“There is one traveller group that we all need to better understand and cultivate: the Affluent Leisure Traveller. 42% of our research base class as these ‘ALTs’, a group which travels more, spends more, enjoys the airport more and is looking for new experiences. The future of airports is in their wallets.” So says the Airport Experience Research, 2025 by Airport Dimensions. Airport Dimensions operates 80+ airport lounges and experiences, including those in development, located across North America, South America, Asia Pacific, the United Kingdom and the Middle East.
To cater for their needs airports should consider giving them access to exclusive lounges with premium amenities, such as gourmet dining, fine wines, and comfortable seating. Airport protocol units should be sensitive to their need for tailored assistance, such as personalised meet-and-greet services, dedicated check-in, and baggage handling.
It should not be lost on the airport that they require priority boarding and disembarkation to minimize wait times and maximize convenience. Personalised travel planning, including customized itineraries, accommodation arrangements, and activity bookings will be useful in catering for their needs. Access to premium airport facilities, such as private suites, VIP terminals, and exclusive dining experiences should be an important consideration.
Gathering data on these passengers will assist in ensuring that these travellers have access to high-end amenities, such as spas, showers, and exclusive retail experiences. In Africa these are the people referred to as “big men.” Big men prefer expedited and discreet security screening processes to minimize hassle and maximize comfort. Some of them have been known to react aggressively to security screening that does not recognize their social status. Affluent travellers expect a seamless, luxurious airport experience, and technology plays a crucial role in delivering that.
ALTs appreciate digital convenience. Airports can enhance their experience by offering personalised offers through digital platforms, transparent pricing, and easy pre-ordering for retail and dining. This group enjoys unique retail and experiential offerings. Pop-up stores featuring local luxury brands or bespoke airport experiences (like spa treatments, private suites, or curated entertainment) can be effective revenue drivers. These have become imperative for airports in Africa as they reflect trends they need to work towards in improving the passenger experience.
Crowding is a concern, but ALTs are willing to pay for premium waiting areas, pop-up lounges, and private spaces. Airports can creatively repurpose underutilised spaces to cater to these preferences.
Affluent leisure travellers typically have high expectations when it comes to their airport experience. Affluent Leisure Travellers (ALTs) are a key group shaping the future of airport services. They travel frequently for leisure, spend generously, and seek premium experiences that elevate their journey. Serving them well means understanding their expectations and crafting airport offerings that meet their desire for comfort, exclusivity, and convenience.
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