For many travelers, getting to the airport early used to mean one thing: avoiding a missed flight. Now, some passengers are arriving early because they actually want to spend time at the airport.
A new survey of 1,000 Americans found that more than half had intentionally arrived with extra time to eat, shop, visit a lounge or enjoy airport amenities.
Airports are becoming part of the experience
Airports have invested heavily in making time before a flight more enjoyable, from upgraded lounges to restaurants, shopping and entertainment.
That matters as airlines continue adding fees and introducing more restrictive fare options. For some travelers, the airport is becoming a place where they can get more value from the time they already have to spend there.
Airport lounges are also reaching a broader audience through premium credit cards and travel rewards programs. The downside is that increased access has also contributed to crowded lounges and longer lines.
The airport can influence the booking decision
The survey found that nearly 60% of travelers have chosen an airport based on the airport experience itself rather than simply selecting the best airline or route.
The biggest factors included:
• Easier navigation through the airport
• More comfortable spaces
• Shorter security and waiting times
That can make a smaller or better-designed airport attractive even when another airport offers more flights.
The smarter take:
The airport is no longer just the place between your car and the airplane. For travelers, a better airport experience can be a reason to choose one airport—and sometimes one flight—over another.