FutuAeroport III minireport by V.A. Heikkinen & Pasi Tuominen (Haaga-Helia University of Applied Sciences) collects Business, Traveller, Concept, Management and Brand Trends of Helsinki Airport.

1. Future trends and visions
at Helsinki Airport
FUTUAeroport III seminar
Helsinki Airport
Vantaa 5.3.2015

2. Editors
Introduction: Destination (r)evolution in the global village and hyperconnected world
A key motto: Worldwide interaction
Business trends at Helsinki Airport
Trend 1: Helsinki Airport will double its passenger volume in 10–15 years
Trend 2: Finnish business landscape – growth and volumes from Asia
Trend 3: The CJK (China, Japan, South Korea) strategy is vital
Traveller trends
Trend 4: Hybrid travellers have a lot to choose from Helsinki Airport’s multiservice
portfolio. But this is not enough. Many of them are ”coolhunting” for new experiences
& unique stories
Trend 5: Silent traveller is here and everywhere
Trend 6: Diginarcissists, watchers and dandies are also at the airport
Trend 7: A ”selfness traveller” is biohacking and enjoying biogastronomy
Trend 8: The Chinese have eight traditional festivals. The service managers should
know how to take them into consideration in selling and marketing
Concept trends
Trend 9: Polymorph[ic] spaces are everywhere
Trend 10: MORE goes to travellers
Trend 11: Almost@Home – smart ”Scandisphere” as a Finnish export concept
Trend 12: Kids first
Management trends
Trend 13: Neuroselling
Trend 14: Hypnotic social media
Trend 15: The R & D & I (research, development and innovation) of customer
experiences
Trend 16: Develop pedagogy at Helsinki Airport
Brand trends
Trend 17: Luxury brands are at the airport
Trend 18: Finland’s boutique brandportfolio should be available at Hilton
Helsinki Airport Hotel
Trend 19: An inspring and smooth welcome message and a hyperlink to Finland
and Helsinki
Trend 20: Green Digital Airport 2025 (Simplicity – Emotion – Sustainability –
EcoFUN)

3. Editors
V. A. Heikkinen
Principle Lecturer, Service Innovations
Food & Restaurant Researcher
Research Topics: TransEconomy =
Philoxenia + FuTourism + Travelzation
Haaga-Helia University of Applied Sciences
+ 358 40 5781569
vesa.heikkinen@haaga-helia.fi
Pasi Tuominen
Lecturer, Customer Experience
Research topics: Polymorphic spaces =
mixed reality + multisensory experiences
Haaga-Helia University of Applied
Sciences
+358 40 4887536
pasi.tuominen@haaga-helia.fi
Co-writers: Juha Jokinen & Olli Vuori, Juha Kätkä, Mona Eskola & Riina Latvala.
Photos and figures: Fantasiarakenne, Finavia, Finnair, Karoliina Halonen, Kauko Helavuo, Juha Kätkä, Metos, Mona Eskola, Riina Latvala,
Sami Hyrskylahti, SSP Finland, Ville Järvi.
Publisher: Haaga-Helia University of Applied Sciences, 2015

4. Introduction: Destination (r)evolution
in the global village and hyperconnected world
Helsinki Airport is a vital, significant urban centre and traffic hub, with 35,000 jobs
and 1,500 companies. In 2014, over 16 million travellers passed through the
airport. In addition, Helsinki Airport is an important transit junction and the most
international travel area in Finland. It has a Nordic and glocal (= global + local)
atmosphere which we call Scandinavian sphere, Scandisphere.
Finavia invests about 900 million euros in its ongoing development programme
which will prepare Helsinki Airport to serve 20 million passengers annually by
2020. The programme aims to consolidate Helsinki Airport’s status as one of the
world’s leading transit airports. Finavia will also open almost 70 new or renovated
retail service points at the airport in the next few years.
One of today's key elements at an airport is the development of customer
experiences. In fact, airports all over the world compete by creating and
producing experiences since airports' brand and concept portfolio has started to
look the same all over the world. Airport directors would like to create and
develop cost- and time-efficient services and vivid customer experiences at the
same time.
Technological innovations are important at the airports. There will be
more self-service arrangements (check-in, seat selection, boarding pass
and bag tag printing, baggage drop-off, self-boarding e-gates), security
scanners and solutions in robotics. The main objective is that passengers
feel the security check as a smooth, efficient and well organized process
while achieving a higher security level at the same time.
This trend report consists of 20+1 crystallized trend slides. It seems that
these trends will affect the developments of service infrastructure at
Helsinki Airport in next 10 years. There are five categories of trends: (1)
business trends, (2) traveller trends, (3) concept trends, (4) management
trends and (5) brand trends.
This FUTUAeroport III trend report follows the publications FUTUAeroport
(2012) and FUTUAeroport II (2013, 2014). The main goal of this report is to
describe and predict tomorrow's service landscapes and to give ideas for
technological development and service innovations at Helsinki Airport –
which could be branded Sibelius Airport in the future.
In Helsinki, March 2014
Vesa Heikkinen & Pasi Tuominen

5. A key motto: Worldwide interaction
“People have always had a natural need to move as well as to
discover and experience the world. No virtual phenomenon can
replace a genuine experience or a relationship with another
person. When people move and knowledge flows, wellbeing and
affluence increase and the risk of conflict falls. Worldwide
interaction also enhances equality. Moving from one place to
another becomes more and more easy and fast.”
– Finnair: Departure 2093 – Five Visions of Future Flying (2008)

6. Business trends
at Helsinki Airport

7. 2015
16 30 million visitors
Trend 1: Helsinki Airport will double its
passenger volume in 10–15 years
1500 3 000 companies
35 000 50 000 workers
2015
2030
500 1 000 flights per day

8. 8
• Helsinki Airport: a smart travelling and transit airport
• The shortest way to Europe (flights from Asia operate via
Helsinki)
• Helsinki’s location enables HEL–Asia return flights in 24
hours
• Major competitive advantage due to efficient aircraft
utilization
• Helsinki must provide eco-efficient operations and a high
quality of services (so that passengers, airlines and other
customers choose Helsinki as their most preferred, green
gateway)
• Helsinki must be profitable for airlines (from and to
Helsinki). The same applies to shops, restaurants and
other customers and stakeholders that choose to run
operations in Helsinki. Business must be profitable.
• Helsinki reduces customers’ total cost of operations. This
helps to develop aerobusiness in Helsinki.
Why not Berlin, Copenhagen, Oslo…?
Hey, look at the globe!

9. 日本
China-
towns
South-
Korean
Trend 3: The CJK (China, Japan, South Korea) strategy is vital
China, Japan and South Korea are the
main sales markets.
Chinese, Japanese and South Korean
tourists:
• have a growing purchasing power
• are hunting for brands, trends, wild
nature, Christmas experiences and
white landscape and snow
• want to see and experience Europe
• travel to Europe via Helsinki
• on their next trip to Europe they
could stop and spend time (several
days) in Finland and Scandinavia
Visit Finland (www.visitfinland.com)
should develop and update continuously
its strategy and tactics on must see sites
and experiences in Finland (Santa Claus,
Lapland, etc.)

10. Traveller trends
Demographics are ”dead”…
but long live need and mood analysis

11. Perfect
seats,
lounges
Startups &
pop-ups
Vending
Minimuseum,
art room,
library Playrooms
Napping
cafés
Restaurant,
pubs,
cafés
Boiler room
Arctic food
&
souvenier
shops
Music and
game
spaces
Selfness
spacesTerraces
with
outdoor
scenery
Cleanest
toilets in
the world
Shops
Meeting
rooms
Trend 4:
Hybrid travellers have a lot to
choose from Helsinki Airport’s
multiservice
portfolio. But this is not enough.
Many of them
are ”coolhunting” for new
experiences & unique stories

12. Trend 5: Silent traveller is here and everywhere
Key fact: On average, a traveler spends only 12 € at the airport per visit
12
UNSOPHISTICATED
AttitudetoF&B
MORE
SOPHISTICATED
AttitudetoF&B
MOST
SOPHISTICATED
AttitudetoF&B
Routine
Refueller
Apathetic
experience
Lover
Constrained
experience
seeker
Cheap
food-lover
Conservative
food-lover
Experimental
food-lover
Indifferent to F&B
On-the-go
Refueling
Simple
choices
Richer Experiences
Tasty, fresh,
indulgent
Safe space
Tranquil &
wholesome
No Time
Simple
efficiency
An example:
Segmentation
of users (food
and bevarages
services) at
Helsinki
Airport
An example: need-state
segmentation of users (food and
bevarages services) at Helsinki
Airport
Lifestyles of a silent traveller:
• Go through service worlds without speaking to anyone
• Not hungry, not thirsty, no brand needs, no brand loyalty
• just simple being at an airport
• Culturally sophisticated, business freestyler
• Mobile first
• BHOE (Brings Her/His Own Entertainment)
• Hopes to see and experience surprises
• Searches always for “something” to happen

13. Perfect seat
lounges
Trend 6:
Diginarcissists, watchers
and dandies are
also at the airport
Startups &
pop-ups
Vending
Minimuseum,
art room,
library Playrooms
Napping
cafés
Restaurants,
pubs, cafés
Arctic food
&
souvenier
shops
Music and
game spaces
Selfness
spacesTerraces
with
outdoor
scenery
Cleanest
toilets
in the world
Shops
Meeting
rooms
+ DIGITAL
LAYER
Robotics
Wearable
technology
Fast-laning
services
Apps,
games
Mobile
wallets
Slow
travel
services
Local
handcrafts
Local
food
+ SUSTAINABLE LAYER

14. Trend 7: A ”selfness traveller” biohacks and enjoys biogastronomy
Selfness traveller:
• Body and outlook is god!
• Responsible for his/her own health, body
and physical condition
• Measuring your body with sensors
(wrist, mobile gadgets, etc.)
• Studying neurogastronomy
• Enjoying Phood (= Pharmautical Food)
• Needs menus for her/his body & soul
Selfness = Self + wellbeing + fitness Biogastronomy = Biotech + gastronomy

15. Trend 8: The Chinese have eight traditional festivals. The service
managers should know how to take them into consideration in
selling and marketing Double Seventh Festival
Date: the 7th day of seventh lunar month
Customs: praying for skillful hands, appreciating the stars, eating noodles, jiaozi and wontons.
Mid-autumn Festival
Date: the 15th day of the eighth lunar month
Customs: appreciating and offering sacrifice to the moonlight, eating moon cakes.
Chongyang Festival
Date: the 9th day of the ninth lunar month
Customs: eating chongyang cake, drinking chrysanthemum wine, climbing mountains, appreciating
beautiful chrysanthemums
Winter Solstice
Date: Dec. 21st, 22nd or 23rd in solar calendar
Customs: having dumplings in northern areas and having sticky puddings in southern areas
Laba Festival
Date: the 8th day of the 12th lunar month
Customs: eating laba rice porridge
Spring Festival
Date: 1st–15th of the first lunar month
Customs: pasting scrolls, the character 'Fu', and paper-cuts pictures, displaying
firecrackers and fireworks, paying New Year visits, eating jiaozi
Lantern Festival
Date: the 15th day of the first lunar month
Customs: watching lanterns and fireworks, guessing lantern riddles, performing folk
dances, eating yuanxiao
Qingming Festival
Date: April 4th or 5th of the solar calendar
Customs: tomb sweeping, spring outings, flying kites
Dragon Boat Festival
Date: 5th day of the 5th lunar month
Customs: fragon boat racing, eating zongzi, wearing a perfume pouch and tying five-
colour silk thread, hanging mugwort leaves and calamus

16. Concept trends

17. Trend 9:
Polymorph[ic] spaces are everywhere
Case The Box @ Haaga-Helia

18. Imagineering and innovation lab @ Haaga-Helia
Simulations of future experiences in polymorphic spaces:
• Info Lounge (transportation hubs, hotels)
• Inno(vation) areas (transportation hubs , shopping centres, hotels, conventions)
• Hotel room of the future
• Themed experience dining (restaurants, public food services)
• Tailored simulations for product, device and process evaluation
The simulations will use, e.g., the following technologies:
• High-definition projection and mirroring in mixed reality environments (Visions & Moving Images)
• Themed, immersive sounds and soundscapes (Soundscape, Audio Branding, Psychoacoustic solutions)
• Scents and moisture control (Olfactory stimulation)
• Moving and resonating surfaces (Haptic feedback)
The simulations will be monitored and measured using
• Electroencephalography (EEG), Heart Rate Variance, Eye tracking
• Video observation
• Computer aided ethnography and choice based conjoint analysis

20. Trend 10: MORE goes to travellers
• MORE = MObile REstaurant
• Where’s the queue? There is
MORE!
• Past: people go to a restaurant
• Future: restaurant comes to the
people
• MORE has a compact back kitchen
and multi-functional counters
• A traveller can enjoy take-away
meals in different micro-
environments

21. MORE – full of Internet of Business Things (IoBT)
Restaurant operators and brands of MORE can use
IoBT, for example beacon technologies that communicate with
travellers’ smartphones to provide location-specific
offers and promotions, enhancing the effectiveness
of these programs and delivering a new source of
data-driven intelligence on traveller behavior.
Fleet operators are using sensor data to track delivery
vehicles and improve the overall efficiency of
logistics.
IoBT applications enable facilities to:
• Improve space utilization
• Optimize inventory placement
• Shorten workplace transit times for personnel and/or equipment
• Optimize equipment utilization, scheduling and maintenance
• Enhance investment decision-making
• Identify eco-efficiency opportunities
• Improve safety, comfort and convenience of work places
Sensors at Brussels Airport:
The sensors allow to track passengers via their
electronic devices (allowing them to provide
accurate waiting times and allocate resources more
effectively).
On tracking sensors,
visit www.futuretravelexperience.com

22. Management areas
behind MORE
Back:
• Water management
• Waste management
• Energy management
• Zero management
• Smart distribution
Front:
• Food management
• Design management
• Ambient management

23. Trend 11: Almost@Home – smart ”Scandisphere”
as a Finnish export concept
”Scandi branded” spaces
Atmosphere similar to
a living room and a kitchen
Perfect cleanness
Soft aroma
Conditions of a Finnish home
Conditions of flow
Multi-sensual
micro-environment
Multi-sensory food minitours
Smart lounges for hybrid
and pragmatic travellers
Unique art and design for sale
Smart surfaces
Emotional contents
Non-GMO food
Passenger comfort

24. Trend 12: Kids first
• Virtual and real journeys before a flight
• 3Us: Useful, Usable & Used spaces
• Visual multinational stories
At Helsinki Airport’s PlaySpace children can take a virtual reality mini vacation with Teleporter. This experience is even more
immersive for the guests as the operator can add sensory elements like mist, wind and heat. On a virtual reality vacation kids
stand in a structure which looks like a phone booth and has been named Teleporter. A small traveller wears a virtual headset
and wireless headphones. He/she is then “teleported” to the desired Finnish destination and the child gets a feeling of the
place.
Have also a look at Marriott hotel chain’s virtual travel experience!

25. Management trends

26. • Neuroselling combines knowledge
in cognitive psychology, customer
psychology and neuroscience with
proven communication, sales and
marketing methods.
• A key approach: Neuro-Linguistic
Programming (NLP)
• The goal: to affect the traveller’s
mind, mood and buying decisions.
• Helsinki Airport should create,
develop and aim to increase the
amount of experiences at
restaurants, shops, etc.
• Helsinki Airport’s concepts should
increase multi-sensory and multi-
emotional contents in marketing.

27. Brand and travel worlds become more experience driven, media supported
and multi-channeled.
The need to change and develop customer services is urgent. Processes
should change and transform faster than the industry can respond.
Travellers react fast and ruthlessly. Speed, flexibility and strategic agility have
become key words and approaches.
Travellers are more and more often hunters for cool services and experiences,
messengers and instant art-photographers.
Helsinki Airport should have ‘fat’ content like white papers, videos, e-books,
infographics… that can be used and utilised in a multimedial, hypertextual
and multi-channel way
Helsinki Airport should
• create and deliver amazing services and experiences at the airport
• offer cutting edge solutions and experiences in social media
• offer ”hypnotic” content marketing
• be the most instagrammed place in Finland
• have a flexible, agile strategy for digital services, experiences and
technologies
Surprising experiences and concept management
A fishing area in Osaka

29. Service Design,
Ambient Design,
Design
Management
Brand & concept
skills
Good & cool
watching
Liikepaikka
Hybrid traveller’s
values, needs
&
lifestyles
Togetherness Multi-unit
Hospitality Key selling sentences
Trend 16: Develop pedagogy at Helsinki Airport
• Develop staff’s current, existing skills – new approach: instant service skills
• 10 training modules
• Action learning and pocket learning (via mobile gadgets and solutions)
• The key goal: to train service staff to be enthusiastic ”tourism ambassadors” for Helsinki and Finland
Safety
management
Rules-attitude-
behaviour

30. Brand trends

31. Trend 17: Luxury brands are at the airport
• Finnish luxury brands should be found at the airport.
• Key elements of Arctic luxury brands: genuineness,
naturalness, rareness, custom made (”made-for-you”).
• Luxury shop employees act and appear as luxury brand
advocates and evangelists. They create and maintain an image
of a desirable travel destination (while serving passengers).
• The goal: getting passangers to think of Helsinki and Finland as
something more than a stop over.
• Service personnel and their attitude help and serve travellers
to feel the sphere of Arctic luxury. The goal: a multisensory
experience all the way from the first look and greetings (with
smile) to the sales event and packaging.
• Creation of digital luxury is an essential part of Arctic luxury
services. Digital marketing should be interactive, personal and
it should appeal to all senses.
Handmade Angry Birds toys.
Designed by Elina Hiltunen, done by Sari Kortelampi.

32. Trend 18:
Finland’s boutique brandportfolio should be available at
Hilton Helsinki Airport Hotel

33. • opens Helsinki Airport’s mobile web page
• passengers receive automatically the link when landing
• the current situation: passengers receive the pricelist for telephone calls and text messages
Content: Restaurants
Cafés
Toilets
Kids First
Lounges
Exhibitions
Shops
Seasonal topics
Experiences
Events
Offers
Airport vlogs
Trend 19: An inspring and smooth welcome message and a
hyperlink to Finland and Helsinki

34. Bus firms
Taxi firms
Content producers
Digi studios
Ambient & design studios
Airline offices
Travel agencies
Car rentals
Helifirms
Beauty shop
Laundry
Hair cut
Stylist
Clothing rental
Tax free shopping
Cafeés
Restaurants
Super-convenience
foodshops
Health care
Medical services
Spa
Fitness centre
Welfare centre
Minihotels
Meetings
Lounges
Perfect seat
Tax free shopping
Non-brand shops
Good watchers
Tikkurila
10 min
Helsinki
30 min
Stores
Logistic centre
Truck hub
Industry
Innotropolis
Research centres
Big data analytics of travellers
Top hospital
Green technology hub
Small firms
Pop-up firms
Apartments
Napping cafés
Rent flats
Fitness center
Shopping mall
Brand centre
Outlet mall
FintroVille
Schools
Kindergarten
Multi-cultural
centre
Sports centre
Golf
Ball fields
Icehall
Swimming hall
SnowpipesTEC Traveller
Experience
centre
Airport museum
People
Homely
Interactive
Eco-efficient
Flexible
Connectivity
Accessibility
Smart
meetings
Networking
Knowledge
Riding
Micro farm
Centre park
Smart
infrastrcuture
Smart quality
Finnish & Scandinavian
Beautiful
architecture
Eco-friendly
TopGreen
Fresh
Sustainability
StressFree
Space
Peace of mind
Art
Finnish
ambience
Mini & flower gardens
Nature path
Training centres
Multi-
services
Hotels
Global
Stations
Green hunters
Christimas park
Food factories
Key operators:
Finavia
Helsinki City
Finnair
SSP
HMSHost
Espoo
30 min
National park
Jogging &
skiing routes
Multi-values:
Living
Food stores
Hostels
Trend 20: Green Digital Airport 2025 (Simplicity – Emotion – Sustainability – EcoFUN)