Transforming Better Travel Experience Trends 2025 (Part 1)

Imagine stepping into an airport where queues are a thing of the past, your journey is personalized from curb to gate, and the terminal itself is a destination worth exploring. This isn’t a scene from a futuristic movie – it’s the rapidly approaching reality of air travel. The latest edition of the ACI World Traveller Survey (2024) unveils key data points for airports, one that promises to redefine the travel experience for the years to come.

From biometric technology that streamlines paths through the airport to immersive cultural experiences that turn layovers into adventures, the future of air travel is on the horizon. Whether you are a frequent flyer, an aviation professional, or simply curious about the future of travel, this Transformidy insight looks into the data and offers a compelling glimpse into how we will navigate the skies in the years to come. Part 1 will focus on understanding traveler personas, evolving trends in technnology, retail evolution, and premium traveler focus.

Introduction – The Dawn of a New Travel Experience Era

The aviation industry is witnessing a paradigm shift as it emerges from global disruptions, ushering in a new era of air travel experience. The ACI 2024 Global Traveller Survey* provides a comprehensive glimpse into the evolving expectations and preferences of today’s passengers. Airports worldwide could glean this data to reimagine their spaces to meet the demands of a diverse and discerning traveler base, focusing on seamless technology integration, personalized experiences, enhanced comfort, and sustainability.

Today’s Air Travelers: A Mosaic of Needs and Expectations

Modern air travelers form a diverse group with varying needs and expectations, all seeking an optimal travel experience. In combination with the ACI ASQ platform scoring airports over many pillars of customer experience. ACI survey of 4,125 travelers across 30 countries who have traveled by air at least once in the past 12 months reveals that passengers prioritize efficiency and comfort, with a staggering 64% expressing a desire for shorter queues. This demand for a streamlined travel experience is coupled with a willingness to spend more, as 80% of travelers indicated they would increase their airport expenditure if queue times were reduced.

ACI ASQ combines with the ACI Global Traveller Survey to provide data points for airports to build or enhance the travel experiences for different traveler personas.

Understanding Traveler Personas

The travel experience varies significantly across different key traveler types including:
Leisure Travelers seek unique experiences and value for money during their airport journey. With more time to explore, they show interest in local culture and diverse retail offerings, enhancing their overall travel experience.

Business Travelers prioritize efficiency and productivity in their travel experience. They value fast-track services, quiet workspaces, and premium lounges that allow them to maximize their time and comfort.

Family Travelers require a travel experience tailored to multi-generational needs. Family-friendly facilities such as play areas, family restrooms, and child-friendly dining options are crucial for a positive airport experience.

Travelers with Disabilities or Accessibility Needs require travel designs that are accessible and inclusive. This includes specialized assistance, adapted infrastructure, and staff trained to provide support throughout their journey.

How do you prioritize the personas?
Prioritization could be determined by the airport location, airport traffic mix, demographic information, and time of day data to adapt spaces for different personas’ needs. For example, airports with more flights to family-friendly destinations could use content via ad networks, billboards, or mobile application alerts tailored to them during their travel blocks.

Efficiency and Seamlessness: The Cornerstone of Modern Travel

Airports understand that there is friction to the travel experiences they implement today. Reducing friction points to create a smoother travel experience has been a key topic for the aviation industry over the past five years. The implementation of biometric technology and self-service kiosks has significantly improved processing times.

For instance, Toronto Pearson International Airport (YYZ) has recently introduced biometric boarding, allowing passengers to board planes using facial recognition technology, thus enhancing the travel experience. Outdoor-rated kiosks at Providenciales International Airport (PLS) were installed to improve internal check-in queue lines.

Technology Integration: Powering the Future of Travel

Travelers are asked to rely on technology for many components of their travel experience. From the moment passengers enter the terminal to their final departure, innovative solutions are reshaping how we interact with airport spaces and services. The ACI 2024 Global Traveller Survey reveals a strong appetite for tech-driven improvements, with passengers embracing advancements that promise efficiency, personalization, and convenience.

Let’s explore the key technological trends:

Biometric Solutions

Facial recognition and fingerprint scanning have become integral components of modern airport operations, significantly improving identity verification processes1. SITA, a leading provider of IT solutions for the air transport industry, has implemented biometric systems at 45 airports globally, including major hubs like Beijing Capital International Airport (PEK), Bangkok Suvarnabhumi Airport (BKK), and Newark Liberty International Airport (EWR).

Key players in this field include:

  1. SITA: Their Smart Path technology offers a fully end-to-end biometric travel solution, with over 1,200 touchpoints in the U.S. alone.
  2. NEC: Partnering with SITA, NEC provides facial recognition technology that has consistently ranked #1 in NIST vendor tests.
  3. Amadeus: Their recent report indicates a 14% increase in technology investment for biometrics in 2024, with 98% of airlines either implementing or planning to implement biometric systems.

AI-Driven Personalization

Artificial Intelligence is enabling airports to offer tailored experiences based on passenger preferences and history. Singapore Airlines, for example, has adopted AI algorithms to analyze passenger data and provide personalized travel recommendations and services.

Engagement through Technology
Interactive displays and mobile apps are enhancing passenger engagement and providing real-time information. Changi Airport in Singapore has developed innovative digital solutions like the Safe Travel Concierge app and the ChangiQ queue management platform7. These technologies contribute to a more seamless travel experience by providing up-to-date information and reducing wait times.

AI-Powered Assistance
Chatbots and virtual assistants are becoming increasingly common in airports, offering 24/7 support to passengers. Notable examples include:

  1. Melbourne Airport (MEL)’s AI chatbot: Provides digital assistance on their website and Facebook Messenger, covering most customer queries.
  2. London Gatwick Airport (LGW)’s “Gail”: An automated chat assistant based on Facebook Messenger, helps customers find important information before entering the airport.
  3. Glasgow Airport (GLA)’s AI-powered digital assistant: Developed by Hello Lamp Post, this system provides real-time information and navigation assistance to passengers.

These AI-powered solutions are not only improving the overall travel experience but also freeing up human staff to focus on more complex queries and tasks. As airports continue to adopt these technologies, passengers can expect increasingly personalized, efficient, and seamless journeys. However, airports and airlines should balance technological advancements with privacy concerns, accessibility, and usability to ensure that these systems are available and traveler-inclusive, regardless of their technological proficiency.

Retail Evolution: Enhancing the Airport Shopping Experience

In response, airports are evolving their retail environments to provide unique shopping experiences that cater to modern traveler preferences. Here are some innovative strategies and examples that illustrate how airports are enhancing their retail landscapes:

Introducing Local and Niche Brands

Airports are increasingly incorporating local and niche brands into their retail offerings, allowing passengers to experience a sense of place while they travel. For instance, San Francisco International Airport (SFO) boasts that 87% of its food and beverage concepts are local, featuring popular establishments like Boudin’s Bakery and 24th & Mission Taco House.

Similarly, Austin-Bergstrom International Airport (AUS) emphasizes local cuisine with vendors like Maudie’s and Salt Lick, showcasing the region’s culinary heritage. This trend not only supports local businesses but also enriches the passenger experience by providing authentic regional flavors.

Implementing “Phygital” Retail Concepts

The integration of physical and digital shopping experiences, known as “phygital,” is gaining traction in airports. For example, Auckland Airport (AKL) offers a digitalized downtown shopping experience where travelers can purchase tax-free products from over 200 retailers located in the city’s actual downtown. This seamless blend of online and offline shopping enhances convenience and caters to tech-savvy passengers who value efficiency.

Another notable example is the “BuY Paris Duty Free” concept at Paris-Charles de Gaulle Airport (CDG), which combines in-store experiences with digital platforms. Shoppers can engage with interactive displays while enjoying services like makeup stations and virtual reality demos, creating an immersive shopping environment that appeals to modern consumers.

“BuY Paris Duty Free” at Paris-Charles du Gaulle Airport Terminal 2E

Enhancing Food and Beverage Options

Airports are also focusing on improving food and beverage offerings by emphasizing local cuisine and health-conscious choices. HMSHost has launched the “Eat Well. Travel Further.” initiative across several U.S. airports, featuring pop-ups that offer wellness shots, organic snacks, and bento-style lunch boxes.

HMSHost Eat Well Travel Further Concept - improved travel experiences
HMSHost Eat Well Travel Further Concept – improves travel experiences with healthier options

This initiative caters to the growing demand for healthier dining options among travelers. At Denver International Airport (DEN), partnerships with over 40 local farms ensure that seasonal menus highlight Colorado’s agricultural bounty, including dishes made with locally sourced ingredients. The airport’s “Beer Flights” program allows passengers to sample craft beers from various Colorado breweries, enhancing their culinary travel experience.

These initiatives aim to create a more engaging and satisfying travel experience for a diverse passenger mix.

Experiential Offerings: Airports as Destinations

Airports are transforming into destinations themselves, offering unique experiences that go beyond traditional travel services:

  • Cultural exhibitions and art installations that reflect local heritage
  • Interactive entertainment zones for a more engaging travel experience
  • Pop-up events and performances that surprise and delight travelers

Here are some examples that elevate the airport into a must-see local and traveler destination.

  1. Changi Airport has set the gold standard for airport experiences with its Jewel complex. This stunning architectural marvel features the world’s tallest indoor waterfall, the Rain Vortex, surrounded by a lush indoor forest. Visitors can explore the Canopy Park, which includes net walks, hedge mazes, and interactive art installations. The airport also hosts seasonal events and performances, making it a destination in its own right.
  2. Incheon International Airport, Seoul (ICN)
    Seoul’s main airport offers a rich cultural experience with its Korean Cultural Street and Traditional Culture Experience Zone. Travelers can participate in hands-on activities like trying on traditional Korean clothing (Hanbok) or learning Korean calligraphy. The airport also features a branch of the National Museum of Korea, showcasing rotating exhibits of local art and artifacts.
  3. Vancouver International Airport (YVR)
    YVR showcases the rich indigenous heritage of British Columbia through its extensive collection of Northwest Coast Native art. The airport features monumental sculptures, totem poles, and a stunning aquarium exhibit. Moment Factory, a renowned multimedia studio, created an immersive digital experience called “The Rivers Monument,” which celebrates the province’s natural beauty through interactive projections and soundscapes.
  4. Munich Airport (MUC)
    Munich Airport transforms its Munich Airport Center into a winter wonderland each year with its Christmas and Winter Market. This pop-up event features an ice skating rink, live music performances, and traditional Bavarian food and drink stalls. The airport also hosts other seasonal events throughout the year, including an annual summer surfing competition in its artificial wave pool.
  5. San Francisco International Airport (SFO)
    SFO has embraced its role as a cultural gateway with the SFO Museum, an accredited museum located within the airport. The museum curates over 20 galleries throughout the terminals, featuring rotating exhibits on art, history, science, and culture. One notable installation is a permanent video art wall in Terminal 3, showcasing works by local and international artists. The airport also offers a yoga room and a therapy pig program to enhance the traveler experience.
The Rivers Monument by Marianne Nicolson and Moment Factory at the Vancouver Airport
The Rivers Monument by Marianne Nicolson and Moment Factory at the Vancouver International Airport provide a unique Canadian cultural feel to the travel experience.

Premium Traveler Focus: Elevating the Luxury Travel Experience

As airports compete for high-value passengers, they are significantly expanding and upgrading their premium offerings. This trend caters to the growing demand for luxury travel experiences, with 66% of adventure travelers planning to increase their spending in the next year, focusing on premium experiences. Here are five examples of airports elevating their luxury travel offerings:

  1. Turkish Airlines Business Lounge at Istanbul Airport (IST)
    This expansive 60,000-square-foot lounge is often hailed as one of the finest airport lounges worldwide. It features live cooking stations serving classic Turkish dishes, a self-playing piano at the entrance, and transparent lockers for luggage storage. The lounge can accommodate up to 1,000 visitors and offers amenities such as a golf simulator, private sleeping rooms, and a variety of seating options.
  2. Plaza Premium First at Hong Kong International Airport (HKG)
    Conveniently located near Gate 1, this lounge brings an elevated airport lounge concept with personalized services and exquisite dining experiences. It features sumptuous international and local cuisines, complimentary house beer, white wine, and red wine, as well as two private lounge spaces available for exclusive use. Access to this exclusive space is an add-on to the regular Premium Plaza lounge.
  3. American Express Centurion Lounge at John F. Kennedy International Airport (JFK)
    Situated in Terminal 4, this lounge is open from 5 a.m. to 10 p.m. daily. It offers a range of premium amenities, including locally inspired cuisine, a full-service bar, and various relaxation areas designed to enhance the travel experience for high-value passengers.
  4. Platinum Services at Dublin Airport (DUB): This is a private terminal that offers bespoke services to premium travelers. It was initially designed for commercial general aviation passengers but has since expanded its offerings. The service includes a separate entrance to the airport, a private terminal building, premium parking, private and discreet fast-track check-in and security screening, luxury individual lounges, and chauffeur-driven limousine service to the aircraft.
  5. London Heathrow Airport (LHR) offers a complimentary Personal Shopper experience that elevates the travel journey for all passengers. Available with just 48-hour notice, this service pairs travelers with accredited international stylists who provide personalized shopping assistance across all terminals.

    The experience begins with a pre-travel consultation to discuss preferences and continues in dedicated lounges where shoppers can relax with champagne while browsing pre-selected items. Additional perks include terminal transfers for cross-terminal shopping and options for purchase collection or home delivery. This luxury service not only saves time but also adds a VIP touch to the airport experience, making it a unique offering in the realm of airport retail.

These premium offerings reflect the changing landscape of luxury travel, where high-end travelers increasingly seek personalized, efficient, and indulgent experiences. With the number of ultra-high-net-worth individuals projected to grow at an annual rate of 5.8% through 2030, airports are positioning themselves to capture this lucrative market by providing unparalleled luxury services.

Key Takeaways: The Future of Air Travel Experience

  1. Passengers prioritize efficiency in their travel experience, with a strong desire for reduced wait times and streamlined processes.
  2. Technology integration, particularly biometrics and AI is crucial for enhancing the overall travel experience.
  3. Airports are becoming destinations in themselves, offering unique retail, dining, and entertainment options to elevate the travel experience.

As the aviation industry continues to evolve, airports that prioritize travel experience innovations will lead the way in shaping the future of the air travel experience. The journey ahead promises to be as exciting as the destinations themselves, with each airport striving to offer a travel experience that is not just a means to an end, but a memorable part of the adventure.

Next Steps

Transformidy is available to help you understand your brand, company, or agency’s value proposition and maximize your customer experience strategy for business growth, engagement, and satisfaction.

Contact us or set up a 30-minute complimentary consultation for more information on our services, insights, or showcases. We look forward to hearing from you.

*The ACI World Traveller Survey, conducted annually by Airports Council International (ACI), is a comprehensive global study that captures the pulse of air traveller preferences, behaviors, and expectations. With a history spanning over a decade, this survey has become a cornerstone for aviation industry insights, guiding airports, airlines, and policymakers in shaping the future of air travel. The 2024 edition of the survey is particularly significant, as it reflects the first full year of post-pandemic recovery and the evolving priorities of travellers in this new era.

Gathering data from thousands of passengers across diverse demographics and geographies, the 2024 survey explores critical areas such as technology adoption, sustainability concerns, retail preferences, and the increasing demand for personalized experiences. This year’s findings not only highlight current travel experience trends but also provide a roadmap for the aviation industry to innovate and adapt to the changing landscape of global travel.

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