Challenge
When the travel experience is smooth and the airport’s offerings are relevant and accessible, it enhances the passenger experience — which in turn boosts both satisfaction and revenue. A major European airport therefore aimed to improve the areas where passengers spend the most time — with a particular focus on shopping and dining experiences.
Approach
Before the COVID-19 pandemic, passenger satisfaction with shopping and dining in the airport was high. Since then, however, perceptions of these experiences have dropped significantly and have only improved slowly. To reverse this trend, the airport needed a deep understanding of the current passenger experience — and, just as importantly, a shared direction across the organization, ensuring that all departments work with the same customer insights.
Resolution
Epinion conducted a qualitative, anthropological study using stop-interviews and in-terminal observations. The insights were presented and activated through a leadership workshop attended by representatives from a wide range of departments. Selected audio clips from the research brought participants closer to the passengers’ perspective. This created a shared understanding and provided a strong foundation for developing targeted initiatives aimed at enhancing both shopping and dining experiences throughout the airport.
