Abu Dhabi Airports CEO, Elena Sorlini, tells Joe Bates more about the transformational benefits of Zayed International Airport’s new Terminal A and the company’s customer service strategy.
What does good service mean to you?
In an airport sense, to me great customer service is about transforming the airport experience into an exciting and memorable part of the journey for our visitors. It’s about ensuring that airport processes are seamless, quick, and enjoyable, but just as importantly it is about delivering a stress-free overall experience that leaves passengers feeling relaxed and valued. From the moment they arrive at the terminal to the time they board their flight, every interaction should be designed to exceed expectations and create a sense of anticipation for their next visit.
By providing exceptional service, we aim to make Abu Dhabi a destination that passengers look forward to returning to, time and time again. Whether it’s through personalised assistance, world-class amenities, or innovative services, our goal is to make every journey through our airport a wonderful adventure in its own right.
How important is new infrastructure when it comes to enhancing the airport experience?
Passengers today expect more from airports than they used to. In our case, the new Zayed International was needed to meet the exponential growth in demand from both visitors and airlines and to unlock the full potential of Abu Dhabi Tourism and Trade.
It has doubled the capacity of the old terminals, managing up to 45 million passengers annually, both visiting and in transit. It is no exaggeration to say that the terminal was designed to provide the most innovative, safe, and seamless airport experience, meeting the highest standards of quality and service required by the aviation industry and passengers. Its X shape optimises operational efficiencies and reduces walking times.
How big a role does ‘sense of place’ and ‘art’ play in your customer excellence strategy?
Zayed International Airport’s new branding encapsulates the spirit of the new airport beyond its physical structure of steel and glass. We were inspired by the design of this iconic terminal, with each pier representing and pointing to either the city, desert, oasis, or sea – landscapes synonymous with Abu Dhabi.
Using this for creative inspiration, we’ve linked each of those piers to a key landmark, immortalised in the brand logo we’ve recently unveiled. From the Great Hall of Terminal A to the historic walls of Qasr Al Hosn, the legacy of Emirati navigators embodied by the dhow boat, to the enduring properties of date palm trees and the desert sun, these unique features create a sense of place for passengers, providing an unforgettable experience.
This is not just about the infrastructure. We have been working hard to ensure that the level of service we offer matches the beauty of the terminal, creating a consistently superior end-to-end passenger experience.
From a seamless journey powered by the latest smart scanning technology to intuitive systems that prioritise ease of movement and passenger rest, Zayed International Airport is built with our passengers and partners at its very heart. The airport encompasses elements of rich Emirati culture and a strong foundation of Arabian heritage, fostered by the vision of the UAE’s founding father, to whom the new airport pays due homage.
We wanted to showcase the late Sheikh Zayed’s legacy to the visitors of Abu Dhabi due to his significant contributions to the emirate, which he helped develop into a centre for business, tourism, and culture.
Last, but not least, Zayed International Airport is home to one of the largest environmental art installations in the Middle East, the Sana Al Nour, a Barjeel structure inspired by the wind towers of the Gulf region. It weighs approximately 100 tons and incorporates 1,632 curved glass panels. It stands 22 metres tall and 17 metre wide.
The traditional Barjeel design facilitates an energy-saving airflow for the entire terminal building; it allows natural light and cool air to pass through the front and top of the structure while heat rises through the middle.
Has the new airport embraced the very latest technology?
Absolutely. I would even go as far to say that we have set a new standard in airport technology as Zayed International Airport stands out as the first and only airport worldwide to utilise a nine-touch-point facial recognition journey.
This technology is deployed at various stages of the airport experience, including the self-bag drop area and counters. As a result, passengers enjoy significantly reduced queueing times for a hassle-free and seamless journey through the airport. Furthermore, there is no longer a need for physical documents to navigate through immigration and boarding processes, enhancing convenience and ensuring the highest levels of safety and security.
Finding your way through the airport has also been made easier thanks to the augmented reality Wayfinder, which enables real-time navigation throughout the terminal to support airport guests. Route selections are personalised with animated 3D themes for Desert, Oasis, City, and Sea, offering interactive and convenient navigation for an enhanced and entertaining experience. Finally, passengers can expect a rapid journey, as they can go from kerb to gate in just 12 minutes, minimising wait times and maximising efficiency.
Is it possible to highlight the main customer service goals you strive to achieve?
Just one word should suffice to answer this question, ‘Excellence’. Indeed, excellence in all aspects of customer service.
Can you give us some examples of customer service excellence at Zayed International airport that you believed helped it do so well in ACI’s ASQ Survey?
At Zayed International Airport, customer service excellence is ingrained in our company culture. This commitment is reflected in our airport design, products, services, and operations, particularly in passenger-facing touchpoints.
We have replaced traditional information desks with customer service agents who roam the airport looking for people to assist. They engage with passengers, assist with inquiries, and provide recommendations for food and beverage outlets available at our airport. In a large passenger terminal building, walking distances to gates can be challenging for some passengers. To address this, we offer complimentary roaming buggies throughout the terminal, prioritising passengers with reduced mobility, the elderly, families, and others in need.
In this day-and-age, connectivity is essential. Zayed International Airport offers complimentary Wi-Fi and mobile charging services to ensure passengers stay connected with their loved ones. Mobile charging services are available at seating areas airside and at charging stations near the gates. We also offer power bank charging services.
We are also proud of the airport’s ambience. Zayed International Airport provides a state-of-the-art environment where passengers can relax while travelling. The terminal features plants and floor-to-ceiling glass windows, bringing the natural beauty of Abu Dhabi into the airport experience.