Agadir – Airports worldwide are setting new standards in customer experience, with passenger satisfaction continuing to rise despite growing traffic volumes, according to the 2025 ASQ Customer Experience Awards.
Organized by the Airports Council International (ACI) World in partnership with Gold sponsor SITA, the awards highlight airports that deliver exceptional experiences across every stage of a traveler’s journey.
The ASQ Customer Experience Awards
The Airport Service Quality (ASQ) program is the only global initiative that measures passenger satisfaction in real time while travelers are still at the airport.
Passengers are randomly surveyed at departure and arrival gates across all operating times, ensuring an accurate, up-to-date picture of the passenger experience.
Each year, the ASQ Awards recognize airports that achieve the highest satisfaction ratings across multiple dimensions, providing global recognition for excellence in service, efficiency, and overall passenger experience.
2025 competition results
The report showed that global passenger satisfaction increased even amid projected growth to 9.8 billion travelers in 2025, expected to reach 10.2 billion in 2026, border and passport control saw the largest gains in passenger satisfaction, reflecting the importance of smooth, human-centered interactions.
In addition to over 35% of award categories featured new winners, demonstrating continuous innovation and improvement.
The 2025 awards recognized a record number of airports: 100 airports received 195 awards across multiple categories. Additionally, 8 airports received the ACI World Director General’s Roll of Excellence for consistently delivering high-quality passenger experiences.
The 2025 ASQ Customer Experience Awards will be formally presented at the ACI World Airport Experience Summit in Istanbul, Türkiye, from 31 August 4 September 2026. The event will bring together over 800 airport executives and customer experience professionals to explore best practices and innovative strategies shaping the future of airport operations.
Morocco accelerates sector reforms
Although Morocco is not specifically mentioned in the 2025 ASQ Customer Experience Awards report, the country has been actively pursuing its own initiatives to modernize and enhance the passenger experience across its airport network.
Earlier this month, Morocco’s National Airports Office (ONDA) launched a nationwide communication campaign called “Let’s Take Off.” The initiative is designed to shift the perception of airports from mere transit infrastructure to passenger-centric experience hubs, ONDA pledged.
The campaign supports the Office’s broader “Airports 2030” strategy, which aims to expand annual airport capacity from 36.6 million to 80 million passengers by 2030 and improve service quality, digital innovation, and overall journey fluidity at major hubs such as Casablanca’s Mohammed V International Airport, Marrakech, Agadir, Tangier, and Fez.
The campaign underscores investments exceeding MAD 38 billion ($3.8 billion) and positions enhanced airport experiences as a competitive advantage aligned with Morocco’s goals for tourism growth, economic development, and global connectivity.
In addition to efforts aimed at improving passenger experience, Morocco is investing significantly in future airport infrastructure to support long-term growth and competitiveness.
Last month, Morocco’s National Airports Office (ONDA) awarded a MAD 12.8 billion (approximately $1.28 billion) contract for the construction of a major new terminal at Casablanca Mohammed V International Airport.
This terminal is designed to span around 600,000 meter cubes and initially handle 20 million passengers annually (with future expansion to 30 million).
The project, awarded to a 100 % Moroccan consortium led by SGTM and TGCC, includes advanced features such as automated baggage systems and intelligent passenger flow management, and is expected to be completed by mid-2029.