Air service development has long relied on booking data, traffic studies, and historical performance. While valuable, these inputs rarely tell the full story of why travelers make the choices they do.

Traveler expectations have shifted. Convenience, predictability, and reduced stress increasingly outweigh marginal cost savings. Yet many airports still rely on assumptions about what drives airport choice.

First-party traveler intelligence fills that gap. Understanding unmet demand, perceived barriers, and willingness to pay for convenience allows regional airports to approach route development and marketing with confidence.

In 2026, airports that invest in traveler insight will be better positioned to retain catchment share, attract sustainable routes, and align marketing with actual decision drivers — not outdated narratives.