Sometimes it seems there are more people flying than on the ground; 4.5 billion people took to the air in 2018, connecting between the 17,678 airports located worldwide. In a recent study conducted by airfare aggregator Jetcost at Denver International Airport, an American adult spends on average 3 hours and 20 minutes at the airport waiting for their flight. While the average time spent in an airport vary globally, there is an immense opportunity for airports, shops inside terminals and other businesses to connect with a captive audience waiting to catch their flight.

If a person on average spends 200 minutes inside of an airport, what makes the consumer rate their experience as enjoyable? According to the Skytrax World Airport Awards , travelers have voted Singapore’s Changi Airport as the World’s Best Airport for the seventh time in a row. The top-ranking airport is known for world-class shopping, local and global cuisine and picturesque installations including a 40-meter high indoor waterfall, sky bridge and forested canopy park. Changi Airport is a masterpiece of architectural design as well as passenger experience, with offers to travelers such as free movie vouchers to either of its two 24-hour movie theaters after spending a set minimum amount at the airport shops. Changi Airport rewards passengers for shopping and spending additional time at the airport, while stimulating its own internal economy.

Traverse the Traveler’s Decision-Making Process: Upgrade Your Hotel’s Offering to Enhance the Guest Experience

To stand out in a sea of lodging options this summer, hospitality industry players must find a way to modernize their amenities to remain competitive and bring in more guests. From quaint bed and breakfasts to leading corporate resorts, managers are striving to implement effective tools that increase profits and lower costs without sacrificing the guest experience.

"Where They Go. Why They Stay,” a report by Sullivan and 20|20 Research, explores the traveler decision-making process. Apart from the old classics such as location and local experience, the study shows that above all else—travelers are looking for the most value for their money. However, new research indicates that travelers are less likely to book a hotel over an Airbnb or other homeshare service. So, how do hotel operators vie for the traveler’s attention to remain competitive in this new wave of consumerism? By focusing on short-term, achievable ideas to upgrade their offering.