Integrating experiential elements at airports: The case of Charlotte Douglas International Airport
Abstract
Charlotte Douglas International Airport (CLT) has embraced a unique approach to terminal design by integrating experiential elements that enhance passenger engagement and satisfaction. This paper explores the evolution of CLT’s customer experience strategy, focusing on the Concourse A Phase II (CAP2) expansion as a case study. Historically, airport design prioritised functionality and regulatory compliance, often resulting in sterile environments. CLT challenged this norm by embedding creativity and traveller-centric features into its infrastructure projects. Leveraging passenger feedback, historical satisfaction data, and collaborative partnerships, CLT introduced unique installations such as terrazzo flooring depicting the Wright brothers’ first flights, interactive light walls, and salvaged aircraft components repurposed as educational exhibits. These elements not only celebrate aviation history but also foster curiosity, reduce travel-related anxiety, and create memorable moments for passengers. The initiative extended beyond physical spaces, generating significant social media engagement and positive sentiment, thereby amplifying CLT’s brand presence. By balancing cost-efficiency, sustainability, and innovation, CLT demonstrates how airports can transform from mere transit hubs into immersive environments that reflect regional identity and inspire future aviators. This case underscores the value of early stakeholder involvement, strategic partnerships, and a willingness to embrace unconventional ideas in shaping the next generation of airport experiences. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
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Author's Biography
Martha Edge is the Innovation and Experience Director at Charlotte Douglas International Airport. Martha began working at Charlotte Douglas International Airport (CLT) in 1998 with Delta Air Lines and in 2009 joined the City of Charlotte’s Aviation Department, where she has held several positions, advancing in authority each time. She is a graduate of Gardner-Webb University, holds a CM accreditation and ACE – Operations credential from the American Association of Airport Executives, and has completed the National Preparedness Leadership Initiative through the Harvard Kennedy School. Martha is the first person to hold the position of leadership in both CLT’s Terminal Operations and Innovation and Experience divisions.
