For most people, air travel is a mix of anticipation and anxiety. Between navigating security, finding your gate and hoping your flight isn’t delayed, the journey can feel like something to endure rather than enjoy. But it doesn’t have to be that way. As someone who has worked across hospitality, airport services and facilities management, I’ve seen firsthand how a hospitality-driven approach can completely transform the passenger experience.

Finding Opportunities for Hospitality

Hospitality isn’t limited to hotels or restaurants. In an airport setting, it means meeting people where they are, which is often stressed, tired or in a hurry, and helping reduce friction at every step. It’s about creating a sense of calm, confidence and care despite the stressors of a bustling terminal.

When we think about the air traveler’s journey, the industry often refers to their experience as “curb to seat.” This includes everything from the moment a passenger steps out of their vehicle to the time they buckle into their seat on the plane. While the airline manages much of what happens in the air, there’s an entire world of opportunity inside the terminal. And that’s where service providers like us can have a real impact.

Cleanliness, Calm and Connection

The airport is the first physical touchpoint in a traveler’s journey, and first impressions are critical. Clean, well-maintained spaces instantly convey professionalism and care. Post-pandemic, expectations around cleanliness haven’t gone away — if anything, they’ve intensified. Travelers now associate clean spaces and airport cleaning services not just with hygiene, but also with the quality of their overall experience. 

But hospitality necessarily goes beyond simple appearance. It’s also in how employees engage with passengers. For example, an airport cleaner in uniform isn’t just someone maintaining the space — they’re also a placemaker. If that person is trained to read boarding passes, understand flight schedules and speak confidently with travelers, they can help reduce stress and build trust. A simple gesture like saying, “You have plenty of time, let me show you the way,” can be transformative for someone rushing through an unfamiliar terminal. 

Anticipating Needs, Not Just Responding to Them

One of the most overlooked aspects of hospitality is anticipation. Knowing what a guest might need before they even ask is the difference between good service and exceptional service. And it’s especially powerful in high-stress environments like airports. 

That anticipation is driven by training and awareness. We often talk about building a culture of service, something we can’t afford to treat as optional. Everyone who works in an airport environment, from frontline staff to back-of-house teams, needs to see themselves as part of the hospitality ecosystem. That starts with clearly defined service standards and touchpoints, like helping someone find the TSA line or navigating to a gate, and ensuring those standards are consistently met.

The Passenger Has Changed and So Should We

While travel volumes have rebounded to pre-pandemic levels, the traveler has changed. Airlines have raised the bar by investing in more personalized, premium experiences. From curated lounges to targeted upgrades for frequent flyers, they’ve recognized that travelers expect more than just efficiency — they want to feel valued.

That shift should serve as a wake-up call to all industries that touch air travel. Airlines are our clients, and in turn, they demand more from airports to deliver seamless experiences. That includes everything from better signage and space design to wheelchair support services and real-time wayfinding.

It’s not just about checking a box; it’s about elevating every interaction along the way.

Tech Can’t Replace the Human Touch

Technology plays a role in modern hospitality, especially when it comes to personalization. Think about what’s possible with just a boarding pass. If frontline staff, whether a cleaner, concierge or greeter, can scan a pass and recognize a frequent flyer or business class traveler, they can tailor their response accordingly. Even something as simple as using a guest’s name adds a human touch that lingers long after the end of the flight.

While tech enables, it’s the human behind the tech that makes hospitality come to life. No app or kiosk can match the impact of a smile, a kind word or a helping hand in a moment of stress.

The Future of Hospitality is Personal

At its core, hospitality is about caring for people and being present, observant and responsive. The tools we use may evolve, and the expectations of our clients will certainly shift over time. But the essence of great hospitality, personal connection, remains timeless. 

As we look ahead, our biggest opportunity isn’t just in scaling services. It’s in deepening our dedication to empathy and customer care. Whether it’s through cross-training employees, refining our service standards or exploring novel ways to engage with travelers, we can deliver experiences that feel intuitive, welcoming and human.

Hospitality isn’t just a nice-to-have option; it’s the essence of the passenger journey.