As we turn the corner on COVID-19, airports are putting increasing effort into meeting passenger demands that have evolved with experience of the pandemic. But the traveler of the future will demand more from their airport experience than ever before. That’s the overriding message coming from Airport Dimensions’ latest research, which surveyed more than 6,000 global travelers to gain a better understanding of their current and future expectations from their airport journey.

The results of the survey have certainly been eye-opening. First, the good news – 62% of respondents see the airport is an enjoyable and important part of their overall journey, an increase of 2% from our 2019 research. The number of travelers dissatisfied with the airport experience also fell from 14% to 12%, hinting that the majority of those that have continued to travel during the pandemic have enjoyed their airport experience.

However, the research also highlighted how airports must adapt quickly to meet future traveler demands, some of which have changed dramatically. Even attitudes to the airport layouts we have come to expect as standard have morphed – for example, nearly three quarters of travelers (72%) are in favor of replacing commercially important retail space with other facilities such as more seating areas or bars and restaurants. Convenience and the role of digital is also a clear priority, with 71% of travelers agreeing that the ability to access airport services using a single app would improve their experience.

Airports will also need to work harder to build relationships with travelers and maintain customer loyalty. The research revealed 13% of travelers have dropped out of their frequent flyer program relationships, while 26% have no form of interaction with airports at all before, during or after their journey. While we have some seen some improvements in this area in recent times, airports must now make better use of the intelligence and insights they have to develop clearer dialogue and more tailored communications with individual travelers.

Delving deeper into the research, four clear trends have emerged that we believe will be key to enhancing the airport experience in the future. The digital journey will arrive, with airports operating in a single digital ecosystem that will support both its operational and commercial needs. The airport retail and commercial landscape will also change, becoming more digitally enabled, more experiential and delivering more immersive experiences that will bring brands to life in new, exciting ways for travelers.

At the same time, we see the emergence of a two-tier airport with new and enhanced services offering differentiated convenience, comfort and priority for travelers willing to pay a little bit more. And finally, airports will play an increasingly important role in providing a safe and sustainable experience, providing a wider range of health and wellness services and offering greater support to and integration with their local communities.

This research has given a glimpse into an exciting future ahead, one where airports are able to fully utilize the creative and innovative tools at their disposal to elevate the traveler experience to new heights. To turn this into a reality, we as an industry must work even harder to better understand the desires and aspirations of our customers. But understanding and responding to these changes will represent opportunities for airports to do better, and delight more. It will enable us to make targeted changes and introduce more relevant and accessible services, leading to happier travelers who will spend more time and money in the airport space.