In a recent conversation with Asian Aviation, Errol McGlothan, Chief Operating Officer at Airport Dimensions, explores how customer experience is emerging as APAC’s next major growth driver, from rising demand for premium hospitality to the growing role of digital engagement across the airport journey.

Travelers today increasingly find their airport experience to be an integral part of their holiday, particularly in Asia-Pacific’s fastest-growing markets where customer satisfaction is driven by growing premium services and increased digital engagement.

Airport Dimensions’ latest Airport Experience (AX26) research surveyed over 11,000 travelers across 17 key markets to better understand what travelers value most at the airport, exploring similarities and differences across consumer demographics and regional markets, supporting airports and its partner businesses. It has found that competitive advantage in Asia-Pacific is ultimately shifting toward customer experience. Airports that effectively interpret passenger behaviors, needs and preferences enhance satisfaction while opening up new revenue opportunities.

Asia-Pacific’s appetite for growth

As found in the AX research, it’s clear that APAC markets have the strongest engagement with premium services, a trend that continues to grow. Airport lounge usage in the region significantly outperforms global benchmarks, led by Vietnam and India, where 73% of travelers in each market utilize airport lounges – far higher than the 52% global average. Notably, Vietnam recorded the highest growth, with lounge usage rising 20% year-on-year.

Airport spend across APAC markets ranks among the highest in the world, with Beijing and Singapore standing out in the global top five. Travelers in these hubs spend an average of $168 and $123 respectively, well above the top 21 market average of $94. The spend is highest amongst Affluent Leisure Travelers (ALTs) who represent a high-value consumer segment. Globally, they compromise just a quarter (26%) of travelers, but they are responsible for over half (57%) of the total reported airport spend. Travelers based in China show the largest gap between ALT and non-ALT spending, with ALTs spending an average of $292 more. This highlights the region’s strong appetite for airport retail, hospitality and entertainment and the value of engaging this audience to unlock further growth in APAC.

Asia-Pacific’s desire for premium services

The research shows that APAC travelers are especially willing to loosen the purse strings for upgraded services. 90% of travelers in China and Indonesia consider paid lounge options, significantly higher than the 82% global average. There’s also a real appetite in APAC for specialized hospitality within airport lounges – 70% of travelers in both Indonesia and Vietnam would pay for premium food menus and services, significantly outpacing other markets, like Germany (41%) and the UK (51%).

There’s also a desire to blend shopping with leisure and convenience in the region with 72% of travelers in India and 72% in China who would like to shop for Duty Free from within the lounge, showing the opportunity for growth in this space.

Asia-Pacific's digitally-savvy travelers

Demand for digital solutions has gained traction, with travelers in China (69%) and India (59%) more likely to access airport services online, beating the global average (42%). Additionally, many travelers prioritize pre-journey engagement to feel best prepared for a seamless airport experience, with the highest globally found in the Philippines (40%) and Vietnam (31%).

There is a 77% global demand for a single airport digital tool that integrates lounge booking with other services, travelers say this would encourage them to spend more, highlighting a clear opportunity for airports to grow.

The AX26 research demonstrates that airports can unlock real revenue by meeting demand for premium hospitality and experiences. Looking ahead, success will rely on integrating digital tools to support pre-booking and convenience, as well as incorporating experiential lounge retail offerings to cater to the unique preferences of the APAC traveler.

To download the full AX26 research or learn how Airport Dimensions is helping airports prepare for the future of travel: