Every Air Travel Begins With a Customer Journey: Applying Service Design Principles in Airport Planning and Operations

This qualitative study analyzes and enhances the air travel experience by integrating observations and interviews with passengers and airport staff in Europe and the U.S. Seven observers conducted semi- structured interviews with 64 participants, mapping the entire passenger journey. Four passenger personas—Business Commuter, Family Traveler, Leisure Traveler, and Senior Traveler—were identified. The study provides a framework for assessing passenger experiences, offering guidelines for airport service improvements. By focusing on touchpoint analysis, pain points, and persona development, airports can enhance satisfaction through better service design. Emerging technologies such as biometric systems and AI may transform airport operations, with a holistic approach integrating customer journey mapping and service blueprinting. The concept of “dynamic personas” that adapt to real- time data is explored, as well as strategies for seamless touchpoints and collaboration between airlines, security, and airport operators.