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THE AIRPORT AWARDS THAT AIRPORTS AND TRAVELLERS TRUST |
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Skytrax guarantee that the World Airport Survey and
World Airport Awards are totally free of any commercial influence or bias, and
no airport featured in the study is able to exert any influence on the final
results. Airports do not pay to be included in this global study.
Edward Plaisted, CEO, SKYTRAX |
 INDEPENDENT RESEARCH THAT CAN BE TRUSTED
Skytrax are strong proponents of the fact that any truly genuine Customer survey
can only be properly promoted as such, if it can demonstrate complete
Independence from the companies or organisations being assessed.
"Each year, we monitor a plethora of consumer surveys and study their results
with fascination" said Edward Plaisted of Skytrax. "Whilst there are some which
accord to an acceptable standard in terms of methodology, it is regrettable that
many are either self-serving, or in some way subject to a commercial influence
that impacts upon the value of results."
"From the outset of the World Airport Survey in 1999, Skytrax developed and
implemented a Passenger Survey format that guarantees 100% transparency, 100%
independence and adheres to our corporate ethos of research of without fear or
favour. Without this standard of research, we do believe that the results
produced by some surveys can be completely worthless! added Plaisted.
NO PAYMENT FOR SURVEY PARTICIPATION
Skytrax do not charge airport operators to be included in the survey, nor are
results based on a finite number of airport choices.
"To classify a Survey as offering worldwide or industry coverage when it
requires Airports paying a fee to be included in the Survey and Award process is
a complete anomaly" says Peter Miller of Skytrax. "It not only makes a complete
mockery of being able to survey customers in an open and balanced format, but
results in the Awards that may subsequently be handed out being viewed as a
worthless commodity ... indeed, in some cases when the methodology of such
surveys is unveiled, customers had no concept of the false pretences that some
of those Awards are labouring under."
NO LIMIT ON THE NUMBER OF SURVEY AIRPORTS
Take a good look at many surveys today, and one often finds that the
participants are only being offered a very limited number of options from which
to make their choice - not so with the global Skytrax surveys.
"I am always amused when viewing a survey that asks me to choose a world-best
from a very limited list of options. What if I don't agree with the available
options? What if I want to vote for an organisation that is not on the list? The
net effect of course is that in such circumstances the customer is being asked
to take step inside a very controlled environment, and make their choice
according to the organisers own particular conditions - and the end result can
best be described as a sham designed to satisfy the aims and ambitions of the
companies that are on the options list" added Miller.
NO RESTRICTED POOL OF SURVEY PARTICIPANTS
As the world's largest Passenger Survey of Airport standards, Skytrax have no
worry about limiting the global capacity of the study. But this is not always
the case, and Skytrax point out that there are many surveys that proclaim to
offer sufficient worldwide coverage - while at the same time, those Surveys may
make an Airport Award on the basis of just 1,500 customers of that airport
taking part in an annual study.
"I guess it is often about how well some Survey results can be used to satisfy
the paying airports, and create a feel-good factor while the research
organisation takes money off them!" said Miller. "We are well known across the
aviation industry for doubting such practices, and we maintain a steadfast
approach about this. Indeed, as surveys and awards continue to proliferate, we
consider it our moral right to demand that there is better accountability in
terms of releasing full survey methodology, what payments are made .. and so
on."
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Check these points to determine between a "trusted" Survey or a
"self-serving" Survey |
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Independent Survey |
Self-serving Survey |
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Survey methodology is clearly stated |
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No detailed Survey methodology supplied |
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Voted for by Real travellers |
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Voted for by travel professionals |
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No payment to be included in Survey |
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Airports have to pay for inclusion in the Survey |
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All survey costs are paid in-house |
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Sponsor and subscriber-paid Awards ceremony |
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Unlimited selection of Airports to select |
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Airports limited to subscriber list only |
Any further enquiries should be directed to:
Mr Peter Miller
Marketing Director
SKYTRAX RESEARCH
E-mail:
miller@airlinequality.com
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