Vancouver International Airport (YVR) has won Skytrax’s North American Airport of the Year award 14 years in a row. But what lies behind the airport’s staggering success in customer service?

Gerri Sinclair, VP, Commercial Data, and C-3PO, describes herself as a ‘technologist’ and has spent more than 30 years working on innovation. Yet she still believes that there’s ‘nothing like the human touch’:

What really makes YVR unique is the number of human beings who are there to offer our guests help, advice, comfort, anything they require. We have really, really invested in that aspect.

Staffed with more than 160 ‘bluecoats’, and supported by a further 340 ‘greencoat’ volunteers, YVR’s people remain at the heart of passenger’s experience despite ongoing digitisation. Sinclair believes the high volume of staff per passenger will help the airport advance in the future, including through creating more personalised experiences. But technology, especially data, still has its role to play in getting the airport as close to the customer as possible.

Our most valuable asset is an option profile where passengers feel comfortable giving us data because they know we’re here to serve them.

YVR aim to embed data engagements into operations to make the airport more resilient, safe, and efficient. The team used the Covid-19-affected years wisely, taking advantage of the quiet spaces to build a digital twin of their entire infrastructure. Now paired with sensors throughout, the model helps YVR identify bottlenecks and pressure points quickly, with the ultimate goal of creating a smooth experience for every passenger.

We’re investing heavily in flow management, and the data that comes out of our systems goes back into the digital twin. So we have a very dynamic and visual view of what’s happening at any time.

Efficiency is also a goal from a sustainability point of view, as YVR affirms its commitment to achieving net-zero emissions by 2030. Alongside the environmental benefits, generating energy through geothermal and other sustainable sources is essential to improving the airport’s self-sufficiency.

Things have changed on the geopolitical scene. Climate is losing the same kind of passion around it, but we’ve stayed true.

YVR’s ESG agenda epitomises its resilience and unswerving dedication to providing the best possible experience for its guests. Watch the video with Gerri Sinclair to get the full interview.

Questions asked include:

  •  YVR has a strong track record as a customer experience champion. What kind of initiatives have been the most successful/earned you the best customer feedback?
  • As passenger numbers go up, is it possible to offer a tailored service to every customer?
  • Could you tell us more about how you’re developing your use of technology at the airport?
  • YVR has set the ambitious target of reaching net-zero emissions by 2030. What progress have you made on this goal, and where are you investing next to make the airport more sustainable and resilient?

Join us at Aviation Festival Americas 2026 to hear leading speakers from the region’s top airports.

For more like this, see: