View, the leader in dynamic glass, announced Tuesday the results of a study on the impact of in-terminal passenger experience and its correlation to higher revenues and reduced operational expenses. The survey, undertaken by Dr. Alan Hedge of Cornell University in conjunction with Dallas Fort Worth International Airport (DFW), found that terminal windows fitted with View Dynamic Glass overwhelmingly improved passenger comfort over conventional glass, resulting in an 83 percent increase in passenger dwell time at a preferred gate seat and a 102 percent increase in concession spending. The research was conducted in tandem with a pilot study conducted by DFW and View, Inc., which manufactures the innovative dynamic glass, and an independent aviation market research group.
“DFW is the world’s largest carbon neutral airport, and we are constantly evaluating new technologies and solutions throughout the airport to identify improvements for customer experience and sustainability,” says Sean Donohue, CEO at DFW Airport. “The results of this study confirm that dynamic glass can reduce cooling costs and support DFW’s commitment to minimize our carbon footprint. We were very pleased to see the positive effect on the customer experience and how the glass changed customer behavior with less glare and cooler temperatures.”
Airports continuously work to identify solutions to improve the passenger experience, reduce operational expenses and improve existing revenue streams. View Dynamic Glass reduces glare and unwanted heat within the terminal, providing a more comfortable environment for passengers and airport employees while also enabling airports to reduce their carbon footprint. View has installed dynamic glass at several U.S. airports including: Boston Logan International Airport (BOS), Charlotte-Douglas International Airport (CLT), San Francisco International Airport (SFO), and Seattle-Tacoma International Airport (SEA).
Key findings from this study include:
Seating with a view matters.
Passengers prioritize access to light and views of planes on the runway ahead of proximity to electrical outlets, restrooms and televisions – second only to locations with empty adjacent seats. With dynamic glass installed in the pilot location, 84 percent of passengers sought a better view, preferring to sit close to (dynamic glass) windows. Survey results found that passengers preferred dynamic glass windows 3 to 1 over conventional glass.
Dynamic Glass increases passenger comfort by keeping the heat out.
Even with moderate outdoor temperatures, infrared imaging showed that dynamic glass reduced surface temperatures by 10 to 15 degrees on seats, carpets, passenger clothing and skin compared to the gate with conventional glass. This improvement in thermal comfort promotes greater passenger delight and enables reduced use of HVAC systems for cooling.
Comfort at the gate translates to longer dwell times and increased spending.
Survey results found that passengers seated by dynamic glass stayed 83 percent longer than passengers seated next to conventional glass. After dynamic glass was installed in the bar area of the Twisted Root restaurant at DFW Airport, the restaurant saw a 102 percent increase in alcohol sales compared to the previous six months.
“Airports face a unique challenge of adding passenger capacity while maximizing the efficiency of the terminals. Using smart technologies to reduce stress and improve comfort is key. A beneficial result is that happier, comfortable passengers also spend more,” says Dr. Brandon Tinianov, chair of the U.S. Green Building Council’s Advisory Council and vice president of industry strategy at View. “Our recent research study validates that the reduced glare and surface temperatures provided by View Dynamic Glass have a noticeable and measureable impact on passenger comfort. These features will allow U.S. airport hubs, like those we are working with today, to compete with the world’s top airports.”
To view the full findings from the recent study, please visit go.viewglass.com/dfw-airport-study.
The study, led by Dr. Alan Hedge, a professor in the Department of Design and Environmental Analysis at Cornell, was conducted at two locations at DFW Airport during October 2017 after a public bid process, with View replacing existing conventional insulated glass at DFW’s Gate A28 and in the bar section of a nearby restaurant, both of which are oriented East and experience significant morning sun and heat. The study utilized Gate A25, which is similarly oriented to Gate A28 and fitted with conventional insulated glass, as a control for comparing passenger seating, behavior and dwell time in boarding areas and previous month and year sales history to analyze impact on the restaurant’s business. Over the period, more than 30 flights were monitored and evaluated using video footage, and surveys were conducted with over 500 passengers.