By Eric Léopold, Founder, Threedot
In this article I explore the intersection of airline customer experience with 8 global trends such AI, sustainability, wellness and purpose. This intersection gives us an insight on the evolution of customer expectations and how leading airlines may stay ahead of the curve.
To meet these expectations, marketing teams at international airlines must break down this vision of a future customer experience into distinct personas as the needs and preferences vary per customer profile, per itinerary, per market and other variables.
This vision extends beyond the steps under the airline’s control, such as in-flight or customer care, to include the door-to-door journey, as most customers travel from one place to another, not from one airport to another. Here is what the perfect air travel experience could look like across 8 dimensions:
1. The identity experience
In a digital and mobile world, where your phone recognizes you and unlocks your applications, customers expect the airline to memorize their identity and to recognize them at every physical or digital step of the journey.
The identity experience translates into a boarding gate or a lounge gate that open with facial recognition, where customers don’t need to find their boarding pass. At border control, travelers may need to scan a biometric passport to open the e-gates. Overall, the traveler is recognized along the journey with minimal friction for document checks – no printed documents, no repeated ID checks.
2. The security experience
Since 9/11, security checks have become a necessary, and often painful, part of the journey. The latest technologies enable a smoother experience, where travelers don’t need to empty their carry-on bags (CT scanners). Likewise new technology (Millimeter wave scanners) can screen passengers more efficiently than metal detectors and streamline flows.
The ideal experience combines these latest technologies with queue management solutions that ensure that queues are less than 15 minute long, or even customers can book their screening slot ideally about 15 minutes before boarding.
3. The personal experience
In a world of AI and GenAI, travelers expect hyper-personalization even in complex physical services, such as air travel services. There is no limit to the customization of the experience, from welcoming every guest personally to preparing their seat or their meal or their entertainment according to their preferences.
Technology enables customization at scale, where each customer may enjoy the services of a digital travel assistant anticipating the next move, from shopping to filling immigration forms. Not only the digital assistant is familiar with every detail of the trip, but it can inform the airline if the guest faces any challenges during the journey.
4. The premium experience
The biggest transformation in the air travel experience in the past three decades is probably the rise of the low-cost model, which contrasted with years of public full-service operations. With the concept of ancillary revenue, the low-cost model stripped away the thrills of the all-inclusive travel experience. This approach democratized air travel and raised awareness on the true cost of travel.
The low-cost model made flying cheaper than a taxi ride or a hotel night or a restaurant meal. Yet customers with higher disposable incomes may seek a “premium” experience, where they have room to open a laptop or to stretch their legs, where they can bring a carry-on bag, or where they can change their flight at the last minute.
5. The wellness experience
Post-COVID, consumers have become more mindful of their wellbeing, in particular if long-haul travel and jet lag may be challenging. Hotels have paved the way in focusing on wellbeing, for example by introducing spas. Customers will notice the airlines’ efforts to reduce noise in the cabin, to reduce light for sleep, to provide areas for stretching or to make amenities available during the entire trip.
6. The sustainable experience
Modern travelers are aware of their environmental impact and the CO2 footprint of air travel. They pick their trips wisely and look for carbon neutral options. They expect ways to reduce CO2 emissions or to offset their emissions by subsidizing other projects that can reduce CO2 emissions.
At the same time this conscious traveler expects every aspect of the journey to demonstrate the commitment to a sustainable future, from recycled amenities to vegetarian food options. These travelers are frustrated to have to choose between seeing the world and protecting it, between travel and the environment – they’d love to be able to do both.
7. The purpose experience
The enlightened traveler is mindful that travel is a chance and a force for good. They seek meaningful experiences that connect them to new cultures, from lifestyle to food and music. When customers fly with a national carrier, they expect a taste of this culture in the service provided before, during and after the flight.
8. The caring experience
Traveling abroad may be stressful and make people feel vulnerable. Airlines providing a superior level of care will make difference, whether they handle dietary preference or look after a pet. Customer care may mean human touch for some travelers, such as a human voice in a call center, or real-time flight status and updates for other travelers, who prefer a digital self-service experience
Service disruptions, whether due to the airline operations or caused by weather or air traffic congestions, are a unique opportunity to demonstrate the caring attitude. Customers will remember which airline cares, and which one don’t bother replying to claims after cancellations.
Conclusion
The perfect air travel experience in 2025 is relational, beyond the transactional nature of air transport services. Customers expect recognition, personalization, care and more. Airlines have the opportunity to meet their changing expectations and to win customers’ trust by differentiating from commoditized services.
For more from Léopold see:
- Five post-recovery trends shaping the airline industry in the Asia Pacific region
- Will AI Agents make online travel agents look old-fashioned?
- What does airlines’ New Payment Capability (NPC) look like?
