For years, airports have chased younger travelers with the assumption that they represent the future of discovery. But the data tells a more nuanced story. Search engines remain the [...]

For years, airport marketing conversations have centered around amenities. Better terminals. More dining. Nicer seating. Upgraded passenger experience. Those things matter. But when travelers actually choose between airports, the [...]

Many airports treat passenger leakage as inevitable. Travelers drive to larger hubs. They choose the airport with more visibility. They assume bigger airports automatically offer better options. But the [...]

Airport marketing has traditionally segmented travelers by purpose. Business traveler. Leisure traveler. Family traveler. But the Horizon Report uncovered a more useful distinction: Travel frequency. Frequent travelers behave differently [...]

Not every traveler inside a catchment area is equally persuadable. The Horizon Report identified a particularly important audience band: Travelers located roughly 30–60 minutes from multiple airport options. This [...]

Airport discovery no longer begins with the airport. Travelers increasingly discover routes through: Google Flights airline platforms AI-assisted recommendations search engines social content third-party travel ecosystems That shift matters. [...]

Travelers are increasingly optimizing for certainty. Not just destination. Not just price. Certainty. The Horizon Report found that travelers consistently prioritize experiences that feel: easier more reliable more efficient [...]

Airport marketing teams are under pressure to demonstrate impact. Not just impressions. Not just awareness. Real influence on traveler behavior. That’s why the strongest airport marketing strategies are increasingly [...]

Digital tools continue evolving. AI is reshaping discovery. Search behavior is changing. Audience targeting is becoming more precise. But the biggest shift happening in airport marketing is strategic. The [...]