Airport Experience® News -Customer Service Issue 2026

Adding to this, King points out that as the world continues to become more digitalized, the need for “real, authentic human connection” remains. “Big-name brands across the globe are shifting their focus from ads and online campaigns to events and in-person activations. They’ve learned that virality and reach can create awareness, but face to-face connections, special events and engaging with the community builds brand loyalty,” she says. Iglesias believes the industry is “only scratching the surface of what’s possible” with in-terminal events. “As airports continue to evolve as destinations, the opportunity for meaningful, immersive activations is only going to grow,” she says. “Travelers are increasingly sophisticated in what they expect from the airport experience, and special events are one of the most powerful tools we have to meet and exceed those expectations.”

“Travelers have choices when deciding which airport to use, and we know that the experience they have while they’re here can be part of what brings them back,” ONT’s Yonta says. “Flights and destinations matter, of course, but so do warmth, ease, personality and the way a place makes you feel.”

Above, Below: At Philadelphia International Airport, in-terminal pep rallies – which involve interactive games, artist demonstrations, music, giveaways and merchandise – have become a specialty, even inspiring other airports to host their own.

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AX NEWS OCTOBER/NOVEMBER 2026