iGA Istanbul Airport sets a new standard in Europe with Level 5 ACI Customer Experience Accreditation

Credit: iGA Istanbul Airport

Being the first airport in Europe to achieve Level 5 in ACI’s Customer Experience Accreditation, iGA Istanbul Airport exemplifies a unique combination of technological innovation, cultural depth, and a deep-seated conviction that every visitor should feel completely welcomed. And all of this is seen as a natural process, without any sense of obligation. At iGA Istanbul Airport, the daily pursuit of excellence and hospitality – led by frontliners and back office team members – is embedded in the culture and character of the airport operations team. For us, hospitality is not a virtue – it is a culture.

A philosophy that begins with hospitality

Customer experience is the lifeblood of everything at iGA Istanbul Airport, not just a box to be ticked or a department’s duty. The airport achieved Level 5, the highest recognition in Airports Council International’s (ACI) Customer Experience Accreditation programme, thanks to that mentality.

Turkish hospitality is the cornerstone of iGA’s strategy. Making visitors feel valued and at ease is a source of pride and care in Turkey. This idea permeates every aspect of iGA’s operations. Travellers receive a warm welcome, sincere kindness and personalised guidance throughout their journey as soon as they enter. A conscious, considerate culture includes even seemingly insignificant interactions, such as a smile at the security line or a kind remark from a ground agent.

This is more than just a sentimental gesture, though. That cultural ethos was incorporated by iGA into a scalable, quantifiable and organised customer experience strategy. To accommodate the various needs of the millions of passengers who travel there each year, every element and touchpoint has been created to exude warmth and trust.

Understanding every passenger

One of the reasons iGA stands out is its refusal to treat passengers as a faceless crowd. The airport has made significant investments to better understand its patrons, classifying them not only by demographics but also by purpose, preferences and even mood. Using data and behavioural research, iGA creates services that are specifically tailored to the needs of business and leisure travellers, families on holiday, single travellers and senior citizens.

The airport has made an effort to ensure that everyone feels taken care of, whether that means providing play areas for children, quiet areas for people who need to concentrate, or special assistance for travellers with disabilities. This data-supported human insight is what turns an efficient airport into one that people remember.

Credit: iGA Istanbul Airport

Listening – and acting – every day

Of course, without feedback, no policy or plan can succeed. For this reason, iGA has integrated a remarkable feedback system into its day-to-day activities. Through a number of platforms, including digital kiosks positioned throughout the terminal, the airport’s mobile app, call centres, social media, and even casual conversations with staff, travellers are encouraged to share their thoughts and recommendations.

The speed at which that feedback is implemented is what distinguishes iGA’s system. Real-time analysis of comments and complaints results in immediate changes on the ground, rather than them simply disappearing into a database. This flexibility enables the airport to quickly adapt to the needs of travellers, and longer-term input aids in the development of strategic enhancements.

It is obvious that travellers’ opinions count. For iGA, it is essential to maintaining the experience’s relevance, freshness and genuine responsiveness.

Creating a culture everyone owns

At iGA, customer experience is not confined to a single department; rather, it is a responsibility shared by all employees and partner organisations. This covers duty-free shops, cleaning crews, food and beverage operators, airline and ground personnel, and governmental agencies.

This cohesive strategy is outlined in iGA’s 14-point Guest Experience Policy, a thorough framework created in consultation with all parties involved. Every partner organisation’s top executives signed the policy, sending a strong message that everyone has a responsibility to provide excellent customer service.

Credit: iGA Istanbul Airport

In accordance with this policy, regular training is provided to managers and frontline staff, with a focus on practical service skills and Turkish hospitality. Customer experience metrics are even included in individual performance reviews, which supports the notion that every position directly affects how passengers feel.

Everyone stays in sync through workshops, quarterly meetings and cross-organisational ‘Experience Leader’ teams. This continuous cooperation aids in preserving uniformity throughout the expansive, multi-layered setting of one of the largest airports in the world.

Digital tools that make travel easier

Despite its focus on human interaction, iGA has also embraced technology as a means of reducing stress. Passengers have more control and confidence when navigating the terminal thanks to self-service kiosks, clear wayfinding systems, personalised notifications and real-time guidance tools.

The airport’s WhatsApp chatbot, a cutting-edge, user-friendly assistant that offers real-time flight updates, gate information, baggage details, directions, and even the ability to pay for parking or book lounge access, is one of the most noteworthy innovations. iGA makes it simple for travellers to stay informed without having to download yet another app by linking them on a platform they already use daily.

The personal connection is not replaced by these digital services; rather, they enhance it by providing passengers with the resources they require while staff members are on hand to assist those who would rather communicate in person.

Strengthening partnerships through shared purpose

Another benefit of reaching Level 5 is that it has strengthened iGA’s bonds with its partners. The airport community is moving in unison as all airlines, retailers, and service providers have signed onto the Guest Experience Policy.

Representatives from all partner organisations and government agencies gather at quarterly ‘Experience Leader’ meetings to evaluate progress, talk about problems and work together to find solutions. Because of this shared ownership, passengers have a smooth experience where the standards are the same regardless of which counter they approach or which brand they are interacting with.

Looking to the future

For iGA, achieving Level 5 marks the start of the next chapter rather than the end. To keep up its momentum, the airport intends to keep making investments in sustainability, employee development and inclusivity. In order to continue raising the bar, future projects will build on the foundation already established by integrating new technologies, creative services and even more passenger feedback.

Istanbul’s continued positioning as a major international aviation hub is reinforced by iGA’s Level 5 accreditation, which makes it abundantly evident that this airport views its patrons as guests rather than just numbers and handles them as such.

A new benchmark for Europe

iGA Istanbul Airport has demonstrated that providing exceptional customer service is not a coincidence. It is the outcome of attentive listening, prompt action, close teamwork, and most importantly, genuine concern.

iGA has raised the bar for airports throughout Europe and possibly beyond by fusing the friendliness of Turkey with cutting-edge equipment and methodical execution. In addition to efficiency and comfort, visitors to Istanbul can anticipate feeling like they really matter.

That is not only smart business for iGA, but it is also the proper way to greet the world.

About Server Aydın (Chief Commercial Officer, iGA Istanbul Airport)

Credit: iGA Istanbul Airport

With over two decades in aviation, Server Aydın has held senior roles across leading global airlines and airports. He began his career at Fraport Antalya Airport and later held key executive positions at Turkish Airlines, Sabiha Gökçen Airport, and SunExpress Airlines, where he served as Managing Director and CCO. He also led commercial operations at Royal Jordanian Airlines and Ayla Oasis Development Company. From 2021, he oversaw South Asian operations as Regional Director at Plaza Premium Group and later served as General Manager of Abu Dhabi Airport. Aydın joined iGA Istanbul Airport as CCO in April 2024. He holds a double major in marketing and business from Deakin University and an MBA from Maltepe University.