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Group 12- Airport Hotels, Mila Schraven, Consistency & quality, Pip…
Group 12- Airport Hotels
5V's (Jones and Robinson, 2015)
Variation
High Variation: demand vary based on flight schedules, holiday season and flight cancelations (Taylor, 2022)
Demand can arise during peak travel periods and occupancy rates will be significantly higher (Alvarado, 2018)
In 2024, 30% of all air passengers in Europe experiences delays or cancelations, affecting 287million individuals) (Aviation direct, 2025)
Visibility
High visibility: Front-of-house services like reception and concierge
Low visibility: Back-of-house operations, such as housekeeping and maintenance (Daily FT, 2011)
Volume
High volume: check-ins and check-outs daily: Airport hotels typically experience high guest turnover due to short stays (Koss-Feder, 2022)
Airport hotels have a high number of rooms like for example Hilton Munich Airport, 551 rooms (Hilton Munich Airport, 2024)
Variety
Moderate variety: business travelers and airline staff which often necessitates a high variety in room options (Soeg, 2017)
Range of services: meeting rooms, fitness centers, 24-hour dining and shuttle services
Variability
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customization: check-in check-out time for layover passengers, flexible dining time (Mia-Kun, 2023)
Target Group
Behavioural
Last-minute bookers, loyalty program members (frequent flyers), short stay (Hotelogix Marketing, 2024)
Psychographic
Business seeking efficiency, leisure traveleres seeking convenience and luxury seekers desiring premium services (Dudovskiy, 2016)
Demographic
Business travelers, 25-55 years old, $70,000 to $120,000 income (Bureau of Transportation Statistics, 2011)
Layover passengers, 18-65 years old, various income levels (Heimlich, 2018)
Leisure travelers, 18-60 years old, $50,000 and $80,000 income (Widmer, 2020)
Airline crew, 22-50 years old, average $47,079 income (Yash Preet, 2024)
Geographic
International travelers, guests from nearby regions (Cross, 2024)
Order winners
High-Speed Wi-Fi and business facilities (Airport Wireless Networks: Everything You Need to Know | Boingo, 2022)
Flexible Check-in and Check-out (HTN Editors, 2019)
Sound proof walls (Important Traits for Airport Hotels | Britannia Hotels Blog, 2016)
Quality Dining Options and 24/7 Room Service (Baratti, 2025)
Order qualifiers
Proximity to airport (Bruno, 2024)
Comfort and cleanliness (ASQ Best Practice Report Airport Cleanliness, 2017)
Competitive pricing (Sheykin, 2024)
Shuttle services available (Airport Shuttle Service Market 2025-2034 | Size,Share, Growth, 2025)
Operation strategy
Lean production (Sheykin, 2024b)
- Efficiency & cost control
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Organisational structure
Hierarchy
Executive management, department heads, team leaders, operational staff (Organimi, 2024)
Complexity
High complexity: volume of guest, 24/7 operations(Revfine, 2024)
Formalisation
High formalization: SOP and training programs (Organimi, 2024)
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Market structure
Competiton
High: multiple types of hotels, Airbnb, hostels (Elphick, 2022)
Strength Sellers
Branded airport hotels: quality, but there is competition
Product differentiation
Standardization: similar services but differences: loyalty programs (Vidal, 2021)
Strength Buyers
Many options: luxury hotels, budget accommodations (Downey, 2019)
Enter the market
Capital investment, brand recognition, and location (Lado-Sestayo et al., 2017)
Servuction model
Processes
Quick check in/check out, quick service needs, Guest traffic and Turnover rate (Galbraith, 2024)
Staff
Knowledge about flights and airlines, Shuttle & transport services (Lawrence, 2023)
Physical environment
Practical and simple design, limited facilities and noise pollution (Galbraith, 2024)
Other customers
Feedback, reviews, waiting times and flexibility (Lawrence, 2023)
Back - office
Maintenance, Administration and Laundry
Front - Office
Receptionists, Housekeepers, Restaurant Staff and Concierges
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