New study by Airport Dimensions reveals rise in overall traveler satisfaction with airport experience
A comprehensive study of more than 6,000 travelers conducted by global airport lounge and travel experience leader Airport Dimensions has found that more passengers were satisfied with their experience at the airport, in spite of the challenges presented by the COVID pandemic.
In its ‘Tomorrow’s Traveler, Tomorrow’s Airport Experience’ research, Airport Dimensions surveyed travelers about their current journey through the airport and asked what changes they would like to introduce in order to improve their experience.
The study revealed that 62% of travelers considered the airport an important and enjoyable part of their journey, up 2% from figures recorded in 2019. The number of dissatisfied airport travelers also fell from 14% to 12% in the same period, suggesting that while there is less travel, people making journeys are having a better overall experience despite the challenges of COVID-19.
However, the research also highlighted a major gulf in satisfaction levels between different regions and age brackets. For example, 86% of travelers from Singapore were satisfied with their overall airport experience compared to just 48% of Spanish travelers. More work was also needed to meet the needs of older passengers, with millennial and Gen Z passengers almost twice as likely to enjoy the airport experience compared to those aged 76 and over.
Of the elements that would help enhance their journey through the airport, more comfortable seating areas was the most popular choice among all respondents (80%), followed by the option to have a queue-free airport journey from arrival to departure (78%) and more public transportation options (73%).
While satisfaction levels for airport services were higher at landside (72%) and at gate (73%), there was room to improve the passenger experience during the middle of the airport journey – with satisfaction levels lower at departures (64%) and around facilities (52%). Respondents were also generally dissatisfied with value for money in retail and dining establishments (24%), WiFi speed and reliability (14%) and entertainment options (14%). Airports were advised to address these issues in order to maximize revenue opportunities and offer more incentives for passengers to spend.
Stephen Hay, Global Strategy Director at Airport Dimensions, said; “For five years now, Airport Dimensions has been researching and tracking how travelers feel about the airport experience and looking closely at their behaviors, needs and aspirations. With the green shoots of recovery beginning to show following the pandemic, we’re very keen to understand how this has influenced those needs and behaviors and, in turn, how these will shape the airport of tomorrow. We hope this research will offer a glimpse into the future trends that will create new revenue opportunities for airports and fresh experiences that will leave travelers happy, satisfied and looking forward to their journey.”
The study also covered key issues relating to pre-booking of airports services, attitudes towards travel retail, and the level of communication between airports and travelers. More detail on the findings around these and other crucial elements of the airport passenger experience will be shared soon.
About Airport Dimensions
Airport Dimensions wants travelers to value their time at the airport. The company continuously seeks ways to open new dimensions in customer engagement - using a mix of enriching physical experiences and innovative digital services. From comfortable lounges to restful sleep pods, and convenient food ordering to contactless collection of duty free, Airport Dimensions helps improve the traveler experience while critically helping airports maximize non-aeronautical revenue opportunities, retain airlines, and become more competitive.
Airport Dimensions has a rapidly growing network of locations at the world’s leading airports across the United States, United Kingdom and Middle East. Under its brands The Club, Club Aspire, Chase Sapphire LoungeSM by The Club, No1 Lounges, sleep ’n fly and Ambaar Club, Airport Dimensions provides award-winning hospitality services tailored to the specific needs of passengers and currently provides value-added experiences for over 50 airport and airline partners.
Airport Dimensions entered the South American lounge market for the first time earlier this year with the launch of a new brand called Ambaar Club, in partnership with Ambaar Lounge. Another notable development in 2021 was the launch of Chase Sapphire LoungeSM by The Club, in partnership with JPMorgan Chase. Airport Dimensions recently acquired the prestigious No1 lounges portfolio, as well as sleep lounge expert sleep ’n fly, which offers travelers a personal space for a peaceful sleep.
Using the latest technologies, Airport Dimensions has invested in driving revenue growth for airports and increasing traveler satisfaction with the launch of its first digital service Connecta – a one-stop e-commerce and passenger loyalty platform.