by Lacey Pfalz
Last updated: 5:00 PM ET, Sat June 22, 2024
A new report found that while 69 percent of travelers will be either continuing or increasing their travel in the next year, over half of them will prioritize traveling from airports that offer better traveler experiences, demonstrating that more destination-focused and user-friendly airports are more popular.
The data comes from intelligent airport management platform AeroCloud’s new report, The Destination Airport: The Runway to Revenue Growth. It surveyed 2,000 travelers in the U.S. on their experiences in airports and ways airports can improve during a year that is seeing a record number of travelers take to the skies.
Better, Quicker Experiences Encourage Spending
The report found that travelers spend an average of $52 in airport restaurants, $47 on parking and $35 on gifts during a visit to an airport.
Yet 79 percent of air travelers said they would spend more if it took them less time to get through security and check-in checkpoints. Sixty percent of travelers reported these important airport experiences take too long, leaving them with no time to shop or dine prior to boarding their flight.
This is important because shopping and dining is the main revenue driver for airports across the nation.
Greater Connectivity Drives Traveler Choice
Often, the deciding factor in what airport a traveler uses to fly in and out of is the connectivity. First, an airport must fly to the destination a traveler wishes to fly. Second, the prices of the flights must be competitive: 60 percent of travelers would choose to fly from a different airport to get a cheaper flight.
Increasing connectivity is a major consideration for airports; it can be a struggle due to current and future airport infrastructure, though expanding connectivity is crucial for the growth of the airport long-term. More options encourages more travelers to choose the airport over others.
Technology Saves Time and Enhances Experience
Travelers are increasingly aware that technology can save them time in the airport. Thirty-one percent of travelers reported that self-service options, such as check-in kiosks, are a deciding factor when choosing an airport.
Additionally, travelers desire upgraded TSA security screening technology: 35 percent reported a desire to update security scanners to make removing liquids and electronics from their bags a thing of the past.
This is a desire we’ve seen reported time and again: IATA’s 2023 Global Passenger Survey found that 91 percent of travelers were interested in an expedited security screening program to save time, and many were interested in utilizing biometric data to streamline security processes.
Recommendations for Airports Across the U.S.
AeroCloud’s report recommends upgrading technology to streamline air passengers’ queuing and wait times, lowering prices or offering discounts on retail and dining, enhancing the business travel experience and improving accessibility and family-friendly experiences to create a destination airport travelers prefer to enjoy ahead of their flight.
“Consumers want seamless, self-service experience powered by tech,” said George Richardson, CEO and co-founder of AeroCloud. “Discerning passengers are looking for comfortable and inclusive environments, with more choices in concession areas. We’re confident that airport sector leaders are committed to meeting passenger demands for improved experiences. With today’s innovative technology, talent and partners, airports have access to all the necessary tools needed to attract and retain passengers, boost passenger spending, and capitalize on the boom in air travel.”
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