The challenge
A major U.S. airport was ready to invest in its traveler experience. But first, it needed to understand it.
The airport experience usually has a prescribed path:
Check in. Security. Gate check. Shopping & Restaurants. Gate. Board. That ribbon is well-designed and largely fixed. But what happens in the time between those checkpoints, where travelers eat, shop, sit, wander, spend, and wish things were different, is where airports either win or lose.
A major U.S. international airport was ready to invest in improving its concessions, amenities, and layout. They had a clear goal and a well-designed quantitative survey to help get there. What they did not have was a partner who could operationalize that research in the field, across multiple terminals, with real travelers moving through the airport in real time.