What Customer Experience Accreditation Means for Airports?

In today’s rapidly evolving air travel landscape, the airport experience is no longer just about moving passengers from curb to gate. It’s about shaping a journey that feels seamless, stress-free, and even enjoyable. Leading this transformation is the Airports Council International (ACI)’s Customer Experience Accreditation—an initiative that’s reshaping how airports around the world think about service. 

In an exclusive interview with Aviation 360, Dimitri Coll, Senior Vice President, Airport Experience & Training at Airports Council International (ACI) World, shared insights into how this program is redefining the future of travel through a passenger-centric lens.

A New Standard for Passenger Experience

“Passenger experience in an airport context is the perception passengers have of their entire journey,” said Coll. “It is shaped by every interaction with the airport community.”

He explained that delivering a superior experience goes far beyond aesthetics or customer service counters—it involves thoughtful design, consistent service, and collaboration across the entire airport ecosystem.

“Strong customer experience doesn’t just offer a competitive edge,” Coll emphasized. “It directly impacts an airport’s bottom line. Whether you’re a major international hub or a regional terminal, focusing on experience is one of the most effective ways to drive profitability.”

Beyond Traditional Metrics: A Structured Roadmap

Airports are operationally complex, often likened to miniature cities. Given this environment, a structured framework is essential to managing customer experience effectively. That’s where the ACI Customer Experience Accreditation comes in.

“This accreditation offers a clear roadmap that supports airports in creating meaningful, sustainable CX strategies,” explained Coll. “It goes beyond traditional metrics like wait times or cleanliness. We’re now measuring what truly matters—how passengers feel.”

The program works hand-in-hand with ACI’s Airport Service Quality (ASQ) tools, including innovative indices like the Emotions Index, Ease of Travel Index, and Overall Experience Score. These data points provide a holistic view of the passenger journey, aligned with the accreditation’s core framework.

People at the Heart of the Experience

At the core of great airport experiences are the people who deliver them—employees, airline staff, security agents, and vendors. Coll stressed the importance of what he calls the “symmetry of attention.”

“The quality of an airport’s customer relationships mirrors the quality of its internal relationships,” he explained. “When employees feel engaged, supported, and empowered, they’re more likely to deliver outstanding service.”

Equally important is stakeholder collaboration. From government agencies to food service providers, everyone plays a role.

To support this, the ACI Customer Experience Management Model, which underpins the accreditation, includes eight strategic domains. Among them: Governance, Customer Understanding, Airport Culture, and Community Collaboration—ensuring a unified effort across all touchpoints.

Proven Impact: Satisfaction and Awards

The results speak for themselves. Between 2023 and 2024, airports accredited at Levels 2 through 5 of the ACI program saw satisfaction scores rise at twice the rate of non-accredited counterparts.

“The link is clear,” said Coll. “The accreditation helps airports manage their CX programs more effectively, and ASQ data allows them to track outcomes. We’ve also seen a strong correlation between accreditation and the likelihood of winning ASQ Awards.”

The awards recognize airport excellence in customer experience worldwide based on data from ASQ’s renowned Departures and Arrivals Surveys. Such recognition not only boosts reputation but reinforces trust among passengers, partners, and stakeholders.

Scalability for Airports of All Sizes

A common misconception is that only large airports with substantial budgets can implement comprehensive CX programs. Coll quickly dispelled that notion.

“The accreditation is designed to be scalable and flexible,” he said. “It’s not about major capital investments—it’s about optimizing what you already have.”

For smaller or regional airports, the program offers clarity, structure, and access to global best practices. By focusing on process rather than infrastructure, any airport—regardless of size—can elevate its customer experience.

A Future Built on Experience

As global air travel continues to rebound and evolve, the emphasis on passenger satisfaction will only intensify. The ACI Customer Experience Accreditation is helping airports stay ahead—not just by meeting expectations but by consistently exceeding them.

“Ultimately, it’s about turning routine journeys into memorable ones,” Coll concluded. “When airports commit to understanding their passengers and investing in people and processes, they set a new standard for what travel can be.”