Global travellers are signalling a shift toward deeper, digital-first relationships with airports. According to the latest Airport Dimensions’ Airport Experience (AX26) research, 77% of travellers now want a single digital platform to unify their journey, with 30% indicating that such a platform would directly encourage them to spend more.
The study, based on insights from over 11,000 regular global travellers, highlights a significant opportunity for airports to move beyond transactional interactions. While only 30% of travellers currently have an active relationship with an airport, rising to 48% among Affluent Leisure Travellers (ALTs), there is a high appetite for engagement: 71% see value in reward-based programmes, and 83% view proactive access to flight data as a direct enhancement of their experience, especially when delivered in advance of travel.
This demand for a digital partnership coincides with record-high airport satisfaction levels of 82%, driven largely by Millennials and Gen Z (both at 84%). The data underscores a clear commercial link: nine out of 10 highest spenders report enjoying their airport experience.
Mignon Buckingham, CEO of Airport Dimensions, said: “Our latest AX research signals an evolution in the traveller’s relationship with the airport. We are moving away from a fragmented, day-of-travel transactional model toward a more continuous, supportive, and valued partnership. Travellers are clearly asking for a joined-up journey, they want choice and control at their fingertips accessible on their phone.
“The opportunity for airports is to lead the orchestration of this journey by building high-trust digital relationships that begin long before the passenger reaches the terminal. By shifting engagement earlier, offering support and delivering proactive, personalised communication, airports can transform the passenger experience while unlocking significant new revenue growth.”
Affluent Leisure Travellers: the economic engine of the airport
While the AX25 research identified the rise of the ALT, the AX26 certifies the ALT’s dominance of the airport economy. Representing 26% of surveyed travellers, this segment accounts for a staggering 57% of reported spend. The ALT’s willingness to invest in premium retail and experiential moments drives spend levels four times higher than other travellers.
With a satisfaction rate of 89%, ALTs show a deep affinity for elevated environments, most notably the airport lounge, which 75% of ALTs use, making this their natural home within the terminal. ALTs are also highly receptive to digital loyalty, with 48% actively engaging with travel-related digital tools. This creates a strategic window for airports to use data-driven loyalty and recognition programmes to shape decisions and inspire spend before the journey even begins.
The premiumisation ecosystem: A pivot to premium services
Travellers are increasingly prepared to pay for premium experiences with 62% of all travellers, and 69% of ALTs, willing to pay for premium services that offer increased speed and comfort, reshaping expectations across the journey. This premiumisation ecosystem extends beyond the lounge to include services like fast-track security, meet-and-greet services, and premium parking.
Lounge access remains the strongest driver of this trend, many lounge users gain access via bank sponsored membership programmes, however 57% of lounge users say they would pay for access if required. Notably, traveling with family has emerged as a primary motivator for purchasing lounge access, signalling the growing diversity of lounge users.
As expectations rise, moving directly beyond a one-size-fits-all premium model, and instead developing differentiated tiers of lounge experience that align with specific traveller motivations is imperative, particularly in high-growth markets like China, Indonesia, Vietnam, and Saudi Arabia.
Airport satisfaction and the retail effect
Global satisfaction with the airport experience has climbed to 82% – the highest satisfaction level ever measured in the AX research – reflecting a high stakes race to the top of investment and improvement by airport operators.
The future of airport commerce lies in the seamless integration of digital and physical experiences. A large majority of travellers represent an untapped audience for duty-free growth. The data reveals a clear path to conversion: over a third (34%) of travellers are ready to increase their spend in exchange for attractive, value-driven pricing, while 29% are looking for the convenience of digital engagement before they even reach the terminal. By bridging the gap between digital discovery and the physical store, airports can transform the travel journey into a premium retail experience, unlocking new revenue streams and elevated traveller satisfaction.
