Redefining the airport experience: from transit hub to a sense of place | International Airport Summit 2025 preview

Airports have long been described as gateways, spaces designed to process people quickly on their way to somewhere else. We believe that in today’s world, that definition feels limiting. With global travel surging and expectations rising, airports are being asked to do much more than move passengers efficiently. We must create environments that are both functional and memorable, delivering value to passengers, staff and the wider community.

King Salman International Airport (KSIA) is at the heart of this shift. As one of the world’s most ambitious airport projects, KSIA is redefining the passenger journey and actively transforming aviation with human-centric experiences of far greater value for our guests than the gadgets they pass through.

The invisible layer of innovation

Efficiency has become the baseline expectation in aviation. Behind the scenes, vast systems of automation, artificial intelligence (AI), robotics and predictive analytics are working to manage queues, co-ordinate baggage and optimise operations. We think the real breakthrough will be when passengers don’t notice these systems at all.

The best technology is invisible. A seamless transfer, a short wait, an easy boarding process, a personalised recommendation during your visit. These are the “wow” moments, not because passengers can point to a robot or an algorithm, but because the friction has simply disappeared. Invisible innovation is what turns complexity into simplicity, ensuring that millions of journeys feel easy rather than overwhelming.

Technology empowering people

Automation often sparks fears about reducing the human element. In practice, we’re seeing that it has the opposite effect. By handling repetitive, manual processes, technology allows staff to focus on what humans do best: empathy, guidance and problem-solving.

Imagine an airport where staff are no longer trapped behind counters processing documents but are free to walk the floor. They can guide nervous first-time travellers, support families juggling children and bags, and reassure passengers during delays. These are the moments passengers remember. Far from replacing people, innovation enables them to do what humans do best.

Personalisation at scale

One of the greatest challenges airports face is scale. With millions of passengers moving through each year, how do you avoid treating everyone the same?

This is where advanced analytics and AI-driven insights are unlocking new possibilities. By understanding passenger needs and journey types, we are aiming to tailor services in ways that feel small but meaningful. For a business traveller, it could mean a real-time update on the fastest route to their gate.

For a family, it might mean highlighting family-friendly amenities or ensuring trolleys or porter services are ready where they need them. For people of determination, it might mean offering real-time navigation assistance.

The principle is simple: every passenger’s journey matters. We know that when technology is applied thoughtfully, it allows airports to personalise experiences at a scale previously unimaginable.

Airports as destinations

Airports are also evolving beyond their role as transit points. They are becoming destinations, places that reflect the identity and culture of the city or country they serve.

It’s about creating a sense of place, the moment passengers step into the terminal. Architecture, art, food and service culture should all tell a story about the destination. Done well, airports can act as cultural showcases, building loyalty and pride among both travellers and local communities.

Airports could also have the opportunity to become anchors for their regions. By integrating with local businesses, institutions and communities, they can offer value that extends beyond passengers and positions them as hubs of culture, sustainability and innovation.

Every passenger leaves saying “wow”

We see a clear picture emerging when we look across all these categories, invisible technology, empowered staff, personalised journeys and cultural storytelling. The airport of tomorrow is not defined by a single tool or initiative. It is defined by the ecosystem we create.

We want our passengers to be impressed through their journey. Our aim is for them to describe their journey as seamless, memorable, and surprisingly human. When asked what stood out, they won’t mention the AI system or the robotics in the background. They’ll simply say: “everything just worked, I wasn’t stressed.”

That, ultimately, is the measure of success. Airports are being redefined not as transit hubs, but as adaptive ecosystems that turn travel into an experience worth remembering for every passenger, every time.

George Ioannou will be speaking at International Airport Summit 2025 on the both ‘WOW every passenger: How tech & innovation are redefining the airport experience’ on and ‘Delivering hyper-personalised airport experiences with growing passenger numbers’ on day 1. Want to discuss redefining the airport experience with him and get his advice on something? Make sure you secure your place at the summit taking place in Berlin on 19-20 November by registering for your FREE ticket now.

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