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Changi Airport Terminal 4 Maximizes Ancillary Revenue Opportunities

Singapore Changi Airport Terminal 4 Entrance

Singapore’s Changi Airport (SIN) will open its new Terminal 4 facilities within the next three months with the goal to maximize comfort and ancillary revenue opportunities.

 

Changi Airport

Overview

The 2017 Number 1 Skytrax ranked and the 17th busiest airport in the world (Related News – Insider Look At World’s Busiest Airports Over The Part 5 Years) decided to turn the former budget terminal into a full service Terminal 4 in 2012.   The project costing SGD$985 million (~USD$727 million, EUR614 million, GBP550 million) is 2 story tall with a total floor area of 225,000 square metres (2,420,000 square feet). The total footprint is eight times bigger than the former budget terminal’s 28,200 square metres (304,000 square feet) space. There will be 21 contact gates (up from 11 – up 110%) with an annual capacity of 16 million passengers (up from 7 million – up ~129%). Gates G1 to G17 is reserved for single-aisle aircrafts such as the Airbus A320 & Boeing 737 while gates G18 to G21 can be used by both single-aisle & wide-bodied aircrafts.

The initial set of airlines to occupy this terminal include:

 

Airlines Airline Code Type of Airline Airline Alliance
AirAsia AK Low Cost Not in one
Indonesia AirAsia QZ Low Cost Not in one
Thai AirAsia FD Low Cost Not in one
Philippines AirAsia Z2 Full Service Not in one
Cathay Pacific Airways CX Full Service oneworld
Korean Air KE Full Service SkyTeam
Vietnam Airlines VN Full Service SkyTeam
Cebu Pacific 5J Low Cost Not in one
Spring Airlines 9C Low Cost Not in one

 

Design and construction is managed by a consortium of SAA Architects Pte Ltd – Design; Benoy Ltd; AECOM Singapore Pte Ltd; and Beca Carter Hollings & Ferner (SEA) Pte Ltd – Engineering and Construction.  The following is five major features of the terminal:

  • Extensive greenery installation with more than 340 species of plants span across the terminal. The jewel would be the greenwall façade draped with 16,000 plants greeting passengers as they approach the terminal. Additionally, a variety of figs from China, India and Southeast Asia will line the Avenue of Trees on the departure level
  • Following the IATA FAST Travel program, the terminal heavily employs self-service/automated process for check-in, bag-drop, immigration clearance and departure-gate boarding.
  • Unlike the airport’s other terminals (1-3), security screening will be centralized at Terminal 4. A 70 meters by 5 meters (230 feet x 16 feet) LED display has been installed to showcase Singapore’s skyline based on time of day and Changi Airport’s connectivity to other ASEAN destinations.  This type of installation has been used very effectively at Orlando International Airport (seen below).

    Orlando International Airport Customizable Display Wall
    Orlando International Airport Customizable Display Wall
  • Located after security and shopping, passengers will find an art installation called Peranakan Love Story. It is a theatrical performance of a love story between two young adults set in 1930s Singapore. The video is played on a 10 meters x 6 meters (33 feet x 20 feet) LED screen spanning two shopfront bays on the Peranakan façade.
  • More than 70 retail, food and beverages and service locations inside the terminal (25 available to the public and 45 available past security) under a scenic heritage façade.

 

Revenue Mix

The airport is only 20 kilometers (12 miles) away from the city center and is easily accessible by mass rapid transit, bus, taxi and cars. Passengers can connect between the terminals using the Changi Aiport Skytrain. The airport’s overall revenue went up only 0.7% to SGD$2,164 million for the 2015/16 fiscal year. While airport services (i.e. aeronautical revenue) declined by 8.7%, it was offset by an 7.2% in airport concession and rental income (which includes retail and experience revenue). In fact, this presents a 52% share of overall revenue mix, is one of world’s highest and significantly higher than major North American airports.

 

Changi Airport Revenue Mix 2015-2016Changi Airport Revenue Mix 2015-2016 (Data courtesy of Changi Airport)

 

Maximizing Terminal 4 Revenue Opportunities

Terminal 4 continued the theme from previous terminals by creating multiple zones to generate and maximize revenue opportunities:

  • Zone 1 – Terminal Entrance Zone, there is a mix of 25 retail, food/beverages and service outlets available for passengers to spend time with families before check in. A mix of fast food and sit down restaurants maximize choices for those looking for a quick bite over others who want to spend more time. The entrance area with greeneries and one of the world’s largest kinetic sculpture called Petalclouds seen throughout the terminal will attract local Singaporeans into visiting the airport for fun.

 

  • Zone 2 – Duty Free / Shopping Zone – the automated and streamlined security area opens to a shopping district allowing passengers to access mixed price merchandises. Instead of typical duty free offerings, Changi Airport also included known brands such as Adidas Homecourt and Uniqlo.
  • Zone 3 – Entertainment / Experience Zone – Peranakan Love Story discussed above is an example of how the airport transform the passenger experience beyond one of transport. The more relaxing atmosphere eases anxiety which can promote spending.

Like London’s Heathrow Airport (LHR), Changi Airport also has its own rewards program called Changi Rewards to entice passengers and locals to spend more time at the airport’s newest addition. As a side benefit, Changi Rewards points earned can be converted into Singapore Airlines’ KrisFlyer miles.

 

Conclusion

Changi Airport continues to invest heavily in its non-aeronautical assets to grow the airport’s revenue mix instead of relying solely from aeronautical revenue like other airports. Its new Terminal 4 facilities continue the theme of building a bigger experience for travellers and locals than one of transport. The new space will definitely be a big attraction as the 200,000 spaces allocated for the free open house tours scheduled for August 7 to 20, 2017 have been fully allocated.

 

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