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According to IATA's latest Global Passenger Survey, 70% of passengers said they want to reach their boarding gate in 30 minutes or less when travelling with just a carry-on, and 74% expect it to take no longer than 45 minutes with a checked bag.
In reality, most passengers spend over two hours at the airport handling check-in queues, security lines and gate searches. Add the potential traffic on the way to the airport. Worry about what situation they will encounter at the airport. The anxiety about potentially missing a flight. The stress compounds with each passing minute. Ruining their vacation or missing an important trip goes over the roof.
For small airports, challenges that passengers face are even bigger during peak travel periods, such as holidays and during the Summer. If they are not frequent travellers, many passengers can underestimate how much time they need at the airport, and not take into account that the time changes depending on the season. This means that when they come to the airport and see crowds, they can panic. This leads to immediate criticism of the airport management, staff or organisation, potentially leaving bad reviews and being dissatisfied.
To conclude, smaller airports face limited space, fewer staff and seasonal fluctuations. These constraints create bottlenecks throughout the facility. What begins as minor inconveniences can quickly escalate to major operational problems. Ultimately, these issues lead to customer dissatisfaction.
Of course, there are things that can be done about it, and one of them is providing accurate, fast and reliable information to the passengers. This information should be placed where it is easily visible and on displays that are easy to update. With digital signage solutions like Samsung's MagicINFO, this becomes possible, even if your small airport operates charter flights.
In this blog post, we will focus on advanced MagicINFO features that can help even the smallest regional airports improve passenger flow management, without the need for extensive IT resources, costly investments or additional staff. Specifically, we will look at Remote Management, which is included in MagicINFO Premium and DataLink, a separate add-on module.
Table of Contents
- Introduction to Increasing Small Airport Efficiency with MagicINFO
- What is DataLink?
2.1. How DataLink Improves Passenger Flow - What is Remote Management?
3.1. How Remote Management Improves Passenger Flow - MagicINFO Implementation Strategy for Small Airports
- Case Study: How Small Airports Improved the Passenger Experience
5.1. Laughlin Bullhead International Airport - Handling Charter Flights Without FAA Data
5.2. Helsinki Airport – What Smaller Airports Can Learn - ROI Analysis: Return on Your Investment
6.1. Costs to consider
6.2. Benefits you can measure - Conclusion
1. Introduction to Increasing Small Airport Efficiency with MagicINFO
Small airports often operate with limited staff and tight resources, yet they must deliver timely, accurate information to passengers, especially during peak travel times. Managing passenger flow efficiently requires more than just static signage. It calls for dynamic communication tools that can adapt in real-time.
This is where advanced digital signage platforms like Samsung’s MagicINFO come in. With features like automation, centralised device control and real-time content updates, MagicINFO can support small airports in reducing pressure on staff. It improves the passenger experience and streamlining operations during busy periods.
The platform consists of several components, but two stand out as particularly important for small airport operations Remote Management, available with Premium licence and DataLink add on.
Below, you will find all about these two features in the context of helping small airports streamline passenger flow.
Photo 1: Places where airports can use digital signage
2. What is DataLink?
MagicINFO DataLink is a powerful integration tool, available with MagicINFO Premium Cloud and MagicINFO Premium Licence, that connects your digital signage network with multiple data sources, enabling real-time content updates based on changing conditions. For airports where accurate and timely data is non-negotiable, DataLink is the tool they need.
DataLink supports:
- Multiple Database Types
Oracle, major database systems, legacy systems, XML data sources, RSS feeds and Excel
- Conditional Scheduling
Content publication based on specific variables and rules
- Automated Updates
Content that refreshes in real-time as data changes
- Widgets
Built-in tools for weather, news and other frequently updated information
Photo 2: DataLink connects data sources to your digital signage network, enabling real-time updates
MagicINFO DataLink helps reduce labour costs by taking over the time-consuming tasks of content creation and scheduling. By automating these routine processes, it frees up your team to focus on more valuable work, and also minimises the risk of human error that often comes with repetitive manual updates. In addition, when it comes to managing displays across multiple locations, everything stays streamlined and consistent thanks to centralised content control, making global operations much easier to handle.
While DataLink is a powerful tool, it can be technical to set up, so if you do not have a dedicated digital signage IT person within the team, we can help you and answer all your questions. You can also watch a video below for a better understanding of this add on.
2.1. How DataLink Improves Passenger Flow
During peak travel periods, information bottlenecks often cause physical bottlenecks. When passengers do not know where to go or what is happening with their flights, they cluster around information desks and gate areas, creating congestion. There are several ways that DataLink addresses this, such as:
- Distributing Real-Time Flight Information
When a gate changes or a delay occurs, DataLink can instantly update all relevant screens throughout the terminal, reducing the need for passengers to seek out information desks.
- Implementing Conditional Content
During high-volume periods, screens can automatically switch to wayfinding content that directs passengers to less congested security checkpoints or alternate service areas.
- Integrating with External Systems
For small airports handling charter flights (which often lack standard FAA data feeds), DataLink can pull information directly from charter operators' databases. Solving this challenge was essential for Laughlin Bullhead International Airport in Arizona, as you will see later and they chose a solution similar to what MagicINFO DataLink can offer.
- Weather-Responsive Messaging
When weather delays are expected, DataLink can automatically trigger content that informs passengers early in their journey through the terminal, allowing them to adjust expectations and behaviour. The technical advantage here is automation. Small airport staff do not need to manually update dozens of screens during already-busy peak periods. The system responds to data changes automatically, so that passengers can always have the most current information.
3. What is Remote Management?
MagicINFO Remote Management, included in MagicINFO Premium Cloud and Premium Licence, provides full control over your entire display network from a single interface. For small airports with limited IT and marketing staff, this centralised approach eliminates the need for physical presence at each display location.
The Remote Management module offers:
- Complete Device Control
Manage display settings as if you are standing directly in front of each screen
- Hardware Setting Adjustments
Control power, volume, input source and other physical parameters
- Monitoring and Diagnostics
Receive alerts and insights on device performance
- Web Browser Control
Manage browser settings for web-based content
- Security Management
Monitor and control security settings across the network
- Remote Software Updates
Deploy firmware and software updates without visiting each device
Photo 3: Remote Management Workflow
3.1. How Remote Management Improves Passenger Flow
During peak travel times, the last thing your team needs is a technical issue with information displays. Remote Management ensures continuous, reliable operation through:
- Proactive Monitoring
The system alerts staff to potential display issues before they impact passenger information, allowing for quick resolution without service interruption.
- Quick Adjustment When This Change
When operational requirements shift during peak periods, staff can instantly adjust content, brightness, volume or other parameters across all screens from a central location.
- Efficient Resource Allocation
Technical staff can manage the entire display network without physically walking the terminal, allowing them to focus on other important tasks during busy periods.
- Scheduled Operations
Displays can be programmed to power on, adjust brightness based on time of day, and switch content modes automatically as passenger volumes change throughout the day.
For small airports where a single staff member might handle multiple responsibilities, this remote capability is particularly important. It simplifies the work so one person can manage it along with other responsibilities.
4. MagicINFO Implementation Strategy for Small Airports
To implement MagicINFO effectively in a small airport, start by identifying where bottlenecks occur during peak times. These are usually at check-in counters, security checkpoints, gate areas, baggage claim, and ground transport points. Mapping the passenger journey helps focus efforts. For example, a regional airport could reduce wait time frustration by placing a screen near security showing live queue times and estimated processing durations.
Next, prioritise screen locations based on purpose. Use larger displays with general flight and airport information in high-traffic areas. Place directional screens at decision points such as corridors leading to multiple gates. In waiting zones, use displays to show real-time updates and light content to keep passengers informed and engaged during delays.
After you have done that, comes the most important part – data integration. Pull in feeds from flight information systems, security wait times (if available), weather services, ground transport data and internal alerts. You could, for example, integrate a live bus schedule using MagicINFO DataLink, helping passengers adjust their plans and reduce bus waiting time. One airport in the Netherlands effectively displayed up-to-date flight information, promotional content from airport services, and special offers from duty-free shops and car rentals, and stated that this significantly improved passenger flow and the overall travel experience at the airport. Read more about it here.
When it comes to content, in this case, the saying „content is king“ stands its ground fully. Content needs to be relevant and planned for various situations such as normal operations, peak holiday travel, weather delays, security alerts and special events.
Finally, define who manages the system. Assign roles for system administrators, content editors and operations staff who may need to make basic changes. Include a protocol for resolving technical issues. Clear responsibilities ensure the system runs smoothly, even with a small team, and MagicINFO capabilities enable all of this.
5. Case Study: How Small Airports Improved the Passenger Experience
5.1. Laughlin Bullhead International Airport - Handling Charter Flights Without FAA Data
Laughlin Bullhead International Airport in Arizona had a common problem for small airports: their charter flight data was not part of the standard FAA feed. That meant the information couldn’t be displayed automatically on their screens.
The challenge was:
- Charter flight data sat in a separate database.
- There was no live feed available to push it to screens.
- Staff had to update flight times and gates manually, which took time and often led to mistakes, especially during busy hours.
The solution:
The airport set up a digital signage system with custom database integration, similar to what MagicINFO DataLink can do. They connected their screens directly to the charter database.
This allowed flight information to appear automatically on all relevant screens, updates to trigger two hours before departure, clear gate and boarding info shown to passengers, and flight info to disappear automatically after takeoff.
The result:
Staff did not have to manually update screens, even during peak times. Passengers got accurate, timely info without lining up at the desk. It made the whole terminal run more smoothly with less effort.
5.2. Helsinki Airport – What Smaller Airports Can Learn
Helsinki Airport is not considered a small airport, but its use of MagicINFO offers a good model for others to follow on a smaller scale.
What they did:
- Installed a wide network of displays, all managed through MagicINFO.
- Used coordinated content to improve the arrival experience.
- Managed all screens from one central dashboard.
- Choose high-brightness, non-glare screens to ensure visibility in all lighting.
How can small airports apply this learning?
Central management cuts down on the need for extra staff, as you can update screens remotely without visiting each one. Scheduling content by time of day helps guide passenger flow and bright, glare-free screens make sure key info is always readable, even in direct sunlight or dim corners.
These two examples show that digital signage does not have to be complicated or high-maintenance. With the right setup, even a small team can deliver accurate, real-time updates and improve how passengers move through the terminal.
6. ROI Analysis: Return on Your Investment
For small airports working with tight budgets, every technology investment needs a clear return. Current statistics show that implementing digital signage solutions* brings multiple benefits:
- 15 per cent reduction in passenger wait times (Source: Frost & Sullivan, cited by Rise Vision)
- 20 per cent improvement in operational efficiency for airport staff (Source: Frost & Sullivan, cited by Rise Vision)
- 32 per cent average increase in non-aeronautical revenue streams primarily driven by targeted advertising (Source: Rise Vision)
- 61 per cent of airports worldwide have already deployed digital signage solutions as of 2021 (Source: Airport Council International, cited by Rise Vision)
Benefits are clear, but let’s see how to calculate the return on investment (ROI) for MagicINFO.
* The following statistics reflect the general impact of digital signage solutions and are not specific to Samsung MagicINFO
6.1. Costs to consider
The initial cost includes hardware like displays, mounts, and media players if needed. Additional expenses cover software licensing, installation and setup.You will also need to budget for content creation and staff training. Ongoing costs cover software subscriptions, maintenance, content updates and energy use.
6.2. Benefits you can measure
On the staffing side, MagicINFO reduces the need for extra information desk staff during busy times, cuts out manual content updates, and lowers the time spent fixing or maintaining screens. Operationally, it speeds up passenger processing, cuts congestion at key decision points, reduces missed flights due to confusion, and helps make better use of airport facilities by distributing passengers more evenly. There may also be revenue opportunities, such as selling ad space to local businesses, promoting concessions to boost passenger spending, and improving the airport’s image to attract airlines and travellers.
What is the time needed to start?
To start the process of investing in a digital signage solution, such as MagicINFO, start with a 1-2 week assessment. During this period, you will analyse passenger flow to find bottlenecks. You will also map current screen locations and check what existing hardware can be reused. Finally, list all data sources you plan to integrate.during which you will analyse passenger flow to find bottlenecks, map current screen locations, check what existing hardware can be reused, and list data sources to integrate. Then spend 2-3 weeks designing the solution: choose display locations and types, create content templates for different scenarios, plan data integration and set management roles. Next, run a pilot for 4-6 weeks: install MagicINFO in a high-impact area, set up DataLink connections to key data sources, prepare initial content and train staff. Finally, evaluate results, collect feedback, adjust as needed and expand based on priority.
Implementation Timeline: From Assessment to Launch
Phase 1: Assessment (1-2 weeks)
- Start with a 1-2 week assessment
- Analyse passenger flow to find bottlenecks
- Map current screen locations
- Check what existing hardware can be reused
- List data sources to integrate
Phase 2: Solution Design (2-3 weeks)
- Spend 2-3 weeks designing the solution
- Choose display locations and types
- Create content templates for different scenarios
- Plan data integration
- Set management roles
Phase 3: Pilot Implementation (4-6 weeks)
- Run a pilot for 4-6 weeks
- Install MagicINFO in a high-impact area
- Set up DataLink connections to key data sources
- Prepare initial content
- Train staff
Phase 4: Evaluation & Expansion
- Evaluate results
- Collect feedback
- Adjust as needed
- Expand based on priority
*Note: The timeline outlined above reflects an ideal digital signage implementation process and may vary based on the specific solution, infrastructure, and organisational needs.
7. Conclusion
For small airports facing busy periods, MagicINFO’s DataLink and Remote Management offer a complete solution that does not require a big team or budget. Integrating real-time data, automating updates, and centralising control helps even small operations deliver clear, timely passenger information that eases congestion and improves flow.
Case studies from Laughlin Bullhead and Helsinki Airports show that digital signage solutions can benefit airport operations of any size. The key is focusing on your specific challenges and using technology to solve them.
With passenger expectations rising and competition growing, small airports need smooth, information-driven experiences. MagicINFO provides the tools to deliver that efficiently, even during the busiest times.
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