic information or even specific flight destinations, creating a more targeted and relevant experience for each passenger.
Customization options for interaction:
Customize the robot’s messages and content according to passenger demographics or preferences to increase engagement. Airports can leverage these features to tailor interactions to their target audience, maximizing both engagement and commercial impact.
New gaming and entertainment options:
Expand the experience by integrating other types of games and entertainment, such as AI-based photo features that allow passengers to take pictures and interact creatively with the robot. This feature increases passenger engagement by creating memorable moments while giving brands new ways to connect with travelers.
Improving the passenger experience: Entertainment as a service
For airports, improving passenger satisfaction is crucial to maintain customer loyalty and increase repeat visits. Gallery™ contributes to this by transforming waiting areas into zones of entertainment and engagement. The robots’ interactive Ping Pong game, controlled via QR codes, is not just a novelty, but a thoughtful way to pass the time in the otherwise static gate area.
Passenger satisfaction in focus:
– Interactive and engaging: QR code-based control allows passengers to participate instantly without the need to download an app.
– Personalized engagement: Passengers can control the robot’s content, making the experience dynamic and memorable.
– Flexible interaction times: With an average interaction of 53 seconds, passengers engage without feeling interrupted, while airports gain valuable data and insights into engagement.
This positive passenger experience influences ASQ scores, especially in areas related to atmosphere, overall satisfaction and perception of service quality. By offering an enjoyable experience, Gallery™ supports airports in achieving ASQ recognition for passenger service excellence.
Operational efficiency: Automation of passenger interaction
Gallery™ gives airports a way to deliver information, entertainment and advertising without placing additional burdens on staff. By automating passenger interactions, airports can improve their service capacity, even during busy periods, without requiring additional human resources.
Benefits of automation:
– Low maintenance, high visibility: Gallery™ requires minimal maintenance, allowing airport staff to focus on other critical tasks.
– Scalability: With low cost per interaction and high engagement rates, airports can implement multiple devices without significantly increasing operational costs.
– Localized information delivery: As a mobile communication tool, the robot can deliver information specific to gate areas, flight destinations or nearby retail options, providing passengers with real-time information and personalized service.
Return on investment: Justifying the cost of Gallery™
Gallery™‘s daily operating costs of <45€ and impressive engagement metrics support a strong ROI calculation. By using each interaction to deliver targeted ads or brand messages, airports can quickly break even and create additional revenue opportunities in high traffic areas.
Examples of ROI calculation:
– Daily cost per interaction: 0,26€
– Potential daily revenue from advertising: If each interaction includes a sponsored ad and the airport charges €1 per ad impression, the robot can generate 175€ in daily revenue, resulting in approximately 130€ in net revenue after operating costs.
– Payback period: Provided an initial investment, a robot can pay for itself within a few months, driven by advertising revenue and savings from automated passenger interaction.
Conclusion: Scalable potential for European airports and ASQ expertise
The success of Gallery™ at Copenhagen Airport demonstrates their potential as scalable, revenue-generating tools for airports across Europe. With customized advertising options, high passenger engagement rates and manageable operating costs, Gallery™ is positioned as a compelling complement to airport digital strategies. By positively impacting passenger satisfaction metrics that contribute to ASQ scores, they represent a practical, high-ROI solution that improves passenger satisfaction, supports operational efficiency and opens new revenue streams.
