With every college student right now making their upcoming spring and summer break plans, I thought it would be fun to stray away from the usual chat about ChatGPT and move towards something else: digital innovation in the airline industry. This blog post will be split into two sections: one section focusing on technologies that have already been implemented/widely used in the airline industry, and another section highlighting the new technologies that have barely touched the surface. Without further ado, let’s fly 🙂
Does anyone remember when our parents would have to print our boarding passes at home and carry them throughout the entire airport (not to mention while handling numerous bags, their IDs/passports, and the mean security officer)? And, the stress that would fall on us when we realized that we didn’t have our boarding pass? Or, when you would have to stand in a line for check-in, baggage, security, and boarding, etc…? Most of these time-consuming tasks have been revolutionized by technology, and in turn, easier for us users.
Older Innovations
Before I cover the new, cool technologies, let’s go over some innovations that we don’t find that cool anymore (even though they helped save us a tremendous amount of time).
First and foremost: mobile check-in. In 2018, this idea was barely off the ground and no one knew how it would change the airline industry. As a Forbes writer stated in the Forbes “How Mobile Technology is Changing the Airport Boarding Process” article, “Whether this evolution will change the mind of the most determined boarding line jumper, however, is anyone’s guess”. If only she knew the impact that mobile check-in would have for not only flyers but employees as well. Now, we don’t have to stand in a check-in line and can instead check in two days in advance from wherever we are in the world. Likewise, airline agents don’t have to spend time searching for our boarding passes while giving us attitudes.
Another invention that has disrupted the airline industry has been self-service kiosks and electronic bag tagging. I know some people prefer talking to the agents, but I honestly have no problem with printing my boarding pass right when I walk in and moving on. The amount of time that these two services have saved is incredible, with Alaska Airlines claiming that electronic bag tag has “reduced the time guests spend in airport lobbies by about 40%” (Smithsonian).
This is just an honorable mention, but the “Plane Train” in the Atlanta airport has to be one of the top 10 innovations that have ever existed in the airport industry. I feel like I am in New York City when I ride it.
New Technologies
Now, let’s move on to some more fun technologies that could potentially disrupt aviation as we know it.
Delta’s “The Parallel Reality Experience”. This invention is crazy to me and I still do not fully understand how it works. This personalized experience based out of the Detroit Metropolitan Airport allows customers to see their flight information on a big screen. But here’s where it gets even cooler, up to 100 flyers can stand underneath the screen at a time. However, they only see their own flight information, no one else’s. This is possible through “multi-view pixel technology” where a sensor detects where the customer is standing (called“biometric object detection”) and displays their flight information (Delta). As customers roam around to different areas, they can still see their personalized content until they fully walk out of the viewing area.
Attached below is a short video showing how this process works:
The Spencer Project: KLM’s Spencer features a robot that guides customers throughout the airport and can react to any needs that they have. In reference to our class discussions, we talked about how although robots are increasing in smartness and ability, they will never be able to know why things are the way they are, especially in social and emotional settings. Although Spencer is a relatively new invention, it is programmed to deal with social situations. For example, the robot can sense whether it is communicating with individuals, couples, or families. Through analyzing the people around them, the robot learns and complies with social rules, something that was unimaginable for a robot to do. However, the manager of Product Innovation at KLM stated that Spencer is not meant to take jobs away from people, instead, The Spencer Project is focused on “how robotics would augment our processes”. This statement reminded me of the “Why People and AI make Good Business Partners” TED Talk, where the speaker stated that AI and people must work together, not against each other to achieve unthinkable outcomes.
Attached below is a picture of Spencer. He looks a bit creepy, but I’m sure with more research and design, the engineers can create a friendlier-looking robot.
Augmented Reality and Biometric Identification: The Gatwick airport uses augmented reality to help customers navigate the airport. All customers have to do is pull up the application and the guidance will route them to wherever they want to go in the airport through a camera. Airport security and check-in all over the world have begun to use biometric screening to make the security process safer and shorter at the same time. Instead of taking out identification documents, customers can authenticate themselves through facial recognition and/or fingerprint scanning. Imagine your face clearing the entire security checkpoint line for you. You would never have to deal with long queues ever again.
Attached are pictures of both the AR and Biometric Identification:
What this means for the Airline Business:
As noted in various class discussions, businesses need to think big when it comes to the future. Businesses can not merely think of the “next step” but instead, to keep up with the competitive market, think 10-20 years from now. With the airline industry still recovering from the COVID-19 halt in business, it will be interesting to see what steps airline companies will take to stay afloat in a new digital age. Will they jump toward the new technological opportunities, or will they fall behind and get bought out? I guess we will have to see, maybe while being aboard a self-flying airplane.
I hope you all enjoyed this post while imaging yourself on a beach or traveling the world.
Thanks for reading,
Liah Fland
P.S. Does anyone remember when the Atlanta Hartsfield-Jackson Airport had these big ants on the wall as an art exhibit? If you do, you deserve a cookie. 
Citations:
Delta Parallel Reality Article: https://news.delta.com/mediakit/parallel-realitytm-experience
Delta Parallel Reality Video: https://youtu.be/ECXBi2w9kZU
Forbes Article: https://www.forbes.com/sites/lesliewu/2019/06/29/how-mobile-technology-is-changing-the-airport-boarding-process/?sh=6833c26db4b9
Smithsonian Electronic Bag Tags Article:https://www.smithsonianmag.com/smart-news/will-electronic-bag-tags-make-air-travel-less-chaotic-180980469/
Ted Talk-Human and AI’s: https://www.ted.com/talks/shervin_khodabandeh_why_people_and_ai_make_good_business_partners
Atlanta Airport Ants: https://www.atlantamagazine.com/news-culture-articles/farewell-beautiful-bizarre-atlanta-airport-ceiling-ants/
Spencer Project Article: https://www.futuretravelexperience.com/2016/04/socially-aware-spencer-robot-guides-passengers-at-schiphol/
Biometrics and AR: https://robosoft.medium.com/10-emerging-technologies-that-are-reshaping-the-flying-experiences-for-the-airline-industry-4af86995315Biometric Picture: https://www.nbcnews.com/mach/science/biometric-screening-airports-spreading-fast-some-fear-face-scanning-systems-ncna982756
Hey Liah! I thought your post this week was really interesting! I have only flown a couple times and I can say I absolutely hate it. Gratefully, I have always gone with my family, but I can’t imagine flying alone as I would get lost so fast. It’s really fascinating that airports are incorporating AI to make the process easier. The last time I flew was in July when I went to California, so I haven’t seen the cool invocations, but I can’t wait when I fly next.
Hi Elaine! The first time I flew alone, I got superrrr lost. But as I did it more, it became pretty easy to navigate the airport. However, I know that for the elderly and younger kids, it can be a scary experience. Hopefully, like you said, AI continues to make the process a bit easier for everyone 🙂
Hi Liah! I travel often, and I genuinely couldn’t imagine my experience without the recent digital transformation. I like how you mentioned the older transformations that no longer seem revolutionary. I have actually had the experience to see the
Delta’s Parallel Reality Experience in Detroit’s airport. I can’t wait to see where the future of digital transformation takes the airline industry.
Liah this is a great post! I heard of the Parallel Reality Experience in Detroit which was awesome that you mention. But I haven’t heard about augmented reality for traversing the airport! I think that Atlanta especially could use this technology to improve the disaster that is the tram rides to different concourses. I know google maps also has this augmented reality for walking around cities which is very cool to see that it is being applied to other applications.
Don’t hate on the Plane Train! It’s amazing :),. But honestly yeah, it can sometimes become overcrowded, especially with kids running around and plenty of strollers.
Love this post Liah, I know the airline industry has experienced lots of ups and downs over the past few years so this article is very timely. I never realized how mobile technologies saved us so much time not only in our daily life but also when flying. The parallel reality technology seems so crazy and futuristic, I could see this kind of technology being useful in other areas of industry too. Super cool post Liah!
I think I can still quote the automated voice from the “Plane Trane” from the early 1980s. Airlines have really come a long way in terms of IT. One of the most early classic ones was an American Airlines scheduling system called SABRE, which spun off into a company of its own. Of course, there are some opposite stories too. The Denver Airport was delayed in opening by about a year because they couldn’t get the baggage system working right.
We actually read and did a whole case study about the Denver Airport in MGMT 3000 and Project Management! Things definitely could have been coordinated better between all parties involved!
This was such an interesting read Liah! The technology that allows flyers to only see their flight information is fascinating to me. I wonder if that will start to become prevalent in universities, hospitals, stores, banks, etc.? I could see that technology revolutionizing many industries. Very interesting read and love the approach you took to write this starting with technology we might take for granted and then moving to new innovations!
Fantastic post Liah! I think Spencer looks great though. Just needs a little hat on him. Mobile check-in, self-service kiosks, and electronic bag tagging have certainly made the experience in airports less stressful. It’s remarkable to see how technology has revolutionized the airline industry. It’s incredible to consider the potential influence these advancements may have on airlines in the future. Anxious to see how the airline business develops and adopts new technologies going forward.
Hey Liah! Great post about digital innovation in the airline industry! I really enjoyed reading about what new technologies certain airlines are developing. Delta’s innovation using “multi-view pixel technology” and “biometric object detection” blows my mind. I can’t even begin to imagine how differently airports would function if this new technology was to be widely implemented.
This is a great post! Traveling is still extremely time-consuming, but hopefully, airports can continue to refine their processes over time. I think the main priority for airlines is the security process, and your segment about augmented reality and biometric identification really showed how their approach is well-balanced between safety and efficiency. Also, I love how the Atlanta airport focuses on art. The ant exhibit was great, and the rainforest walkway and African sculpture garden are cool as well.
Hi Matthew, you’re the first one that remembered the ant exhibit! I used to be scared of it when I was little. It almost felt like a fever dream. I don’t remember the other two art exhibits as much, but i’m sure they were really cool too 🙂
Hi Liah! This post was great. I’m so glad airports have moved away from paper flight details and boarding information and are now digitalizing more. I think it’s so cool that Delta created “The Parallel Reality Experience”, and I hope it can be implemented with more airlines and airports soon. That would be so helpful for baggage claim too so you can keep track of bags easier. I have noticed that the process of traveling has been a lot easier over the past few years with so many apps and websites existing that can plan an entire trip for the user really quick.