Airports Lead on Customer Experience as Passenger Volumes Near 10 Billion

Global passenger volumes are forecast at 9.8 billion in 2025 with a projected rise to 10.2 billion in 2026, a growth trajectory that places acute operational and service pressure on airports while customers report rising satisfaction in live surveys.

How ACI Measures Passenger Experience

У "The ASQ (Airport Service Quality) programme, operated by Airports Council International (ACI) World in partnership with SITA, gathers feedback directly from travellers at departure and arrival gates. Surveys are administered across all operating hours and seasons using a scientifically designed sampling methodology, which allows ASQ to capture passenger sentiment in real time and benchmark performance across multiple dimensions.

Core Dimensions and Methodology

The ASQ survey focuses on operational touchpoints that matter for tourism and transit flows. Key dimensions include:

• Arrival and departure processing (immigration/customs efficiency)
• Security waiting times and perceived staff helpfulness
• Cleanliness and terminal comfort
• Retail and food & beverage proponowania
• Wayfinding and signage to connect travellers to onwards transport and local experiences
• Overall satisfaction and likelihood to recommend

Typical ASQ Survey Metrics (Illustrative)

Key Takeaways from the 2025 Awards

The 2025 ASQ Customer Experience Awards highlight airports that consistently deliver higher satisfaction scores across these dimensions. Notably:

• Airports are increasingly matching or exceeding service standards typically seen in hospitality and retail sectors.
• High-scoring airports demonstrate strong investments in staffing, passenger flow engineering, and passenger-facing technology.
• Improvements in wayfinding, terminal comfort, and retail mix directly support tourism by shortening friction points between arrival and local experiences.

Operational Responses Driving Better Scores

Airports that climb the rankings tend to adopt a mix of measures: real-time queue monitoring, targeted staff training for peak periods, modernisation of baggage handling, and partnerships with local tourism providers to create seamless transfer-to-experience pathways. Such measures not only reduce dwell-time frustration but also enable travellers to begin their cultural programmes sooner.

What These Awards Mean for Tour Operators and Travellers

From a tourism perspective, an improved airport experience can increase the likelihood of shorter transit times, higher spending at local businesses, and better first impressions on arrival. Tour operators and destinations should watch ASQ outcomes to identify gateway airports that make efficient connectors for curated itineraries, city breaks and multi-destination trips.

Practical Implications for Planning Trips

When creating travel plans or packaging experiences, consider these points:

• Choose flights through airports with strong ASQ ratings to minimise transfer risk and stress.
• Factor in terminal amenities—good retail and F&B offerings can be used for comfort breaks or last-minute purchases.
• Work with local providers to build a cultural program that starts the moment the passenger clears arrivals—this approach enhances the overall holiday product.

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At a glance, the ASQ Awards underscore that airports aren't just transit nodes but active contributors to the travel experience. Improved passenger processing, cleaner and better-signed terminals, and hospitality-minded staff all boost tourism outcomes and support a wider range of services—from adventure activities and safari tours to museum tours with live guides. However, even the best reviews and the most honest feedback can’t substitute for personal experience. On GetExperience, you book experiences from verified providers at reasonable prices, empowering you to make informed choices without unnecessary expense or disappointment. Book now. GetExperience.com

In summary, rising passenger satisfaction against a backdrop of nearly 10 billion annual travellers highlights the strategic role of airport service design in tourism. High ASQ scores reflect investments in operational efficiency, customer-facing staff, and passenger amenities that help connect arrivals quickly to local offerings. For travellers and tour designers alike, selecting airports with strong customer experience metrics supports better travel experiences, whether planning luxury adventure travel experiences, eco-friendly wildlife safaris, cruise packages, exclusive yacht charters for events, adventure rafting trips for beginners, online virtual tours, interactive online cultural workshops, museum tours with live guides, beginner esports coaching sessions or professional esports training programmes. These choices translate into smoother journeys and richer on-ground time—key to unforgettable travel experiences.