ACI Reveals 2025 ASQ Customer Experience Leaders

Passenger satisfaction climbs as airports scale to higher traffic volumes

Airports Council International (ACI) World’s 2025 ASQ Customer Experience Awards indicate a measurable rise in passenger satisfaction even as global passenger volumes approach an estimated 9.8 billion for 2025, with projections near 10.2 billion in 2026. The awards, delivered in partnership with Gold sponsor SITA, highlight how airports are balancing throughput demands with quality service across check-in, security, retail, and gate areas.

Key findings and methodology behind the ASQ rankings

The ASQ program remains the only global benchmarking initiative that captures passenger feedback while travelers are physically at the airport. Surveys are administered randomly at departure and arrival gates using a scientifically designed sampling methodology that spans all operating hours, days, and months. This approach yields live, moment-based insights across every leg of the passenger journey.

• Sampling: Randomized, on-site passenger selection at gates.
• Timing: Continuous data collection across all months and service hours.
• Dimensions: Metrics cover arrivals, departures, security, information, facilities, and retail.

What the awards measured in 2025

Award recognition is based on aggregated passenger scores across multiple operational dimensions. Airports that scored highest demonstrated consistent performance in operational efficiency, staff courtesy, wayfinding, cleanliness, and retail/service quality. The results are especially notable given the pressure on infrastructure from rising passenger numbers, requiring scalable solutions to maintain high standards.

Operational implications for airports and stakeholders

High ASQ scores translate into tangible operational and commercial benefits: improved passenger flow reduces congestion and dwell-time variability; better customer experience supports higher non-aeronautical revenue through retail and F&B; and favorable perceptions can influence airline route planning and airport competitiveness. Airports that prioritize data-driven service improvements are seeing stronger scores without sacrificing throughput.

Brief historical context: evolution of passenger sentiment measurement

Passenger experience measurement has evolved from sporadic exit polls in the 1990s to the continuous, statistically robust programs used today. ACI’s ASQ program built on earlier airport surveys by introducing a standardized, global methodology that allowed cross-airport comparisons. Over the past two decades, the sector shifted from infrastructure-first investments to a combined approach that pairs terminal capacity upgrades with digital customer experience tools—mobile notifications, real-time queue analytics, and targeted retail offers based on passenger flow data.

Historically, passenger satisfaction tended to dip during capacity crunches and economic downturns. The recent trend—rising satisfaction despite record-breaking volumes—reflects operational adaptations: appointment-style security lanes, automated bag drops, touchless processes, and investments in staff training to improve the human touch where it matters most.

How airports tied to leisure and maritime tourism may be affected

Airports serving coastal and island destinations, where sailing and marine tourism are significant drivers, can see a direct impact from ASQ performance. Strong passenger experience scores increase the likelihood of repeat visitors to pláže, marinas, and gulf or coastal hubs. Efficient transfers, clear wayfinding for onward transport to ports, and integrated intermodal services between airports and marinas support a smoother transition for travelers heading to yacht charters, day cruises, or island resorts.

Practical takeaways for operators and tourism partners

1. Prioritize real-time feedback loops: use ASQ-style live surveying to identify pinch points.
2. Invest in staff training with passenger-centric KPIs tied to service recovery.
3. Coordinate with local transport and port authorities to streamline last-mile transfers for tourists bound for marinas and beaches.
4. Leverage non-aeronautical revenue by curating retail and F&B offerings that appeal to leisure travelers, including those headed to boating and yachting activities.

Forecast: what rising satisfaction means for international tourism

As passenger satisfaction improves while volumes increase, destinations that rely on inbound tourism stand to benefit from higher conversion of arrival into on-the-ground spending and longer stays. Airports that maintain or improve ASQ metrics will be more attractive to airlines considering new routes to beach and island destinations, potentially enabling expanded access to lacustrine and coastal markets. Over time, this can bolster demand for diverse tourism offerings—from inland lake retreats to superyacht visits at premium marinas.

Economically, better passenger experience supports growth in ancillary services—guided excursions, fishing charters, and marina berthing—by ensuring arrivals are less stressed and more likely to engage in local activities.

The ASQ awards thus serve both as a scoreboard and as an operational playbook: airports that capture and act on live passenger feedback can scale quality as traffic grows, supporting resilient tourism ecosystems.

Závěr: ACI’s 2025 ASQ results confirm that airports can lift passenger satisfaction even under volume pressure by integrating operational efficiency, frontline service training, and targeted digital tools. These improvements have downstream benefits for destinations, especially those connected to coastal and island tourism, where smooth air-to-port transfers enhance visitor experience.

GetBoat is always keeping an eye on the latest tourism news—tracking developments that influence yacht and charter Destinations, beach access, marinas and clearwater bays, as well as broader patterns in travel that shape activities like sailing and boating. The rise in airport customer experience matters not only for airline networks and airport retail but also for travelers planning holidays involving yacht charters, fishing trips, superyacht visits or simple coastal day trips; efficient airports and better passenger journeys help ensure smooth transfers to marinas, lakes, gulfs and seaside ports, benefiting captains, crews, and shore-based providers alike. For ongoing updates and analysis, visit GetBoat.com.