For airports, customer experience is emerging as a key differentiator and brand driver.
“A good customer experience is a journey, not a destination.” — Shep Hyken, Customer Service and Experience Expert
Customer experience has become a defining factor in today’s business landscape, carrying as much weight as the quality of products or services. Managing customer perception is now a strategic priority for brands—including airports.
In the airport context, customer experience reflects how passengers perceive their journey across multiple touchpoints: interactions with staff, self-service kiosks, digital platforms, retail, and dining. These “moments of truth” shape satisfaction, loyalty, and revenue. As airlines increasingly compete on price, airports have stepped into the spotlight as active, competitive businesses, with experience emerging as a key differentiator and brand driver.
Passenger perceptions are formed across departure, arrival, and commercial phases, making consistency essential. Tools such as the Airport Service Quality (ASQ) programme help airports identify where to invest to improve performance. Beyond passengers, ASQ recognition also energises employees, reinforcing engagement, pride, and accountability.
Delivering a seamless journey requires collaboration across the wider airport ecosystem, including security, immigration, and concession partners. A strong customer experience has proven links to higher non-aeronautical revenue, underlining its clear commercial value. Led globally by ACI World, ASQ benchmarking and awards continue to guide airports in elevating standards. First published in 2020, these insights remain highly relevant, reaffirming customer experience as a powerful engine of competitiveness and sustainable growth.
Source: ACI
