I’ve worked in aviation for years, and one thing is clear: passenger experience isn’t just a nice-to-have, it’s the backbone of modern air travel.
In the past, some of the most important metrics for travelers were on-time departures, arrivals and basic cleanliness. Now, passengers are asking a simple but powerful question — how does being in an airport make me feel?
The passenger journey begins the moment someone books their ticket, expanding eventually to everything from traffic to parking to TSA. Are they driving or taking a rideshare? Do they know where they’re going to park? Is parking on- or off-site? A seasoned traveler probably has a well-established travel routine and knows the answers to these questions. But if they’re flying with the family or it’s their first time visiting a particular airport, that can have a substantial impact on the experience.
Small Steps, Big Impact
When I travel, I usually park in the West Deck lot at Hartsfield-Jackson International Airport in Atlanta. It’s off-site, clean and equipped with smart technology that guides to an available space, saving me from cruising around the lot looking for an empty space. That small step reduces a tremendous amount of stress before I’ve even entered the airport.
Now imagine a family with young children, perhaps unfamiliar with Atlanta’s airport, driving in circles looking for parking. With the clock ticking and stress rising by the minute, that anxiety can stay with them throughout their journey until they reach their destination.
Once the family enters the airport itself, the journey relies on a series of critical touchpoints, from arrival and boarding to TSA, concessions and takeoff. Every one of these affects how a traveler feels, which ultimately impacts how they behave. A smooth, streamlined experience puts people in a better frame of mind, one that’s more relaxed, more patient and less likely to become frustrated or disruptive.
Ownership and Hand-offs
Before a passenger boards the plane, they “belong” to the airport. That means the airport is responsible for providing comfort, guidance and a welcoming atmosphere. Once the passenger scans their boarding pass, they transition into the airline’s care — but the baton hand-off isn’t always clean. The traveler’s mindset, shaped by everything leading up to the gate, comes with them into the aircraft.
Airports and airlines alike are investing heavily in hospitality-inspired services. You see it in small ways: staff stationed to help with wayfinding, document control checks to smooth the boarding process, thoughtful lighting and wider concourses designed to reduce the feeling of congestion. These improvements matter, and they can mitigate passenger stress and help avoid delays or negative interactions.
The Vital Role of Hospitality
Hospitality centers around anticipating needs and reducing friction. Are there enough clean restrooms? Are signs clear and easy to understand? If someone’s lost or running late, is there a friendly face ready to help? A simple “can I help you?” can shift the direction of someone’s day.
I’ve traveled enough to know the difference between a terminal that values guest experience and one that does not. And I’ve seen firsthand how that experience shapes a traveler’s perception — not just of the airport, but of the entire city. If someone arrives in a dirty terminal with overflowing trash cans and broken fixtures, they don’t just think poorly of the airport, they have a poor first impression of their destination.
At the end of the day, what we’re really talking about is the human journey. Small moments impact a trip, whether the guest travels often for business or just occasionally for a long-awaited vacation. Some are logistical, some emotional, but all of them matter.
That’s why ISS and others in this space are focused on the often-unnoticed side of hospitality. Things like clean restrooms, clear signage and a responsive staff; a good cup of coffee in a well-kept, well-lit space. These aspects of travel aren’t necessarily flashy, but they’re foundational for the passenger experience.
Looking Ahead
As aviation continues to evolve, one question leads the way: how can we make travel better for people? Answering this isn’t just about meeting client expectations, it’s also about shaping journeys that feel seamless and memorable. By keeping the passenger experience at the center of every decision, the aviation industry can build trust, loyalty and a future where travel is as enjoyable as the destination itself.
Keep Reading
