Why do airports seek Customer Experience Accreditation?

In today’s competitive and service-oriented aviation industry, airports are increasingly prioritizing customer experience as a key element of their success. Achieving Airport Customer Experience Accreditation has become a crucial step for many airports seeking to demonstrate their commitment to improving service standards. 

This accreditation not only ensures that an airport meets global benchmarks for customer service excellence, but it also showcases its ability to innovate and adapt to the evolving needs of passengers. But why do airports pursue this prestigious accreditation, and how do they manage to balance excellent customer service with the challenge of operational costs?

Growing importance of customer experience

At the heart of the accreditation process is a focus on enhancing the overall passenger journey. As Airports Council International (ACI) states, the goal is to measure and improve the experience by understanding customer needs and addressing them in a systematic manner. For airports, this is a key differentiator in a sector where competition is fierce, and passenger loyalty is highly sought after.

However, improving customer experience doesn’t come without its challenges, especially when it comes to balancing the expectations of travelers with the financial constraints of running an airport. Ricia Montejo, Head of Customer Experience at Aboitiz InfraCapital Cebu Airport Corporation, explained, “Managing an airport will always involve costs whether it’s for additional investment, increased capacity, and even customer satisfaction. However, it does not mean that we have to break the bank in order to operate and deliver exceptional customer experience.”

Striking a balance between satisfaction and cost

One of the primary challenges that airports face when aiming for exceptional customer service is finding a way to balance customer satisfaction with operational costs. Montejo suggests that efficiency is the key. “Aim for efficiency,” she advises. “Find ways to maximize the existing system and utilize existing resources effectively: in short, sweat the asset. Key here is to ensure that all our systems work through their potential and achieve optimum returns before considering new investments.”

By focusing on maximizing existing infrastructure and resources, airports can avoid unnecessary spending while still enhancing the passenger experience. Simple improvements, such as maintaining clean and well-kept facilities or providing clear wayfinding signage, can make a significant difference without requiring large investments. As Montejo noted, “Small details matter. Pay attention even to the minute details to deliver an exceptional experience.”

Leveraging technology is another way airports are able to optimize resources and improve efficiency. “Technology allows us to optimize and streamline processes, which in turn reduces operational costs,” Montejo explained. By using data to gather feedback and monitor satisfaction levels, airports can make targeted improvements that align with passenger needs without overspending.

Case Study: Mactan-Cebu International Airport (MCIA)

A prime example of an airport that has successfully balanced customer experience and operational costs is Mactan-Cebu International Airport (MCIA). In 2024, MCIA achieved Level 2 status in ACI’s Customer Experience Accreditation, a significant milestone reflecting the airport’s dedication to improving passenger services.

Montejo shared that MCIA’s vision is to position Cebu as a major tourism hub, both for leisure and business travelers. With its strategic location in the center of the Philippines, Cebu provides easy access to various destinations. To enhance connectivity, the airport implemented two major projects: Cebu Connects and Cebu +. These initiatives are designed to streamline travel and improve access to a range of destinations, enhancing the overall passenger experience.

“At MCIA, we embrace innovation in everything that we do,” said Montejo. “Our goal is to simplify every decision, allowing travelers to effortlessly enjoy their well-deserved rest and relaxation by proactively anticipating their needs.” This approach to innovation is grounded in continuous improvement and a willingness to adapt to the changing needs of travelers.

Engaging with the community

An essential part of MCIA’s success in achieving Customer Experience Accreditation was its commitment to engaging with passengers and obtaining feedback. To better understand the diverse needs of its travelers, the airport hosted an Airport Users Forum where passengers from various demographics—such as Gen Z, business travelers, and those with reduced mobility—could voice their opinions and offer suggestions. 

This forum provided valuable insights into how the airport could improve its services, which directly informed improvements that contributed to the airport’s Level 2 accreditation.

Moreover, MCIA has prioritized inclusivity by launching the Autism Sensitivity and Response Forum in partnership with the Autism Society of the Philippines. Montejo highlighted, “In our endeavor to transform the passenger experience, we have partnered with Mactan Cebu International Airport Authority to introduce a pioneering forum. This platform facilitates meaningful consultations for airport users with unique needs, ensuring that all passengers are well-served.”

MCIA also fosters a culture of innovation within the airport by encouraging employees to submit their ideas for improving customer service. Through the Innobox initiative, employees are rewarded for creative solutions that can enhance the airport experience. “We’re always looking for new ways to improve, and by involving our employees in this process, we make sure we stay ahead of the curve,” Montejo explained.

The road ahead

The journey to achieving and maintaining Airport Customer Experience Accreditation is an ongoing process for airports like MCIA. It requires a consistent commitment to enhancing service delivery, integrating feedback, and finding innovative solutions to operational challenges. 

As Montejo pointed out, “Satisfaction and experience have a direct correlation with our propensity to spend.” High levels of customer satisfaction not only foster loyalty but also drive increased revenues, making the pursuit of accreditation a worthwhile investment.

Airports that successfully navigate the balance between excellent customer service and cost-effective operations set a strong example for others in the industry. They prove that improving the passenger experience does not necessarily require significant financial outlay. Instead, airports can achieve excellence by focusing on efficiency, leveraging technology, and fostering a culture of innovation and inclusivity.

The pursuit of this accreditation is a reflection of an airport’s dedication to providing an exceptional service to its passengers. Airports like MCIA, under the leadership of professionals such as Ricia Montejo, are showing that it is possible to enhance customer experience while managing costs effectively. 

By focusing on efficiency, listening to passengers, and embracing innovation, airports can create an environment that meets the needs of travelers while positioning themselves for long-term success in an increasingly competitive industry.