Preparing for travel now extends far beyond packing a suitcase and planning itineraries. Airport Dimensions’ latest Airport Experience (AX26) research finds that global travelers expect digital airport engagement to start well before they reach the terminal, and this goes further than simple online check-ins. The ‘first mile’ of the journey is emerging as a critical moment for airport operators to engage with the traveler, provide travel information, services and amenities to create a more profitable and enjoyable airport experience.

Travelers who use digital services ahead of their journeys are significantly more likely to increase airport spending before they arrive as well as once in the airport, making this a vital tool to driving revenue growth.

Airport Dimensions’ research surveyed 11,000 global regular travelers and found that a connected digital ecosystem is key to unlocking increased traveler spend. They are increasingly seeking a fully joined up experience, where practical information and commercial services are seamlessly integrated. Frustrated with an often fragmented digital experience at the airport, 77% are calling for a single digital space to access all services, and 30% of travelers state that this would encourage them to spend more, showing the opportunity for airports to take the lead and create a platform that integrates essential travel information with options to explore retail, food, and other services that drive increased customer spending.

At present only 30% of frequent travelers have an active relationship with an airport, indicating that this is a area for growth. In particular, through the use of digital channels as travelers have a clear preference to receive airport information online compared to other avenues - 77% of travelers want flight and gate information online and 61% want the same for baggage drop off and check in, security and airport lounges.

Travelers also want access to services ahead of their visits which support a better journey, specifically: flight and gate information (43%), airport lounge access (38%) and bag check in, drop off or collection (34%). From the research, it’s clear that travelers value practical information and the convenience of receiving this online before the airport, helping them to feel prepared and removing stress for more a seamless travel experience

This engagement is especially important among high-value regular travelers. Almost half (48%) of Affluent Leisure Travelers (ALT’s) are already signed up to a relationship with airports, and this group spends 36% more on average than other travelers.

Notably, demand for digital engagement is not limited to a single market, but spans globally. For airport lounge access in particular, travelers across a wide range of markets express a strong preference to book ahead of their visit, with the highest levels seen in Saudi Arabia (83%), Brazil (74%), and the Philippines, United Arab Emirates and China (all at 72%).

The research demonstrates that adopting pre-airport digital experiences will have a real commercial impact for airports, especially within retail as 29% of travelers indicate they would spend more if they were given retail offers ahead of their travel.

Mignon Buckingham, CEO of Airport Dimensions, says:

“This year's research shows that the airport experience starts long before arriving at the terminal, leading to a growing opportunity to reach audiences digitally before they arrive. Airports can stay ahead of the curve by combining essential services that support the journey, such as gate information and way finding, with commercial opportunities such as lounge booking, parking and retail and dining offerings within a single digital interface, driving a better experience for the traveler and revenue growth for the airport, creating a win-win solution for all parties.”

As the travel journey continues to evolve, airports that put greater focus on capturing the attention of travelers ahead of airport visits, whilst delivering a better experience via connected digital experiences can meet rising passenger expectations and unlock greater commercial value.

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