Katsu Nakazawa on Creating Value Through Customer Insight
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As passenger needs become more varied and airport operations more complex, understanding the customer is becoming increasingly important. Katsu Nakazawa shares how Haneda Airport is combining digital insight, research and frontline knowledge to improve services and shape the airport of the future.
What does your role in marketing at Haneda Airport involve?
In my role leading marketing at Haneda Airport, I see my responsibility as understanding what our customers say and how they behave, and turning those insights into better services and passenger experiences.
Safe and seamless operations are the foundation of any airport. Building on that foundation, I believe it is essential to combine customer insights from digital services, CRM and research with knowledge from frontline operations, and to bring the customer’s perspective into how the airport is run.
How can airports use customer insight to shape their future?
In my session, I will explore how airports can broaden their role by starting with a deeper understanding of the customer.
At Haneda Airport, we deepen our understanding of customers through membership services, research, digital services and co-creation initiatives. I will share how we turn the resulting insights into improvements in the airport experience and services, and into ideas for the airport of the future.
Ultimately, I hope to explore how Haneda, as a gateway to Tokyo and a global crossroads of people and cultures, can evolve from an airport that simply serves demand to one that creates it.
Why is this approach relevant for airports in Asia today?
Air travel demand is growing across Asia, but so are the challenges airports face, from increasingly diverse passenger expectations and needs to labour shortages and greater operational complexity.
Infrastructure and technology will continue to evolve, but the key question is what kind of passenger experience we want them to enable. A customer-led perspective helps us identify the services people genuinely need and create new value.
As Asia’s airports continue to grow, I believe this way of thinking will become increasingly important.
Why did you want to join the conversation at PTE Asia?
The launch of PTE Asia is a valuable opportunity to share ideas and discuss the future of airports and passenger experience across borders.
I wanted to take part not only to share Haneda Airport’s thinking and initiatives, but also to learn from airport and aviation leaders across Asia and beyond who operate in different environments and face different challenges, and to bring those perspectives back into how we shape the future of Haneda.
What are you most looking forward to at the event?
What I am most looking forward to is the opportunity to exchange views directly with airport and aviation professionals from across Asia and around the world about the future of airports.
Every airport operates in a different environment, yet many of the challenges we face are shared. I hope these conversations will give us fresh perspectives on Haneda’s own initiatives and, beyond the event itself, become a starting point for future trials and co-creation.
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