Why airports need a strategic approach to deliver exceptional passenger experience

In today’s fast-paced travel environment, airports are no longer just points of transit. They can often be a visitor’s first impression of a country or city, representing an intersection of culture, technology and services that shape the passenger’s overall trip experience, whether they are travelling for business or pleasure. For airports to ensure seamless, intuitive journeys, a comprehensive, human-centred design approach that fuses operational excellence with passenger engagement is essential.

Laying the groundwork for transformation

The first step is not simply hiring the right customer experience team on the ground; it begins much earlier, with rigorous pre-planning that lays the foundation for any successful transformation. This involves collecting extensive data on passengers’ behaviours and identifying pain points at every stage of their journey. Before considering any frontline solutions, advisory teams can conduct comprehensive research to understand passenger segments, motivations and frustrations. In creating a detailed picture of these experiences, they can identify and prioritise opportunities for transformation that cater to all passengers. This work includes creating customer journey maps and designing innovative, customised solutions and processes that address the varied needs of different traveller segments, whether families, business travellers, or solo adventurers.

At Dubai International Airport, for instance, this phase involved a full scale immersion into the passenger experience. ExperienceLab, +impact’s specialist people-centred design and innovation agency observed and interacted with travellers, interviewed airport staff and analysed data to map out every step of the customer journey. Only then could the right solutions be proposed, ensuring they would be both impactful and sustainable. This meticulous groundwork enables airport teams to implement changes confidently, knowing they are rooted in a deep understanding of user needs.

A shared vision across all airport stakeholders 

The operational landscape at major airports is complex, involving multiple stakeholders and a variety of interconnected processes. Here too, the advisory phase is crucial. Advisory businesses must map out and audit existing workflows, uncover inefficiencies and align all stakeholders before recommending any operational changes. Advisory teams act as a unifying force, working collaboratively with airport authorities, security teams, ground staff and retail operators to streamline these systems. This is just one area that benefits from using an advisory business that has operational expertise as they have experience of how things work on the ground.

Operationally, creating a seamless passenger experience on the ground also requires a shared vision that aligns all airport stakeholders. A practical solution lies in developing comprehensive training programmes grounded in the airport’s vision and mission. These should ensure every staff member, from security personnel to guest service ambassadors, understand the core values, objectives and expectations of their role in delivering a cohesive experience.

At London Stanstead Airport, as one example, staff training is tailored to focus on personalised service moments, such as acknowledging families with small children, and supporting first-time travellers or those with hidden disabilities. In collaboration with the Alzheimer’s Society, the airport has trained over 1,000 staff members as Dementia Friends. This initiative equips employees – from security officers to office workers – to recognise and assist passengers with dementia, ensuring a more supportive and personalised travel experience.

Successful tech implementation and humanisation at an operational level

Airports must always strike the right balance between tech-driven efficiencies and human connection. Deploying user-centric design is crucial, and gathering feedback before implementing new processes ensures they are effective and user-friendly.

At London’s Heathrow Airport, for instance, advisory research revealed that while self-service kiosks improve check-in efficiency, many passengers still prefer human interaction when navigating the airport’s complexities. By blending digital solutions with human support, the airport provides an efficient yet personal experience. Similarly, Abu Dhabi’s Terminal A combines advanced technology with trained ambassadors who guide passengers through the terminal, ensuring a smooth journey.

These examples shows that whilst technology is crucial for streamlining operations and enhancing convenience, it is not always the ultimate solution, especially in large-scale environments. Passengers value frictionless journeys over purely digital ones. This insight informs a balanced approach, ensuring that technology is deployed to enhance, rather than replace, the human touch.

Sustainability and inclusivity 

The environmental and social impact of airport service design also cannot be ignored. Sustainability audits must also be integrated into advisory phases to ensure that all initiatives align with global and local environmental standards and regulations. Many airports globally have shown how eco-friendly measures, such as energy-efficient terminals and inclusive design features, contribute to long-term operational success and don’t need to sacrifice service quality. By investing in green infrastructure and prioritising inclusivity, airports can meet the needs of modern travellers while minimising their environmental footprint. We at +impact have a dedicated team of sustainability experts within our Climatize division to ensure the environment impact is considered from the outset.

Overall, the art of elevating passenger experience lies in blending human-centred design with operational expertise. This requires extensive pre-work, from data gathering and persona development to operational audits and stakeholder alignment. By laying a solid foundation, airports can scale solutions effectively, ensuring that every passenger, from the frequent flyer to the first-time visitor, has a memorable and efficient journey.