6 specific air passenger personas

The workman

The workman is an experienced and demanding passenger with specific needs and high expectations.

The sun lounge tourist

Although the sun lounge tourist is not a seasoned airport traveller, this persona is an experienced consumer eager to enjoy an entertaining experience at the airport.

The value seeker

Although the value seeker does not fly frequently, this persona is confident in their expectations of the airport experience. The value seeker is highly demanding, not easily satisfied and has clear expectations of both the efficiency of processes and the quality of the retail and food and beverage experience. This persona is the highest spender but expects value for money.

The friendly vacationer

The friendly vacationer is organised, looks for efficiency in airport processes and places importance on traditional customer service. This passenger persona has clear core needs and is highly responsive to airports that get it right with consistently clear wayfinding and a friendly staff.

The airport enthusiast

The airport enthusiast has a very positive attitude to airports and wants to enjoy the experience. This persona understands the airport passenger process and, while keen to gain discretionary time in the lounge, is accommodating to occasional delays.

The timekeeper

The timekeeper is not a frequent flyer but is confident in using airports. This persona has clear and specific priorities and is likely to be satisfied by the airport experience if their needs are met.