Asia-Pacific gateways are fast gaining a reputation for customer service innovation and expertise, and China’s Hainan Meilan International Airport is no exception. For the Hainan Island located airport has taken the high-end travel experience to a whole new level by opening 18 VIP rooms to cater for growing demand from passengers who want that little bit extra at an airport.
Each one is different, boasting its own unique identity, design and décor that aims to reflect Chinese culture, traditions and style.
“We want passengers to know that they are in Hainan and China and believe that we have created something a little different and special,” enthuses chairman of the board, Cong Zhang.
A total of 14 VIP rooms are located in the airport’s Domestic VIP Lounge and another four in its International VIP Lounge.
Zhang claims that another feature that sets his airport’s VIP lounges apart from the rest is the quality of food and beverage served in them. “Food is a priority. There are always at least four different kinds of fruits available and to satisfy different people’s tastes, we provide nine kinds of beverage.
“A selection of cold dishes and snacks are also available from a more traditional buffet area. The VIP lounges are beautiful, relaxing places and the decor and style is really different from room to room.”
The airport is located near Haikou, an old seaside city that has long been popular with visitors from mainland China.
Made capital city of the newly created Hainan Province in 1988, it is the island’s political, economic, scientific and cultural capital and major transportation centre due to the airport and still busy seaport.
The 2002 merger of Haikou city with neighbouring Qiongshan only served to increase the importance of the metropolis to Hainan Province, which also enjoys the status of being a Special Economic Zone.
With so many attractions then, it is little wonder that passenger traffic at the gateway continues to boom, rising from 4.3mppa in 2000 to a record 7.2mppa last year.
And with business travel to Hainan Island at an all-time high, the airport authority decided that the time was right for the construction of the VIP rooms as they would enhance customer service and add to the bottom line.
Explains Zhang: “We believe that they have improved customer service levels at the airport and subsequently the image of Hainan Meilan and the airport authority. They are almost a national brand in their own right and have become known for the professional way they are managed and the personal service provided, which is based on the highest international standards.
“We are also hoping that the VIP rooms will increase our earning potential in respect of revenue gained from non-aeronautical activity. We need to make maximum use of the space available in the terminal to improve the airport experience for our customers and, where possible, generate new revenues. The results so far have been encouraging.”
The airport views potential VIP lounge customers as being anyone from politicians, bankers and high-powered businessmen to conference delegates and all first class passengers on international flights.
And if you are not invited to rooms you can pay for the privilege – access being gained either by purchasing a VIP card or through renting facilities.
Rental charges vary depending on the room requested, but the airport has set fees for the VIP cards, which are expected to account for the vast majority of guests. They range from around 7,000 Yuan ($1,000) for a Personal Silver VIP Card to 200,000 Yuan ($28,000) for a Company Gold Card.
For these fees, customers get a selection of services that include free car parking, concierge services, aviation insurance and special inspection access for domestic flights.
All that is required is one day’s advance reservation, which has to include the VIP’s name, flight number, take-off time, vehicle registration number (if appropriate) and meal requirement.
Upon arrival, guests will be guided to a specific VIP lounge. Then, airport staff will complete the check-in procedures and departure formalities. When the flight boards, airport staff will assist the VIP onto the airplane.
Zhang says that the airport aims to build up a special relationship with each and every one of its VIP room guests, remembering their personal likes and dislikes so that the service can be fine-tuned or bettered on the next occasion they pass through Hainan Meilan.
“Our goal is ‘no complaints’ for the VIP Service for an entire year. It is a difficult but realistic target,” he states. “We want our VIP service staff to be the best and will constantly review and update training to improve customer service levels and introduce new concepts and ideas.”
To Hainan Meilan, the VIP rooms are its chance to showcase the airport and its customer service abilities to the world. It was never going to disappoint.
Cash injection
Hainan Meilan Airport Co Ltd plans a domestic initial public offering (IPO) in the first half of next year to raise 1.5 billion Yuan ($214 million) to help fund the gateway’s expansion and open new regional airports on the island.
“Raising capital by floating shares will ensure that we are able to give priority to the development of other airports in Hainan Island and establish our company as a regional airport management group,” says Zhang.
Hainan Meilan Airport Co Ltd plans a domestic initial public offering (IPO) in the first half of next year to raise 1.5 billion Yuan ($214 million) to help fund the gateway’s expansion and open new regional airports on the island.
“Raising capital by floating shares will ensure that we are able to give priority to the development of other airports in Hainan Island and establish our company as a regional airport management group,” says Zhang.
Asia-Pacific Airports 2008 Issue 3
