There is rising demand for human-centered, personalized and memorable airport experiences, new data from Airports Council International (ACI) World reveals.
The organization’s latest Airport Service Quality Global Traveler Survey suggests travelers want to continue to move away from transactional interactions, instead gravitating toward experiences that connect with their emotions, values and well-being, which in turn help reduce anxiety, build trust and enhance comfort throughout the journey.
The sixth edition of ACI World’s flagship report draws on insights from 4,125 travelers across 30 countries. The organization says the report provides a global benchmark for understanding long-term shifts in traveler attitudes and behaviors—helping airports anticipate and meet evolving expectations.
Survey results showed that just 44% of travelers currently feel airport employees demonstrate empathy, and 48% perceive proactive support, highlighting an opportunity for airports to differentiate. “Human connection—empathy, proactive staff interactions, and genuine assistance—grows in importance alongside technology-driven efficiency,” the report noted.
Travelers indicated strong interest in off-airport solutions that let them arrive “ready to fly,” including remote check-in, off-airport bag drop, and biometric verification. Willingness to use biometric solutions climbed to 72% in 2025 (from 57% in 2021), highlighting a growing appetite for a seamless travel experience.
Airports that combine operational efficiency with memorable experiences achieve the highest satisfaction; travelers particularly value local touches that convey a sense of place, from regional cuisine to products. In fact, 44% of travelers said local food connects them to a destination, while 40% value local products in shops for reflecting its identity.
Sustainability remains a key area for progress. The survey showed that travelers are most receptive to sustainability initiatives that are concrete and rooted in the local community. Although sustainability is not regarded as the airport’s primary social mission, initiatives that promote employment, tourism, and transportation infrastructure as well as environmental conservation shape travelers’ perceptions. Nearly half (49%) of travelers say supporting local and regional tourism adds the most community value, while 42% point to airport job creation.
Finally, well-being across the airport journey is important. The survey notes that clean, quiet, thoughtfully designed spaces that promote calm and comfort continue to positively shape the airport experience.
