Annual Global Traveler Insight
The Airport Experience Study 2026
The Airport Experience Study 2026
This year’s Airport Experience Study, AX26, reveals a global airport landscape undergoing rapid transformation. Driven by evolving traveler expectations, rising satisfaction levels, and a fundamental shift in how passengers spend their time and money, the airport experience is being redefined.
Now at an all-time high, driven by major improvements in infrastructure, service quality, and digital enablement, with APAC and Middle Eastern hubs leading the way.
Affluent Leisure Travelers make up just over a quarter of passengers, yet generate a disproportionate 57% of total airport spend, making them the economic engine of the modern airport.
Airport lounges have become the anchor of the new premium era, fueled by younger travelers, diversified access models, and the expansion of bank and network-led membership programs.
Retail is rebounding from its post-pandemic dip and remains a key driver of airport spend, but travelers are increasingly seeking more than traditional duty-free experiences.
Reducing fragmentation across the digital journey is now critical, as travelers increasingly expect a single app to unify and simplify the airport experience.
Premiumization is accelerating, as travelers show a growing willingness to pay for enhanced experiences, from lounges and fast track to meet and greet and premium retail.
Discover What Global Travelers Truly Value
Now in its 12th year, the Airport Experience research program explores how the role of the airport is evolving. AX26 draws on insights from more than 11,000 travelers across 17 markets, revealing how passengers spend, what they value, and how expectations are shifting, helping airports and partners unlock new opportunities to drive satisfaction and commercial performance.
The AX26 study identifies the key trends shaping the next phase of the airport experience. Together, they reflect a shift toward more personalized, connected, and value-driven journeys.
Traveler satisfaction has reached record highs, reflecting the tangible impact of airport investment and the industry-wide focus on elevating the passenger experience. Younger travelers and higher spenders are leading this surge, fueling growth for airports worldwide.
The Affluent Leisure Traveler (ALT) is rapidly becoming the most influential segment in the airport ecosystem. Comprising just 26% of surveyed travelers, they nonetheless account for 57% of reported spend, making them the economic engine powering the modern airport.
Growing traveler demand for premium experiences and services is reshaping expectations across the airport journey, with passengers increasingly willing to pay for services that offer speed, comfort, and elevated interactions.
Travelers are open to deeper, ongoing and digital relationships with airports. If executed well, that relationship can deliver a seamless and joined-up journey for passengers along with revenue growth for the airport.
Airport retail has rebounded following recent declines, now accounting for 33% of total airport spend, with duty free contributing 24%. This reflects year‑on‑year growth as travelers re‑engage with shopping at the airport, but travelers are also looking for a new and different experience.
Traveler perceptions of airport value for money are improving, but significant gaps remain across services and regions. Driving better perceived value is key to unlocking growth in spend.
Airport lounge usage has grown significantly, with 52% of surveyed regular travelers using lounges when they travel, an increase of 11% year on year driven largely by strong uptake in the US, KSA, and Vietnam. This rising demand reflects the broader democratization of lounge access.
AX26 highlights a new phase in the evolution of the airport experience. As satisfaction reaches new highs, traveler expectations are evolving just as quickly, with passengers becoming more deliberate in how they spend their time, engage with services, and define value.
For airports and partners, this creates a clear opportunity. The focus now is on turning insight into more connected, personalized and commercially effective experiences that will define the next generation of the airport experience.
As our most comprehensive study to date, AX26 provides a detailed view of the behaviors and trends driving this shift, offering a clear roadmap to help the industry unlock greater value from every passenger journey.
Related Stories and Perspectives
AUG 2026
AUG 2026
JUL 2026
JUL 2026
This year’s Airport Experience Study, AX26, reveals a global airport landscape undergoing rapid transformation. Driven by evolving traveler expectations, rising satisfaction levels, and a fundamental shift in how passengers spend their time and money, the airport experience is being redefined.
Now at an all-time high, driven by major improvements in infrastructure, service quality, and digital enablement, with APAC and Middle Eastern hubs leading the way.
Affluent Leisure Travelers make up just over a quarter of passengers, yet generate a disproportionate 57% of total airport spend, making them the economic engine of the modern airport.
Airport lounges have become the anchor of the new premium era, fueled by younger travelers, diversified access models, and the expansion of bank and network-led membership programs.
Retail is rebounding from its post-pandemic dip and remains a key driver of airport spend, but travelers are increasingly seeking more than traditional duty-free experiences.
Reducing fragmentation across the digital journey is now critical, as travelers increasingly expect a single app to unify and simplify the airport experience.
Premiumization is accelerating, as travelers show a growing willingness to pay for enhanced experiences, from lounges and fast track to meet and greet and premium retail.
Discover What Global Travelers Truly Value
Now in its 12th year, the Airport Experience research program explores how the role of the airport is evolving. AX26 draws on insights from more than 11,000 travelers across 17 markets, revealing how passengers spend, what they value, and how expectations are shifting, helping airports and partners unlock new opportunities to drive satisfaction and commercial performance.
The AX26 study identifies the key trends shaping the next phase of the airport experience. Together, they reflect a shift toward more personalized, connected, and value-driven journeys.
Traveler satisfaction has reached record highs, reflecting the tangible impact of airport investment and the industry-wide focus on elevating the passenger experience. Younger travelers and higher spenders are leading this surge, fueling growth for airports worldwide.
The Affluent Leisure Traveler (ALT) is rapidly becoming the most influential segment in the airport ecosystem. Comprising just 26% of surveyed travelers, they nonetheless account for 57% of reported spend, making them the economic engine powering the modern airport.
Growing traveler demand for premium experiences and services is reshaping expectations across the airport journey, with passengers increasingly willing to pay for services that offer speed, comfort, and elevated interactions.
Travelers are open to deeper, ongoing and digital relationships with airports. If executed well, that relationship can deliver a seamless and joined-up journey for passengers along with revenue growth for the airport.
Airport retail has rebounded following recent declines, now accounting for 33% of total airport spend, with duty free contributing 24%. This reflects year‑on‑year growth as travelers re‑engage with shopping at the airport, but travelers are also looking for a new and different experience.
Traveler perceptions of airport value for money are improving, but significant gaps remain across services and regions. Driving better perceived value is key to unlocking growth in spend.
Airport lounge usage has grown significantly, with 52% of surveyed regular travelers using lounges when they travel, an increase of 11% year on year driven largely by strong uptake in the US, KSA, and Vietnam. This rising demand reflects the broader democratization of lounge access.
AX26 highlights a new phase in the evolution of the airport experience. As satisfaction reaches new highs, traveler expectations are evolving just as quickly, with passengers becoming more deliberate in how they spend their time, engage with services, and define value.
For airports and partners, this creates a clear opportunity. The focus now is on turning insight into more connected, personalized and commercially effective experiences that will define the next generation of the airport experience.
As our most comprehensive study to date, AX26 provides a detailed view of the behaviors and trends driving this shift, offering a clear roadmap to help the industry unlock greater value from every passenger journey.
Related Stories and Perspectives
AUG 2026
AUG 2026
JUL 2026
JUL 2026
