New study reveals global travellers want deeper digital relationships

Global travellers are signalling a shift toward deeper, digital-first relationships with airports, according to the new research by Airport Dimensions.

The hospitality provider reveals that its latest study – Airport Experience (AX26) – shows that 77% of travellers now want a single digital platform to unify their journey, with 30% stating such a platform would directly encourage them to spend more.

The study, based on insights from over 11,000 regular global travellers, arguably highlights a significant opportunity for airports to move beyond transactional interactions.

And despite only 30% of travellers currently have an active relationship with an airport – the figure is said to rise to 48% among Affluent Leisure Travellers (ALTs) – there is reportedly a high appetite for engagement.

Indeed, the report says that 71% of passengers see value in reward-based programmes, and 83% view proactive access to flight data as a direct enhancement to their experience, especially when delivered in advance of travel.

This demand for a digital partnership, argues Airport Dimensions, coincides with record-high airport satisfaction levels of 82%, driven largely by Millennials and Gen Z (both at 84%). The data, it says, underscores a clear commercial link: 9 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.”

AIRPORT RETAIL

According to AX26, global satisfaction with the airport experience has climbed to 82% – the highest satisfaction level ever measured in the its research – reflecting a high stakes race to the top of investment and improvement by airport operators.

Analysis of the results suggest that the future of airport commerce lies in the seamless integration of digital and physical experiences.

It also notes that a large majority of travellers represent an untapped audience for duty-free growth.

However, 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, it is argued, airports can transform the travel journey into a premium retail experience, unlocking new revenue streams and elevated travel.

AIRPORT LOUNGES

AX26 data supports the view that travellers are increasingly prepared to pay for premium experiences with 62% of all passengers, 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.

Nevertheless, lounge access remains the strongest driver of this trend, many lounge users gain access via bank sponsored membership programnmes, however 57% of lounge users say they would pay for access if required.

Notably, AX26 discovered that travelling with family has emerged as a primary motivator for purchasing lounge access, signalling the growing diversity of lounge users.

As expectations rise, Airport Dimensions believes that 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.

To download the full AX26 research or learn how Airport Dimensions is helping airports prepare for the future of travel, visit www.airportdimensions.com/ax26.