Framework and Tools for Incorporating Technologies into Airport In-Terminal Concessions Programs (2025)

Chapter: 3 Customer Journey: Application of Technology

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Suggested Citation: "3 Customer Journey: Application of Technology." National Academies of Sciences, Engineering, and Medicine. 2025. Framework and Tools for Incorporating Technologies into Airport In-Terminal Concessions Programs. Washington, DC: The National Academies Press. doi: 10.17226/29145.
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CHAPTER 3

Customer Journey: Application of Technology

The travel ribbon, or passenger journey, as it is otherwise known, has adapted and expanded due to the significant influx of technology every step of the way. The passenger journey represented in this report is specific to the possible touchpoints where passengers may have the opportunity to interact with airport in-terminal concessions (Figure 4). Because there are now opportunities for travelers to place orders for food and beverage options or make retail purchases for pickup at the airport, the passenger’s journey starts well before the traveler arrives at the airport. Furthermore, the journey can continue after the passenger departs the airport, because some airport retailers provide options to order or purchase goods in the airport for delivery at home.

As passengers work their way through their own travel ribbon, there are multiple opportunities at each step for passengers to interface with concessions technologies. Some of these touchpoints occur even before a passenger leaves their home. Likewise, some of the touchpoints can continue after the passenger arrives at their destination airport.

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Suggested Citation: "3 Customer Journey: Application of Technology." National Academies of Sciences, Engineering, and Medicine. 2025. Framework and Tools for Incorporating Technologies into Airport In-Terminal Concessions Programs. Washington, DC: The National Academies Press. doi: 10.17226/29145.
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The table consists of eight columns and nineteen rows. The heading of each column designates a touchpoint where passengers may have the opportunity to interact with airport in-terminal concessions. The column headings are as follows: Pre-Arrival, Parking or Curbside, Check-In or Bag Drop, Security, Concourse, Arrival, Baggage Claim, Ground Transportation. Each row designates an element of in-terminal concessions. The data given in the table row-wise are as follows: Row 1, Online food and beverage or retail pre-ordering: Pre-Arrival, Yes; Parking or Curbside, Yes; Check-In or Bag Drop, Yes; Security, Yes; Concourse, Yes; Arrival, Baggage Claim, No; Ground Transportation, No. Row 2, Online food and beverage or retail ordering and delivery: Pre-Arrival, No; Parking or Curbside, No; Check-In or Bag Drop, No; Security, No; Concourse, No; Arrival, Yes; Baggage Claim, Yes; Ground Transportation, No. Row 3, Parking reservations: Pre-Arrival, Yes; Parking or Curbside, No; Check-In or Bag Drop, No; Security, No; Concourse, No; Arrival, No; Baggage Claim, No; Ground Transportation, Yes. Row 4, Ticketless parking entry or exit: Pre-Arrival, No; Parking or Curbside, Yes; Check-In or Bag Drop, No; Security, No; Concourse, No; Arrival, No; Baggage Claim, No; Ground Transportation, Yes. Row 5, Push notifications on amenities and services: Pre-Arrival, Yes; Parking or Curbside, Yes; Check-In or Bag Drop, Yes; Security, Yes; Concourse, Yes; Arrival, Yes; Baggage Claim, Yes; Ground Transportation, No. Row 6, Dynamic wayfinding or signage: Pre-Arrival, No; Parking or Curbside, Yes; Check-In or Bag Drop, Yes; Security, No; Concourse, Yes; Arrival, Yes; Baggage Claim, Yes; Ground Transportation, Yes. Row 7, Touchless passenger processing: Pre-Arrival, No; Parking or Curbside, No; Check-In or Bag Drop, Yes; Security, Yes; Concourse, Yes; Arrival, No; Baggage Claim, No; Ground Transportation, No. Row 8, Dynamic advertising: Pre-Arrival, No; Parking or Curbside, No; Check-In or Bag Drop, Yes; Security, No; Concourse, Yes; Arrival, Yes; Baggage Claim, Yes; Ground Transportation, No. Row 9, Passenger flow tracking and optimization: Pre-Arrival, No; Parking or Curbside, Yes; Check-In or Bag Drop, Yes; Security, Yes; Concourse, Yes; Arrival, Yes; Baggage Claim, Yes; Ground Transportation Yes. Row 10, Wireless and cellular data coverage: Pre-Arrival, No; Parking or Curbside, No; Check-In or Bag Drop, Yes; Security, Yes; Concourse, Yes; Arrival, Yes; Baggage Claim, Yes; Ground Transportation, No. Row 11, Mobile virtual assistant: Pre-Arrival, Yes; Parking or Curbside, Yes; Check-In or Bag Drop, Yes; Security, Yes; Concourse, Yes; Arrival, Yes; Baggage Claim, Yes; Ground Transportation Yes. Row 12, Self-service kiosks: Pre-Arrival, No; Parking or Curbside, No; Check-In or Bag Drop, Yes; Security, No; Concourse, Yes; Arrival, Yes; Baggage Claim, No; Ground Transportation, No. Row 13, Interactive entertainment: Pre-Arrival, No; Parking or Curbside, No; Check-In or Bag Drop, No; Security, No; Concourse, Yes; Arrival, No; Baggage Claim, No; Ground Transportation, No. Row 14, Touchless in-store transactions: Pre-Arrival, No; Parking or Curbside, No; Check-In or Bag Drop, No; Security, No; Concourse, Yes; Arrival, Yes; Baggage Claim, Yes; Ground Transportation, No. Row 15, Kitchen automation: Pre-Arrival, No; Parking or Curbside, No; Check-In or Bag Drop, No; Security, No; Concourse, Yes; Arrival, Yes; Baggage Claim, No; Ground Transportation, No. Row 16, Automated retail: Pre-Arrival, No; Parking or Curbside, No; Check-In or Bag Drop, No; Security, No; Concourse, Yes; Arrival, Yes; Baggage Claim, No; Ground Transportation, No. Row 17, Digital marketplace virtual queuing: Pre-Arrival, No; Parking or Curbside, No; Check-In or Bag Drop, No; Security, No; Concourse, Yes; Arrival, Yes; Baggage Claim, No; Ground Transportation, No. Row 18, Augmented reality and virtual reality: Pre-Arrival, No; Parking or Curbside, No; Check-In or Bag Drop, No; Security, No; Concourse, Yes; Arrival, Yes; Baggage Claim, No; Ground Transportation, No. Row 19, Virtual food hall or ghost kitchen: Pre-Arrival, No; Parking or Curbside, No; Check-In or Bag Drop, No; Security, No; Concourse, Yes; Arrival, Yes; Baggage Claim, No; Ground Transportation, No.

Note: F&B = food and beverage.

Figure 4. Passenger concessions journey.
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Suggested Citation: "3 Customer Journey: Application of Technology." National Academies of Sciences, Engineering, and Medicine. 2025. Framework and Tools for Incorporating Technologies into Airport In-Terminal Concessions Programs. Washington, DC: The National Academies Press. doi: 10.17226/29145.
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Suggested Citation: "3 Customer Journey: Application of Technology." National Academies of Sciences, Engineering, and Medicine. 2025. Framework and Tools for Incorporating Technologies into Airport In-Terminal Concessions Programs. Washington, DC: The National Academies Press. doi: 10.17226/29145.
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