How should airports be appealing to Gen Z passengers?

The rise of Generation Z travellers is reshaping the aviation and airport sectors. Born between 1997 and 2012, Gen Z are digital natives, socially conscious, and highly connected. Entering their prime earning years, they are also entering their prime travel years, seeking experiences that are not just efficient but meaningful, sustainable, and authentic.

Airports around the world are now faced with a strategic imperative: to understand and cater to this influential generation whose preferences and habits are fundamentally different from those of previous travellers. Gen Z is mobile-first, tech-savvy, and socially aware. They value transparency, sustainability, and inclusivity, and they rely heavily on social media to shape their travel decisions.

In International Airport Review’s recent ‘Appealing to Gen Z passengers’ webinar, industry experts explored how airports can adapt to attract, engage, and retain Gen Z travellers. Moderated by Thomas Romig, COO of Brussels Airport, the session featured insights from Sabrina Tekle Krarup Jensen, Head of Strategic Partnerships and Innovation at Copenhagen Airports, and Ioanna Papadopoulou, Director of Communications and Marketing at Athens International Airport.

Preferences and expectations

As Thomas Romig explained, Gen Z travellers are not just another demographic, they represent a generational shift. They are purpose-driven, environmentally conscious, and digitally fluent. They expect seamless, mobile-first travel experiences and personalised interactions, but they also care deeply about sustainability, inclusivity, and authentic engagement.

For airports, this means moving away from the traditional one-size-fits-all model. Efficiency remains important, but so does crafting experiences that emotionally connect with passengers. Technology, sustainability initiatives, and personalised services are no longer optional, they are key drivers of loyalty and engagement for this generation.

Copenhagen Airports: Sustainability through innovation and partnerships

Sabrina Jensen shared how Copenhagen Airports is addressing Gen Z’s sustainability concerns through innovation and strategic partnerships. Key initiatives include:

• Strategic Partnerships: Copenhagen Airports acts as a connector within the aviation ecosystem, linking sustainable aviation fuel (SAF) producers with airlines to accelerate the adoption of greener technologies. Projects like the Allied Project demonstrate the power of collaboration across 10 European countries to achieve faster, more effective solutions.
• Open Innovation: The airport launched a global search for innovative sustainability solutions, resulting in pilot projects such as solid-state hydrogen storage. This approach allows the airport to test cutting-edge solutions in real-world operations and gather valuable data for future scalability.
• Visible Sustainability: From reducing Scope 1 and 2 emissions to contributing to broader climate initiatives, Copenhagen Airports aims to embed sustainability across all operations, ensuring that passengers see and understand the impact of these efforts.

Sabrina emphasised the importance of communication, both locally with surrounding communities and internationally within the aviation sector, to promote transparency and inspire trust among travellers.

Athens International Airport: Engaging Gen Z through experiences and technology

Ioanna Papadopoulou highlighted how Athens International Airport is connecting with Gen Z travellers by tailoring products, services, and experiences to their preferences:

• Data-Driven Insights: Using extensive market surveys and AI analysis, the airport has developed a detailed understanding of Gen Z passenger habits, including travel frequency, spending patterns, and sustainability preferences.
• Experiential Concepts: Campaigns like “Euphoria” transform waiting times into engaging, multi-sensory experiences, offering themed areas where passengers can relax, enjoy local food and drinks, explore interactive installations, and participate in activities that stimulate the senses and create memorable emotional connections.
• Digital and Gamified Experiences: Initiatives like eFood, online ordering for gate delivery, and augmented reality treasure hunts combine technology with entertainment to create memorable journeys.
• Partnerships for Loyalty: Collaborations between airlines and retail outlets, along with competitions and rewards, turn routine transactions into loyalty-building experiences for young travellers.
• Sustainability and Green Energy: Athens Airport is set to reach net zero emissions by the end of 2025, well ahead of the aviation sector target, highlighting eco-friendly options that resonate with environmentally conscious Gen Z passengers.

Ioanna emphasised that personalisation, gamification, and targeted communication are key to keeping Gen Z engaged, while affordability and sustainability remain central to their decision-making.

Key Takeaways

The webinar highlighted several important themes for airports seeking to appeal to Gen Z:

• Understand your audience: Gen Z travellers are tech-savvy, sustainability-conscious, and socially aware. Airports must analyse data and segment passengers to meet these expectations.
• Leverage technology: Mobile platforms, AI, and gamified experiences can transform travel from a transactional process into an engaging journey.
• Communicate sustainability: Initiatives must be visible, credible, and connected to broader environmental goals.
• Create inclusive, personalised experiences: Tailor services to meet diverse needs while maintaining trust and data privacy.
• Foster partnerships: Collaborating with airlines, technology providers, and industry stakeholders accelerates innovation and amplifies impact.

As Gen Z continues to grow as a travel segment, airports must evolve from mere infrastructure operators to experience orchestrators—creating connections, offering meaningful interactions, and shaping the future of air travel.

Watch the full webinar on demand to explore these insights in more depth and learn directly from the experts at Copenhagen and Athens International Airports about how they are transforming the travel experience for Gen Z passengers.

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