New research from Airport Dimensions is has identified a divide in the way generations engage with airports and the differing value they bring to the travel ecosystem. More than a quarter (26%) of the boomer generation prefer to head directly to the gate and wait (i.e. gate hugging), rather than spending time and money in shops, restaurants and bars. This is compared to more than half of millennials (57%) who usually shop or spend time in bars and restaurants, according to the latest edition of Airport Dimensions’ Airport Experience (AX26) research.

The research, based on insights from over 11,000 global regular travelers about their airport experiences, identified the reason for boomers’ lack of willingness to spend in airports is down to a perceived lack of value for money, with only a third (36%) of boomers believing airports offer value for money, compared to two thirds (64%) of Gen Y and Z.

A stagnating experience for “gate hugging” boomers

While satisfaction levels among younger travelers (i.e. Gen Y and Z) have surged to 84%, boomer satisfaction has remained flat over the last three years at just 72%. This is driven by boomers’ lack of interest in engaging in the all-round airport experience, given they spend so much time gate hugging and/or simply sitting around in public seating (16%).

In addition, older travelers are much less inclined to engage with airports digitally, which is detracting from their overall experience, as airports continue to drive integrated experiences. Only 40% of boomers are likely to access online airport services, compared to almost two thirds (62%) of younger travelers, while a quarter (25%) of boomers avoid digital purchasing channels entirely, a stark contrast to the mere 6% of younger travelers who avoid it. Only 22% will access services before arriving at the airport, compared to a third (34%) of younger travelers.

Functional over frills: Where airports can still win

Despite the disconnect, the research suggests airports should not yet "retire" their boomer strategy, but should instead pivot to functional utility and find new ways of driving boomer engagement and revenue.

Boomers reported high satisfaction with "the basics": ease of navigation (84%), cleanliness (88%), and Wi-Fi (71%). Crucially, the gap between generations narrows significantly when it comes to functional services – 62% of boomers recognize that better access to flight and gate information would support their journey, outperforming younger travelers (53%).

Furthermore, boomers showed equal receptiveness as younger travelers to a single airport mobile app providing access to all services. This suggests that while boomers reject "frills" and complex digital propositions, they crave a streamlined, functional and easy to use digital tool.

Using digital tools – such as a single airport mobile app – can prove pivotal to deliver a perceived better value for money as this will allow airports to engage and communicate value propositions across the entire traveler journey. In addition, they can be adapted as a way for older travelers to support greater journey assurance, for example easy-to-use navigational tools giving them the confidence to cut down their gate hugging; and delivering more targeted value, promotions and bundled propositions that would encourage spend in areas that resonate with this audience.

Mignon Buckingham, CEO of Airport Dimensions, said: “Airports are rightly designing for tomorrow’s traveler - but they shouldn't overlook the older generation, who often hold significant spending power. Their expectations are simple: a smooth, uninterrupted journey to the gate. That clarity represents a major, untapped revenue opportunity. The key is designing for different demographics in distinct ways, while keeping every touchpoint part of one seamless, unified travel experience. Engage them on their terms, and airports can boost both satisfaction and spend - it just may look different from what younger travelers want.”

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