Sector: Airport and off-airport parking
Services: Feasibility, operating-model development, parking operations, customer marketing and booking technology
Location: Melbourne Airport precinct, Victoria
Engagement: Historical case study, launched in 2011
Situation
Following two years of feasibility studies, planning and strategy development, Ace Parking identified an opportunity to establish an off-airport parking operation in the Melbourne Airport precinct. A purpose-built multi-deck car park became available and the facility reopened under the Ace Airport Parking brand in July 2011.
Challenge
The previous operating model had limited customer-facing accessibility, inconsistent site presentation and under-utilised parking equipment. Repeat business and customer loyalty were also identified as areas requiring improvement.
What Ace Parking did
Ace Parking developed a customer-acquisition and retention strategy focused on building awareness of off-airport parking, improving the customer experience and increasing repeat use. The operating model was supported by an online pre-booking system designed to manage bookings, payments and customer check-in and check-out more efficiently.
Pre-booking also improved forward visibility of customer demand, supporting staffing and peak-period planning.
Outcome
In this historical case study, the operational, marketing and booking-system changes established a platform for growth in customer demand, repeat use and more efficient day-to-day operations. Historical promotional claims that cannot be independently substantiated today have been removed from this current case-study summary.
Services involved
- Commercial feasibility and strategy
- Car park management and operations
- Online booking and payment processes
- Customer acquisition and loyalty strategy
Related services: car park management and operations, parking equipment and technology and car park consulting.
Contact Ace Parking to discuss airport or transport-hub parking operations.
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