Airports Evolve with Digital Backwall Ticketing Displays
Airports are re-examining the passenger experience. While some airports are embracing an end-to-end immersive digital experience, others focus on upgrading key areas where lines, confusion and stress can affect the overall traveler experience.
8/7/2023
Categories: Transportation
One area many airports are evaluating is how to use the precious space behind ticketing counters.
Traditionally, airlines provide static branding and wayfinding information for the backwall. Counter status such as closed, bag drop, agent, economy and business class are often updated on multiple LCD screens in the area, which can create sensory overload. This provides function but does not fully enable the flexibility of a common use system.
By upgrading to large, full-wall LED digital displays, airports have more flexibility to create an immersive experience with engaging and relaxing content, automate status updates with a common use system, and even communicate real-time information such as checkpoint status wait times.
Denver International Airport is an excellent example of effective use of digital display technology. During Phase 1 of their Great Hall Project, the airport installed four 178-foot-long by 5-foot-high LED displays, each with a seamless 90-degree corner. End to end, the displays are longer than two football fields. Throughout this article, you will see examples of how Denver International Airport uses backwall LED displays to enhance the airport experience.
Setting the Scene
Savvy airports can use the backwall ticketing area to set the scene for specific destinations, engaging travelers and setting the tone for their upcoming journey. Using local scenic images, artwork or destination photos can entertain travelers as they wait, creating a more relaxed environment.
A digital background can easily be updated seasonally, during holidays or around key events, like when the local team is in the national championships – something static signs simply can’t deliver. This can generate excitement and fun, while making the airport feel more plugged in to the world around them.
Flexibility and Wayfinding
Communicating real-time changes is a key benefit of dynamic backwalls. Many airports are heavily invested in common use ticking systems so any airline can use any counter area. With a digital backwall display, ticketing space is truly flexible. Regional airlines can ‘borrow’ a counter from a major airline for a few hours a day, three days a week, or a chartered travel agency flight can be branded correctly to aid in traveler wayfinding.
Travelers can easily spot bold airline branding as they enter the terminal, and a high-resolution display can offer more detailed counter status, flight information or other wayfinding.
The flexibility of digital can also help airports adopt emerging technology. Digital displays at Denver International Airport communicate instructions for the new automated self-serve bag drop options, empowering travelers to take more control. This automation makes airport traffic flow more smoothly and quickly while providing a better experience.
Denver International Airport is now a U.S. leader in self-serve bag drop, with 86 bag drop stations. Travelers can get through the process 37% faster, and the stations are set up so airline staff can step in and run it when necessary.
Daktronics at Denver International Airport
As part of its goal to accommodate 100 million passengers every year – up from the 25 million it was originally meant to serve – Denver International Airport’s Great Hall Project aimed to automate and improve the passenger experience.
During Phase 1, Daktronics provided the hi-res LED backwall ticketing displays. The 8K displays cover more than 42,000 square feet, with more than 52 million pixels.
Daktronics supplied the entire display project, providing just 3% spare parts, saving the airport money up front. The displays and spare parts will last 10 years, backed by a 10-year warranty. Daktronics maintains the ability to build new modules and color match the display over the 10-year life.
Take a look at some of the ways Denver International Airport and its travelers use backwall ticketing displays, and connect with the Daktronics team of airport professionals.