INTERNATIONAL. New research from airport experience company Airport Dimensions has found that 66% of travellers perceive airport terminals to be increasingly crowded, leaving operators with little choice but to enhance and diversify their premium offerings.
The Airport Experience 2025 (AX25) study, which surveyed more than 10,000 regular travellers, revealed that air travellers are increasingly turning to lounge access as a form of escape – and they’re willing to pay for it.
Some 42% of surveyed travellers visited a lounge in the past year, with usage particularly high among Millennials and in rapidly growing markets such as India, Vietnam and the Middle East. What’s more, 62% of all respondents said they would consider paying for premium services to improve their airport experience, with lounge access one of the top considerations.
With many regular travellers accessing lounges through premium credit card benefits or programmes such as Priority Pass, and 33% opting to pay per visit, lounge access has become a key part of the mainstream travel experience, the research found.
A notable 97% of respondents reported unwillingness to relinquish lounge benefits, and 45% would even change banks to ensure they keep this bonus. This underlines the growing perception of lounges not as luxury, but as a necessity in an overcrowded terminal, Airport Dimensions observed.
Beyond the lounge, more travellers are seeking holistic airport experiences. Wellbeing and entertainment offerings are revolutionising the travel experience, Airport Dimensions noted, and travellers are increasingly looking to airports to increase their offering of health and comfort havens.
AX25 revealed that new services, such as entertainment (53%), family options (50%) and sleep pods (49%), are in high demand, demonstrating that regular travellers are willing to pay for innovative, wellbeing-centred experiences integrated into the airport journey.
The survey also found that travellers are increasingly aware of underused space at the airport – and they have clear ideas about how it could be better deployed.
While more seating remains the top request (51%), AX25 reveals a growing appetite for flexible, revenue-generating solutions. Temporary or pop-up lounges (38%) and locally relevant pop-up retail concepts (36%) emerged as popular alternatives, especially in high-growth markets across Asia and Latin America.
Traditional retail formats, by contrast, garnered less enthusiasm.
The research found that digital tools are also emerging as a powerful part of the solution to airport overcrowding. AX25 data shows that travellers are not only open to digital engagement but actively seeking it, with 56% wanting a single airport app to streamline their journey and provide access to all services in one place.
From real-time queue tracking and digital wayfinding to pre-booked services such as fast track and lounge access, smart digital solutions can help disperse foot traffic, reduce friction and improve dwell time, Airport Dimensions suggested.
“Airports that embrace these technologies not only ease pressure on physical infrastructure but also unlock new channels for engagement and spend,” the company said. “With industry predictions showing global travel set to double in the next two decades, there is a real opportunity for airports to follow the pivot to advanced services and experiences in a way that overcomes the space squeeze and generates increased revenue.”
Airport Dimensions Global Strategy Director Stephen Hay commented, “The data shows that enhancing the airport journey is no longer a luxury – it’s becoming a core expectation. We’re seeing strong interest in premium amenities across a broad range of markets, including in places like Spain where uptake has historically been lower. This signals a real shift in traveller mindset, and growing demand for premium experiences globally.
“As travel continues to grow and passenger expectations evolve, airports that anticipate and adapt to these changing needs will not only improve satisfaction, but also carve out a stronger competitive edge in a crowded marketplace.”
To download the full AX25 research, click here. ✈
