By: Chris Gwilliam, SVP of Global Business Development,Airport Dimensions
There’s a new kind of traveler walking through our terminals—and they’re changing everything. At Airport Dimensions, thought our yearly research, we’ve been looking closely at how expectations are evolving, and the picture is clear: today’s travelers want more than just to get from point A to point B. They want experiences that feel intentional, comfortable, and personal.
One of the biggest shifts we’ve seen is the rise of the affluent leisure traveler. These are people who are traveling by choice, not just necessity—and they’re willing to spend when the experience feels worth it. They’re also the group most likely to influence how airport spaces grow and change in the years ahead.
Blending business and leisure
We also can’t ignore the growing bleisure trend. Nearly half (44%) of travelers say they’re mixing business and leisure when they fly. That means the airport isn’t just a place to pass through—it’s a space where people expect to get work done, grab a great meal, and maybe even unwind a little. That shift opens up a lot of possibilities for how we design and activate spaces.
Feeling the crowd
Even with satisfaction on the rise, crowding is still a major concern. 60% of travelers say airports are feeling more packed than ever, and two-thirds say they’d pay extra to skip the crowds. That tells me there’s a real opportunity to lean into premium services—whether it’s lounges, fast-track lanes, or just smarter space planning.
Lounges as the new standard
And speaking of lounges—these aren’t just “nice to have” anymore. 42% of travelers already use them, and 94% of loyalty program members say lounge access is something they won’t give up. The demand is strong, and it’s being driven by network programs and card partnerships. Airports that recognize this are going to be better positioned to meet guest expectations—and create new revenue opportunities in the process.
Digital is the glue
One thing that ties all of this together is digital. 81% of travelers say they’d shop online at the airport if prices were better. And nearly half are already aware of digital tools, which means we have an open door to do more with loyalty, personalization, and smarter targeting. In other words: the tech is here—now it’s about making it meaningful.
Final thoughts
The traveler of tomorrow isn’t really tomorrow anymore—they’re already here. If we’re paying attention, we’ve got a chance to build something better: airports that aren’t just functional, but thoughtful. Places that travelers want to spend time in—not just pass through.
Chris Gwilliam is SVP of Global Business Development at Airport Dimensions, leading strategic growth and partnerships across the network. With over 25 years in hospitality and multisite operations, he has played a key role in securing major airport leases and expanding the brand’s global footprint.
DISCLAIMER
This article was provided by a third party and, as such, the views expressed therein and/or presented are their own and may not represent or reflect the views of Airports Council International-North America (ACI-NA), its management, Board, or members. Readers should not act on the basis of any information contained in the blog without referring to applicable laws and regulations and/or without appropriate professional advice.