Terminal OPS as the core of passenger experience

Terminal Operations have long been perceived as a facilitation platform based on requirements such as ICAO Levels of Service (LoS). However, in today’s competitive airport industry, where airports are striving to provide the best possible passenger experience, it is important to recognise that excellent passenger experience is not solely dependent on punctuality and quick baggage delivery.

The terminal is not just a transit hub; it is also the primary platform for guest experience. Every process, from check-in and security to baggage handling and commercial services, must be designed to create an enjoyable journey. Happy passengers spend more, come back, and recommend the airport, which has a direct impact on commercial revenue and reputation.

This is why Jörn Krafft, Director International Training & Consulting, and Christian Esterhammer, Director EASA Training Compliance, from Munich AirportAcademy claim: Passenger experience fundamentally depends on well-planned and executed Terminal Operations. Drawing on their hands-on operational expertise, the Munich Airport specialists explore this fundamental question:

Which focal fields should we address, when enhancing PEX in this essential realm?

1. Staff Training: Service Attitude & Passenger-Centric Mindset

The right mindset cannot be taken for granted – employees must be empowered to adopt it.

• Action: Implement mandatory soft-skills training for all frontline staff (e.g., check-in, security, information desks, terminal service), focusing on:
  • Credible, genuine service attitude
  • Empathy and proactive communication (e.g., anticipating passenger needs)
  • Stress management (e.g., handling delays or conflicts professionally)
  • Cultural sensitivity (e.g., multilingual greetings, different cultural customs).
• Impact: Transforms operational interactions into emotional positive touchpoints, fostering loyalty and mitigating negative experiences during disruptions.
• Example: Airports like Changi (Singapore) and Munich (Germany) attribute their high passenger satisfaction scores to extensive staff training programs.

2. Facilitation & Coordination

Yes, we know it all – effective facilitation requires coordination between airlines, government agencies, ground handlers, and airport management. But indeed, beautiful facilitation is fundamental for a remarkable Passenger Experience.

• Security facilitation: Screening and access control are the most stress-loaded and sensitive part in a passenger journey, so they must be smooth and easy.
• Baggage facilitation: Efficient sorting, tracking, and reliable transfer
• Customs/immigration: Easy, welcoming and digital clearance for international travellers
• Accessibility: Warm and caring support for passengers with reduced mobility (PRM)

3. Commercial Activities as experience enhancers

Commercial areas (retail, F&B outlets and lounges) are strategically placed to cater for passengers at all stages of their journey. They not only generate revenue but also enhance passenger satisfaction by offering convenience, comfort, and local flavour (sense of place).

“A 1% increase in passenger satisfaction can drive a 1.5% rise in commercial revenue.”

4. Operational Control & Crisis Management

The Terminal Operations Center (TOC) oversees the real-time management of:

• Fixed resource allocation: Security, check-in, gates and baggage reclaim.
• Irregular operations (e.g. delays or crises) require rapid coordination to mitigate disruption and maintain passenger trust.

5. Digitalization & Future Trends

Emerging technologies such as AI, automation or digital wayfinding are transforming terminal operations. They enable predictive analytics for crowd management, personalised services and contactless processes. These innovations enhance the passenger experience while optimising operational efficiency.

6. Determine and measure useful and Terminal OPS specific KPIs

All the effort is not worthwhile, when you do not understand whether the outcome is useful and worth it. Also you will have to measure, what is to be improved and where. These are the most important KPIs:

KPI: Processing Efficiency

• Check-in & Security Wait Time: Average time passengers spend in check-in and security queues (measured via real-time sensors or manual audits). Target: ≤10 minutes (peak: ≤15 minutes)
• Boarding Gate Efficiency: Time from gate opening to completion of boarding (excluding airline delays). Target: ≤20 minutes
• Self-Service Kiosk Utilization Rate: Percentage of passengers using self-service check-in or kiosks (indicates digital infrastructure effectiveness). Target: ≥70%

KPI: Facility Quality & Cleanliness

One should never ignore the visible and comfort factors that determine an attractive terminal. The following items are crucial:

• Terminal Cleanliness Score: Passenger-rated cleanliness of restrooms, seating areas, and floors (via surveys or mystery shopping). Target: ≥4.7/5
• Restroom Availability Score: Percentage of time all toilet stalls are functional and clean (measured via regular inspections). Target: ≥98%
• Seating Availability: Percentage of seats available during peak hours (to prevent overcrowding). Target: ≥90%
• Wi-Fi Connectivity Score: a passenger-rated score of Wi-Fi speed and reliability (via surveys or automated tests). Target: ≥4.5/5

 KPI: Wayfinding & Information

Wayfinding has always been challenging, since human behaviour in this respect varies greatly depending on cultural background, age and education.

• Wayfinding Effectiveness: Percentage of passengers who find their gate/connection without staff assistance (measured via observation or surveys). Target: ≥90%
• Digital Signage Accuracy: Percentage of digital showing correct real-time information displays (e.g. gate changes, wait times). Target: 100%
• Information Desk Response Time: Average waiting time for assistance at information desks. Target: ≤2 minutes

KPI: Staff Interaction & Service Quality

• Staff Helpfulness Rating: Passenger feedback on staff courtesy and competence (e.g. “Staff quickly and politely assisted me”). Target: ≥95% positive responses
• PRM (Passengers with Reduced Mobility) Service Time: Time from request to delivery of assistance (e.g., wheelchair, escort). Target: ≤3 minutes
• Lost & Found Resolution Time: Average time to log a lost item and notify the passenger. Target: ≤30 minutes

 KPI: Commercial & Passenger Engagement

• Dwell Time in Commercial Areas: The average time passengers that spend in retail and F&B zones (this correlates with revenue). Target: ≥30 minutes
• Retail Conversion Rate: Percentage of passengers making a purchase in terminal shops (excluding duty-free). Target: ≥25%

And last but not least, here are five quick wins to enhance passenger experience in Terminal OPS:

1. Optimise Wayfinding & Signage

• Action: Deploy clear, multilingual digital (dynamic) signage and interactive kiosks at key decision points (e.g. check-in, security and gates).
• Impact: Reduces passenger stress, minimises missed flights, and improves flow efficiency.
• Bonus: Use real-time updates for gate changes or delays.

2. Fast-Track Security for Frequent Flyers

• Action: Introduce dedicated security lanes for premium cabin passengers, families, or frequent flyers (e.g. TSA PreCheck, biometric screening).
• Impact: Reduces waiting times, boosts satisfaction and encourages loyalty.

3. Automate Baggage Notifications

• Action: Implement real-time baggage tracking via mobile app notifications (e.g. “Your bag is on its way to the aircraft” or “Ready for pickup at Carousel 3”).
• Impact: Reduces anxiety about lost luggage and builds trust in the airport’s operational reliability.

4. Pop-Up “Experience Ambassadors”

• Action: Station roaming staff (e.g. in bright vests) at peak times to assist with directions, answer FAQs, or escort passengers to gates/lounges.
• Impact: Humanizes the experience, resolves issues proactively, and improves perceptions of service quality.

5. Dynamic Queue Management

• Action: Use AI-driven queue monitoring (e.g. cameras/sensors) to adjust staffing or open additional check-in/security lanes in real time.
• Impact: Reduces bottlenecks, shortens wait times, and demonstrates responsiveness to passenger needs.

Why These Work

• Low-cost, high-impact: Most require minimal infrastructure changes.
• Immediate feedback: Passengers notice and appreciate small improvements in convenience and communication.
• Scalable: Can be piloted in one terminal or area before broader rollout

The Munich AirportAcademy, Munich Airport’s training division, offers courses in Passenger Experience Management and Terminal Operations with a focus on PEXM.