All inclusive

Joe Bates takes a closer look at a host of new initiatives and services focused on making airport journeys easier and more enjoyable for all.

Not every airport might know it or even appreciate it, but they are very much in the hospitality business, and the better job they do at looking after their guests the better they may fare in terms of customer satisfaction, traffic growth and revenue.

When most people think of the hospitality business they invariably think about hotels, restaurants and entertainment venues, all of which are now commonplace at airports.

Entertainment? Today’s airports regularly host music events and many boast museums, art galleries and exhibitions, while some have their own cinema, gaming venues, a rock-climbing wall and even an outdoor winter ice rink.

This article covers some of the ways airports have upped their hospitality game in the first quarter of 2026.

EMBRACING HOSPITALITY AT JFK’S TERMINAL 4

The operator of Terminal 4 at John F Kennedy International Airport has partnered with Hospitality Quotient to launch a comprehensive hospitality training programme for the thousands of employees who work at the terminal.

This partnership is in support of operator JFKIAT’s T4 North Star programme, the strategic vision for T4 as the terminal undergoes a $1.5 billion transformation.

According to JFKIAT, the many components of this initiative will “evolve every aspect of T4 to stand as a truly world-class air terminal with an enhanced hospitality culture, achieving the Port Authority’s larger vision for JFK Airport”.

JFKIAT’s partnership with Hospitality Quotient – a hospitality advisory from the team at Union Square Hospitality Group (USHG) – will focus on refining and activating the T4 State of Mind, JFKIAT’s hospitality-centred training and engagement programme for all terminal employees.

The programme, says JFKIAT, will empower staff with key hospitality traits and behaviours that elevate daily operations, helping employees take pride in their roles, understand the difference they can make, and fully realise their contribution to the central mission of the T4 North Star.

Training will focus on setting a new level of service standards, strengthening emotional intelligence skills to provide authentic, personable interactions, and harnessing the power of the T4 community to deliver a seamless and welcoming experience to the nearly 80,000 passengers who travel through T4 every day.

Moving forward, JFKIAT and Hospitality Quotient will also work together on creating a model for future recruitment at T4, informed by the T4 State of Mind and the skill sets necessary for this new standard of customer service at the terminal.

“The T4 State of Mind embodies the core of our identity as a terminal, blending New York City’s ambition and resilience with the T4 community’s bold spirit of ingenuity,” says JFKIAT CEO, Roel Huinink.

“As we continue to bring the transformation of T4 to life, our focus on exceptional service, authentic hospitality, and the strength of our T4 community will set a new standard for customer service.”

While USHG founder and executive chairman, Danny Meyer, notes: “We’ve long known that the power of hospitality extends far beyond the restaurant industry.

“Thoughtful hospitality can transform every interaction into something meaningful and memorable. At JFK’s Terminal 4, it is helping team members create moments of connection that passengers remember long after they reach their final destination.”

HEARING AID AT FRANKFURT AIRPORT

Frankfurt Airport has become the first airport in the world to trial new Bluetooth enabled technology that broadcasts in terminal announcements directly to passengers’ own hearing aids, earbuds and smartphones.

GN Hearing, the creator of the new Auracast technology, believes that it marks an important step towards making air travel less stressful and more inclusive for everyone, especially the almost one in five people – the equivalent of more than 1.5 billion people globally – who live with hearing loss.

Auracast broadcast audio is a Bluetooth capability that turns public sound into a direct audio stream that people can tune into with their own devices.

As a result, instead of struggling to hear announcements over background noise, travellers can simply connect and listen as if they were taking a phone call or listening to music on their personal device.

The new solution has been installed at gates A16 and A17 in Terminal 1 and will be trialled at FRA until the end of March. The trial is part of a Distr@l‑funded digital-accessibility initiative. Distr@l is a public funding programme from the German state of Hesse that supports innovative digital projects and collaboration between research and industry. The project is led by Sitting Technologies together with Fraport and the Frankfurt University of Applied Sciences.

Alexander Laukenmann, Fraport’s senior executive vice president of aviation, notes: “As the airport operator, we want our passengers to have a comfortable and relaxing stay at our terminals. By bringing clear, personalised announcements directly into passengers’ own hearing devices, we are offering another attractive service to our customers while at the same time taking an important step towards a more inclusive airport.”

TAV OPERATIONS PARTNERS WITH KEPLER CLUB

Hospitality provider TAV Operation Services (TAV OS) has signed a partnership agreement with Kepler Club, an innovator in technology-enabled rest solutions.

It states that the collaboration reflects a shared ambition to explore future airport hospitality projects that respond to the evolving and increasingly diverse needs of passengers worldwide.

The collaboration, for example, seeks to expand the range of airport hospitality offerings and “introduce new experiences that enhance comfort, wellbeing, and flexibility for travellers, while complementing and enriching existing airport hospitality environments”.

Both partners believe that with travel patterns evolving, and passengers often facing short connections, long layovers or early departures, demand for flexible airport accommodation is growing as people look for practical ways to rest, reset, be entertained, and recover during their journey.

“Airport hospitality must continuously evolve to enhance the guest experience by anticipating changing expectations,” says Aude Ferrand, CEO of TAV Operation Services and chief commercial officer of TAV Airports Holding.

“Covering the end-to-end passenger journey – from car park to lounge, including services such as porter, fast track, and meet and greet – we are pleased to collaborate with Kepler Club, an advanced technological concept positioned between a traditional hotel and a lounge.

“This partnership allows us to expand the hospitality offering with innovative solutions, while maintaining the right balance between technology and human connection.”

Kepler Club’s founder and CEO, Ömer Alaettinoğlu, said: “While sleep is a fundamental human need, today travellers are also seeking meaningful experiences, regardless of where they are.

“At Kepler Club, we aim to transform rest into a personalised, technology-driven experience. Partnering with TAV Operation Services provides a strong foundation to explore new projects globally, supported by shared expertise and a common focus on guest experience.”

As part of TAV Operation Services’ hospitality portfolio, Primeclass delivers airport hospitality through an experience-led approach designed around different traveller rhythms and dwell times.

The collaboration with Kepler Club, notes TAV OS, supports the evolution of this ecosystem by introducing complementary rest and recovery solutions that integrate seamlessly with existing lounge, refresh, and social spaces.

It says: “Rather than operating as standalone services, these concepts are envisaged as part of a cohesive hospitality experience – serving travellers with limited time as effectively as those with longer stays, while enhancing the overall attractiveness and functionality of airport environments for both guests and airport partners.”

SAN DIEGO LAUNCHES SAN ASSIST

San Diego International Airport (SAN) has launched SAN Assist, a new programme designed to help travellers with non-visible disabilities feel more comfortable and confident when travelling through SAN.

These non-visible disabilities, it notes, includes conditions such as autism, chronic illness, sensory sensitivities or anything else that may make air travel challenging.

The programme offers personalised support and preparation resources to reduce stress and improve the overall travel experience, such as travel guides offering one-on-one assistance to support passengers on the day of travel.

It also includes pre-travel familiarisation tours of SAN that allow passengers to practice navigating the airport environment ahead of time, building comfort, and confidence before their trip.

“We are very proud to offer our SAN Assist programme to help all travellers feel supported and welcomed,” enthuses Kimberly Becker, president and CEO of San Diego County Regional Airport Authority.

“By providing personalised assistance and advance preparation options, our goal is to help all travellers easily navigate the airport experience and ensure their experience is positive.”

HAMAD AND SFO JOIN SUNFLOWER PROGRAMME

Hamad International Airport (DOH) in Qatar and San Francisco International Airport in the US have become the latest major gateways to introduce the Sunflower programme that enables staff to discreetly identify and assist passengers with invisible disabilities.

Francois Bourienne, Hamad’s senior vice president of commercial, strategy and customer experiences, said: “Guided by principles of autonomy, dignity, and predictability, Hamad International Airport continues to design passenger journeys that support diverse needs while maintaining clarity and consistency.

“The Sunflower programme forms part of HIA’s broader accessibility framework, creating a barrier and hassle-free airport that truly serves everyone.”

While SFO’s airport director, Mike Nakornkhet, noted: “SFO is committed to making air travel more comfortable, accessible, and inclusive for all.

“Joining this global initiative helps ensure we can achieve that goal for travellers with hidden disabilities.”

NEW LEVELS OF CARE AT KEMPEGOWDA

Bengaluru’s Kempegowda International Airport (BLR) has introduced a new personalised passenger service brand it hopes will help it meet the evolving needs of modern travellers.

Called, ‘Care by BLR’ the new service is said to offer a comprehensive suite of assistance and premium support services that “enhance comfort and ease airport navigation” for passengers passing through its terminals.

Airport operator, BIAL, notes that Care by BLR portfolio includes Meet & Assist, Porter and Luggage Service, Valet Parking, Luxury Limousine, Arrival Lounge access and Flower Services across departures, arrivals, and transit.It adds that the offerings are designed to support passengers at every touchpoint, “making travel through BLR more seamless, convenient, and experiential”.

Commenting on the initiative, Kenneth Guldbjerg, BIAL’s chief commercial officer, stated: “Passengers today seek more than just point to point travel – they want to feel cared for and supported from the moment they arrive at the airport.

“At BLR, the travel experience is shaped across multiple touchpoints, and Care by BLR brings essential services to these touchpoints under a unified, airport led platform that is simple to access and dependable to use.

“As passenger expectations continue to evolve, this approach allows us to deliver consistent, high-quality experiences while giving passengers the flexibility to choose how they travel through BLR Airport.”

CELEBRATING RAMADAN AT IGA ISTANBUL AIRPORT

Doing something a little different this year, iGA Istanbul Airport celebrated Ramadan by transforming its terminals into an immersive Ramadan experience that blended Turkish culture with innovative digital installations, family-friendly entertainment and some seasonal goodies for passengers.

Central to the initiative were specially curated Ramadan Villages in both the Domestic and International terminals which featured a Tree of Unity (Digital Wish Tree), Ramadan Post Office, calligraphy workshops, paper marbling (Ebru) performances, and nostalgic carousels.

The Turkish hub believes that the popular initiative further strengthened its position as a global gateway that connects cultures while enhancing the passenger journey.