The Airport’s Role in Refining the Passenger Experience in 2025

The journey through an airport is no longer just a means to an end—it’s becoming a curated experience that caters to the diverse needs of modern travellers. 

Heidi Stancliffe, Head of Product Strategy at CAVU, reflects on the standout innovations of 2024 and explores what lies ahead in 2025. 

From incorporating local culture into the terminal design to leveraging AI for seamless journeys, airports are embracing transformative changes to enhance convenience and enjoyment. 

This Q&A unpacks the key trends shaping the passenger experience, offering insights into how airports balance sustainability, personalisation, and the demand for memorable experiences. 

CAVU: Looking back at 2024, what developments in passenger experiences do you think have been most impactful for improving customer journeys? 

Heidi: ‘Sense of place’ has become the cornerstone of airport development, with large and small airports seeking to reflect the physical environment and community of the city or region through terminal design and concessions. This trend has helped create more authentic, localised experiences for passengers. 

Expectations around Food & Beverage have also risen, with passengers now seeking freshly prepared, locally influenced options when at the airport. Lounges, too, are evolving—becoming more focused on dining and offering restaurant-style experiences as part of the broader journey. 

Wellness remains a key consumer trend, manifesting in various forms such as exercise, spa, and sleep facilities, as well as sensory experiences like mindfulness and nutrition-based services. 

We also saw exciting new concepts in 2024 that will continue to develop into 2025. For example, six next-generation Escape Lounges are set to open in Q1 alone, raising the bar in terms of amenities, style, and culinary offerings. 

And of course, a round-up of 2024 wouldn’t be complete without mentioning aether The Private Terminal at Manchester Airport, which has received glowing reviews since its November opening. 

CAVU: What key trends in passenger experiences do you predict will emerge in 2025? 

Heidi: Lounge access has really democratised in recent years, and it’s now a norm for many travellers. However, as lounges become busier, we’re likely to see waitlists for entry. 

To meet demand, airports will continue to open more common-use lounges, particularly in the US, which is still a relatively underserved market. Larger locations may introduce different concepts or areas within lounges to cater to diverse passenger needs. Additionally, I foresee lounge access schemes evolving toward pre-booking models to guarantee entry. 

I’m particularly excited about the rise of new Low-Cost Carrier (LCC) lounges. These brands are more relaxed and playful than traditional lounges, and I’m keen to see how they integrate this approach into their lounge products. 

CAVU: In what ways do you think airports will personalise their services to meet the growing demand for seamless, stress-free travel? 

Heidi: Technologies like geolocation, automation, and generative AI are making it easier for airports to personalise content and communications for passengers. These advancements are allowing for real-time information and better options, especially during disruptions. 

While some of these technologies have been in development for years, their increasing maturity will soon lead to a noticeable positive impact on passenger experiences. 

That said, there’s always the risk of digital fatigue. Travelers often get frustrated by clunky chatbots or the need to enrol for services they’ll only use once. Airports still struggle with fragmented infrastructure, making it difficult to offer truly seamless journeys across the board. 

Ultimately, the key is to balance every day, transactional experiences—which should ideally be almost invisible to passengers—with more special and memorable ones. Technology excels at improving the former, but it can also enhance premium experiences, though human interaction still plays a central role in creating those ‘magical moments.’ 

CAVU: Do you foresee sustainability influencing the types of experiences airports prioritise for passengers in 2025? 

Heidi: Sustainability is becoming increasingly important for airports, especially when it comes to choosing partners and concessionaires. For instance, Escape Lounges have been single-use plastic-free for several years, which is now becoming a standard in the industry. 

We also cook from scratch in our lounges, significantly reducing packaging waste, and 40% of the products consumed in our Manchester Airport lounges are sourced from within a 40-mile radius. 

Sustainability is no longer just about the environment; it’s also about taking a holistic approach to ‘People + Planet.’ This includes ensuring fair wages, addressing modern slavery in supply chains, and focusing on equality, diversity, and inclusion. 

At CAVU, our ‘People first, results will follow’ value guides our approach, ensuring the well-being of our staff is always a priority.