Our latest AI-driven research has revealed a critical “emotional experience gap” across America’s five busiest airports, putting $695 million in annual revenue at risk. This study analysed over 20,000 passenger reviews, uncovering where and why travellers experience frustration and diminished confidence in their airport journeys.
How the 5 busiest airports in the US measure up on trust
When ranking airports on passenger trust (on a scale of 0-100), we found the average benchmark sits at 36. Atlanta (ATL) and Denver (DEN) perform best, scoring 6% above this benchmark, while Chicago O’Hare (ORD) trails 11% below.
What’s particularly interesting is that no single airport has established itself as the clear leader in passenger trust. This creates a genuine opportunity for airports looking to stand out in an increasingly competitive market.
Where passenger journeys break down
Our research highlights check-in and security as the most problematic parts of the airport experience. These frustration points affect around 15 out of every 100 journeys.
As David Pinder from Engine Service Design notes in the report’s foreword: “This isn’t merely about aesthetics—it’s about creating seamless journeys that align with passenger needs, drive commercial outcomes, and ultimately differentiate in a crowded marketplace.”
The financial implications are substantial. Recent industry findings show that every additional 10 minutes passengers spend in security reduces their retail spending by 30% – creating a direct link between improving experiences and protecting revenue.
A fresh approach to understanding passenger experience
Our methodology goes beyond traditional positive/negative sentiment readings. By measuring specific emotions on a scale from -100 to +100, we can map exactly where Joy and Anger occur throughout the passenger journey.
This detailed emotional mapping helps airport leaders see exactly which touchpoints need attention and which improvements will have the greatest impact on both passenger satisfaction and commercial performance.
Three practical steps for airport leaders
For airports looking to close these experience gaps, our research suggests three practical approaches:
- Measure emotional responses, not just sentiment (or ratings!) – With research suggesting 90% of consumer decisions are emotionally driven, airports need to understand passengers as individuals with unique feelings and needs, not just as numbers in an NPS or review rating/score.
- Map the current passenger journey honestly – Document the real “as is” experience to identify where transformation efforts will have the biggest impact. If you’re unsure where to start or have limited budget for research, start with check-in and security.
- Connect experience improvements to financial outcomes – Link specific friction points to potential revenue impacts to build stronger business cases for experience investments.
Why emotion matters to airport businesses
Passengers who trust an airport spend more, remain more loyal, and cope better with disruptions. When that trust is broken, it creates lasting negative impressions that are difficult to repair.
Our Revenue at Risk analysis estimates the financial implications of these poor experiences based on an average passenger spend of $40.
While passengers rarely leave an airport once they arrive, their experience dramatically affects their spending behaviour in the moment and their future airport choices.
Reimagining the airport experience
For airport executives, the message is clear – enhancing the passenger journey is now a business imperative, not just a nice-to-have. Those who address the emotional experience gaps will protect and grow revenue, strengthen their competitive position, and build lasting passenger loyalty.
By using emotion analysis on passenger feedback, airports can identify the real drivers behind satisfaction scores and prioritise improvements that deliver measurable business outcomes. This transforms customer experience from being viewed as a cost centre to becoming a strategic driver of revenue.
Our full research report provides seven detailed insights for airport leaders, along with specific recommendations for tackling each challenge. It offers a practical framework for enhancing passenger experience in ways that deliver clear commercial benefits.
Get your copy of the report here:
https://adoreboard.com/download/airports-report-2025
