NORTH AMERICA. The J.D. Power 2023 North America Airport Satisfaction Study has revealed that overall passenger satisfaction increased by +3 points to 780 on its 1,000-point scale this year. The marginal improvement turns round a sharp fall in satisfaction ratings last year (-25 points), despite what J. D. Power described as a “crippling combination” of record high passenger volumes, pilot shortages and countless weather delays and cancellations.
J.D. Power attributed the turnaround to improvements across North American airports in three of the main factors upon which the passenger ratings are based: terminal facilities; food & beverage and retail service; and baggage claim.
Here are some key findings from the 2023 study:
Satisfied travellers spending more money at the airport: There is a direct correlation between overall passenger satisfaction and spending at the airport. Passengers classified as ‘delighted’, meaning they rate their airport experience as 10 out of 10, spend an average of US$44 in the terminal, while those classified as disappointed (1-5 out of 10) spend just US$29.
This year, airport passengers spent an average of US$3.47 more than last year in North American airport terminals.
LaGuardia construction project results in massive passenger satisfaction jump: Many of the top-performing airports in the study have one thing in common: recently completed construction and redevelopment projects that have improved passenger flow, parking and terminal facilities.
Nowhere, noted J. D. Power, is the positive effect of capital improvement clearer than in New York LaGuardia Airport, which has climbed from last place in passenger satisfaction in the 2019 study to reach the large airport segment average this year.
Crowding to remain a challenge for the foreseeable future: While North American airports have managed to keep passengers reasonably satisfied throughout a challenging year, overall satisfaction is still down from the highs seen in 2020 when passenger volumes were dramatically lower due to the pandemic.
More than half (60%) of travellers say they experienced severe or moderate crowding within the terminal, a +2 percentage-point increase from last year.
Study rankings
Detroit Metropolitan Wayne County Airport ranks highest in passenger satisfaction among mega airports with a score of 800. Minneapolis-Saint Paul International Airport (796) came in second and Harry Reid International Airport (787) in third.
Tampa International Airport ranks highest among large airports for a second consecutive year, with a score of 832. John Wayne Airport, Orange County (829) ranks second and Salt Lake City International Airport (825) third.
Indianapolis International Airport ranks highest among medium airports for a second consecutive year, with a score of 843. Southwest Florida International Airport (839) occupies second and Ontario International Airport (834) ranks third.
Methodology
The 2023 North America Airport Satisfaction Study measures overall traveller satisfaction with mega, large and medium North American airports by examining six factors: terminal facilities; airport arrival/departure; baggage claim; security check; check-in/baggage check; and food & beverage and retail.
Now in its 18th year, the study is based on 27,147 completed surveys from US or Canadian residents who travelled through at least one US or Canadian airport during the past 30 days and covers both departure and arrival experiences (including connecting airports).
Travellers evaluated either a departing or arriving airport from their round-trip experience. The study was fielded from August 2022 through July 2023.
Reaction
Assessing the study results, J.D. Power Managing Director of Travel, Hospitality and Retail Michael Taylor said: “It has not been an easy year for North American airports, but major capital improvements they’ve made over the last several years and new investments in getting food, beverage and retail operations back up and running at full capacity have helped them manage the crush of passengers.
“While airports are doing a good job coping with the current issues, there is still more they could do to improve passenger experience while also improving their own bottom lines.
“Happy passengers spend a lot more money at the airport, so ongoing efforts to spread passenger volumes throughout the day and deliver superior service at all customer touchpoints will be critical.” 
