Global travelers are reporting the highest levels of airport satisfaction ever recorded¹, but they’re also sending a clear warning: airports that fail to meet the demands of modern, high-value travelers may be jeopardizing their most critical source of revenue.

The latest edition of the Airport Experience (AX25) research from Airport Dimensions, based on insights from over 10,000 regular travelers² across 16 countries, reveals that 79% of passengers are satisfied with their airport experience, a 9-point jump from last year. 59% believe airports offer value for money, suggesting room for improvement when it comes to pricing transparency and retail models. Unfortunately, nearly two-thirds (66%) say airports feel more crowded, putting pressure on airports to evolve or risk being left behind.

A power player is emerging in the travel economy: the Affluent Leisure Traveler (ALT). This group, which represents 42% of the research base, travels more, spends more, and expects more. Despite accounting for less than half of respondents, ALTs drive 81% of declared airport spend, making them the most important traveler segment for future airport growth.

Mignon Buckingham, CEO of Airport Dimensions, said: "The Affluent Leisure Traveler represents a growing and influential segment of today’s airport audience. While they may not yet dominate every market, their behaviors are setting a new benchmark for what many travelers now expect - more choice, more comfort, and experiences that feel truly worthwhile. This group is showing a clear willingness to spend when the offer aligns with their values and lifestyle. For airports, it’s a timely opportunity to reimagine the journey with these travelers in mind - not at the expense of others, but as a way to raise the bar for everyone."

Airports Must Adapt to Thrive Amid Growth and Crowding 

The AX25 findings land at a time when the aviation industry is poised for further growth, with global passenger traffic expected to more than double by 2053³. But physical airport capacity growth isn’t keeping pace. Space constraints, especially in mature markets, are driving a surge in traveler anxiety around congestion and comfort. Airports are being forced to ask: how can we grow, when we can’t build? 

The research may reveal the answer: 62% of all travelers are willing to pay for premium services to improve their experience in crowded terminals. This rises significantly among ALTs and in growth markets like India, Vietnam, and China - signaling strong demand for fast-track lanes, exclusive lounges, and other experience-led services.

Flexibility and creative use of space also offer a practical solution. Travelers are highly receptive to new concepts like pop-up lounges (38%) and local pop-up retail (36%) in underutilized areas of the terminal - innovations that not only help to alleviate crowding but also unlock fresh revenue streams. Traditional retail concepts, by contrast, lag in traveler preference.

Lounge Access is Becoming a Must-Have, Not a Nice-to-Have 

Once the reserve of elite business travelers, lounges are now firmly part of the mainstream travel experience. 42% of all respondents accessed a lounge in the last year, with Millennials now the dominant generation among lounge users.

Membership via premium credit cards and programs like Priority Pass is booming, and travelers are showing loyalty with their wallets. 97% of program members say they are not prepared to give up lounge access if it was removed from their benefits. If this benefit was cut by their provider, 45% say they’d switch banks, and 33% would pay per visit - a clear signal of just how vital lounges have become to the airport value proposition.

Digital Tools and Loyalty Programs Still Underleveraged 

Despite travelers’ increasing comfort with digital services, awareness and usage of airport-provided tools - from e-commerce to loyalty apps - remains underwhelming. Yet 73% say loyalty programs encourage them to spend more, and 83% say better pricing would encourage digital purchases.

56% of travelers want a single airport app to manage services, wayfinding, and purchases - indicating high demand for seamless, digital-first experiences that streamline the journey and reduce friction.    

In markets like India, China, and the UAE, travelers report both high awareness and strong willingness to adopt digital services, Further to this, 91% of loyalty program members in China say their participation positively influences their airport spend - the highest figure across all markets surveyed.

The opportunity is ripe for airports to digitize engagement and deliver tailored value, particularly to ALT travelers. With airline loyalty programs in decline, airports can step into the void and create direct, high-value relationships with frequent travelers.

Is It Worth It? 

Concerns of value for money at the airport are growing. While overall satisfaction with the airport experience is rising, AX25 reveals that fewer travelers (59%) feel they get good value. Indeed, value for money was the highest scoring areas of dissatisfaction (21%) with travelers. Making this one of the most significant pain points across the journey. 38% of travelers say price parity with off-airport options would encourage them to spend more. As travelers become more informed and price-aware, especially with the rise of digital comparison tools, they’re less willing to accept higher pricing at airports without a corresponding increase in quality or convenience.

To close this value gap, airports need to focus on smarter pricing strategies, offering greater value and more visible benefits. Digital tools can play a vital role here - from personalized promotions and price-matching offers to bundled services that enhance perceived value. By using data to tailor rewards and offers, airports can turn everyday transactions into meaningful experiences that feel both exclusive and rewarding.

A Turning Point for Airports 

AX25 paints an optimistic picture - record-high satisfaction, growing traveler engagement, and an emerging class of high-value experience seeking passengers. But this progress brings a new set of expectations. Travelers are redefining what value, comfort, and service look like in today’s airports.

Meeting this moment isn’t about radical reinvention - it’s about smart evolution. Airports that act now to understand and engage their most valuable travelers, optimize underused space, and modernize digital and loyalty offerings will be best positioned to lead in a more competitive, experience-driven future.

In a world of rising expectations and limited expansion opportunities, the airports that thrive will be those that adapt with agility and purpose.

¹ Since Airport Experience research began in 2014

²All respondents in the survey are classed as regular travelers, defined as those who have taken a minimum of two return trips in the last twelve months. This means they offer robust feedback based on multiple trips and airport experiences.

³ Airports Council International (ACI) World's Airport Traffic Forecasts 2024–2053