Accessibility in airports is often misunderstood as simply meeting compliance standards or providing wheelchair assistance for passengers with mobility needs. However, true accessibility goes far beyond this. It’s about creating an equitable, dignified and seamless travel experience for all passengers.
When airports embrace accessibility as a core element of their customer experience (CX) strategy, they create environments where every traveller feels valued, supported and empowered to navigate their journey confidently. This isn’t just a matter of fairness, it’s a business opportunity that drives satisfaction, loyalty and revenue growth.
And accessibility isn’t just for individuals with disabilities. A truly accessible airport creates inclusive solutions that benefit a wide range of passengers, including:
1. Parents travelling with strollers or young children
Parents juggling baggage, strollers and restless toddlers benefit from features like spacious restrooms with baby-changing facilities, family-friendly security lanes and well-placed seating areas.
2. Elderly travellers
Older passengers may require extra support such as clear wayfinding, shorter walking distances, comfortable rest zones and accessible transportation options within the terminal.
3. Non-native speakers
Travellers who don’t speak the local language need intuitive signage, digital translation tools and multilingual staff to navigate the airport with ease.
Accessibility as a standard
By addressing these needs, airports not only enhance the experiences of these specific groups but also improve convenience for all passengers. Features like better wayfinding, efficient service touchpoints and intuitive navigation create smoother journeys for everyone, regardless of their abilities or circumstances.
Throughout the aviation industry, accessibility is becoming a critical differentiator for airports that want to deliver exceptional customer experiences.
Airports that lead the way in accessibility position themselves as inclusive, forward-thinking and customer-centric. This builds a strong reputation among passengers, airlines and stakeholders.
Accessible airports naturally drive higher passenger satisfaction and loyalty by creating an environment where all travellers feel valued and cared for.
Importantly, accessibility isn’t just good for passengers, it’s good for business. Accessible spaces and services increase passenger engagement with retail, dining and other airport offerings, ultimately boosting commercial revenue.
As travel demand grows and customer expectations rise, modern airports must view accessibility not as a ‘nice-to-have’, but as a standard for operational excellence and a foundation for delivering world-class customer experiences. By taking a proactive approach to accessibility, airports can redefine what it means to serve their passengers, creating equitable journeys that inspire confidence and delight at every step.
The accessibility challenge
Airports around the world are increasingly experiencing high volumes of requests for wheelchair assistance, with some flights arriving with requests for 100–300 wheelchairs. Research shows that nearly 50% of these requests are for non-mobility-related needs. This startling trend raises a critical question: why is this happening?
While some of the reasons may stem from cultural factors, the primary issue lies in the fact that many passengers cannot find the support they need for their diverse requirements. Their needs are often overlooked, misunderstood or lost within a complex airport environment where accessing assistance is difficult or unclear.
This reliance on wheelchair services as a ‘catch-all’ solution for non-mobility-related needs results in two major consequences:
The impact on passenger experience
1. Passenger needs are not being met
2. Dehumanising and inequitable experiences
Passengers who use wheelchair services often experience an inequitable journey through the airport, with significant emotional and functional impacts.
They’re frequently ‘processed’ through the airport quickly – moved from one point to another without the opportunity to engage with or enjoy the airport environment.
Handoffs between staff are often insensitive or disjointed, leaving passengers waiting, feeling forgotten, or dehumanised.
Their airport journey is reduced to a logistical task focused solely on getting them to their gate, rather than an opportunity to explore, shop, dine or enjoy entertainment like other passengers.
This approach results in a passenger experience that is both inequitable and uninspiring. It removes the opportunity for individuals to feel independent, in control, and treated with dignity.
3. Missed opportunities for airports
Beyond the passenger experience, the current model has significant commercial and operational implications for airports.
Passengers receiving wheelchair assistance spend significantly less in airport shops, restaurants and lounges because they’re often taken directly to their gate. This represents a missed revenue opportunity for airports.
The high cost of providing wheelchair assistance for non-mobility needs creates operational inefficiencies, adding strain to staffing and resources.
By failing to meet the diverse needs of passengers, airports are missing out on opportunities to improve customer satisfaction, build loyalty and boost revenue. The current approach is not sustainable for either passengers or airports.
Accessibility isn’t just a responsibility – it’s an opportunity. Read more on solving the accessibility challenge here.
Get in touch to discuss how we can partner with you to reimagine your CX so it’s truly accessible.