01
Check inQueue time, agent conduct, baggage handling accuracyMystery shopping
Airport and Airline Mystery Shopping in Oman
The passenger journey scored stage by stage, from check in and security to boarding, cabin service and baggage.
In short
What is airport and airline mystery shopping, and does Quantum Gulf Marketing run it in Oman?
Airport and airline mystery shopping assesses the passenger journey using trained assessors who travel or move through the terminal as ordinary passengers and score each stage against the published standard. Quantum Gulf Marketing covers this in Oman, including Muscat and Salalah, across check in, security experience, wayfinding, terminal retail and food and beverage, lounges, boarding, cabin service and arrival. Airports are unusual in that no single operator controls the whole journey, so the most useful programmes score each responsible party separately while still reporting the passenger's single overall experience.
Airports are unusual in that no single operator controls the whole journey, so the most useful programmes score the airline, the airport operator and each concession separately while still reporting the passenger's single overall experience. Wayfinding is measured by timing a defined route and logging every point where an assessor had to stop, backtrack or ask, which is far more useful than an opinion about signage. Coverage includes Muscat and seasonal Salalah.
- Stages
- Check in, security, wayfinding, retail and F&B, lounge, boarding, arrival
- Scored separately
- Airline, airport operator, and each concession
- Locations
- Muscat and Salalah, plus regional airports
- Languages
- Arabic and English
What gets scored
The journey, stage by stage.
02
Security experienceTimed, and scored on clarity of instruction03
WayfindingA timed defined route, logging every stop and question04
Terminal retailConcession service, pricing accuracy, availability05
Food and beverageService, quality and value against the airport standard06
LoungeAccess process, facilities and staffing against the promise07
Boarding and cabinGate process, cabin service, crew interaction08
Arrival and baggageImmigration flow and baggage delivery timingHow a programme runs
Four stages, every time.
Stage 01
Build the scenario
Your published standard becomes a scenario a shopper can follow and an assessor can score without interpreting it.
Stage 02
Brief and calibrate
Shoppers are briefed and calibrated against worked examples, so two shoppers scoring the same visit reach the same number.
Stage 03
Field the wave
Visits spread across days, hours and locations to your quota, with evidence captured at the time rather than reconstructed later.
Stage 04
Validate and report
Every questionnaire checked before it enters the dataset, then league tables plus the dimension detail that shows what to fix.
Questions
Common questions
What is airport mystery shopping?
A programme of assessed journeys through an airport or airline touchpoint, scored against the published service standard: check in, security queue experience, wayfinding, retail and food and beverage, lounge, boarding and arrival.
Can you cover Muscat and Salalah?
Yes. Both are within our standard coverage, and the seasonal difference at Salalah is worth designing for rather than averaging away.
Do assessors actually fly?
For an end to end journey assessment, yes, where the scenario requires it. Landside and terminal assessments can be run without a ticket.
Can you assess concessions as well as the airline?
Yes. Retail, food and beverage and duty free concessions are frequently where the passenger's overall impression is formed, and they are scored separately.
Is wayfinding measurable?
Yes, by timing a defined route and recording every point where the assessor had to stop, backtrack or ask, which is far more useful than an opinion about signage.
Can this run in Arabic and English?
Yes, and it should, because the passenger mix is mixed.
Start here
Tell us the question.
We will tell you how to measure it.
Send us the business decision you are stuck on. You will get a straight answer on whether research can settle it, what it would take, and what it would cost.