At RateNow, we work with all 38 airports in the AENA network to continuously monitor the passenger experience. We collaborate with both airport authorities and outsourced service providers—such as cleaning, security, ground handling, or VIP lounges—who use our data to optimize their operations and meet quality and service standards.

One of the main challenges airports face is accurately identifying journey touchpoints where passenger satisfaction may be at risk. Restrooms, security checkpoints, baggage claim, parking areas, or nursing rooms are just some of the locations where we collect daily feedback. Some, like restrooms and security, generate hundreds of thousands of ratings per month. Others, like VIP lounges or family zones, receive fewer responses, but their impact on airport reputation is critical due to the demanding profile of their users.

Each journey touchpoint has its own unique characteristics. For example, restrooms require impeccable and constant cleanliness, as they are an immediate reflection of the airport’s overall hygiene. In contrast, security checkpoints are moments of tension for passengers, making it essential to assess both the speed of the process and the quality of service. Even less obvious spaces, such as parking or baggage claim areas, have significant influence on the overall experience, as they often mark the first and last moments of the journey.

To adapt to each environment, we use different feedback collection technologies. Physical smiley-button terminals, for instance, are ideal for high-traffic areas like restrooms or security checkpoints. Their simplicity and universal usability allow us to collect up to a thousand responses per day per device, without needing to connect to the airport’s network. For quieter areas, like VIP lounges or waiting zones, we use touchscreen terminals that can ask multiple questions and gather open comments. And for digital services such as WiFi or online parking reservations, we use surveys sent via email or SMS, or integrated into the airport’s app.

All this data is centralized in RateNow Analytics, our analysis platform that allows operational managers to view data in real time, identify trends, generate automatic alerts for incidents, and compare performance across terminals, time slots, or even between airports. This benchmarking capability is especially valuable for networks like AENA’s, as it enables the sharing of best practices and the establishment of uniform quality standards.

The benefits are tangible: airports that have implemented RateNow have achieved between 10% and 25% increases in passenger satisfaction levels after making data-driven improvements. They have also improved SLA compliance for critical services, optimized resource allocation, and, in some cases, earned international recognition such as the ASQ Awards.

In short, measuring the passenger experience in real time not only enables quick reactions to problems, but also fosters a culture of continuous improvement. And in such a competitive environment as the airport industry, that makes all the difference.