Melbourne Airport

News & events

Melbourne Airport welcomes Chinese visitors

Jun 22, 2009

The Chinese market is an important and ever-growing one for Melbourne Airport – and we’re taking some steps to make sure our Chinese visitors have the warmest of welcomes when they arrive in Victoria.

Some 11 per cent of all international arrivals to Melbourne Airport are from China, and that figure is growing year-on-year. In consultation with Chinese airlines based here at the airport and the Australasian Centre of Chinese Studies, we’ve implemented several initiatives as part of our company service strategy to ensure our Chinese guests have the best possible experience when they pass through our terminal. 

What we’re doing

Some of our key initiatives include:

  • Public address messages in Mandarin to welcome our Chinese passengers and provide important information in their own language
  • Chinese signage on key signs throughout the airport
  • Cultural awareness training – so our staff and key service partners can improve the delivery of their services to Chinese passengers while gaining a greater understanding of Chinese culture, language and customs.

What we’re planning

Other planned initiatives include:

  • All Chinese signage throughout the arrivals and departures process to extend our warm welcome to Chinese passengers
  • Working hand-in-hand with our retailers on how to best promote products and services to Chinese passengers
  • Developing the Chinese market’s awareness of the direct flights from Melbourne Airport to China
  • Celebrations for Chinese New Year in 2010 - the Year of the Tiger.

How we’re doing

At Melbourne Airport, we utilise a quality of service measurement system to survey our Chinese passengers to gauge their assessment of our levels of service. The system ranks key indicators on a scale of 1-5, with 1 being extremely poor and 5 being excellent. Here’s what the results have told us:

* Overall airport experience 4.2
* Check in waiting time 4.2
* Check in staff helpfulness 4.3
* Passport Control waiting time 4.4
* Passport Control efficiency 4.4
* Security waiting time 4.5
* Security staff helpfulness 4.3
* Ease of finding way 4.3
* Gateroom crowding 4.2
* Cleanliness 4.3
* Shopping facilities 4.3
* Flight information 3.9


We’re pleased with these results, but we know we can – and will – do better. It’s really important that our Chinese passengers feel welcome and comfortable when travelling through Melbourne Airport – and that’s why we will continue to build on this over the next six months. 

Back to News & events 2009 archive