4 destination and onward travel opportunities your airport needs to focus on in 2026

Most airports see their role ending at the arrivals hall. Passengers collect their bags, exit the terminal, and disappear into taxis or buses. The relationship pauses until the return journey, and any commercial opportunity beyond that point belongs to someone else. 

This mindset leaves significant value on the table. The passenger journey doesn’t end when wheels touch down: it extends through onward travel to accommodation and into the destination itself. Passengers need transport, have questions about their destination, want recommendations, and often lack clear information about navigating unfamiliar locations. 

The airports that will differentiate themselves in 2026 are those that recognise their potential role as true journey partners rather than transit points. The commercial opportunity is real, the technology enablers exist, and passenger expectations are shifting towards more integrated travel experiences.

1. Simplify onward travel and drive revenue

The gap between landing and reaching the destination is often the most stressful part of the entire journey. Passengers arrive tired, potentially in an unfamiliar country, and immediately face decisions about transport options without clear guidance. 

Traditional airport responses have been minimal: signage pointing to taxi ranks and public transport, perhaps an information desk if passengers can find it. But this approach falls short in fulfilling passenger needs and maximising commercial opportunities. 

When airports facilitate seamless onward travel, several things happen: 

1) Passengers feel looked after, which strengthens the relationship and increases satisfaction scores. 

2) The stress of arrival diminishes, making passengers more likely to engage positively on return journeys. 

3) Airports create new ancillary revenue opportunities through partnerships with transport providers and destination services. 

Digital integration makes this possible at scale. Instead of passengers queuing at information desks or struggling with unfamiliar systems, airports can provide booking capabilities for taxis, private transfers, car rentals, and public transport directly through mobile apps or websites. This removes friction: when passengers can pre-book onward transport alongside parking and fast track, the entire journey feels more cohesive. 

For smaller airports, this represents an achievable differentiation point. A medium-sized airport that makes onward travel simple can compete effectively on passenger experience even without matching the flight connectivity of larger competitors. 

The revenue model works through partnerships and commissions. Transport providers value direct access to arriving passengers and are willing to share revenue in exchange for integrated booking and preferential positioning. This creates a revenue stream that requires minimal airport resources once the initial integration is complete. 

2. Use baggage collection time to set up the next conversion

Baggage collection is traditionally viewed as pure operations: passengers wait, bags arrive, and everyone leaves. Airports see it as something to minimise rather than optimise. But this perspective misses the reality that passengers are concentrated in one location, often for 15 to 20 minutes, with nothing to do but watch a carousel. 

The significance of this moment shouldn’t be underestimated. Research shows that baggage collection is identified as a top stress source for UK travellers, creating an emotional state where reassurance and helpful information are particularly valued. 

The opportunity isn’t about selling to passengers in the baggage hall: it’s about using that moment to provide information and services that passengers will value shortly afterwards. Consider the passenger who’s just landed after a long flight. They’re thinking about getting to their hotel, what they’ll do first and whether they need to buy anything on the way. They’re also potentially worried about whether their bags will arrive. 

Typically, digital displays in baggage collection areas provide real-time information about typical collection times, which carousel to expect bags from, and what to do if bags don’t arrive. But these same displays can also provide information about onward transport options, highlight terminal services, and offer relevant destination information. 

The integration opportunity comes from connecting baggage systems with passenger communication channels. When a bag is delayed or misrouted, passengers could receive push notifications rather than discovering the problem at the carousel. When collection is taking longer than expected, automated messages could suggest nearby services or help passengers use the time productively. 

The commercial angle comes through strategic partnerships. Hotels value the ability to reach guests immediately after landing. Car rental companies want to connect with passengers before they leave the terminal. Destination services providers would pay for access to arriving passengers when they’re most receptive to suggestions. 

3. Position your airport as a destination guide, not just a gateway

When passengers arrive at a destination, they need information. What’s worth doing? Where should they eat? What’s the local custom around tipping? How safe is public transport at night? These questions are particularly acute for first-time visitors. 

Currently, passengers turn to Google, TripAdvisor, or travel guides. Airports are absent from this conversation despite being perfectly positioned to provide locally-relevant, trustworthy information. The missed opportunity isn’t just about advertising: it’s about airports establishing themselves as knowledgeable, helpful partners. 

The business case rests on two foundations: Enhanced passenger relationships and commercial partnerships. When airports provide genuinely useful destination information, this resonates with passengers and makes them feel more positively about the airport. Simultaneously, destination businesses (restaurants, attractions, tour operators) value access to arriving passengers and will pay for visibility and referrals. 

Digital platforms make this scalable. Airports don’t need to staff information desks with destination experts: they can curate content, partner with local businesses, and provide information through apps, websites, and in-terminal displays. 

The key is authenticity. Passengers can smell generic destination marketing from miles away. What works is genuine local insight: the restaurant where locals eat, the museum that’s better than the well-known, famous option, the neighbourhood worth exploring. Airports that partner with locals and employees to curate authentic recommendations create more valuable content than those that republish generic tourist information. 

For airports in destinations with significant tourism, this opportunity is particularly strong. Passengers arriving in cities like Barcelona, Edinburgh, or Cape Town are actively seeking recommendations and would value guidance from a trusted source. The airport benefits from strong relationships and new revenue streams, whilst local businesses gain access to visitors at decision-making moments. 

Safety information deserves particular attention. Passengers, particularly families and first-time visitors, worry about safety in unfamiliar destinations. Airports that provide clear, contextual safety guidance (without being alarmist) help passengers feel confident and cared for. This could include information about safe transport options, areas to avoid, local emergency numbers, and cultural norms that visitors should understand. 

4. Build flexible onward travel options that match modern expectations

Passenger expectations around flexibility have shifted dramatically. The ability to change plans, adapt to circumstances, and keep options open is now expected across all aspects of travel. Yet onward travel from airports remains surprisingly rigid: passengers book specific transport at specific times, and changing plans often means losing money or facing complications. 

This inflexibility creates problems. Flights are delayed, plans change, and connections are missed. When passengers have pre-booked onward transport, these situations become stressful and potentially expensive. When they haven’t pre-booked anything, they face uncertainty about availability and pricing. 

Airports that enable flexible onward travel options solve this tension. Instead of forcing passengers to choose between rigid prebooking and uncertain last-minute arrangements, they provide options that combine guaranteed availability with flexibility to adapt to actual arrival times. 

Technology enables this through integration between flight information systems and transport booking platforms. When a flight is delayed, the system can automatically adjust transport bookings or notify passengers about their options. When a passenger’s plans change, rebooking is straightforward rather than requiring cancellations and new arrangements. 

The commercial benefit flows from increased conversion. Passengers who might avoid pre-booking onward transport due to inflexibility concerns become willing to book when they know they have options. This increases revenue from transport services whilst also improving passenger experience. 

For airports, implementing flexible onward travel requires partnerships with transport providers willing to accommodate flexible booking terms. Airports act as intermediaries, aggregating demand and negotiating terms that work for both passengers and providers. 

The value proposition extends beyond simple flight delays. Passengers might want to explore duty-free before leaving, stop for a meal, or wait for other arriving passengers. When onward transport is flexible, these decisions don’t create stress or financial penalties. This increases dwell time, which benefits airport commercial operations whilst improving passenger satisfaction. 

Redefine where your airport’s responsibility ends, and opportunity begins

The traditional answer to where airport responsibility ends is clear: at the boundary fence. Passenger comfort, safety, and service are the airport’s concern until they leave the terminal, at which point they become someone else’s problem. 

This boundary thinking made sense in an era of limited technology and siloed travel services. But it makes little sense in 2026 when passengers expect integrated experiences, technology enables seamless service across traditional boundaries, and commercial opportunities exist throughout the journey. 

Airports that extend their thinking beyond terminal boundaries don’t need to own or operate destination services. They need to facilitate them, curate them, and make them accessible to passengers at moments when they’re valuable. This requires partnerships, technology integration, and a willingness to see the airport’s role as extending beyond physical infrastructure into journey enablement. 

The airports that embrace this expanded role will build stronger passenger relationships, create new revenue streams, and differentiate themselves in increasingly competitive markets. Those that cling to boundary thinking will remain purely functional transit points, missing opportunities to add value and build loyalty. 

With global ancillary revenue reaching $148 billion in 2024 according to IdeaWorksCompany and CarTrawler, and passengers increasingly expecting integrated digital experiences (90% now use technology for bookings, according to SITA’s 2024 report), the commercial case for extending airport services beyond traditional boundaries has never been stronger. 

The infrastructure to enable destination and onward travel services largely already exists. The booking platforms, payment systems, content management tools, and partnership frameworks are available. What’s often missing is the strategic decision to prioritise these opportunities and the organisational commitment to implement them effectively. 

Download our infographic, ‘Mapping the Future of Travel Experiences’ to explore opportunities across every stage of the passenger journey, from pre-trip through to post-journey engagement. Discover where leading airports are focusing their efforts to meet evolving passenger needs and unlock new commercial potential. 

Download the infographic>